goldfish portfolio july2013

Amy Duncan | Chief Marketing Consultant | [email protected] | 858.254.7009 | www.goldfishconsulting.com

July 2013

PORTFOLIO

Life Science Marketing

www.goldfishconsulting.com 2

Goldfish Consulting, Inc. was founded in 2008 by three professionals with the goal to help small businesses and entrepreneurs grow their businesses by sharing our expertise in strategic marketing, website design, and outsourced IT. Goldfish is an excellent resource for start-up and fast growing businesses. We provide an immediate qualified alternative for companies lacking suitable resources, or who are short on time or staff.

About Goldfish Consulting

www.goldfishconsulting.com ©Goldfish Consulting, Inc. 2


Goldfish Marketing specializes in helping biotechnology companies and scientific founders create branding and messaging that resonates with like-minded customers and partners. We develop strategies based on VOC, internal audits, and detailed competitive analysis. This provides a foundation for developing value proposition and customer-centric messaging that we translate into marketing activities and sales tools.

About Goldfish Marketing



Amy Duncan, Chief Marketing Consultant, has over 15 years experience designing and executing successful marketing programs for start-up, mid-size, and large global life science corporations. She’s led product management and managed corporate branding initiatives at Invitrogen; developed sales and marketing strategies at Applied Biosystems; and directed product marketing programs at Stemgent, an entrepreneurial start up. As a professional consultant Amy helps companies and scientific founders improve their strategic positioning to expand awareness and grow sales. She specializes in marketing strategy and launching new brands into the market. She’s recognized for her responsiveness, creativity, and professionalism. Amy has a BS in biochemistry from UC Davis and an MBA from San Diego State University.

Goldfish Marketing & Design Team

Jad Duncan, Design Chief, specializes in web and graphic design. Originally a stock broker and investment banker, he spent 10 years at General Atomics managing government contracts and purchasing. In 2000, he co-founded a software engineering government contracting business. Jad managed contracting, accounting, payroll, and human resources, growing the company to over 50 employees and $15M in under seven years. In 2008, Jad co-founded Goldfish Consulting having completed his web design certification at UCSD, where he’s designed over 30 web sites and counting. Jad has a BA in mathematical economics from UC Berkeley, an MBA from San Diego State University, and is a graduate of the UC San Diego Digital Arts Center (DAC).


Many Satisfied Customers


http://www.laragen.com/

http://www.seqwright.com/

http://www.expedeon.com/

http://www.tissuenetix.com/

http://www.orphagen.com/index.html

http://www.illumina.com/

http://www.retrogen.com/site/index

Analysis Design

Inte

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How strong is our brand? Are there market

opportunities for this idea? What do customers think

of this product? What’s important to our

customers?

Make our website attract and engage customers.

Make our newsletter more inviting to read.

Create an exhibit booth to match our brand.

Content

Capture why customers use our product.

Improve our web copy/SEO.

Strategy

Soci

al M

ed

ia

Help me hone my message to a specific market.

How do we approach social media?

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Bro

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Goldfish Marketing Services


Featured Life Science Projects


Capture stories of opinion leaders using our products in case studies

Services

Customer Insights (VOC)

Case Study Copywriting

Over 20 completed to date

“Amy is a very savvy business professional who was able to help me achieve VOC goals, quickly and easily with minimal time and input on my part. She was very responsive and able to get great interviews from several of our key customers. She wrote up the interviews in a concise, easy-to-read manner that passed through the approval process, both in house and from researchers, with minimal changes. Always pleasant to work with and happy to take on new projects. I would recommend Amy for any Marketing/VOC project you have.” - Robyn Leung, Manager, Scientific Writing

Testimonial


http://www.illumina.com/systems/miseq/featured_researchers.ilmn

http://www.illumina.com/systems/hiseq_2500_1500/featured_researchers.ilmn

http://www.illumina.com/

Develop targeted messaging for specific customer segments

Services


Competitive Audit

Brand Platform Development

Creative Brief

Messaging and Positioning

“Our experience in developing a brand platform with Amy was great. Amy has deep expertise in the biotech industry and was able to frame and execute on an extremely effective consulting program with results that were thoroughly researched and documented. I highly recommend Amy for her work in branding and message development for our business.” - Merrilyn Datta, Head of Global Services

Testimonial


http://www.invitrogen.com/site/us/en/home/Products-and-Services/Services/instrument-qualification-services/instrument-services.html

Gather scientist feedback on new product ideas

Services

Market Assessment

Competitive Audit


Messaging and Positioning

Website Copywriting/SEO

Graphic Design

"Amy has been a great asset in helping Solulink gather VOC about new products and ideas. She has helped us better position products on our website, improving web metrics. We can confidently rely on her and expect quick turn-around times. It has been a pleasure working with Amy." - Steve De Graw, President

Testimonial


Lead marketing team and help us engage better with customers

Services

Marketing Team Lead

Strategic Marketing Plan

Brand Platform / Creative Brief

Social Media Strategy

Newsletter Content & Production

Event Calendar

“The segment messaging is really good. I think that is exactly what our clients hear from us. Great presentations of the plans. The energy and excitement for this initiative is really attributed to your hard work and dedication to UL!” - Kim Lim, CEO

Testimonial


Design new identity to update company brand

Services

Brand Identity

Logo Design

Business Cards

Website Design

Exhibit Booth Design

Collateral

“I think the end-result looks very nice indeed: it symbolizes the transition the company is and has been making over the past 6 months.” - Heikki Lanckriet, CEO

Testimonial


http://www.expedeon.com/Home.aspx

Update brand style and messaging for new bioinformatics product

Services

Messaging Positioning / Creative Brief

Brand Identity

Exhibit Booth

Collateral

PowerPoint and Poster Templates

Banner Ad Campaign on GenomeWeb

“When people walked by the booth they would definitely stop an you could see their eye go toward where the bullet points are. It worked well.” - Ted DeFrank, President of Active Motif

Testimonial


Create brand identity and messaging for new bioinformatics service

Services


Brand Identity

Logo Design

Business Card Design

Website Design

Banner & Postcard Design

"Amy's group built my website, designed and printed flyers, created a company logo, and made the best business cards that I have ever had! I found that she is personable, creative, reliable and a person of high integrity. I highly recommend Amy Duncan for your next project." - Martin Gollery, Founder

Testimonial


Create a professional brand image to attract more pharma business

Services

Brand Identity

Website Design

Exhibit Booth Design

Brochure Design

Insert Design

“Amy was excellent to work with when we decided to overhaul our website and printed materials. She easily understood what we were trying to accomplish and how to tie all of our materials from website to brochures and tech sheets together to enhance our image and message. She was always on time and worked within our budget constraints. I highly recommend Amy and Goldfish to anyone that needs web design and graphic work.” - Cal Froburg, Director of Marketing

Testimonial


Create brand identity and website for new technology start up

Services

Brand Identity

Logo Design

Business Cards

Website Design

Market Analysis

Press Release

“It was a pleasure working with the Goldfish team to design and implement the TissueNetix website. I am very pleased with the result and I am looking forward to working with Goldfish on future projects for my company.” - David A. Giegel, President

Testimonial


http://www.tissuenetix.com/index.html

Give website a professional company look, matched to concerns of target audience

Services

Logo Refinement

Website Design

Brand Identity

"When Orphagen was looking to re-work its company website we engaged Amy’s company Goldfish following a personal recommendation. Amy and Jad were very professional and offered a number of insightful options to suit our business, our target audience and the innovative vibe that Orphagen was looking to portray. The site looks great and we are very happy with how it turned out. On top of that, they were a delight to work with and I would highly recommend them." - Cate Challen, PhD, Director of Business Development

Testimonial


http://www.orphagen.com/index.html

Update website and collateral for environmental services company

Services

Logo Design

Website Design

Brochures and Flyers

"I recently hired Goldfish Consulting to rework my website and brochures at Pure Effect, Inc. I worked with Jad and Amy directly with all of my content and design for the website and brochures, and was very pleased with the results. I now use Goldfish for various other marketing tools, and will continue to do so in the future." - Robert Robinson , President

Testimonial


Help us reach customers in the life sciences and medical device markets

Services

Market Analysis


Brochure Copywriting

Brochure Design Direction

“Amy was both flexible and professional as we continued to define what our specific needs were. Ultimately, she delivered a concise and clear breakdown of the market segment we were trying to develop. She helped us to define entry points as well as the language to use to appeal to our target customers. Amy and her company, Goldfish Consulting, provided an excellent value to us and she gets my enthusiastic recommendation.” - Dan Kline, Owner/Founder

Testimonial


Help us launch a product into the US life sciences market

Services


Brand Platform / Creative Brief

Copywriting

Flyers, Press Release, Brochure

Facebook Contest

Exhibit Booth

HUPO In-booth Game

“Amy was an invaluable resource in developing marketing strategies and creative ideas for our product launch into the US market. Through customer insights she obtained honest feedback from scientists about our products and provided excellent recommendations. She developed competitive positioning and messaging, coupled to an interactive tradeshow theme and contest that built awareness and trial. Amy produces high-quality work, even with tight deadlines. It was a pleasure working with her.” - John Manusu, Chairman

Testimonial


http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=cVrZxxMznH4m0M&tbnid=hg8YRfWWFV9_gM:&ved=0CAgQjRwwAA&url=http://www.bioinquire.com/&ei=SBWNUdmZFYPiiAL5qIDwDA&psig=AFQjCNGJFqM263sajTL-TY4FVY7tdeMO6Q&ust=1368286920395752

Update logo and brand image to improve professionalism

Services

Logo Design

Website Design

Business Cards

Flyers

"Overall the site looks good. The cards and letterhead look nice, especially the cards." - Jinliang Li, President

Testimonial


http://www.goldfishconsulting.com/LovingRN-Card.jpg

http://www.laragen.com/index.html

Award Winning Invitrogen Work


www.goldfishconsulting.com ©Goldfish Consulting, Inc.

Life Science Industry Award’s “Best Print Advertisement”

Work done with outside agency as Invitrogen Corporate Communications Sr. Manager

“Amy is a strategic communicator who has the ability to integrate marketing communications in an effective and creative way. During our time at Invitrogen, Amy pulled together Invitrogen's various brands and companies to create a cohesive look that was translated into award-winning advertising. If it's advertising, marketing communications, or integrated brand promotion you need, Amy Duncan is the right choice!” - Mary Cassoni, VP Corporate Communications

Testimonial

23

Best Developed Product with Significant Impact on an Existing Market

Work done as Invitrogen Marketing Manager with internal R&D team and inside agency

“I always could trust Amy with any project I gave her. As a result she managed some of the most important products in the portfolio (and the company). Amy knows the bio-tool industry and brings a ton of creativity to all she does. She is also a pleasure to work with and very professional.” - Scott Provost, VP Marketing

Testimonial



Testimonials


“Amy was an invaluable resource in developing marketing strategies and creative ideas for our product launch into the US market. Through customer insights she obtained honest feedback from scientists about our products and provided excellent recommendations. She developed competitive positioning and messaging, coupled to an interactive tradeshow theme and contest that built awareness and trial. Amy produces high-quality work, even with tight deadlines. It was a pleasure working with her.”

- John Manusu, Chairman, NuSep

"Amy has been a great asset in helping Solulink gather VOC about new products and ideas. She has helped us better position products on our website, improving web metrics. We can confidently rely on her and expect quick turn-around times. It has been a pleasure working with Amy.“

– Steve De Graw, President, Solulink

“Our experience in developing a brand platform with Amy was great. Amy has deep expertise in the biotech industry and was able to frame and execute on an extremely effective consulting program with results that were thoroughly researched and documented. I highly recommend Amy for her work in branding and message development for our business.”

– Merrilyn Data, Head of Global Services, Life Technologies

“Amy was excellent to work with when we decided to overhaul our website and printed materials. She easily understood what we were trying to accomplish and how to tie all of our materials from web site to brochures and tech sheets together to enhance our image and message. She was always on time and worked within our budget constraints. I highly recommend Amy and Goldfish to anyone that needs web design and graphic work.”

- Cal Froburg, Marketing Director, SeqWright


Testimonials


“Amy is a very savvy business professional who was able to help me achieve VOC goals, quickly and easily with minimal time and input on my part. She was very responsive and able to get great interviews from several of our key customers. She wrote up the interviews in a concise, easy-to-read manner that passed through the approval process, both in house and from researchers, with minimal changes. Always pleasant to work with and happy to take on new projects. I would recommend Amy for any Marketing/VOC project you have.”

- Robyn Leung, Manager, Scientific Writing, Illumina

“Amy has been an outstanding resource when I have needed expert assistance with communications and branding strategies. She has keen insight and high-level corporate experience dealing with demanding marketing executives. She created solid brand integration plans for me while at two major companies in the Life Science industry (Invitrogen and Affymetrix). In my current role as Sr. Director of Integrated Communications at Affymetrix, I have used her work as the foundation that guides all new brand integrations. She also developed a corporate product brochure that has been the dominate communication vehicle used at sales events and major corporate functions such as investor conferences and press events. Amy provides superb service and I will not hesitate to use her in the future should an opportunity arise. She has my highest recommendation and I am happy to speak with anyone seeking her consulting services.”

– Annette Summers, Sr. Director, Integrated Communications, Affymetrix

“We are all very impressed with the work you’ve done and think you are a great fit with the team here. We have more projects for you coming.”

- Meredith Manning, Vice President Marketing, Sally Ride Science

“It was a pleasure working with the Goldfish team to design and implement the TissueNetix website. I am very pleased with the result and I am looking forward to working with Goldfish on future projects for my company.”

- David A. Giegel, President, TissueNetix


Testimonials


“Amy and I recently served as consultants to the same client, where I had a great opportunity to observe (as well as to rely upon) her marketing expertise. Her Voice of Customer interviews and analysis were exceptionally well done -- through her networking skills she recruited exactly the right participants, asked exactly the right questions, and analyzed the results without prejudice or assumptions. The result was a VoC report which was insightful and actionable, and which I found myself going back to again and again because it was so information-rich. Similarly, her market analysis was precisely to the point, highly strategic, and carefully crafted -- infinitely more valuable than the one-size-fits-all 'canned' analyses too many of my other clients rely upon. Technology- and product-development projects rise or fall on the quality of the marketing expertise which guides them. My work was made so much easier -- and better -- due to Amy's superb efforts. It was a great pleasure working with her, and I look forward to doing so again.”

- William Busa, PhD, Principal, Busa Consulting

“Amy was both flexible and professional as we continued to define what our specific needs were. Ultimately, she delivered a concise and clear breakdown of the market segment we were trying to develop. She helped us to define entry points as well as the language to use to appeal to our target customers. Amy and her company, Goldfish Consulting, provided an excellent value to us and she gets my enthusiastic recommendation.”

- Dan Kline, Founder, NOVO Engineering

“Amy has in-depth knowledge of the life science industry and is highly experienced at selling and marketing to life scientists. Amy quickly came up to speed on the stem cell biology market and worked rigorously to build our new product introduction and product marketing processes. She is a creative thinker and a natural problem solver, a great addition to any team.”

- Tom Klenke, COO, Stemgent


Testimonials


“We have been using Goldfish Consulting for the past couple of years to assist our TimeLogic business with a variety of marketing related projects from strategic planning to execution of marketing and advertising tactics. We plan on continue to use her and her team moving forward. She is essentially part of our team.”

- Ted DeFrank, President, Active Motif / Time Logic

“Amy's group built my website, designed and printed flyers, created a company logo, and made the best business cards that I have ever had! I found that she is personable, creative, reliable and a person of high integrity. I highly recommend Amy Duncan for your next project.”

- Martin Gollery, Founder, Tahoe Informatics

“I recently hired Goldfish Consulting to rework my website and brochures at Pure Effect, Inc. I worked with Jad and Amy directly with all of my content and design for the website and brochures, and was very pleased with the results. I now use Goldfish for various other marketing tools, and will continue to do so in the future.”

- Robert Robinson, President at Pure Effect, Inc. Environmental Solutions

“When Orphagen was looking to re-work its company website we engaged Amy’s company Goldfish following a personal recommendation. Amy and Jad were very professional and offered a number of insightful options to suit our business, our target audience and the innovative vibe that Orphagen was looking to portray. On top of that, they were a delight to work with and I would highly recommend them.”

- Cate Challen, Director of Business Development at Orphagen Pharmaceuticals

“Amy's company, Goldfish Consulting Inc., helped us to re-design the look and feel of our marketing collateral, as well as re-design our website. They were truly a pleasure to work with and provided valuable insight and advice. Their work was of the highest caliber and the cost was very affordable. I highly recommend Amy and Goldfish Consulting, and will continue to use them for our business needs.”

- Ed Marsh, General Manager at Expedeon, Inc


Contact us through email or a phone call. From there we’ll set up time to talk about what you need and how we can help. After our meeting, Goldfish will draft up a proposal and upon agreement, work will begin.

Getting Started with Goldfish

To get started, please contact Goldfish at: +1-858-254-7009 [email protected]

www.goldfishconsulting.com


http://www.bbb.org/san-diego/business-reviews/computer-consultant/goldfish-consulting-inc-in-del-mar-ca-171994259/