This document provides a template for creating a business case to justify investing in a mobile marketing program. It outlines sections to include such as an executive summary, opportunity overview, assumptions, business impact analysis, risks, and a recommendation. The template helps the user build the business case by providing examples of what to include in each section.
This is a brand audit for the brand Burberry, focusing their product trench coat, using secondary research problems were identified and recommendations were made accordingly.
I am student of MBA (Supply chain management) at Bahria University Pakistan. I and my friend made this report on the supply chain management of Shell Oil. Kindly like and if anyone want this report than kindly email me on usama.geo@hotmail.com.
Regards,
Osama Bin Raees
This is a brand audit for the brand Burberry, focusing their product trench coat, using secondary research problems were identified and recommendations were made accordingly.
I am student of MBA (Supply chain management) at Bahria University Pakistan. I and my friend made this report on the supply chain management of Shell Oil. Kindly like and if anyone want this report than kindly email me on usama.geo@hotmail.com.
Regards,
Osama Bin Raees
This is a guide created by https://www.truedigital.co.uk/ on the agency approach to effectiveness. Two years ago, true were one of 19 agencies to receive the IPA’s Effectiveness Accreditation, an award that recognises leadership in marketing effectiveness.
Since then, economic conditions have tightened and scrutiny of
marketing budgets has increased. Brands and agencies must work harder than ever to demonstrate the impact of investment.
So we have created this guide to share the lessons we've
learned and how we apply them to the work we deliver.
Use this Microsoft Word template to help you design a Business Case for any corporate product investment. Get this template @ http://www.demandmetric.com/content/product-business-case-template
How to Reach Peak Performance With the Product Management Organizational Heal...Aggregage
The degree of maturity of your product management organization can directly drive your ability to satisfy customers and become more profitable. Our Product Management Organizational Health Checklist and on-demand webinar can help.
The journey from random to strategic business development activities/strategies starts with the understanding of your peculiar Business Development Space and the possibilities therein. This presentation is the first in a series. It enables you evaluate your Business Development Space and what you can do with it.
Action-Oriented Professional Development In: Sales Incentive Compensation Design For Higher Performance And Impact:
Practical Essentials For The Competitive Edge
Practical, No-Nonsense, High-Impact, Solutions-Oriented,
Course Description: Sales Incentive Compensation Design For Higher Performance And Impact: Practical Essentials For The Competitive Edge (September 20 TO 22, 2016).Registration Deadline: September 13, 2016.
Empowering retention strategiesin the age of the customer
This white paper addresses:
– Why measurement programs need to change
– Six proven steps for a successful measurement program
– Using customer intelligence to predict and drive change
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Formalizing the Sales Support Function How-To GuideDemand Metric
Executive Summary
At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets.
Read this brief 2-page guide to learn:
Director of Sales Support Roles & Responsibilities
Action Plan for formalizing the sales support function
Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
How to Launch a Mobile App Guide How-To GuideDemand Metric
Executive Summary
A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows.
Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases.
This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app.
Read this brief 5-page guide to understand the following:
Benefits of creating a mobile app
Things to consider
Action plan for launching your mobile app
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Getting Started with Agile Marketing How-To GuideDemand Metric
Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Read this brief 5-page guide to understand the following:
How to apply agile methods to marketing
Important terminology
How Agile Marketing is currently being used
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Entering the European Market Successfully How-To GuideDemand Metric
Executive Summary
Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.
Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette.
This How-To Guide will describe the steps required to successfully expand into the European market.
Read this 7-page guide to understand the following:
Understand market potential
Identify product-market comibinations
Identify a local partner
Launch and start selling
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
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Ethical_dilemmas_MDI_Gurgaon-Business Ethics Case 1.pptx
Mobile Marketing Business Case
1. Mobile Marketing Business Case
Purpose
The purpose of this tool is to help you design a Business Case for an investment in a
Mobile marketing program. A Business Case is a formal management communication
document to justify and plan a project or investment by providing an opportunity
overview, key success factors, assumptions & decision-making criterion, business impact
analysis, sensitivity analysis, risks, contingency plans, and action-oriented recommendations.
How to Use this Template
Complete the following sections with your project team and/or stakeholders. Cut & paste
this information into a document that reflects your corporate image, and deliver your
Business Case to senior executives to sponsor the project.
2. Title Page
[Insert Company Name or Logo]
Mobile Marketing Business Case
[Insert Completion Date]
Completed By: [Insert Project Manager Name]
Completed For: [Insert Project Sponsor Name]
3. Table of Contents Page
1. Executive Summary 4
1.1 What Problem Does this Business Case Solve?
2. Opportunity Overview & Key Success Factors 4
2.1 Opportunity Overview & Project Purpose
2.2 Project Scope
2.3 Project Schedule
2.4 Key Success Factors
3. Assumptions & Decision-Making Criterion
7
3.1 Assumptions
3.2 Use-case Scenarios & Options
3.3 Recommended Decision-Making Criterion
3.4 Information Sources & Research Methodology
4. Business Impact Analysis 8
4.1 Cost/Benefit Analysis
4.2 Qualitative/Intangible Business Benefits
4.3 Required Resources for Implementation
5. Risks & Contingency Plans 10
5.1 Key Risks to Mitigate
5.2 Contingency Plans
6. Recommendation 11
4. 6.1 Action Plan
1. Executive Summary
1.1 What Problem does this Mobile Marketing Business Case Solve?
Provide a brief description of the problems that this Mobile Marketing Business Case was
designed to solve.
For example:
Deteriorating Brand Awareness
Lack of Customer Loyalty, Retention and Engagement
Poor User Experience
Low Response Rates
High Unsubscribe Rates
Declining Attendance/Participation in Events
Decreasing Lifetime Value of Subscribers
Waning Cross-Sell and Up-Sell Opportunities
Decreasing Revenue
2. Opportunity Overview & Key Success Factors
2.1 Opportunity Overview & Project Purpose
In this section, you need to obtain buy-in from your project sponsor so put a positive spin
on the solution that you are recommending.
Note: Projects that clearly fit organizational goals are more likely to be supported.
Document your vision of the impact your solution will have on the organization. Write
from each key stakeholder perspective.
For example:
5. Senior management: Increase top-line revenue, transparency
Sales: Broaden offering, cross-sell & up-sell opportunities
Marketing: Tighter marketing program integration
Customer Service: Drives automation, improve retention
IT: Minimal post implementation support required
2.2 Project Scope
Additionally, document what is in scope for this project and explicitly state what is not in
scope. If you are planning on a phased approach, provide a summary of what each phase
will look like from your perspective. Consider how many departments/stakeholders will be
involved; then, document them.
For example:
A Mobile Marketing program can involve sending a message from one phone to another
or from a computer to one or more mobile devices. The following sample project, which
involves Mobile Marketing via SMS, will be implemented in phases.
Phase 1 – Internal/External Audit: Review competitors, our existing efforts,
industry/market trends, customer habits, etc.
Phase 2 – Planning & Scheduling: Outline the objective, formalize the Mobile Marketing
program, select providers, obtain carrier approval, build campaigns, develop offer (SMS
Coupons), etc.
Phase 3 – Testing & Execution: Have carrier perform appropriate testing and kick off the
Mobile Marketing program by sending your first message via SMS.
Phase 4 – Integrated Marketing: Use Mobile Marketing with existing channels. For
example, build your opt-in list by adding a banner to your website that promotes your
SMS Coupon campaign.
Phase 5 – Reporting & Maintenance: Reports will be created, based on management
needs to monitor sales, customer satisfaction, website traffic, etc. Executive dashboard KPIs
6. for an SMS mobile coupon program may include: Number of Messages Delivered, Prospect
Engagement, Redemption Rates, Demographics (Gender, Education, Age, Etc.), Sales, etc.
2.3 Project Schedule
Following is a sample project schedule that you can customize further:
Project Milestones Deadline
1. Mobile Marketing Plan Approval March 15, 2012
2. Order SMS Short Codes April 27, 2012
3. Get Carrier Approval May 15, 2012
4. Integration June 21, 2012
5. Testing July 1, 2012
6. Execution July 9, 2012
2.4 Key Success Factors
Key Success Factors are the most important items that need to work for you to ensure
project success. Examples include: adequate budget & resources, skill sets, time to do the
project amongst other priorities, project sponsorship.
Key Success Factors Justification
Budget In order to purchase the appropriate technology budget is required.
Adequate training is also required to ensure the project’s success.
Buy-In & Support Management buy-in is required to ensure program success and
ensure staff take-up in sales, marketing, customer service, and IT
departments.
7. Executive Sponsorship To ensure system and project is aligned with corporate goals, and to
communicate with staff.
Resources Time will be required of management for detailed business analysis,
training and on-going contribution.
Sufficient Marketing and IT resources will need to be allocated to
ensure the following:
Proper integration of technology
Proper integration of existing marketing channels and/or
campaigns.
3. Assumptions & Decision-Making Criterion
3.1 Assumptions
List all the assumptions you made when creating this business case. Some examples of
assumptions include: costs, savings, incremental returns, pricing, volume, or resource
requirements such as expected consulting costs.
3.2 Use-Case Scenarios & Options
Contrast and compare various options, such as “Do Nothing”, “Conduct a Pilot”, “Conduct
Full-scale Implementation” or “Build Internally”. This section should provide assurance that
the business will not fall apart should it be decided that moving to your recommendation
is not feasible. Your goal is to economically justify your investment to generate returns.
3.3 Recommended Decision-Making Criterion
This section is useful for proposing the decision-making criterion that you believe a senior
executive should consider when making a decision. The idea is to make it very easy for
8. your sponsor to agree with your proposal, given that you have already completed the
majority of the required critical thinking.
Following is a suggested prioritized list of proposed evaluation criterion:
Revenue and customer benefits
Cost/Cost-savings
Opportunity to integrate existing marketing channels
Integration with existing systems
Time to deploy
Management performance insight
Use Cases in our Industry
3.4 Information Sources
Where did you go to learn more about this opportunity? Are your sources of information
credible? What process did you take to do the research? Some examples include: vendor
discussions, whitepapers, analyst firms, Google searching, conferences, peer-to-peer
networking, and consultants.
4. Business Impact Analysis
This section will outline the costs and benefits of the proposed initiative. Both quantitative
and qualitative (intangible) benefits need to be documented here. Additionally,
providing a “High/Low” adds an element of sensitivity analysis, which provides both a
conservative and optimistic outlook for your proposed initiative.
4.1 Incremental Cost/Benefit Analysis
Determine the projected incremental costs/benefits over a 3-year period. Insert your cost
categories, a description of each, and a high/low estimate for each. Divide total benefits
by total costs and multiply by 100 to obtain a %. Complete this worksheet for each use-
case scenario, and/or project option.
9. Cost/Benefit Analysis Worksheet
Project Costs
Costs High Low
Consulting Fees
Implementation Costs (Marketing Manager)
Maintenance (Administrator)
Training
Testing
Total Costs
Project Benefits
Benefits High Low
Increased Sales
Etc.
Total Benefits
% Benefits/Costs
4.2 Qualitative/Intangible Business Benefits
What are the qualitative or intangible benefits that were not captured in the cost/benefit
analysis worksheet?
10. Increased likelihood of successful interaction and open dialogue
Reach prospects more effectively due to expanded contact window
Build a better relationship with customers and increase loyalty
Facilitates the transmission of time-sensitive information
It’s Green!
Insert Other Intangible Benefits Here
4.3 Required Resources for Implementation
What are the required resources in terms of budget, staffing, consulting, or other
expenditures related to moving forward with this business case?
For example:
Budget, per section 4.1
Staff Resources: Administrator, Marketing Manager, etc. – X hours/week
Management in Sales, Marketing, Customer Service: commitment to cooperate with
IT on business requirements, training, and roll-out to their staff
5. Risks & Contingency Plans
This section will outline the key risks that need to be mitigated and provide contingency
plans for each identified risk. Risks include: lack of end-user adoption, project over-
time/over-budget, technical risk, and senior management commitment.
5.1 Key Risks to Mitigate
For example:
Lack of management commitment and/or adoption
Lack of end-user adoption
Technical risk
5.2 Contingency Plans
11. What is the contingency plan for each of the preceding risks?
For example:
To ensure commitment of managers in sales, marketing, customer service
departments, there will be a virtual committee/team formed for the Mobile
marketing program. This team will be lead by X, and their job will be to identify
specific business requirements, ensure two-way communication with staff, identify
training requirements, and measure benefits gained.
To ensure buy-in from staff, the committee will be responsible for establishing a
communication and change plan with a phased implementation. Management will
also communicate upcoming changes with staff, highlighting the benefits of using
mobile marketing to staff and customers. After each phase of implementation, the
group will gather feedback from the staff to incorporate updates or changes in the
next phase.
Ensuring our current IT infrastructure is compatible with the various mobile mediums
selected will mitigate technical risks.
6. Recommendation
What is your proposed course of action? Insert your recommendations here.
6.1 Action Plan
1. Approve budget
2. Approve staff resource allocation to project
3. Approve formation of Mobile Marketing Management Committee to proceed with
managing and reporting on the progress of the project