Bob comes to us from his private consulting practice, S. I. Inc. With more than 30 years experience in the management sciences, he brings a wealth of experience in many disciplines to our firm. After a tour of duty in the United States Army in the late 60s, he practiced marketing research for Applied Decision Systems, Inc. For five years Bob taught computers to business students at the University of Rhode Island. He went on to be a founding director of Shycon Associates, Inc. before creating S. I. Inc. in 1981. As president of S. I. Inc., he was responsible for creating software for manufacturing and developing the firm’s consulting practice. In recent years Mr. Schuldenfrei helped Navision Software (now a division of Microsoft) launch their manufacturing product.  He also provided accounting systems consulting to two VAR organizations.  

Serino Channel Services (SCS): Why did you decide to join Serino?  

Robert Schuldenfrei: For some time now I have wanted to return to marketing research where I spent the first ten years of my career. After doing many computer based accounting and manufacturing engagements, it just was not challenging any more. I have known Tony Serino for almost ten years. In discussions with him early in 2000 it was suggested that the firm had numerous proposals in just that area. Together we landed some of these projects, and we were off. The work is absolutely fascinating and the people here provide the most supportive working environment.  

SCS: But Serino Channel Services is a channel marketing services business. What will Serino Channel Services’ clients get out of this relationship?

  
RS: The firm has been steadily adding to its skill set over the past few years. Marketing Research is one area where they wanted to have someone on staff so they could provide clients with a more complete marketing solution. I actually began my career doing this type of work for the large packaged foods companies. In a way, by providing Serino Channel Services the enhanced capability, I am returning to my professional roots.  

SCS: What types of jobs have you been you been involved in since coming to Serino Channel Services?  

RS: A major computer manufacturer asked YTKO, a European consulting firm with whom we have a partnership, to measure customer service and support levels. YTKO subcontracted to Serino Channel Services the survey of the North American market. YTKO retained for themselves the remaining three geographies: Europe, Middle East, and Asia. Serino Channel Services was selected because of its channels expertise. The manufacturer wanted to enter the market using a channels strategy. The time frame for this work was very tight. We had to design a survey instrument in concert with YTKO, execute phone interviews, perform a SWOT analysis, and write up our recommendations to the client. Our database of channel participants made us a unique resource for YTKO. A number of leading computer firms were selected because they demonstrated excellence in channel management. We were able to recommend to our client a strategy that defined a basic set of channel performance measurements that they had to meet. Beyond that, we suggested some non-traditional practices which would allow them to be perceived by the market as an outstanding channel player.

Another large computer manufacturer retained Serino Channel Services to conduct focus group research on new service offerings which they are thinking of providing through the channel. The work was conducted during the summer of 2000. These two jobs extended the professional credentials of Serino Channel Services in the computer industry. We now have a complete set of marketing services for high technology management.  

SCS: We understand that you have been involved in accounting and manufacturing for many years. Where did your marketing expertise come from?  

RS: It may come as a surprise, but I got started in the 1960s with marketing information systems. I was the author of the Inf*Act computer language. It was a program to acquire, store, and analyze marketing data. It was the type of job for which you would use a spreadsheet for today. In fact (if you will excuse the pun) Inf*Act predated VisiCalc by many years. If I had but known the market for such a tool... sigh... Anyway, General Mills used the system for many years in the late 60s and early 70s. Because of this work, I became familiar with the tools and techniques of marketing research.