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Consulting project for MBA program - analyzed new Denver startup and gave recommendations for target market and growth strategy

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  • Now that I'm actually working with Propadoo.com with their business development, I'm happy to see that this MBA presentation had some great points! It gets a lot of interest by service professionals that rely on customer testimonials and referrals to build their business. But the great thing is that even large businesses are using Propadoo in-house and with their customers, and it is being resold and being combined with larger service packages. There's nowhere to go but up for Propadoo!
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  • Our relevant experienceWe have been analyzing Propodoo for the past month as well as the entire social media segmentWe see the potential for Propadoo to be a market leader in the online testimonial
  • Propadoo should focus on targeting the service professional. By focusing on this segment our projections show that the company can increase their revenue by …. and increase their market share the most quicklyThis segment offers the best opportunity for growth and revenue, Propadoo’s value proposition targets this segment as they are reliant on references and often are not fully web optimized.Our plan fulfills their need and helps Propadoo approach this niche market to obtain market share and gain exposure.
  • Pulling together customer testimonials and references is not easy, seems like a last resort with day-to-day business.Managing and promoting recognition content is still being done in a Web 1.0 wayThe process is fragmented and inefficientHarder for companies without solid web presenceTestimonials Old School- Wait for the occasional letter/email from a happy customer or verbally request - Testimonials usually end up in someone’s email folder, not shared or promoted- Promotion is cumbersome, static & lacks credibilityPutting on website is cumbersomeTestimonials are staticKnow very little about sourcesReferences Old School“Does anyone have a good reference or two for me to use?” Scrambling to find one, emailing the other sales repsNobody keeping track of the number of contacts per referenceRely on prospect to get a hold of references before competition closes deal
  • Testimonials are often used as a proxy for word-of-mouth on web pages, email marketing, and printed material.
  • Here’s where Propadoo enters – their value proposition is this, their current customers are thisHelps companies collect and show proof of their positive feedback in order to increase conversions and ROI on the site. A “positive recognition curator” and the turn-key solution to gather positive feedbackThere are plenty of avenues to use to tell companies what they're doing wrong, but Propadoo offers an avenue to tell companies what they're doing right.
  • Customers are a wide variety of firms – originally the company thought that they would be most adopters would be tech savvy companies Used for a variety of usesUnsure of what to focus on and where to place marketing dollars
  • Customers are a wide variety of firmsUsed for a variety of usesUnsure of what to focus on and where to place marketing dollars
  • We’re going to explain what this segment is, why you’re valuable to them, and why it’s valuable to you
  • Compared to large businesses:larger businesses tend to allocate a greater percentage of their budget to trade shows, email marketing and direct mail. Other categories show a nearly identical distribution of spend
  • The company or professionalcan use their propadoo page as another main web presence, or as their main homepage if they don’t have a quality or usable site. In addition, they can build quality content on their social media sites as the testimonials are automatically streamlined to them.
  • Mention what part of the pricing matrix should we focus on for the service-professionalsFew bullet points of marketing planFew financials that come from itThe bullet points here are for the immediate needs to target the service professionals. We have created a handout with a longer term plan including expansion into other opportunities and segmentsHand-out with longer term plan
  • Build relationships with professional group organizationsAttend networking eventsConnect with them on social mediaWebinars and in-person seminars – educate and engageDirect sales with focus on showing value
  • What we said Reiterate controlling idea – rephrase slightly as a call to action Great Idea Focus on Service-Professionals and Small Business Use Social Media and Networking to Promote Propadoo Growth and Financial models point to significant future profitability
  • Prop Presentation

    1. 1. Cocoon Consulting<br />Matt Antony<br />Andrew Rohr<br />Julianne Salisbury<br />Dan Tetsell<br />
    2. 2. Agenda<br />Here’s the Point<br />History of Businesses and Testimonials<br />Propadoo’s Value Proposition and Current Market<br />Target Market Analysis and Marketing Plan<br />Financials<br />Summary<br />
    3. 3. Directly target service-professionals to stimulate growth<br />
    4. 4. <ul><li> Pulling together customer testimonials and references is not easy
    5. 5. Managing and promoting recognition content is still being done in a Web 1.0 way – highly inefficient</li></li></ul><li>Word of Mouth<br />
    6. 6. Copyright - VankssenCultureBuzz & Emmanuel Vivier www.culture-buzz.com<br />
    7. 7. Propadoo’s Value Proposition<br /><ul><li>Socialized Testimonials
    8. 8. Easy to Manage
    9. 9. Automatic</li></li></ul><li>Current Market Snapshot<br />SEO Orgs<br />Real Estate Agents<br />Small Businesses<br />Teachers, Coaches<br />Jump On!<br />Financial <br />Advisors<br />Doctors<br />Corporations<br />You and Me<br />HR Departments<br />PropadooBandwagon<br />
    10. 10. Current Market Snapshot<br />Target Small businesses and service-professionals now!<br />SEO Orgs<br />Real Estate Agents<br />Small Businesses<br />Teachers, Coaches<br />Jump On!<br />Financial <br />Advisors<br />Doctors<br />Corporations<br />You and Me<br />HR Departments<br />PropadooBandwagon<br />
    11. 11. Target Market Analysis<br /><ul><li>Smaller marketing budgets
    12. 12. More focus on social media budgets
    13. 13. Limited web exposure and knowledge
    14. 14. Lower differentiation from online competitors
    15. 15. Testimonials and References are vital to survival</li></li></ul><li>Value 1: High reward for low cost<br />Products & services with reviews & testimonials have a 12.5% higher response rate<br />Products & services with 5+ reviews & testimonials have a 74.5% higher response rate than those without reviews<br />* Based on a detailed analysis by online research firms Pollara & Nielson<br />
    16. 16. Value 2: Allocating budgets to social media<br />Budgets go to Social Media but need results!<br />Spend 36% more of budgets on social media & SEO<br />The State of Inbound Marketing - HubSpot<br />
    17. 17. Value 3<br />http://propadoo.com/company<br />
    18. 18. Marketing Plan<br />For service-professionals <br />and small businesses<br />
    19. 19. Establishing Propadoo’s Foundation<br />Professional organizations<br />Networking events<br />Social media<br />e.g. LinkedIn, Meetup.com<br />Webinars and in-person workshops<br />Direct sales<br />
    20. 20. Pricing Matrix for Target Market<br />Free Plan<br /><ul><li>Give and receive props
    21. 21. Prop Feed
    22. 22. Unlimited propping
    23. 23. Prop from Website</li></li></ul><li>Pricing Matrix for Target Market<br />Special Promotion Options<br /><ul><li>Buy full year get first month free
    24. 24. Incentives for referring new business
    25. 25. Promotions for clients with most or </li></ul>best testimonials each month<br /><ul><li> Highlighted spot on Propadoo’s homepage and newsletters</li></ul>Free Plan<br /><ul><li>Give and receive props
    26. 26. Prop Feed
    27. 27. Unlimited propping
    28. 28. Prop from Website</li></li></ul><li>Financials<br /><ul><li>Business User Growth
    29. 29. Monthly Operating Profit</li></li></ul><li>7776 Users<br />Months<br />
    30. 30. $85,000<br />Months<br />
    31. 31. Summary<br /><ul><li> Great Idea
    32. 32. Focus on Service-Professionals and Small Business
    33. 33. Use Social Media and Networking to Promote Propadoo
    34. 34. Growth and Financial models point to significant future profitability</li>

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