RW CONSULTING
CATALOG EVALUATION TOOL®
Fact Sheet
Description
The Catalog Evaluation Tool represents a quantitative as well as qualitative approach to estimating the probable success of new or spin-off catalog concepts. The Tool quantifies likely outcomes by assigning weights to several dozen factors predicative of catalog success. As importantly, the evaluation process assists marketers to identify the major strengths and weaknesses of their start-up or spin-off idea.
The Catalog Evaluation Tool was derived by applying lessons learned from 20+ years working with numerous catalog start-ups. These efforts have included consumer as well as business-to-business books.
What is involved?
At its simplest and most "automated" we can work with clients to complete a streamlined 4-step process to work through the Tool. This process can be completed in less than a month. Steps are as follows:
1. Information Gathering
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We provide an extensive questionnaire which seeks answers to the many factors
key to the success of a mail order catalog. |
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The client is asked to answer each question as completely and in as much
detail as possible. We provide clarification and direction as needed. |
| Completed questionnaires are returned to us. |
2. "Scoring"
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We review and "score" the concept. Scores are weighted to reflect the relative
importance of each factor.|
A summary value indicating likely success is calculated.
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3. Evaluation
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Answers are carefully reviewed to identify key strengths, weaknesses and
challenges to overcome. We will ask for additional input as needed.|
Challenges are prioritized based on their importance and likelihood of being
overcome.
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4. Deliverables
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A written report highlighting findings and recommendations is prepared. It
can be presented in person or discussed in a conference call. During this meeting, we:
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Cost
This Tool was designed as a low-cost way to decide, up-front, whether management should devote additional resources to a catalog concept. If more study is warranted before a final judgment, it indicates which questions to address and what constitutes a positive or negative response.
Assuming that we conduct the evaluation without an initial face-to-face meeting and that our final presentation is informal, fees are capped at $7,500. If additional research or client interface is required or a more formal presentation needed, fees can be expected to range from $10,000 to $12,500. The only significant addition to either number is for the out-of-pocket expense of traveling to an out-of-town client site.
Compared to the resources at risk moving ahead with a weak concept or the opportunity cost of not pursuing a sound idea, we believe these fees represent a small price for solid, experience- based direction.
Call or e-mail for your copy of the Catalog Evaluation questionnaire.
