Business case analysis for Ayojak in regards to content strategy, customer relations and business process. The goal was to determine how technology could help Ayojak and how IT and strategy could be aligned. Here is a link to the case: https://drive.google.com/file/d/0B_EwepL3Xxf5bVJaclk5dzhYYlk/view?usp=sharing

1. 101-07
Ayojak Content Strategy
Prepared by Seven Consulting

2. Overview
Business Needs
Issues and Threats
Business Goals, Strategy, and Value Proposition
Business Processes
Information Requirements
Proposed IT Solution
Product Features
Operational and Economic Feasibility
Alternative Technology & Implementation
Recommendation & Conclusion

3. Business Issues & Threats

4. Business Issues & Threats

5. ❖ Become a leader in the event management industry through highly
effective content strategy through IT support
➢ Move to a customer relationship management framework
■ Maintain customers and exceed expectations (customer success)
■ Sophisticated customer interaction is extremely important
➢ Generate new prospects, leads and ultimately customers
■ Quantify progress of lead generation
■ Track lead-to-customer sales funnel
Business Goals

6. Business Strategy
❖ Customer development with IT systems
➢ Operational: Understand customer needs and basic information
■ Impress, Improve, and Retain
➢ Analytical: Understand customer behaviour and recognize patterns
■ Data driven decision making
❖ Define and Build Ayojak’s Brand among its stakeholders
➢ Produce Informative and Value Added Content (inbound marketing)
➢ Increase customer engagement
■ Right content, to the right people at the right time
❖ Increase Effectiveness of Sales Process
➢ Rank leads and track prospects along the sales funnel

7. Value Proposition
❖ Competitive Advantage
➢ Personalized client interaction
➢ Real-time educated responses (in comparison to 3 hour
delay)
■ Less back-and-forth between Ayojak and agency
➢ Inbound marketing
■ Educational content delivered to customers
➢ Lead capture, lead scoring and CRM integration
❖ Long-run Sustainability
➢ Data driven decision-making to aid managerial decisions

8. Business Process - Client Relationship Management
As-Is To-Be

9. Business Process - Content Creation & Publication
As-Is To-Be

10. Information Requirements
❖ Operational Level - Day to day
➢ Basic demographic information
➢ Customer service history
➢ Customer complaints
➢ Transaction history
➢ Internal account related notes
➢ Knowledge base of commonly asked questions

11. Information requirements - Operational
❖ Operational Level
➢ Generated
■ Initially - Manual upload of current customers and associated knowledge
■ Post-Implementation: Daily system usage
➢ Stored
■ Cloud-based servers
■ Keep local backup of mission critical files
➢ Distributed
■ Remotely through the cloud
■ Stakeholders will have user logins

12. Information Requirements
❖ Strategic Level
➢ Analytical information to support strategy
■ CRM
● Customer satisfaction level
● Common complaints
● Aggregated customer feedback
■ Content Optimization
● Successful content campaigns and why
● Most effective content channels
● Trends in the sales funnel (leads → customers)
◆ Bottlenecks and inefficiencies

13. Information requirements - Strategic
❖ Strategic Level
➢ Generated
■ Initially - Manual upload of current customers and analytical knowledge
■ Post-Implementation - Custom built dashboards and reports
➢ Stored
■ Cloud-based servers
■ Keep local backup of mission critical files
➢ Distributed
■ Remotely through the cloud
■ Stakeholders will have user logins

14. Proposed IT Solution
❖ Customer Development
➢ Operational: Understand customer
needs and basic information
➢ Analytical: Understand customer
behaviour and recurring problems
❖ Define and Build Ayojak’s Brand
➢ Informative and Value Added Content
➢ Inbound marketing
➢ Increase customer engagement
❖ Increase Effectiveness of Sales Process
➢ Rank leads and track prospects

15. ❖ Operational Features
➢ Case Management
■ Manage feedback and Questions
■ Track and Solve Problems
■ Communicate with internal experts
➢ Knowledge Base
■ Answer Questions Fast (Agency)
■ Index Articles on Search Engines
➢ Web Capture
■ Gather Customer support requests
directly from Ayojak’s website
➢ Multichannel
■ Filter Posts dependent upon topic
■ Identify Priorities
❖ Impress, Improve, and Retain
❖ Analytical Features
➢ Custom Dashboards
■ Status of open service cases
■ Customer Satisfaction level
■ Productivity of service agents
➢ Custom Reports
■ Total cases
■ Total open cases
■ Cases with knowledge base
■ Time taken to answer queries
➢ Analytic Snapshot (weeks, months,etc.)
■ Build Trend Reports
Proposed IT Solution - Salesforce Features
❖ Data Driven Decision Making

16. Knowledge Base Intra-Organizational Communication

17. Custom Reports Custom Dashboard

18. Proposed IT Solution - HubSpot Features
❖ Content Calendar
❖ Blog
➢ SEO Recommendations, Integrated Social Publishing, Mobile Optimization, Analytics
❖ Social Media
➢ In-app Publishing, Social Inbox, Analytics
❖ Calls to action → Landing Pages & Forms → Lead Management
➢ Forms, Lead Segmentation, Salesforce Integration, Lead Scoring, Analytics
❖ Email Marketing
➢ Email Optimizer, Testing across inboxes and browsers, Analytics
❖ Marketing Automation → Email Lead Nurturing → Sales Notifications

19. HubSpot at a Glance

20. Content Analytics Lead Tracking & Ranking

21. Alternative Technology - CRM
SalesForce Service Cloud vs. Nimble
Nimble
Focus: Customer Development
Main Features:
1. Tracks Complete Customer Record
➢ History of customer and follow-up opportunities (i.e., who contacted the client last)
2. Internal Messaging and Combined Social Integration
➢ Allows employees to respond to enquiries promptly
3. Contact Segmentation
➢ Identifies high value customers
Benefits: Provides customer insight, more affordable, strategic segmentation

22. Alternative Technology - CRM
Why Not Nimble?
Benefits:
➢ Features align with CRM strategy
➢ Lower costs ($15/user/month vs. $65/user/month)
Weaknesses:
➢ Minimal data analysis, shallow insight
➢ Lack of business decision support
➢ No physical training, only online resources
➢ Lack of scalability
Salesforce - Service Cloud
➢ Personalized service, real-time support (SOS Pilot)
➢ Offers customer service on social media channels
➢ Knowledge base
➢ Higher ROI

23. HubSpot vs. Infusionsoft
Infusionsoft
Focus: Define Ayojak’s Brand
Main Features:
1. Automated and personalized marketing
➢ Map out content campaigns and emails
2. Landing pages, forms and themes
➢ Build pages that match your brand
Focus: Increase Effectiveness in Sales Process
Main Features:
1. Lead management
2. Lead scores and purchase history
3. Sales and marketing strategy reports (i.e., dashboard)
Benefits: Low cost
Alternative Technology - Marketing Automation

24. Alternative Technology Analysis
Why Not Infusionsoft?
Benefits:
➢ Features align with business strategy
➢ ¼ cost of Hubspot
Weaknesses:
➢ Shallow depth in analytics
➢ No Search Engine Optimization (SEO)
➢ Not built around inbound marketing methodology
Hubspot
➢ Search Engine Optimization recommendations
➢ Blogging, website, social media monitoring and analytics
➢ Better user experience
➢ Offers group training courses
➢ High ROI

25. ❖ No hardware, no software, no maintenance
➢ Cloud based SaaS
❖ User Training
➢ Phone and web-based training for all users
❖ “Project Owner”
➢ Set up accounts
➢ Add appropriate users
➢ Data migration
❖ IT-Alignment
➢ Emphasize the purpose, value and reasoning for implementing the solution
➢ Clearly justify how the technical solution will support the organization
➢ Ensure valid feedback loops (weekly retrospectives)
Proposed IT Solution - Implementation

26. Feasibility - Economics

27. Alternative Tech: Economic Feasibility
SalesForce: Service Cloud Nimble
Professional Package
Price: $65/user/month
Basic Business Plan Package
Price: $15/user/month
HubSpot Infusionsoft
Pro Package
Price: $800/month
Essentials Package
$199/month for 3 users
➔ price increase for more users

28. Feasibility - Operations
❖ Required Training Time
➢ Estimated 3 months until full competency
❖ Reliability, Maintainability, Supportability
➢ In 2013 Salesforce had a downtime totaling to less than 1% of the year
➢ No intra-organizational maintenance required
➢ Account representatives, live support (business hours), knowledge base
❖ Usability
➢ Industry leaders in UX, mobile optimization, highly accessible
❖ Disposability
➢ SalesForce: annual commitment; HubSpot, cancel at any time
❖ Scalability
➢ Tiered pricing and service levels allow for nearly infinite scaling
■ ERP integrations (SAP, Microsoft)

29. Recommended Timeline

30. Thank you!
Q&A?

31. Comparing Cloud Vs On-Premise CRM
❖ On-Premise
➢ Security
■ Downloaded and Installed on Own Server
■ Easy to Monitor Activity
■ Easy to Implement Customized Security
➢ Mobility
■ Require an Additional Software Application
to Link Each Computer together
➢ Storage
■ Take up Space on Own Server
■ Added Costs and Resources for Additional
Space
➢ Tech Support
■ Tech Support/ IT Support is Required
❖ Cloud
➢ Security
■ Downloaded and Installed by Host
Company Server
■ Experts in the Business
● Multitude of Customers
■ Have Additional Software and Security
➢ Mobility
■ Available Wherever and Whenever a
Customer Needs
■ Via: Computer, Laptop or Mobile
● Customers Service on the Go
➢ Storage
■ Unlimited Amount of Storage
➢ Environment
■ Energy Efficient

32. ❖ Cloud
➢ Support
■ Ease Stress of Everyday
Maintenance
● No Additional Costs
■ Short Implementation Time
● A Few Months vs 6-12
➢ Cost Efficiency
■ Good for Small Business’
● Charges Per User
● Paid Monthly or Annually
❖ On Premise
➢ Control
■ Direct Control over Updates of Info
■ Responsible for Customization
➢ Cost Efficiency
■ Good for Larger Business’
● Large Amount of Employees
Need Access
● High overhead Costs
Comparing Cloud Vs On-Premise CRM

33. ROI- Salesforce Service Cloud
❖ Survey of Over 5,000 Global Customers by MarketTools Inc.
➢ 5,035 Responses
➢ 95% Confidence Level and 1.38% Margin of Error
➢ Organizations Across the Globe, all Sizes and 20 Industries
➢ Accesses Relationship Between Salesforce and Its
Customers
❖ Loyalty Survey
➢ 95% of Customers Would use Salesforce in the Future
➢ 88% Would Recommend Salesforce to Others

34. ROI- Salesforce Statistics
Improved Data Quality and Data
Management
86%
Improved Sales Pipeline Visibility 85%
Standardized Business Process 83%
Improved Customer Service/Support 79%
Increased Customer Satisfaction 70%
Improved Forecasting Accuracy 70%
Acquired New Customers 65%
Increased Marketing Campaign
Effectiveness
65%
Reduced Sales, Service, Marketing or
other Operational Costs
64%
Increased Customer Retention 63%
Enhanced Cross-Sell and Up-Sell
Opportunities
64%
Increased Customer Loyalty 55%
Increased Sales Revenues 54%

35. ROI- Hubspot
❖ In 2014 MIT Sloan
Research Student
Completed a Research
Study on the Return on
Investments of
Companies using
HubSpots’s Marketing
Software

36. What is Value Added Content?
❖ An enhancement to amplify a product or service prior to
being offered to consumers
❖ Value being added to every piece of writing
➢ Provides a Competitive Advantage
❖ First step for Inbound Marketing
➢ Creating quality content that attracts customers
■ Instead of hard sales and advertisements

37. Hubspot Features
❖ Simplifies the Blogging Process
➢ Allows Customer to Focus on Content
■ Without Worrying about the Structure
➢ Provides Pre Written Blueprints
■ Can be Customize for Specific Needs
❖ Optimize Posts
➢ Built in Search Engine Optimization and Social Tools
■ Help Identify effective keywords
■ Displays share buttons linked to social media
■ Accessible on Mobile
■ Help Make sure Content is Broadly Seen
■ Monitor and and Build Inbound Links

38. HubSpot Features
❖ Managing Content
➢ Organizing, Publishing content all in one place.
➢ Calendar Feature
■ Coordination of Campaigns Across Many Channels (Email, Blog, Social Media etc.)
■ Improves Communication internally
● Enables Collaboration
❖ Generate Leads Through Blogs
➢ Equipped with Tools that help attract quality leads
■ Turn them into long term customers
■ Customized Call-to Action and Web Banners
■ Landing Pages in combination with Blog Posts
● Converting Traffic into Leads
■ Contact Database
● Keep track of page views and comments on Blogs
◆ Tracks Engagement

39. HubSpot Features
❖ Integrated Email and Analytics
➢ Give readers options to subscribe to instant, daily, weekly or monthly updates
➢ Customized emails
➢ Monitor Blog views and amount of subscribers over time
■ See which Blog is most successful
❖ Content
➢ Help customize content to specific customers
➢ Evaluate and suggest improvements for current content
➢ Ability to track traffic growth
❖ Website
➢ Helps build a more engaging website

40. HubSpot Features
❖ Social Media
➢ Social Inbox
■ Collects Data on Social Media Activity
■ Evaluates Social Media Engagement
● Through Likes, Favorites and Retweets
■ Conversations with customers
■ Scores Social Media Activity
■ Helps Schedule Publishing
❖ Leads
➢ Collects data from every touch point with customer’s leads into one simplified view
➢ Segmentation
➢ Salesforce Integration
➢ Scores Leads
➢ Sales Leads Revisit Notifications

41. Training Details
❖ HubSpot
➢ Inbound Success Training
■ For New Customers
■ Personalized Training Experience
■ Implementation Specialist
● Create one Campaign utilizing HubSpot tools
■ 1 on 1 Phone Based/Webinar
■ 60-90 Days
■ Cost $2000
➢ Phase One
■ Goal Setting
■ Technical Setup
■ Lead Tracking Implementation
■ Salesforce.com Integration

42. Training Details
❖ Phase Two
➢ Education on Features and Strategy Implementation
■ Customized to Company’s Specific Goals
● Blogging and Keyword Research
● Managing Social Media
● Brand Developement
● Landing Pages and Calls-to-Action
● Prioritizing Leads
● Email Marketing
● Lead Management
● Analytics and Measurements
❖ Phase Three
➢ How to Achieve Goals and Ongoing Strategy
■ Put in Place Regular Goal Reviews

43. Training Details
❖ Salesforce
➢ Administration Essentials for New Admin
■ 5 Days
■ Classroom or Virtual Classroom
● Self Paced Online Training
➢ Reporting Fundamentals
■ Designed for All Users
■ 1 Day
■ Classroom or Virtual Classroom

44. Feasibility - Economics
❖ Service Cloud (Professional) Cost: $65/month/user
❖ HubSpot (Professional) Cost: $800/month/unlimited users
❖ Assumptions
➢ 2014: 6 Users
➢ 2015: 14 Users
➢ 2016: 22 Users
➢ 2017: 30 Users

45. Projected Revenue in 2014
❖ Assumptions
➢ Number of Attendees/Per Event: 200
➢ Price of Ticket: $10
# of Events to Break-even 22 42 105

46. Proposed IT Solution - Alternative Tech Implementation
❖ No hardware, no software, no maintenance
➢ Cloud based SaaS
❖ User Training
➢ Web based resources
❖ “Project Owner”
➢ Set up accounts
➢ Add appropriate users
➢ Data migration
❖ IT-Alignment
➢ Emphasize the purpose, value and reasoning for implementing the solution
➢ Clearly justify how the technical solution will support the organization
➢ Ensure valid feedback loops (Weekly Retrospectives)