An idea for internal business cimmunication app

1. Key Account
Management
Companicator

2. Table of contents
1) Our product
2) Unique features
3) Marketing Mix
4) SWOT Analysis
5) TOWS Analysis
6) Segmentation
7) Targeting
8) Positioning
9) Recommendations
2

3. OUR PRODUCT
• Mobile application that is specially
designed to facilitate
communication in large corporate
firms

4. Unique features
Video conference
option
Translation of speech
to desired language
Blackboard option to
write out explanations
Mobile transfer of
documents using cloud
(access restricted, can
only be opened with
fingerprint)
Discussion boards for
employees
Employee and
manager schedules
Information alerts on
changes in policies
and goals; Information
alerts from managers

5. Schedule of development
• March 2012 - Idea
• April 2012 - Market study and proposition to more than 1000 companies
• May 2012 - Definition of goals and MVP
• June 2012 --> July 2012 - Creation of the company
• August 2012 --> September 2012 - Phasis of hiring developers and chiefs of project
• October 2012 --> November 2012 - Proposition of the idea to more than 1000 companies and
creation of the contracts
• December 2012 --> May 2013 - Development of the application on Android and IOS and the
website
• June 2013 --> July 2013 - Release of Bêta version and first tests
• August 2013 --> September 2013 - Release of version 1.0
• October 2013 --> February 2015 - Test of version 1.0 on real market, fixation of bugs, release of
version 2.0
• March 2015 - Proposition to the « Big Four »

6. Technical and financial
data
• Capital 5 000 000 USD
• Android and IOS platforms
• 155 companies phasis of test (86% of satisfaction)
• Price per employee --> 50 USD (revenues 387 500 USD)
• After phasis --> 120 USD per employee
• Team of 50 developers during 6 months
• 45 developers --> 4 000 USD per person (1 080 000USD)
• 5 project chiefs --> 5 000 USD per person (150 000 USD)
• 35 people working permanently
• Team of 20 developers permanent
• 4 500 USD each (1 080 000 USD per year)
• Team of 15 people (Marketing and Financial)
• 3 500 USD each (720 000 USD per year)
• Price of our 2 year license for a « Big Four » --> 11 000 000 USD

7. Marketing Mix
• Price
• 80 USD per employee
• Between 162 000 and 210 400 employees
• Product
• Mobile application
• 2 platforms: IOS and Android
• System of license
• 24h support and 10min max answer
• Available in more than 155 countries and 20 languages
7

8. Marketing Mix
• Place
• « Big Four » --> KPMG, E-Y, PwC, Deloitte
• More than 160 000 employees each
• Phones
• Promotion
• Test phasis
• Professional website
• Professional magazines
• LinkedIn (professional networks)
• Exhibitions

9. Strengths
- - High customization
- Development platforms are easy to use
- Internet connectivity not restricted to wifi.
Can use EDGE, 3G, 4G, and WAP
-Talent capable of developing new
applications
Weaknesses
- New entrant, lack of brand awareness
- Concern about basic device and data
security
- Employees need to learn new operating
system
Opportunities
- Growing market (huge demand)
- Spending on mobile app is going to double in
2017 in contrast to 2012; 26 bil to 53 bil
- Speed of content distribution
- Cost savings over paper, postage and
distribution
- Engagement levels
Threats
- High marketing costs
- Strong competition
- Market is changing ; new technologies
SWOT

10. TOWS Analysis
• Focus on R&D to develop new apps or improve
existing ones
• high customization and personalization makes our app more
attractive than competitors’ ones
• by building a strong brand and advertising through
professional social networks we can reduce marketing costs
• by keeping clients, we reduce cost of enrolling new
customers
• growing investment into the market can help us develop highly
secure apps and enroll more talents
• Provide training
• invest in R&D

11. Segmentation
Deloitte has more than 210,000 professionals at member firms
delivering services in more than 150 countries and territories
Professional Service Industry
Big Four’s (Deloitte, Kpmg, PWC, EY)
Organizations with more than 100,000 employees
Large scale operations
Deliver Services in more than 50 countries

12. 0
50,000
100,000
150,000
200,000
250,000
Deloitte PWC EY Kpmg
Number of Employees
Number of Employees

13. Targeting
• Concentrated marketing
• Focused website to present our offer
• Possibility of contacting us for a test phasis or trial
• 2 years license
• Audit companies, lawyiers cabinets, financial
structures
13

14. Positioning
I. The Target
• Big 4 – EY, KMPG, Deloitte, PwC
• Largest international professional services networks,
offering consulting, audit, tax, advisory, legal services, etc.
• International offices located all around the globe
• Yearly revenue: around $25 bn
• Strong need to ensure effective internal communication to
deliver outstanding services
• Size: over 100, 000 employees

15. Positioning
II. The
universe of
references
Competitors:
• TheEmployeeApp
• Bitrix 24
• Microsoft Lync
• Slack
• Skype

16. Positioning
• Why Customers Are Interested?
- Trying to improve operations
- Focused on sustainable development
- Looking for cost-effective solutions
- Striving for competitive advantage

17. Positioning
III. Distinctive points
• Benefits for clients:
- Deliver better services
- Cut costs
- Increase revenues
• Benefits attached to a product feature
- Improve communication between departments
- Ensure secure information flow

18. 1.
• Test the app on smaller companies
before offering it to our key account
clients
2.
• Implement a trial period where the
app is available for a discounted
price
3.
• Have in place training sessions for
managers and employees
Recommendations

19. Recommendations
4.
• Focus on sustainable development
5.
• Offer an additional feature which
handles business trip scheduling and
planning
6.
• Propose a 24h support in order to meet
all demands
7.
• Hire our own team of developers

20. References
• "The Power of Corporate Communications on Mobile Apps." Mag+. N.p., n.
• "Facts & Figures | Deloitte US | About Deloitte." Deloitte United States. N.p.,
• "Just Launched: A Brand New Self-service Employee App! Visit
Www.theEMPLOYEEapp.com to Find out More!" TheEMPLOYEEapp « Corporate
Communications App for IPhone, IPad and Android – TheCOMMSapp. N.p., n.d.
• "Face-to-face Versus Computer-mediated Communication: Exploring Employees'
Preference of Effective Employee Communication Channel." Face-to-face Versus
Computer-mediated Communication: Exploring Employees' Preference of Effective
Employee Communication Channel. N.p., n.d.
• "Mobile Business Apps Market to Reach $53bn in 2017 – Strategy Analytics |
Information Age." Mobile Business Apps Market to Reach $53bn in 2017 – Strategy
Analytics | Information Age. N.p., n.d.