A company with a business unit supplying the electrical and electronics industry appeared to be showing strong sales and profit. Closer analysis of the sales figures revealed most of their business was via 4 main customers with only a small number of additional low revenue customers – in effect a four legged stool holding up the business unit!

In fact due to changes in production methods that ceased the need for the product supplied at one customer and the loss of sales to competitors at another customer, this business unit rapidly became rather wobbly!

Luckily as the potential fragility of the customer base had already been identified a lead generation direct marketing programme had been devised to gain new customers and replace the lost business.


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