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Angel, Katrina, Neerja
March 20, 2012
I. Introduction
II. Recommendations for Expansion
III. Overview
 Business Model
 Approach to Customer Service
IV. Compet...
Competition is Fierce
• Low Barriers To Entry
– Large retail-supported services
nationally
– Regional players with similar...
1. GO national
 Leverage partnerships to build in-store presence
 Distribution via partner networks
 Continue focus on ...
3. Enhance Operations
 Automated self-service online reservation system
 Cloud infrastructure
 24 hours/Emergency calls...
Value Proposition
•Delighted
Customers
•Home Service
•Re-service or
refund
•Annual
Membership
•Free Concierge
Support for ...
Value Proposition
•Delighted
Customers
•Home Service
•Re-service or
Refund
•In-store
experience
•Annual
Membership
•Free C...
COMPETITIVE RESPONSE
Business
Model Criteria
One –Offs
That dude
Regional
www.tristatetek.com
National
Geek Squad
Customer...
COMPETITIVE POSITION
Education and
Consultation
Technical
Services
Local/Regional
National
One-
offs
National Players
Regi...
BENEFITS & RISKS
10
Going National
• Distribution through Costco network
• Increases brand awareness and
credibility
Creat...
QUESTIONS
?
11
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Make IT Work - Business Model Recommendations

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Make IT Work - Recommendations for creating an enhanced business model to improve the bottom-line and expand business nationally.

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Make IT Work - Business Model Recommendations

  1. 1. Angel, Katrina, Neerja March 20, 2012
  2. 2. I. Introduction II. Recommendations for Expansion III. Overview  Business Model  Approach to Customer Service IV. Competitive Landscape  Who are They  How is Make IT Work Different V. Benefits and Risks CONTENTS 2
  3. 3. Competition is Fierce • Low Barriers To Entry – Large retail-supported services nationally – Regional players with similar CVP – One- man shops of various services • Low Switching Costs – Easy to imitate services – Easy to substitute with other services /products • Limited Differentiation – Little difference of service specialties – Solving issues trumps customer service – Availability can be replicated Who Does IT Services Source: USC MIW Case March 2010 Introduction Make IT Work is a Southern Californian IT Technical Service Company trying to expand. 3
  4. 4. 1. GO national  Leverage partnerships to build in-store presence  Distribution via partner networks  Continue focus on technical services = Increase brand awareness & credibility 2. Create & Coach a Network of Support Specialists  Regional training centers and coaches  Expand recruiting function  Increase coaching (clear policies)  Blended learning : live and web-based training  Similar to model used with insurance agents = Scalability for national reach RECOMMENDATIONS FOR EXPANSION We recommend that MIW expand by focusing on 4 areas.
  5. 5. 3. Enhance Operations  Automated self-service online reservation system  Cloud infrastructure  24 hours/Emergency calls  More robust internal communications = Speed, Scalability, business intelligence 4. Improve Marketing  Adjust branding  Highlight technology Concierge service  Push more Digital Advantage Membership  Education as marketing tool  Invest in national ad campaign = Grow Customer Base & Brand Awareness The Neighborhood Computer Support Company RECOMMENDATIONS FOR EXPANSION Continued… The Neighborhood TECHNOLOGY Support Company 5
  6. 6. Value Proposition •Delighted Customers •Home Service •Re-service or refund •Annual Membership •Free Concierge Support for New Technology Purchase Interface •Phone Appointment Scheduling (takes less than 4 minutes) •Well trained Technology Consultants Service Platform •Phone Reservation from 8am – 7pm •Engineered IT for Growth •Single database •MIWALL – phone app for internal communication •Web-based CRM •Car Fleet Organizing Model •Partnered with Costco In September 2011 for 20 stores in SC. •Tech Radio Show on KNX 1070 •Webinars Revenues/Cost • Premium prices for services •Refunds for non- delighted customers •Hourly/Annual fixed service charges. •Cost- staff training •Car Fleet CURRENT VISOR MODEL Make IT Work’s focus on Delighted Customers drives their business model. 6
  7. 7. Value Proposition •Delighted Customers •Home Service •Re-service or Refund •In-store experience •Annual Membership •Free Concierge Support Interface •Phone Appointment Scheduling (takes less than 4 minutes) •Web based scheduling system •Well trained Technology Consultants Service Platform • Provide 24-Hr Service Option •Engineered IT for Growth •Use Cloud service for database •A two way communication app for internal communication Organizing Model •Partnered with Costco In September 2011 for 20 stores in SC •Use partnerships for in- store presence •Tech Radio Show on KNX 1070, webinars – Limit. •Drop-off Service Revenues/Cost •Premium prices for services •Refunds for non- delighted customers •Hourly/Annual fixed service charges. •Nominal charges for in-store service •Cost- staff training, Cars RECOMMENDED VISOR MODEL Incorporating our recommendations maintains the Delighted Customer focus while allowing for expansion. 7
  8. 8. COMPETITIVE RESPONSE Business Model Criteria One –Offs That dude Regional www.tristatetek.com National Geek Squad Customer Value Prop Thanks for coming over to fix this! I know this guy. He’s cheap I hear they’re good. Look, they got a bunch of locations Where I bought it is where I can get it fixed Profit Formula • Delight Customers = Repeats • Manage scale and scope carefully • Hands On With Employees • Maintain minimal overhead • Capture near pure revenue • Manage unpredictable customer pipeline • Develop brand/image • Provide a variety of services • Spread infrastructure and overhead costs across areas • Identify good/bad customers • Focus on convergent solutions • Invest in People Development Key Processes & Resources • Fast response • Consistent performance • Reputation and referrals • Strong individual skill set • Expand IT Infrastructure • Maintain flexible reservations • Increase Staff/ Certifications • Integrate operational functions • Report on robust KPIs • Maintain stores/ physical presence Adapted from: “Reinventing Your Business Model,” Harvard Business Review MIW should phase expansion from Regional to National by adopting key elements of competitor business models. 8
  9. 9. COMPETITIVE POSITION Education and Consultation Technical Services Local/Regional National One- offs National Players Regional Players High Touch Low Touch Moving towards a national presence by using consultation as creative marketing will help MIW stand out from competition. 9
  10. 10. BENEFITS & RISKS 10 Going National • Distribution through Costco network • Increases brand awareness and credibility Create & Coach a Network of Support Specialists • Supports National Customer Base • Competitive in National arena Operations • IT Systems Scalability • Better Data = Better Business Intelligence= Better Decisions Marketing • Partnerships, radio and consultations services help reach national audience for brand awareness Going National • Difficult to maintain precision in level of service and customer delight • Costco can impose squeeze on margins for cost Create & Coach a Network of Support Specialists • Time consuming and expensive • Potential consistency issues Operations • Complexity of integration • Management costs of data and reporting Marketing • National campaigns can be expensive if MIW doesn’t use partnerships + -
  11. 11. QUESTIONS ? 11

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