This document outlines a direct sales approach for PeoplePerHour to build a corporate customer base and generate predictable revenue streams. The approach involves: 1) Understanding the client, freelancer, and market landscape, 2) Building a value proposition for clients, freelancers, and PPH, 3) Developing a direct sales team using a phased approach, 4) Implementing go-to-market strategies like targeting specific industries and using tools like ROI calculators, and 5) Scaling the model by monitoring metrics and expanding the sales and freelance bases. The goal is to establish PPH as a trusted partner providing reliable services to clients and a predictable income stream for freelancers.

1. PeoplePerHour
Direct Sales Approach

2. Objectives
Create a direct
sales force
Build a
corporate
customer base
Generate
predictable, repeatable
revenue streams

3. Barriers
PPH CLIENTS FREELANCERS
• No sales force • Untested model • Volume commitment
• No case studies • Unpredictable needs • Service level commitment
• Unclear business model • Unclear risk • Flexibility and choice
• Direct client-freelancer • Continuity of relationship
relationship risk with freelancer
• Finding the right contacts • Guarantee of service
• Finding the projects levels
• Cost of direct sales force • Internal business
• Need to educate market scepticism

4. Approach: Proposition
The model works for all parties involved
Reliability CLIENTS PPH Corporate customer base
Unparalleled ROI
Retainer/renewal fees
Efficient model
Single, trusted partner Changing the market
FREELANCERS
Predictable income stream
“Own” sales force
Access to blue chip clients

5. Approach: 1) Understand the market
DESK RESEARCH CLIENT RESEARCH FREELANCER RESEARCH
 Review existing data for strong  Create shortlist of top potential  Use desk research to identify
client-freelancer relationships clients representative freelancers
 Find key patterns (type of  Find key contact(s) within shortlist Create online/ telephone survey
deliverable, most prevalent and organise interviews for key group (based on client
industries, skills most in demand/at drivers, PPH KPIs)
highest premium) Face-to-face meetings to
understand financial models, key  Run survey and collate findings
Create list of target industries, drivers, main fears /barriers
companies, freelancers  Understand key factors for
 Understand key factors in decision freelancers including value of repeat,
 Set target KPIs (number of clients, making process (RoI, SLAs ) corporate bookings
number of jobs per quarter, average
order value per job, repeat business ) Understand optimum business Understand minimum SLA
model for payment commitments
 Examples of success e.g. JetBlue

6. Approach: 2) Build the proposition
Benefits to PPH
Build corporate
brand
 Predictable revenue
stream
 Increased share of
revenues
 Get to the blue chip
mainstream
PPH
CLIENTS FREELANCERS

7. APPROACH: 3) Build the direct sales team
Adopt a phased approach – building cost in line with revenues
BUILD THE [1] Existing [2] Freelancers [3] Dedicated
TEAM internal staff on commission team
CREATE THE
Work from ROI Target PPH Accelerators for
COMMISSION model main KPI long term deals
PLAN
Beta Expand
GROW THE programme for Work through marketing
CLIENT BASE key existing target list effort with case
clients studies

8. APPROACH: 4) Go-to-market strategies
Target Market Tools Channels
ROI Calculator (deliverables, cost Existing clients (based on research
“Photofit” companies (build list of FTE, NI & Tax, desk space) findings)
from research findings)
New departments of existing
Service Level Agreement
clients
Departments to target
Case studies Cold calling “photofits”
Biographies Industry websites & social media
Projects to target
(Marketing, Design)
Payment plan Thought leadership
Build org chart & project maps
Independent reviews PR

9. Approach: 5) Scale the model
Set up monitoring
(revenue – sales
base & OTE)
Use freelancers to Build pipeline
scale in line with (hitlist: probables:
monitoring coverage)
Build direct sales Build freelance
team base

10. Conclusion
Generate
Get into
Build direct repeatable
blue chip
sales model revenue
mainstream
stream