Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release

Contact: Geoff Ficke

859-567-1609

gficke@msn.com

Duquesa Marketing Announces Free Project Review And Funding Viability Analysis for Beauty Products

Award Winning Branding and Consumer Product Development Firm Offers Clients Over 40 Years Experience as Project Managers

Florence, KY  Geoff Ficke, President of award winning international Branding and Consumer Product Development firm Duquesa Marketing announced today a new Funding
Viability and Project Review Analysis for innovators seeking experienced guidance before entering the Cosmetic, Fragrance and Beauty product industry with new concepts.

“We have launched many of our own Beauty products over the last 40 years, and many more for clients in the American and international markets”, said Mr. Ficke. “The opportunity for us to save entrepreneurs time, money and mistakes by offering a simple review and analysis proves very beneficial to first time Cosmetic industry marketers”.

“A free 20 question quiz that can be downloaded from our web-site www.DuquesaMarketing.com and a phone consultation provides anyone interested in entering the Cosmetic world with a basket full of answers and options”, said Alexis Bruning, V.P. of New Product Development for Duquesa Marketing. “It is gratifying to us to be able to offer product development, marketing and funding guidance based on our long industry experience”.

“Duquesa Marketing has made it our mission to mentor young innovators in the Cosmetic industry space”, said Nancy Ficke, General Manager for Duquesa Marketing. “The menu of services we offer is a one-stop, turn-key project development service and it often starts with the Free Project Review and Funding Analysis consultation”.

by: Geoff Ficke

Brand Extension Can Be a Key to Growing and Evolving a Consumer Product Line or Service

Switzerland is the couture watch capital of the world. A visit to Geneva and its surrounding cantons exposes the traveler to the hundreds of exotic watch brands made in this famous horology center. Eponymous watch stores, displays, advertisements and billboards and jewelry stores are ubiquitous. Each brand prides itself on the customization, detail, amazing complications and old world craftsmanship that is present in each artisanal timepiece produced.

Rolex, Frank Muller, Constantine Vacheron, Piaget, Chopard, and scores of other producers offer pieces that retail for thousands, to hundreds of thousands of dollars. Exclusivity of distribution is practiced with military-like diligence. Into this clubby world, in the late 20^th century an outlier sprang forth. The amazing Swatch watch line was born.

Swatch is everything that Audemars Piguet and Breitling are not. Mass produced, simple mechanical movements, plastic bands, unlimited and gaudy color combinations and very low retail price points mark Swatch as a watch for everyone. No exclusivity here.

Swatch became an international hit almost immediately. Consumers loved the quirky, whimsical look of the time pieces. And then Swatch did something that seemed counter-intuitive: the Company teamed up with Mercedes Benz to create the Swatch automobile lineup.

Mercedes Benz and Swatch seem like strange business bed partners. And yet, this has become an international example of a successful Brand Extension that is ripe with benefits for both Companies.

Mercedes Benz has been able to keep production flourishing, develop small car manufacturing technologies that could never be perfected on their high end, exclusive luxury models, profit handsomely and still keep their Mercedes Benz Brand name and heritage pristine. The car they produce is known by consumers as a Swatch car, not a Mercedes Benz Swatch.

Swatch, having no capability to produce such complex machines as automobiles, gained the luster and panache of having a Mercedes Benz produced vehicle to sell. The Branding of the cars, the fun, hip color combinations of the interiors and exteriors of Swatch cars stand out in a sea of look alike, dull, even ugly mini-car offerings. It is fun to own and drive a Swatch,
practical too as a miserly fuel sipper and an easy vehicle to maneuver in crowded cities.

The Swatch car has further extended the fame and Branding of the Swatch watch business. The very word Swatch creates instantaneous thoughts of bright, cool and fun products with great design cues. Swatch is by far the largest selling watch Brand in the world.

Rossignol is a famous producer of skis. Many Olympic champions, professional and serious skiers prefer Rossignol skis to any other Brand. This is one of the most famous sporting good brand names in the world.

Some years ago Rossignol, having conquered the ski slopes, decided to enter another arena. They began to produce Tennis rackets. Rossignol tennis rackets are now ubiquitous on the men’s and women’s international professional tennis tours. This is another obvious example of utilizing the concept of Brand Extensions to grow a mature firms business in another space.

Branding Extension can be hurtful to a business franchise. A famous example of this is demonstrated in the history of the venerable Pierre Cardin fashion business. Cardin was one of the earliest proponents of licensing his name. In the 1970’s, at its zenith, Pierre Cardin was generating over $400 million dollars annually in sales turnover of his couture men’s and ladies Clothing and Fragrance lines. Then the pursuit of licensing began.

Over a period of about 20 years, the fashion franchise that Pierre Cardin had arduously built began to crumble. The extension of his brand became an industry joke. The formerly famous Pierre Cardin logo began to appear on a slew of wholly unrelated, unfashionable, cheaply made products. Sport bags, running shoes, cheap Asian ties, mass market plastic tableware, bath towels and hundreds of other products began to flood discount stores with low end goods carrying the iconic PC logo. Department stores and luxury boutiques took notice and discontinued the Pierre Cardin lines they had carried proudly for years.

Mercedes Benz has enhanced their business by extending to partner with the Swatch. Pierre Cardin did not police his brand and his extension into rubber flip flop-type products meant death to his fashion house.

Brand Extension is a technique that we have practiced on our products and for client Consumer Product brands for many years. It is a wonderful way to grow a mature business. But remember, the Brand Extension must make sense to your most important asset, your customers and clients. Do no harm!

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release

Contact: Geoff Ficke

859-567-1609
gficke@msn.com

Duquesa Marketing to Introduce Earring Chalet Lineup At JCK Show, Mandalay Bay, Las Vegas, June 1-4, 2012

Client Lori Leigh Designs LLC to Unveil Organizer Accessories At Key Jewelry Industry International Trade Show

Florence, KY  Nancy Ficke, General Manager of international award winning Branding and Consumer Product Development firm Duquesa Marketing, announced today the unveiling of client Lori Leigh Designs LLC and their line of Earring Chalet organizers at the upcoming JCK Jewelry industry trade show.

“Lori Leigh Designs has created a lineup of fashionable, handy and simple earring organizers that will be a must-own for every woman that loves their collection”, said Mrs. Ficke. “We are raring to introduce this line to the international jewelry trade at the JCK show in June”.

The Earring Chalet will be offered in eight fashion colors and two styles”, said Alexis Bruning, V.P. of New Product Development for Duquesa Marketing. “We have developed a travel unit that holds up to 15 pairs of earrings and a vanity unit that can organize 75+ pairs. Feedback from our Focus Group participants was overwhelmingly positive to the functionality and usefulness of the products”.

“USA retail pricing, international distributor pricing, sales promotion and support for Lori Leigh Designs Earring Chalet products will be unveiled at the JCK show”, said Geoff Ficke, President of Duquesa Marketing. “The web-site is being completed and the URL will be ready for visitors in late May”.

by: Geoff Ficke

A “Wanna Be” Entrepreneur in Reality Is a “Wantrepreneur” and Will Never Be Successful

Very few of the hundreds of Consumer Product projects that my Branding and Marketing Consulting firm review each year ever go much beyond the talking stage. Talk is cheap. Deamers dream. Successful entrepreneurs are relatively rare. The necessary makeup to compete in the marketplace of ideas and products is in fairly short supply.

The best descriptive I can use to describe the dreamer that will never launch is the portmanteau “wantrepreneur”. This is the word we use to define the eternal grazer. They hope, wish and want to be successful but will not take the absolutely necessary steps required to get into the game. This pseudo-entrepreneur wants a lot of things, variously including…

• Wants a Business Plan
• Wants Design Engineering
• Wants Prototyping
• Wants Branding Development
• Wants Legal Counsel
• Wants Patents and Trademarks
• Wants Marketing Strategy Customized
• Wants Market Research
• Wants Focus Groups
• Wants Licensing Opportunities
• Wants Web-site Design
• Wants Social Media Management
• Wants Sales Representation
• Wants a Public Relations Campaign
• Wants Manufacturing Organized
• Wants Fulfillment Systems Organized
• Wants Investment, Funding
• Want all of this and often much more!

The reality is that the aspiring entrepreneur has two options available to achieve the above work elements that are but a partial list of the items that must be present in order to achieve a Consumer Product or Consumer Service launch.

1.   Hire vendors that can successfully perform in their area of specialization.

2.   Do it yourself.

I started my first business in 1978. I did it myself. I was a self-taught entrepreneur who, once having figured things out, realized that I could repeat the process again and again. I did this for a series of ventures that I launched. It can be done. I and many others are proof that with enough drive, ambition and confidence in themselves and their ideas success is a real option. Option #2 is not a chimera but it is not easy.

Option #1 is the route that most prospective entrepreneurs are forced to take. The skills that must be mastered can seem daunting to a novice. The list is long, much longer than detailed above. Successful entrepreneurs always find the means to raise the monies needed to hire professional help in areas that they do not have mastery of.

“Wantrapreneur’s” always attempt to acquire talent and expertise with promises, futures, equity and histrionics. The approach they take always follows an obvious lineup of talking points. Their Toy or Board Game is the next Monopoly or Bratz Doll. Their Wellness Supplement will revolutionize the Joint Pain market. The Pet Product they have developed to comfort arthritic dogs will sell hundreds of thousands of units. The Juvenile Jewelry line they have conceptualized will be on every little girl’s wish list. The list goes on endlessly.

The “wantrapreneur” always wants vendors to partner. I always ask what a person does for work. When I am told, “Salesman, truck driver, insurance adjuster, bank analyst”, etc., I respond with another simple question: “Do you work for free”? Qualified engineers and graphic artists and consultants are paid for their work, their experience, their Rolodex. Proven professionals actually save entrepreneurs time, money and mistakes.

How an aspiring entrepreneur approached funding sources and professional vendors is crucial. We rarely see this introductory process handled properly by novice entrepreneurs.  Do your due diligence. Do not attempt to sell dreams. My dreams are almost certainly not your dreams.

The process of starting a business or launching a Consumer Product is arduous. There is a reason for this. If it was easy everyone would be doing it and they are most certainly not. The difficulties inherent in getting a product off the ground act to cull the marketplace and serves as a type of Merchandising Darwinism. Merchants, distributors, investors, venture capital, strategic alliances and partners all seek out projects that survive the development process and are representative of the old saw “survival of the fittest”. “Wantrepreneurs” do not need apply.

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release:

Contact: Geoff Ficke

859-567-1609
gficke@msn.com

Duquesa Marketing Client Invited to Enter Products in ICMAD International Product Design Competition

3 Sisters Restorasis™ Skin Therapy to Contend for Prestigious Cosmetic Industry Award to Be Announced in New York City, June 20, 2012

Florence, KY   Geoff Ficke, President of international award winning Consumer Product Development and Branding Consulting firm Duquesa Marketing announced today that his group has been advised by the Independent Cosmetic Manufacturers and Distributors (ICMAD) that 3 Sisters Restorasis has been selected to participate in the trade associations
prestigious International Product Design Competition.

“3 Sisters Restorasis is an example of a serious Medical Aesthetic skin therapy regimen that blends stunning product performance with elegantly simple packaging”, said Mr. Ficke. “The ICMAD award competition is so very selective so it is always a thrill to have your work recognized by peers”.

“Duquesa Marketing has done a very professional, innovative job of creating a product design that co-mingles the advanced science of 3 Sisters Restorasis and a sleek, contemporary visual presentation that supports the brand”, said Jeanne O’Connell MD, founder and President of Frederick, MD based Restorasis Essentials LLC. “We are thrilled with the market response to the products performance and the Branding visuals”.

“ICMAD is a trade association which represents and supports the hundreds of independent Beauty product marketers that provide so much of the creativity endemic in the Cosmetic
and Toiletry industry world-wide”, said Alexis Bruning, V.P. of New Product Development for Duquesa Marketing. “Their annual product design competition is an apex event in the cosmetic world”.

by: Geoff Ficke

The 5 Absolutely Essential Personal Traits Needed to Become a Successful Entrepreneur

I am often asked by media interviewers, prospective entrepreneurs and college students I mentor to identify the most important qualities that are present in successful small business start-up owners and innovators. Obviously there are many personality traits that contribute to success in every sort of endeavor. Honesty, hard work, creativity and a positive mental attitude are only a few. However, I think that there are five traits that are essential keys to achieving entrepreneurial success. These are present in every successful entrepreneur I have ever worked with.

Passion

High achieving entrepreneurs have an unrestrained passion for their business or concept. This is not to be confused with cheerleading or hype. Their passion is born of a confidence that their project will help and provide real benefits to people, clients and customers. Of course, they hope to prosper financially from their work, but they really and truly are passionate that they can make a difference. The passion that Emeril Legasse exudes when he speaks about Food and Cooking, or that displayed by Tory Burch when she describes her Fashion Designs are obvious examples.

Drive

Successful entrepreneurs will not be stopped. They quickly come to understand that they will consistently hear the word “no”. To these driven people “no” simply means not today. They are driven to succeed and always find a way to overcome the “no” obstacles that the marketplace places in their path. Vidal Sassoon, born to poverty in East London, created one of the world’s great Beauty and Cosmetic empires through his sheer drive. Famous Amos overcame huge personal obstacles before he pioneered the creation and commercialize of the designer Cookie category.

Focus

By their very nature entrepreneurs are creative. This creativity, however, often results in lack of focus. Ideas seem to come in waves. The project at hand is undone by a bigger, grander idea, then another. Successful entrepreneurs are solely and totally focused on their Business Plan, executing their strategy and getting to market with a first mover advantage in hand.

Bernie Marcus, Ken Langone and Arthur Blank launched the Home Depot with a single store in Atlanta. They overcame numerous hurdles to perfect the DIY concept that is ubiquitous today by staying focused on the perfection of their business model in one location before they considered expansion. Levi Strauss built his eponymous denim work and Sportswear business from a base that was focused on the mine workers that were pouring into the California Gold Rush country in the mid-18^th century.

Discipline

The ability to discipline ones emotional urges and stick with the plan when things seem bleakest is so important. The discipline to work though problems that seem too vexing is something that many people lack. Work ethic that demonstrates the ability to overcome problems is essential.

Thomas Edison famously conducted over 1000 experiments before perfecting the incandescent light bulb. Clint Eastwood and Burt Reynolds were aspiring young actors in the 1950’s in Hollywood. Both were fired by their studio on the same day and told they had no future in the movies. The same happened to a young singer named Elvis Presley at the Grand Ol’ Opry in 1954. None quit. They had the self-confidence and discipline to keep pushing until they achieved their goals.

Courage

To me, this is the Number 1, most essential, but also rare trait that successful entrepreneurs possess. I do not believe that courage can be taught. The courage to commit fully to a project is what separates commercially successful entrepreneurs from dreamers and failures. Fear of failure chokes courage. Fear of hearing “no” again and again smothers courage. Risk aversion today runs deep in contemporary society where security is prized above anything posing  uncertainty and has become the norm.

Successful entrepreneurs fall early and often, but have the unique ability to get up and go back into action. Helena Rubenstein built one of the earliest international Cosmetic empires though she grew up impoverished in 19^th century Poland. She scratched against huge odds and continually bet every asset she possessed on her products, and herself.

My Branding and Consumer Product Development Consulting firm is fortunate to have met hundreds of wonderful entrepreneurs. Unfortunately we have met many thousands more who expressed aspirations, but could not muster one or more of these five essential success traits. This is most disappointing because many of their products and concepts possessed excellent commercial appeal. Creating personal success, when starting with little or nothing, is never easy. If it was everybody would be doing it and they are not.

by: Geoff Ficke

The Most Useful Funding Technique for Funding a Business Startup Is the Oldest: Bootstrapping

My Consumer Product Development and Marketing Consulting firm is approached almost daily by entrepreneurs seeking to launch a new enterprise. For many of these aspiring business owners their primary concern is the funding requirements they believe will be required to enable execution of a proper launch. Many assume they need to raise funding from angel investors, venture capital or banking sources. Very few will succeed by taking this path.

Capital is extremely selective in placing highly prized investments in untried startup businesses, run by anything less than experienced entrepreneurs. It rarely happens. The expectations of professional investment sources is simply too difficult for most novices to be able to satisfy steep requirements for Return on Investment,  Use of Funds, Professional Management Teams or First Mover Advantage.

When we explain to first time seekers of capital the complexities and difficulties that they will face in successfully securing a funding round, we almost always are confronted by resignation. The inevitable query we hear is, “Well, how do you get started”? There are many options but the simplest, and oldest is the concept of “bootstrapping”.

Bootstrapping is simply self-funding. Some of the greatest successes in the history of business were self-funded by Bootstrapping. The most famous is MicroSoft, followed closely by Hewlett Packard. Leslie Wexner launched The Limited in Columbus, OH in the 1960’s by bootstrapping a single dress shop in a strip mall. Estee Lauder created the world’s most successful Cosmetic brand at her kitchen table in the Bronx. King Gillette did much the same in the 1890’s when he launched his eponymous shaving brand. There are hundreds of publicly traded companies around the world that were nurtured to life initially by bootstrapping.

The beauty of not accepting, or seeking an equity investment partner is obvious: There is no partner to share ownership and the necessity to hit performance marks required to obtain funding is eliminated.

True, bootstrapping can hinder the rapidity of growth. But the process of bootstrapping demands discipline and enforces controls on spending that become part of the DNA of the firm as growth occurs. Expenditures are weighed and considered before very dear capital is committed.

The three Magi were bootstrapping incense merchants. Every pioneering farmer or blacksmith was initially a bootstrapping business person. Your insurance agent, realtor, most salesmen, lawyers, shop owners or artisans are bootstrapping for their income. To the extent that capital is required to open a restaurant, coffee shop, day spa, sales agency, franchise a business or set up a landscaping firm the funding required to be able to bootstrap these opportunities comes from friends, family or personal savings.

The Venture Capital community has a well-known phrase to describe the source of seed funding: “Startup monies come from Friends, Family and Fools”. Money flows easily to new, novel business concepts, but only after there is a confirmation of a proof of concept and sales traction is demonstrated.

Bootstrapping is not glamorous. It requires total commitment and focus. Fancy offices, fresh cut flowers in the reception area, expense account lunches and leased luxury automobiles are not line budget expense items for bootstrapping Companies. Credit cards may need to be tapped. Home equity utilized. Aunt Jane approached for a loan. If the entrepreneur is driven, there is nothing that will deny them the opportunity to convert their concept in to a going concern. Bootstrapping is the simplest, oldest, and in most instances, the only strategy available to start a new business.

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release:

Contact: Geoff Ficke

859-567-1609

gficke@msn.com

3  Sisters Restorasis™ Announces Participation in Upcoming HBA Splash Beauty Product Show

Hydro-BioMimetic Skin Repair Complex to Be Displayed for First Time in USA at Stand 1556-CB, Javits Center, June 19-21, 2012

Frederick, MD Jeanne O’Connell MD announced today that her Medical Aesthetic Skin Repair Complex, 3 Sisters Restorasis, will be presented in the American market for the first time at the upcoming HBA Splash Cosmetic Industry trade show in New York City.

“We introduced 3 Sisters Restorasis in October 2011 at Cosmoprof Hong Kong and were gratified with the response the line received from international distributors”, said Dr. ’Connell. “Based on our initial success we are eager to present this Medical Aesthetic line to the North American market”.

“Dr. O’Connell and her sisters Meg Comer and Kateri Delaney developed the Skin Repair Complex at their very popular Wellness Clinic”, said Nancy Ficke, General Manager of Florence, KY based DuquesaMarketing, managing consultants for the project. “This is serious dermal care that has been perfected after being used to treat hundreds of their patients with amazing results”.

“3 Sisters Restorasis is a breakthrough Hydro-BioMimetic technology that creates a self-sterilizing lipid complex”, said Kateri Delaney RN. “The formulary represents a revolutionary co-mingling of natural elements and cutting edge science that provides a 100% organic solution that addresses a wide range of dermal maladies”.

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release

Contact: Geoff Ficke

859-567-1609
gficke@msn.com

Lori Leigh Designs™ to Introduce Earring Chalet Organizer at JCK Jewelry Show, Stand 2408

Popular Jewelry Industry Trade Expo to Be Held at Mandalay Bay Resort Hotel, Las Vegas, June 1-4, 2012

Whittier, CA  Lori Torline, Founder and President of accessory jewelry product development firm Lori Leigh Designs LLC, announced today that her group will unveil their novel,
fashionable earring organization system product line at the upcoming JCK Jewelry Expo in Las Vegas, NV.

“We will be attending and demonstrating the Earring Chalet at a number of jewelry and gift trade shows throughout the rest of 2012”, said Mrs. Torline. “Our research indicates that JCK is a premiere show for presenting new lines like ours and we have already begun the process of making USA and international retailers and distributors aware of our participation in JCK”.

“Every woman loves her earrings, and every woman experiences the frustration of organizing and protecting their collection”, said Nancy Ficke, General Manager of Florence, KY based Duquesa Marketing, managing consultants for the development of the Earring Chalet project. “Lori  has perfected a truly fashionable, easy to use organizer that will be must-have on every vanity table”.

We will offer the Earring Chalet in two formats a Vanity Box holding 75+ pairs of earrings, and a Traveler holding up to 15 pairs”, said Mrs. Torline. “The units will be presented in designer color options, and we will announce pricing for USA retailers and international distributors at JCK”.

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release

Contact: Geoff Ficke
859-567-1609

gficke@msn.com

Geoff Ficke to Be Interviewed on The Morning Show with Host Jae Nash on May 9th at 11:15 am CT

Duquesa Marketing Founder and Expert to Discuss 5 Personality Traits to Success

Florence, KY  Nancy Ficke, General Manager, announced today that her Branding and Product Development firm Duquesa Marketing has scheduled another in a series of national radio interviews for Company President and Founder Geoff Ficke.

“Geoff Ficke will appear on The Morning Show with Host Jae Nash May 9th at 11:15 am CT”, said Mrs Ficke. “The discussion will be about the 5 Personality Traits to Success. Mr. Ficke will explain if your idea or business is a good one and if you have what it takes to succeed. Do you have a product idea but just aren’t sure where to start? Is your business ready to move to the next level, but you don’t have the connections to make that happen? Geoff Ficke has been helping hundreds of people make their business dreams come true.

Through his 40 years of practical experience Geoff has been mentoring, teaching and consulting with small and micro-businesses, entrepreneurs and inventors to enable them to turn dreams and ideas into products and successful commercial opportunities. Geoff and his team have worked with products from skin care to cupcakes to health supplements and more.

Duquesa Marketing has assisted numerous individuals and enterprises start and expand Consumer Product opportunities over the past four decades. The award winning firm
has vast experience in all Sales and distribution channels in the United States and internationally.