Michelle Beck - Palomar College

YELENA EDELSTEIN
155 Northfield, IL 60093
847.875.7441 | yedelstein2013@kellogg.northwestern.edu
SUMMARY
Strategy and management consultant with over 20 years of experience in delivering customized and innovative
business and technology solutions to Fortune 500, mid-size, and start-up companies across a broad range of
sectors in the financial, healthcare, service, and food industries. Strong track record of applying outside-in
perspective while operating in the client’s reality to achieve near-term results and roadmap for long-term
strategic initiatives. Key client value delivered through combined expertise in customer-centric strategic
planning, business and technology solution design, and actionable roadmapping.
CORE PRINCIPLES
Customers are the source of profitable growth. The main purpose of a business is to create customers. There is a
direct link from employee satisfaction to customer loyalty, and, consequently, to profits. Operational
effectiveness is a necessity but not a substitute for strategy. Competitive strategy is about sustainable
differentiation and clear trade-offs. Technology is an accelerator, not a driver of profitable growth. The
Business Architecture discipline is a powerful tool for strategy operationalization and a must have link between
business and technology. Every good company has profitable growth opportunities that can be realized by
systematically applying practical methodologies and frameworks that connect company goals with an optimal
value proposition for its customers.
EXPERIENCE
GALEA CONSULTING GROUP, IL 2011 – Present
Cofounder and Principal
Galea specializes in developing customer-centric growth strategies for individual brands, enterprises, and
venture capital acquisitions. We bring a holistic skill set to our engagements: research, brand strategy, business
capability planning, and solution design to create clear, tangible, and feasible growth opportunities.
GALEA is equipped with robust and customizable methodologies and frameworks:
� Proprietary methods of translating customer research and insights into deep & holistic customer knowledge
� EXTREME Segmentation and Targeting frameworks utilizing proprietary customer-company matching
techniques and the Pareto principle (aka the 80-20 rule)
� Customer Value Proposition design methodology specifically aimed at attracting new customers, improving
and sustaining customer loyalty, and cutting costs outside of what is important to the target customer
� Processes, frameworks, and modeling techniques for creating customer value and profit opportunities in the
entire “stack” of the business model: brand, customer relationships, products & services, business
capabilities, distribution channels, and organization & culture
� Business capability maturity modeling and clustering framework
� Methods to measure and maximize customer equity - the asset value of customer relationships and customer
profit opportunities.
Our service offering is uniquely built to focus our client’s resources on what is important to the target customers
and on key drivers of profitable growth:
CUSTOMER
� Identification of “Preferred” customers and
customer markets with undeveloped opportunities
� Customer Segmentation & Targeting
� Superior Customer Value Proposition design
BRAND
� Brand Strategy and Brand Positioning
� Brand Equity Extension and Expansion
BUSINESS
� Business Capability design and Maturity modeling
� Cross-sell and Up-sell strategy and solutions
� Culture and Organization strategy alignment
� Distribution Channel strategy and solutions
AUDITS
� Customer Equity audit
� Brand Equity audit
� Competitive Advantage audit