Business  Development  Proposal

Domenic R. Merenda & Jason B. Hart

-Domenic R. Merenda-Business  Development  &  Programming  Specialist

Domenic is a senior-level software architect with a passion for disrupting markets. He rapidly architects, develops, and integrates scalable,

self-documenting, maintainable code utilizing test-driven MVC/OOP methodologies in an Agile environment. He has experience leading a

team of remote and local resources to complete enterprise-level projects, delivering time-to-market results. On the PythonLabs team at

BeOpen.com, Domenic helped shape the direction of the Python programming language, which was the basis for Google's search technology.

As a consultant for Amazon.com, he helped develop vendor technology policies and implemented a SOAP-based schema to facilitate smooth

data-sharing between Amazon's servers, customers, and vendors.

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-Jason B. Hart-Senior-­‐Level  Technologist  &    Internet  Marke?ng  Visionary

Jason is a life-long technologist and internet marketing mad scientist. He began his career at Hewlett Packard where he leveraged his

technology expertise directly with HP executives and various HP R&D “skunkworks” divisions. After leaving Corporate America, Jason

participated in the formation of a number of Silicon Valley start-ups, which were later acquired by companies such as IBM and NCR. Following

these successes, Jason then bootstrapped a lead generation Software-as-a-Service platform, called Lead Wrench, and managed a team of

out-sourced (and eventually internal) developers to create the product.  The platform brought disruption to the lead generation market in the

form of innovative new features which multiplied the value of collected customer information.

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Workflow ProcessHow Great Ideas Become Realized and Monetized

01Step  One  

CONCEPT

02Step  Two  

PROTOTYPE

03Step  Three  

DEVELOPMENT

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04Step  Four  

TEST  DRIVE

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05Step  Five  

SYSTEMIZE

ConceptOur  new  ideas  for  products,  services,  or  other  offerings

PrototypeEstablish  a  value  proposi?on  for  the  new  idea

DevelopmentBuild  out  landing  pages  and  other  marke?ng  materials

Test DriveLaunch,  employ  split-­‐tes?ng,  and  refine  our  approach

SystemizeOnce  we  have  a  working  formula,  apply  our  lessons  going  forward

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Deliverables and Milestones by Month

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Measuring existing processes and resultsMonth One

TeamSummarize  exis?ng  team  strengths  and  

areas  of  responsibility  

PositioningAnalysis  of  brand  and  service  posi?oning  in  current  environment

ProductsLis?ng  of  products  and  services,  with  go-­‐

forward  plan  for  marke?ng  and  engagement

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Begin Media Buying and Affiliate InfrastructureMonth Two

Affiliate SoftwareInstall  affiliate  tracking  so]ware  and  test  

implementa?on

Landing PagesCrea?on  of  suitable  landing  pages  for  ini?al  tes?ng

MessagingRefine  messaging  and  ensure  

posi?oning,  messaging,  and  presenta?on

Auto-ResponderSet  up  auto-­‐responders  and  create  content

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Analysis of Results and Refinement  of PitchMonths Three - Six

Paid SearchPaid  Search  Campaigns,  beginning  in  

month  three

Search Engine OptimizationSEO  Campaigns,  beginning  in  month  four

Media BuyingMedia  Buying  Campaigns,  beginning  in  

month  five

AnalysisAnalyze  relevant  data,  respond  accordingly

Testing and RefinementRefine  pitch,  posi?oning,  messaging,  and  

presenta?on  accordingly

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Analyzing metrics for maximum returns

Continued Refinement

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SEM Metrics

Search Engine Marketing

2012 2013 2014 2015

Overall GoalsSEM   goals   including   driving   sales,   and   driving   newsle^er  subscrip?ons,  which  lead  to  sales

NewslettersNewsle^er  signups  turn  into  buyers

Sales GrowthSignups  Increase  through  SEM

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SEO Metrics

Search Engine Optimization

Increase  by  25%SERVICE  SEO  RANKINGS

Increase  by  35%PRODUCT  SEO  RANKINGS

The  ul?mate  goal   is   to  qualify  and  close  new  customers  and  

foster  exis?ng  customers  to  buy  addi?onal  product.  SEO  will  

include  incorpora?on  of  money  keywords  from  paid  search  as  

well  as  on-­‐page  op?miza?on  for  those  keywords.    Once  that  

is   complete,   all   expenses   will   be   used   to   buy   links   through  

sponsorships  and  content  crea?on  for  distribu?on.  

Increasing Visibility

Increase  by  15%PODCAST  SEO  RANKINGS

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Media Buying CampaignsMedia Buying Metrics

HIGH LOW

HIGH

LOW

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02

0304

05

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PRICE

PERFORMANCE

Media   buying   expenses   will   include   crea?ng   ads   for   split  

tes?ng  as  well   as  buying   traffic.     Itera?on  cycles  will   cut  off  

channels   and   crea?ve   which   don't   produce   conversions.  

Conversions  should  be  targeted  to  a  warm-­‐up  mailing  list  and  

not  a  paid  product  for  maximum  effec?veness.

Banner Ads

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General Metrics

Additional Value Contributions

Ad ImprovementOf   shopping   carts   are   abandoned   right   before   the  

transac?on   its   completed.   Split-­‐tested   ads   and   proper  

landing  pages  help  mi?gate  this.68%

Projects  for  AJ  or  Jordan  may  be  assigned  as  one-­‐offs.  Metrics  will   include  comple?on  

of  these  projects  on  ?me  and  on  budget.

Landing PagesLanding  pages  are  to  be  created  and  con?nually  refined  using  split  tests

One-Off Projects

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1700  N.  First  St.  Suite  #345

dom@edgeprod.com

650-­‐669-­‐9116to growing your successful brand

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