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Fresh from completing his MBA at the University of Tulsa in 1993, Marshall Lind applied his newfound business knowledge and previous management experience to designing, marketing and developing a novelty dinosaur desk accessories line named DESK-DINOS for his new corporation, Busy Buddies Inc.

After creating seven prototypes and conducting extensive consumer market surveys, Marshall launched a personalized teaser postcard marketing campaign targeting K-Mart, Office Depot, Wal-Mart, Target and Toys R Us. The campaign successfully piqued follow-up interest from K-Mart (declined by Mr. Lind because the chain was in bankruptcy), Office Depot (kids' department concept never materialized) and Wal-Mart.

WAL-MART SALE
Marshall walked out of his subsequent sales meeting with Wal-Mart's home office buyer with a $494K order for 100,000 DESK-DINOS. His next step was sourcing out steel injection mold designers and toy manufacturers in China to meet Wal-Mart's projected sales margins. Unfortunately, the Internet was still a resource of the future.
 
PROJECT MANAGEMENT:
SOURCING MANUFACTURING: The Houston Chinese Consulate helped Marshall rendezvous with a toy rep in China. Once in Shanghai, he launched a solo tour of manufacturing facilities and negotiated a price for 17 steel injection molds, saving him 80% over U.S. bids.
PRODUCT DEVELOPMENT: Over the next year and a half Marshall traveled to and from Shanghai, perfecting his prototypes and leading his nine member management team with a participatory management style to coordinate plastic injection, components, painting and assembly work at 11 contract factories.
PROJECT GRAPHICS: Marshall worked with graphic artists, printers and packaging experts to design logos, packaging, brochures and point-of-purchase collateral material consistent with the adventure-oriented theme of the product line.
FINANCIAL MANAGEMENT: Marshall Lind also produced a detailed business plan to convince Chinese and U.S. bank directors and international lawyers to draw-up a rare back-to-back L/C finance contract to cover the $194K manufacturing bill.
 
SALES & DISTRIBUTION
NATIONWIDE SALES: Wal-Mart's predatory discount practices ended Busy Buddies Inc.'s relationship with the aggressive retailer. Despite initial small retailer resistance to carrying DESK-DINOS, in direct competition with Wal-Mart, Marshall Lind persisted by employing a nationwide network of independent gift sales reps. In just two short years he accomplished national distribution, selling thousands of DESK-DINOS to the toy, gift, museum, stationery and school supply markets in the U.S. and abroad before international production issues forced BUSY BUDDIES Inc. to dissolve in 2000.

 
FOR INFO or PROJECT MANAGEMENT QUOTE:
408-667-6026
info@mgldesigns.com
1498 Bird Ave., San Jose, CA 95125
 
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