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BIG X / EXCELSIOR HENDERSON
course, but he said he figured out what the worth of the company would be in 4 years and worked backwards from that figure. Dan said his Finance degree is paying off, but he still does not care for finance at all. I guess it is a necessary evil!
Now that they have some money to work with it was time to build a management team. No Board of Directors right now.
Dan Hanlon: Legal, fundraising, finance, trademark issues, administrative
Dave Hanlon: Marketing, sales, product development
Alan Benz: V.P. Engineering
Allan Hurd: V.P. Manufacturing
John LaVoie: V.P. Marketing
Tom Rootness: V.P. Finance and Chief Financial Officer
The team is brand new, they have been there very long. Some took pay cuts and will make up for this in stock options. Some are avid motorcycle riders and others are not, so they have a great mix. I have been told that this team has incredibly impressive credentials that could fill a book by themselves!
Another key part of the team is the Minneapolis marketing agency they hired. Ron Sackett, Creative Director of Case Foley Sacket.
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Ron headed the advertising and marketing campaign that industry insiders credit with rejuvenating Harley Davidson a decade ago!
What is so special about the new Excelsior-Henderson Super X heavyweight cruiser? It will have the most advanced motorcycle engine on the market today. It will also have a distinctive "beat" or "exhaust note" that is distinctive to the American cruiser. Harley Davidson is actually trying to patent their exhaust note!
"The Super X is a statement motorcycle designed for style and looks. It is the calmed down Easy Rider bike that fits a lot of purposes. Chief among them is a weekend toy for baby-boomers," boast the proud and excited Hanlon brothers.
The Super X is a bike that looks mean just standing still. It is a reflection of the attitude the customer wants for the weekend. They won't shave, they will hang up the designer suit, throw on a leather jacket and motorcycle boots and be a new person for a couple of days.
"The Super X will stand alone and reek of quality. It will be enhanced
by such details as chrome, flashy paint jobs, handgrips engraved with the Excelsior-Henderson logo, and buyers will be able to personalize their bikes with engraved [next page]