A presentation titled Business Planning for New Firm delivered at the 2008 AIA California Chapter annual conference in San Diego, CA.

1. Kevin O’Donnell
November 16, 2008
CPC : 09
9:30am - 10:30am
Business Planning
for the New Firm

2. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
No legalese.
No governmental
regulations or
requirements.
No time management.
No business as usual.

3. CPC : 09 Business Planning
Brand You Economic Engine Target Prospects
01 02 03

4. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand You Economic Engine
Economic Engine Target Prospects
Target Prospects
01 02 03

5. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Logo ≠ Brand
All Around The World Drivers Wanted Designed by Apple in California
Music Loves Expect More Ultimate Driving
Coffee Pay Less Machine

6. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand is Representation
Dockers, Top Sider, Vans, = $25.-

7. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand is Representation
$45.-
Dockers, Top Sider, Vans, = $25.-

8. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Product ≠ Brand
Apple iPod Touch Nokia 5300 XpressMusic Nintendo Wii Console

9. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand is Surrogate

10. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand is Surrogate

11. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Perception Pyramid
Heart Share
That’s my architect!
Gut Share
I love that architect.
Mind Share
I’ve used that architect.
Market Share
I know that architect.

12. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Confront the Brutal Facts
Strengths Weaknesses
Surprise attack. Not well recognized.
Indigenous. Not credible.
Long history of Wrong size.
accomplishment. Wrong location.
Strengths Weaknesses
Well respected. Not fast enough to
market.
Internal
External
Opportunities Threats
Under-served market. Rapidly changing
First toOpportunities
enter a new Threats
technology.
market. Too easy to emulate.
Competitors are too Potential clients
slow to market. resistant to change.
Change in economy.

13. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Difficult Choices
What do you do What should you
better than anyone else? stop doing?

14. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Competitive Strategies
Price
Differentiation
Segmentation
Brand

15. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Competitive Strategies
Price
Price is the principle arena for
competition.
Lower the cost of production
or operation.
Competition of the worst
kind, a race to the bottom.
Trade profit margin for market
share.
Walmart
traM-laW
.erahs

16. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Competitive Strategies
Differentiation
Attempts to make services
offered different.
Succeeds with moderately
higher prices.
Differs with selection, quality,
convenience, other.
Stresses direct comparison.
Apple
tegraT

17. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Competitive Strategies
Segmentation
Turns small size into great
advantage.
Go where larger competitors
can’t.
Low market share - doesn’t
seek to please everyone.
Trades high market share for
higher margins.
IHOP
POHI
.snigram rehgih

18. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Competitive Strategies
Brand
Value is dependent on the
strength of relationships.
Not affected by volatile
market conditions.
All about the creation of trust.
Great brands don’t die - they
are murdered.
Trader Joe’s
s’eoJ redarT
.deredrum era

19. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Vertical & Horizontal Competition
Architects You Architects
Horizontal Competition

20. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Vertical & Horizontal Competition
Interior Drafting
Engineers
Designers Services
Vertical Competition
Architects You Architects
Furniture Paint & Carpet Hardware
Stores Stores Stores
Horizontal Competition

21. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Mountains
Do you have a Do you have a Do you have a Do you have a longer
reputation as a reputation for reputation for minimal history with a certain
creative visionary completing work documentation project type than
designer? faster than others? errors? others do?
Vision Speed Accuracy Experience

22. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Price/Value Proposition
Pay More Pay Similar Pay Less Pay Less Pay Less Pay More
Get More Get More Get More Get Similar Get Less Get Less
There’s an implicit Quality and Offers the Typical national Shamelessly and The price suggests
added value that performance customer more brands at lower enthusiastically premium quality,
demands a comparable with than they expect than normal prices. express that less yet the product
premium price. The that of premium for less than they will be paid and falls short.
product can convey brands, but at expect. less will be Ultimately, the
prestige to the prices similar to delivered. customer feels
buyer and become more common cheated and the
a symbol of a national brands. brand soon
higher lifestyle. disappears.
1 2 3 4 5 6
Examples: Examples: Examples: Examples: Examples: Examples:
Rolex Lexus JetBlue H&M Southwest Air Oldsmobile
Prada Williams-Sonoma Target Zales Steve Madden Jordache
Fendi Armani The Body Shop Gap Old Navy Vidal Sasson
Cucci Neutrogena Max Factor Cover Girl David Yurman

23. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Price/Value Proposition
Pay More Pay Similar Pay Less Pay Less Pay Less Pay More
Get More Get More Get More Get Similar Get Less Get Less
There’s an implicit Quality and Offers the Typical national Shamelessly and The price suggests
added value that performance customer more brands at lower enthusiastically premium quality,
demands a comparable with than they expect than normal prices. express that less yet the product
premium price. The that of premium for less than they will be paid and falls short.
product can convey brands, but at expect. less will be Ultimately, the
prestige to the prices similar to delivered. customer feels
buyer and become more common cheated and the
a symbol of a national brands. brand soon
higher lifestyle. disappears.
1 2 3 4 5 6
Examples: Examples: Examples: Examples: Examples: Examples:
Rolex Lexus JetBlue H&M Southwest Air Oldsmobile
Prada Williams-Sonoma Target Zales Steve Madden Jordache
Fendi Armani The Body Shop Gap Old Navy Vidal Sasson
Cucci Neutrogena Max Factor Cover Girl David Yurman

24. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Price/Value Proposition
Pay More Pay Similar Pay Less Pay Less Pay Less Pay More
Get More Get More Get More Get Similar Get Less Get Less
There’s an implicit Quality and Offers the Typical national Shamelessly and The price suggests
added value that performance customer more brands at lower enthusiastically premium quality,
demands a comparable with than they expect than normal prices. express that less yet the product
premium price. The that of premium for less than they will be paid and falls short.
product can convey brands, but at expect. less will be Ultimately, the
prestige to the prices similar to delivered. customer feels
buyer and become more common cheated and the
a symbol of a national brands. brand soon
higher lifestyle. disappears.
1 2 3 4 5 6
Examples: Examples: Examples: Examples: Examples: Examples:
Rolex Lexus JetBlue H&M Southwest Air Oldsmobile
Prada Williams-Sonoma Target Zales Steve Madden Jordache
Fendi Armani The Body Shop Gap Old Navy Vidal Sasson
Cucci Neutrogena Max Factor Cover Girl David Yurman

25. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Connect With Your Passions
What are you passionate about?
Green Life Style Female Retail Hispanic Space Retail Food Health & Longevity

26. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
First Who, Then What

27. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand You Economic Engine Target Prospects
01 02 03

28. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Design Your Ideal Client

29. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Identify Your Core Consumers
Core Core
Consumer 1 Consumer 2
Core
Consumer 3

30. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
Apple
Pro Computing
MacPro, MacBook Pro
Apple
Consumer Computing
iMac, MacBook
Apple
Server Computing
Mini Mac, X Serve

31. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
Apple Apple Apple
Entry-level Mid-level Upper-level
iPod Shuffle iPod Nano iPod Classic

32. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
West Elm Pottery Barn Williams-Sonoma
Entry-level Mid-level Upper-level
Urban Living Country Comfort Casual Elegance
Generation X & Y Silent Generation Baby Boom Generation

33. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
Old Navy
under 20
Great Fashion, Great Prices
Gap
20 something
Iconic American Style
Banana Republic
30 something
Accessible Luxury

34. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
xB
all the flavor. all the interior space.
all the features. none of the fat.
xB shown with Optional 15” EM-7 Spoke Alloy Wheel and Rear Spoiler
Scion Toyota Lexus
Entry-level Mid-level Upper-level
Generation Y Standard 60/40 Folding Rear Seat
Generation X Baby Boom Generation
Standard Cloth Bucket Seats
Standard Center-Mounted
Standard Power Windows and Door Locks Speedometer and Tachometer Standard Cloth Rear Seats
5

35. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Alternative Revenue Streams

36. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Alternative Revenue Streams

37. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Alternative Revenue Streams

38. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
Sourcing
Store
Design Fabrication Installation Opening
End of Life
Landfill
Landfill Landfill

39. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
Locally
Cultivated
Recycle
Reuse
Renew
Reduce
Rethink
Store
Sourcing Design Fabrication Installation
Opening
ReSource End of Life
ReSource

40. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Core Consumers
01 02 03
Content ReSource Project
Knowledge Access to Materials Design/Time
a) Lectures a) Reclamation and Recovery a) Green Brand Strategy
b) Publishing b) Material Management b) Green A/E
c) Education c) New Sourcing & Product c) Green Interiors
Development
d) Consulting d) Green Graphic Design
d) ReSourcing Management
e) Research e) Green Environmental
e) Green Network Graphics
f) Green Fabrication
Consulting
g) Green Consumer Insights

41. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Economic Engine
Profit per client.
Profit per project.
Profit per employee.
Profit per hour.
Profit per year.
Profit relative to
marketing goals.

42. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand You Economic Engine Target Prospects
01 02 03

43. CPC : 09 Brand You Economic Engine Target Prospects Business Planning

44. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Go where your clients are.

45. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Brand Venues
Product
Experience People
Your
Brand
Perception Place

46. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Product
Fossil Swarovski Tiffany’s
Retro Band Watch Crystal Art Frank Gehry Collection

47. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Service
Fantastic Sams Jiffy Lube Bally’s
Hair Salons Automobile Service Health & Fitness

48. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Flagship Project

49. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Lee Iacocca Bill Gates Martha Stewart
Chrysler Microsoft Living

50. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
People
Baristas Geek Squad Crew Members
First Who, Then What

51. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Place

52. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Place

53. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Perception

54. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Perception
Third Party Recognition

55. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Third Party Recognition - Publications

56. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Third Party Recognition - Conferences

57. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Third Party Recognition - Friends
Make friends with powerful people
who have connections to the
industries you wish to serve.

58. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Third Party Recognition - Network

59. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Make Every Contact Meaningful
First - Offer services.
Then - Offer knowledge.
Eventually - Offer power.

60. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Apple

61. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Product

62. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Product

63. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Product

64. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
People

65. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
People

66. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Place

67. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Place

68. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Place

69. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Place

70. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Perception

71. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Perception

72. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Experience
Movie
Photo
Music

73. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Experience

74. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Experience

75. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Business Cards

76. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Business Cards
- This guy is giving an
amazing presentation!
- He’s so smart.

77. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Letterhead

78. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Letterhead

79. CPC : 09 Brand You Economic Engine Target Prospects Business Planning

80. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Drawings
1.
sign mounted to cabinet door -
see 07.01 for sign specifications
n/a
n/a
n/a
Tesco’s fresh & easy
decor signage
4016
Kitchen Table - Overview
n/a
January 26, 2007
07.00
Fabrication Booklet
© 2007 Schorleaf, Inc. The designs of this project
are the sole property of Schorleaf, Inc. Any use
without written permission is subject to legal action
and liability for any damages incurred by each
individual responsible. Please destroy previous
documents made for this project to secure final
change of draft.

81. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Drawings
09.01 (2) mounting bracket 1 -
see sheet 00.05 for de-
tails Leaf & Logo
1. This plan represents the prototype store. 1. Installation to include all additional fasten-
01.02 Conditions, layout, and sign locations may ers, shims, or other mounting hardware.
be different for specific sites.
06.01 0.25” thick SP2 painted to match 2. Quantities are as follows:
(1) panel A
PMS 7496
(1) panel B
(1) panel C
0.5” wide stripe painted to match 3. All edges painted to match front color and
PMS 576 finish.
07.01
03.08 03.08 03.10 03.09 0.125” thick SP1 letters painted
PT1
03.01
0.125” thick SP2 painted to match
1807
04.02 Section 1.
02.02 03.04
03.07
03.03 Background
2’-0”
1’-8”
04.01 03.06 0.5” thick SP2 painted to match
n/a
n/a
PMS 7496 (paint back) single
see schedule above
03.02
4.5”
n/a case
03.01 .004” thick SP1 painted to match
01.03 Tesco’s fresh & easy PMS 576 to create a 0.875” wide Tesco’s fresh & easy
03.05
decor signage stripe, center is open to ensure decor signage
02.02 01.01
4016 sign mounted to cabinet door - strong connection with logo panel
4016
Decor Plan
3”
see 07.01 for sign specifications
3’-6” Grab & Go
n/a 3/4” = 1’-0”
Back Band
January 26, 2007 January 26, 2007
05.01C 1 mil styrene header panel painted
00.03 05.02
08.01A
to match PMS 7496 slid into clear
10”
6”
01.04 05.01B ‘J’ track top and bottom, with 3” tall
08.01B Fabrication Booklet VN1l text Fabrication Booklet
0.5” thick SP2 painted to match
11.01 © 2007 Schorleaf, Inc. The designs of this project 6’-0” 2’-0” PMS 7496 (paint back) © 2007 Schorleaf, Inc. The designs of this project
are the sole property of Schorleaf, Inc. Any use are the sole property of Schorleaf, Inc. Any use
without written permission is subject to legal action without written permission is subject to legal action
and liability for any damages incurred by each and liability for any damages incurred by each
individual responsible. Please destroy previous individual responsible. Please destroy previous
05.01A documents made for this project to secure final
change of draft.
documents made for this project to secure final
change of draft.
n/a
n/a
n/a
Tesco’s fresh & easy
decor signage
PAGE SHEET NAME ISSUE DATE PAGE SHEET NAME ISSUE DATE 1. Issue dates in red are new since the last
1/8” thick steel painted4016
PT2 1.
issue date.
00.01 Index 1/26/07 03.10 Banners - Milk 1/26/07 2. Pages shown in gray are those that have
been deleted.
1/4” dia. holes
00.02 General Notes & Specs 1/26/07
3. Drawing, dimension, notation, or specifica-
tions that have changes will be indicated on
Kitchen Table - Overview
00.03 Decor Plan 1/26/07 04.00 Case Decals - Overview 1/26/07 the page with a red outline.
00.04 Range Statements Plan 1/26/07 04.01 Frozen Case Decals 1/26/07
n/a
00.05 Mounting Bracket 1 1/26/07 04.02 Dairy Case Decals 1/26/07
00.06 Mounting Bracket 2 1/26/07
00.07 Mounting Bracket 3 -
January 26, 2007
05.00 Grab & Go - Overview 1/26/07
07.00
00.08 Mock-up Store Photos - 05.01 Grab & Go 1/26/07
00.09 Mock-up Store Photos - 05.02 Grab & Go 1/26/07
01.01 Wall Pattern 1 1/26/07 06.00 Fresh Meals - Overview 1/26/07
01.02 Wall Pattern 2 1/26/07 06.01 Fresh Meals 1/26/07 Fabrication Booklet
01.03 Wall Pattern 3 1/26/07
n/a n/a
01.04 Wall Pattern 4 1/26/07 07.01 Kitchen Table - Overview 1/26/07 n/a n/a
n/a case
07.02 Kitchen Table 1/26/07
02.00 Aisle Markers - Overview 1/26/07 Tesco’s fresh & easy Tesco’s fresh & easy
© 2007 Schorleaf, Inc. The designs of this project
decor signage decor signage
02.01 Aisle Markers 1/26/07 08.01 Greetings 1/26/07 are the sole property of Schorleaf, Inc. Any use
4016 without written permission is subject to legal action 4016
and liability for any damages incurred by each
03.01 Banners - Produce 1/26/07 09.01 Restrooms 1/26/07
Drawing Index individual responsible. Please destroy previous Mounting Bracket 1
03.02 Banners - Meat 1/26/07 n/a documents made for this project to secure final n/a
03.03 Banners - Deli 1/26/07 10.01 Horizontal Range Statements 1/26/07 January 26, 2007
change of draft. January 26, 2007
03.04 Banners - Seafood 1/26/07 10.02 Refrigerated Case Range Statements 1/26/07
03.05 Banners - Juice 1/26/07 10.03 Dry Case Range Statements 1/26/07 00.01 00.05
03.06 Banners - Dairy 1/26/07 10.04 Milk Range Statement 1/26/07 Fabrication Booklet Fabrication Booklet
03.07 Banners - Soda 1/26/07
03.08 Banners - Bakery 1/26/07 11.01 Logo Clock - © 2007 Schorleaf, Inc. The designs of this project © 2007 Schorleaf, Inc. The designs of this project
are the sole property of Schorleaf, Inc. Any use are the sole property of Schorleaf, Inc. Any use
03.09 Banners - Eggs 1/26/07 without written permission is subject to legal action without written permission is subject to legal action
and liability for any damages incurred by each and liability for any damages incurred by each
individual responsible. Please destroy previous individual responsible. Please destroy previous
documents made for this project to secure final documents made for this project to secure final
change of draft. change of draft.

82. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Drawings

83. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Marketing Material
r
turn over a
. new leaf
CONTACT US
KEVIN FOSTER O'DONNELL
CREATIVE DIRECTOR
DIRECT 602 . 424 . 7852
MOBILE 323 . 376 . 0958
240 N 48TH AVE BLDG C PHOENIX AZ 85043

84. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Marketing Material
This prototype project employs three concepts in its overall
design. The store is organized into neighborhood zones kroger marketplace
based on customer purchasing mindsets where each has its
own distinct sight, sound, and tactile experience. The
interior décor has a merchandise forward approach where
actual retail product plays an important part of a subtle
message system reminding customers of corresponding
store offerings. Lifestyle vignettes are placed throughout
the store where items from various departments are pulled
together for suggestive selling.
Size: 98,000 square foot combined grocery and
lifestyle retail store.
Opening: August 2002.
Location: Chandler, AZ (original store).
Additional Locations: Columbus OH, Phoenix AZ.
r
* This project was designed and managed by Kevin O’Donnell
turn over a
while employed with Shook Kelley. Schorleaf provided
fabrication and installation for all locations. Produce and Floral departments
. new leaf
240 N 48TH AVE . BLDG C . PHOENIX AZ 85043 OFFICE 602 . 424 . 7848 FAX 602 . 424 . 7861 WWW . SCHORLEAF . COM
CONTACT US
KEVIN FOSTER O'DONNELL
CREATIVE DIRECTOR
DIRECT 602 . 424 . 7852
MOBILE 323 . 376 . 0958
240 N 48TH AVE BLDG C PHOENIX AZ 85043
This prototype project is designed to address the rapidly
growing Hispanic community in the greater Phoenix area.
mercado
This store is intended to cater predominantly to a recently
emigrated consumer. The overall character of exterior and According to the 2000 census, the Hispanic
interior is inspired by traditional Spanish Colonial population is now the second largest minority
group in the US.
architecture and speaks to customer aspirations and
dreams. Each department is treated like an individual
merchant operating within a town marketplace. Detailing
throughout is meant to evoke the rich Mexican traditions
of artistry and craft.
Size: 60,000 square foot Hispanic grocery store.
Opening: Summer of 2005.
Location: Phoenix, AZ.
240 N 48TH AVE . BLDG C . PHOENIX AZ 85043 OFFICE 602 . 424 . 7848 FAX 602 . 424 . 7861 WWW . SCHORLEAF . COM

85. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Business Collateral
CARLSON’S BARNWOOD COMPANY THE WOODSOURCE
Product Name: reclaimed barnwood Product Name: reclaimed wood
Website: http://www.carlsonsbarnwood.com/ Website: http://www.wood-source.com/reclaimed_wood/index.html
Contact Person: Lanette Carlson Contact Person: David Hammond
Contact Info: Office 309-522-5550 Contact Info: Office 613-822-6800
Fax: 309-522-5123 Fax: 613-822-6803
Address: 8066 N. 1200 Avenue Address: 6178 Mitch Owens Road
Cambridge, IL 61238 P.O. Box 700
E-Mail: info@carlsonsbarnwood.com Manotick, Ontario, Canada K4M 1A6
E-Mail: david@wood-source.com
Reclaimed Barnwood
“Carlson's Barnwood Company offers barnwood siding in a variety of natural color hues, grades, and sizes… AT Reclaimed Wood
WHOLESALE PRICES!
“Recent changes in industrial and agricultural technology, rural to urban population shifts and rapidly changing lifestyles
Add character to your building, inside or out, with weather-aged, century-old barnwood siding. Great for exterior or interior have rendered many beautiful old buildings obsolete. In most cases these buildings have been abandoned and would be
walls, as well as floors and ceilings, there's nothing quite like the warmth you'll feel when you decorate with rustic, left to decay and collapse. However, our Reclaimed Wood Division understands that there is plenty of life remaining in
naturally distressed barnwood! Whether an entire building or an accent wall, barnwood is an excellent choice. We also these classic structures and that by reusing and recycling them we are in fact preserving a unique part of our country's
carry old, recycled corrugated tin in rusty or not-so-rusty condition. A great material for ceilings or special effects! Rough- history.
sawn and hand-hewn beams are also available at wholesale prices. Dimensional lumber of all sizes is available at
wholesale prices, along with shiplap siding, car siding and old clapboard siding. Our experience encompasses relocations of log buildings and timber frame barns and churches to locations all over North
America. We have accumulated a large inventory of beautiful antique buildings, all of which are ready to be dismantled
Carlson's Barnwood Company also carries a line of old salvaged architectural effects, such as porch poles, cupolas, and relocated to your specified site. This inventory is constantly changing as existing buildings are sold and new ones are
fencing, old doors, windows, pressed tin ceiling panels, and more.” added. In addition, we have a yard full of reclaimed wood stock which has been carefully sorted cleaned and graded,
ready for use in your building project.”
COMMENTS:
COMMENTS:
• Great customer service! Family owned & operated. We have an established relationship with them.
• Good customer service.
• Quick turn-around upon receipt of payment - but allow at least one (1) week for delivery.
• Product must be imported from Canada, so orders should allow at least one month for arrival.
• Can ship for faster delivery, but we would have to pay for that entirely.
• Beautiful grey/dark red/mild red/brown board and barn siding and skipped dressed/natural faced sheathing and
• Beautiful product, especially rustic brown and grey barn siding.
board.
• Can be counted on to have products in stock.
Carlson!s Barnwood Company! The WoodSource!

86. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Business Collateral
TO: Addressee Name
TO: Addressee Name Fax Number: 123.456.7892
Fax Number: 123.456.7892 Date: 3/16/07
Date: 3/16/07 Fax
x From: Kevin O'Donnell
Number of pages including cover: 1
From: Kevin O'Donnell
Number of pages including cover: 1 Regarding: Subject
Regarding: Subject
Dear Name,
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cilum. Tia non ob ea soluad incom dereud facilis est er expedit distinct. Nam liber te neque nonor et imper ned libidig met, consectetur adipiscing elit, sed ut labore et
conscient to factor tum poen legum odioque civiuda et tam. Neque pecun modut est dolore magna aliquam is nostrud exercitation ullam mmodo consequet. Duis aute in
neque nonor et imper ned libidig met, consectetur adipiscing elit, sed ut labore et voluptate velit esse cillum dolore eu fugiat nulla pariatur.
dolore magna aliquam is nostrud exercitation ullam mmodo consequet. Duis aute in
voluptate velit esse cillum dolore eu fugiat nulla pariatur. Sincerely yours,
Sincerely yours,
Kevin O'Donnell
Kevin O'Donnell

87. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Experience
Thank you - Schorleaf, Inc.

88. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
Experience

89. CPC : 09 Business Planning
Closing Thoughts

90. CPC : 09 Business Planning
Develop your personal brand and make
it a core part of your business culture.

91. CPC : 09 Business Planning
Develop your personal brand and make
it a core part of your business culture.
Convert your unique passions,
capabilities, and strengths into a viable
economic engine to drive your business.

92. CPC : 09 Business Planning
Develop your personal brand and make
it a core part of your business culture.
Convert your unique passions,
capabilities, and strengths into a viable
economic engine to drive your business.
Identify prospective clients and markets
that match your business plan.

93. WD Partners kevin.odonnell@wdpartners.com