An application service provider offering supply chain management services to foundries, mills and their suppliers

Create Awareness, Launch Service and Generate Demand
MetalMaker provides supply chain management services via the Internet to foundries, mills and their suppliers. It is the only online solution serving the input or raw materials end of the metal-producing industry.

As a start-up, however, MetalMaker needed to make sure that potential users and investors understand that MetalMaker offers a unique solution in the metals industry, which has been inundated with e-commerce companies. The challenge was to differentiate MetalMaker by emphasizing how the ASP operates in a different segment of the metals industry and how it offers a set of services that go far beyond simple e-procurement.

The program focuses on delivering these messages via media relations, collateral communications and speaking engagements. Accomplishments include:

• Positioning MetalMaker as the only entity that provides Internet-based solutions to automate and improve the full procure-to-pay cycle for all the materials and services that go into the production of molten metal
• Developing collateral materials that emphasize MetalMaker's core messages
• Conducting an aggressive media relations program to trade, general business and e-commerce publications
• Preparing investor relations and media relations kits which include company backgrounders, biographies and descriptions of the MetalMaker business for both buyers and suppliers
• Developing a presentation that describes MetalMaker's business model for industry groups
• Providing comprehensive trade show planning
• Identifying speaking engagements that help MetalMaker reach its target audiences with core messages
• Gathering intelligence to refine strategy and core messages