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Case Study No. CS010310

Advisor: Doron York

The Engagement: The fastest-growing Hispanic owned company in Detroit, Michigan.


At the beginning of 1998, the company was on the verge of a financial breakdown. The company’s outstanding debt was increasing monthly. The company was widely diverse in products and services and profit margins were not sufficient to cover the operating expenses.


By the end of 1998, the company will accumulate unsecured debt that puts the company in a deep financial breakdown. The quarterly profit margin was decreasing. By November the company will not be able to carry the monthly overhead. The Breakthrough Target


After 12-months of coaching the company produces the following breakthroughs:

  1. Doubled the internal staff

  2. Defined and launched innovative product line—VisionPro™
    Revenue grows 130%

  3. Profit Margin increases from 18% to more than 35%

  4. By mid-1999 the company overall revenue increases 335%

  5. The company launched four additional products from VisionPro™ brand

  6. Profit margins grow between 35%-45%


2001 Fortune Magazine most innovative minority-owned companies in the United States

  1. 2000 National Minority Supplier of the Year out of 15,000 companies nationwide from the National Minority Supplier Development Council

  2. 2000 Michigan Minority Supplier of the Year from the Michigan Minority Supplier Development Council

  3. 2000 Small Business Association of Michigan Innovation of the Year highlighting the VisionPRO™ product line

  4. Crain’s Detroit Business 40 under 40 highlighting President & CEO, David Segura In 2001 VisionIT moved to a 5000 square foot facility in Downtown Detroit.


Doron York coached our team through our first product launch, VisionPRO™. Through Doron York’s guidance in marketing, branding, and packaging our services, we doubled our client base in just three months and doubled our internal staff to handle the additional business. This has boosted team morale with everyone moving toward the same goal — to be the best in our industry. Doron coached our team to [produce] a major breakthrough, putting us way ahead of our competitors and giving us a huge advantage.” – David Segura / President & CEO Vision IT

According to the company’s management team, there was an access of 8X times return on our investment in the coaching.