For Immediate Release
Contact:
Susan Carol,
Susan Carol Associates
540-659-4038
sca@scapr.com
or
Theresa Lina Stevens,
Lina Group, Inc.
415-392-1800
tmlina@linagroup.com
Lina Group, Inc. Announces Apollo Method for Market Dominance™ on Anniversary of Successful Mission to the Moon
San Francisco, CA, July 19, 1999 — Lina Group, Inc. announces the launch of the first methodology designed to help professional services firms win their market space races by becoming "go-to sources." The Apollo Method for Market Dominance™ offers a streamlined solution to a challenge every firm faces: How to clearly differentiate itself in order to establish a unique, high-margin market position that can be sustained over time.
"Professional services firms, large and small, are out there trying to be all things to all people. Most are making the same claims--'flexible,' 'best talent,' 'on time/on budget,' etc.," says Theresa Lina Stevens, president of Lina Group, Inc. "They try to distinguish themselves on characteristics and capabilities, and consequently, all sound the same. But customers want value and results. Customers want to know, 'What problem are you uniquely qualified to help me solve?' That's what the Apollo Method addresses. It is a formula for becoming a 'go-to', instead of a 'me-too' organization."
To summarize the method, Lina outlines four interdependent stages:
Launch - Target unclaimed territory and launch a unique approach to a common, critical problem no one else is addressing.
Ignite - Continuously ignite the marketplace by visibly evangelizing your message and rallying the market around your approach.
Navigate - Help clients navigate the journey by providing skills, tools, training, and services that support your approach.
Accelerate - Build a "community of believers" who help you then accelerate and sustain your position.
"It's about winning your space race; that's why we chose the Apollo program as a model," says Lina. "It is a perfect example of moving from a 'me too' to a 'go to.' When the former Soviet Union had the lead in what seemed to be an unbeatable space race, President John F. Kennedy staked out the unclaimed territory. The Apollo Mission became a methodical program that focused the resources and attention of the entire free world on one thing: putting a man on the moon and bringing him home."
Clients of Lina Group agree. "The keys to the success of our firm are the same concepts captured by the Apollo Method for Market Dominance," says Dennis Young, president of YCA, an EPS Solutions company. "We have differentiated ourselves by strictly focusing on mission-critical project management and only for certain types of clients. We are very clear about what we are and are not. And our clients know we are the best. They focus on what we can achieve for them, rather than the price."
"Professional services need to be able to fill in the blank: 'Customers bet their careers on us, because we are the only ones to turn to for _______,'"says Lina.
Lina Group, Inc. is a San Francisco-based strategic marketing consulting firm focused on helping professional services companies achieve market dominance, particularly in information technology and management consulting. The firm was founded by former Accenture executive, Theresa Lina Stevens.
-end-
Susan Carol Associates
1127 Columbus Drive
Stafford, VA. 22554
(phone) 540-659-4038
(fax) 540-659-0843
www.scapr.com
sca@scapr.com
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