Rutgers Business School     20/20 Business SolutionsJose Borges             Consulting TeamAdrian CarrionSameer GhanekarKi...
   Executive Summary   Summary of Findings      SWOT Analysis      Competitor Analysis      Market Analysis      Mar...
   Objectives – Sustain & Grow    ◦ Increasing the utilization of your current network    ◦ Growing your network in a cos...
Strengths                                              Weaknesses S                                                   WInd...
The Network Matters                                                  Average                             15     30     45 ...
The Network Matters                                           Weekly                     Loop     15 Second   30 Second   ...
•15 Second SpotsEntourage     •9 Plays Per Hour              •1 MonthAdvertising   •22 Venues              •3,170 Screens ...
Digital Signage is a Better Value Company                  Medium        Rate            Contract                         ...
•Was Very Interested In Establishing ContactThe DSM Group    •Darren Magarro                 •darren@thedsmgroup.com      ...
   Recognize types of    local businesses in    nearby NJ Counties    ◦ Census.gov   Determine which    industries spend...
Breakdown of # of Establishments                      18000                                      by NAICS Code            ...
Breakdown of Revenue ($000s) by                                                            NAICS CodeSales, shipments, rec...
IBISWorld Research
Arts, entertainment, and recreation                                  Establishments by County                      450    ...
# of Arts, Entertainment, and recreations establishments                                                                  ...
Arts, entertainment, and recreation                                                                                  Reven...
$100,000                                                                                                             $150,...
Top 10 Townships comparing             # of Establishments and Revenue Totals$250,000                                     ...
•Ensure POD Digital Displayssales force focuses efforts onthe right:   •Industry                               Track   •Co...
• Primary target market:  • Small and medium size businesses in    Morris and Sussex Counties  • Estimated annual revenues...
The digital advertising network IN your community and FOR your communityUnique Selling Proposition
• Support for the locally owned and  operated• Proximity to the point of sales• Cost effectiveness  • High exposure  • Hig...
BEHAVIOR                           ATTITUDE               KNOWLEDGE   AWARENESSMarketing Communication Objectives
• Product Brochure   Product Website• Event and PR Marketing• Internet Marketing• Social MediaPod Digital Displays Media ...
• Two pages folded brochure with detailed   information about:  • Current POD Digital Displays locations • Pricing competi...
• Website redesign• Focus website on Pod Digital Displays• Define Pod Digital Displays with better images• Include locatio...
Product Website Redesign
• Host business breakfast at the chamber of  commerce in Morristown• Sponsor Morristown farmer market• Continue free adver...
   Optimize internet searches    in Google                                      Social Media     ◦ Currently under digita...
• Sales and Marketing • Get the word out to your target market about POD • Revamp Marketing Communication • Manage a Sales...
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POD Digital Signage 2010.12

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This is a presentation that my team created in our Team Consulting class at Rutgers.

Our project was to analyze a local business, including; their business model, market, competition, risks, and issues.

The results were well received by the client, and our faculty advisor.

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POD Digital Signage 2010.12

  1. 1. Rutgers Business School 20/20 Business SolutionsJose Borges Consulting TeamAdrian CarrionSameer GhanekarKishan PatelAdrian SchwartzFaculty Advisor: Jerry Casarella
  2. 2.  Executive Summary Summary of Findings  SWOT Analysis  Competitor Analysis  Market Analysis  Marketing Communication Analysis RecommendationsAgenda
  3. 3.  Objectives – Sustain & Grow ◦ Increasing the utilization of your current network ◦ Growing your network in a cost effective manner Methodology – Secondary Marketing Research ◦ Library Consultations ◦ Private DB Research ◦ Online Research ◦ Personal Contacts Key Focus Areas ◦ Competition ◦ Target Market ◦ Sales/Marketing ApproachExecutive Summary
  4. 4. Strengths Weaknesses S WIndustry Critical mass deployed/ verifiable Industry  Industry not standardized •New media trends support DOOH industry /Problem with metrics •CAPEx and OPEx are declining as new • Industry needs more aggregating of suppliers emerge networksPOD: Synergies from 20/20 Solutions •Perceived as complicated/experimental •Established network •Lack of recognition •Growing local presence POD Data Mngt (Sales Pipeline) •Dynamic content •Content bundled w/ service •SAAS Model needs improvement •Contract Model Opportunities Threats O T Industry Resistance to growthIndustry Room for growth • Lack of Consolidation •New retail sites outfitted with digital signage from getgo •Advertisers lack resources to interpret metrics from DS/DOOH •Integrated systems/Networked screens •Impact of mobile •Mobile POD Alternate (more familiar) mediaPOD Cross Selling from 20/20 Clients •Lack of available metrics •Limited local competition •Network mostly eateries •Expected growing economy •Low barriers to entry •Connections with aggregatorsSWOT Analysis
  5. 5. The Network Matters Average 15 30 45 60 Loop Average Traffic Per Monthly Loop Occupancy Second Second Second Second Update Company Locations Venues Traffic Venue Impressions Length Rate Slot Slot Slot Slot s Spectrum Medical Health Offices 43 69,966 1,627 48,976 28 min 20% 1 1 1 Daily Nail Salons Bi-Gloss Media & Spas 99 138,600 1,400 131,670 30 min 10% 1 1 1 weekly TUN Universities 179 4,340,683 24,250 1,866,495 10 min 70% 1 1 Weekly Dental Bi-Noble Vision Offices 881 180,605 205 125,983 30 min 10% 1 1 WeeklyPrivate Dental Dental Networks Offices 155 82,770 534 55,800 15 min 25% 1 1 Weekly Itandi Hair & Nail Networks Salons 36 18,000 500 16,920 30 min 70% 1 1 Daily Commuter 4G-TRE Trains 1 81,900 81,900 25,389 30 min 75% 1 1 1 1 HourlySeesaw Competitor Matrix
  6. 6. The Network Matters Weekly Loop 15 Second 30 Second Company Locations Venues Impressions Loop Length Updates CPM CPM VerificationDigital Consumers Eateries 6 180,000 10 min 5 Days $12.50 N/A ArbitronSolutions IncCaptiveyes Eateries 59 209,850 10 min 2 Days $5.00 N/A N/ALabcorp Medical 99 294,030 60 min 3 Weeks N/A $28.00 N/A OfficesWaiting Room Medical 200 374,400 8 min N/A $12.43 $19.90 TransactionsPromotion OfficesDirect Net Eateries 10 528,480 14 min Daily $1.50 N/A N/AMarketingCity Drip Digital Eateries 35 630,000 10 min 2 Days $5.00 $7.00 TransactionsSignageHMN Dental Medical 1,717 927,180 20 min 2 Days $7.00 $12.00 ArbitronNetworks OfficesAMI Eateries 10,051 996,571 1.6 Hours Daily $4.00 N/A NielsonEntertainmentNetworkBoldwater TV Eateries 50 1,235,580 2 Hours Weekly N/A N/A ArbitronSportscape Eateries 904 34,116,960 10 min N/A $7.84 N/A N/ArVue Competitor Matrix
  7. 7. •15 Second SpotsEntourage •9 Plays Per Hour •1 MonthAdvertising •22 Venues •3,170 Screens •$953 + Ad Development (If Requested) •14 LocationsMagnificent •5 Plays Per Hour •20 Second Ads Media •Free Ad Development •3 Month Minimum Contract •$70/Month/LocationCompetitor Product Offerings
  8. 8. Digital Signage is a Better Value Company Medium Rate Contract Length Star Ledger Newspaper $150/week 3 Days Classifieds Local Cable TV $200-$750/ 2-3 Months 30sec Broadcast TV* TV $2,000-$6,000 2-3 Months Local Radio Radio $60-$75/ 30sec Local Media Online $4-$28 CPM Sponsorship AdvertisingAlternate Media Competitors*Source: Spotrunner.com
  9. 9. •Was Very Interested In Establishing ContactThe DSM Group •Darren Magarro •darren@thedsmgroup.com •www.thedsmgroup.com •Biggest Advertising Agency In New Jersey •Sean Black – President JL360 Media •sean@jl360media.com •www.jl360media.com Jena •Pennsylvania Based •Jerry Matese – PresidentCommunications •www.jenacommunications.comMedia Agency Contacts
  10. 10.  Recognize types of local businesses in nearby NJ Counties ◦ Census.gov Determine which industries spend the most on marketing Census IBISWorld Prioritized potential ◦ IBISWorld data Research client list Concentrate sales team on industries and townships which have highest probability to advertise using POD Digital DisplaysMarket Segmentation
  11. 11. Breakdown of # of Establishments 18000 by NAICS Code 16000# of Establishments 14000 12000 10000 8000 6000 4000 2000 0 NAICS Code
  12. 12. Breakdown of Revenue ($000s) by NAICS CodeSales, shipments, receipts, revenue, or $120,000,000 $100,000,000 business done ($000s) $80,000,000 $60,000,000 $40,000,000 $20,000,000 $0 NAICS Code
  13. 13. IBISWorld Research
  14. 14. Arts, entertainment, and recreation Establishments by County 450 400 350 300# of Establishments 250 200 150 100 50 0 Bergen Essex Morris Union Hudson Passaic Sussex Arts, entertainment, and recreation
  15. 15. # of Arts, Entertainment, and recreations establishments by Bergen County townships Hillsdale borough, NJ Ridgefield Park village, NJ Teterboro borough, NJ Saddle Brook township, NJ Wood-Ridge borough, NJ North Arlington borough, NJ Woodcliff Lake borough, NJ Emerson borough, NJ Fairview borough, NJ Lodi borough, NJ New Milford borough, NJ Cliffside Park borough, NJ Norwood borough, NJ Glen Rock borough, NJ Ridgefield borough, NJ Oakland borough, NJ Washington township, NJ Dumont borough, NJ Upper Saddle River borough, NJ Little Ferry borough, NJ Englewood Cliffs borough, NJ Elmwood Park borough, NJ Oradell borough, NJ Rochelle Park township, NJArts, entertainment, and recreation Garfield city, NJ Leonia borough, NJ River Edge borough, NJ Maywood borough, NJ Midland Park borough, NJ River Vale township, NJ Bergen Allendale borough, NJ East Rutherford borough, NJ Old Tappan borough, NJ Bogota borough, NJ Wallington borough, NJ Demarest borough, NJ Montvale borough, NJ Carlstadt borough, NJ Bergenfield borough, NJ Palisades Park borough, NJ Wyckoff township, NJ Franklin Lakes borough, NJ Cresskill borough, NJ Hasbrouck Heights borough, NJ Lyndhurst township, NJ Park Ridge borough, NJ Rutherford borough, NJ Westwood borough, NJ Closter borough, NJ Waldwick borough, NJ Ridgewood village, NJ Fair Lawn borough, NJ Mahwah township, NJ Tenafly borough, NJ Englewood city, NJ Edgewater borough, NJ Paramus borough, NJ Teaneck township, NJ Hackensack city, NJ Ramsey borough, NJ Fort Lee borough, NJ 0 5 10 15 20 25 30 # of Establishments
  16. 16. Arts, entertainment, and recreation Revenues by County $500,000Sum of sales, shipments, reciepts, revenue, or business done $450,000 $400,000 $350,000 $300,000 ($000s) $250,000 $200,000 $150,000 $100,000 $50,000 $0 Essex Bergen Union Hudson Morris Passaic Sussex Arts, entertainment, and recreation
  17. 17. $100,000 $150,000 $200,000 $250,000 $50,000 $0 Newark city, NJ Livingston township, NJ West Orange township, NJ Montclair township, NJ Millburn township, NJ Maplewood township, NJ Bloomfield township, NJ West Caldwell township, NJ Fairfield township, NJ South Orange Village township, NJ Essex Essex Fells borough, NJ Verona township, NJ Glen Ridge borough, NJArts, entertainment, and recreation Cedar Grove township, NJ Revenues – Essex County Roseland borough, NJ Nutley township, NJ Arts, entertainment, and recreation Irvington township, NJ Belleville township, NJ Caldwell borough, NJ North Caldwell borough, NJ
  18. 18. Top 10 Townships comparing # of Establishments and Revenue Totals$250,000 60 50$200,000 40$150,000 30$100,000 20 $50,000 10 $- 0 Summit city, NJ Secaucus town, NJ Newark city, NJ Wayne township, NJ Jersey City city, NJ Hoboken city, NJ Fort Lee borough, NJ Montclair township, NJ Parsippany-Troy Hills township, NJ West Orange township, NJ Arts, entertainment, and recreation Sum of Employer sales, shipments, receipts, revenue, or business done ($1,000) Sum of Number of employer establishments
  19. 19. •Ensure POD Digital Displayssales force focuses efforts onthe right: •Industry Track •County •Township•Mixture of all available Reissue Evaluateinformation •Find which combination works Refine •Sales strategy cycleSales Approach Guide
  20. 20. • Primary target market: • Small and medium size businesses in Morris and Sussex Counties • Estimated annual revenues < 1 million • Expansion to Bergen, Essex, Hudson, Passaic and Union• Secondary target market: • The local community!Target Market
  21. 21. The digital advertising network IN your community and FOR your communityUnique Selling Proposition
  22. 22. • Support for the locally owned and operated• Proximity to the point of sales• Cost effectiveness • High exposure • High repetition • Right offer and right messageSupporting Messages
  23. 23. BEHAVIOR ATTITUDE KNOWLEDGE AWARENESSMarketing Communication Objectives
  24. 24. • Product Brochure Product Website• Event and PR Marketing• Internet Marketing• Social MediaPod Digital Displays Media Plan
  25. 25. • Two pages folded brochure with detailed information about: • Current POD Digital Displays locations • Pricing competitive advantages chart • Promotions: • Free digital ad development • Discount for additional locations • Community involvement and activitiesProduct Brochure
  26. 26. • Website redesign• Focus website on Pod Digital Displays• Define Pod Digital Displays with better images• Include location information and promotions from current Pod advertisers• Add a sales video and pricing competitive advantages chart• Add a green message• Add a self-server option (long term)Product Website
  27. 27. Product Website Redesign
  28. 28. • Host business breakfast at the chamber of commerce in Morristown• Sponsor Morristown farmer market• Continue free advertisements on Pod Displays for pet adoption agencies, missing child advertising campaigns, and other communities events and charitiesEvent and PR Marketing
  29. 29.  Optimize internet searches in Google Social Media ◦ Currently under digital display  Follow Pod Digital Displays ◦ Not under digital on Twitter advertising Add key words for internet  Add Pod Digital Displays to searches in Bing your Facebook friend list Register advertisers in www.NJ.com  Want instance information about POD Digital Displays, its locations, andInternet its sponsorsMarketing
  30. 30. • Sales and Marketing • Get the word out to your target market about POD • Revamp Marketing Communication • Manage a Sales Pipeline• Increase Current Utilization • Add a self-service content management option • Consider alternative contract models • Partner with Advertising Brokerages• Grow the POD Network • Add POD Digital Displays at the Break-Even Point • Utilize Census data to locate new POD locationsOverall Recommendations

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