Slide 5.1

Video 26 Executive Presentation eMarketing Strategy Firefish Software

IBMS Semester 6b Fall 2013

Mr. George Szanto

The Company Firefish Software Ltd.

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Background – setting the scene

Point A - Our Customer Base in NL & Known Competitors 10,000 potentials customers Two main personas:

– HRM Managers; and Sr. Managers like COO, CFO, ITC Director

Plenty of competition, at least 10 other suppliers

Point C – Our Current Online Status in NL Current bus. Model – SaaS subscription; New possible models – manufacturer selling onsite license Online presence: good website, but little Social Media presence, no Dutch

content now ; no name recognition at all; no Dutch S.E.O. now

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SMART Business Goal + STP

• Point D - SMART GOAL :

Get 100 midsized (50 – 500 employees) Dutch companies to try one of the free 14 day demonstration licenses for the company’s Engage or Connect products over a 4 month period.

• Point E - Online Segmentation & Targeting • 2 different target groups: HRM managers and Sr. Managers like COO, CFO, ITC

director• Point F - Key positioning initiatives:

– Try before you buy for free– Low start-up costs, easily scalable– Hassel free ITC solution, not effecting your ITC infrastructure

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OVP Using Dutch Marketing MixPoint G OVP – Marketing Mix

– Product: Offer scalable service based on # of user’s with different levels of support.– Place – offered virtually, 7/24 online– Promotion – free online demonstrations; viral spreading using rewards incentive program; – Process – modern; integrated with (Dutch) Social Media sites where most recruiting takes

place; – Physical Evidence – testimonials from 3 lead customers against free use of the product;

Point H Content Needs – 2 types: – (1) for Reaching enough new prospects; – (2) Activating prospects to try the product for 2 weeks.

Content needed by target: – (1) for hands on HRM managers; – (2) for other managers - ROI, technical ITC info

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Acquiring Initial Customers – Multichannel Integration

Point I Digital Channels Acquisition– 4 initiatives to acquire new trials:

o SEM; free trials via Dutch HRM Association; Affiliate marketing; WOMo Cost ~ 12,500 euros

Point J Digital Retention (eventually set up Dutch Language Community)

Point K Multichannel Integration– Set up 2 special landing pages, driving people from different digital media to this page (one for each

target persona group)– Measure sources of leads to this page frequently (2x week), then change digital promotion tactics

frequently as needed.

End of Video - Thank you