Issue: A superior construction rolled moisture barrier was not getting traction; sales $1-2MM

Action: We created a full go-to-market strategy and commercialization program: repositioning, customer and competitive analyses, differentiators, research, branding, messaging, sales and trade show tools, promotional/YouTube videos, Adwords campaign, and social strategy; conceived and developed AIA CEU presentations to reach architects

Result: Yr. 1 sales increased 68%, Yr. 2 up 46%, Yrs. 3 and 4 50+% increases; 4-year CAGR: 56%; Halex acquired for $47MM based primarily on VersaShield; tracking to $100MM brand

  • 160+ specifications (to date) from 650+ CEU presentations to architects
  • Website views increased 50%
  • Thousands of YouTube views from 50+ videos established the brand as the industry expert


“Halex has worked with Melissa on multiple projects, including innovation, consumer insights, sales presentations, CEU training, promotional and informational videos, and trade show materials. She and her partners improved awareness, enhanced communication, and increased top line sales. Our 68% increase in VersaShield sales is a direct result of those projects. I recommend that any company looking to increase sales contact Melissa.”
- Mark Chichak, President and CEO
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