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Our final presentation!
Transcript of Our final presentation!
Personal Experience ACV $70,005 Problem Annual Contract Value Loaded with expenses average average Background Analysis Change & Trend Source: Feb 6, 2012 Brightcove S1 - Financial Results Lower one (CAC) and/or
increase the other (ACV) Solution: Most companies cannot sustain this Matrix Partners preso! Harvard Business Review How to lower the cost of enterprise sales? ReBook Introduction win? Marketing Mix Strategies (4Ps) Strength Weakness
Opportunity Risk We wanna Rock the Public! Analysis of the Environment (SWOT Analysis) Financial Forecast profitable? A profit and loss statement (P&L) Background Objectives Image and Culture Thus... get down to reality! Marketing plan for Content positioning run a secondhand bookstore! CUI CAN 10321156
XU XIAOJUAN 10321145
ZHONG MEILING 10321141
GUO FENGXIANG 10321148
YUAN DAYUAN 11910376
LI ZHAOQIU 10321084
Academic Supervisor: SONG HAIFENG Our Strategy to Deal With the Environment! BCOV S1 Implementation Implementation Meet the ends! and Control control The Cost to Acquire a Customer (CAC) exceeds the Life Time Value (LTV) a customer brings us. This is my third go-around selling to large enterprises, SkyStream, Kontiki and now Qumu.
I like to explain to you the problem the way I see it, the changes I suggest to avoid making the same mistake again. and Travels to Clients Travels to clients to get to know them
Build report over lunch, dinner & golf events
Uses Social Media to find new leads
Closes deals face-to-face to relay commitment SFDC 10-K Everyone uses
same model Tools Skills Methodology Skills ! Tools Organize Latest in asynchronous selling tools Price Distribution Channel Promotion Building good habit! The "Secondhand" is welcomed all over the world! Make meaningful
book flow! Our final goal is to offer added value to our customers by providing valuable books with lower price, considerate service, and unforgettable experience. Culture and Image Recycle Reborn Reform and your book! Marketing Mix Strategies (4Ps) Survey results! Further Market and Customer value Analysis Positioning I. Ideal customers demographics 1.Target
University students (ZhuHai campus.) 2.Below yuan. 3. Psychological mindsets:
Save more money.
love learning&reading. II. Deep insights into what customers need and want 1.Full range
of books. 2.Lower price and more discounts. 4. A good atmosphere. 3.right versions of textbooks. Position Part.
Control Part Promotion Part.
Control Part Implementation
Control Part 2 Analysis of the Environment
(SWOT Analysis) 2.1 Internal Analysis 2.1.1 Strength
2.1.2 Weakness 2.2 External Analysis 2.2.1 Opportunity
2.2.2 Threat Weakness Opportunity Threat Financial
Vulnerability Products Management Profitable A Gap in
the Market Entrepreneurship Project Support Existing
Weakness Economy and
Finance Loss of Staffs Cash Flow Increasing
Competition Growth Strategies Weakness Threat Creating second-hand bookshop
Offering a place to sold and buy books in need
Providing with supporting service. think about Promotion Advertising
Message Media form
promotion we will spent 10% of our working capital making a good promotion. Objectives setting Budget
VIP Price Cost Approach Market Condition Approach Informative advertising Persuasive advertising Competitors analysis Price discount setting 20-50% Discount Position second-hand books
books exchanged bought,
traded Target customers: Students teachers Main product : Main function : Attributes Low price Certified quality Latest edition Variety Supporting services 1. book exchange
2. deliver service
3. refund service
4. book renewing
5. book donating
6. notes copy sharing
7. group purchasing further market &customer analysis Requirements!!! textbook reference book extracurricular book note book magazine 5+7= (cc) image by anemoneprojectors on Flickr Other pricing Approaches Book-Book exchange Book-Stationary exchange Exchange books with stationary (like pens notebooks ruler etc.) Prime price <1 yuan
Deliver handbills a week before our bookshop open. Banner Promote with a bright banner Internet Open microblog, Renren and homepage to present our new dynamics and attract our customer's attention
Direct marketing Media E-mail
The Internet Special promotion
activities Dragon Boat Festival
National Day Propagating main concept of our bookshop
Instill new ways to purchase book into students’ minds
Informing customers of our advantage compare to our competitors Persuading customers to purchase our books now
Convincing customers to tell others about our bookshop
Persuading customers to join our VIP group Interior Design Large bookshelves
One section for promotion
A large bar for relaxation and chatting
Free wifi for students
Brochures and tickets advertising all the public lectures Prepare for the beginning Make a huge textbook list Staff
The behavior of each staff will be assessed
make rules for the staff
In the short run, the burglar proof is depended on our staff.
In the long run, we plan to introduce the electronic gate to guard against burglary. Handbills Place
Love your money, and love your book!
Give your book second life!
Get your book right away!
Want a book, join others!
Your book has potential! Financial
Vulnerability Products Management Economy and
Finance Loss of
Staffs Cash Flow Increasing Competition Entrepreneurship
Project Support 1. Membership System
2. Door-to-door Service
3. Strategic Alliance Peak-slack
Strategy Management and
System Sell in our bookstore(main)
Sell through internet (not now)
Sell in group
Exchange books(for commission charge) Implementation and control Keep adjusting !!! Monitor the whole process. Budget Purchase channels From students’ agent/ students in group
From book wholesaler Distribution channels ... small strength customer base staff location product and service connections are resources! 1500 A profit and loss statement (P&L) Profit Textbook: Reference book: Customer:1 out of 5 from 25 Yuan 17 Yuan 10000 people Profit=0.2*book price =(25+17)*2000*0.2 Financing Cost of book purchased 25000 total of furniture of rent of salary of promotion in 13650 6400 2500 380 47930 =16800 Balance Financing can be paid in a year 25000 2500 salary 6400 rent promotion 200 500 other fees 16800 profit 13650 furniture 9600 per month =23250 16800-9600=7200 direct connections with VIP customers