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A N D R E W R I C H A R D S O N C O N S U L T I N G S E R V I C E S

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ARCS INDEX

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why ARCS

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B E S P O K E 3 6 0 ° B R A N D M A N A G E M E N T A N D B U S I N E S S G R O W T H

ARCS provides bespoke, comprehensive professional consulting services and a cost effective fresh perspective.

For some clients it may start with the business plan, strategy or company philosophy; for others it

may involve writing an operations manual, or designing, launching and building a brand; then again,

it could be taking control of a new market or product launch from soup to nuts !

It could be taking up the reins of a special marketing, brand building or business development project because your CMO/CEO or SD is just too stretched already to make it happen ! whether delivering a

fresh perspective, thinking outside your normal box, positively challenging your directions (as a non-

exec director for example) and thought leadership, or so much more, ARCS will always provide a cost

efficient 360° fit to our client solutions.

T H R E E D E C A D E S O F P R A C T I C A L B U S I N E S S B U I L D I N G E X P E R I E N C E

F M C G – L U X U R Y G O O D S – R E T A I L | A C R O S S F O U R C O N T I N E N T S

The total marketing mix (e-commerce, social network marketing, etc) is increasingly relevant. But

ARCS believes in more than just ‘friend-ing’ or ‘liking’ people on facebook, or ‘tweeting’ to build

awareness for a business: traditional marketing experience, creativity and skills remain the most

important foundation to building and growing any business or brand … to build ‘traditional successes’

– at least that’s a concept that’s never going to change ! Most importantly, ARCS never loses sight of

the all-important ‘bottom-line’ : sales, revenues, and profits !

If you, or your business need

> Help launching and managing a new creative, marketing or brand project

> Direction in getting a business off the ground or ‘turning around’ a business / division

> Real investment value added to your brand, business or exit strategy

> 360° brand management and marketing experience | ‘best-practice’

> Fresh perspective, guidance or thought leadership on strategy, goal planning, etc

> Growing your business into new channels | markets, or NPD > Expansion into international markets

… then contact Andrew Richardson on +44 (0)7769 255 342 in

total confidence, and lets discuss how ARCS might work with you

to help develop your next profits solution.

L U X U R Y + L I F E S T Y L E | J E W E L L E R Y | F M C G | R E T A I L

H O S P I T A L I T Y , G O U R M E T C O F F E E | S O C I A L E N T E R P R I S E

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Flexible and Adaptable

ARCS works with start-ups, SME’s and turn-arounds as well as established businesses, private

investors and proprietors, financial advisors, VC and PE investors, and major multi-nationals on

special projects. ARCS can work via retained consultancy, on short or medium term projects, interim management programmes, non-exec directorships, and more

“ Marketing people will need unique

skills in the near future. They’ll need to be like footballers who can kick with

both feet: capable of integrating

marketing and IT, branding with operations …” Jeroen de Punder, Chief Marketing Officer, Ricoh, NL

“… he (Richardson) said he could create a us a business and a brand presence from nothing in the USA …

and the entire board has been astounded at how effectively he has carried out this promise for Whittard !” | Nick Shutts – CEO, Barney Holdings / Bauger (Whittard of Chelsea), London

“We’ve never met anyone who has grasped what we’re about, our business aims, and the intricacies of our

specialised industry so quickly and so thoroughly as [Richardson] has” | Bobby White – Creative Director, and

Tommy White – Managing Director, Bobby White London (fine and bespoke jewellery)

A logo is not a brand: June 2011. Lots of people, and organisations think that brand begins and ends with a logo. Brand is much more than a

name or a logo. Brand is everything, and everything is brand. Your brand is your strategy; it’s your call to action;

it’s your customer service. Brand is the way you speak, in fact it’s your whole array of communication tools; in

the digital age, user interface is your brand. Your brand is your people; your facilities; oh, and your brand is your logo and your visuals too !

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A N D R E W R I C H A R D S O N | P R I N C I P A L E X E C U T I V E S U M M A R Y + B A C K G R O U N D

ARCS PRINCIPAL, Andrew Richardson, is an accomplished business director, 360° brand manager and entrepreneur. He has worked across diverse markets and cultures, always in environments that

demand ROI from every activity. He’s a practical leader with excellent team and collaboration skills

from start-ups to multi-nationals

> Broad practical experience from start-ups to multi-nationals

> Business / brand growth strategies, domestic / international, B2B + B2C, retail

> FMCG, luxury and lifestyle goods; jewellery and fashion; food + non-food; speciality beverage and

home products

“ When in Rome, do as the Romans do ” St Ambrose, Bishop of Milan to St. Augustine – 387 AD

“ … but if you cant, then hire a Roman to do it for you ! ” Andrew Richardson – 2001

A N D R E W R I C H A R D S O N | B I O

Andrew delivers 20 years of retail, FMCG and luxury goods business expansion and 360° brand

management experience, following 9 years of international agribusiness experience.

A serial entrepreneur himself, working across the board with SME’s and multi-nationals, he has

developed broad experience in diverse industry sectors, markets and business cultures. He first ventured into consumer goods when hired to turn-around a 50 year old US footwear manufacturer,

which he later sold for more than quadruple what the owner had previously tried to market the

business for.

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He then joined forces with a German partner to form CBM – Cross Border Management Inc – a

consultancy specializing in helping American and European firms to develop their markets across the

Atlantic: Richardson served as VP/Sec/Treasurer for up to 9 client firms at a time, including children’s

products, rehabilitation and mobility equipment, fashion, supermarkets, frozen foods and FMCG products.

He co-founded a Colorado based coffee business, winning international acclaim and unprecedented

special praise from the Italians (!) for his espresso blends and US market and brand development. He

subsequently started an espresso bar business, franchising and growing the hospitality chain

throughout the UK, before selling the brand and it’s IP.

Then Richardson successfully launched and built Nespresso (part of the Nestle group of companies)

commercial / OOH products and brand in the UK, consulting in the launch of the same brand in the

USA, Spain, and Russia markets. He was later retained to launch and build Whittard of Chelsea’s

premium tea and coffee retail brand in North America, quickly and effectively opening flagship

branded retail stores in Boston, San Diego, Los Angeles, Santa Barbara and New York.

Since 2007 Richardson has focused on helping businesses grow their sales, brand value and markets,

with clients across fashion, luxury goods and jewellery, FMCG (food and non-food), retail, hospitality and entertainment.

He is also a co-founder and board member / trustee of two social enterprises / charities, and is

recognised in the worldwide Who’s Who of executives, professionals and entrepreneurs. Richardson

graduated Brooksby Agricultural College, 1981, with and OND (Honours) in agribusiness and finance,

and has completed numerous professional, management and marketing programmes in the USA,

Switzerland and UK throughout his career.

He lived and worked in the USA for over 20 years, as well as throughout Europe, Asia, Australia,

Middle East, Africa and parts of Latin America.

“the work of Andrew Richardson stands out as some of the best … he delivers in

record time … the best quality is his thoroughness … he has a knack for explaining

difficult pithy material in a way that all can comprehend … very few have his communications ability” | Barbara Bradford – Director, Private Sector Projects, US Trade

Development Program / IDCA – Washington DC

“… with Richardson in charge of operations someone better warn the competition that their comfort level

is diminishing ! ” | Paul J Welsh – Executive VP, NKH&W Marketing Communications Inc – Kansas City MO, USA

“Richardson … will do it right or not do it at all …” | Midlands Business Journal, Cover story (USA)

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W H Y A R C S ?

ARCS is a ‘Plan A’ consultancy; not a ‘Plan B’ !

We all aim for ‘Plan A’ because ‘Plan B’ will inevitably include compromise … and more often than

not, compromise doesn’t get you all the way to where you wanted to be. So let’s get it right the first

time and always go for ‘Plan A’. And ARCS broad portfolio experience can help your business deliver

exactly that, quickly, efficiently, avoiding costly mistakes or compromises.

E X P E R I E N C E

Because Andrew Richardson has worked within a range of industries, ARCS delivers perspective and

knowledge from broad business arenas, including management strategies, brand/marketing, sales

and channel development, and product commercialization. ARCS will often bring specialized skills

that don't exist within your organization: They’ll get you started in business, realize your vision or

solve a current problem. ARCS can help you grow to the next level and be a source of new ideas.

C O S T E F F E C T I V E S O L U T I O N S

ARCS is here when and how you need it: virtual staff, partner, interim or consultant, without the

clients’ need to invest in permanent staff. We understand cost efficiencies and we are there with

ideas to help. ARCS gets your work done.

C L E A R O B J E C T I V E S – G U A R A N T E E D D E L I V E R Y D A T E S

Ask ARCS for a proposal that meets your business needs. To understand your objectives the initial

consultation is free. Then we’ll explain how ARCS can turn your vision into a venture.

M A R K E T I N G

B R A N D T O U C H P O I N T S B R A N D B U I L D I N G

C H A N N E L M A N A G E M E N T

T A R G E T E D

G L O B A L S A L E S

S T R A T E G I C P L A N N I N G

T H O U G H T L E A D E R S H I P

Why ARCS

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A R C S S A L E S + C H A N N E L M A N A G E M E N T

ARCS has extensive experience in assisting organizations to grow, manage and advance their sales operations and distribution channels. We can:

> Evaluate channel economics, customer segmentation, and product pricing to optimize channel

marketing programs

> Identify opportunities to increase sales force efficiency, including

realigning your sales organization

> Design and implement compensation and incentive programs to encourage the highest possible employee performance

> Implement sales and marketing strategies across the organization

> Develop an export sales strategy, as well as identify and establish

relationships with overseas distribution partners in key markets

G L O B A L B U S I N E S S D E V E L O P M E N T

ARCS regularly advises domestic and overseas clients in developing and implementing international

growth strategies.

> Research global market opportunities and develop strategies to achieve

overseas market penetration

> Negotiate and structure business transactions and register/enforce

trademarks in foreign markets > Prepare international distribution, nondisclosure, licensing, and supply

agreements

> Establish or restructure distribution networks using knowledge of the

global marketplace

> Develop viable global business development strategy and tailor products

to target market consumer preferences and legal requirements

Representation: (Market Entry Representation / Sales / Location Services / Company Formation)

ARCS can assist clients in establishing a business / brand presence in the UK, EU and US markets via

foundation consultancy, by acting as a client representative, and/or establishment of a ‘bricks-and-

mortar’ location (business or retail). We can also provide assistance in company formation; sourcing

professional advisors such as financial, legal and PR; locating the right prime pitch retail space;

contracting and controlling shopfitting; talent acquisition, and many other tasks required for the

undertaking.

ARCS

360°

A R C S 3 6 0 ° B R A N D M A R K E T I N G

It’s a simple principle, often overcomplicated by marketers looking to justify their fees, though it

often takes help to get it ALL right at once.

The principle of 360° brand marketing takes into important consideration every brand ‘touch-point’

your product or brand will have in order to truly maximise business, brand, market and revenue

growth.

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From logo design (a logo is NOT a brand !) to identifying target markets; from business strategy

planning with the client and professional advisors, to building sales, PR and creative packages.

Download the ARCS PowerPoint presentation on ARCS 360° at the back of www.arcsdirect.com

Diagram

THE VITAL BRAND TOUCH INFLUENCE POINTS (from: ARCS 360° BRAND STRATEGIES, PPT)

A R C S T U R N K E Y

ARCS can provide turnkey services for entrepreneurs who don’t have the time or experience to

implement their business vision, taking an idea from inception and working with stakeholders to see

it through to its complete practical implementation.

ARCS turnkey business services are bespoke, according to what the client needs. Equally ARCS can

handle complete project administration. Following is a list of some of the turnkey services offered:

> Locate rental or purchase premises for your business

> Obtain necessary licenses and permits; Negotiate leases and other business agreements

> Locate suppliers, contract packagers, production and distribution facilities within target market for

the products you intend to sell

> Identify and hire or ‘out-source’ qualified professionals (ie: accountants, architects, engineers) as needed to launch and manage your business on an ongoing basis

> Interface with financial institutions with you, to finance business growth

> Work with interior designers and consultants for facility layout and design

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A R C S E X P E R I E N C E S P A N S R E T A I L , L U X U R Y , F M C G , B 2 B + B 2 C , a n d M O R E

A F E W E X A M P L E S

B U S I N E S S E X P A N S I O N

Worlds largest FMCG and coffee company

For their premium coffee business: launched new UK market B2B/OOH brand from scratch.

Simultaneously helped orchestrate brand launches in Australia, USA, Russian and Spanish markets.

Managed 360° brand driven operations; total budget responsibility to Swiss HQ

Leading German branded mountaineering and outerwear retailer

(155 stores across EU, Eastern EU and Middle East) Consulting to management and stakeholders:

developed comprehensive USA/UK expansion strategy for this hi-tech retail chain … now

implementing for UK brand push, with flagship stores on London’s Regent St. and Covent Garden

Business strategy and leading global management consulting firm

Retained for industry expertise: consultancy identified highest value brand expansion opportunities,

addressing critical and business transformation challenges to assist in client expansion into specialised catering / beverage equipment business throughout UK, Sweden and S Africa

M A R K E T I N G

USA foot care products manufacturer

Business turn-around: Re-built this HBA brand; re-launched products in private label, retail, supermarket and premium department store chains. Positioned business for increased value

stakeholder exit strategy and sold business to outside investors

German supermarket chain / multiple

Consulting with C-suite stakeholders: guidance and strategic development to launch company’s first

discount food retail operations in USA – now spread nationwide

US commercial espresso equipment and coffee roastery Within channel management strategy: opened substantial national account relationships for

equipment and branded coffee; achieved acclaim for premium coffee blends and 360° brand

marketing, including launch / development of espresso bar design and barista training consultancy

UK premium hospitality chain

Developed branded retail espresso bar concept, expanding through franchising to locations

throughout UK. Developed radical new health blend (coffee with grains), gaining listing in 264 UK supermarkets. Licensed brand and IP for use in university and institutional markets nationwide

B R A N D B U I L D I N G

120 year old British speciality tea / coffee retailer

Launched retail operations in USA from scratch, building significant brand value for major international investor. Total 360° brand marketing strategies led to unprecedented national media

attention to launch events, with sales exceeding established UK store-by-store comparables

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Acclaimed UK jewellery designer / manufacturer

Consulting with owners and investors: provided business foundation planning, strategic thought

leadership, 360° brand launch and expansion marketing, business and new collections. Management

mentoring; sales program and channel creation including distributor/stockist appointment. Positioning brand for USA and further international expansion

S T R A T E G Y

Leading Australian hospitality operator

Extensive in-country market, operations and brand survey, from which broad new brand

redevelopment and 360° building strategy developed. Stakeholders later implemented, improving and renewing old fashioned brand perception, retail price point, and investor valuation

International agribusiness consulting firm / Middle Eastern and African governments

Prepared and passed feasibility studies for huge scale irrigation developments. Coordinated

negotiations with top government and funding officials. Implemented and supervised project

developments

Social enterprise / charity

Developed and published branded books (‘Love it … Eat it’ and ‘Crunch’) to reconnect food buyers

with quality, value and wholesome standards of British grown foods, promoting increase in inner-city

consumption

Vice Chairman of charity aiming to help stop teenagers (age 13-24) from getting into trouble or

making life-changing mistakes: Mentoring founders/stakeholders on business/brand/marketing strategy

A R C S E X P E R I E N C E

B R A N D I N T E R N A T I O N A L D I S C I P L I N E S

Nestle Nespresso, SA United Kingdom Thought leadership Jack Wolfskin, gmbh United States of America Strategic business planning

Whittard of Chelsea, plc Canada Brand development

Scott Foot Care, Inc Australia New market launch

La Cimbali, SpA Germany Brand design

Le Sirop de Monin Italy Business development

Grinders Gourmet Coffee, Ltd Switzerland 360° marketing strategy

Robert Timms, Pty France New Product Development

Dolchevita, Ltd Spain Operations mgmt Caffè Columbine, Inc Russia Creative direction

Fat Face, Ltd Singapore & SE Asia Non-exec directorships

Bobby White London, Ltd Middle East Change management

Terra Nera Coffee Co, Ltd North & Central Africa Sales channel management

Duchy Foods of Devon, Ltd Latin America Insight management

Brothers Gourmet Coffees, Inc Hong Kong Training / teambuilding

Translated “we congratulate Andrew on the tremendously valuable work he has done in helping develop Cimbali’s new dominance in the US market … particularly the great

skill with which he insightfully developed our biggest national customer relationships” | Daniel Bert – Director Generale, La Cimbali SpA and Faema SpA – Binasco, Italy

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A R C S C O N S U L T A N C I E S

As at November 2011

Duchy Foods of Devon

Linking Environment

And Farming

RESPECT YOURSELF

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A R C S C O N S U L T A N C I E S

Pre-2011 brand associations

G O A S O

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C O N T A C T A R C S

A N D R E W R I C H A R D S O N C O N S U L T I N G S E R V I C E S

Contact Andrew Richardson … direct

Web www.arcsdirect.com

Email arichardson.gateway@gmail.com

Phone +44 (0)7769 255 342 (Anywhere)

+44 (0)20 8133 7307 (London)

Skype Andrew.richardson39

Linked-in http://uk.linkedin.com/in/andrewrichardson007

Twitter @AndrewAah

Get in touch ! Check out this page on arcsdirect.com for useful links + info on brand marketing + articles and presentations

Contact ANDREW RICHARDSON for a confidential no-obligation chat about your business ideas and needs

“ he [Richardson] is a bit of a maverick. But that’s good – exactly what we have needed

in an organisation like this … I appreciate him challenging my decision making templates and opening my mind. So many people tell only what they think I want to

hear !” ” | Gerhardt Berssenbruegge – CEO, Nespresso SA (part of the Nestle group of companies)

– Paudex (Lausanne), Switzerland

B R A N D B U I L D I N G , M A R K E T I N G S T R A T E G Y + T H O U G H T

L E A D E R S H I P | S T A R T – U P S t o M U L T I – N A T I O N A L S

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C O N S U L T A N C Y

DE MATTEO MONNESS

GERSON LEHRMAN GROUP

BOSTON CONSULTING GROUP

BOBBY WHITE LONDON

DUCHY FOODS OF DEVON

LEAF – ‘LET NATURE FEED YOUR SENSES’

TERRA NERA COFFE CO

UEA / NORWICH SCHOOL OF BUSINESS

E X E C / N O N E X E C D I R E C T O R S H I P S

+ S O C I A L E N T E R P R I S E

NORFOLK KNOWLEDGE

LOVE IT…EAT IT

RESPECT YOURSELF (CHARITY)

P U B L I S H I N G

REED BUSINESS INFORMATION (fw)

FARMERS WEEKLY MAGAZINE

LULU.COM / AMAZON.COM

w w w . a r c s d i r e c t . c o m