Confidential 1
BusinessProjects.com
Market Segmentation and Entry Project
Carlos F. Camargo,
Senior Market Analyst
Collabo...
Confidential 2
Roadmap
IntroductionIntroduction
High Level FindingsHigh Level Findings
ConclusionsConclusions
Detailed Fin...
Confidential 3
Objectives
•Provide a General Market Entry Strategy
•Identify and Profile Key Market Segments
•Identify and...
Confidential 4
Methodology
Project KickoffProject Kickoff
Secondary ResearchSecondary Research
Interim Brainstorming with
...
Confidential 5
Contact Lists
Company Contact Title
Abernathy MacGregor Frank Ellie Gonda Attorney
Andersen Worldwide Chris...
Confidential 6
Deliverables
•Executive Presentation
•Concise Project Report
•Extensive Supplement for Key Market Segments ...
Confidential 7
Roadmap
IntroductionIntroduction
High Level FindingsHigh Level Findings
ConclusionsConclusions
Detailed Fin...
Confidential 8
• Rapid development & introduction of service
through use of partners
• For mainstream market development t...
Confidential 9
High Level Findings Summary
Positioning • Project Touchstone. Brings together everything one needs
for a pr...
Confidential 10
Entering the Enterprise: Bottom Up -- Top Down
Two Pronged Entry into Market:
Use iVPN as vehicle for a to...
Confidential 11
Why have Web based collaboration applications not realized their full Market potential?
Today’s collaborat...
Confidential 12
BusinessProjects’ Core Value Proposition -- Common to all Segments
•Allows companies to gain control of th...
Confidential 13
Competitive Landscape: Channel Strategies and Value Propositions
Company Channels Value Proposition
280 In...
Confidential 14
Barriers LowHigh
Low
High
Market
Attractiveness
A/E/C
ConsultingPublishing
Legal
IncreasedAttachments, Int...
Confidential 15
Top Market is Management and Computer Consulting:
•Highest Attractiveness and fewest barriers to entry.
•A...
Confidential 16
Segment Additional Segment-Specific Value Propositions
Accounting Executive Subscription
Advertising/PR Ta...
Confidential 17
Need -- Research Identified Problems with Current Collaboration Methods
• Posting of edits and documents b...
Confidential 18
Review is an the most Interactive Part of Collaboration
Concept Author Review Edit Publish Use
NumberofPeo...
Confidential 19
Messaging
Document
Management
ERP
CollaborationProcess
Simplicity
Complexity
Production
Workflow
Groupware...
Confidential 20
Document Management
Workflow
Groupware
Knowledge
Management
The Limitations of C/ S Groupware Provide a St...
Confidential 21
Profiles of Information Users
User Type Description
Likelihood of
Using
Collaborative
Networking
Solutions...
Confidential 22
Item Strategy
Product
• Componentization of relevant workflow tasks, such as Address Books/Directory,
Cale...
Confidential 23
Competitive Landscape: Marketing & Positioning Strategies
Product Target Markets Differentiation
Meeting C...
Confidential 24
Partnership Opportunities
BusinessProjects.com
Content Providers
Bloomberg
Dow Jones
Reuters
Motley Fool
W...
Confidential 25
Roadmap
IntroductionIntroduction
High Level FindingsHigh Level Findings
ConclusionsConclusions
Detailed Fi...
Confidential 26
Segment Summary -- Consulting
• Strong Need for Cross Company Collaboration.
• Cross-company collaboration...
Confidential 27
Segment Summary -- Consulting (Continued)
Category Findings Summary
Average Employees
8
Average Revenues
$...
Confidential 28
Segment Summary -- Legal A-
• Strong need for cross-company collaboration tools. Need is unfulfilled.
• Ne...
Confidential 29
Category Findings Summary
Average Employees
6
Average Revenues
$1.2 million
Degree Ad hoc
High
MS Office +...
Confidential 30
Segment Summary -- Investment Banking
• Highest Value placed in cross-company, cross-function collaboratio...
Confidential 31
Category Findings Summary
Average Employees 20 to 40 individuals during Public Offerings; requiring the
co...
Confidential 32
Segment Summary -- Accounting
• Auditing Functions are quite routinized and regulated by State and Federal...
Confidential 33
Segment Summary -- Accounting (Continued)
Category Findings Summary
Average Employees 30 Employees: 1 VP/P...
Confidential 34
Segment Summary -- PR/Advertising B
• Need for cross-company collaboration tools that go beyond e-mailing ...
Confidential 35
Category Findings Summary
Average Employees 20 Employees: 3 Partners, 4 Administrative Assistants, 2
Secre...
Confidential 36
Segment Summary -- Publishing
• While collaborative document creation and revision software is much sought...
Confidential 37
Segment Summary -- Publishing (Continued)
Category Findings Summary
Average Employees 20+: 3 Editors (Acqu...
Confidential 38
Competitor Profiles: 280 Inc.
Item Description
Company • 280 Inc.
Founded • August 1996
HQ Address
1550 Br...
Confidential 39
Competitor Profile Of 2Bridge
Item Description
Company • 2Bridge
Founded • January 1997
HQ Address
221 Mai...
Confidential 40
Item Description
Company • Changepoint
Founded
• 1992, History: Evolved from a project management consulta...
Confidential 41
Item Description
Company • Hot Office
Founded • 1995
HQ Address
5201 Congress Avenue, Suite 232
Boca Raton...
Confidential 42
Item Description
Company • Instinctive Technology
Founded • August 1996
HQ Address
725 Concord Avenue,
Cam...
Confidential 43
Item Description
Company • Lotus
Founded • 1982 by Mitch Kapor and Jonathan Sachs
HQ Address • Cambridge, ...
Confidential 44
Item Description
Company • Netopia
Founded • Netopia, Inc., was formerly Farallon Communications
HQ Addres...
Confidential 45
Competitor Profile of Pow Wow by Tribal
Item Description
Company Tribal Voice
Founded 1994
HQ Address One ...
Confidential 46
Competitor Profile of Pow Wow by Tribal
Product
Pow Wow 3.7 an integrated solution for creating and managi...
Confidential 47
Item Description
Company • Visto
Founded • August 12, 1996
HQ Address
Visto Corporation
1937 Landings Driv...
Confidential 48
iVPN is Vehicle into the Enterprise. Ride the coattails of iVPN
penetration into the eneterprise. Leadersh...
Confidential 49
iVPN Market Evolution: 1998 -- iVPN Means Remote Access
Winners for Remote Access iVPNs:
Ÿ Firewall first ...
Confidential 50
iVPN Market Evolution: 1999 -- Corporate Site-to-Site iVPN Takes Off
Leaders for Corporate Site-to-Site iV...
Confidential 51
iVPN Market Evolution: 2000 -- Extranet iVPN Finally Arrives
Determining the leaders for Extranet iVPNs:
Ÿ...
Confidential 52
Roadmap
IntroductionIntroduction
ConclusionsConclusions
High Level FindingsHigh Level Findings
Detailed Fi...
Confidential 53
• Rapid development of service through:
- technology partners
- development partners.
• Target departments...
Confidential 54
Most Important Immediate Actions
•Pursue alliances with development and technical partners.
•Approach key ...
Confidential 55
Next Steps
Market
Identification
High Level Market
Requirements Definition
In Depth Market
Requirements De...
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Transcript of "BusinessProjects.com Market Segmentation and Entry Project"

  1. 1. Confidential 1 BusinessProjects.com Market Segmentation and Entry Project Carlos F. Camargo, Senior Market Analyst Collaborative Marketing 399 Main Street Los Altos, CA 94022 650-949-4882 www.collaborativemarketing.com October 1998
  2. 2. Confidential 2 Roadmap IntroductionIntroduction High Level FindingsHigh Level Findings ConclusionsConclusions Detailed FindingsDetailed Findings
  3. 3. Confidential 3 Objectives •Provide a General Market Entry Strategy •Identify and Profile Key Market Segments •Identify and Profile Key Competitors •Clarify BusinessProjects.com’s Differentiation
  4. 4. Confidential 4 Methodology Project KickoffProject Kickoff Secondary ResearchSecondary Research Interim Brainstorming with BusinessProjects.com Management Interim Brainstorming with BusinessProjects.com Management In-Depth InterviewsIn-Depth Interviews Synthesis & AnalysisSynthesis & Analysis Recommendations and Conclusions Recommendations and Conclusions • Clarify Objectives • Review Methodology • Brainstorming • DefineDeliverables Phase I: Identifying Key Market Segments • Electronic Literature Search • Review Existing Studies • Trade Organizations Phase III & IV: Market Evaluation & Competitive Analysis •End Users in Key Segments. Phase II: Analyzing Market Segments • Qualitative&QuantitativeAnalysis • Fine Tune Market Selection Matrix • Discuss Strategy Build Fact Base •Develop Segment Profiles •Develop Competitor Profiles
  5. 5. Confidential 5 Contact Lists Company Contact Title Abernathy MacGregor Frank Ellie Gonda Attorney Andersen Worldwide Christine Traut Strategy Advisor to CIO Bain & Co. Jamey Sperans Senior Consultant Compu Synergistic J. Boger Software Specialist Deloitte & Touche Marlene Acevedos Senior Account Manager Deloitte & Touche Kimberly Swanson Audit Accountant Howard Alan PR C. Relick Account Executive KPMG Ken Rodrigues Manager McKinsey & Co. Blane Murphy Consultant Oracle Corp. Anne O'Leary Director of Public Relations TCG Software Joel Navitad Technical Director Turtle Island Press Eileen Omalley Acquisitions Editor US West Darren Nadel Attorney Wilson, Sonsini, Goodrich & Rosati Eric Finseth Attorney Competitor Contact Title 280 Inc. Nick Durrant Marketing Manager 2Bridge Julie Farris VP Marketing Changepoint Chuck Tatham VP Marketing Hot Office Steve Spiro Senior Director of Marketing Instinctive Dan Miley Director of Solutions Marketing Lotus Mark Elliott GM Sales & Marketing Netopia Barbara Tien Director of Product Marketing Tribal Voice Joe Esposito President & CEO Visto Steve Cox VP of Marketing Contact Lists for Segment Interviews and Competitor Interviews
  6. 6. Confidential 6 Deliverables •Executive Presentation •Concise Project Report •Extensive Supplement for Key Market Segments and Competitors
  7. 7. Confidential 7 Roadmap IntroductionIntroduction High Level FindingsHigh Level Findings ConclusionsConclusions Detailed FindingsDetailed Findings
  8. 8. Confidential 8 • Rapid development & introduction of service through use of partners • For mainstream market development target departments and individuals in the enterprise through VARs and trade organizations • Position BusinessProjects as the platform of the enterprise iVPN. High Level Findings BusinessProjects.com Differentiators Top Competitors Best Early Adopter Markets Key Recommendations Consulting, Finance & Legal All aspects of project are in one place. Seamless transitions without application barriers Picks up where e-mail attachments and intranets left off. Service not software. Enterprise: Involv & 2Bridge Technology Partners & Development Partners
  9. 9. Confidential 9 High Level Findings Summary Positioning • Project Touchstone. Brings together everything one needs for a project. • Service not software. • Less time on process – more time on decisions. • Goodbye heavyweight misfits– Goodbye setup and training. Price • A dollar per megabyte of disk storage. • Bundled with a iVPN to create a Virtual Private Solution. Product • A service that organizes all activity around projects -- docu- centric collaboration, taskflow, executive subscription, and targeted portal. • A service that scales from individual to internal to external projects. Distribution • VPN Solution Providers. • VARs/SIs providing industry-specific solutions. • Trade Organizations.
  10. 10. Confidential 10 Entering the Enterprise: Bottom Up -- Top Down Two Pronged Entry into Market: Use iVPN as vehicle for a top-down enterprise sell since: •iVPN evolution is in sync with BusinessProjects entry into the market. BusinessProjects can grow as iVPNs grow. •Position BusinessProjects as the platform of the enterprise iVPN. Sell to individuals and departments since: •End user mindshare and endorsement is crucial. •Departmental sales through VARs or via trade organization endorsement will accelerate acceptance.
  11. 11. Confidential 11 Why have Web based collaboration applications not realized their full Market potential? Today’s collaboration environments force users to cross application boundaries. BusinessProjects.com’s unique differentiator is that it organizes all project- related materials and activities in one place and smooths boundaries between applications. What’s in? What’s Out? Product/Function Polling& Voting Calendaring& Scheduling Customizable Interface Discussion Real-Time Conferencing E-mail&R/T Messaging Document Management Project-Centric Productivity- centric Dccument- Centric Meeting Room X X X 2Share 2.0 X X X X X X eRoom X X X X X X X Involv X X X Hot Office X X X X X X X Instant! TeamRoom X X X X X Pow Wow X X X X X x Virutal Office X X X X X X x Visto X X x
  12. 12. Confidential 12 BusinessProjects’ Core Value Proposition -- Common to all Segments •Allows companies to gain control of their intranets in way that other Web-based collaboration applications cannot. •Allows individuals to controls their projects. •Naturally extends the current method of external collaboration beyond e-mail attachments. •Fills the “groupware gap” as groupware applications move to knowledge management and document management. •Adds value to the research process with a targeted, project-specific portal. •Is a service not software. While IT works on the immediate concerns of Y2K and the integration of legacy and back end systems, internal and external collaboration can be outsourced. •Combines the Best of all Worlds, while competitors focus on being one of three things: 1) Project-centric, 2) Agent-centric or 3) Docu-centric •Decreases proliferation of large email attachments. •Helps to keep the review process “in synch.” •Provides protected customer access areas to share and review documents. •Posting to a Web site assures the latest version is reviewed. •Common tasks and calendar increases organization of collaboration. •Resource areas and targeted portals save time on doubled research and the distribution of research.
  13. 13. Confidential 13 Competitive Landscape: Channel Strategies and Value Propositions Company Channels Value Proposition 280 Inc. Internet Search Services, Internet Service Providers, ILECs, CLECs and content providers. • Service differentiation • Provide value-added capabilities to customers • Increase service revenues 2Bridge Internet Software Vendors, Original Equipment Manufacturers, Systems Integrators, Internet Service Providers andValue-Added Resellers • Integration of enterprise publishing, content management & knowledge sharing • Capture, create, publish, view & update business information in a collaborative environment • Easy-to-use GUI • Minimal training • Open & Robust Component Architecture • Management & control of the information supply chain • Real-time applications distribution Changepoin t IT Consultancies, Systems Integrators, Internet Service Providers, VARs and Internet Software Vendors • Mass Market Rental Internet Applications • Market Specific Rental Internet Applications • Community Based Rental Internet Applications • Custom Rental Internet Applications Hot Office ISPs, Interactive Media Companies, WWW,VARs and Consultants Cost-effective remote access to LANs, WANs and stand-alone PCs Instinctive Technology OEMs, Internet Service Providers, Solutions Developers Allow cross-organizational project teams to effectively keep everyone up to date, get new members up to speed quickly, meet their deadlines on budget, continually track their project status or learn from their mistakes. Lotus Internet Service Providers, Internet Software Vendors, VARs & Systems Integrators • True team collaboration -- Work with colleagues, partners, even customers, anywhere, any time via the Web. • Subscription service -- Pay-as-you-go, and there's no software to buy or download. • Simple, easy access -- All you need is an Internet-ready computer, and a standard Web browser. • Fast workspace set-up -- Do it yourself in minutes. • Secure -- Instant!TEAMROOM supports SSL (Secure Sockets Layer) for network security. In addition, the workspace is password protected. • Only invited team members have access. You also specify who can read and edit your documents. • Intuitive -- So easy to use, there's no training needed • Available and applicable worldwide -- The Web gives you unlimited reach. • No infrastructure required -- Hosted on powerful Lotus Domino(TM) servers owned and operated by participating Internet Service Providers. Netopia ISPs, Portals, and VARs: Netopia targets those segments of the networking market that industry sources have identified as the most rapidly growing such as small businesses, geographically dispersed facilities of large enterprises, home offices, mobile users, schools and other small organizations. These users generally do not have access to sophisticated technical support and are not well-served by traditional vendors of networking products since these products are not specifically designed for them. Netopia intends to leverage the expertise it gained in developing easy-to-use, plug-and-play LAN networking solutions to more rapidly penetrate the market for the Company's Internet/Intranet products. NVO allows you to establish a cost-effective web site that dramatically increases the quality of your customer service and the visibility of your business. With your Virtual Office, you can: • Attract customers and partners to your site • Increase your sales and marketing efforts • Promote your products and services • Take advantage of our custom templates, eliminating the need to have someone design web pages for you • Use Public and Private folders to exchange files with visitors • Communicate with others in one to one private chat rooms • Post graphics, photos and links to other web pages • Conduct web initiated conference calls, saving you time and money Visto OEMs, VARs, ISPs, ISVs and Consultants Sign up for the Visto Briefcase Pro and get: • All your email, forwarded from multiple accounts, even work email from behind a firewall • Your complete address book, so you can lookupimportant numbers and change entries no matter where you are • Your desktop calendar, always up to date, so you can stay on top of your ever-changing schedule from any browser • All your browser bookmarks, from all yourcomputers, in one convenient place • The most current versions of key files, just a few clicks away • 20 MB of storage (more available) so you can keep files and email handy • Free copies of the Briefcase Assistant, to do the busywork for you • Leading-edge security, to ensure your information is always safe
  14. 14. Confidential 14 Barriers LowHigh Low High Market Attractiveness A/E/C ConsultingPublishing Legal IncreasedAttachments, Intranet& Notes Accounting Ad/PR Finance EnhancedSecurity& VerticalSpec.Feature *Size of bubble corresponds to size of market. Evaluation of Key Markets
  15. 15. Confidential 15 Top Market is Management and Computer Consulting: •Highest Attractiveness and fewest barriers to entry. •Also has great appeal in SMB consulting market. Finance, Legal & Accounting: •Need some vertical specific functionalities. •Have security concerns that can be satisfied by BusinessProjects. Advertising/PR: •Need more experience using basic collaboration applications (e-mail attachments and intranets). •Some companies have also made recent, significant commitments to Lotus Notes and are not yet aware of its limitations. Publishing: •Collaboration laggards. This market will be slow to develop. There are some exceptions that have adopted Lotus Notes and Quark’s workflow. Evaluation of Key Markets (continued)
  16. 16. Confidential 16 Segment Additional Segment-Specific Value Propositions Accounting Executive Subscription Advertising/PR Taskflow, Versioning, Routing and Approval Business Consulting Access Control, Document Repository Finance Executive Subscription Legal Access Control, Taskflow, Versioning, Access & Billing Publishing Simple Routing & Approval Segment Specific Feature Appeal These are the features that appealed to end users over and above BusinessProjects’ core value proposition set.
  17. 17. Confidential 17 Need -- Research Identified Problems with Current Collaboration Methods • Posting of edits and documents back into the Web collaboration area. • Interface is not scalable in terms of number of documents and number of collaborations. • Significant amount of HTML conversion is occurring, because users often have different content creation tools or versions that are out of synch. • Web interface customization is limited and confusing. • The primary Web-based collaboration environments are intranets and e-mail attachments. Users want to extend personal control from-e-mail to Web-based collaboration. • Use of intranets and e-mail attachments indicate a level of dissatisfaction with client server groupware implementations -- especially -- but not exclusively for cross- organizational and cross-departmental collaboration. • Today intranet and e-mail intensive, but efforts for extranets, hosted extranets, and iVPNs are accelerating. • Intranets are the most out-of-control of collaborative environments.
  18. 18. Confidential 18 Review is an the most Interactive Part of Collaboration Concept Author Review Edit Publish Use NumberofPeopleInvolved A great deal of time and effort are spent during the review of a document. Manual or e-mail-based methods add time and confusion to the process. Essential Capabilities for Review: •Robust Versioning. •Markup and Revision Tools that allow author to “own document.” •Granular Access Control •Quick access to other relevant documents, e-mail & resources.
  19. 19. Confidential 19 Messaging Document Management ERP CollaborationProcess Simplicity Complexity Production Workflow Groupware Ad Hoc Workflow Email Clients MS Exchange/Outlook Documentum Web Based Groupware Baan, PeopleSoft, SAP, et al Production Workflow Action Technologies, Staffware OCR/Imaging Intranets Lotus Lotus Current Matrix of Collaborative Solutions for the Enterprise: Lots of Complexity for Simple Collaboration
  20. 20. Confidential 20 Document Management Workflow Groupware Knowledge Management The Limitations of C/ S Groupware Provide a Strategic Entry Point into the Enterprise. In the Enterprise Space for docu-centric collaboration, there is a convergence of functionalities and a movement away from groupware. The market is ripe for a simple, Web-based, collaborative solution in the enterprise. Data Insight Information Document Management: •Adding worflow functionalities. •In some contexts, perceived as a knowledge management solution. Workflow: •Adding document management functionalities Groupware: •Adding document management functionalities. •Repositioning as knowledge management solution.
  21. 21. Confidential 21 Profiles of Information Users User Type Description Likelihood of Using Collaborative Networking Solutions Value Proposition for Web-based Solutions Likelihood of Interest In Web-based Task-Flow Solutions Information Analyzer- Consumer INSIGHT One who takes a meta-level view of content for high-level analysis or one who views and makes use of information but who does not update or create content Low • Timely access to trends and tactical information • Progressive data model and data collection intervention and direction • Interactive communication and participation • Project management High Information Producer INFORMATION One who creates and publishes new content and who performs major updates of existing content Medium • Wider audience for dissemination of materials • Automated dissemination mechanism • Content Management Medium Information Mover DATA One who views and makes use of information and who is appointed to perform partial updates High • Real-time updates and notifications of content changes • Interactive participation and communication Low
  22. 22. Confidential 22 Item Strategy Product • Componentization of relevant workflow tasks, such as Address Books/Directory, Calendar, White Board, BBS, Chat, Conferencing, Messaging and File Archiving • Browser-based clients, requiring Java or Active X plug-ins • Thin-clients (3-5 MB) for server-affiliated solutions Marketing Position • To enable web-based communication, collaboration and interaction among enterprise & social communities and affinity groups or organizations Channel Strategy • Use of Electronic Software Distribution via Portals & ISPs • Partnerships with IT Consultancies, VARs and SIs Pricing Strategy • Per named-user license, priced from $25-$50 • Server solutions, priced from $4,000 to $45,000 • Site Licenses, priced from $50 to $125 per seat Target Markets • SOHO • SMB Market • Corporate Knowledge Workers • IT Consultancies • Product & Marketing Organization in Global 2000 Constraints to User Adoption • "Information Overload in Getting Found Online"--Pow Wow • "Not-so-thin clients"--eRoom • Lack of IT/PC troubleshooting skills among users (Instant! TeamRoom) • Misunderstood Value Proposition: "It's got to be more than glorified Email"--Hot Office • "Web bandwidth issues"--Changepoint • "Lack of management buy-in for collaborative solutions"--2Bridge • "The IT Department Nightmare"--Netopia Accelerants to User Adoption • Free Trial Periods • Low monthly recurring charges from $10 to $20 • Multi-function project management tools • Simple and intuitive Graphical User Interface • Contact-centric affinity or affiliation groups (civic organizations, consultancies, etc.) • Invitation Model: "Friends & Family" Approach Web-Based Groupware Competitive Matrix
  23. 23. Confidential 23 Competitive Landscape: Marketing & Positioning Strategies Product Target Markets Differentiation Meeting Center Consultants, Customer Service Managers, Project Managers, Advertisers Easy-to-use Network Applications Web service enabling people from multiple companies and locations to work together instantly and securely over the Internet. 2Share 2.0 IT Consulting Firms, IT Departments, Software Companies, Corporate Knowledge Workers Lifecycle management of digital information enabling companies to automate and manage business critical information supply chains by gaining end-to-end control from creation to consumption. Involv IT Consulting Firms, IT Departments, Software Companies Superior Intranet Web-enablement and content management Lotus Notes & Domino compliant Hot Office Small-to-Medium-sized Business, Telecommunters, Mobile Workers and Small Office/ Home Office Aggressive Partnering Program to achieve a Network Effect: HotLink Program Reseller Program ISP Program OEM Program Affinity Program eRoom Consulting Firms, Corporate Knowledge Workers, IT Departments, Fortune 500 Flexibility & Scalability Multi-purpose knowledge management and information sharing through wide use of applications, including managing product launches, distance learning, client engagement, proposal evaluation, press relations and joint development. Instant! Team Room SOHO, SMB & Corporate Markets w/ focus on Financial Services Professionals, Consultants, Lawyers, Accountants, Therapists, Event & Project Planners & Managers, PR & Marketing Professionals • Easy • Affordable • Secure • All you need is a computer with Web access and a standard Web browser. • There's nothing to download. • No software or hardware to buy. • No support or maintenance contracts. • No compatibility issues. • No shared infrastructure requirements. Virtual Office Small Office/Home Office, SMB Market, Corporate Knowledge Workers Netopia Virtual Office software is a "no assembly required" interactive web office allowing anyone with a web browser to view and exchange information on a host's computer. Guests can participate in on-line, text or audio conversations through the host's Netopia Virtual Office as well as leave messages and view his or her schedule. Set-up takes only a few minutes and all users can personalize their virtual office to reflect their company, position, or interests. Visto Briefcase Small Office/Home Office, SMB Market, Corporate Knowledge Workers Affordable and Easy-to-use personal synchronization software to provide universal access to personal content. Leveraging the global reach of the Internet, communication can be independent of location and device. Visto products and services empower people by offering the convenience of interactive access to, and the synchronization of, their personal information.
  24. 24. Confidential 24 Partnership Opportunities BusinessProjects.com Content Providers Bloomberg Dow Jones Reuters Motley Fool WSJ Lexus Nexis Dialog AICPA Tech Partners Adobe Doc. Man. Tech. Microsoft Cisco Redcreek BayNetworks TimeStep Dev. Partners Businesses in top market segments. Trade Organizations AICPA IMCUSA AMA State Bar Associations AAA Local VARS with Industry- specific expertise. Total Network Management ISPs Digex Exodus Concentric
  25. 25. Confidential 25 Roadmap IntroductionIntroduction High Level FindingsHigh Level Findings ConclusionsConclusions Detailed FindingsDetailed Findings
  26. 26. Confidential 26 Segment Summary -- Consulting • Strong Need for Cross Company Collaboration. • Cross-company collaboration also includes personal management of projects with external collaborators. • Strong need for internal collaboration. Need for internal collaboration has largely been met. • Need for calendar linked “taskflow” rather than workflow for external collaboration. • Strong need for resources area, especially for purchased research. • In large consultancies sell to line partners or project manangers. A
  27. 27. Confidential 27 Segment Summary -- Consulting (Continued) Category Findings Summary Average Employees 8 Average Revenues $ 2.2 million Degree Ad hoc High MS Office + Lotus 1-2-3, Visio, Adobe PDF Document Flow Moderate Key Project Types 6-8 Week Consulting Engagements Total Number of Projects per Year per Employee 6-8 Key Workflows Calendar-Oriented “Taskflow” Most Valued Collaborative Technology E-mail Attachments & Fax -- Lotus Notes (for Internal collaboration) Key Whole Product Requirements No IT involvement in Installation Positioning Service for External Collaboration – Project Manager Focus Lotus Notes Penetration High E-Mail? Further Research Required Browser Many earlier versions of Netscape and MS Explorer.
  28. 28. Confidential 28 Segment Summary -- Legal A- • Strong need for cross-company collaboration tools. Need is unfulfilled. • Need could include personal management of projects. • Focus on Mid and Senior Level Associates engaged in medium-sized projects as primary beneficiaries of service. • Security is a significant issue. More research required to determine best security solution. • Hardcopy as opposed to softcopy is also a significant issue. • Possible need for internal collaboration tools, since document management solutions are weak in this area. Need has not been met entirely. • Sell to associates and partners. Good opportunity for firm-wide sale. • Primary “taskflow” would be routing and approval. • Some type of markup tool is advisable.
  29. 29. Confidential 29 Category Findings Summary Average Employees 6 Average Revenues $1.2 million Degree Ad hoc High MS Office + Word Perfect, Visio Document Flow Moderate Key Project Types Medium-Sized Business Law Projects Average Number of Projects per Year per Attorney (Medium to Large) 10-25 Key Taskflow Routing and Approval Most Valued Collaborative Technology Fax and E-mail attachments Key Whole Product Requirements Security Positioning Service for External Collaboration – Associate Level Focus. Selling Opportunity to Partners. Possible Service for Internal Collaboration. Lotus Notes Penetration Moderate, Strong use of document management solutions E-Mail? CC:Mail, MS-Exchange (Outlook) Browser Many version of Netscape and MS-IE Segment Summary -- Legal (Continued)
  30. 30. Confidential 30 Segment Summary -- Investment Banking • Highest Value placed in cross-company, cross-function collaboration and communications between internal and external project members. •Need for Central Repository: Archiving and collaborative Document Management are necessary features. •Intelligent Messaging and Notification of Updated materials would be ideal to alert project members of changes in a real-time basis. •Robust Access Control and Permission levels are required to safeguard confidential and sensitive information. •Security and Safeguarding of Project Data Store are indispensable. •Multiple-point, real-time conferencing would be ideal for interactive discussions and revisions of prospectus documents. •Milestone and Project-oriented Scheduling are key components of a task- assignment and management. •Service Bundling based-on-per-project fees are favored price/product mix. •Respondents added that if solution really saves time, they will use it.
  31. 31. Confidential 31 Category Findings Summary Average Employees 20 to 40 individuals during Public Offerings; requiring the collaboration and integration of team members from anywhere from 7 to 15 other firms Average Revenues Degree Ad hoc Moderate degree of ad-hoc work; however, for most part clear checklists are arranged and tasked for project completion MS Office + Extensive MS Office use, in addition to Access, FoxPro, and Framemaker Document Flow Extensive and substantial revision of prospectus and SEC filing documents Key Project Types Initial Public Offerings Average Number of Projects per Year 1,000 to 2,000 per year Key Taskflow • Approval and Routing of key legal and accounting documents for SEC filings • Document Creation Most Valued Collaborative Technology • Joint Document Creation and Versioning • Document Archiving, Directory and Automatic Document Expiration Key Whole Product Requirements Security, Collaborative Document Creation and File Sharing, Archival Functions, Positioning Open Positioning: There is no service in the industry offering collaboration tools for individuals involved in public offerings. There is no established position for domain-specific services of this type. E-Mail? cc:Mail and MS Exchange Browser MS Explorer Segment Summary -- Investment Banking (Continued)
  32. 32. Confidential 32 Segment Summary -- Accounting • Auditing Functions are quite routinized and regulated by State and Federal Authorities, thus reducing the level of ad-hoc-ness with respect project management; however communicating process-oriented data is crucial to clients. • Workflows are established by Generally Accepted Accounting Practices (GAAP) • Highest value accrues to solutions that enable communication ofmeta-data concerning auditing/accounting processes and analyses. • Will require a top-down enterprise multi-level marketing approach: sell to Partners/VPs and analysts. • Cross-company and cross-functional interactive communications and messaging is highly desired. • Web-based collaboration tools must assure high levels of security and tight access control to sensitive financial data. • Collaborative Teams cross multiple company and department boundaries, so conferencing and intelligent messaging are indispensable. • Routing and Approval functionalities are also very important; as are Polling functions attached to Scheduling Features more generally. B
  33. 33. Confidential 33 Segment Summary -- Accounting (Continued) Category Findings Summary Average Employees 30 Employees: 1 VP/Partner, 3 Account Managers; 20 Accountants; 2 Secretaries; 5 Administrative Assistants Average Revenues $40 Million (Auditing Revenues from Financial Institutions) Degree Ad hoc Very routinized: document flow and workflow mandated by State and/or Federal Banking Regulators used off of Bank Mainframes MS Office + Excel Macros; MS Access; FoxPro, FileMaker Pro, Lotus 1-2-3, Proprietary Bank Financial Systems Document Flow Very High: audit trail documentation, authentication and verification is exhaustive because these are reports & forms submitted to Regulating Agencies Key Project Types Bank, Credit Union and Savings & Loan Audits Average Number of Projects per Year 3-4 Bank Audits per Month (average duration 4-6 weeks; 4 weeks on site) Key Taskflow Audit Trail Authentication and Verification; Accounts Factoring & Analysis, Report Generation and Regulatory Schedule Submissions Most Valued Collaborative Technology Lotus Notes and Email attachments used to share files from MS Excel and MS Word Key Whole Product Requirements Tight Integration and Drag-n-Drop capabilities with MS Office Suite and Lotus Notes Positioning • Enhanced Productivity through reduced document transmission downtime • Easy integration into current workflow and document flow (MS Office and Lotus Notes) E-Mail? cc:Mail and Lotus Mail Browser MS Explorer 3.0 and Netscape Navigator 3.0
  34. 34. Confidential 34 Segment Summary -- PR/Advertising B • Need for cross-company collaboration tools that go beyond e-mailing attached files. Need is unfulfilled, although many firms are satisfied with e-mail attachments.. • Need could include personal management of projects. • Focus on Mid and Senior Level Associates engaged in medium-sized projects as primary beneficiaries of service. Good opportunity for firm-wide sale. • Security is a significant issue. More research required to determine best type of security solution. • Hardcopy as opposed to softcopy is also a significant issue. • Possible need for internal collaboration tools, since document management solutions are weak in this area. Need has not been met entirely. • Primary “taskflow” would be routing and approval. • Some type of markup tool is advisable.
  35. 35. Confidential 35 Category Findings Summary Average Employees 20 Employees: 3 Partners, 4 Administrative Assistants, 2 Secretaries and 11 PR Associates Average Revenues $6-8 Million Degree Ad hoc Medium MS Office + QuarkXpress, Framemaker, Pagemaker Document Flow Low to Medium Key Project Types Press Releases; PR Collateral: Brochures, Prospectuses, Average Number of Projects per Year 10 Projects per Month; 100-130 Projects per year Key Taskflow Document Creation; Routing and Approval Most Valued Collaborative Technology Fax and E-mail attachments Key Whole Product Requirements Mac Platform Support Positioning Cross-company collaboration and decision making increased by taskflow tools Lotus Notes Penetration Moderate, Strong use of groupware solutions for cross-location collaboration (Burson Marstellar, RCGB-Euro, Young and Rubicam are key reference accounts for Lotus Notes). E-Mail? CC:Mail and MS-Exchange (Outlook) Browser MS Explorer Segment Summary -- PR/Advertizing (Continued)
  36. 36. Confidential 36 Segment Summary -- Publishing • While collaborative document creation and revision software is much sought-after, it's rarely used consistently across projects. • Hard Copy Format is Key: especially for actual manuscript and galley phase edits. This reliance is both antiquarian and practical. • Collaborative Solutions are sought not so much for the actual routing of the manuscript, but for project tracking of acquired manuscripts. • Editors and Copy Editors like the "look and feel" of paper documents: don’t expect them to disappear any time soon. • Document Version Tracking and Archiving are key areas of pain in processing a book from conception to printing. • Positioning should focus on alleviating the cumbersomeness of following through with administrative tasks such as managing correspondence, expenses and approvals. • Departmental Sales Positioning should focus on assisting Project Editors to monitor and track projects through a subcription based service tied to a Calendaring function. B-
  37. 37. Confidential 37 Segment Summary -- Publishing (Continued) Category Findings Summary Average Employees 20+: 3 Editors (Acquisitions and Project), 5 Editorial Assistants, 3 Book Designers , 1 Compositor and 10+ Production Assistants Average Revenues $4 Million Degree Ad hoc Medium MS Office + Framemaker, Pagemaker, QuarkXpress, PhotoShop, RoboHelp Document Flow Very High for project tracking and management; Book Copy is handled solely in hard-copy formats Key Project Types Book Publishing, Design and Production Average Number of Projects per Year 20-25 Book Projects per year, with an average print run of 5,000; 100 Book Production Jobs; and 10-15 Book Design Jobs Key Taskflow Routing and Approval of Copy Edits and Revisions off of galleys Most Valued Collaborative Technology Fax and E-mail attachments; Zip and Jazz Cartridges make sharing large files more convenient, reliance on couriers is still high Key Whole Product Requirements Mac Platform Support; Also document file conversion engines or plug-ins for MS Word for Adobe and HTML Conversion Positioning Project Tracking and Management Productivity Tools E-Mail? MS-Exchange and Eudora 3.0 Browser MS Explorer (Active X) and Netscape Navigator (Streaming Media)
  38. 38. Confidential 38 Competitor Profiles: 280 Inc. Item Description Company • 280 Inc. Founded • August 1996 HQ Address 1550 Bryant Street, Suite 300 San Francisco, CA 94103 Telephone: 415-575-4000 Fax: 415-703-7220 Contact Info • (415)575-4000 Channel • Internet Search Services, Internet Service Providers, ILECs, CLECs and content providers. Employees • 50+ Ownership • Privately Held Value Proposition • Self-Service differentiation • Provide value-added capabilities to customers • Increase service revenues for ISPs hosting Meeting Center • Overall product value resides in providing cross-company interaction without concern for shift continuity and geographic dispersion • Process Awareness: product attempts to provide task simplification, coordination and integration through the WWW Partners • Saatchi & Saatchi, Iona Technologies • Partners get an ongoing commission of 10% per month Product • Meeting Center • Cross-Company Communication & Collaboration Software designed for individual and teams in different companies and locations to work together 24x7 • Meeting Center, a virtual, web-based workspace, is comprised of 4 Meeting Boards: Brainstorm, Discussion, Review and Project—all with Calendar and Directories Users and Target Markets • SOHO and SMB Market are key targets • Customer Service Representatives • Corporate Project Managers (Marketing and Advertising) • Consultants and Technical Writers • Corporate Marketing and Sales Departments (not many in-roads here so far) Price and Requirements • $24.95 per month per Meeting Center • No client required, completely web-based Senior Management • Declined Disclosure of Senior Mgmt. • Nick Durrant, Marketing Manager C
  39. 39. Confidential 39 Competitor Profile Of 2Bridge Item Description Company • 2Bridge Founded • January 1997 HQ Address 221 Main Street, Suite 700 San Francisco, CA 94105 Other Locations New York City: Voice 415.543.4600 Fax 415.543.7678 Email info@2bridge.com Contact Info • (415)543-4600 Channel • Internet Software Vendors, Original Equipment Manufacturers, Systems Integrators, Internet Service Providers and Value-Added Resellers Employees • 50+ Ownership • New Enterprise Associates $3.4 Million Goldman Sachs & other private investors $10.1 Million Value Proposition • Integration of enterprise publishing, content management & knowledge sharing • Capture, create, publish, view & update business information in a collaborative environment • Easy-to-use GUI • Minimal training • Open & Robust Component Architecture • Management & control of the information supply chain • Real-time applications distribution Partners • Sun Microsystems • Netscape Communications • Informix Solutions Alliance • Goldman Sachs • New Enterprise Associates (VC firm) Product • 2Share 2.0 (available since April 1998) • Personalized Portal To The Enterprise--Browser-based information supply chain management software that enables end-to-end control over and real-time distribution of business critical information over intranets, extranets and the internet. • Components: 2Share InfoCenter (personalized portal to enterprise information) 2Sjare WorkCenter (collaborative environment with workflow management capabilities) Architecture: Reusable components, Separation of Content from Structure and Content Management & Access Control, Personalized workflow structure Requirements: NT or Solaris server, Web Browser Users and Target Markets • Reference accounts: McGraw-Hill, Baxter Healthcare and Goldman Sachs • Fortune 1000 Companies interested in providing their employees with "personalized workflow" or a " MyYahool" version of the enterprise's data stores" solutions and access to corporate data stores • Consultancies and Accountancies: "all firms seeking to enable knowledge sharing among enterprise communities" Price and Requirements • Platforms: MS Windows NT and Sun Solaris • Fees: Start at $45,000 for server and license Senior Management • Mansoor Zakaria, CEO • Deborah Miller, President & COO • Peter Nordberg, Senior VP of Sales and Operations • John McDowell, CTO & VP of Engineering • Julie Farris, VP of Marketing • Ron Parks, CFO B
  40. 40. Confidential 40 Item Description Company • Changepoint Founded • 1992, History: Evolved from a project management consultancy to a leader in ERP solutions for the IT industry and a pioneer in the emerging field of intranetgroupware applications HQ Address Changepoint Corporation 1595 Sixteenth Ave, Ste 702 Richmond Hill, Ontario, Canada L4B 3N9 Other Locations • New York City Contact Info • (905)886-7000 Channel • IT Consultancies, Systems Integrators, Internet Service Providers, VARs and Internet Software Vendors Employees • 50+ Ownership $6.75 Million from VenGrowth Capital Management Inc., C.A. Delaney Capital Management Inc., and B.E.S.T. Discoveries Fund Inc Value Proposition • Involv provides a Team-Centric applications as opposed to Function-centric applications • Service Revenue Generation as part of any Involv sales (partners retain all service revenues) • Mass Market Rental Internet Applications • Market Specific Rental Internet Applications • Community Based Rental Internet Applications • Custom Rental Internet Applications Partners • Changepoint Business Partner Program: Aurora Communications Exchange, Manta Corp., Paragon Information Systems, Bay Resources, CPA Systems, Cyber Access, InfoAdvantage, MedWeb, Strategic Systems Worldwide • Partners retain all services revenue, which on any given sale may include: consulting, training, installation, infrastructure development, project management and custom integration projects. Product • Involv • Self-Service Teamware for the Intranet bundled with Bulletin Board, Calendar, Change control, Chat, Contact Database, Decision Survey in a Box, Document Manager, Event Planner, Group Discussion, Issue Tracking, NGS Proposal Development, Presentation Library, Project Collaboration capabilities • Additional capabilities: intelligent paging & messaging, Lotus Mail integration Users and Target Markets • Corporate Marketing and Sales Departments in Fortune 500 • High-end SMB Market (500+ employees) • SOHO Market: Consultants particularly, reaching them through adverts in Mobile Computing Magazine Price and Requirements • $5,000 per server & license • Also requires a Lotus Domino server for about $1,500 and an additional seat license fee of $40 to $90, depending on the number of users Senior Management • Gerry Smith, CEO & President • John Anhang, CFO • Rick Moreau, VP & GM Involv Business Unit • Chuck Tatham, VP Marketing Competitor Profile Of ChangePoint A
  41. 41. Confidential 41 Item Description Company • Hot Office Founded • 1995 HQ Address 5201 Congress Avenue, Suite 232 Boca Raton, FL 33487 Other Locations • Privately held concern. Contact Info • (561)995-0005 Channel • ISPs, Interactive Media Companies, WWW,VARs, Professional Associations and Consultants Employees • Distributed throughout area offerings Ownership • Privately held concern. • TBG, Intel, Blumenstein/Thorne Information Partners and Goldman Sachs Capital Partners Value Proposition • Cost-effective remote access to LANs, WANs and stand-alone PCs • Enhanced Productivity through improved access to information and personnel Partners • BidMatch, Let’s Talk Business Network, GST Telecommunications, GTE New Media Services, 3Com, Intel, Boca Research, MindSpring, Frontier Global Center, TBG Information Investors Users and Target Markets • SMB Market (under 100 employees) • SOHO Market • Corporate Telecommuters Product • Easy-to-use Web-based Intranet Service: service provides access to tools for communications and collaboration: • My Desk--Communications: Web email, Web Calendar, Reminders, Alert Bar, Message of the Day, Virtual Phone Pad, • Document Center--Document Management: Central Price and Requirements • Subscription service fee: $12.95 per month per user Over 20 users=$1 Discount per user Includes 20 MB of storage, 10 MB increments $5 per month Senior Management • Stewart Padveen, CEO • Bill Kelemen, VP Technology • Stephen Rattner, President & COO • Steve Spiro, Sr. Director Marketing • Cynthia Starr, Sr. Director Sales & Business Development Competitor Profile Of Hot Office B+
  42. 42. Confidential 42 Item Description Company • Instinctive Technology Founded • August 1996 HQ Address 725 Concord Avenue, Cambridge, MA 02138 Other Locations • Los Angeles, Chicago and San Francisco Contact Info • (617)497-6300 Channel • OEMs, Internet Service Providers, Solutions Developers Employees • 50+ Ownership • $14 Million from Atlas Venture, Matrix Partners, New Enterprise Associates and North Bridge Ventures Value Proposition • Allow cross-organizational project teams to effectively keep everyone up to date, get new members up to speed quickly, meet their deadlines on budget, continually track their project status or learn from their mistakes. • Customer Service Support at varying levels: Free Online Tech Support (all users); Free Introductory Support (trial basis 30days); Maintenance Program (fee based) Partners • ACCredo Corp., Bonwell Globalnet, Easy Street, Enterprise Technology Group, Internet Media Services, Internet Operations Center, Internet Software Solutions, NetHaven, OPTYM Professional Services, SavvyNet, SVMedia, Westbridge Technologies • Extensive Reseller program for service and solution providers: Gold Level ($1K program fee; $25K Sales target) and Silver Level ($500 program fee; $10K sales target) Users and Target Markets • Reference accounts: KPMG, A.T. Kearney, Price Watershouse, and Coopers & Lybrand • Target Markets: Corporate Marketing and Sales Departments, Fortune 500 Product • eRoom • Virtual workplace on the Web for managing cross-organizational projects. A place where coworkers, business partners, customers, consultants, advisors, whoever-- can share, discuss, revise, and track information. Drag documents from your desktop to the eRoom--no HTML conversion required--and instantly they're available for team members to edit in-place • Features: Drag & drop file sharing, Multi-threaded discussion groups, Polling, Version control, Windows integration, notification messaging for updates Price and Requirements • ISP Applications Hosting Price: Per user for 50 seats, $99 UPGRADE: Per user, $65 • eRoom is licensed on a named-user basis for each server. Pricing starts at $3,995 per server (plus $750 maintenance) and $125 per user (plus $25 maintenance) Senior Management • CEO and President, Jeffrey Beir • Chief Technology Officer, Pito Salas • Melissa Leffler, VP Engineering • Eric Fischer, VP Sales • Francois Gossieaux, VP Marketing • Dan Miley, Director of Solutions Marketing Competitor Profile of Instinctive C
  43. 43. Confidential 43 Item Description Company • Lotus Founded • 1982 by Mitch Kapor and Jonathan Sachs HQ Address • Cambridge, MA Other Locations • New York City Contact Info • (617)577-8500 Channel • Internet Service Providers, Internet Software Vendors, VARs & Systems Integrators Employees • Currently 8,000 Worldwide: Marketing products in 80 countries Ownership • Acquired by IBM: Late spring of 1995 Value Proposition • True team collaboration -- Work with colleagues, partners, even customers, anywhere, any time via the Web. • Subscription service -- Pay-as-you-go, and there's no software to buy or download. • Simple, easy access -- All you need is an Internet-ready computer, and a standard Web browser. • Fast workspace set-up -- Do it yourself in minutes. • Secure -- Instant!TEAMROOM supports SSL (Secure Sockets Layer) for network security. In addition, the workspace is password protected. • Only invited team members have access. You also specify who can read and edit your documents. • Intuitive -- So easy to use, there's no training needed • Available and applicable worldwide -- The Web gives you unlimited reach. • No infrastructure required -- Hosted on powerful Lotus Domino servers owned and operated by participating Internet Service Providers. Partners Interliant, Telia, Bell Emergis, Mpact, Intermedia, and EDS Product • Instant! Team Room • Instant! TEAMROOM is a rentable Web application that allows anyone with a browser and an Internet connection to establish a private workspace for managing projects or initiatives with teams of colleagues, partners, and even customers. • Users can share files and information, capture discussions, create and store related documents, and track team progress from start to finish. ITR is based on Lotus Domino Web server technology Users and Target Markets • SOHO Market • SMB Market (under 500 employees) • Corporate Marketing & Sales Departments • Telecommuters Price and Requirements • Free 30-day Trial Period • Post-trial pricing: • $14.95 / month for a Teamroom owner account and • $14.95 /month for Teamroom users Senior Management • Jeffrey Papows, President • Mark Elliott, GM Sales & Marketing • Irving Berger, GM Internet Division Competitor Profile of Lotus C+
  44. 44. Confidential 44 Item Description Company • Netopia Founded • Netopia, Inc., was formerly Farallon Communications HQ Address 2470 Mariner Square Loop Alameda, California 94501 Contact Info • (510)814-5100 Channel • ISPs, Portals, and VARs Employees • 200+ Ownership • Accel Partners, Oak Investment Partners and Technology Venture Investors Value Proposition • NVO allows you to establish a cost-effective web site that dramatically increases the quality of your customer service and the visibility of your firm Partners • Netscape, Earthlink, PSINet, 150 regional ISPs, Remedy and Microsoft Product • Netscape Virtual Office • Instead of a single web page, NVO users get: 10-12 web pages you can personalize with pictures, text and link A library of professionally designed web templates Built-in communications features, including chat and voice Integrated file and screen sharing capabilities Users and Target Markets • "Netopia targets those segments of the networking market that industry sources have identified as the most rapidly growing such as small businesses and geographically dispersed companies" Price and Requirements • Monthly Fees: $19.95 Includes: Templates DB and 10 MB of storage space • Additional disk space: $2.95 per month for 10 MB increments • Annual fee: 13 months for $199.50 Senior Management • Reese Jones, Founder & Chairman • Alan Lefkof, President & CEO • Jim Clark, VP & CFO • Michael Trupiano, VP Internetworking Solutions • Mary Felice Crowe, VP Software Development • Brooke Hauch, CIO • David Lewis, VP Marketing • Barbara Tien, Director of Product Marketing Competitor Profile of Netopia A
  45. 45. Confidential 45 Competitor Profile of Pow Wow by Tribal Item Description Company Tribal Voice Founded 1994 HQ Address One Victor Square, Scotts Valley, CA 95066 Other Locations Development Center in Woodland Park, Colorado Contact Info (408) 461-3100 FAX: 402-461-3090 www.tribal.com User Base Today: Internet early adopters of all ages and contact-centric individuals Tomorrow: Mainstream Net-centric users, online service customers (AOL), business people Employees 30+ (ten developers) Ownership Privately held, with $10 Million in venture capital from Summit Partners and TA Associates Mission • To provide software solutions for individuals and groups to create, participate in, nurture and manage online "tribes" or "virtual communities." • To enable a Sociological Experiment in Community Building and Collaboration Market Position & Strategy • Leading provider of software enabling individuals and Web-savvy affinity groups to manage online communities. • More than 3 Million people use PowWow to participate in more than 4,000 online communities • Acceleration of PowWow client registration • Convert existing PowWow users into Hosts • Target existing Web affinity groups • Act opportunistically regarding business hosting • Leverage personal community hosting success to enter business market Differentiators • Real-time and multipoint communications • real-time instant messaging • Distributed Community Server Architecture • "The McAfee Magic": industry reputation • Significant user community (3 million) • Consumer "look and feel" • Integrated functionality • Highly scalable server Competitors • Providers of integrated community solutions and related chat/instant messaging solutions • America Online, Mirabilis/ICQ, iChat, Activerse, eShare, Business Evolution, and Microsoft
  46. 46. Confidential 46 Competitor Profile of Pow Wow by Tribal Product Pow Wow 3.7 an integrated solution for creating and managing online communities. Features: • real-time, point-to-multi-point communication • instant voice messaging • instant text messaging • buddly and affinity lists/directories • Web tours w/ volunteer docents • IP telephony • automatic text to voice conversion • bulletin boards • white boarding • Interactive Games • Personalized Web page and Profile • White Pages user listings • Host Management Capabilities Users and Target Markets • Families • SOHO and SMB Market • Local & Civic Organization • Investment Groups • Business Alliances • Charitable Organizations • Geographically distributed companies & organizations Customer Support • Online, volunteer guides that assist new users and hosts • New User Community BBS • Complete Online Documentation • WWW & Email Customer Service Support Sales and Distribution • Currently accepting subscription of about 45,000 new users each month since February 1998 • Only !0-15% of subscribers are paying any fees • The PowWow client is available for free for non-commercial use from corporate website. • Community hosting capabilities are also available via WWW and are priced per user group size. • Pricing begins at $49.95 • Direct electronic sales via WWW • Electronic software distribution from multiple from multiple sites • ISPs • Hardware & software bundles via Systems Integrators & VARs • Pricing for ClubRoom: 10 Users, $49.95; 25 Users, $99.95; 35 Users, $129.95 • Pricing for Community Server: 50 Users, $495; 100 Users, $895; 250 Users $1,995 • Pricing for Institutional Server: 25 Users, $79.95; 50 Users, $149.95; 100 Users, $279.95 Senior Management • John McAfee, Founder & Chairman • Joe Esposito, President & CEO • Richard Dym, VP Marketing • Nigel Thompson, CTO • Duane Bay, VP Administration
  47. 47. Confidential 47 Item Description Company • Visto Founded • August 12, 1996 HQ Address Visto Corporation 1937 Landings Drive Mountain View CA 94043 (Main) 650-930-5000 (Fax) 650-930-5010 Contact Info • (650)930-5000 Channel • OEMs, VARs, ISPs, ISVs and Consultants Employees • 50+ Ownership • Privately Held • VC Funding from: Bessemer Venture Partners, CMG Ventures, Labrador Ventures, New Enterprise Associates, Trinity Ventures, Vector Capital Value Proposition Convenience and Easy of Use: • All your email, forwarded from multiple accounts, even work email from behind a firewall • Your complete address book, so you can look up important numbers and change entries no matter where you are • Your desktop calendar, always up to date, so you can stay on top of schedule from any browser • All your browser bookmarks, from all your computers, in one convenient place Partners • Compaq • Interactive Cable Television • Microsoft Corp. • Puma Technologies (PIM S/W) • Student Advantage—Virtual Backpack • LapLink Product • Visto Briefcase • Personal Web Space: Briefcase contains Email, Calendar, Bookmarks, File Storage and Address Book capabilities Price and Requirements • Visto Briefcase is Free and includes 3MB of storage space • Visto Briefcase Pro Pricing: Free 30-day Trial Period Post-trial prices is $9.95 per month per user and includes 20 MB of storage space and updates to Briefcase Assistant Annual Subscription for Pro: $99.95 Senior Management • Doug Brackbill - President & CEO • Steve Cox - VP of Marketing • Bill Heppner - VP of Business Development • Daniel Méndez - VP & CTO • Ron Sha - VP of Information Technology Competitor Profile of Visto B+
  48. 48. Confidential 48 iVPN is Vehicle into the Enterprise. Ride the coattails of iVPN penetration into the eneterprise. Leadership in iVPN collaboration is an open position. 0 2000 4000 6000 8000 10000 1998 1999 2000 Year iVPN Instalations 1998 500 1999 2,000 2000 10,000 0 2000 4000 6000 8000 10000 12000 1997 1998 1999 2000 Extranet Corp Site-to- Site Remote Access iVPN Installations iVPN Installations by Implementation What is happening in the iVPN Market
  49. 49. Confidential 49 iVPN Market Evolution: 1998 -- iVPN Means Remote Access Winners for Remote Access iVPNs: Ÿ Firewall first and OS solutions (read Microsoft) and Router-based iVPN Solutions in 1999 Leading Firewall/Router Solutions for Remote Access iVPNs Ÿ Check Point (easy to use) Ÿ Microsoft Ÿ Cisco and Redcreek Ÿ BayNetworks (with acquisition of New Oak) Loosing Firewall/Router Solutions for Remote Access iVPNs: Ÿ Shiva (late to market but trying to recover with recent acquisition Isolation Systems) Ÿ IRE (relatively difficult to manage) Ÿ V-one (difficult to use) VPN Attribute Remote Access Usability HIGH Manageability HIGH Scalability HIGH Security HIGH Performance LOW Interoperability LOW Small LargeSize of Enterprise Remote Access iVPN Benefits iVPN PenetrationHigh Low Valuing Remote Access iVPN Attributes Vertical Market Remote Access Characterizing the iVPN Remote Access Market
  50. 50. Confidential 50 iVPN Market Evolution: 1999 -- Corporate Site-to-Site iVPN Takes Off Leaders for Corporate Site-to-Site iVPNs: Ÿ Stand Alone Boxes Ÿ Improved performance over firewalls Ÿ Net managers trying with routers and firewalls from different vendors will need stand alone units because they can run on any installed base Ÿ More sophisticated than Firewall/Router/OS solutions in general Leading Stand-Alone Boxes: Ÿ RedCreek (Fast throughput, bi- directional traffic) Ÿ TimeStep (Hot company) Ÿ NetScreen Technologies (Fast throughput, bi-directional traffic) Loosing Stand Alone Boxes: Ÿ VPNet (Poor reputation, slow, difficult to use) Ÿ OneBox (no encryption, but cheap) iVPN Attribute Corporate Site- to-Site Usability MEDIUM Manageability MEDUIM Scalability LOW Security MEDIUM Performance HIGH Interoperability MEDIUM High Low Characterizing the iVPN Corporate Site-to-Site Market Valuing Corporate Site-to-Site iVPN Attributes Vertical Corp Site-to- Small LargeSize of Enterprise iVPN Penetration Corporate Site-to-Site iVPN Benefits
  51. 51. Confidential 51 iVPN Market Evolution: 2000 -- Extranet iVPN Finally Arrives Determining the leaders for Extranet iVPNs: Ÿ Vendors that win the Corporate Site-to-Site iVPN market should be in strong position to extend produce into the extranet space Ÿ Vendors known for having a commitment to interoperability will also be in a good position Leading Extranet Solution providers: Ÿ RadGuard (interoperable) Ÿ Cisco (interoperable) Ÿ TimeStep (interoperable) Ÿ Aventail (excellent positioning) VPN Attribute Extranet Usability MEDIUM Manageability MEDUIM Scalability MEDIUM Security HIGH Performance MEDIUM Interoperability HIGH Small LargeSize of Enterprise iVPN Penetration Corporate Site-to-Site iVPN Benefits Valuing Extranet VPN Attributes Characterizing the iVPN Extranet Market
  52. 52. Confidential 52 Roadmap IntroductionIntroduction ConclusionsConclusions High Level FindingsHigh Level Findings Detailed FindingsDetailed Findings
  53. 53. Confidential 53 • Rapid development of service through: - technology partners - development partners. • Target departments and individuals in the enterprise through: - VARs and trade organizations • Position BusinessProjects as the platform of the enterprise iVPN. High Level Findings BusinessProjects.com Differentiators Top Competitors Best Markets Key Recommendations Consulting, Finance & Legal All aspects of project are in one place. Picks up where e-mail attachments and intranets left off. Service not software. Enterprise: Involv & 2Bridge Technology Partners & Development Partners
  54. 54. Confidential 54 Most Important Immediate Actions •Pursue alliances with development and technical partners. •Approach key iVPN vendors •Approach VARs with industry-specific experience in top market segments.
  55. 55. Confidential 55 Next Steps Market Identification High Level Market Requirements Definition In Depth Market Requirements Definition Market Entry Strategy Market Development Find the Customer Know the Customer Reach the Customer Shaded Areas Indicate the Scope of this Project Steps in Market Research and Strategy
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