telema export plan highlights ervin

www.telema.com

Telema Export plan

06.03.2010Ervin Salusoo

Marketing Manager

2www.telema.com 2010 2Telema

Telema

Agenda

Introduction of the speaker Our strategic targets Short overview of the export plan Marketing targets in numbers


Telema

Random facts about the speaker University degree from Tallinn Technical University,

International Marketing major

Been working in field of marketing since 1998

Have experience in working with ERP and EDI solutions for 5 years

Last employer – Alna Business Solutions

Like travelling, mountainbiking, diving, computers, reading, music, films etc.

Member of the board of one of the oldest beer clubs in Estonia

In case you have any marketing related questions, ideas or request, please do not hesitate to contact me.


Telema

My responsibilities in Telema will be: Seminars and conferences (also in Latvia and Lithuania)

Creating new sales materials

Press releases

Client trainings

Renewal of the Telema website

Cooperation with the craft unions (also in Latvia and Lithuania)

Trainings for ERP providers

Quarterly newsletter

Blogging

And much much more...


Telema

Strategic Goals in 2010

1. Increase Number of Customers

2. Increase Level of Customer Satisfaction (NPS)

3. Maintain Profit


Telema

In focus 2010

5 FOCUS AREAS

* Develop Service Desk

* Create Key Account strategy (when, whom, what) and implement it

* Establish and keep regular info to customers (info letters, news, web), AND Educate clients/society about the value proposition of our EDI services

* Create Sales Materials Portfolio (cases about value creation, pricing logic, Q&A, Sales Arguments etc)

* Improve the Organizational Culture, hire and train Telema people


Telema

Short overview of the export plan – Approach Our approach to the target market is through thrive centers, which

include big retail chains, who can affect their large number of suppliers to use the EDI solutions used by them, including Telema solutions. We can provide our free service EDS Lite for the partners of retail chains (suppliers) to give them possibility for easier integration. EDS Lite satisfies the needs of retail chains to send e-orders and get back e-invoices from the suppliers in return. Using this simple methodology, we can rapidly grow the number of users of Telema services and we can grow the income, when EDS Lite users will become users of our priced solutions. Therefore it is crucial to have good cooperation with the retail chains, to achieve agreements for the common marketing so the maximum suppliers will be drawn in to the using of Telema Solutions.


Telema

Short overview of the export plan – Target

The target of the planned marketing activities is to create smoothly operating market. Due to this we start introducing the EDI solutions to potential clients, showing them what are the benefits through the cost cutting, growing the effectiveness of the operations and creating the demand for our solutions.

The action plan will be executed during the time period of two years and the budget is 275 000 EUR, from which to 50% we have applied for co-financing from the European funds.

Planned growth of the export revenue in the target countries is up to 1,28 million EUR and our market share should be 36% in Latvia and 23% in Lithuania through this export plan.


Telema

Short overview of the export plan – Methodology

Methodology contains four main key points, which are:

ProductAll of the services will be customized due to the specific demands (such as invoice numbers etc) in the target market. Services will be translated to the local languages. Manuals in local language will also be available for all of our services.

One important additional service will be the implementation of the solution to provide instant readiness for the client to use Telema solutions. Client has the possibility to choose between standard implementation (using already existing, standard solution) or tailor-made solution created taking into account the specific demands, that client has.


Telema

Short overview of the export plan – Methodology Pricing Since the price is much bigger argument in the target markets, we have

created last year new product called EDS Lite. Since it is free for our customers (of course with limited functionality), then we can rapidly grow the network of users, which has great importance for us. Besides the new product we have differentiated the Telema EDS and Telema EDS Pro solutions. EDS is standard converting and exchanging service with rather low price level, EDS Pro has much more different client based functionality, which adds much more value to the solution and has therefore higher price level. Due to the product strategy we have shaped our pricing similarly to the mobile operators, taking into the notice both fixed monthly fee and quantity of processed documents. We did also some corrections in integration pricing and differentiated so called standardintegration from the non-standard integration. In the first case the integration has remarkably lower price level.


Telema

RepresentationDue to our marketing strategy, we are using mainly personal consulting sales techniques, which are supported by marketing activities as follows:

• Mass media or huge campaigns will not be used, since services we are providing are quite specific and assume usually some technical knowledge from the clients side;

• offering of the services will be taking place in direct contact with the decision makers. For that we need good marketing materials;

• in case of Telema EDS Lite we will use direct mailing; • Participation in conferences and organizing seminars; • Active participation in the work of craft unions; • Articles in specialized journals and web pages, press releases; • Work with the strategic partners (IT-companies, technology and supply chain consulting companies); • Developing of the Telema brand on target markets.

Distribution channelsTelema offers the services centrally from Estonian server. Branches will make sales and offers services concluding implementation and customer support.

Short overview of the export plan – Methodology


Telema

My task listActivity Team Plan Date Due DateCommunication for the certificate renewal (IT contacts clarification) Mati, Hele,ML 5.03.2010

Understand Pricelist Toomas 31.03.2010

Understand Telema Sales materials Hele 31.03.2010

Understand Telema Services, Processes, etc Toomas 31.03.2010

Understand Focus Areas/Roadmaps, take over leadership for 3 RM Hele 31.03.2010

Logistics seminar planning and executing Mati Hele 4.03.2010 24.03.2010

Introduction of the export plan to other Telema people Hele 6.03.2010 6.03.2010

Customer Satisfaction indicator (NPS) setup and survey Hele 10.03.2010 31.03.2010

ERP providers training Toomas 15.03.2010 April

Plan for the new sales materials Hele 20.03.2010 31.03.2010

Press releases (translations into English for old, creation of new ones) Hele 20.03.2010 Monthly

Event calendar Hele, Mati, Tom 1.04.2010 Quartely

Craft Unions, associations Mati, Hele 15.04.2010 Quartely

Key accounts roadmap Hele 15.04.2010 30.04.2010

Quarterly Newsletter Hele 15.04.2010 Quartely

Renewal of the website—action plan Hele 15.04.2010 31.05.2010

Client trainings Mati 15.05.2010 10.05.2010


Telema

Questions ???