Client
Model Merchandising International L.P.
Franchising Group
New York

Project
Web-based sales application and database development.

Situation
Since 1979, MMI has helped many business people establish their own franchised modeling and career centers.  MMI provides initial training for new franchise owners, curriculum updates for current owners, ongoing field support and national co-op advertising for centers across the country.  MMI has two main lead generation channels: the website and the call center.  There is a third channel, which is regular mail, although currently this channel receives a very small percentage of leads.

Problem
MMI's current system of managing sales leads is inefficient and unreliable.  There are too many steps, too many people involved and response time is poor.  The company needs to track both the response method as well as the marketing source.  Accurate information is critical in reporting for the franchises.  MMI has three distinct operations that are located remotely and that need to share the same data in real time.  Additionally, once the leads are sorted by territory, they need to be faxed to over forty different franchise locations.

Solution
Enzyme Digital programmed a custom sales application and database that their call center, postal and web operations can access and update in real time.  Their marketing and advertising managers can get real time statistics and reports, so they know instantly their campaigns' effectiveness.  Additionally, instead of producing reports and then having the staff manually fax them to each center, Enzyme Digital programmed an Internet based fax system to automatically generate the report and fax it to the appropriate franchise.  This project also included a data backup system and sales reporting functionality.

Results
MMI's new sales lead database is intuitive and easy to use.  It collects the sales leads directly from the website and allows for the call center's direct input.  The database is producing a strong return on investment for MMI, through reduced administrative expenses and increased sales.  Additionally, the sales team has become more productive because they are getting better information, faster.