The Company
ElevenWest Screen Printing Studios (ElevenWest) of Radford, VA, has been operating for over twenty years. The company employs 17 and provides screen-printed and embroidered leisurewear for colleges and businesses in a regional market including some international sales. A secondary product line is imprinted and personalized promotional products.

The Situation
Even though the company has remained profitable, profit margins in recent years have declined. The owners felt they had adequate staff and equipment to meet production. The quality of work was not an issue or concern. The owners of ElevenWest felt that they had lost the direction of their business. They envisioned a goal for their company that would focus first on improving profitability and second on increasing sales volume. They also wanted to improve the business to enhance their personal financial security and provide for future retirement. GENEDGE ALLIANCE was invited to facilitate the development of a strategic plan. This strategic plan would map a course to ensure the future success of their business.

The Response
GENEDGE ALLIANCE approached the task of developing a strategic plan by using a four-step process. First, the project manager, working with the key management personnel, developed a profile of the current situation at ElevenWest. The purpose of this profile was to define the company's strengths, weaknesses, market opportunities, and market conditions making up the business environment. Secondly, a vision statement was produced describing how the company would look in five to seven years. This vision encompassed factors such as business profitability, employee growth, and community visibility. Included in this vision was the personal financial picture of each owner and their personal goals. Thirdly, the management team worked with the project manager to establish the objectives and goals necessary to reach the future vision of the company. Fourth, the strategies and the measurement milestones were defined for the implementation effort. In this phase, the action items necessary to achieve their goals were assigned to members of the management team.

The Results
During the first six months of 2000, the company showed a sales increase of 6% - at an annualized rate, and profit margins increased by a factor of 5.

Management's Comment
"By the use of strategic planning, we were able to refocus our energies and priorities in order to build a stronger company", said John Giesen, ElevenWest Vice President. "The implementation process has been a valuable learning tool for all - from the top down. This has forced us to take the time to stop and to look at the big picture for the future. We owe the successful turnaround of our company not only to GENEDGE ALLIANCE, but to Jim Tate, GENEDGE ALLIANCE Project Manager, for guiding us."

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