e-technologies group final presentation
Post on 12-Jul-2015
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External Value Proposition
& Marketing StrategyMVP Consulting | Al Meek, John Susanin, Surayya Hasan and Tara Rissmeyer
(64,675)
(650,000)
+ 14,950,000
20,000,000
Consider the Equation:
Goals of Engagement
Develop corporate value proposition
Create external marketing strategy
Solutions
External Value Proposition
New Line of Service
Marketing Strategy
Website
External Value Proposition
“We deliver the highest quality
engineering services through
collaborative engagement and
innovative solutions.”
Marketing Strategy
Funding a Marketing Strategy
Attend
• CSIA Executive Conference
• Tech Ed
• Wonderware - Ops Manage
• Rockwell Partner Network
• Pack Expo - Chicago
Eliminate
• RAOTM - Cincinnati
• RAOTM - Greensboro
• SAMC Conference
• (Rockwell) Automation Fair
+64,675In Expo/Conference Savings
Alumni Network Program
Exit Survey
How
“Through our E-Technologies Group Alumni Network, we create the
opportunity for current and previous employees to stay connected.
We strive to share ideas, talent, potential clients and resources within
our community.”
Annual Dinner & Casino NightHosted at the Savannah Center
Close to Office
Open to current employees, alumni, and suppliers
Agenda
Company update
Demos on emerging technology
Blackjack Game
Cocktail hour
Dinner
$17-$24 a person/plate
Proposed Website
http://tararissmeyer.wix.com/etechnologiesgroup
64,675
+650,000
714,675
Consider the Equation:
Budget to Spend on Marketing
New Line of ServiceProvide Tax Advantage Work
History
Introduced under the Economic Recovery Tax Act of 1981
Extended 15 times Will continue to be extended for various reasons
Possibly made permanent in the near future
Companies claim roughly $4 billion in R&D every year
Underutilized by middle-market manufacturing organizations
Why You Can Provide
Your current services are already nearly tax deductible:
Your service’s purpose is to increase the value of their business
Your engineers do robust research to explore all options to choose the best one
Your engineers follow a process of experimentation to reduce the risk of uncertainty
Your work is technological in nature using computer science, engineering and physics
Process Example Kroger needs a faster way to check out
its customers
You are tasked with improving the
efficiency of their checkout
You see this as an opportunity to add
value through research and
development and suggest to Kroger
that additional steps can be taken to
save them money
Research is done on the capabilities of
their equipment and possible
implementations of new ones. All costs
incurred for research that exceed a
base amount is deductible
Example Continued
You find that their conveyer belts are
outdated and you believe you can make
better one. You build prototypes at
Kroger’s deductible expense
Kroger installs these new conveyer belts
at all locations.
Wages and expenses incurred during this
process (besides food, travel, etc) are
deductible for Kroger
Provide documentation of all events
related to the project to allow their
accountants reconcile deductibility
Steps to Take For New Service
Contact your accountant to compare previous projects with
provisions of tax credit
Inquire recurring customers to understand current
technological/process needs
Request a consultation with an R&D tax credit firm to form a
potential alliance
Test with smaller projects that are heavily technological in nature
13,000,000
x 15%
14,950,000
Consider the Equation:
Revenue Increase Due to Market Differentiation
Next Steps
Marketing Role: In-House
Pros
• Easy, in-house communication
• Easy to supervise
• In-house reviews to ensure job description is met
• High familiarity with corporate culture and identity
• Passion behind marketing E-Tech’s Points of Differentiation
Cons
• High cost
• Has not worked in the past
• Marketing inexperience
• E-Tech is not familiar with best-practices marketing
Marketing Role: Out-Sourced
Pros
• Lower cost than full-time in-house
• High level of experience
• Clear-cut marketing plan
• E-Tech is not responsible for monitoring on a day-to-day level
• Less financial and time-management risk
Cons
• Less familiarity with E-Tech’s corporate culture
• Slower communication than with an in-house marketer
www.johnfoxmktg.com
30 Day Plan
Set up WixAccount
Create LinkedIn Alumni Group
Contact John Fox Marketing
Contact contractor to
plan networking event for Spring
2015
Effects of Implementation
External Value Proposition
• Stronger brand recognition
• Easier to advertise
• Well-established, deep-rooted differentiation within industry
Outsourced Marketing Role
• Low-risk, low-cost, experienced, results-oriented partnership
Alumni Network Program
• Business development through alumni
• Unique avenue for advertising in terms of industry familiarity
Effects of Implementation
Annual Showcase Dinner
• Showcase company
• Maintain relationships, create new relationships
• Celebrate successes
Website
• Serves as window into your business
• Attractive and informative for all visitors
New Line of Service
• Provides new opportunity for increased revenue and marketing
• Increased interaction with client
• Allow for differentiation in market
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