Marketing for a Late Stage Start-Up Peggy Fenwick Director, Marketing

SupplySolution, Inc. © History of SupplySolution Company founded in 1998 by automotive supplier plant manager. Internet start-up for manufacturers and their supply chains. Automotive was our first vertical market. i-Supply is a real-time supply chain execution solution, focused on the movement, consumption and replenishment of inventory. Global offices to serve our customers. Today we have over 140 employees. Today we offer solutions to the automotive, hi-tech, electronics, chemical and heavy machinery industries.

SupplySolution, Inc. © Areas of Responsibility Marketing Brand Awareness Marketing Communications Sales Support Web Site Lead Generation Public Relations Media Relations Industry Analyst Relations Events Awards

SupplySolution, Inc. © In early 2000 Stealth Marketing The “Unknown Customer” Biggest challenge was brand awareness Partners, partners, partners Airfoil Public Relations Above All Marketing Unveiled new identity elements in fall, 2000 By year-end, we had 4 people focused on marketing

SupplySolution, Inc. © Our ‘coming out’ party Started the year with 700 clients Ended year with over 2,200 clients Big emphasize on integrated marketing programs: Heavy PR activities Strong Print, Radio and Outdoor board campaigns Partnership with Covisint, the automotive exchange, formed Awards sought

SupplySolution, Inc. © Media Impressions vs. Web Traffic

SupplySolution, Inc. © Awards and Recognition Future 50 Award winner, 2001 Codie Award Nomination (Finals in April) PACE Award Finalist, 2002 (3/4/02 winners are announced) ComputerWorld Magazine’s Company to Watch, 2001 Entrepreneur of the Year Finalist, Software Council, CA, 2001 iSource Magazine’s Provider Pros to Know, 2002

SupplySolution, Inc. © Marketing Lessons Learned… Secure your budget – and hold on tightly CEO Support is crucial Leads, leads, leads Partners are important Marketing, PR, Implementation, and Resellers

SupplySolution, Inc. © Remember Everyone ‘knows’ marketing --- hence, you get a whole lot of advice, even when you are not asking for it.

SupplySolution, Inc. © Contact Info Peggy Fenwick, Director of Marketing SupplySolution