The science was orders of magnitude better. Almost nobody understood why that mattered.
How we translated Trich Analytics’ laser ablation methodology into a reason to switch. Building brand positioning and a scalable revenue system that made the case, again and again.
Standard environmental analysis methods have their limits.
Composite samples average away data that matters. Large sample requirements mean work-intensive harvesting, and high lethality – a growing ethical conundrum.
Trich Analytics’ laser ablation technology solved all these issues.
The problem wasn’t the science.
Growth depended on referrals, the founder’s personal network, and conversations at conferences.
The CRM was wrong-sized, and not being used. There was no outreach process, no documentation, no system for turning interest into a signed contract.
Most important, there wasn’t a pitch that delivered.
– Jennie Christensen, Founder
The Lightbulb moment
That disarmingly simple idea came directly from Trich’s customers.
In ten in-depth interviews, we dug into their pain points, what they thought Trich had that no other lab could match, and how they’d sell colleagues on Trich.
Yes, Trich’s ability to work with dramatically smaller samples was important. But delivering vastly improved data from those samples touched a nerve.
It was that tension – small vs big – that captured the imagination.
It became the pitch. A story rooted entirely in what Trich’s own clients said out loud, tied to a system built to deliver it the same way every time.
Today, when Trich tells this story to a new prospect, the head-nodding starts earlier, and the lean-in is visible.
How We Built It
“What changed isn’t just results; it’s the confidence that comes from having a real system in place. Our outreach is no longer reactive; it’s intentional, aligned, and built to support how we want to grow.” – Jennie Christensen, Founder
The pitch was only the beginning. We built a way to find the right prospects by technical fit, organizational fit, and urgency of need. We built a cadence for outreach calls, backed by deep intel on each contact. And we built a habit: vet 10+ leads a week, hand the founder the best 5, follow up on all of them.
Clarify
Ten in-depth client interviews. Insights that became the foundation of Trich’s promise.
Create
An effective pitch. And a system for using it to win business.
Template
Weekly huddles to see what’s working, and repeat it. Simple tools to make execution ‘stick’.
Transfer
Entire system run independently by Trich’s team – before engagement ended.
A system that delivers wins
The Power of creativity
At left, you see the first mailer sent by Trich to their growing marketing database.
It was a calculated risk: their audience is highly rational and scientific. But that meant a rational, scientific marketing outreach would be lost in sea of emails.
So we embraced the Small Samples, Big Answers spirit in an email that could have been written by Woody Allen or Jerry Seinfeld.
The response? Multiple readers wrote back with thanks for the fresh approach. Several others mentioned they’d passed the email to their friends. The sort of reaction mailers rarely get.
You’ve built something genuinely better, but the market doesn’t understand why yet. You have real relationships, real credibility, but no scalable system for turning either into a pipeline.
Your product hasn’t found its edge yet. You don’t have an established ideal customer profile, or product / market fit. You need a pitch to win funding to launch, not to scale.