Susanne L. Houfek

Development and Planning
Emerging Companies Worldwide


Solar & Alternative Energy

Medical Device, Pharma, Bioinformatics

Engineering, Chemical, Hardware

Software, Internet


Financial, Securities, Legal Services, Real Estate

Entertainment, Media, Publishing

Consumer Goods & Services, Food, Beverage




  • Develop, write business plans and presentations for companies and founders seeking
    • equity
    • debt / bank loan
    • to be acquired
    • strategic alliance / corporate partner
    • customer relationship
    • asset reorganization / bankruptcy
    • investor visas
  • Management consulting / counseling for founders and senior executives on priorities, organization, operations
  • Market and financial forecasting
  • Product roll-out planning; market analyses; annual product marketing planning; ACT database / sales management implementation;  product positioning strategy;  advertising strategy

Clients and Industries Served


Solar and Alternative Energy

  • Apollo Solar Services, Inc., Los Gatos, Ca. Prepared revenue and cost forecasting model for company launching services for solar trough power plant construction. Prepared market analyses, identified prospects. Designed website, communications
  • Energeo, Inc., San Francisco, Ca. Prepared market analyses for start-up company building small (200Kw) transportable biomass-fueled power plants for undeveloped countries. Located potential equity sources.
  • Enova Systems, Inc. Torrance, Ca. For this publicly-traded company with components for electric and hybrid vehicles, developed S-1business plan for raising additional financing.
  • Solar Electric Engineering, Rhonert Park, Ca. Conducted market research to define product strategy for $1MM solar-powered consumer products company. Wrote test market advertising plan


Medical, Device, Biotech, Bioinformatics

  • AutoSafe Medical, Inc., Atlanta, Ga. Business plan for safety syringe/needle company raising $10 million.
  • Biofield Corp., Atlanta, Ga. Consulted in strategic planning process for company with breast cancer detection technology. Consulted on corporate identity, logo and product positioning.
  • E-Script LLC, Walnut Creek, Ca. Business plan for online prescription service for pharmacists, physicians, seeking strategic partner.
  • LifeSpex, Inc., Kirkland, Wa.Two business plans for medical device company with new technology to detect cervical cancer seeking first and second rounds venture capital, $5MM and $10MM.
  •, San Francisco, Ca. Business plan for natural/homeopathic pharma products online company seeking 2nd round financing.
  • Medical Technology Consultants, Atlanta, Ga. Advised on project for MTC's bioinformatics client, with human genome Internet-based data mining capability.
  • Medical Technology Consultants, Atlanta, Ga. Advised on project for MTC's drug discovery "lab-on-chip" client. Recommended potential markets, customers, financing sources.
  • Medical Technology Consultants, Atlanta, Ga. Consulted on market opportunities for anthrax/bio-terror detection device client.
  • NexGenics, Inc., Atlanta, Ga. Business plan for company with proprietary DNA-based process that destroys brain tumor cells seeking $10MM funding.
  • Seeinglong Pharmaceuticals, Shanghai, China Consulted on strategies and tactics for developing business plan and raising financing for company with patented, novel, effective, biologics-based treatment for cancer patients' intractable pain.


Engineering, Hardware, Chemical

  • Axis, Scotts Valley, Ca. Business plan for bar coding equipment reseller seeking capital.
  • California Microelectronic Systems, Inc., Scotts Valley, Ca. Business plan for $2MM PC distributor to Russia seeking $2MM.
  • Chemical Safety Corporation, Emeryville, Ca. Business plan for provider of hazardous materials regulatory reporting software seeking $5 million for Internet launch.
  • Clean Environment Equipment, Oakland, Ca. Consulted on sales force compensation plan.
  • Digital Welding Systems, Inc., Sunnyvale, Ca. Manufacturers' rep/distributor /VAR supplying specialized equipment and tools to semiconductor, pharmaceutical, aerospace, energy, and food processing industries. Manage operations and finance and accounting. Developed business expansion plan. Developed, designed and programmed corporate website using Dreamweaver. Developed employee handbook, operations procedures and policies manual, employee/customer/OEM confidentiality agreements, employee job descriptions and performance appraisal processes. Created and managed database of prospective customers, to be used for implementing marketing programs. Developed marketing strategies and materials. Advised on relationships and contracts with U.S. and overseas suppliers. Consulted on sales forecasts. Managed two employees.
  • InfoNet Solutions, Fremont, Ca. Conducted name generation process for distributor of media storage devices, resulting in company's selection of recommended new name.
  • Peridott, Inc., Santa Clara, Ca. Business plan for water-treatment device company seeking capital.
  • Smart Touch, LLC, Berkeley, Ca. Developed research plan, hired and managed team of researchers to identify markets for biometric verification device.


Software, Internet

  • The CAD Group, Inc., Santa Cruz, Ca. Business plan for gate array simulation software firm raising $2MM
  • Club Travel, Inc., San Ramon, Ca. Business plan for B2B Internet travel site seeking first round financing.
  • CoachList, San Ramon, Ca. Review PPM business strategy sections for online sports marketplace site.
  • Double Eagle Systems, Inc., Sunnyvale, Ca. Business plan for $1MM golf course management software firm seeking second stage financing.
  • Heuristicrats Research Inc., Berkeley, Ca. Created marketing brochure for artificial intelligence/parallel processing consulting firm. Brochure successful in generating client base for this firm.
  • iBuilding Technologies, TA Engineering, Moraga, Ca. Business plan for building automation / control software firm seeking $5 million for Internet launch.
  • Inteletext, Inc., Santa Clara, Ca. Business plan for interactive TV company seeking 2nd round capital.
  • Interstate America (eXitSource), Atlanta, Ga. Business plan for firm with online database of freeway retailers moving to wireless website, seeking $15 MM.
  • LoadLink Inc. Addison, Il.. Business plan for transportation/logistics software firm seeking $6MM in late-stage financing.
  • Lockheed Datacom, Los Angeles, Ca. Wrote article on L.A.'s computerized parking ticket system, published in magazine for city managers.
  • Production Technology, Inc., Fresno, Ca. Business plan for brokerage software company seeking capital.
  • SGH Multimedia, Inc., Tel-Aviv, Israel . Developed objectives, strategies, marketing plan, web site structure, copy for online entertainment service.
  • Shira Computers Ltd., Kfar Saba, Israel. Business plan for $4MM digital pre-press software company seeking funds for worldwide expansion.
  • Spark Online, San Francisco, Ca.. Business plan for internet media planning/buying ASP seeking second, third rounds.
  • Synergic Game Hive, Tel-Aviv, Israel. Business plan for online game company seeking expansion capital.
  • Sun Bear Systems, Inc., Oakland, Ca.. Supervised Marketing Manager for law office software company. Recommended firing manager and then, selling company, due to poor performance of both.
  • Transamerica Corp., San Francisco, Ca.. Consulted on new product roll-out planning and marketing in CD-ROM/online information services industry. Prepared beta test research program; designed consumer research program; developed new product roll-out and marketing plan.
  • Tecor, Inc., Santa Cruz, Ca. Business plan for medical office software company seeking $1MM.
  • Vikarta, San Ramon, Ca. Edited Executive Summary of business plan.
  • Xy-Blue Inc., Toronto, Canada. Business plan for film virtual set design firm for investor visa purposes.
  • WebAccomodate, San Francisco, Ca. Business plan for property management back office ASP seeking second round financing.



  • American Communications & Engineering, Inc., Simi Valley, Ca. Business plan for $3MM audiotext firm seeking alliance with Sprint, MCI
  • NetFormX, Ltd., Saratoga, Ca., Tel-Aviv, Israel. Business plan for network design and documentation software company seeking $5 million in late stage financing.
  • Proxy Message Centers, Brisbane, Ca. Developed business-to-business marketing strategies for $10MM answering service firm. Created, wrote direct mail marketing campaigns. Wrote TV ad copy.
  • VoiceBank, Inc., Brisbane, Ca. and Dallas, Tx. Business plan for $1MM voice mail service bureau raising $2MM. Later, acting Director of Marketing for $2MM voice mail service bureau. Developed business-to-business marketing strategies. Trained sales reps and distributors. Negotiated agreements with vendors. Developed marketing communications and user materials, wrote ad copy, developed company names and logos. Conducted market research. Wrote article published in telecommunications magazine.
  • Voice Technology, Inc., Dallas, Tx. Prepared market presentation given to Lockheed by $2 MM voicemail equipment distributor. Later, prepared business plan to raise capital.
  • Zacson Corporation, Pleasanton, Ca. Consulted on marketing plan for telemarketing service supplier.


Financial, Securities, Legal, Professional Services, Real Estate

  • Emmett A. Larkin Co., San Francisco, Ca. Business plan for largest regional brokerage firm seeking strategic partners and capital; later planning expansion into Internet services. Developed proposals, marketing materials, brochures, speeches, slide presentations -- all for new services to new market segments.
  • HBR Properties, Inc., San Francisco, Ca. Business plan for $8MM hotel partnership seeking $30MM debt restructuring.
  • Interactive Multimedia Assoc., Washington DC. For this trade organization, consulted in research and development of concept and plan for new trade show. Trade show became E3, the dominant trade show for video game industry.
  • Methven & Associates, Berkeley, Ca. Advise law firm on financial, operations and marketing issues. Hire contract attorneys and administrative staff..
  • Ocean Ridge Golf and Beach Club, Banner Elk, N.C. Business plan for limited partnership seeking to raise $18 million.
  • Sunnyside Nurseries, Inc., Salinas, Ca. Business plan for largest commercial nursery in California undergoing Chapter 11 reorganization and seeking financing or buyer of assets.
  • Synergy Capital Group, LLC, Tucson, Az. Business plan for finance company seeking 2nd round financing for asset-securitized investment products, hedge funds.
  • Welty Capital, Inc., Lafayette, Ca. Business plan for financial planning/brokerage firm raising equity.
  • Claire Harrison Assoc., San Francisco, Ca.Business plan for public relations firm seeking to be purchased.


Entertainment, Media, Publishing

  • Asiatheque, Langues et Mondes, Paris, France. Consult for French publisher of books on culture, art, literature and languages of Central Asia, Middle East, Central Europe, Far East and Southern Asia.
  • Direct Language, Inc., San Francisco, Ca.. Business plan for $6MM publisher of Hispanic/Asian Yellow Pages seeking alliance with PacBell, GTE.
  • Electronic Entertainment Expo, San Mateo, Ca. Designed and conducted initial research to develop concept of and positioning for this show. Prepared 3-year strategic plan for leading trade show in interactive electronic entertainment industry.
  • Garden Magazine, Palo Alto, Ca. Business plan for publication seeking capital.
  • GamePro Magazine, San Mateo, Ca.. $40 MM division of IDG ($1.1Bil international publisher of MacWorld, PCWorld, etc.) with magazines targeted to video game players. For start-up GamePro Magazine, conducted search for equity capital. Consulted on sale of GamePro to IDG. Assembled network of sales reps, who generated $2MM in revenues first year. Created promotion and advertising strategies, wrote copy, developed marketing materials for magazine and television show. Supervised GamePro's Marketing Manager for 6 months. Supervised development of annual marketing plan. Designed, implemented, analyzed market research studies. Conducted national search for Circulation Director, Art Director, Publisher positions. Analyzed competition and developed pricing strategy for advertising sales for GamePro cable TV show. Acted as Broadcast Manager for TV show. Conceptualized and developed proposals for trade shows. Researched European video game markets. Met with potential licensees
  • InfotainmentWorld, IDG, San Mateo, Ca. Annually, developed and wrote annual 100 page White Paper on Home Electronic Game Industry for distribution to industry senior management worldwide.
  • The Learning Annex, San Francisco, Ca. Business plan for leading national adult continuing education firm seeking corporate partner.
  • Momentum Magazine, IDG, Redwood City, Ca. Business plan for publication seeking $1MM from parent company. . Performed all market and consumer research, including focus groups, to assess demand for new publication. Prepared presentation for IDG Board for internal funding.
  • SuperPlay, Inc., Redwood City, Ca. Business plan for magazine for video gamers seeking to be acquired.
  • Westar Media, Inc., Redwood City, Ca. Business plan for $11MM publisher of five regional magazines looking to be acquired
  • Westar Media, Inc., Practical Homeowner, Redwood City, Ca.. Business plan for publisher seeking financing for acquisition of magazine.
  • The West/In America, Redwood City, Ca. Performed competitive market analysis for TV show.


Consumer Goods, Services, Food, Beverage

  •, Berkeley, Ca. Business plan for book search engine seeking funding.
  •, Union City, Ca. Performed preliminary market study to assess competitive landscape.
  • Design Your Environment, Sausalito, Ca.Prepared business plan for retail-based home improvement design kit, seeking partnerships with major home improvement retail chains.
  • EcoHaul, Petaluma, Ca. Consulted with founder on strategies, tactics, organizational
  • GP LLC, Orinda, Ca. Advised founder of retail internet site on internal organizational and operations issues.
  • Holly Penfield Productions, London, UK. Prepared business proposal for international jazz singer. Handle publicity in San Francisco.
  • Home Preservation Services, Menlo Park, Ca. Business plan for home maintenance service firm seeking capital.
  • Kaddies, Inc., Walnut Creek, Ca. Business plan for manufacturer of tool-carrying device seeking financing from supplier.
  • Lambert Bridge, Inc., Healdsburg, Ca.Business plan for winery seeking $3MM convertible debt.
  •, Menlo Park, Ca. For event planning and invitations site seeking $15 million third round: prepared business plan and three Powerpoint investor/roadshow presentations.
  • Mollie Katzen, Kensington, Ca. Advised in development and marketing of new products and line extensions for best-selling cookbook author / television cooking show host. Consulted in positioning for and roll-out of her branded packaged foods. Advise on licensing and overall business strategy.
  • North Beach Iced Coffee, San Francisco, Ca. Business plan for beverage company seeking financing.
  • Stanford Women's Club of the East Bay, Ca. As President and ongoing Board Member of 400 member club with $1 million endowment, increased membership by 33% by successfully targeting working women under 40. Developed public relations program, online e-mailing systems, and Club website. Expanded Special Interest Groups. Enhanced operations and procedures.
  • Vision Gallery, Jerusalem and San Francisco, Ca. Prepared business/marketing plan for high-end photography gallery: identified ways to expand current customer base and to reach new customer segments.
  • YearDisc Systems, Inc., Thousand Oaks, Ca. Business plan for CD yearbook company seeking second round.



  • Keene Enterprises, Inc. Potter Valley, Ca.Business plan for $1MM lumber company seeking to be acquired.
  • MSI, Inc., Boise, Id. Business plan for minority-owned office products supplier seeking equity. Prepared market research plan for minority-owned office products distributor. Conducted focus groups with government contractors including Lockheed and Northrop to refine positioning and selling strategy.
  • Precision Redwood Co., Cloverdale, Ca. Consulted on marketing plan for $4 MM redwood products company with OEM and retail markets.
  • Ritz Food Service, Santa Rosa, Ca. Developed $40MM distributor's annual strategic marketing / operating plans. Created company's quarterly planning / performance review process.


Due Diligence, Research/Analysis/Options for Business/Finance Litigation

  • For litigation on bank negligence and liability, investigated and analyzed banking and clearing regulations and practices and problems. Findings and reports were used for attorney preparation for discovery and production of documents. Recommended strategies for action.
  • For private family trust, analyzed complex financial investment contract and financial statements to advise on options and course of action.




Telephone management consulting here