Precise Software Solutions is a small software company considering launching a new product called INSIGHT at the upcoming OpenWorld conference in September 2000. However, the team does not think they can complete the full product on time. Key decisions for management include whether to launch a limited version or wait another year, how to price the product, and whether to use the existing sales force or create a new one. While an early launch could help define the market and sign early customers, there is a risk of damaging the company's reputation if the product is not ready. Pricing a limited version at a reduced price may also make later price increases difficult. The existing sales force is experienced selling to database administrators but may not be optimized for selling to

1. Precise Software Solutions

2. Case facts
• Prescise Software Solutions, located in Westwood, MA, is a small software
developer with one successful niche product and an idea for another, bigger
value proposition.
• Bulk for their sales come from Precise/SQL which provides DBA with important
information about how database is working.
• The new product PRECISE INSIGHT has potential to impact the entire IT operation
• Shimon Alon is planning to launch the product on ‘Open World’ in Sept 2000 but
the team does not think that they can complete the product on time
• The management needs to decide ‘when to launch the product?’, ‘should they
release limited functionality version or wait for one more year to launch full
product?’, ‘how will the new product be sold?’, and ‘what will be the price of the
product?’

3. Q1) Should Alon plan on introducing INGISHT at OpenWorld 2000?

4. Go for launch or not?
The arguments in favor of launching INSIGHT are:
• Setting expectations in the market: defining ‘end-to-end’ space
• Being identified as the player in the emerging segment
• Tying up important lead customers
• There is always a option to pull out OpenWorld if they think that they will not
be able to make it
• Figuring out potential problems in space before others

5. Go for launch or not?
• The arguments against launching INSIGHT are:
• Reputation: If Precise creates an expectation and show up with partial
solution, it might have negative impact on company’s reputation
• Impact on process: Precise might rush through the alpha and beta phases,
missing important insights
• Pricing: If Precise launches a lightweight version of INSIGHT at a reduced
price, it may be difficult to raise that price later when the product is at full
functionality

6. Q2) Should Precise launch separate sales force for the new product or
sell it through their existing sales force?

7. Arguments for single sales force
• They have been successful in selling multiple products ( Interpoint as
well as Pulse) in the past.
• They are experienced and successful. They know the space and their
expertise has not been debated till now.
• They have developed strong relationship with the DBAs and have
been viewed as important problem solvers.
• There is a fixed cost associated with starting and running a sales force.

8. Arguments for multiple sales force
• The buying process is quite different. DBAs bought SQL because it
helped her to win ‘blamestorming’ session. But the sales of INSIGHT
is based on an understanding of CIO’s pain points.
• There can be problem of ‘cross-product’ effect. Sales team might not
be able to allocate the right amount of effort to sell INSIGHT and SQL
simultaneously.

9. Q4) How should Insight be priced? Develop an ROI model for
Precise/SQL product
• We would recommend value based pricing approach. That means a
price for a customer should be proportional to the perceived value
derived by the customer from the solution

10. ROI model for Precise/SQL
• DBA Saving:
Assuming they work for 40 hours per week
No. of hours saved/DBA/Year = 9.4*52 = 489 hours
Salary of DBA = $60000/52 weeks/ 40 hours per week
= $28.85/hour
Annual saving per DBA per year = 489*26.64 = $13027/DBA
Annual saving per firm = 13027*10 = $130270

11. ROI model for Precise/SQL
• Hardware saving:
Assuming annual interest rate = 10%
Cost of capital saving = 143000*.10*3*.6/12 = $21450
Saving due to price drop = 1430000*.3*.6*3/12 = $64350
Total hardware saving per firm = 21450 + 64350 = $85800

12. ROI model for Precise/SQL
• User saving:
No. of daily transaction per user = 194000/215 = 903 trans/user
Daily end-user response time per user = 903*15 =13545 sec/user
= 3.76 hours/user/day
Improvement in end user response time = .25*3.76 = 0.94 hours
% of response time saved per user = .94/8 = 11.75% of time
Saving per user = 30000*.1175*1.33 = 4688/user/year
Total user saving = 4688*215 = $1007920/year

13. ROI model for Precise/SQL
• Total saving = 130270 + 85800 + 1007920 = $1223990/year
Average price that firm is charging = (15000+25000) /2 = $20000
ROI = 1223990/20000 = 6112%

14. Thank you