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Mktg 445- Client Presentation

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This is my team's final client presentation for the business consulting class at the University of Washington. The majority of the quarter was spent analyzing the company (in every sense of the word) and creating a marketing plan for them to utilize. This presentation is the cumulation of three months and represented a large portion of my team's grade.

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Mktg 445- Client Presentation

  1. 1. Alex Diaz | Crystal Fong | Jeff Ka | Suzy Parikh | Dale Wilson
  2. 2. Objective B2B Online TargetIntroductions Marketing Presence Industries Financials Execution Conclusion
  3. 3. AgendaIntroductionsBusiness-to-Business MarketingOnline PresenceTarget IndustriesFinancialsExecutionConclusion
  4. 4. Conferences Global Gaming Expo Microsoft SharePoint Casino Marketing (G2E) Conference Conference B2B Online TargetIntroductions Marketing Presence Industries Financials Execution Conclusion
  5. 5. B2B Marketing B2B Online TargetIntroductions Marketing Presence Industries Financials Execution Conclusion
  6. 6. CRM 1 Store client information 2 Track employee correspondence 3 Research start-up companies B2B Online TargetIntroductions Marketing Presence Industries Financials Execution Conclusion
  7. 7. Online Presence Search Social Website Engine Media Optimization Marketing (SEO) (SMM) B2B Online TargetIntroductions Marketing Presence Financials Execution Conclusion Industries
  8. 8. Website Research Findings B2B Online TargetIntroductions Marketing Presence Financials Execution Conclusion Industries
  9. 9. SEO Research Findings Idea Entity B2B Online TargetIntroductions Marketing Presence Financials Execution Conclusion Industries
  10. 10. SMM Research Findings B2B Online TargetIntroductions Marketing Presence Financials Execution Conclusion Industries
  11. 11. Target Industries What new industries have a SharePoint need? How SharePoint can be used within these industries? B2B Online TargetIntroductions Marketing Presence Industries Financials Execution Conclusion
  12. 12. Target Industries University and Beverage Franchise College B2B Online TargetIntroductions Marketing Presence Industries Financials Execution Conclusion
  13. 13. University and Beverage Franchise College Constantly Information shared changing product Geographically across numerous lines, large number dispersed offices departments of clients Supply chain Website Creation, Communication management, Collaboration and performance Customer service Portal tracking tracking Shoreline Coca-Cola Legal Services Community College B2B Online TargetIntroductions Marketing Presence Industries Financials Execution Conclusion
  14. 14. Financials Highlights: Good: 2011 Net Income of $51,426 No Debt Quick Ratio of 2.33 B2B Online TargetIntroductions Marketing Financials Execution Conclusion Presence Industries
  15. 15. Financials Revenues: 2011 2010 2009 2008 Service Revenue 7,138,562 7,086,134 6,225,812 4,213,945 Product Revenue 60,000 0 0 0 Other 36,503 10,865 9,610 22,629 Total Revenues 7,235,065 7,096,999 6,235,423 4,236,575 Revenue Revenue Growth Rate $7,500,000 50.50% $7,000,000 $6,500,000 40.50% $6,000,000 30.50% $5,500,000 $5,000,000 20.50% $4,500,000 $4,000,000 10.50% $3,500,000 $3,000,000 0.50% 2008 2009 2010 2011 2008-2009 2009-2010 2010-2011 B2B Online TargetIntroductions Marketing Financials Execution Conclusion Presence Industries
  16. 16. Financials Revenues: 2011 2010 2009 2008 Gross Profit Margin Service Revenue 7,138,562 98.7% 7,086,134 99.8% 6,225,812 99.8% 4,213,945 99.5% 50.00% Product Revenue 60,000 0.8% 0 0.0% 0 0.0% 0 0.0% 45.00% Other 36,503 0.5% 10,865 0.2% 9,610 0.2% 22,629 0.5% 40.00% Total Revenues 7,235,065 100.0% 7,096,999 100.0% 6,235,423 100.0% 4,236,575 100.0% 35.00% Cost of Goods Sold Direct Labor - Client Site 3,330,378 46.0% 3,013,121 42.5% 2,807,739 45.0% 1,380,168 32.6% 30.00% Direct Subcontractors 2,007,607 27.7% 1,965,809 27.7% 1,462,747 23.5% 998,451 23.6% 25.00% Other 36,450 0.5% 200,475 2.8% 0 0.0% 0 0.0% 20.00% Total COGS 5,374,436 74.3% 5,179,406 73.0% 4,270,486 68.5% 2,378,619 56.1% 15.00% Gross Profit 1,860,630 25.7% 1,917,593 27.0% 1,964,937 31.5% 1,857,955 43.9% 2008 2009 2010 2011 B2B Online TargetIntroductions Marketing Financials Execution Conclusion Presence Industries
  17. 17. Financials • Decreasing Revenue Growth Concerns • Decreasing Profit Margins • Financial stability to take on Solutions new projects • Expand into new markets B2B Online TargetIntroductions Marketing Financials Execution Conclusion Presence Industries
  18. 18. Implementation Primary Objectives Secondary Objectives B2B Online TargetIntroductions Marketing Financials Execution Conclusion Presence Industries
  19. 19. Implementation Timeline Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 March June Sept Dec March June Web Presence SMM SEO Website Join Organizations Evaluate SharePoint B2B Marketing Conference Casino Marketing Seattle Intelligence Conference Conference LinkedIn Advertising Create CRM Database CRM Update CRM Database B2B Online TargetIntroductions Marketing Financials Execution Conclusion Presence Industries
  20. 20. B2B Online TargetIntroductions Marketing Financials Execution Conclusion Presence Industries
  21. 21. Q&A
  22. 22. Q&ABusiness-to-Business Marketing Financials  Conference Financials Statement  LinkedIn Ads Cost Estimates  CRM ExecutionOnline Presence Timeline  Web Analysis Table Balanced Scorecard  Web Recommendation  SEO  SMM  Facebook  Blog  Idea Entity Web SiteTarget Industries Beverage Coca-Cola Case Study
  23. 23. Cost EstimatesLinkedIn Advertising: $10 per advertisement per day x 15 advertisements $150 per day x 30 $ 4500 per monthConference Fees: $ 400 per conferenceCRM Licensing: $44 per user per month x 5 users $200 per month
  24. 24. Idea Entity Comparative Income StatementStatement Type:Statement Date: Income Statement Unaudited 12/17/11 ($000) % Unaudited 12/31/10 ($000) % Unaudited 12/31/09 ($000) % Unaudited 12/31/08 ($000) %Revenues: Service Revenue (Staffing & Software) 7,138,562 98.67% 7,086,134 99.85% 6,225,812 99.85% 4,213,945 99.47% Product Revenue 60,000 0.83% 0 0.00% 0 0.00% 0 0.00% Other 36,503 0.50% 10,865 0.15% 9,610 0.15% 22,629 0.53% Total Revenues 7,235,065 100.00% 7,096,999 100.00% 6,235,423 100.00% 4,236,575 100.00%Cost of Goods Sold Direct Labor - Client Site 3,330,378 46.03% 3,013,121 42.46% 2,807,739 45.03% 1,380,168 32.58% Direct Subcontractors 2,007,607 27.75% 1,965,809 27.70% 1,462,747 23.46% 998,451 23.57% Other 36,450 0.50% 200,475 2.82% 0 0.00% 0 0.00% Total COGS 5,374,436 74.28% 5,179,406 72.98% 4,270,486 68.49% 2,378,619 56.14% Gross Profit 1,860,630 25.72% 1,917,593 27.02% 1,964,937 31.51% 1,857,955 43.86%Expenses: Payroll Taxes 386,005 5.34% 58,540 0.82% 62,366 1.00% 739,108 17.45% Insurance 157,977 2.18% 203,705 2.87% 165,442 2.65% 179,788 4.24% Employee Benefits 179,068 2.47% 209,378 2.95% 136,054 2.18% 79,665 1.88% Recruiting 33,884 0.47% 23,691 0.33% 21,777 0.35% 26,190 0.62% Depreciation 0 0.00% 19,384 0.27% 14,636 0.23% 0 0.00% Non-Billable Overhead 526,710 7.28% 685,565 9.66% 710,468 11.39% 629,854 14.87% Marketing 26,674 0.37% 12,246 0.17% 2,960 0.05% 1,000 0.02% Other 498,943 6.90% 562,181 7.92% 454,966 7.30% 340,689 8.04% Total Expenses 1,809,260 25.01% 1,774,691 25.01% 1,568,669 25.16% 1,996,294 47.12% Operating Income 51,370 0.71% 142,902 2.01% 396,268 6.36% -138,339 -3.27% Total Other Income (Expenses) 57 0.00% 1,866 0.03% 6,704 0.11% -635 -0.01%Net Income 51,427 0.71% 144,768 2.04% 402,972 6.46% -138,974 -3.28%
  25. 25. Idea Entity Comparative Balance SheetStatement Type:Statement Date:Assets: Balance Sheet Unaudited 12/17/11 ($000) % Unaudited 12/31/10 ($000) % Unaudited 12/31/09 ($000) % Unaudited 12/31/08 ($000) % Current Assets: Cash and Equivalents 317,614 31.53% 216,167 20.00% 221,465 24.75% 220,296 36.25% Accounts Receivable 393,648 39.08% 611,851 56.60% 412,834 46.14% 276,318 45.47% Deposits 9,800 0.97% 8,300 0.77% 8,300 0.93% 0 0.00% Prepaid Expenses 53,877 5.35% 0 0.00% 0 0.00% 0 0.00% Other 0 0.00% 65,299 6.04% 134,425 15.02% 75,202 12.38% Total Current Assets 774,939 76.94% 901,617 83.40% 777,024 86.85% 571,815 94.10% Fixed Assets: Computer Equipment 151,573 15.05% 111,827 10.34% 87,232 9.75% 59,127 9.73% Software 2,732 0.27% 0 0.00% 0 0.00% 0 0.00% Total Fixed Assets: 154,305 15.32% 111,827 10.34% 87,232 9.75% 59,127 9.73% Less Accumulated Depreciation 55,569 5.52% 55,569 5.14% 37,931 4.24% 23,296 3.83% Net Fixed Assets 98,736 9.80% 56,257 5.20% 49,300 5.51% 35,831 5.90% Other Assets: Europe Expansion 133,570 13.26% 123,146 11.39% 68,398 7.64% 0 0.00%Total Assets: 1,007,244 100.00% 1,081,020 100.00% 894,722 100.00% 607,646 100.00%Liabilities: Current Liabilities Accounts Payable 165,597 16.44% 102,814 9.51% 124,709 13.94% 108,633 17.88% Credit Cards 22,273 2.21% -544 -0.05% 0 0.00% 50 0.01% B&O Taxes Payable 96,423 9.57% 198,179 18.33% 70,199 7.85% 48,199 7.93% Accrued Salaries & Wages 0 0.00% 96,756 8.95% 122,151 13.65% 109,243 17.98% Payroll Liabilities 45,501 4.52% 11,821 1.09% 14,128 1.58% 161,942 26.65% Other 3,000 0.30% 0 0.00% 19,500 2.18% 32,014 5.27% Total Current Liabilities 332,794 33.04% 409,027 37.84% 350,686 39.19% 460,082 75.72%Total Liabilities: 332,794 33.04% 409,027 37.84% 350,686 39.19% 460,082 75.72%Equity: Capital Stock 5,000 0.50% 5,000 0.46% 5,000 0.56% 5,000 0.82% Distributions -68,317 -6.78% -16,811 -1.56% -6,500 -0.73% -51,476 -8.47% Paid in Capital 23,500 2.33% 23,500 2.17% 23,500 2.63% 23,500 3.87% Retained Earnings 714,268 70.91% 660,305 61.08% 522,036 58.35% 170,540 28.07%Total Equity: 674,451 66.96% 671,994 62.16% 544,036 60.81% 147,564 24.28%Total Liabilities & Equity: 1,007,244 100.00% 1,081,021 100.00% 894,723 100.00% 607,646 100.00%
  26. 26. Idea Entity Calculated Ratios Financial Ratios Industry AveragesaStatement Type: Unaudited Unaudited Unaudited Unaudited IT Services StaffingStatement Date: 12/17/11 12/31/10 12/31/09 12/31/08 (All) (All)EBITDA 52,430 164,340 418,389 -108,474EBITDA Margin 0.72% 2.32% 6.71% -2.56% 5.20% 1.60%Gross Margin 25.72% 27.02% 31.51% 43.86% 76.30% 44.00%Operating Expenses 25.01% 25.01% 25.16% 47.12% 73.60% 42.90%Operating Income 0.71% 2.01% 6.36% -3.27% 2.70% 1.10%Net Profit Margin 0.71% 2.04% 6.46% -3.28% 1.50% 0.60%Liquidity RatiosCurrent Ratio 2.33 2.20 2.22 1.24 1.67 1.68QuickRatio 2.33 2.20 2.22 1.24 1.36 1.31Accounts Receivable Days 19.59 31.04 23.83 23.48 51 26Accounts Payable Days 11.09 7.15 10.51 16.44DebtRatiosDebt-Equity Ratio 0.49 0.61 0.64 3.12 1.53 1.09aAverages obtained from HooversOnline
  27. 27. Balanced Scorecard Strategy Objective What will be Target Goals If target goals are measured not met, what new initiatives should be undertaken?Customer -Differentiate -Find out how the -Number of -Qualify 4-8 leads - Re-evaluate the themselves by their company compares qualified leads per month customer’s SharePoint services within the industry objective -Sales Closing Rate - 25% Sales Closing -Discover their Rate (1-2 new sales - Consider target clients -Retention Rate per month in additional services SharePoint services) besides SharePoint -100% RetentionInternal -Deliver quick and -Develop solutions -Customer - Gain above 90% - Follow-up with innovative solutions based on Satisfaction Rate Customer overall discussion comprehensive Satisfaction Rate for improvement industry knowledge and creativityFinancial -Increase Profit -Increase Revenues -Amount of revenue -$12 million in one - Re-assessPerspective Margin from SharePoint year profitability of services -$50 million in five SharePoint years development
  28. 28. Website Comparison Table
  29. 29. Website Recommendation • Implement call to action • Create and upload more case studies • List quantified results • Add a "SharePoint Services" tab B2B Online TargetIntroductions Marketing Presence Financials Execution Conclusion Industries
  30. 30. Beverage – Coca Cola Case StudyIssues –• Mobile staff• One-way, push-down communicationSolution –• Employee portal• Employees can leverage SharePoint team sitesBenefits• Place of action• Centralize info and data• Difficult to find files, but now it is all shared• Helps security - control access to info• Drives effectiveness and efficiency
  31. 31. Online Presence - Blog
  32. 32. Online Presence - Facebook
  33. 33. B2B Marketing – LinkedIn Ads
  34. 34. Online Presence – Idea Entity Website

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