Purchase Neighbors Open Marketing Company

In an environment where the vast majority of new businesses fail within the first five years, two Purchase residents are opening a business of their own that they say can offer solutions to local entrepreneurs and store owners.

Brian Mittman, a White Plains attorney, and Jane Fogelson, a former marketing executive, recently opened Daisy Dog Marketing - A Company's Best Friend, with the hopes of providing marketing techniques to area businesses. The company, named after Fogelson's family pet, spawned from two years of marketing projects for Mittman's law firm, Markhoff & Mittman.

The pair hope to offer simple marketing techniques and strategies that could make the difference between success and failure for new or already established businesses. They say that the key to their internal success at Markhoff & Mittman has been analyzing data and tracking the "back end" of advertising projects often neglected by overworked entrepreneurs.

"The last two years have been our best two years in ages at the firm, in the worst economy," said Mittman. "I can directly attribute that to the efforts that Jane has put forward and I have put forward toward that marketing."

That work paired with their self-described passion to help others led to the idea to expand to other companies in the area, starting with direct marketing, through follow-up campaigns and customer development. They say that a well-designed campaign as opposed to a randomly placed advertisement can make the difference of thousands of dollars a week.

"A thousand bucks doesn't necessarily sound like a lot living where we live," Mittman said. "But that can be pure profit for whoever it is."

Still in the early stages, Fogelson calls Daisy Dog a passion of hers, and says she hopes to use her experience to teach business owners how to properly market their skills, adding that although someone might be talented at a specific trade it's difficult for many entrepreneurs to get their ideas off the ground.

While most businesses have been forced to cut down on marketing campaigns because of decreased revenue, Millman and Fogelson say that it is possible to cut expenses and expand with a succinct marketing plan. They hope to work with companies in the area, even teaching them how to do some of the work on their own at some point down the line.

"You don't have to feel like your signing on for the rest of your life, because we are part of the community," Fogelson said.

At the heart of the new company is the belief that marketing can be a passion, and should be an outreach to the community. Although Fogelson left the marketing business years ago, she says she was drawn back in by the idea that her job can be helpful and fun.

Both hope that passion can lead to fiscal results for businesses in the area.

"You don't need 500 hours a week," Fogelson said. "It's a game, you set goals, you try different strategies and you win."