plan volare
TRANSCRIPT
TEAM VOLARE - TAKING MARKETING STRATEGY TO NEW HEIGHTS
Pamela Cominetti
Mikael Fors
Mario Harkmaa
Marina Sundin
Daniel Thomasson
Final Marketing Plan Presentation
Managing Marketing Processes
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What to expect from this presentation
This presentation will present the background information and our recommendations for Comintelli’s launch of the new service, Intelligence2Day.
Where is Comintelli today?
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Advanced
Expensive
Limited Market
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Reaching new segments. Yes, it is possible.
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Like Knowledge XChanger, but more simple.
Oh, and cheaper.
Objectives.• 5 licenses by end of 2012.• 100 licenses by end of 2013.
Intelligence2Day as stepping stone to Knowledge XChanger
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TWO DIRECTIONS TO GO.
1. Separate company.
2. Integrate into Comintelli product portfolio.
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- Launch Intelligence2Day as part of Comintelli
ANALYSIS AND PROPOSITION
Why?Use strength of Comintelli brand.
Too much resources would be spent on developing new company and brand.
Upgrading to Knowledge XChanger would be more clear.
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…but first
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What is Comintelli’s strategic direction today?
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“To provide powerful information access
solutions to efficiency-oriented enterprises
valuing reliability, excellence and personal
service.”
Collis, D.J. & Rukstad, M.G. (2008) Can You Say What Your Strategy Is?, Harvard Business Review (HBR), April
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Brandbuilding.Just doing it?
Visual perceptionInconsistency(fonts, logos, names, colors)
Van den Bosch, A.L.M., De Jong, M.D.T., & Elving, W.J.L., (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10 (2), pp. 108–116.
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Suggestions- Clear message and offering
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How can we
be different?
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Points to consider when integrating Intelligence2Day with Comintelli.
The danger would be for potential clients to choose I2D instead of KXC
I2D customers don’t feel incentive to upgrade to KXC
KXC customers downgrading
Customers
DifferentiationClear communication of difference and connection point of products:
By value proposition
By functionality
Emphasize simplicity
and
quality
Emphasize functionality,
security and
quality
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Intelligence2Day Positioning
”Bringing the fundamental utility of external information management tools to everyone.”
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Launch Party!
FREE TRIALSTRATEGY
• Trade Shows
• Trade Association Conventions
• Seminars/Workshops – On specific topics
Handing out Free Trial coupons.
Activation Code!D12O-kUg-FF65
™ by Volare
TM
Where!?
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We want to make money as well.
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PricingBreak even
Price
Development Cost
Monthly cost Growth
𝟏𝟎𝟒𝐒𝐄𝐊
𝟓×𝟏𝟎𝟒𝐒𝐄𝐊
STRATEGIC GOALS
10 SEK / user / month 1% of sales at 10% discount
Price / user / month
Growth after 15 months Break even
€60 ~9-10 months
160 SEK 5 licenses / month 24 months
Use
r fe
e p
er m
on
th
Month
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Free trial cyclePricing
Free trial
+1 user
Direct marketing
Evaluate
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Volare – Another successful marketing journey completed!