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Business DynamicsPositioning through Messaging, Pricing and Packaging
With enough "ifs" we could put Paris into a bottle. French Proverb
SaaS Customer Needs
Pay Less for More
• No upfront cost• Pay as you go• No need for expensive and complicated software upgrades – updates are included at no extra cost• Cut employee training costs in half• Easily try before you buy• Only pay for what you use• Don’t need for the application? Stop paying!• Scale upward or downward as rapidly as your needs demand• Lower staff support requirements
Secure & Highly Reliable
• Best in industry security • Exceed compliance requirements• More complete security than customers can provide• Improved and consistent performance• Less need to worry about budgeting for what is always an unpredictable IT budget process• Shared risks and single source accountability
Greater Usability and More Complete Access to
Needed Functionality
• Bring applications into your business you wouldn’t otherwise be able to afford
• Single sign-on• Access Key Applications from a Single Portal• Functional upgrades several times per year in lieu of every other year . . .• Enterprise class functionality for your business
Build Messaging Pillars
• Emotion/Pain• Opportunity Drivers
– Hard hitting and compact
• Key Message– Strong benefit message
• Supporting Messages– These become the content of campaigns down the road
Emotion/Pain
‘Every time someone leaves the office on a service or sales call or works from home we
lose our ability to function.’
Opportunity Driver
Anywhere Access
Key Message
‘Access documents, appointments, contacts, and company schedules and information from anywhere with an internet connection.’
Supporting Messages
• Highly mobile employees (salespeople, consultants)
are dependent on the accurate and timely exchange
of information with co-workers and customers.
• Off-site employees need contact with the home office
for access to the latest documents and materials.
• Employees distributed in remote and home offices
need 24 hour access to company information.
Peace of Mind
= Experience Operational Freedom
You take care of your business, we’ll take care of your messaging system
Pain: Communication is important, but I can’t afford IT
=
Map Messaging Pillars to Defined Industry Segments
• So What: “We have developed a hosting platform to better meet your needs.”
• Better: “Organizations can now implement hosted applications with no risk and no long term commitment.”
• Best: “Be live in minutes with a free trial of mobile email and access to schedules -- designed specifically for financial services -- with zero up front investment and no risk.”
Peace of Mind
Most Value Attributed To:
• Off-site, scheduled backup
• Threat protection and enhanced security
• Technical support
• High availability
• Freedom from having to do it all themselves!
Features to emphasize:
• 24x365 technical support and on-line knowledge base
• Anti-spam, anti-virus, other privacy/security solutions
• Depth of engineering expertise
• Data backup, recovery and storage capabilities
• Self-service control panel, simplified administration
Anywhere Access
Most Value Attributed To:• Ability to work from home• Support for employees at
client sites or branch offices• Mobile device
synchronization• Access to information while
traveling
Features to emphasize:• Access from any location with an
internet connection• Incremental benefits of Hosted
Exchange• Synchronize mobile phones or PDAs
Current hosting partners estimate 1/3 of leads are for mobility
• Too complex to do internally• Too expensive to do internally• No IT to support it
Get More Done
Most Value Attributed To:• Better ways to share and
track files• Check and share individual
and corporate calendars• Share ad-hoc company
information• Share customer information
Features to emphasize:• Value add features of HMC• Shared folders (contacts,
tasks, mail) and calendars• SharePoint features • Instant Messenger for
speedy communication
Industries that Match Characteristics
Industry Target Reason Sales Focus
Professional Services Highly mobile employees (salespeople, consultants) dependent on accurate exchange of information with others.
Anywhere Access
Get More Done
Agent-Based Business
- Financial Services - Real Estate - Insurance Brokers
Employees distributed in many small offices with no centralized IT staff. Lower-margin, high-volume sales activity necessitates efficiency.
Peace of Mind
Anywhere Access
Business Services Employees go from client site to client site on support calls/requests.
Anywhere Access
Get More Done
Construction Dynamic employee teams, little or no IT support. On-project employees need contact with home office for access to latest documents and materials.
Anywhere Access
Peace of Mind
Get More Done
Business Challenges that Match Characteristics
Challenge Target Reason Sales Focus
Project Management Coordinate schedules, tasks, document sharing and progress reports with teams both internally and externally
Anywhere Access
Get More Done
Problem Resolution Ability to assign responsibility, track progress and resolve problems
Peace of Mind
Centralized Document Management
Updating and distributing important company documents, contact lists, procedures and policies
Peace of Mind
Get More Done
Departmental Portals Access to departmental information, lists, documents needed to do job.
Anywhere Access
Peace of Mind
Get More Done
Customer Relationship Management (CRM)
Central location to share and update contact information.
Anywhere Access
Peace of Mind
Get More Done
Case Studies – Messaging and Positioning-- People want quarter-inch holes, not quarter-inch drills.
Scannet
• Product/Feature/technology focused messaging
• Zero flow
• Hosted Exchange Exchange Server 2003?
• No methods of contact
• Effectively implementing elements of Demand Generation and Direct Selling but not bringing it all together
Case Studies – Messaging and Positioning
Cobweb
• Highly approachable• Top level messaging• Guaranteed! Save! Call!• Mobility focus• Emphasis on integrated archiving (packaging)• What does the buyer need in order to feel confident making the
purchase decision?– Excellence, Industry Certified, Ensure Compliance, Service
Excellence, No Compromise, ‘Why Cobweb? - Top Five’
Persona Marketing
• Persona Marketing is, in itself, a competitive advantage
• Identify an ‘ideal’ candidate for the defined service– Representative of thousands of other users that are
reachable via the Web Driven Model
• Personal Interview– Demographic– Psychographic– Pain/Motivation
• Map to messaging
Characteristics of Personas
• Mobile Worker– Needs access to email, files, calendar, contacts, tasks while
traveling
• Office Worker– Typically works in one location, needs to work on behalf of others,
plan and schedule• Delegate access, shared calendars and contacts
• Information Worker– May work in or outside of office, needs to share and have easy
access to information• Public folders, shared contacts
End-User Packaging should be driven by Personas that represent how the service is actually used
Hosted Exchange Office Worker Persona
Behavior Characteristics• Heavy Email User • E-mail is always running on the desktop• Being out of the office is the exception• Would like to be able to easily check email
from home• Does not travel regularly for business• Primarily a Desktop P.C. user, may have a
laptop but it rarely leaves the office
Typical Roles• Administrative Assistant• Software Engineer• Call-Center Customer Support
Representative• Accounting/Finance Users• Distribution Manager• Knowledge Worker
Key Features & Benefits• Shared Calendaring & Meeting Reminders• Delegation of rights in Outlook• Junk-Mail Filtering• OWA• Public Folders• Global Address List (GAL) for finding other
employees information• Task List
Packaging & Pricing Implications• Required MAPI, but not Mobility• Can be the bottom tier of a two-tiered model
where the top-tier includes mobility• Can be the middle tier of a three-tiered model
where the bottom tier is Basic OWA/POP
Hosted Exchange Mobile Worker Persona
Behavior Characteristics• Email-Centric User – Work revolves around
• Being out of the office is the rule
– Frequently works from home
– Frequently doing business from airports, hotels, etc.
• Primarily a laptop user
• Rarely disconnected, responds immediately to emails if possible
Typical Roles• Business Owner
• Senior Executive
• Sales Representative
• Sales Engineer
• Field Engineer
• Consultant
Key Features & Benefits• Mobile access to email, calendar, contacts, and
tasks saves time and increases responsiveness to internal & external customers
• Integration between contact list and telephony functionality for easy dialing and caller identification
• Transparent Synchronization Capability• Ability to Listen to Voicemails sent as sound
attachments
Packaging & Pricing Implications• Required MAPI and full mobility features • Is the top-tier of a two-tiered model where
the bottom tier provides MAPI but not mobility
• Can be the only tier of a single-tier offering that encourages the use of mobility features
Packaging & Pricing for Personas
Needs Segment Value Proposition Offering ComponentsPrice
Range$USD
Office Worker (High Operational
Efficiency)
Info Worker(High
Collaboration)
Mobile Worker(High Mobility)
Core Offering:• OWA w/personal folders, pop3• Tech support• Anti-Spam, Anti-Virus• Backup• Self-service control panel
• Core Offering• MAPI• Shared folders • Integrated IM
• Core Offering• MAPI• Mobile device support• Synchronization
7 €
• Quality tech support• High availability• Quality of Service• Spam/Virus protection• Offsite Backup
• Collaborative file sharing• Shared calendars,
contacts• Shared information• Instant messaging
• Email for remote workers• Email while travelling• Mobile Device Email and
Synch
10 €
15 – 20 €
• Recommendation is for a 2 or 3 tier approach
General Price Considerations
• Preserve low barriers to sale– 2 or 3 price levels
– Contract that local market will bear (minimal)
• Consider discounts– Long term commitment, large volume
• Reward existing customers for referrals
• Bundle popular services, ‘small business in a box’ ready offerings
Positioning, Packaging & PricingWorking Session
• How does your current packaging compare to the best-
practice recommendations?
• Is your offer correctly positioned to avoid feature-speak
and focus on customer-benefits?
• Is your current pricing a barrier to sale or an accelerator?
Background Materials
Sample Exchange OfferingsBase –
ISP-Like OfferStandard –
Mid-Tier and ValuePremium –
Full Collaboration & Web
Set-Up Fee Optional Optional Optional
Fee/month/seat Inexpensive or free $3-$8/standard MBX $8-$15/premium MBX
Storage 25Megs/MBX 100Megs/MBX 100Megs+/MBX
Mailboxes 10 Basic 10 Basic, 1 standard 10 basic, 3-5 premium
Client software Yes Yes Yes
Backup/Restore Weekly Daily, SLAs
Hosted Exchange
Inbox [POP3/SMTP] Basic OWA (BOWA) Basic OWA (BOWA) Full OWA(FOWA)
Offline Mailbox (Outlook) None Outlook client (no collaboration) Full Outlook (full MAPI)
Anti-Virus Basic Online Service Basic Online Service Basic Online Service and Desktop
Anti-Spam Basic Online Service Basic Online Service Basic Online Service, Outlook Spam
Personal Address Book Yes Yes Yes
Personal Folders No Yes Yes
Personal Calendar Yes Yes Yes
Shared Address Book, Folders, Calendars
No No Yes
Other Internet Services
Domain Name No Yes Yes
Web Site No No Yes
Cross-Selling with HMC Components
• Hosted Exchange lead– SharePoint site for basic company intranet or document storage
(ie HR policies, forms)• Added value with solution-specific templates for Project Management, CRM,
etc.
– Secure instant messaging and awareness with Live Communications Server
– Windows-based web hosting
– Other Windows-based hosting services