interaction community systems sales & marketing plan

Interaction Community SystemsSales & Marketing Plan

The market opportunity for HOA’s continues to remain a vast untapped market…

2Copyright 2003-2009 – F3 Technologies Inc.

260,000

70,000

# of Community Associations in the U.S.

Total # of AssociationsMarket Share of Vendors

73% Market Share is up for grabs The number of HOA’s continues to

increase at a rate of 3 – 4% per year

GREAT OPPORTUNITY TO CONVERT NON-CONSUMPTIONSource: CAI, F3 Technologies

Marketing Plan


How do we drive market awareness…

Lead Generation

Marketing Collateral

Email Blast

Google Ad Campaign

Strategic Partners / ResellersContent Experts

Trade Shows

Trade Advertising

Create the message - Why are we different?

Focus on what markets we’re going after…

Establish a multi-pronged marketing program where each initiate builds on top of the previous one…


Ensure all products have collateral and continue to enhance our public image…

Lead Generation


Email Blast

Google Ad Campaign


Trade Shows5

Trade Advertising

Define with clarity the services we offer…

Create a consistent message that speaks to what user needs we are solving?

Revise marketing collateral Obtain customer testimonials

Enhance our website utility… Create public demo website to

demonstrate the power of the tool Create website templates that

community can utilize


Get the message out…2,350 Emails sent to Property

Management Company prospects on 8-26-09…

21.5% (462) Email Views 5.4% (25) Click throughs Initiate follow-on campaign to

target click through users

Several HOA list sites identified to gather information from

www.hoa-nc.com, www.hoa-sc.com, www.hoa-va.com

Create a second email campaign focused on HOA’s

Create monthly newsletter to maintain communication…


Lead Generation


Email Blast

Google Ad Campaign


Trade Shows

Trade Advertising

http://www.hoa-nc.com/

http://www.hoa-sc.com/

http://www.hoa-va.com/

Drive traffic to our Website…

Initial target of 34 keywords identified

Focus on software, dues & management company searches

Recently listed on www.Capterra.com

Monitor activity weekly to determine traffic volume and adjust


Lead Generation


Email Blast

Google Ad / Lead Generation


Trade Shows

Trade Advertising

Generate regional awareness…

Establish partnership program

Create sales & distribution center’s in large population centers

California New York Pennsylvania Ohio North Carolina Arizona

Focus on print companies, community developers and management companies


Lead Generation


Email Blast

Google Ad Campaign


Trade Shows

Trade Advertising

Demonstrate our thought leadership…

Create a Resources tab on the Interaction Website and place research reports from CAI

Create a Webinar series in partnership with select HOA’s, Condo’s and Management Companies

Create Whitepapers


Lead Generation


Email Blast

Google Ad Campaign


Trade Shows

Trade Advertising

Keep the message visible…

Attend regional and national tradeshows & advertise

CAI ACTHA (Attend with

Paymenting)

Advertise with industry specific web forums

HOA Talk Community Associations

Network


Lead Generation


Email Blast

Google Ad Campaign


Trade Shows

Trade Advertising

Sales Plan


Get the message out…


Sales Plan

Drive Existing Reseller Relationships

Coastal Group, Noble Heroes, Paymenting & Tlehs

Pipeline review meetings Target joint initiatives (tradeshow) Responsive to sales tool kit needs

Continue Direct Sales Activities Continue lead generation programs Initiate follow-on campaign to target

click through & email view users Establish sales process for initial

contact, follow-up, closing & account management

Focus on Property Management Companies

Initiate focused campaign targeting southeast region

GA, SC, NC, FL, AL, TN, VA

Establish New Reseller Relationships

Newsletter / Directory Print Companies Community Developers

Expand Selling Network Commission only outreach program Target selected geographic regions to

compliment reseller initiatives Evaluate lead generation / sales call

centers

Build our channel approach…

Two thirds of all computing sales in the world are not direct sales like Apple; instead, they are ‘Channel Sales’ or ‘Indirect Sales’Source: Direct sales vs Channel sales - What's the difference?May 2009 Virtual-Sales.com

Month 1

Month 2

Month 3

Month 4

$-

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

$50,000

Direct SalesMgmt CompanyReseller

Example of Gross Revenue Potential – 100 Communities per Month




Sales Plan














centers

Target organizations that have established relationships with HOA’s, Management

Companies and Churches…


Reseller’s• Working closely with our existing partners to begin monetizing the relationship

• Identifying high value trade shows to attend jointly with our resellers• Oct 24 – ACTHA• April 2010 – Annual CAI• Etc…

• Creating a Partnership Program to define how potential resellers engage with Interaction

• Identify and establish relationships with companies that serve the HOA market• News Letter publishers• Member Directory print publishers• Advertising agencies

Begin establishing relationships & partnerships with the primary source…


Community Developers• Toll Brothers – Operate in 21 states, 215 selling communities• W&H Properties / Red Oak Construction – 11 communities in Cobb County• Newland Communities – Operate in 14 states, 40 communities under development• Taylor Morrison• KB Homes• Beazer Homes• David Weekley Homes• Richmond American Homes• Ryan Homes• Pulte Homes• Vatelli Communities

Access the companies already serving communities in the southeast region…


Property Management Companies• Lead generation email

• (21.6%) of the companies read the email. 6% above industry standards.• (5.4%) of the companies clicked through to the website. Roughly 3% above industry standard.

• Initiated a calling plan to contact management companies in the southeast region

• Initiated a calling plan to contact the 25 companies that clicked through to the website

Long-term account management will be critical to sustaining and expanding our

market share…


For Resellers Regular communication to review sales pipeline & issues Monthly/Quarterly strategic meeting to plan out and discuss:

Review partners goals & objectives Evaluate success of existing initiatives/strategies Discuss new marketing initiatives & sales strategies Review changes in the market and competitive threats Present and review scorecard

For Property Management Companies & Developers Regular communication to review sales pipeline & issues Quarterly strategy meeting to review:

Review property management companies goals & objectives Present Interactions vision & progress Review changes in the market & competitive threats Present and review scorecard



Sales Plan














centers

Create a sales engine through convential and unconvential methods…


Direct Sales• Establishing sales process and metrics.• Driving traffic to the website through lead generation tools

In-direct Sales (Sales Representatives)• Working with select individuals to establish regional sales centers to enhance our coverage• Evaluating telemarketing sales companies to expand our outreach program

Starting a sales contest on October 1 with a FANTASTIC Grand Prize!!!!

interaction community systems sales & marketing plan

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