Javeds Proteligent Sales And Marketing Plan2


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This is the Sales and Marketing plan I created at Proteligent

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Javeds Proteligent Sales And Marketing Plan2

  1. 1. BirdsEye Sales and Marketing Plan J.Mohammed 8/30/2009 1
  2. 2. Agenda 1. Company update (Uzair- 15 minutes) 2. Launch & Post Launch (Javed- 45 minutes) 3. Intuit (Uzair- 15 minutes) 4. Fund raising (Uzair- 20 minutes) 5. Conclusion (Uzair- 5 minutes) 8/30/2009 2
  3. 3. Marketing Mission, Strategy, Goals Marketing Mission • Proteligent’s mission is to become a recognized leader in the NSM market with a 5-10% market share in 5 years in our defined segment. Marketing Strategy • Get multiplication effect in sales by leveraging channel partners Marketing Goals • Use all feasible publicity and promotion tools to build awareness of Proteligent and BirdsEye as a recognized “player” in the System Monitoring Software space. In order to do this we need a effective channel and PR plan. 8/30/2009 3
  4. 4. Agenda: Plans The following slides present: Pricing •Distribution plan which includes • Direct sales • Channel partnerships •PR strategy which will make use of the following: • Promotion • Publicity • Advertising 8/30/2009 4
  5. 5. 4 P’s of Marketing Product: BirdsEye is a “smart and simple” system monitoring tool for the SMB market Price: Competitive and value priced Place: distribution is downloadable via the web as well as from partners and the channel Promotion: This software is almost “consumer” priced using PR, advertising and various sales promotion 8/30/2009 5
  6. 6. Pricing Policy BirdssEye pricing will always be based on two opposing forces • What a customer is willing to pay for (value) • What a competitor will allow us to get away with •BirdsEye is competitively priced, with the lowest entry point of our known competition ($595 for a 5 pack) •It is not known at this stage how much elasticity there is in the price. Probably relatively low •We will continue to monitor our competition and listen to our customers to give the best competitively priced value product 8/30/2009 6
  7. 7. Channel Structure (details) STRATEGIC PARTNERS DIRECT SALES S/W Partners RESELLERS Intuit System OEMs •VARs Gateway, Dell, HP •Proteligent site •Distribution •Download.com IT Service Prov •Tucows.com Eclypse, •System Integrators •Affiliates IKON Office, KPMG •IT Soln. Providers -Amazon -Egghead •Mail Order Catalogs Networking OEMs 3Com, LinkSys SMB Customers 8/30/2009 7
  8. 8. Direct Sales SOFTWARE DOWNLOAD SITES AFFILIATE SITES PROTELIGENT download.com amazon.com .NET Tucosws.com SMB Customers 8/30/2009 8
  9. 9. Resellers VARs DISTRIBUTION Ingram, Techdata MAIL ORDER Online SYSTEM Catalogs INTEGRATORS IT SOLUTION CDW PROVIDERS Micro Warehouse PC Warehouse Computer Shopper Insight SMB Customers 8/30/2009 9
  10. 10. Strategic Partners System OEMs Software Acer Networking Partners IT Service Prov Aspen Systems OEMs Intuit EDS Crystal Group LinkSys IBM Global Serv Sun Cubix D-Link GE Cap IT Soln Microsoft ION Computer Netgear IKON Office Oracle HP Intelligent Decisns Cisco Zeus KPMG Network Engines 3Com, PWC Penguin Comuting Nortel Accenture Gateway, NEC Dell, HP,IBM SMB Customers 8/30/2009 10
  11. 11. Direct Sales • Direct Sales will be made off the Web and S/W partner sites •Expected breakdown is: • Download.com (50%) • Proteligent.net (30%) • Tucows.com (10%) • Other Affiliate sites (eg Amazon) (10%) •High traffic sites like download can expect to give after some product maturity 80-100 trial downloads a week. Expect 5% conversion •To get higher profile on partner sites or to create pull to own site limited paid search placement will be considered. 8/30/2009 11
  12. 12. Resellers • ITarget: VARs, System Integrators, IT Solution Providers •Goal 6+ regional VAR training sessions •Email campaign then direct mail campaign follow-up (100 mails/region) 20-30 VARs/ session, 5 VARs/region sign-up •Direct contact with larger VARs eg: • Compuware, Total Corporate Solution,Simple Technology •Mail order catalogs • CDW, Micro Warehouse, Computer Shopper, Insight •Distribution: (later) • Ingram Micro, TechData 8/30/2009 12
  13. 13. Strategic Partners •1st base is Intuit • Goal is to get either bundling of solution with Trackit • Co-marketing arrangement • Access to their customer base •Next are tier 2& 3 Systems OEMs • Get eg Penguin Computing to offer & bundle BirdsEye • Use volume and penetration pricing to get “on-board” •Leverage Tier 2& 3 plays to get into Tier 1s 8/30/2009 13
  14. 14. Channel Business Shift Forecast Product Launch to 1year VAR/SI/SP Distribution 8% (2-Tier) 2% Direct (Web+ Beta+ sales calls) 90% 8/30/2009 14
  15. 15. Channel Business Shift Forecast One year after Product Launch Direct (Web+ Distribution Beta+ sales (2-Tier) calls) 20% 20% VAR/SI/SP 60% 8/30/2009 15
  16. 16. Marketing Timeline Collateral Development Web site Development Pricing & position & Investor Presentation packaging, & Biz Plan Go to market plan Market Identification, Channel Development Competitive Analysis Developing marketing direction & structure 30 60 90 120 150 180 210 Nov-02 Jan Mar May Jun 8/30/2009 Timeline 16
  17. 17. Marketing Timeline Web/Direct Sales VAR Partner Development Partner Sales Tools Development PC Expo Partner Web Tradeshow site updates Sales Training Strategic Tier 2&3 OEM Partner Development Distribution Development 30 60 90 120 150 180 Jun Aug Oct Dec 8/30/2009 Timeline 17
  18. 18. Go To Market Timeline Beta Program Launch 7/14 PC Expo 9/3 Web / Direct Sales Promotion / Reviews VAR & Strategic Partner Development May Jun Jul Aug Sep Oct Nov Dec 8/30/2009 2003 18
  19. 19. Intuit Partnership Timeline Launch Phase 1 Beta Program BirdsEye 1.0 7/14 Intuit Phase 2 Test market BE-TI 1.0 loosely coupled Intuit BE-TI 2.0 Phase 3 & Proteligent Co-market integrated Joint Trade-show participation BirdsEye Pro 2003 2004 8/30/2009 19
  20. 20. Resources Publicity Press Product Word of mouth Activity Reviews campaign Tradeshows Advertising User groups News Coverage News, Awards Discussion groups Other Sales/Distribution Channels DIRECT SALES STRATEGIC TO BE HIRED PARTNERS RESELLERS 8/30/2009 20
  21. 21. Marketing Resource Timeline Apr-03 May-03 Jun-03 Jul-03 Aug-03 Sep-03 Oct-03 Nov-03 Dec-03 Jan-04 Feb-04 Mar-04 Sid Pre-launch Beta Program Product ReviewsWord of mouth campaign Sid Intuit & Strategic Partners Nicole Web site Direct Sales Promotion Partner Web site Nicole Trade show Javed PR & Plans Press Activity Hire BirdsEye Pro MRD Marketing Collateral Javed Strategic Partner help Channel partner help Channel Mngr "Formin" "stormin" "normin" 8/30/2009 21
  22. 22. BirdsEye Promotion Plan Press Product Viral campaign Releases Reviews Tradeshows Advertising News Coverage User groups News Coverage Awards Discussion groups SMB Customers & Channel Partners 8/30/2009 22
  23. 23. News Coverage Goals Objective: use all media, Press Release, conference calls, personal visits, Feature stories 1. Identify Media resources in each relevant category 2. Using collateral, calls, and other media-savvy techniques get interest of the relevant publications 3. Identify after launch other news-worthy events 8/30/2009 23
  24. 24. Press Releases • BirdsEye Windows product launch • BirdsEye Unix, Linux product launch • Channel partner initiative • Sign up of major partners • Proteligent funding 8/30/2009 24
  25. 25. Product Reviews Use trade publications to get reviews: Use one-on-one interactions including conference calls and personal visits with media contacts 1. Target:Byte, PC Magazine, e-Week & others 2. Using collateral, calls, press release and other media- savvy techniques get interest of the relevant publications 3. Follow-up and give any support required 8/30/2009 25
  26. 26. Word of Mouth” Viral Campaign Use user and discussion groups, email and FAX blasts. Get them to test the product out. Have them write reviews. Goals: 1. Identify and list relevant user and discussion groups (eg APCUG and user-groups.net) 2. Create Proteligent email user-group 3. Develop a periodic newsletter. 4. Follow-up and give any support required 5. Create FAX copy with different versions for different audiences. 6. Identify other “friendly” partners who are willing to send FAXes out on our behalf. 8/30/2009 26
  27. 27. Tradeshows Objective: Participate in targeted trade-shows. Strategy: collect leads, meet customers and members of the press, get awards Goals: 1. Identify relevant tradeshows 2. Explore PC World expo in New York Sep3. 3. Identify other “friendly” partners who can co-locate with 4. Identify other “award-winning opportunities” 8/30/2009 27
  28. 28. Advertising Use limited and carefully monitored advertising as follows: •Paid Search placement • Google • Overture •Based on sales reponse and potential do paid advertising on • Cnets download.com • Other affiliates 8/30/2009 28
  29. 29. Selling & Tactics The price point of BridsEye precludes us from having a direct sales force •The exception will be eg Beta customers and others deemed to have strategic or other value. • BirdsEye’s success will be based on our success at building strong partner relationships •The end user pull will be created through the PR/promotion plans 8/30/2009 29