This document analyzes BookingBug's competitors in the IaaS space like Microsoft, Google, and Amazon Web Services. It also examines indirect competitors that target niche booking and scheduling solutions for small/medium businesses like Eventbrite and BookedIN. The document outlines some of Microsoft and Eventbrite's successful marketing strategies that BookingBug could adopt, such as using student ambassadors to promote the brand or integrating with ticket vendors. It concludes with potential new marketing channels for BookingBug like developer communities, start-up incubators, and targeting personal trainers/gyms.

1. BookingBug Competitor
Analysis
Uchenna David

2. Executive Summary
 Analysis of Indirect SME competitors
 Analysis of Direct Enterprise Competitors
 Analysis of BookingBug

3. BookingBug Competition
 BookingBug has many Large Enterprise Competitors in the IaaS (Infrastructure
as a Service) space mainly Microsoft Cloud Solutions, Google and Amazon web
services. Large and direct competitors include IBM PowerHA SystemMirror and
HP Service Guard.
 Though there have been many companies to break into the space with
companies such as Dropbox, SAP and Shopify.
 BookingBug also has a variety of indirect competitors who target niche
bookings and scheduling solutions for SME mainly: Eventbrite, Sage and
BookedIN.

4. Microsoft
 Microsoft employs over 200 student ambassadors across the world and with at
least one in every major UK University Campus to promote the Microsoft
brand and products amongst their peers.
 Microsoft has its own product ecosystem drawing in users of products to
encourage them to use other products, sticking to the brand.
 Microsoft has a very strong presence in the Hardware, Software and Cloud
space. They feature in almost every major technology event.
 The Microsoft SEO is driven by the content on its webpages, blogs and
multiple branches of its Social media channels.
 Microsoft products are moving toward universal compatibility with its
competitors in an effort to increase usability and to attract their competitors
users.

5. What BookingBug can take from
Microsoft Marketing Strategies
 The use of Ambassadors. This strategy can help promote BookingBug to a
constant growing potential consumer base. One way to target the optimum
user in this strategy is to target society secretaries with free or first month
free deals. This will spread the BookingBug brand to all student who have
signed up to the society with constant event, meeting and appointment
reminders.
 Content Driven Search Engine Optimisation. BookingBug has already
incorporated some of this strategy, with forums, the blog and on social media.
On way to improve this is how Microsoft have student bloggers, external
bloggers and many webpages to increase their online searchable presence.

6. Eventbrite
 Eventbrite uses Widgets/Frames, allowing users to incorporate ticket booking
onto their webpages. Using their clients as marketing and brand awareness
outlets.
 Many SME event businesses use Eventbrite as a ticketing solution to their
websites and social. Eventbrite uses their own website as a place to search
for local events from their collection of client events.
 Eventbrite tweet and share content from events where they network with
similar companies, they gain presence in these companies twitter space and
amongst the companies followers.

7. What BookingBug can take from
Eventbrite Marketing Strategies
 Use webpage as a listing page for events and booking of clients. Allowing web
users to search booking events, confirm attendance and obtain booking
details. This will attract users to the site and provide sticky content for users
to browse through to spend more time on the website.
 Integrate a ticketing company e.g. Eventbrite, Ticketmaster or Stubhub with
BookingBug. Attracting users searching for events to interact with the brand
and gain familiarity with BookingBug products.
 Provide web design tutorials for clients on how to build a webpage. Eventbrite
provides this for Event webpages and ‘how to promote events’. BookingBug
can provide tutorials and information on how to ‘keep people to schedule’
and ‘design awesome booking pages’.

8. What competitors can take from
BookingBug Marketing strategies
 Brand Blog. BookingBug has an impressive brand blog with plenty of content
about and how to use BookingBug. Adding general up to date content about
the IaaS, using external writers and even content on competitors can widen
the search results and brand recognition.
 Social Media. BookingBug has an up to date social media strategy which not
only provides its audience with cool content but also engages with them too
by asking questions. One way add to this is to create multiple social media
channels such as BookingBug CRM and BookingBug Careers. Retweeting
relevant content between the two engaging with different audiences.
 Widgets. Technically part of the BookingBug product, this tool allows
BookingBugs clients to promote their product for them. (logo on the can).

9. BookingBug Potential Marketing
Channels
 Web and App developer community marketing or sponsoring at Hackday
events. Providing food and prizes for partakers in exchange for developing on
the BookingBug API potential upcoming events include App World Europe and
The Wearable Technology Conference and Expo.
 Another strategy would be to promote to start-up incubators, University
Enterprise centres and Start-up capital centres to reach the future SME.
 Improvement of presence on Iaas Comparison Websites.
 University Accommodation Landlords. University Lectures and MOOC Classes.
 Personal Trainers, Gyms, sporting events. Salon and Spa appointments.

10. Thank You