Commentary: MarketWorks: A firm founded on friendship

John D. Rockefeller once said, A friendship founded on business is better than a business founded on friendship.

With Melissa Wilcox and Randi Buergenthal it's really hard to say which came first. They met in January 1998 and an instant bond developed. Soon after, they decided to combine forces and develop a new venture called MarketWorks.

At the time, each was adjusting her work schedule to balance work and home. Both were exploring how they could fulfill their personal goals of spending quality time with their children while balancing the demands of successful careers.

As their friendship developed, they quickly realized that their views on their careers and home life were extraordinarily similar. They both wanted to have it all - a high quality of life with their families, and the luxury of controlling their work schedules and pursuing a strong career path.

Since Wilcox had recently managed a marketing division of a large local corporation, and Buergenthal had served as vice president and director of Account Services for a marketing communications firm, they believed that they could offer the marketplace unique and valuable skills.

Three months after the pair met, they decided to form MarketWorks, a marketing and training consulting firm.

Once we decided to form MarketWorks, we made a list of our contacts and called one of them in Alexandria to set up an appointment, Buergenthal said.

We made our presentation, and immediately got an order for $125,000, Wilcox said of the interview. We drove back to Baltimore with not only a new client, but a new company. We looked at each other and said, 'Now it's time to get to work.'

With long-term growth in mind, the team called the new venture Works International, dba MarketWorks (www.mktwks.com) with the view that the long-reaching corporate name would provide goals for growth and future opportunity.

Wilcox and Buergenthal got the job done, expanded their client base, and plowed all the profits right back into MarketWorks. They developed a business plan and began networking with business associates and new contacts.

During the past six years, they have always funded their business from profits and have never borrowed a dime or put any of their personal savings into the venture.

Business has grown steadily and today, MarketWorks is a multi- disciplined marketing, training and strategic planning consulting firm, specializing in developing customized solutions to provide companies with a competitive advantage in today's marketplace.

This seemingly heterogeneous combination of skills has in fact created a successful and thriving business. They have attracted clients as big as Marsh Inc., the world's largest risk-management- consulting firm; the University of Maryland Medical System; and other companies of various sizes throughout the mid-Atlantic region. They have done all this and still have time for their families.

We never had to make a cold call, Buergenthal said. Every piece of business we've gotten has come from word-of-mouth and referrals.

Tim Askew, former owner and president of USALCO in White Marsh, said that MarketWorks was instrumental to his company during a very dynamic period.

I wanted a company that would treat me like their only customer, he explained, adding that was exactly how he was treated. At the time, we were growing very rapidly and needed a great deal of real- time input.

Askew is pleased with the results.

MarketWorks taught me the value of hiring experts to guide you in managing the external perception of your company, he explains.

In addition to their consulting business, Wilcox and Buergenthal provide training programs for their clients, ranging from Ropes Team Building to leadership training, interviewing skills to training in sexual harassment policies.

Susan Fine was human resources director at the PDP Group in Hunt Valley and needed a training program.

After interviewing several prospective training firms, we selected MarketWorks due to their vast selection of courses and their ability to customize the training to the needs of PDP, she said.

Melissa Wilcox is an outstanding trainer. She made the lessons interactive and fun. She didn't just stand in the front of the class and preach. If people had questions even days after the training, she would take the time to help them.

However, what makes MarketWorks interesting is the dynamic of the relationship of the two principals.

We make a great team because we complement each other's strengths and skills, Wilcox said of their relationship. For example, Randi emerged from the agency side of advertising, while my background was in the client side of marketing.

This enables us to deliver a unique understanding of both sides of the marketing/advertising equation, delivering concepts and solutions that are empathic, strategic and successful, says Buergenthal.

Wanting to give back to their profession, Wilcox and Buergenthal have both been very active in their professional associations. Both have served as presidents of the Baltimore Chapter of the American Marketing Association: Wilcox from 1999 to 2000, and Buergenthal from 2001 to 2002.

It's that commitment and friendship that has built a strong business.

When the dot com crash and Sept. 11, 2001 happened, their business volume declined, but it didn't deter Wilcox and Buergenthal.

They thought about what to do next and recently expanded Works International to include ArtWorks, a gift boutique and art studio located in downtown Westminster. Wilcox and Buergenthal hold art classes, workshops and birthday parties every day for everyone, from preschoolers to adults.

You'll notice that people have to walk through the retail area of ArtWorks to get to the art studio, Buergenthal says. Once again, we are combining two seemingly different concepts together for success. So far, we have been very pleased with our results.

So now, Wilcox and Buergenthal have two successful businesses and they're having a lot of fun.

We work hard, says Wilcox, we have a standing conference call each morning at 6 a.m., and our employees are always ready to work - whenever, whatever, to get the job done. But we also take time to focus on our family time, because that's what's most important.

A business founded on friendship? A friendship founded on business? Whichever the order, Wilcox and Buergenthal don't care; they're making it work.

Neil R. G. Young, CLU, ChFC, is president of Young & Company, a financial planning firm in Lutherville. If you have any comments or questions, you can send him an e-mail at neil@yco.com or call at 410- 494-7766. The Web site is http://www.yco.com.

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