PR Shoppe, opened in 2013, initially offered only PR services but has since expanded to include Marketing Consulting and Social Media. Carolyn Fraser, the owner, also serves as a "fractional CMO" for clients.

About the Owner

Carolyn has been running PR Shoppe since its inception. She recently concluded a challenging engagement with a large client for whom she was acting as a fractional CMO, which involved a complex transition process.

Client Quotes

"I've already started to shift into a movement mindset and will incorporate my action plan starting this month. I've narrowed down our services to two key offerings and will focus on those going forward. I was also able to reference the Time Accountability Tool and Client/Time/Revenue Worksheet for recent contract negotiation; increased my fees!"

Consultant Quote

"Carolyn was receptive to hard truths about her business and what needed to change. That was a good thing because she was all over the place."

Partner Quote/Information

• Partner: AAB

TAP Team

• Consultants: Mindy Grigg, Kendall Egan

• DSD: Carolina Zambrano

Business Challenge

Carolyn needed direction on which parts of her business to focus on (e.g., marketing and pricing strategy, project management, experiential marketing, integrated marketing, or fractional CMO). She also struggled with time management, organization, and balancing operations with outreach.

What Did TAP Do?

TAP helped Carolyn identify and prioritize her services, develop a business development process, and create customer target identification and segmentation strategies.

TAP Deliverables/Tools

• Customer target identification and segmentation

• Business Development process recommendations, including opportunity list (identification and prioritization)

• Time Accountability Tool

• Client/Time/Revenue Worksheet

Where Are They Now? Business Results

Carolyn has narrowed down her services to two key offerings and is focusing on those going forward. She has started implementing her action plan and has used TAP's tools to negotiate contracts and increase her fees. The case study indicates that Carolyn has shifted her mindset and is moving in a more focused direction with her business.