ABIS“Read in a fraction of the time”

“I'm a busy and ambitious Executive MBA student that also works fulltime, but I can't

find time to read the business books and class books I need to help enhance my

education and career.”

Target Market

MBA

Professional Programs Students

Law Schoo

l

Lawyers Working Professionals

Doctors

Undergrad

programs

High schoo

l

MBA

Solution and Benefits

Market Pipeline ( First Year)

What Formula Calculation

How Many?

# of Sales = Close rate * # of Leads

20% * 39770

7,954

# of Leads = Qualified response rate *

# of suspects

50 %*79540

39770

# of Suspects

= Program response rate *

# of program

21 %* 367,334

79540

Customers 7,954

Suspects

79,540

Leads

39,770$ 95,449

Buying Cycle

Personal use No approvals or licensing required

Relatively inexpensive Immediate need and consumption Easy to purchase One time use

Awareness Interest Desire Action

Time frame: 2 minutes to 2 weeks

IRINA

Marketing Objectives

Primary objective: Build a profitable and sustainable business by selling eSummaries to executive MBA students.

Supporting objectives: Partner with U.S. universities Create awareness among executive MBA

students Generate unique/repeat site visits

Partner with U.S. Universities

SMART Objective

Specific Partner with U.S.-based universities, starting with the University of Washington

Measurable One major business school in every state

Achievable By recruiting marketers with the right skills in every region

Relevant To support reaching our target market of the ambitious and busy executive MBA student market

Time Bound Within the first year after launch

Create Awareness

ABIS

SMART Objective

Specific Create awareness so 50% of executive MBA students have heard of and know what services ABIS provides

Measurable As measured by ad recall surveys

Achievable Through marketing campaigns, high quality summaries, and an easy to use website

Relevant To support reaching our target market of the ambitious and busy executive MBA student market

Time Bound Within the first year after launch

Generate Unique/Repeat Visits

SMART Objective

Specific

Measurable

Achievable

Relevant

Time Bound

Tactics MatrixTactic University

PartnershipAwareness Unique/Repeat

Visits

Social network sites (Facebook, LinkedIn)

SEO (Google, Bing)

News radio ad (e.g., KUOW, KEXP)

News print ad(e.g., WSJ, catalog)

Bus ad Breakfast seminar Flash mob Easy to use website

Marketing Objectives Summary

Budget numbers: Action Items

▪ University collaborations▪ Awareness▪ Marketing campaigns

Permission to Take off