placeware marketing model
TRANSCRIPT
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John Inman, Director Marketing Programs
Market Model For Financial Departments
Segmented per vertical
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John Inman, Director Marketing Programs
Contribution of Financial Departments
Objectives of Plan
Help penetrate
financial departments
within existing
accounts
Help penetrate new
accounts through the
financial departments
High Tech
Financial Svcs
Pharmaceutical
Prof Svcs
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John Inman, Director Marketing Programs
Presentation Outline
Introduction
Financial Departments
Definition of PlaceWare solutions
Applications and messages
Vertical opportunities
Summary
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John Inman, Director Marketing Programs
Model for Financial Departments
This model defines the dollar opportunity for all
financial departments including Investor Relations
within the framework of the verticals defined.
Technology
Financial
Pharmaceutical
Professional services
The estimates are for the financial departments in
our four verticals as Investor Relations is not
considered a vertical, it is a horizontal discipline.
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John Inman, Director Marketing Programs
Market Segmentation
From each market segment, I will estimate
what the market opportunity is within the
financial departments, how we will
strategically capture that market opportunity,
and what the marketing message will be to
insure that we do capture that market
opportunity.
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John Inman, Director Marketing Programs
Corporation Financial Departments
Product opportunities differ depending on the
financial function within the organization
CFO’s and Treasurers
Collaborative meetings are the norm
Most are still in person meetings
Road shows are critical
Most are still in person meetings
IRO’s (Investor Relations Officers)
Broadcast events are the norm. Little time to prepare
and cast as tightly as a presidential speech.
Webcasting is dominant. Players include CCBN, Vcall,
Shareholder.com, bestcalls.com, broadcast.com, and
on24.com just to name a few. The field is crowded!
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John Inman, Director Marketing Programs
As a Function, IR Past to Present
In the past, IR for many organizations has been a
position without major recognition or power. The
function could have been a mar/com or PR function for
financial management.
With the SEC Fair Disclosure ruling now in force and
building value for stock critical for organizations, the
game has radically changed, opening the door for
technology. The Shareholder.com CEO stated that only
10% of corporations were using web communication 1
year ago. Now it is becoming the norm. Their firm is now
producing 1000 events per year and growing.
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John Inman, Director Marketing Programs
IR Present and into the Future
The IR function is quickly developing into a strategic
communication function for the corporation, heavily
aligned with the corporation’s financial and strategic
planning. It is crucial for IR Officers to be able to
develop the corporation message, get it out to the
corporate constituencies, make sure it is well
understood, and provide feedback to the corporations
officers and board. ! The IRO must deliver Superior
Shareholder Value for the board!
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John Inman, Director Marketing Programs
PlaceWare Solutions
For the purposes of this presentation, the solutions I
have defined are:
Conference Center 2000: The discussion of this solution
includes hosted services
Forum: The discussion of this solution is almost always in
conjunction with CC2K supporting the sales and stickiness
of CC2K
Meeting Center 2000: The discussion of this solution
always includes My PlaceWare Pro as an introduction path
to MC2K
Solution Providers: These are re-sellers of our above stated
solutions.
Content Providers: These are companies that use our
above stated solutions to sell their products
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John Inman, Director Marketing Programs
Applications for PlaceWare
Meeting Center 2,000
Conference Center 2,000
Forum
My PlaceWare Pro&
&
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John Inman, Director Marketing Programs
MC2k Applications for Financial Depts.
Press and analyst updates
Presentations to
underwriters and insurance
brokers
Financial printer drafting
sessions
Planning for financial road
shows
Briefing sessions with
portfolio managers
Buy side conference
participation and interface to
corporation
Investment banking meetings
Collaborative meetings with
legal counsel
Annual and quarterly report
design and collaboration
IR consultant meetings
Commercial banking meetings
Merger or acquisition
collaborative meetings
Road shows for rating’s
meetings
Activities where web conferencing can be used to reduce
or eliminate travel for CFO’s, Treasurers, and IRO’s
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John Inman, Director Marketing Programs
MC2K/My PW Pro Message to Finance
Your schedule is busy and the last thing you want to do is
jump on a plane and fly to another meeting. Tomorrow's
meeting? How about fighting traffic for a couple hours. No
wonder you feel over worked and over stressed! The barriers
to collaboration between you and your extended financial
community can be daunting! You need to collaborate to make
decisions but there are not enough hours in a day to meet the
demands for your time. PlaceWare's Web Meeting Center
solutions deliver! Be effective, get your meetings done, and
have time left over at the end of the day without ever leaving
your desk. PlaceWare's Web Meeting Centers, your solutions
for an impossible schedule.
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John Inman, Director Marketing Programs
CC2K Applications for Financial Depts.
Target applications include any opportunity to add value to
broadcast communication
Corporate quarterly and yearly earnings calls
Corporate Virtual Road Shows
Major corporate announcements
Acquisition announcement
Pre quarter PR announcement
New product announcement
Strategic Partnership announcement
Market expansion announcement
New Location announcement
Major client announcement
Any other announcement that can add to stock valuation
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John Inman, Director Marketing Programs
CC2k Message for IR and Wall Street
No matter how the market moves, you can always break through.
PlaceWare Web Conferencing can help your company show your true
value using a Web browser and a phone.
As an IR professional, you know how important it is to impress Wall
Street. Because how you're received has a direct relationship to how
your company is valued. PlaceWare Web Conferencing can give your
company an advantage by combining the audio of a traditional
earnings conference call with the visuals of your company's
corporate presentation. And unlike webcasting, PlaceWare Web
Conferencing gives analysts, investors, or institutions the
opportunity to ask questions and give feedback in real time. Web
Conferencing helps the constituents that matter see and hear why
your company matters.
You presented. Your value was recognized. The market was moved.
And the walls came down.
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John Inman, Director Marketing Programs
Forum Application for Financial Depts.
One location on corporate web site for all Corporate
Communication insuring that the company message is
delivered to and understood by the investment community
Client Corporation controls what is posted and when it
is posted, not leaving critical messages impacting
stock valuation to out side discretion
Client Corporation draws investment community to its
site rather than sending to other sites for messages
Branded entry point into corporate web site creating
consistent look and feel to investment community
Collect critical data on constituencies as they access
web site
Insure public availability of current and past events
Valuable addition to CC2K solution, value for client
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John Inman, Director Marketing Programs
Forum Message to Financial Depts.
It’s time for you to take control of your message to the financial
community. Create one location at your web site for Wall Street to
experience your corporate message, the way you want it delivered!
PlaceWare’s Forum makes it happen!
Draw your investment community to your branded IR site and then track
their activities and collect important information from them while they
make choices, answer questions, enroll in events. Create a positive web
experience for them to keep them coming back to you for their
information. Be confident that you are keeping a real time pulse on the
mood, needs, and requests of these critical community members. Take
this collected information and use it to proactively provide communication
back to them, insuring that they have the information they need to help
you maximize your stock valuation..
They came to the Forum. Your message was understood. Your
corporations stock price valuation was enhanced!
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John Inman, Director Marketing Programs
Vertical Opportunities
2.4 million in Technology
3.6 million in Financial
1.2 million in Pharmaceutical
.6 million in Professional Services
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John Inman, Director Marketing Programs
Technology Industry
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John Inman, Director Marketing Programs
Technology Industry
CC2K, Forum, and MC2K are the primary
growth drivers in Technology.
I estimate the total technology vertical revenue
in 2001 to be 24 million and I estimate that we
will contribute about 2.4 million from the
financial departments or about 10% of the total.
This segment tends to be an early adopter
segment so the movement we get in CC2K and
Forum for the financial departments will
probably be greatest in the technology vertical
MC2K should be the predominant mover in the
vertical for financial departments
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John Inman, Director Marketing Programs
Financial Industry
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John Inman, Director Marketing Programs
Financial Industry
MC2k is the primary driver in this vertical.
CC2K and Forum to a lesser degree and
service provider partnerships a possibility.
I estimate the total Financial Vertical revenue in
2001 to be 18 million and I estimate that we will
contribute about 3.6 million from the financial
departments or about 20% of the total.
The major contributor to revenue from this
industry will come from MC2K. Little
competition and a huge need.
Service Provider partnerships are a week
possibility and worth some effort
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John Inman, Director Marketing Programs
Pharmaceutical Industry
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John Inman, Director Marketing Programs
Pharmaceutical Industry
CC2K and MC2k are the primary drivers in this
vertical and Forum to a lesser degree.
I estimate the total Pharmaceutical Vertical
revenue in 2001 to be 12 million and I estimate
that we will contribute about 1.2 million from
the financial departments or about 10% of the
total.
This is a strong growth industry and the
industry has strong communication needs in
the financial departments.
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John Inman, Director Marketing Programs
Professional Services Industry
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John Inman, Director Marketing Programs
Professional Services Industry
MC2k and CC2K with Forum are the primary
drivers in this vertical.
I estimate the total Professional Services
Vertical revenue in 2001 to be 6 million and I
estimate that we will contribute about .6 million
from the financial departments or about 10% of
the total.
We have made some excellent inroads with the
service provider model in this industry. This
seems to be in the product side of the house
rather than in the financial departments.
Many companies are L.L.C.’s, L.L.P.’s, or other
types of partnerships reducing need in IR
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John Inman, Director Marketing Programs
Revenue Model for 2001
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John Inman, Director Marketing Programs
Contribution from Financial Depts.
The total contribution is estimated at about
$7.8 million and is comprised of the following:
$2.4 million from Technology
$3.6 million from Financial
$1.2 million from Pharmaceuticals
$.6 million from Professional Services
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John Inman, Director Marketing Programs
Summary
This is how the opportunities break down:
Technology
-CC2K with Forum good opportunities and MC2K as the
primary opportunity
Financial
- MC2k primary opportunity with CC2K and Forum strong
possibility for growth
-Corporate web sites via partnerships with service providers is
a possible opportunity
Pharmaceutical
- CC2K and MC2k are primary drivers and Forum to a lesser
degree
Professional Services
-MC2k and CC2K with Forum are primary opportunities
-Financial Portal providers may be classified as professional
services and if so, Corporate web sites via partnerships with
service providers is a possibility