• Case Studies…
Introduction
In 1998, Jay Reddy was a young executive at Yum Brands in Dallas, Texas, who dreamed of creating new technology to automate supply chain decision making.
He left Yum Brands to found MindFlow Technologies in 1999 and asked a trusted friend and mentor in Austin how to build his seven-person company into a powerhouse. The friend told him that, to become well known by procurement professionals, he should engage Peter Arnold Associates (PAA).
The Problem
As with most start-ups, MindFlow needed to create awareness in the marketplace as soon as possible because it was competing with established companies. They also needed to drive revenue, gain confidence and endorsements from industry analysts and other market influencers, as well as attract top executives for management and technical positions. The company was striving to reach and maintain profitability.
The Solution
PAA became “employee” number eight. Over eight years, we provided strategic message development and tactical PR outreach, helping Jay and his management team become known for distinctive, industry-leading supply-chain technology. One of the key strategies that PAA employed was utilizing MindFlow’s customer base as proven champions for the company. PAA developed messages that continued to build Mindflow’s client base and profitability: “In close partnership with its world-class customer base, MindFlow had enabled more than $500 million in materials cost reductions (2002)” and “MindFlow earns a four-star rating from a major independent research firm for customer satisfaction. (2004)”
The Results
MindFlow won national recognition, gained a robust worldwide client base, and earned venture capital backing of almost $10 million. PAA was instrumental in helping to get MindFlow Technologies recognized by Computerworld as an “Emerging Company To Watch,” dBusiness.com as one of the “Top 50 Companies to Watch,” and a leading trade journal to identify Jay Reddy as one of its “Pros to Know.” In 2006, MindFlow Technologies was acquired by Emptoris.
