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iSticker case study

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iSticker business plan and marketing strategy and plan in detail

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iSticker case study

  1. 1. Web of Comms Case Study iSticker
  2. 2. iSticker Business Plan
  3. 3. Index • Situation analysis – The perspective of the market – The perspective of the competition • Objectives, tasks and challenges – The usual Approach – Our Approach • Closer look at the customer and the market • Marketing strategy and plan – Product and Distribution – Positioning – Promotion • Communication mix – Channel strategy and plan – Calendar – Price B2B Example of certain slides
  4. 4. Executive Summary • The Idea – Eliminate all manual work of architects and interior designers beyond CAD design, and use the method to enhance their productivity, and to become hot lead generation tool for all industry players – Product: iSticker Pro • First ever productivity tool on the cloud, invented for architects and interior designers • An invention in an industry (global patent applied) where the last real invention was CAD software – Global launch scheduled in Oct 2015 Executive summary Example of certain slides
  5. 5. Background of the idea • The idea came from the problems faced while running a successful interior architecture firm. • Typically, when an architect or interior designer works on a project, he creates his CAD drawing, then begins the search for products, materials, technical knowledge, service providers and so on. • Collecting the information usually means searching the firm’s library and online. Followed by emails, phone calls, meetings, involving frequent time lags and delays. And the information might get outdated, so updating means more time spent. • This is tedious, repetitive, manual work. It takes up a great deal of time, which otherwise the designer would have spent in true creative activity, doing what he became a designer for in the first place. • Once the information has been aggregated, he must then prepare a host of reports – mood boards, BOQs, cost estimates, presentations and more. The slightest change and the whole process must be done again, iteration after iteration. Every client asks for changes. Example of certain slides
  6. 6. Background of the idea - contd • On the other hand, there is the persective of product manufacturers who supply products and materials. Typically, a product manufacturer has a few channels to market his products. Advertising in trade journals, which is expensive. Advertising on television, which is even more expensive and has built-in wastage, as only a small fraction of the TV audience needs architectural or construction products. • Participating in trade fairs and design shows, printing glossy catalogues which are given away for free, are expensive propositions. • Entering new geographies again needs a lot of investment, in your search for the right kind of dealers or setting up your showrooms. • It was obvious that our profession needed something revolutionary, something that could simply, effectively and elegantly solve daily problems of every AEC industry professional • Hence the inventions Example of certain slides
  7. 7. The Product • When architects, interior designers, AEC consultants and contractors work on their projects, iSticker Pro eliminates the need to manually search products and designs, aggregate them, iterate whenever required, and create value added reports. This saves their valuable time and resource costs. • All the subscribers create iStickers for products, designs, service or knowledge topic. They publish them in the application for their own use or for the use of others. • An iSticker is a digital information pack. It contains complete information about a product, design, service or knowledge topic. • Architects, interior designers, AEC consultants and contractors create their project on the workbench of the application and upload their drawings • When they search for products, designs, service or knowledge topic, they search the collection of iStickers created by them for their own use or created by others for everyone’s use • Architects, interior designers, AEC consultants and contractors pin the desired iStickers on the drawing. The product Example of certain slides
  8. 8. Value add of iSticker Pro in business life cycle: Architects & Interior Designers Getting a hot lead Making proposals Bagging the contract Designing the project – CAD drawings Iteration until approval Project implemen tation Recogn ition Selecting products and designs Preparing BOQs and client ready presentations and documents Manual ActivitiesCAD designsiSticker Pro Saving resource cost due to saving time Getting a genuine business lead Making proposals Bagging the contract Designing the project – CAD drawings Iteration until approval Project implemen tation Recogn ition Selecting products and designs Preparing BOQs and client ready presentations and documents No saving in resource cost Without iSticker Pro With iSticker Pro The product Example of certain slides
  9. 9. Large and growing market • There are about 5 million architects & interior designers, and about 2.5 million consultants • There are about 100,000 product manufacturers and about 2 million dealers • According to PWC, between all of them together, alongwith contractor firms, they will generate business worth $15 trillion by 2019 Individual Architects & interior designers Design Students Individual Consultants 5 million 2.5 million 100,000 Consultant Firms Architecture & interior design firms 500,0001 million Contract manufacturers & contracting firms Product manufacturers Product manufacturer partners 100,000 100,000 2 million Global Market User Size in Architecture, Engineering and Construction industry 11 million Market and industry players Example of certain slides
  10. 10. Market Landscape Product aggregators Design tools Calculators Architecture and interior design social network COMPLEMENTARY PLAYERS DIRECT COMPETITION INDIRECT COMPETITION NIL These players + Intelligent sticker together give a complete solution These are portals which list products Example of certain slides
  11. 11. The challenge How to enter this seemingly cluttered yet growing market Example of certain slides
  12. 12. Relook at the competition Example of certain slides
  13. 13. Current Players focused on influencer countries Architect, Interior Designer and Construction Industry Consultant Product Manufacturer Influencer countries Target countries USA Brazil, Russia, China, India South Africa South Korea Japan USA Italy, UK, France – western Europe USA Brazil, Russia, China, India South Africa South Korea Japan USA Italy, UK, France – western Europe Example of certain slides
  14. 14. Most players looking at social networking, showcasing and generating leads due to presence Social network for them Customer can Connect with you Showcase work Be Inspired Use the information directly Example of certain slides
  15. 15. Architect, Interior Designer and Construction Industry Consultant Product Manufacturer Influencer Firms in these countries Other firms in these countries USA Brazil, Russia, China, India South Africa South Korea Japan USA Italy, UK, France – western Europe USA Brazil, Russia, China, India South Africa South Korea Japan USA Italy, UK, France – western Europe Other countries Example of certain slides
  16. 16. Architect, Interior Designer and Construction Industry Consultant Product Manufacturer End customer Example of certain slides
  17. 17. Look at the customer Example of certain slides
  18. 18. Disruptions in the cascade of influence Influencer Firms in influencer countries Other firms in influencer countries Firms in other countries Established and Influencer Designers Design Associations Other Product Manufacturers Design students Influencer Product Manufacturers Online influencers of Design and architecture Millennials – interns, juniors and middle management Example of certain slides
  19. 19. Phases of marketing ENLISTMENT ACQUISITION ENGAGEMENTCONVERSION Starter Motor Performance Gear Performance Gear Power Gear Power Gear + = Virality + = Retention - = Churn Example of certain slides
  20. 20. Website Beachhead 3 of engagement Beachhead 2 of engagement and awareness Beachhead 4 of engagement Visual story telling Social search Fb ads Events Offline brand ambassadors Associations CUSTOMER CONVERSION CUSTOMER VISIT ACQUISITION Visitor is a prospect Visitor now a customer Customer gets customers Beachhead 1: Key opinion leaders online vine vimeo flickr tumblr Pinterest Instagram Storify Slideshare Redditt CUSTOMER VISIT ACQUISITION Participation in offline activities like events, associations and offline brand ambassadors will create curiosity and push people to the internet: search, website or social. Paid and free ads and email campaigns will lead customers to the website and social channels CUSTOMER CONVERSION The four pillars of activity are: 1. Blogs of Key Opinion Leaders 2. Blog created by iSticker for B2B 3. Facebook/ major social networking site 4. Professional networking sites 5. Website All pillars activities will engage visitors and lead them to the website for conversion from visitor to customer. The pillars will be fed visual content which will increase virality via the visual story telling social channels. CUSTOMER EXPANSION The viral nature of the same will enable visitors and customers to get more people in CUSTOMER EXPANSION Search: free and paid Example of certain slides
  21. 21. Communication Roll our plan
  22. 22. Prelaunch Activities
  23. 23. Prelaunch Objectives • Create curiosity and anticipation • Create an atmosphere of dissonance with current competitive offerings • Seed the thought of the need for a new solution along the lines of what we have • Co-opt key opinion leaders across online and offline – Reviews, cross links,
  24. 24. Make Your Website a Daily Destination
  25. 25. Launch Activities
  26. 26. Launch Objectives • With the ground already set – Intelligent sticker comes as a ready solution for an eagerly anticipating audience • Build on the anticipation to create a groundswell by creating an amplified offering – Not just the product – And the website – The advice, the blog, the videos, the cheat-sheets etc. contribute to create a halo of expertise around the brand – e-books, podcasts, articles, sound bites. • Co-opt key opinion leaders across online and offline – build on their followers to amplify – Reviews, cross links, • Start the process of creating and collecting testimonials • Be press ready
  27. 27. Discussion Forums Top few to participate in
  28. 28. Blogs and websites to follow and be followed by. Possible key opinion leaders for design professionals
  29. 29. Top interior design and architecture blogs 2014
  30. 30. 1. Robin De Groot Design Both an indepth Design Blog as well as an Online Design Magazine with in-depth articles and features. Wonderfully written, very witty, creative and with a heavy dash of snark when required. A must read/visit.
  31. 31. 3. Kandrac & Kole Interior Designs, The Blog! This blog gives you a sneak peek into the lives of two of Atlanta's top interior designers, Joann Kandrac and Kelly Kole. They share an upbeat and entertaining narrative regarding their current projects, people, places, and things that inspire them, their travels both near and far, and some design and stylizing tips and tricks - all reflective of their exuberant and approachable personalities
  32. 32. Top 10 blogs http://www.independent.co.uk/extras/indybest/house- garden/the-10-best-architecture-blogs-7912530.html
  33. 33. Groups on linkedin
  34. 34. Architectural and Design Photographers: 3000+ followers
  35. 35. Architecture: with 64,000+ members
  36. 36. Some youtube channels
  37. 37. 70,899 subscribers
  38. 38. 37,503 fans
  39. 39. Prelaunch Soft Launch Main Launch Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec OFFLINE-INFLUENCER Luca Imp product manufacturer Imp IDA firms Trade fair Limited viewing website ONLINE Seed the market Participate in discussion forums Social channels Create groundswell Forums Social channels Blogs Website Products to be uploaded: do a reverse on them Luca positioned as key influencer among IDA Key to get other IDAs onboard Key meeting ground of market influencer in the IDA and manufacturer Need creation Need creation Need creation and now a solution that will work wonders Need creation and now a solution that will work wonders Need creation and now a solution that will work wonders Need creation and now a solution that will work wonders Showcase product Example of certain slides

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