Case studies
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Enabling Strategic Repositioning and Operational Scale-Up for a Mid-Sized Distributor
Industry : Medical Category : Distributor Location : Montreal
AVEL Consulting supported a mid-sized B2B distributor in its strategic shift toward a B2C business model.
Through organizational redesign, formalization of R&D and innovation processes, and streamlined operations, the client achieved a 2x increase in operational productivity and successfully launched new consumer-facing initiatives.
Problem
The client, a long-established B2B distributor with some light repackaging activities, faced several critical challenges:
- Innovation Challenges: New product launches were delayed and underperformed due to a lack of structured innovation and R&D processes.
- Stalled Market Repositioning: Efforts to enter the B2C market had been stagnant or slow for 18 months.
- Organizational Risk: Excessive reliance on a few key individuals and informal structures limited scalability and agility.
- Process Inefficiencies: Core processes, including order management and product development, lacked documentation, standardization, and governance, impeding operational performance and growth.
Approach
Solution
The consulting engagement implemented the following actions:
B2C Market Repositioning
- Full project governance implemented with clear timelines and ownership.
- Project managers trained and coached to deliver results autonomously.
- Delivery of repositioning project within 6 months (after 18 months of slowly moving and stagnation).
R&D and NPI Process Redesign
- Creation of a focused R&D team with clarified roles.
- Implementation of a stage-gate NPI process with rigorous scoping, ROI tracking, and post-launch reviews.
- Improved product-market fit and faster go-to-market timelines.
Operational Process Overhaul
- Redesign of core operational processes with clear KPIs, documented workflows, and defined responsibilities.
- Automation and system integration (ERP, CRM, TMS, website).
- Productivity improvement: reduced FTE from 5 to 4 while doubling order capacity.
- Freed up resources redirected to customer service.
Results
- Strategic Execution: B2C transition project delivered within 6 months.
- Innovation ROI: Accelerated go-to-market and improved NPI returns.
- Operational Gains:
- 2x increase in order processing capacity.
- 20% FTE reduction with higher throughput.
- Improved process clarity and system integration.
B2C transition project delivered within 6 months.
2x increase in order processing capacity.
20% FTE reduction with higher throughput.
Improved process clarity and system integration.
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AVEL Consulting conducted a full performance diagnostic, uncovering opportunities for improvement in leadership structure, R&D, process governance, and project management. Based on this, a targeted roadmap was developed to address core bottlenecks and accelerate execution: