Strategic Marketing Plan created as final project for the Stanford course "Strategic Marketing for High Tech Products and Innovations", by Tony Seba.

1. DATAFORGOOD Marketing Plan Target: social foundations, VCs Justo N. Hidalgo

7. Segmentation DATAFORGOOD Understand what is technically being done in the area at work Understand specific issues related to his/her task Technical and scientific information about related issues Technical and scientific information about related issues Research reports Understand what other companies, NGOs, … are doing in the same areas and projects Understand what other companies, NGOs, … are doing in the same areas and projects “ Competitive” intelligence Have a clear vision of what the NGO/project is providing (e.g. inform Kiva lenders about political/social/economic conditions) Generate a complete and up-to-date view of every project involved. Generate a complete and up-to-date view of every project involved. Generate a complete and up-to-date view of every project involved. Generate a complete and up-to-date view of every project involved. Single View of a Project Minimize effort. Provide detailed information about requirements for specific funds Provide an overview of funding possibilities Provide an overview of funding possibilities Funding info Improve introductory reasons for grant Deep and wide knowledge of the project Deep and wide knowledge of the project Improve and decrease time to choose projects Improve and decrease time to choose projects Country´s historical and political background Improve strategic performance of the organization Strategic reports Final User NGO Grant Seeker NGO Expatriate NGO Volunteer Small NGO Leader / Social Entrepreneur INGO Leader (HealthCare – Social – Education) Use,application/ Customer (segment)

12. Targeting Factors DATAFORGOOD % DESCRIPTION 100 TOTAL 5 Need for combination and transformation of data (not just an unrelated aggregation of data”) 5 Profitability potential (not so important for a Social Enterprise) 6 Capital Availability (NGOs: funding elsewhere, but it can be important at the beginning) 8 Customer growth 8 Leverage into other segments 8 Competitive advantage 10 Need for changeable transformations of different reports (a “once and for all” report is just not valid) 10 Lack of dominant player 10 Complexity of required data sources (i.e. something that can not be easily solved by other means) 15 Heterogeneity of required data content (i.e. content that can not be easily provided by a single source/limited number of sources) 15 Strategic value of reports

13. Targeting Single View of a Project DATAFORGOOD 3.97 2.95 3.79 3.34 4 3.405 3.79 3.7 100 TOTAL AVERAGED 43 31 40 36 41.5 37 39.5 40 100 TOTAL 5 2 5 5 2 3 3 3 5 Need for combination and transformation 3 2 2 2 4 3 2 3 5 Profitability potential 4 2 2 2 2.5 3 2 4 6 Capital Availability 4 3.5 2 2.5 3 4 4 4 8 Customer growth 5 4.5 3 2.5 3 4 4.5 4 8 Leverage into other segments 2 3 4 4 4 2 3 4 8 Competitive advantage 4 2 5 4.5 4 3.5 4 3 10 Need for changeable transformations of different reports 2 3 4 3 5 4 4 4 10 Lack of dominant player 5 2 5 3.5 5 4 5 3 10 Complexity of required data sources 5 4 4.5 3.5 4 4 4 4 15 Heterogeneity of required data content 4 3 3.5 3.5 5 2.5 4 4 15 Strategic value of reports FUNDER NGO GRANT SEEKER NGO EXPATRIATE NGO VOLUNTEER SMALL NGO LEADER INGO LEADER-EDUCATION INGO LEADER-SOCIAL INGO LEADER-HEALTH CARE Ratings (1 <= x <= 5) Weight

14. Targeting Research Reports DATAFORGOOD 3.57 2.975 3.39 3.315 3.29 3.43 3.47 3.73 100 TOTAL AVERAGED 40 31.5 36 35.5 35.5 37 36 41 100 TOTAL 5 2 5 5 3 3 3 4 5 Need for combination and transformation 3 2 2 2 4 3 2 3 5 Profitability potential 4 2 2 2 2.5 3 2 4 6 Capital Availability 4 3.5 2 2.5 3 4 4 4 8 Customer growth 5 4.5 3 2.5 3 4 3 5 8 Leverage into other segments 2 3 4 4 2 2 3 4 8 Competitive advantage 3 1 3 3 3 3 3 3 10 Need for changeable transformations of different reports 3 3 3 3 4 4 4 2 10 Lack of dominant player 4 4 4 4 4 4 4 4 10 Complexity of required data sources 4 3.5 4 3.5 4 4 4 4 15 Heterogeneity of required data content 3 3 4 4 3 3 4 4 15 Strategic value of reports FUNDER NGO GRANT SEEKER NGO EXPATRIATE NGO VOLUNTEER SMALL NGO LEADER INGO LEADER-EDUCATION INGO LEADER-SOCIAL INGO LEADER-HEALTH CARE Ratings (1 <= x <= 5) Weight

15. Targeting Competitive Intelligence DATAFORGOOD 3.87 3.275 3.01 2.935 3.24 3.61 3.49 3.75 100 TOTAL AVERAGED 42 33.5 33 32.5 35.5 39 36 41 100 TOTAL 5 2 5 5 3 3 3 4 5 Need for combination and transformation 3 2 2 2 4 3 2 3 5 Profitability potential 4 2 2 2 2.5 3 2 4 6 Capital Availability 4 3.5 2 2.5 3 4 4 4 8 Customer growth 5 4.5 3 2.5 3 4 3 5 8 Leverage into other segments 2 3 3 3 2 3 2 3 8 Competitive advantage 3 1 3 3 4 4 4 4 10 Need for changeable transformations of different reports 3 3 3 3 4 4 4 2 10 Lack of dominant player 4 4 4 4 4 4 4 4 10 Complexity of required data sources 4 3.5 4 3.5 4 4 4 4 15 Heterogeneity of required data content 5 5 2 2 2 3 4 4 15 Strategic value of reports FUNDER NGO GRANT SEEKER NGO EXPATRIATE NGO VOLUNTEER SMALL NGO LEADER INGO LEADER-EDUCATION INGO LEADER-SOCIAL INGO LEADER-HEALTH CARE Ratings (1 <= x <= 5) Weight

16. Targeting Background DATAFORGOOD 2.98 2.735 3.57 2.835 2.835 2.925 2.735 3.135 100 TOTAL AVERAGED 33 29.5 39 32 31.5 32.5 29.5 34.5 100 TOTAL 3 3 3 3 3 3 3 3 5 Need for combination and transformation 3 2 3.5 2 4 3 2 3 5 Profitability potential 4 2 4 3.5 2 3 2 4 6 Capital Availability 3 2 5 4 3 3 3 3 8 Customer growth 3 3 3 3 3 3 3 3 8 Leverage into other segments 2 3 3 3 2 3 2 3 8 Competitive advantage 3 3 4 3 3 3 3 3 10 Need for changeable transformations of different reports 2 2 2 2 2 2 2 2 10 Lack of dominant player 4 4 4 4 4 4 4 4 10 Complexity of required data sources 2.5 2.5 2.5 2.5 2.5 2.5 2.5 2.5 15 Heterogeneity of required data content 3.5 3 5 2 3 3 3 4 15 Strategic value of reports FUNDER NGO GRANT SEEKER NGO EXPATRIATE NGO VOLUNTEER SMALL NGO LEADER INGO LEADER-EDUCATION INGO LEADER-SOCIAL INGO LEADER-HEALTH CARE Ratings (1 <= x <= 5) Weight

17. Targeting Funding DATAFORGOOD 3.57 3.73 2.11 2.11 3.75 2.87 2.68 2.93 100 TOTAL AVERAGED 38 38.5 21 21 38.5 30 27 31 100 TOTAL 3 3 1 1 2 1 1 1 5 Need for combination and transformation 3 2 1 1 3 3 2 3 5 Profitability potential 4 2 1 1 2 3 2 4 6 Capital Availability 3.5 4 1 1 3 3 3 3 8 Customer growth 3.5 4 1 1 4 2 2 2 8 Leverage into other segments 4 4 3 3 4 3 2 3 8 Competitive advantage 2 3.5 2 2 3.5 2 2 2 10 Need for changeable transformations of different reports 2 3 2 2 4 2 2 2 10 Lack of dominant player 4 4 4 4 4 4 4 4 10 Complexity of required data sources 4 4 4 4 4 4 4 4 15 Heterogeneity of required data content 5 5 1 1 5 3 3 3 15 Strategic value of reports FUNDER NGO GRANT SEEKER NGO EXPATRIATE NGO VOLUNTEER SMALL NGO LEADER INGO LEADER-EDUCATION INGO LEADER-SOCIAL INGO LEADER-HEALTH CARE Ratings (1 <= x <= 5) Weight

27. Distribution Channel TALC: early adopters stage * Will use the Data Integration partnership as another channel. DATAFORGOOD Data Integration Vendor * Service too complex VADs Not for this stage Not for this stage VARs Not for this stage OEMs Service too complex Internet Catalog Web-based service Retail Stores Web-based service Distributors Training Not for this stage Systems Integrators Direct Sales Economic Performance Good fit with DataForGood Strategic fit Use of the channel Channel Candidates Sequence Decision

40. DATAFORGOOD The RIGHT information to do the RIGHT thing Justo Hidalgo