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Xamun Marketing Plan
 

Xamun Marketing Plan

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Xamun is a SaaS based comprehensive software suite for Consulting companies and freelancers. This Marketing Plan aims to acquire 50,000 subsribers on www.xamun.com within a period of 1 year and with a ...

Xamun is a SaaS based comprehensive software suite for Consulting companies and freelancers. This Marketing Plan aims to acquire 50,000 subsribers on www.xamun.com within a period of 1 year and with a budget of $100,000

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    Xamun Marketing Plan Xamun Marketing Plan Presentation Transcript

    • PROJECT FALCON A Marketing Plan for www.xamun.com Madhuranath R MBA 2012 | Cohort-7 Asian Institute of Management
    • OVERVIEW Problem Statement1 2 3 Identifying the Go-To-Market need Plan Action Plan • About XAMUN • Positioning: Feature • Objectives • Product v/s Price • Budget Allocation • Customer Profile • Pricing • Key Recommendations • Competitor v/s • SEM Cost/Benefit • Marketing Plan Timeline Feature Map Analysis • Client Acquisition • Conclusion • Value Proposition • Freelancers Acquisition CONCLUSION
    • Problem StatementCreate a marketing plan for Blast Asia toacquire 50,000 subscribers on www.xamun.comby April-2013 within a budget of $100,000.Suggest an ideal mix of corporate & freelancersubscribers and a strategy for client retention.
    • IDENTIFYING THE NEEDCustomer  Product  Competitor
    • About XAMUNXAMUN is a global consulting platform on cloud. Itprovides a comprehensive suite of solutions formanaging a consulting business totally online forcompanies & freelancers. It provides a marketplacewhere experts and customers can meet for business.Keywords: Consulting, Cloud, Comprehensive , Market
    • Product BENEFITS Features Functional Emotional• PM • Integrated • Community• CRM platform • Reliability of• HRM • Low cost Microsoft• Market • Scalable Azure Cloud• Freelance (Cloud-based) • ISO Certified • Dynamic Assurance of• Networking service quality Resource Management
    • Customer ProfileIndustry Geography Customer• IT • USA/Canada • SME• Legal • Asia (Corporates)• Training • India• Marketing • Philippines • Freelancers• Accounting • Europe (Individuals)• Engineering • UK/FSI • Benelux
    • Competition v/s Feature Map 4 HRM NETWORK 2 XAMUN PM 0 0 CRM 1 2Competition exists only in one or two feature spaces & are thus partial solutions
    • Conclusion • SME companies & freelancers /experts offerCustomer consulting services across different industries • Whole solutions for managing their consulting Needs business and related resources/talent • Only comprehensive product which alsoProduct provides marketplace & networking features
    • GO-TO-MARKET PLANPricing  Product  Promotion  Placement
    • Positioning: Feature v/s PriceXAMUN is a low-cost, high-features solution unlike competition
    • PricingXAMUN is very competitively priced compared with competition
    • SEM Cost/Benefit Analysis Metric 2005 2006 2007 2008 2009 2010 2011 Cost per click (CPC) $0.38 $0.32 $0.62 $0.71 $1.03 $1.24 $1.37 Click through rate (CTR) 1.50% 0.70% 0.30% 0.30% 0.30% 0.70% 0.63% Average Ad Position 4 4 3.9 4 3.6 3.7 3.9 Cost per 1000 impressions (CPM) $5.56 $2.38 $1.95 $2.16 $3.34 $8.55 $8.67 Conversion rate 3.80% 4.00% 7.00% 7.50% 6.00% 6.80% 7.60% Cost per conversion $10.18 $7.63 $6.41 $7.02 $12.60 $13.14 $13.68 Invalid click rate n/a 3.50% 6.50% 4.90% 5.50% 6.70% 7.90%Subscribers Cost Pages Cost Hours Cost SEM Cost/Benefit Analysis 500 $6,840 8 $ 675 5 $ 350 SEO Optimization Cost $ 3,825 9 $ 725 10 $ 700 Cost / 1000 clicks x clicks x Days = Cost 1,000 $13,680 10 $ 775 15 $ 1,050 $5.00 1500 365 $ 2,738 1,500 $20,520 11 $ 825 20 $ 1,400 Cost / click conversion 2,000 $27,360 12 $ 875 25 $ 1,750 $13.68 243 $ 3,326 2,500 $34,200 13 $ 925 30 $ 2,100 Total SEM + SEO Cost $ 9,889 3,000 $41,040 14 $ 975 35 $ 2,450 CTR CVR ICR 15 $ 1,025 40 $ 2,800 3,833 261 243 3,500 $47,880 16 $ 1,075 45 $ 3,150 Total Impressions 547,500 4,000 $54,720 17 $ 1,125 50 $ 3,500 Total Sales 243 4,500 $61,560 18 $ 1,175 55 $ 3,850 Revenue/Sale $60 5,000 $68,400 19 $ 1,225 60 $ 4,200 Total Revenue from SEM $14,589XAMUN can utilize SEM techniques tactfully to reduce spends. Total Cost $ 3,825 Source: http://www.web-sem.com/seo-rates.htmlPart of revenues from SEM can be fed back to SEM marketingto reach the target customer base within the given budget.
    • Value PropositionXAMUN provides low cost, cloud-based, comprehensivesoftware for consulting companies and freelancers.It also creates a networked community of consultingcompanies and professionals that can benefit each other.
    • Action PlanObjectives  Actions  Metrics
    • OBJECTIVESAcquisition Goals Constraints 50,000 subscribers overall Marketing Budget = $100,000 10% subscribers are corporate Time to Market = 1 year 90% subscribers freelancers Only Corporate customers pay
    • Budget Allocation XAMUN has very low budget for marketing and hence needs innovative promotion & placement strategies. New Channel: Hackathons Promotional Activity Budget Allocation Per Dollar PhilSME Expo & other World Fairs $ 20,000 20% Cnet, SiliconIndia, Inc.com $ 10,000 10% Ads in Google, Facebook, LinkedIn $ 10,000 10% Ads in Tech Mags $ 5,000 5% Hackathons $ 25,000 25% Office in USA $ 5,000 5% Sales Team in India $ 25,000 25% Marketing Budget $ 100,000 100%
    • Key RecommendationsPromotion Pricing Placement• Sponsor • Low Price • Geographies Hackathons • Partial licenses • India• Trade Fairs • Bulk discounts • Philippines• SEM • Referral • USA• Advertise in discounts • Membership of • E-zines/Tech • PSIA Mags • NASSCOM • Social Media
    • Implementation Timeline Business Expo & IT Fairs Advertising on job portals, social/business networking sites and Business Magazines Client testimonials and creating training content Hackathons in India & Philippines Free trial for new SMB users Apr Aug – Oct Nov Dec Jan – Mar
    • Metrics: Client Acquisition Cost of Acquisition v/s Target Achieved Cost for adding 1 user 1 user = $ 25 For every 250 subsribers added Cost = $ 9,889 Revenues earned from 250 users Cash = $14,589 Cash earned for adding new users Number= 585 New cost of adding 1 user $ 6,064 Reduction in cost of acquisition 39% Increase in customer base 48% Using compounded growth rate of 48% # of subscribers in < 4 iterations 5,802XAMUN will be able to achieve the target of 5,000 payingsubscribers using the SEM techniques and feeding back of cashearned from the customers acquired into SEM expenses again.
    • Metrics: Freelancers Acquisition Freelancers Acquisition via Hackathons Cost of Acquisition v/s Target Achieved# of top engineering colleges in India 250 Cost of sponsoring 1 hackathon $ 1,000# of zones across these colleges 5Average # of students/college 500 Prize money offered for 1 hackathon $ 1,000Average # of programmers/college 100 # of hackathons planned for India 5Average # of participants/college 40% 40 Total Cost of sponsoring hackathons $ 10,000Total # of participants across India 10,000 Cost of acquiring 1 freelancer via hackathons $ 1.00Total # of impressions 125,000 Revenue earned from 1 freelancer on XAMUN $ 12.00Total # of potential freelancers 25,000Total # of actual programmers/freelancers 10,000 Marketing Efficiency of hackathons strategy 1100% Total # of freelancers acquired through this channel = 10,000 However, positive network effect will kick in around these numbers and the overall # of freelancers acquired can increase by 500% in 6 months of contests A cost/benefit analysis of the Hackathons strategy shows that the efficiency in this method is best suited for XAMUN marketing The cost of acquiring “skilled” freelancers is difficult in this method as college graduates will need little mentoring initially
    • ConclusionSummary  Limitations
    • Conclusion XAMUN is a great product with clear value proposition It is built on proven, reliable & credible technologies Since only Corporate customers pay for the licensing of XAMUN it has potential to attract more freelancers Creating an interactive community of consulting companies & professionals is the end goal of XAMUN and this marketing plan is aligned with that strategy However the budget allocated for the purpose is limited and the results may be slightly less than targets
    • THANK YOU