Market Analysis & Business Case

PORTFOLIO ANALYSIS
AND

RATIONALIZATION

Table of Contents

COMPANY BACKGROUND AND ISSUES COMPANY HISTORY DECISION STATEMENT PORTFOLIO RATIONALIZATION 2 6 7

SOLUTIONS MARKET STRATEGY ALTERNATIVES CRITERIA FOR SELECTION & ANALYSIS RECOMMENDATION LIBERATOR & SEXUAL WELLNESS IMPLEMENTATION ISSUES 12 16 20 21 24

BIBLIOGRAPHY

25

APPENDICES EXHIBIT 1: Liberator, Inc., Revenue Details EXHIBIT 2: LOGOS 26 27

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HISTORY A gentleman is sitting in the waiting area of a hair salon reading a magazine while his wife gets her hair cut. The article he’s reading is about using pillows to increase satisfaction during love-making, and he thinks to himself, “Yes, but ordinary pillows go flat, and move around too much. What if there was a cushion that kept its shape and stayed in place?” Thus, the seed of an idea was planted, and after some research and a lot of testing, the Liberator Sexual Positioning cushions were developed. Men and women rejoiced all around the world, and the gentleman became their hero. Or, so the story goes….. The story is mostly true, and that gentleman was Louis Friedman, founder and CEO of the company now known as Liberator, Inc., a vertically integrated manufacturer that designs, develops, manufactures, markets, distributes and retails products to enhance intimacy. Mr. Friedman founded the company under the name OneUp Innovations in 2000; his wife joined the company as Secretary and Treasurer, and a business partner began to pitch the product idea to potential customers. Operating from a 6,000 square foot facility, the new company began to research and test product designs. Furniture grade polyurethane foam was selected based on its structural integrity and its ability to hold its shape. Fabrics for the covers were chosen based on several factors. The texture against the skin had to be soft and