Helping Companies Edge out the Competition

By Katie Okawa

Fibertech, a fiberglass manufacturer located in Central, S.C. worked on this project in Washington, D.C. to show how good pattern molds create fantastic results.

Growth was just what Sharon May, owner of Hennessy’s restaurant in Columbia, was hoping for when she contacted ECI-Find New Markets about marketing her restaurant’s signature dressing.

“After seeing that there was such a popular demand for the dressing, I thought maybe there’s a larger market for it,” said May.

ECI began by analyzing the current specialty food and salad dressing markets to determine distribution channels, competition and growth potential for May’s product. Then, Venture Elements applied the information to develop a name, product packaging, brochure and Web site.

May’s entrepreneurial venture was a success as “May’s Unique Vinaigrette” is now available in 18 states, product sales have significantly increased, and the new Web site offers potential for nationwide growth.

Many business owners, like Sharon May, are looking for that dynamic edge – the thing that divides them from the others. Whether it’s a strategic business partnership or an excellent Web site, pinpointing and executing the optimum edge to rise above the competition is crucial to success.

But how does a business go about identifying this edge? Also, who has the time, considering small and medium-sized enterprise (SMEs) owners are consumed with running a business. Plus, what about the expertise or the funding?

South Carolina Chamber of Commerce affiliate ECI-Find New Markets could be a solution.

ECI-Find New Markets is a nonprofit organization dedicated to helping SMEs grow their business and discover their essential edge. ECI provides affordable international and domestic market research, creative marketing solutions and expansion strategies.

“Research is at the core of everything we do,” said Anita Patel, ECI’s project manager and head of market research. “It allows us to look at the client in terms of market position and growth potential, giving us a greater knowledge base to create effective marketing plans and business solutions that work.”

Fibertech is a custom architectural fiberglass manufacturer based in Central, S.C. It struggled during its peak seasons to meets consumer demands. “We needed to identify potential pattern makers, open mold makers and potential mold makers for the resin transfer process,” said Fibertech President Rives Cheney. “Our business was growing rapidly, and we needed resources outside our own factory.”

ECI’s market research team immediately went to work conducting interviews and scouring the Internet to identify companies that could assist Fibertech with its influx of orders. After carefully screening their findings in terms of experience, manufacturing abilities and pricing, the ECI team presented suggestions to Fibertech.

“Their research met our geographical demands and was quite thorough in identifying potential suppliers,” said Cheney. “They developed an excellent list of contacts for us.”

But ECI is more than just research. Its marketing division, Venture Elements, assists companies with everything from Web site development to product marketing and branding.

“Marketing often falls by the wayside, especially with SMEs,” said Marketing Director Maureen Taylor. “But it really is one of the most essential elements to a successful business startup and company growth.”

Since its establishment in 1997, ECI has helped more than 1,000 companies expand their business. Whether in need of a logo design or interested in international commerce expansion, ECI has proven itself as a reliable and affordable resource for SMEs to find new markets and gain that all-important competitive edge.

Katie Okawa is a senior at the University of South Carolina majoring in advertising. She works as an intern for ECI-Find New Mark

Beyond the Pages: Watch a video featuring SC Chamber President and CEO Otis Rawl as he talks with ECI-Find New Markets President Fred Monk about growth opportunities for South Carolina businesses.