MindManager Version 9 for Mac Business Case_092010

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MindManager Version 9 for Mac Business Case_092010

  1. 1. MindManager Version 9 for Mac Business Case
  2. 2. MindManager Version 9 for Mac: Objectives Drive revenue for Mindjet - New product announcement drives attention to both Mac and Windows products Increase net new user licenses Establish greater consistency across product platforms Improve existing customer satisfaction levels 2
  3. 3. ANALYSIS 3
  4. 4. Adding up the Mac Revenue Half of revenue allocated to MM8 total revenue due to Total MM8 Revenue: early announcement of MM8 Actual: 1,452,390 Promo: 231,711Buy MM7 Mac, Get Total: 1,684,101MM8 Mac PromoStarted in 09/2009 4
  5. 5. MindManager v8 Mac Costs MindManager v8 Mac Gross Profit Gross: $1,684,101 Net Margin Cost: $623,000* 6000 Net Margin: $1,061,101 233000 (as of 08/2010…….7 months availability) Outside Development Cost Achieved ROI: March 2010 384000 Internal (2 months after launch) 1061101 Overhead Cost* Outside development: $384,000 Marketing Campaign Internal overhead: $233,000 Spend Marketing spend: $6,000*Does not include any non-engineering internal costs 5
  6. 6. MM8 for Mac Customer Base 6
  7. 7. MM8 for Mac Customer Base1. FULL PRICE PURCHASES a. 31% of the customers that purchased Mac 8 were net new customers to Mindjet – this is still a great new number and opportunity b. 14% that purchased were MM Windows customer buying Mac for the first time – they had never held a previous mac version2. Upgrades a. 28% were Mac prior version upgrades b. 27% upgraded already owning BOTH versions of MindManager – Mac 7 and a Windows version (not all version 9s) 7
  8. 8. Mac Market Facts & Figures• Mac market is growing in the US In 2010-2011 is your firm – 1.4 million Macs sold in Q2 likely to allow more users 2008 to deploy Macs as their – 3.05 million Macs sold in Q2 enterprise desktops? 2009 2%• Mac shipments to businesses 19% grew 50% y/y (Q2 ‘09-’10) Yes No• Mac sales to government Unsure organizations up 200% y/y 79%• 93.96 million users of OS X operating system (~8% market) 8
  9. 9. MINDMANAGER VERSION 9 FOR MAC:PROPOSAL & RECOMMENDATION 9
  10. 10. MindManager Version 9 for Mac: Proposed Lighthouse Features• Adopt MS Office 2011 for Mac Interface to Create Consistent MindManager Experience across Platforms• MS Office & Outlook 2011 Integration• Presentation Mode• SharePoint Content Management Support• Google Docs Back-End Integration 10
  11. 11. Projected Finances for MM9 for Mac 11
  12. 12. Development Approach• Development by external teams (Virtual FX)• Development resources separate from MindManager v10 for Windows and MindManager Web projectsDoesn’t interfere with critical path of higher priority projects 12
  13. 13. Next Steps• Approve MindManager Version 9 for Mac• Sign UX & Development vendors• Proceed with Phase 4: Inception and Phase 5: Elaboration• Post-Elaboration XT Presentation: – Updated financial model – Updated timeline – Detailed product plan – Preliminary go-to-market plan Phase 4: Phase 5: Phase 6: Phase 7:Phase 3: Analyze 08/01–09/30 Inception Elaboration Construction Transition 10/01—10/28 10/29—11/24 11/25—4/13 04/14—04/20 13
  14. 14. BACK-UP4/22/2010 14
  15. 15. MindManager Unit Growth MindManager for Mac Unit Sales by Quarter 12000 10000 MM8 launchedNumber of Units Sold in Q1 2010 MM8 pre-sales 8000 began at the end of Q3 2009 MM Mac MM7 launched 6000 in Q2 2007 Linear 4000 (MM Mac) 2000 0 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 06 06 06 07 07 07 07 08 08 08 08 09 09 09 09 10 10 10 Quarter by Year 15
  16. 16. MAC MARKET ANALYSIS 16
  17. 17. MindManager Version 9 for Mac Requirements Research Sources• Staff Interviews – Interviews staff members representing product management, product marketing, program management, user experience, engineering, sales, marketing, customer service, and EMEA• Customer Feedback – 1,432 support requests pertaining to MindManager for Mac dated 02/2009 to 08/31/2010• Design Partner Data – Reviewed design partner data for 1,392 users from 11/2009 to 4/2010 Windows users, and ascertained certain assumptions about the Mac audience from that data• Online Community Feedback – Yahoo! MindManager group feedback 11/2009 to 08/2010 – Mindjet Blog feedback – Mindjet User Forums feedback 05/2007 to 08/2010 17
  18. 18. Appendix• http://www.businessinsider.com/2008/7/microsoft-s- real-problems-cloud-computing-and-the-second- coming-of-apple 07/2008• http://www.geek.com/articles/apple/apples-q4- earnings-shine-thanks-to-a-record-number-of-macs- and-iphones-sold-20091020/• http://arstechnica.com/apple/news/2010/08/macs- making-bigger-enterprise-gains-than-rest-of-pc- market.ars 09/2010• http://www.numberof.net/number of mac users/ 05/2010 18
  19. 19. Added 09/21/2010 FOLLOW-UP TO XT PRESENTATION4/22/2010 19
  20. 20. 125,454 Mac customers22,653 Mac customers have MM Windows102,801 Mac customer have no MM Windows10,016 Mac customers have Version 8*2,852 Mac8 customers have MM Windows7,164 Mac8 customers have no MM Windows*Mac Version 8 customers (10,016) are customers who bought Mac7 Licenses or Mac7 Upgrades after 11/24/2010, and customers whobought Mac8 Licenses or Mac8 Upgrades. 20
  21. 21. 21
  22. 22. Marketo Data 11/24/2009 – 09/20/2010Category Win Previous Mac Email CountTotal MM8 Mac 0%-100% 0%-100% 10016Mac8 emails with previous Win 100% 0%-100% 2852MM8 emails with previous Win but no previous Mac (Win -> Mac8) 100% 0% 1205Mac8 emails without previous Win 0% 0%-100% 7164Mac8 emails with previous Mac (Upgrade or MSA -> MM8 Mac) 0%-100% 100% 5275Mac8 emails with previous Mac and previous Win 100% 100% 1647Mac8 emails with previous Mac and no previous Win 0% 100% 3628Mac8 emails without previous Mac (new MM8 Mac License) 0%-100% 0% 4741Mac8 emails without Win or Mac (new MJ Cust) 0% 0% 3536 22
  23. 23. MM8 for Mac Customer Base Units of MM8 for Mac 3785 14% Net New Licenses Existing User Upgrades 86% 23077 23

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