By M. Sharon Baker
Sixteen years ago On Your Mark, co-founded by Brenda Laguarta, Angela Michka, and Kim Rogers, set out to be a sports marketing agency, one that used a focus on women as an entrée into the marketplace.
However, the trio realized "there was a great need, a lack of knowledge and complete confusion on how to attack the women's market," Laguarta says. Five years later, they shifted their focus exclusively to market research—which was initially just a tool in their arsenal—and focused on companies outside of the sporting goods arena.
Today, the eight-woman company, which specializes in qualitative research designed to understand women and the way they think, work, and shop, has grown to nearly $2 million in sales from blue chip clients such as Nestle, Kellogg's, American Greetings, Victoria's Secret, Lean Cuisine, and Carter's.
Read the complete case study to learn how they did it.
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