Accio is a concierge business in Victoria, BC that currently focuses on food delivery. They plan to expand into high-end business and condo concierge services. Over the next year, Accio will re-market itself, create subscription service tiers, and boost its online presence. Within three years, Accio aims for 75% of business customers to subscribe and become a well-known local brand that restaurants and businesses regularly request services from.

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Accio
Marketing Plan
March 3, 2016
Team 5
Ross Berg, Keira Clark, Owen Helfrich, Codie Lowes, and Kathryn Ryan

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Table of Contents
1
Executive Summary 2
Research
Industry Analysis 3
Competitive Analysis 3
Customer Analysis 3
Company Analysis 3
The Napkin Pitches
#1: Customer Feedback 4
#2: Word of Mouth 5
#3: High-end Condo Concierge 6
#4: High-end Business Concierge 7
#5: Subscription Pricing 8
The 8 P’s
Product 9
Price 9
Promotion 10
Place 10
People 10
Process 10
Productivity 10
Physical Evidence 10
Development Plan and Key Milestone 11
Conclusion 11
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Industry analysis identifies an opportunity for
concierge businesses that focus on busy
professionals and legal, accounting, and
technology businesses. Local competitors are
positioned toward the lower end market,
providing Accio with a great opportunity to create
a more profitable niche market. Victoria has a
growing business sector including Accounting
firms, Law firms, and Tech Companies, which
meet the ideal income profile for these services.
Accio can capitalize on this market segment by
refining their services to cater to both businesses
as a whole and individual business people
requiring easy and efficient on-demand
assistance. To execute this strategy, Accio will
focus their attention on promotions, pricing, and
process. Promoting their brand and services
through word of mouth, online customer review
channels, and social media. Accio’s pricing
system will allow customers to select a level of
service for ordering and personalized delivery
service.
By building a high-end business concierge, Accio
is entering a market in Victoria that currently does
not exist. With a strong product, process, and the
right price, Accio can be the leading high-end
business concierge service in Victoria.
Executive Summary

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Research
1
Industry Analysis
In 2012, the business concierge industry in the U.S.
was valued at $220 million, comprising of over 650
companies. The business concierge industry has
had a 3.2% annual growth rate over the last 5 years
in the U.S. alone and is expected to grow to $264
million in 2017. This is a niche market in which
people are willing to pay to have errands
completed for them.
An interview with a former concierge business
owner in Calgary revealed that she initially wanted
to target high-end customers, but discovered her
company needed to expand their target market.
This led to contracts with a high-rise condo, The
Calgary Polo Club, and the local movie industry.
She learned very quickly that promotion through
word of mouth was more successful than trade fairs,
advertising in local magazines or her company
website.
Balance in Style is one of Canada’s top business
concierge services. Based out of Ottawa, they
provide both personal and corporate services,
including virtual assistant services. They fulfill any
requests from their clients through hourly rates of
$65/hour or subscription-pricing options. They
promote through word of mouth, their blog, and
local media.
Competitive Analysis
Presently in Victoria there are eight other concierge
companies; all of which are small businesses that
focus on personal services for locals and tourists,
with an average price of $30/hour. They do not have
a high-end focus, nor do they cater to business
professionals. As well, local competitors do not
currently have mobile apps or online ordering
websites. Overall there is little distinction between
the services offered by Accio and their direct
competitors in the Victoria area.
Customer analysis
Through research, Style in Balance shares that “92%
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of employees admitted to taking personal or sick
days just to get errands done.” Additionally
“93% of responders spent work time handling
personal matters – e.g., ordering items online,
running errands, shopping nearby, researching
family vacations or retirement homes for their
aging parent.”
IBIS World predicts that business people who
earn more than $100,000 annually and use a
business concierge service tend to see an
increase in income over time. This is a result of
additional time to focus on their business and
entrepreneurial activities. Therefore, your niche
market is business professionals who earn 100-
200K annually with a focus on lawyers,
accountants, and tech companies.
The breakdown of corporate businesses in
Victoria includes 124 Accounting firms, 32
Lawyer offices, and 76 Tech Companies.
Statistics Canada states that 11% of individuals in
BC make over 100K annually (9.2% within 100-
200K). The population of Victoria is 80,017 and
continues to grow. From these stats, it is
estimated that approximately 7,300 people in
Victoria are within this niche market.
Company analysis
A majority of Accio’s service is food delivery,
which is comprised of 75% individual customers,
25% business customers, and averages 10-15
orders per day; 70% restaurant, 15% Costco,
15% Other (liquor, groceries, item pickups &
drop-offs, etc.). Through direct connection,
Accio is currently targeting the Tech industry,
which is known to provide food for their
employees’ so they can focus more on their
work.
Currently, Accio provides a vast array of
services, which continues to grow as requests
come in. The use of web and mobile applications
for ease of ordering differentiates Accio from
local competitors, as does the business
relationships developed with local partners.
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The Napkin Pitches
Our research led to five napkin pitch ideas that cover a broad range of marketing
initiatives and tactics that capitalize on noticeable gaps in the existing market and
hone in on Victoria’s customer base.
Napkin Pitch #1: Customer Feedback
Use customer interactions to receive and
address feedback.
How it works
Accio has a great advantage of interacting with
customers face-to-face and through tech
platforms (text and email). Leveraging these
contact points provides supporting information to
pivot or propel the business model, while
increasing client interaction to encourage
feedback and referrals on social media and
online review communities.
Face to face: With Accio’s existing business
model, the employee delivering food has an
opportunity to interact with the customer face-to-
face to solicit direct feedback on their
experience.
Text: Following all orders, a text will be sent to
the customer with a link to provide feedback on
their experience from beginning to end. By
completing the survey, Accio will offer customers
a 20% discount on their next order.
Social Media and Review communities: Accio can
encourage customers to leave feedback through
existing social media channels or review
communities such as Yelp and Google+. By
creating a feedback section on Accio’s website,
potential customers will be able to see what
others have said about your service and be
motivated to try it out for themselves.
Problems Solved
Customer feedback brings both internal and
external advantages.
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Internal:
• Taking feedback and reflecting on
improvements will strengthen your overall
business and customer connection, as
customers will feel heard and respected.
• Ensure future growth is congruent with
customer needs and wants to build
customer satisfaction.
External:
• Customer feedback helps grow the
business model; customers share their
experience, which brings in new customers.
• Customers are more willing to provide
feedback to those they have a relationship
with.
• Customers start using your services
regularly because their voice is being
heard and they feel valued
• Exposure through social media and review
communities will build the Accio brand
through unbiased feedback and referrals.
Benefits
Through feedback, Accio can focus on areas that
customers believe need improvement. Customer
feedback is pivotal to gain clarity on what they
value the most.
Free advertising/search optimization: these online
communities serve as a great tool to reach a broad
customer base organically providing true customer
referrals. Building the database of community
review channels will also help strengthen web
traffic through search engine optimization and
search term diversity.

5. Brand
Awareness
Napkin Pitch #2: Word of Mouth
Inspire the local community to spread awareness of Accio through word
of mouth, person-to-person interactions.
How it Works
Act as a conduit to encourage both customers and corporate partners to share
their experience with Accio by using incentives and promotions. These cards
will be available to customers at the restaurants and stores Accio partners with.
Customers: Create a discount card system for early adopters and existing
customers who refer Accio via word of mouth, online communities, social
media, and customer review sites.
Businesses: To encourage word of mouth through business partners (ie.
Restaurants, shops, etc), Accio promotes their valued partners through multiple
channels:
• Promote partner with monthly special
• Publish a menu highlighting the food from valued partners
• Highlight restaurants, through social media, adding value to both
customer and partner relationships.
Problem Solved
Brand awareness is essential to grow your business. Two ways to successfully
do this is through community and online channels. Focusing on the community
elements will help establish Accio as a trusted local business. This will also
bring awareness to the benefits of partnering with Accio.
Benefits
Word of mouth referrals will help create customer loyalty, expand online
awareness, and build brand recognition and trust. This will drive more local
businesses to partner with Accio, which will expand your overall service
offerings.
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Napkin Pitch #3: High-end Condo Concierge
“Hotel style” on-site concierge service for high-end condos.
How it works
Build relationships with strata managers, residents, and condo development
companies to demonstrate the added value an on-site concierge service
provides. This service is also a form of security and reassurance for the tenants.
The service leverages Accio’s knowledge of Victoria and your connections with
local restaurants and businesses.
Problem Solved
Condo concierge services will provide a new revenue stream from a service
that is presently not offered in Victoria. Using Accio’s delivery service to
complete condo concierge requests will generate additional revenue.
Benefits
Accio’s condo concierge service brings hotel luxury directly to Victoria’s
residences. This will provide customers with a reliable service within the
convenience of their home. Accio will benefit by adding another revenue
stream, a business offering that does not compete with other services you
provide. Condo strata’s will also benefit, as this will free up more of their time
for more important business.
Hotel
Luxury
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7. Time
Saving
Napkin Pitch #4: High-end Business Concierge
Offer an on-demand business concierge service at an hourly or
subscription rate.
Target busy corporate clients in need of a service to complete
business and personal tasks, allowing clients to focus on the most
important tasks at hand.
How it works
Two types:
Corporate – “Assistant to the Assistant.” Provides services including almost
anything, from business errands to personal tasks for Business Executive
Assistants in busy Legal, Accounting or Technology firms.
Personal – Direct to busy executives providing concierge services without
the aid of an assistant.
Problem Solved
Accio business concierge will create another revenue stream and business
offering to stimulate existing services. This service will add value to
customers, while building brand loyalty.
Benefits
Address a growing market in Victoria by offering customers a service that
values their time. Expanding your market reach as you provide a
professional service to support customers in accomplishing errands.
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8. Napkin Pitch #5: Subscription Pricing
Provide multiple levels of service, targeting corporate clientele in need
of outsourcing business and personal errands
How it works
Clearly present the services in 3 distinct pricing structures. The pricing
breakdowns will encourage pre-booking, as the rates will be discounted
compared to hourly rates. The customer selects the pricing option that best
suits their needs. By selecting a subscription price, the customer is committing
to using your services for a specific number of hours. This pricing structure will
be unique to Victoria.
Problem solved
Providing 3 levels of pricing will allow customers to select the option that best
fits their needs. Customers can commit to a package without having to
continually revaluate their ongoing needs.
Benefits
Pre-booking services will increase Accio’s revenue while building clientele for
a known set of time. For the customer, the three options allow flexibility to
select a subscription that works for them and their needs. Subscription based
pricing will offer clients the opportunity to also save on their order with the
discounted price.
Flexibility
for Clients
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Product
Business concierge
Customer analysis shows that there is a demand for business focused
concierge services. Outsource tasks allowing the individual or
business to focus on important tasks and free up more leisure or
personal time. For businesses this product would be focused to
existing executive assistants inside the firm. For individual business
people, Accio business concierge is intended to act as a personal
assistant without the long-term commitment traditionally require to
fulfill the position.
Condo concierge
Accio’s condo concierge will provide assistance on everyday tasks:
food delivery, kitchen stocking, and maintenance logistics. This
product will add value to residences by offering a high-end
experience that will gift them time to do other things and strata
manager by providing them with more time for more important tasks.
Two packaging structures will be offered: Providing services on an
on-call basis; if a strata or resident needs a service from Accio they
can call or use a digital platform. Secondly, offering four levels of
service: hourly, commitment 1, 2, and 3. This will allow the customer
to have a clear understanding of the options and expectations
involved at each level of service.
Price
Pricing will be positioned slightly higher than the pay of traditional
executive assistants they will be replacing. From our market
research, pricing Accio’s high-end service at $50/hour is within the
acceptable range and in-line with your target market. From our
market analysis the average hourly rate for a comparable business is
$30/hour with the more successful businesses charging upward to
$60/ hour. Positioning along the higher end of this scale is essential to
maintain the brand image Accio is building. High hourly rates will
help incentivize the subscription service, which provides more
options to customers depending on their price sensitivity and
commitment.
The 8 P’s

10. Subscription pricing will clearly layout the options
of what services are available at what price level.
Pricing will be broken down into 3 categories:
bronze, silver, and gold. Bronze will be directed to
fulfill the needs of an individual consumer, Silver
will be directed to fulfill the needs of a small firm,
and Gold packages will be directed to larger firms.
This hourly rate will also be in conjunction to
Accio’s existing per unit markup.
Promotion
Promotion will occur through
advertising/community channels, word of mouth
reference, online presence, and direct print and
online advertising. Leveraging existing business
partnerships by creating an arrangement to cross
promote one another's businesses will help
strengthen those partnerships, while expanding
your customer base.
Growing your online presence is extremely
important to further promote your services. By
implementing a word of mouth referral incentive,
you should see a significant increase in online
referrals on social medial and customer review
communities.
Meet with businesses and condo strata councils that
fit your target market, create a professional
proposal and sales pitch of what Accio offers, and
present it to the appropriate stakeholders.
Place
Delivering anywhere in Greater Victoria, with a
focus on the downtown core. Customers will
purchase Accio services primarily through your IOS
and Android application. While most sales are done
through your website, this is likely to shift as your
app gains exposure and society’s use of apps
increases. Phone orders will be significant, as some
customers prefer to speak with someone directly,
especially if they are paying a high rate.
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People
Developing a professional training program for
new employees to get them familiar with the high-
end concierge service. Employees will operate at a
high level of professionalism and efficiency
providing 5-star customer service. Employees will
consist of drivers, and a sales team.
Process
Seamlessly process online orders, accept payment,
and keep customers informed of their delivery
through a live feed.
App and website: Customers can easily navigate
through online offerings. Repeat customers, can
order efficiently with the option to easily select
previous orders, which are kept on-file. Customers
will also be able to schedule services in advance.
Productivity
Committed to responding to all inquiries the same-
day and completing all services in a timely,
professional, and efficient manner.
Physical evidence
Having an easy-to-use website and app, and a
professional team will help strengthen your brand.
Drivers dress professionally and drive company
cars, which are all the same for consistency and to
gain brand recognition.

11. Development Plan and Key Milestones
1 Year
• Accio re-markets themselves to focus on their high-end business concierge and high-end condo
concierge
• Accio creates three levels of service, within their concierge business stream
• Increase in online presence through word of mouth referrals and incentive program
• App updates made to include business concierge tasks and orders
• Accio receives orders through text, website, and phone
3 Years
• 75% of Accio’s business concierge customers are through subscription services
• Accio is familiar brand around Victoria
• Accio receives requests from restaurants and businesses monthly
• Accio’s team has expanded to 20 employees
• Accio has strong relationships with hotel concierges
5 Years
• Accio is the leading high-end business concierge for legal firms, accounting firms, and tech
companies.
• Accio is a well-known brand around Victoria, one that customers trust.
• New condo developments reach out asking Accio to run their condo concierge service
Conclusion
Through an industry analysis we have identified the key gaps existing in the potential business concierge
market. With little competition in the high-end business concierge industry, Accio can expand into this
industry to gain market share and revenue streams. Accio is positioned well to capitalize on this market
segment by refining their services to cater to both businesses as a whole and individual business people
facilitating efficient on-demand assistance. Through a creative pricing model, which includes a
subscription-based service, Accio can offer their services at an affordable price.
While expanding into the business concierge market, Accio has an opportunity to promote their brand
and new services through community, word of mouth, online customer review channels, social media, and
specific print advertisements. Accio has the ability to leverage their tech platform to provide a seamless,
easy, and professional customer interaction.
By building a high-end business concierge, Accio is entering a market in Victoria that currently does not
exist. With a strong product and the right process, price, and people, Accio can be the leading high-end
business concierge service in Victoria.
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