Market Insights.

 

Market Insights.
Consumer Action.

What Makes Us Different

Planning Process

Senior Level Professionals

Sales-Centric Approach

The planning process starts with business and revenue goals (not a communications plan)

Sales-Centric Approach

Senior Level Professionals

Sales-Centric Approach

Sales-centric approach and accountability (in collaboration with your sales team)

Senior Level Professionals

Senior Level Professionals

Senior Level Professionals

Senior level professionals who won’t be learning on your business  (we have no “B” team)

Less or Comparable Fees

Less or Comparable Fees

Senior Level Professionals

Fees comparable or less than the salary of a mid-level marketer  (who’d you likely have to provide lots of direction) 

No Surprises

Less or Comparable Fees

Step-Down Fee Structure

No nickel and diming or surprises (we hate that and wouldn’t foist that on our clients)

Step-Down Fee Structure

Less or Comparable Fees

Step-Down Fee Structure

Step-down fee structure that can reduce over time (yes, really)

Reliability

Direct Communications

Direct Communications

We do what we say we are going to do.  

(Catholic guilt is a powerful tonic)

Direct Communications

Direct Communications

Direct Communications

Direct communications with no BS (which clients find refreshing from a consulting firm)

Consumer Action in Action

"They are one of the only marketing consulting firms that takes a revenue-forward approach rather than just talking about branding. They’ve been able to develop new product ideas and connect dots we didn’t in the past."

 – Managing Partner Professional Services Firm

Our Services

Consumer Action in Action

"A few months ago, no one knew about our client, its portfolio companies, and we struggled to get lunch meetings.  Now we have requests to meet with several well-know family offices, as well as some members of Congress.  That’s the power of a well-executed rapid fire marketing plan.  Now that’s fun."

 – Managing Partner of an Investment Bank

Case Studies

Global CPA Firm

Global CPA Firm

Global CPA Firm

  • Business Problem:  Moderate to low revenue growth in global natural resources industry group;  lack of coordinated business pursuit process


  • Market Insights: Create a top 20 global target list of energy and mining clients with operations in three or more of firm countries. Each country submitted target list that was vetted by the entire group;  create central leadership and infrastructure to facilitate the process


  • Consumer Action: In first 18 months, the firm made presentations to four of the top 20, resulting in 3 wins and approximately $22M in new fees directly as a result of this initiative

Local CPA Firm

Global CPA Firm

Global CPA Firm

  • Business Problem: Earlier launch of accounting services group resulted in market average  top line growth but below industry and firm average margin contribution


  • Market Insights: Adding management reporting services to basic accounting reporting services would only add a small incremental time requirement but create greater value for SME clients and targets and differentiate the firm’s offering


  • Consumer Action: Based on early results, the upsell solution is helping improve close rates, and is on track to add 12-15 additional margin points to the average engagement 

CPG: Chef Boyardee

CPG: Chef Boyardee

CPG: Chef Boyardee

  • Business Problem: 12-week sales had been in steady decline for nearly a year, with sales down by 17% YOY


  • Market Insights: Previous campaign targeted the children who ate it, not the moms who bought it.  Repositioned the brand as “real food, real fast” and changed media strategy to target middle class working mothers


  • Consumer Action: 12-week reports showed an immediate turnaround, and in fact in the first reporting period, the double digit decrease was converted into a single digit increase in the first 12 weeks, and continued to build thereafter

Regional CPA Firm

CPG: Chef Boyardee

CPG: Chef Boyardee

  • Business Problem:  Professionals from audit and tax went to market alone, and results and activities were poorly tracked


  • Market Insights:  Entrepreneurs wanted both technical and industry experience, as well as insights about how to improve operations and address common business issues.  The firm’s go to market approach was completely revamped to include 7 key industry groups with audit, tax, and consulting team members proactively targeting new prospects (and following up on referrals from COI and those now generated digitally).


  • Consumer Action:  The firm was recently named the fifth fastest growing CPA firm in the country by a leading industry publication. 

Client Experience

Retail and Restaurants

Consumer Packaged Goods

Retail and Restaurants

Builders Square

Capt. D’s Seafood

Dairy Queen

Garden Ridge Pottery 

Geronimo Zipline Park 

Prasek's Family Smokehouse

Randalls Grocery Stores

Professional Services

Consumer Packaged Goods

Retail and Restaurants

BDO CPAs

Briggs & Veselka CPAs

Middle Market Institute

Smart CPAs and Consulting

Tanglewood Legacy Advisors 

UHY Advisors CPAs


Consumer Packaged Goods

Consumer Packaged Goods

Consumer Packaged Goods

Chef-Boy-ar-dee

Crunch n Munch

Ranch Style Beans

Shiner Beer

Success Rice

Ro-Tel



Consumer Products

Consumer Products

Consumer Packaged Goods

AT&T

Bayliner Boats

Cessna Aircraft

Denver Aquarium

T-Mobile

Washington State Tourism




Real Estate

Consumer Products

Real Estate

Ryland Homes

Sienna Plantation

Trendmaker Homes

The Woodlands Corporation


Healthcare

Consumer Products

Real Estate

AMSYS Health

Kelsey-Seybold Clinic

St. Luke's Hospital

St. Joseph Hospital

Texas Back Institute




Financial Services

Financial Services

Financial Services

Guaranty Bank

PULSE Network 

Texas Commerce Bank


Non-Profit

Financial Services

Financial Services

Boy Scouts of America

Crisis Intervention

Family Houston

Incarnate Word Academy



B2B

Financial Services

B2B

Dell

Motorola


Team

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Bill Penczak

Bill Mulligan

Bill Mulligan

Founder & Chief Insights Officer 


Bill brings more than 30 years of business to business, consumer goods, and retail experience in consulting roles and in marketing leadership roles. His clients appreciate revenue-centric approach, creative solutions, and his direct style.  Over the course of his career, he’s earned a reputation being both strategic with the ability to execute on his ideas.

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Bill Mulligan

Bill Mulligan

Bill Mulligan

 Founder, Caffeine Interactive


Bill works with the MICA team to create digital lead generation campaigns, including SEO, PPC and acronyms for things that don’t even have names yet.   By no means a newcomer to digital, Bill has more than 20 years in the digital space, and he understands the need and desire of companies to generate ROI on their digital investments.

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Art Kuesel

Bill Mulligan

Carlos Brunet

 Kuesel Consulting 


  Art Kuesel is the founder of Kuesel Consulting, a sales training firm that helps professional services firms create and sustain a more measured approach to their personal selling activities. He was recently named one of the 100 most influential in the accounting industry by Accounting Today magazine.

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Carlos Brunet

Statistical Vision

Carlos Brunet

Video, Photography Maven


Carlos has more than 30 years of experience in interactive, website development, videography and video-editing. As co-owner of a successful boutique design company, Left Right Studio, he has provided cutting-edge support and award winning solutions garnering targeted results for clients in industries to include Accounting, Cybersecurity, Energy, Healthcare, Investment, Industrial, Nonprofit, Software 

and more.

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Eileen Harvey

Statistical Vision

Statistical Vision

Creative Director


No one cares how much you know until they know how much you care -- Eileen didn’t say it first, but she lives by it.  As co-owner of Left Right Studio, she’s cared about clients, their businesses, and unique products and services for more than 30 years. The kind of sound strategy that MICA creates drives her design. 

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Statistical Vision

Statistical Vision

Statistical Vision

Simply put, the nexus of math and strategy


Statistical Vision is a unique marketing consulting practice that focuses solely on growth. This could be anything: revenue, profit, customers, operational improvement, or even brand or product development. Their approach is based on a unique combination of strategic and innovative marketing methodologies and advanced statistics and econometric methods. 

Contact Us

How can we help grow your revenue and margin?

Vendito Ventures dba MICA Ventures

Houston, Texas USA