McLandrich Consulting: Idea Studies
Idea Study 1 – Finding Opportunity
 The Idea
Cincinnati-based, ZestoTherm Inc., needed additional markets for its patented, water-activated food heater.
Drew McLandrich had the right idea – a portable, hot meal, long distance truck drivers would be able to enjoy anytime, any place.
HeaterMeals® was born. It became a seven seven entrée line of ¾ lb., self-stable, self-heating meals with seasonings, cutlery, and water to start the food heater.
The Execution
While the idea was right, effective execution made the idea a success.
To create a new product that would delight customers, Drew McLandrich:
- Located shelf-stable food suppliers with good tasting-foods, in just the right container
- Tested to produce the correct water-activated food heater
- Secured the approval of USDA to permit food packing
- Designed special packaging
- Found the most appropriate markets
- Created on-package messages, point-of-purchase materials, literature, and a website that quickly and clearly explained a product that had never before existed
- Established a broker, sales representative, wholesaler and distributor network
The Next Step
The market wanted even more convenience and choice. "The next right idea was HeaterMeals® Plus™." This product line has everything found in HeaterMeals, plus snacks, additional condiments, a beverage and even dessert.
Today
HeaterMeals are sold in grocery stores, truck stops, specialty and sporting goods stores - nationwide.
All branches of the US Military, meals-on-wheels programs, FEMA, Red Cross and other emergency preparedness organizations buy HeaterMeals and HeaterMealsPlus. These customers were identified and developed by Mr. McLandrich.
Millions and millions are sold each year!
To learn more about HeaterMeals and HeaterMeals Plus, please go to www.heatermeals.com
ZestoTherm ™, HeaterMeals® and HeaterMeals® Plus™ are trademarks of Innotech Products, Ltd.
Idea Study 2 - Strong Execution Creates Customers
The Situation
Founded in 1899, Twin Towers Senior Living Community, a not-for-profit, continuing care retirement community, has graced College Hill, Ohio since 1908.
Over the century, the character of College Hill changed, as did the needs and desires of those seeking to live in a retirement community. In 2002, Twin Towers was a community struggling to find its identity and new residents for its independent living apartments and homes.
Research
Before solutions could be devised, questions had to be asked and answered. Drew McLandrich conducted focus groups and then cost-effectively, quantitatively surveyed Twin Towers¹ market. Prospective residents were asked what a retirement community meant to them, how they felt about Twin Towers, about their hobbies, and what they like to do when on vacation?
The Solution
The findings from the focus groups and the quantitative survey led to new services and amenities that attracted more residents, and to marketing and sales strategies that reflected a brighter, more vibrant, more active community.
Twin Towers Retirement Community was renamed - was Twin Towers Senior Living Community, and Mr. McLandrich gave it a new tag line - Live. Love. Laugh. And Be Healthy.
Independent living occupancy increased from 74 percent to 92 percent.
To learn more about Twin Towers, please go to www.lec.org
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