Most of our indicia customers are value-added manufacturing customers. We have summarized our engagement with them in the following white paper.

1. Geographic Growth
for Value Added
Manufacturers
Daniel Lemire

2. Contents
Geographic Growth for Value
Added Manufacturers
Different Types of Industries
Development Challenges
3
4
Daniel Lemire
President of Indicia
Methodology 6
Data is Your Best Friend 7
The Penetration Matrix 8
Key Factors
List Creation
9
11
indicia.ca
Generating Leads
The Power of Fish Nets
Compete Better
13
15
17
The Fruit of Our Labor 18

3. Chapter 1
CONSUMABLE PRODUCTS
VERSUS NON-CONSUMABLE
Different
Types of
Industries
indicia.ca 3
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
One very interesting segment of the
manufacturing realm is what we call
the “value added manufacturers”. They
are most of the time small to
medium-sized businesses creating
specialized goods that include a lot of
engineering and skilled manpower.
Some examples might include the
manufacturing of customized tool
chests for a new production line; or
snow-tracked vehicles equipped with
GPS devices to pack down ski slopes.
Or autonomous robots to replace
human sentinels in the security
business.
There are different
classifications for the
manufacturing industry. One
can look at it in terms of
consumable products versus
non-consumable; the
consumable arena being
comprised of anything food-
related or additional items like
clothing and consumer
package goods, like personal
care items and so on.
The business-to-business world can
also be made of consumable
products. Just think of office
supplies, nails for building houses
or sanding disc for the welding
industry.

4. Chapter 2
Should you recognize yourself
as such a manufacturer, you
probably find yourself in the
following situation:
Development
Challenges
indicia.ca 4
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
Tens of thousands of potential
clients may exists in your country
but you probably cannot rely on a
corporate sales force to cover this
vast market, usually consisting of
a highly scattered clientele
around the continent.
EFFECTIVELY
DETERMINE YOUR
MARKET SIZE
Your offering comes with a
complex sales process. You bring
to the market a value-added
product that necessitates a high
level of client service and
customization all along the sales
and production cycle.

5. indicia.ca 5
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
You probably need to rely on a
network of distributors or
manufacturing agents. Even if
they are your main source of
deals, you find yourself in a
situation where you rarely control
the sale. You most of the time
meet the end user client later in
the process if not ever and end-
up with less of a direct
relationship than your
distributors.
Moreover, your distributors usually
deal with other manufacturing
companies, your competitors, and
allocate opportunities as they see
fit. They rarely know the potential
of their territory and more over
propose a structured approach to
the development of your business
in their territory. How could you
turn this situation to your
advantage?

6. Over the last 25 years and through its
1,000+ projects with dozens of
manufacturers, Indicia has developed,
implemented, and perfected a go-to-
market methodology that gives back
to the manufacturer a lot of control
over its destiny.
indicia.ca 6
Understand your clients.
Define what drives sales.
Establish how many of those businesses exist around North America.
Find concentration of prospects and establish a sequence of development.
Find business partners, new distributors, and competitors to acquire.
Create lists of business to target; find contract names, emails, and coordinates.
Maximize the success rate of any email or telephone campaign.
Provide results that can successfully enhance any sales force effort with savings that often pays
for our involvement in a matter of months.
Methodology
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
OUR MARKET
STRATEGY
Using a wise amalgam of market
research, business database dig-in,
client analysis, mapping and business
intelligence, we deliver a go-to market
strategy that helps:
Chapter 3

7. Chapter 4
UNDERSTAND
YOUR CLIENTELE
indicia.ca 7
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
The journey to a better
understanding of your clientele
starts with building the right data
from your list of clients and
transactions. After initial clean-up
and alignment, clients are
geocoded. Total sales from the
last three years are appended
along with industry codes.
From this data hygiene
effort, the “Penetration
Matrix” is created. This table
will indicate your sweet
spots in terms of actual and
potential markets.
Data is Your
Best Friend
As much as we initially can,
using a computerized
approach, we organize your
data into actionable
information. For those special
records, a manual effort is
performed. At last, employee
size and/or sales volume is
also an added.

8. Chapter 5
WHAT DRIVES SALES
indicia.ca 8
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
The analysis of the penetration
matrix will provide many answers.
Are your sales concentrated in
specific industries? Are they all
known to you, or you just found out
about industries that need your
products and that are underserved?
Are you better at dealing with small,
medium, or large corporations? Sole
proprietors or headquarters with
branches? Is your business
concentrated in a specific
geographic area? Are you saturated
in this market? Is your company in
synergy with other industries?
Analyzing the initial
penetration matrix will help us
identify what industries and
sectors you should concentrate
your efforts in. But it will also
provide the total number of
establishments that could
potentially do business with
your company. We will
together review this
information and come up with
your “targeting sweet spot”.
Finally, a selection of industrial
codes and business sizes will
be proposed. An initial list will
then be derived.
POTENTIAL MARKETS
The
Penetration
Matrix

9. Mapping your prospective
clientele will bring invaluable
insight to plan your future
expansion. Is your business
concentrated in space? Do you
penetrate specific
environments like specific
metropolitan areas? Is it time
to go west? Move south? Is
your local market saturated or
full of unexploited
opportunities? Can you
pinpoint your next Klondike or
opportunities are scattered all
over the continent?
Chapter 6
indicia.ca 9
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
MAPPING
Key Factors
Finally, and based on the
above analyses, how can we
classify your potential
markets to provide a
sequence for development?
At this stage, your next 5
years of go-to market plan
will probably start to take
shape in front of your eyes.

10. The sequence emerging
from the mapping should
at this stage prompt in-
depth discussions with
your staff and colleagues.
Indicia’s team will bring to
the table your historical
performance by industry
and business size in the
matrix.
indicia.ca 10
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
STRATEGIZE
Has your profitability been equal in
each industry? Where are you over
performing the market? Are your
sales growing in specific cells of
the matrix? Have they decreased
over the last years? Is it now time to
explore new markets? The answers
to these questions will help finalize
and decide on the best
development plan to move
forward.

11. 11
List Creation
Chapter 7
indicia.ca
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
Now that you have the best go-to
market strategy you’ve been
dreaming of for the past many
years, we can start to focus on
building target prospect lists,
knowing that each cell of the
penetration matrix provided us
with a number of establishments
to aim for.
MINE EACH CELL
Indicia’s uses its own lists sources
as well as a few third-party
vendors to start the process and
create an initial list. Analyzing a
sample will validate if we are our
target. This sample of validated
targets will also provide, through
their websites, a list of key words
that define specific attributes of
their business DNA.
The clean-up, merge and
ranking of these records of
information, added to the
initial list of prospects and a
few other tricks up our sleeves
will finally allow us to deliver a
highly targeted, up to date and
geographically organized list of
prospects.
Geographically scraping the
internet for those key words
will help us generate hundred
of thousands of lines of
information linked to these
industries.

12. indicia.ca 12
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
One additional benefit of all this
methodology is the
identification of your best buyer.
By diving into your historical
performance for each pertinent
cell of the penetration matrix,
we will identify the titles of the
contacts we should aim for.
FIND CONTACTS
At this stage, many additional sources
of information, directories and
databases can provide and help
validate names of persons to contact by
the title or position/responsibilities.
Whether you’re looking for executive
suite-level contacts, purchasing agents,
engineers, or owners of the business,
we make sure your CRM will be
populated with the right names.

13. ON YOUR MARK, GET SET,
GROW
indicia.ca 13
Enters marketing automation.
Indicia can help you, with its few
highly competent partners (one
cannot be the best at everything!)
to generate a constant and
predicted number of targeted
leads on a regular business and at
reasonable cost. Emails can be
sent to prompt calls or website
visits and E-Com orders. Calls can
be made to confirm face-to-face
appointment or video conference
meetings. We can even assist in
the set up of a virtual sales force.
Now that you are better
equipped than ever to
develop your business, you are
faced with the inevitable task
of making calls, sending
emails, and executing digital
advertising. It is increasingly
difficult to recruit sales
representative. And when you
find a decent one, the task of
farming sales with existing
clients seems more attractive
than hunting new accounts.
Chapter 8
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
Generating
Leads

14. indicia.ca 14
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
DISTRIBUTION PLAN
Querying this industry code
enables us to find other similar
businesses across the continent
that could be potential
distributors. An initial list of
potential distributors is then
validated with key words queries
and web searches to confirm the
targeting is the best that can be.
An additional benefit of
Indicia’s go-to market
methodology for value added
manufacturers is the ability
to support sales with the
creation of a distribution
plan. In a nutshell, the
process goes as follows…
starting from in-house
knowledge on the previous
list of clients, current
distributors are identified.
They are then found in
business database to extract
their industry code.

15. Chapter 9
indicia.ca 15
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
GEOGRAPHY IS THE KEY
The
Power of
Fish Nets
Now, let’s pretend you want to create
the list of all fusion cuisine restaurants
across North America, and you live in
Chicago. Searching the web for this type
of establishment from Chicago will first
render good results but as you’ll go
down the pages, results will become
less pertinent because your browser
knows that proposing restaurants in
Minnesota will not help you. Search
results will at one point stop to pinpoint
local restaurants but will ill in the pages
with cooking classes, recipes, blogs, and
videos on the topic of fusion cuisine.
Understanding the subtilities of
web indexing and searches is not
an easy task. One that is widely
overlooked is the fact that results
to the same query will render
different results depending on
your location. Should you find
yourself in Los Angeles and
looking for a fusion cuisine
restaurant, you’d be disappointed
to receive suggestions for
restaurants in Toronto, your
hometown. Through the IP
address of your laptop computer
or the GPS in your cell phone,
your browser knows you’re in Los
Angeles and propose local
restaurants.

16. indicia.ca 16
Geographic Growth for Value
Added Manufacturers
Daniel Lemire
President of Indicia
The key to this type of search is
to trick the browser into thinking
that you are moving around the
country with each different
search of the same topic.
Indicia’s analysts have become
highly skilled at this game and
will generate a list of potential
partners from across the
continent easily and rapidly,
using different “Fish Net”
methodologies. The found
businesses are obviously
validated, usually manually, and
one by one.
They are then mapped and
organized by markets or
territories. The best and most
pertinent strategy can then be
prepared. Distributors and
agents can be ranked according
to a fit index to select those you
should approach first.

17. Chapter 10
COMPETITIVE INTELLIGENCE
Compete
better
indicia.ca
The same above methodologies,
used to generate prospects clients
and potential distributors can also
be used to generate lists of
competitors.
Geographic Growth for Value
Added Manufacturers
17
Daniel Lemire
President of Indicia
Who else operates in your field?
Is there a business out there
that has a competitive edge
and that you don’t know about?
As stated previously, targets for
acquisition can be identified.

18. Over the past two decades,
Indicia’s clients in the
manufacturing arena often
verbalized the same
frustration; they lack the
direct contact with the end
user of their products.
Distributors or retailers are
jealously guarding their
customer list and limit
interactions with them, the
manufacturer. Market
knowledge is inevitably
restricted.
Chapter 11
indicia.ca
Daniel Lemire
450 824-9404 x21
daniel.lemire@indicia.ca
520, Boulevard des Seigneurs
Terrebonne (QC)
J6W 1T3
A GAME OF POWER
The main objective of this
geographically articulated strategy
is to prompt you, the
manufacturer, to gain back
knowledge, influence and
predictability is your go-to market
efforts. Moreover, none of your
peers or competitors will be as
well equipped to generate
growth. Your sales force will thank
you and finally, you too will be
able to affirm that geography
really drives your business.
The Fruit
of Our
Labor
Geographic Growth for Value
Added Manufacturers
18
Daniel Lemire
President of Indicia