1. The Essentials of Strategic
Consulting
for SMEs
Case study « GREEN WATER »
Navin
Agarwal

2. Analysis of targeted markets
and associated key success
factors

3. Targeted markets, factors of influence and KSF
Clients needs and Key Success Factors (KSF) of
the SBA
Within 20 years, the water world demand could
increase by 650%
Save The demand of water is set to increase
Water as a Increase awareness among communities to have
resource judicious use of water
Sporting authorities to decrease the use of water
Clien Private gardens need automatic watering equipment
owing to the shortage of water
t
Water remains an important expenditure: 42% of the
Need sums invoiced in 2006 by the services of water and
Save sanitation are supported by communities
s Expense Drinking water used for irrigation which is expensive
on Water The lawn, which accounts for 15% of gardening
business, represents the most consuming water zone in a
garden
Watering represents an important expenditure in the
market of private gardening

4. Targeted markets, factors of influence and KSF
Clients needs and Key Success Factors (KSF) of
the SBA
KSF to be managed
 To provide remote watering solutions to both individual and
institutions
 Remote monitoring and maintenance without human intervention.
GPRS and SMS based solution to enable easy management
Products/Servi
remotely
ces  Customized solution for various categories i.e. Lawn, Landscaping,
Sporting, Agriculture etc.
Design, Set up Information system to inform people about the benefits of
production, the solutions.
and  Differentiated Pricing for different customers
marketing of Price  People with second homes have higher incomes.
a solution of  Institutions and luxury sports will pay premium.
 Farmers may not pay premium
remote
 Turn Key projects- Providing end to end solutions to the customer
monitoring  Reaching out to the Landscaping Designers and be a partner in
for automatic their assignments.
watering Distribution/Sal  Partner the ground monitoring agencies in the various sports
systems via es Team up with irrigation system suppliers for agriculture to provide
the automated solutions. Target the concentrated regions.
Internet and Team with sporting bodies to encourage use of the system by the
GPRS affiliated members
 Communicating directly to the owners of second homes
(Pensioners) by sending them newsletters.

5. Strategic positioning of the
company

6. Strategic positioning of GREEN WATER
project
Synthesis of Market Analysis
Solution of remote monitoring for automatic Attractivene
watering ss
Clients, The Targeted applications are multiple. Customers’
awareness on the importance to save water has grown
targeted significantly. External factors(sustainable development,
5
Markets environmental quality, cost savings ) are favorable.
 Programming devices for lawns represent 18,3 million
euros whereas the connections and terminals account for 4
30,4 million euros, i.e. 6% of the lawn market
Contingenci  90% of the French have a gardening space (garden,
terrace and balcony) and 60% of the households have a
es, 4
garden. Only 4% of private gardens are equipped with
Opportunitie systems of integrated watering.( Beginning of the Industry
s & Threats Life Cycle)
 Between 2001 and 2006, the turnover of landscaping 4
companies has increased of 28% to reach 4,3 billion euros
(Development of the Related Industry Life Cycle)
Large and the contractual suppliers offer serious
Competition
competitions. The maintenance contracts offered by them is 2
s competitive too.
An overall value chain with the development, distribution and 5
Types of

7. Strategic positioning of GREEN WATER project
Key Success Factors of Franchise SBA
GREEN
KSF to be managed WATER Comments
project
 Provide remote watering solutions to both individual and 5  Core of the Project
institutions
 Remote monitoring and maintenance without human
Product intervention. GPRS and SMS based solution to enable easy 4  Core of the Project
management remotely
s/Servic  Customized solution for various categories i.e. Lawn, 5  Differentiated
solution es Landscaping, Sporting, Agriculture etc. offerings
of Set up Information system to inform people about the 3
remote benefits of the solutions.  On demand
monitori Information
ng for  Differentiated Pricing for different customers 4  Concept of the
automat  People with second homes have higher Project
ic incomes.
Price  Institutions and luxury sports will pay
watering
System premium.
 Farmers may not pay premium
s:
Ranking  Turn Key projects- Providing end to end solutions to the 3  Concept to be work
of customer out
 Reaching out to the Landscaping Designers and be a 4
GREEN
partner in their assignments.  Important partnership
WATER Distribut  Partner the ground monitoring agencies in the various 3
Project ion/Sale sports 4  Important partnership
vs KSF s Team up with irrigation system suppliers for agriculture to  Important partnership
provide the automated solutions. Target the concentrated 3
regions.  Important partnership
Team with sporting bodies to encourage use of the
system by the affiliated members

8. Strategic positioning of GREEN WATER project
Assets/Attractiveness Matrix
Strengthen assets
5 Maintain
Search for alliances
Strengthen assets positioning by all
or
and invest to grow SBA means
exit
(challenger) GREE (winner)
(dilemma)
N
WATE
0 Exit Maximize R Improve 5
progressively profits carefully Positioning
(risk) (acceptable) (supporter)
Exit
Exit and Double the
progressively
disinvest betting or exit
(risk)
(looser) (dilemma)
0

9. Strategic Choices and
Formulations

10. Strategic Choices of GREEN WATER project
Scenarios
Strategy 1- Direct Selling to Institutions and
Individuals
Product/Servic Pricing Commercializati Communicatio Associated
es Policy on n Marketing Means
Direct Selling • Premium • Direct Sales by • Product • 8 person for
of customized Pricing since Agents especially for brochure The
solutions to the product will landscaping • e commerce landscaping
be used by business which has website with and second
Institutions and
institutions in a large no. of virtual process home clients
Individuals growth stage or players. implementation •1
high worth • Since large sales and calculation of relationship
individuals. agents required ROI executive for
• However therefore its better •Sponsors of local tie up with
pricing has to to have commercial sporting events or sporting
take into agents for pre sales environmental bodies and
account and then follow up conservation/awa environmenta
competition by company agents reness drive l agencies
• Referencing by • Advertising and/or NGOs
landscape Budget • 2 Person for
designers, sporting magazines technical
bodies, water support and
conservation maintenance,

11. Strategic Choices of GREEN WATER project
Scenarios
Strategy 2- Selling through gardening and landscaping
designers
Product/Servic Pricing Commercializ Communicati Associated
es Policy ation on Marketing Means
Selling • Bundled • Provide • Product • Bundled
through Pricing- The commercial brochure offerings
gardening and premium contracts to • Affiliated • 1 relationship
pricing can be designers marketing executive to
landscaping
charged for • e commerce forget
designers servicing • Distribution website with partnerships with
contracts virtual process these agencies
implementation •1 relationship
and calculation executive for tie
of ROI up with sporting
•Sponsors of bodies and
local sporting environmental
events or agencies and/or
environmental NGOs
conservation/aw • 2 Person for
areness drive technical support
• Advertising in and

12. Strategic Choices of GREEN WATER project
Example of matrix of Scenarios
Scenario Offerin Risk Coherence Pertinence Acceptabilit Operability Feasibility Total
market culture, USP, y Technical Need for
g growth, values, will sustainabili delay of means, financing,
technological and ty ROI, impact HR, breakeven
ruptures, reference of on schedule of point,
competition framework positioning shareholde implementa availability
of the coherence rs tion of
leader of value resources,
chain cash flows
S1: Direct
Selling of 4 2 2 2 2 3
Direct customiz
Sale ed Frontal XXX Direct Delay of Rather Around 150 1.8
solutions reactions wishes to control of ROI on short K€
to from directly the relation sales force delay of commercial
Institution competition sales in the with end- and recruitment expenses
s and market users marketing ,
Individual efforts immediate
s compensat implementa
ed by a tion
higher
margin
S2: Selling
through 2 4 2 2 3 3
Sale gardening
throug and No Frontal Does not Relative Shorter Delay of Around 100
landscapi reactions Match with risk of ROI on contractuali K€
h ng from XXX losing sales force sation commercial 2.7

13. Proposal of detailed action plan
for implementation of selected
scenario

14. Implementation Plan of GREEN WATER project
Operations Q1 Resp Q2 Resp Q3 Resp Q4 Resp
• Contact
• Contract
landscaping
Finalisations
designers and • Deployment
with
Commercial/ sporting agencies.
landscaping •Deployme
at additional
• Selection and 1st landscape
sales JNS+ and sports JNS + nt at
contacts Sales and also at Sales
administratio DA bodies Legal around 20
with other around 10
•Drafting locations
n installing agents
contract of
second
•Formalization of homes
guarantee and
distribution
service
contract
• Sale force • Creation of •
communications Web site with Advertising • Leveraging
Marketing / • Designing virtual in JNS through
JNS +
Communicati Affiliated JNS deployment
Sales
magazines + advertisement JNS
marketing • Sponsoring • Targeting Sales s in soccor
on
campaigns environmental pension games
events fairs
• Drafting of sales • Recruitment
rep & relationship of Sales • Hiring of
executive job JNS representative additional
HR description and
JNS
sales
JNS
• Publishing relationship executives
executive
Product and • Remote
• Easily
maintenance
process • Ease of
JNS customizable JNS
solutions
R&D operations

15. Thank You