How Mrs. Beasley’s Made a Hollywood-style Turnaround

* emphasize its emerging popular line of cupcakes.

Harris turned to four key industry veterans for help: public relations veteran David Beckwith, catalog consultant Coy Clement and the catalog creative consulting team of Sarah Fletcher and Jeff Ryan. In examining Mrs. Beasley’s financials, Clement said during the same presentation, “I tried to understand what was selling, trying to see the longtime value of customers, looking for those high-leveraging places. The first thing was to figure out what was driving the business, how to set priorities,” he said. “And for me, that was developing more product. You have to stand for something and Mrs. Beasley’s stands for baked goods and a premium feeling.”