COMPREHENSIVE LOYALTY - Key Persons

Jeff Baker's expertise in marketing strategy, new product development, and market research is built upon a solid foundation of twenty years in marketing. Mr. Baker is an expert in brand identity development, positioning, and messaging. He has a broad range of both B2B and B2C industry experience, with deep expertise in computer software and hardware, mobile telecom, and entertainment/consumer electronics. In his consultant role at Strategyn, Mr. Baker helps clients use outcome-driven methods to drive their product innovation projects and marketing strategy. Prior to joining Strategyn, Mr. Baker spent twelve years at Microsoft, with roles in market research, marketing, and product management. During his tenure, he helped launch the two most successful versions of Windows and led market research for Microsoft's mobile devices division. As a leader in Microsoft's market research organization, Mr. Baker pioneered the development of a strategic architecture for research, which was adopted company-wide and significantly enhanced the role of the research discipline at Microsoft. Mr. Baker was also recognized as a thought leader in the integration of the market research and user experience disciplines. Mr. Baker also has agency experience in branding, advertising, and market research, with a special focus on consumer behavior and the translation of research insights into integrated brand and communications programs. Mr. Baker earned a BS in Molecular Biology and an MBA in Marketing from the University of Oregon.

Mr. Travers has over 30 years of marketing and research experience. As the owner of two businesses he started from scratch, Mr. Travers knows the need for comprehensive approaches to marketing problems. Mr. Travers developed from concept the "Marketing Alignment" decision making guide for marketing professionals. This system helped companies to understand their markets, customers, and store deployment strategies. Peter's broad experience includes overseeing more than one hundred thousand consumer surveys, developing marketing plans, and providing site selection studies for the RV, Marine and Franchise Industries. He has written numerous articles for trade publications such as Soundings Trade Only and RV Executive Magazines. In addition, Peter has been a speaker at the NMMA and RVDA national conventions. For the last seven years, Mr. Travers has been serving the Franchise Industry with applications for advanced customer profiling and site selection models. He has been involved in over two hundred site selection studies and the building of multiple advanced customer profiling models. Mr. Travers expertise is in combining multiple tools from different disciplines into one cohesive advanced marketing system. This enabled him to design the Comprehensive Loyalty™ system. Mr. Travers earned his degree in Communications from the University of Central Florida.

Job Titles:

• Member of the American Marketing Association
• President of Site Perfect Research

Scott Dewar is the President of Site Perfect Research and has 28 years of experience in retail site selection, sales forecasting and consumer research. His years of experience include working as a senior consultant at Thompson Associates and VP at Robertson Research. His firm has a loyal clientele of national and regional chains, including: Staples, Gap, Peet's Coffee, Sports Authority, 24-Hour Fitness and Sterling Jewelers. Scott has personally completed over 1000 site evaluation studies in addition to numerous regional/national strategy studies and consumer research projects. Scott has spoken at major industry conferences and written several articles about market research techniques and applications. Scott is the major force behind the creation of SitePro™, a GIS-based site selection/sales forecasting application that is the leading technology in this field. Scott earned his degree in Urban Studies at San Francisco State University. Mr. Dewar is a member of the American Marketing Association and the International Council of Shopping Centers.