Upload
bobgelinas
View
312
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Get a fully functional marketing department for a fraction of the cost!
Citation preview
JPE Inc. ConsultingJPE Inc. ConsultingJPE Inc. ConsultingJPE Inc. Consulting
VVIRTUALIRTUAL MMARKETINGARKETING OONN DDEMANDEMANDVVIRTUALIRTUAL MMARKETINGARKETING OONN--DDEMANDEMAND
YYOUROUR KKEYEY TOTO MMARKETARKETPPENETRATIONENETRATIONANDAND RREVENUEEVENUEAAAACCELERATIONCCELERATION
AAGENDAGENDAAAGENDAGENDA
WW JPE IJPE I CC ??WWHOHO ISIS JPE IJPE INCNC. C. CONSULTINGONSULTING??
TTHEHE GGREATREAT CCHALLENGEHALLENGE OFOF GGETTINGETTING FROMFROM WWHEREHERETTHEHE GGREATREAT CCHALLENGEHALLENGE OFOF GGETTINGETTING FROMFROM WWHEREHEREYYOUOU AARERE TOTO WWHEREHERE YYOUOU WWANTANT TOTO BBEE
TTHEHE UUNIQUENIQUE AADVANTAGESDVANTAGES OFOF VVIRTUALIRTUAL MMARKETINGARKETING OONNDDEMANDEMAND (VMOD)(VMOD)( )( )
HHOWOW VMOD WVMOD WORKSORKS WITHWITH JPEJPE
SSUMMARYUMMARY
JPE Inc. Consultingwww.jpeincconsulting.com
WWHOHO ISIS JPE?JPE?WWHOHO ISIS JPE?JPE?
A CA CREATIVEREATIVE MMARKETINGARKETING SSERVICESERVICES BBUSINESSUSINESS MMODELINGODELING ANDANDA CA CREATIVEREATIVE MMARKETINGARKETING SSERVICESERVICES, B, BUSINESSUSINESS MMODELINGODELING, , ANDANDCCONSULTINGONSULTING FFIRMIRM FORFOR IT CIT COMPANIESOMPANIES, , FOCUSINGFOCUSING ONON SSTARTTART--UUPSPS, E, EARLYARLY--SSTAGETAGE, , ANDAND GGROWTHROWTH COMPANIESCOMPANIES
WWEE HELPHELP DEFINEDEFINE ANDAND REFINEREFINE VISIONVISION, , VALUEVALUE PROPOSITIONSPROPOSITIONS, , GOGO--TOTO--MARKETMARKET STRATEGIESSTRATEGIES, , ANDAND THENTHEN PLANPLAN ANDAND EXECUTEEXECUTE THEMTHEM
DDECADESECADES OFOF HANDSHANDS--ONON IT MIT MARKETINGARKETING EXPERTISEEXPERTISE
HUNDREDSHUNDREDS OFOF MILLIONSMILLIONS OFOF DOLLARSDOLLARS OFOF REVENUEREVENUEACCOMPLISHMENTACCOMPLISHMENT OFOF BEHALFBEHALF OFOF ORGANIZATIONSORGANIZATIONS WEWE''VEVE SERVEDSERVED
OOURUR UUNIQUENIQUE VVALUEALUE PPROPOSITIONROPOSITION::Providing VMOD with Catalytic Creativity
JPE Inc. Consultingwww.jpeincconsulting.com
WWHATHAT ISIS VMOD?VMOD?WWHATHAT ISIS VMOD?VMOD?
VV MM OO DDVVIRTUALIRTUAL MMARKETINGARKETING OONN--DDEMANDEMAND
Contract Professional Services for all Key Marketing &Contract Professional Services for all Key Marketing & Business Development Functions
Your flexible “Virtual Marketing Department”Providing both Planning and ExecutionProviding both Planning and Execution
Fractional Resource EfficiencyNo money wasted on fulltime staff for infrequent or short-term needsNo money wasted on fulltime staff for infrequent or short term needsOnly pay for what you really need, when you need itScale marketing resources up or down, as needed, On-Demand
No skill set, tools, quantity of personell, or process limitations from your own In-House Resources
JPE’s own Experts & the JPE Resource Network
JPE Inc. Consultingwww.jpeincconsulting.com
p
WWHATHAT ISIS CCATALYTICATALYTIC CCREATIVITYREATIVITY??WWHATHAT ISIS CCATALYTICATALYTIC CCREATIVITYREATIVITY??
JPE Inc. Consultingwww.jpeincconsulting.com
TTHEHE PPOWEROWER OFOFCC CCCCATALYTICATALYTIC CCREATIVITYREATIVITY
A FA FEWEW EEXAMPLESXAMPLES::A FA FEWEW EEXAMPLESXAMPLES::
It is what took a struggling networking company from negligible revenues to over $50 million in two years
It is what took a public software company suffering $2 million/quarter losses, and a stock price below $2.00 a share—to achieving a cash-low positive status and a stock price over $16.00 a share—in only six months
It's what built a pipeline of over $20 million, with $5 million in recognized revenues in six months
It's what generated a seven-figure software deal from scratch in only 60 days
It's what many clients have used to completely revamp their messaging and branding, defining their true value proposition—resulting in revitalized market momentum and gaining competitive advantages
It's what many, many start-ups and early stage companies have used to develop their business models, business plans, presentations, and funding documents to raise millions and millions of Private Equity and VC dollars needed to go to market
JPE Inc. Consultingwww.jpeincconsulting.com
PPOINTOINT A: WA: WHEREHERE AARERE YYOUOU??PPOINTOINT A: WA: WHEREHERE AARERE YYOUOU??
NNEWEW SSTARTTART UUPPNNEWEW SSTARTTART--UUPPPre-Revenue, No Detailed Marketing Plan, No Effective Collaterals, Little-to-No Web Presence and Small Marketing BudgetPresence and Small Marketing Budget
EEARLYARLY--SSTAGETAGE CCOMPANYOMPANYP t t /B t t /Fi t R l R dPrototype/Beta stage/First Release, Ready to Go-To-Market or already have Early-Adopter Clients, Small Web Presence, Primitive Collaterals, Small Sales ForcePrimitive Collaterals, Small Sales Force
GGROWTHROWTH CCOMPANYOMPANYProduct(s)/Service(s) Released SmallProduct(s)/Service(s) Released, Small Client Base, Small Market Visibility, Incumbent Competition, Ready to Ramp Revenues
JPE Inc. Consultingwww.jpeincconsulting.com
PPAINAIN PPOINTSOINTS / O/ OBSTACLESBSTACLESPPAINAIN PPOINTSOINTS / O/ OBSTACLESBSTACLES
LLACKACK OFOF MMARKETARKET TTRACTIONRACTION??LLACKACK OFOF MMARKETARKET TTRACTIONRACTION??Low Market VisibilityWeak/Inconsistent Revenues
NNOO SSTRONGTRONG CCOMPETITIVEOMPETITIVEDDIFFERENTIATIONIFFERENTIATION??
Can’t Compete on a Level Playing Fi ld i I b
CLIFF
Field against Incumbents
NNEAREAR--EEMPTYMPTY PPIPELINEIPELINE??No Productive Market Penetration /No Productive Market Penetration / Adoption
NNEGATIVEEGATIVE CCASHASH--FFLOWLOW??High Burn RateRapidly Running out of limited “Funding Runway” before making it to Cash-Flow Positive
JPE Inc. Consultingwww.jpeincconsulting.com
to Cash Flow Positive
PPOINTOINT B: TB: TOO AACHIEVECHIEVE SSUSTAINEDUSTAINEDGG YY NNGGROWTHROWTH, Y, YOUOU NNEEDEED……
A WA WELLELL--TTHOUGHTHOUGHT--OOUTUT SSTRATEGICTRATEGIC VVISIONISION & & MMARKETINGARKETING PPLANLAN
Detailed Target Market & Competitive Analysis SUCCESS
A Compelling Value Proposition Articulated as Practical Business SolutionsEffective Lead Generation, Qualification, and Competitive Displacement CampaignsCompetitive Displacement CampaignsMarket Visibility and AcclaimWorld-Class Sales Engagement Tools
Presentations Leave Behinds White Papers Case
CLIFF
Presentations, Leave-Behinds, White Papers, Case Studies, References, Data Sheets, Executive Summaries, Brochures, etc.
TTHEHE SSKILLEDKILLED RRESOURCESESOURCES NNECESSARYECESSARY TOTOTTHEHE SSKILLEDKILLED RRESOURCESESOURCES NNECESSARYECESSARY TOTOEEXECUTEXECUTE YYOUROUR PPLANLAN
TTHEHE “B“BIGIG IIDEADEA”” FAILURE
JPE Inc. Consultingwww.jpeincconsulting.com
TTHEHE BBIGIG IIDEADEATTHEHE BBIGIG IIDEADEA
DD TTDDISRUPTIVEISRUPTIVE TTECHNOLOGYECHNOLOGYCausing Behavioral Paradigm Shifts in the Status Quo Target MarketgObsoleting the Competition
IINNOVATIONNNOVATIONIINNOVATIONNNOVATIONNot “Me Too” or just “New & Improved”
DDEFININGEFINING NNEWEW MMARKETARKET NNICHESICHESTelling a New StoryChanging the Ground Rules of the GameChanging the Ground Rules of the GameShaping the Argument to Your Advantage
JPE Inc. Consultingwww.jpeincconsulting.com
BBIGIG IIDEADEA$ E$ EXAMPLEXAMPLE$$BBIGIG IIDEADEA$ E$ EXAMPLEXAMPLE$$
Old Idea New Idea
Application Service Provider (ASP)
Software as a Service (SaaS)
Web Hosting, Co‐Location, Cloud ComputinggRemote Data Center
p g
140 Char. Message TelecomSideband Control Channel
Text Messaging / SMSSideband Control Channel (wasted bandwidth)
Driveway Oil Cleaner Kitty Litter
Blood Pressure Medication Viagra
JPE Inc. Consultingwww.jpeincconsulting.com
GGETTINGETTING FFROMROM AA TOTO BBGGETTINGETTING FFROMROM A A TOTO BB
YYOUOU NNEEDEED:: YYOUROUR JJOURNEYOURNEY OOPTIONSPTIONS::YYOUOU NNEEDEED::The Right People
Creative Visionaries and Strategic Planners
YYOUROUR JJOURNEYOURNEY OOPTIONSPTIONS::Madison Avenue Option
Top PR FirmTop Ad/Creative AgencyStrategic Planners
Experienced Tactical ManagersTalented Functional Implementers
Top Ad/Creative AgencyMultimillion Dollar Advertising and Campaign Budget
The In-House OptionImplementersEffective Processes
Market Penetration StrategyCampaign Development and
Hire completely functional marketing staffDevelop all your own processesp g p
ExecutionSales Engagement ProcessPipeline Management
Best Tools
pBuild or Buy all of your own ToolsThink up your own Big Idea
Virtual Marketing OnBest ToolsSoftware, HardwareNetworking and Communication
Virtual Marketing On Demand (VMOD)
Contract for some, most, or all of your Marketing Needs
A Big IdeaJPE Inc. Consultingwww.jpeincconsulting.com
TTYPICALYPICAL YYOUNGOUNG CCOMPANYOMPANYMM DDMMARKETINGARKETING DDEPARTMENTEPARTMENT
l l S l hl i hRole Annual Salary Monthly Burn with Benefits
VP of Marketing $150,000 $14,375
In‐HouseOption
Market Researcher $50,000 $4,791
Webmaster $80,000 $7,666
PR Manager $45,000 $4,312
Trade Show Coord. $40,000 $3,833
Product Manager $60 000 $5 750Product Manager $60,000 $5,750
Content Writer $50,000 $4,791
Marketing Support $30,000 $2,875
TOTAL $505,000 $48,393
JPE Inc. Consultingwww.jpeincconsulting.com
REAL TOTAL/Year $580,716(with ben.)
TTYPICALYPICAL MMARKETINGARKETING DDEPARTMENTEPARTMENTPP AAPPRODUCTIVITYRODUCTIVITY AANALYSISNALYSIS
8 F8 FULLTIMEULLTIME PPERSONNELERSONNEL ((FROMFROM PREVIOUSPREVIOUS CHARTCHART))8 F8 FULLTIMEULLTIME PPERSONNELERSONNEL ((FROMFROM PREVIOUSPREVIOUS CHARTCHART) ) Available Hours = 40 hrs/week/personx 4 weeks/mo. = 160 hrs/mo./personx 8 people = 1 280 man hours/monthx 8 people = 1,280 man hours/monthx 12 months = 15,360 hours/yr.Fixed Cost/mo. = $48,393x 12 months = $580,716 / yr., y
HHOWEVEROWEVER –– AAVERAGEVERAGE HHOURSOURS RREQUIREDEQUIRED FORFOR YYOUNGOUNG CCOMPANYOMPANYMMARKETINGARKETING PPHASESHASES
St t U E t bli hi C t Id titStart-Up – Establishing Corporate Identity20 hrs/mo. For 3 mo., or 60 hours total
Early Stage – Go-to-Market80 hrs/mo., for 6 mo., or 480 hours total.
Growth – Competitive Superiority160 hrs/mo., for 12 mo., or 1,920 hours total.
SSEEEE THETHE DDISPARITYISPARITY TTHEREHERE BBETWEENETWEEN NNEEDEED ANDAND CCOSTOST??
JPE Inc. Consultingwww.jpeincconsulting.com
SSEEEE THETHE DDISPARITYISPARITY TTHEREHERE BBETWEENETWEEN NNEEDEED ANDAND CCOSTOST??
VMOD CVMOD COSTOST SSTRUCTURETRUCTUREVMOD CVMOD COSTOST SSTRUCTURETRUCTURE
IINDIVIDUALNDIVIDUAL SSERVICESERVICEST&M or Fixed Fee (per quote); or
PPACKAGEDACKAGED SSOLUTIONOLUTION SSERVICESERVICESPackage VMOD for Start‐Ups VMOD for Early‐Stage Companies VMOD for Growth Companies
Objective Corporate Identity Package Go‐To‐Market Package Competitive Superiority Package
JPE Avg. Resources Assigned(not dedicated resources, but shared multiple resources)
1 4 8
JPE CommittedMinimum ofJPE Committed Minimum of Billable Hours Delivered/Mo. 20 80 160
Fixed Monthly Fee $2,500 $9,000 $17,500
Your Minimum Commitment 3 months 6 months 1 Year
JPE Inc. Consultingwww.jpeincconsulting.com
Aggregate $7,500 $54,000 $210,000
IINN--HHOUSEOUSE VSVS. VMOD. VMODIINN HHOUSEOUSE VSVS. VMOD. VMOD
$60,000
$50,000
$40,000
MonthlyExpense
$30,000 In‐House
VMOD
$10,000
$20,000
$‐
,
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
JPE Inc. Consultingwww.jpeincconsulting.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
Start‐Up Early‐Stage Growth
OOPTIONSPTIONS CCOSTOST AANALYSISNALYSISOOPTIONSPTIONS CCOSTOST AANALYSISNALYSIS
MM AA CC ’’ AAMMADISONADISON AAVEVE. . –– CCANAN’’TT AAFFORDFFORDMultimillion Dollar ExpenseNot Practical for most Early Stage Companiesy g p
IINN HHOUSEOUSE OOPTIONPTION –– PPAYINGAYING TTOOOO MMUCHUCHTypical Route Hire Discrete Roles for each Function even if notTypical Route – Hire Discrete Roles for each Function, even if not fully utilizedEight (8) Person Department
A $600K/Approx. $600K/yr. or more
VMOD OVMOD OPTIONPTION –– SSAVINGAVING UPUP TOTO 2/32/3F ti l U f 3 d P t RFractional Use of 3rd Party ResourcesEquivalent Productivity to 8 person Department
Only $210K/yr.
JPE Inc. Consultingwww.jpeincconsulting.com
VMODVMOD FORFOR SSTARTTART--UUPSPSVMOD VMOD FORFOR SSTARTTART UUPSPS
CCORPORATEORPORATE IIDENTITYDENTITY ANDAND PPRESENCERESENCE MMOREORECCORPORATEORPORATE IIDENTITYDENTITY ANDAND PPRESENCERESENCE
20 H20 HOURSOURS / / MOMO. F. FOROR 3 M3 MONTHSONTHS
$2 500 /$2 500 / MOMO OROR $7 500 T$7 500 TOTALOTAL
MMOREORE……Logo and Letterhead DesignBusiness Card DesignCorporate PPT Theme Design & $2,500 / $2,500 / MOMO., ., OROR $7,500 T$7,500 TOTALOTAL
New Client Engagement Assessment (a $2,500 value by itself)Includes MS Project Plan
gTemplatesWebsite Design (Theme and up to 20 pages)Website Content Creation and Includes MS Project Plan
Branding Development (Corporate and Product/Service)Value Proposition and Market Differentiation Definition
MaintenanceFlash Development for WebProduct/Service Data Sheets (1-2 page)P d t/S i S l ti P fil (2 5Differentiation Definition
Pricing Strategy & Pricing Tool CreationRevenue Plan
Product/Service Solution Profiles (2-5 pages)Product/Service PPTs (Up to 25 slides)New Article Authoring
Corporate Executive Summary (Printing not included)Corporate Background Paper (Printing not included)
Promotional Items Design (Items sold separately)White Paper AuthoringTwitter AccountCorporate Brochure (4-Color) (Printing
not included)10 Slide Corporate PPT
Twitter AccountTarget Market Analysis
VMODVMOD FORFOR EEARLYARLY--SSTAGETAGE CCOO..VMOD VMOD FORFOR EEARLYARLY SSTAGETAGE CCOO..
GGOO TTOO MMARKETARKET SSERVICESERVICES MMOREOREGGOO--TTOO--MMARKETARKET SSERVICESERVICES
80 H80 HOURSOURS / / MOMO. . FORFOR 6 M6 MONTHSONTHS
$9,000 / $9,000 / MOMO., ., OROR $54,000 T$54,000 TOTALOTAL
II AA SS UU SS PP
MMOREORE……Publishing a Company NewsletterPerforming a Competitive AnalysisBuilding Prospect DatabaseIINCLUDESNCLUDES AALLLL SSTARTTART--UUPSPS SSERVICESERVICES PPLUSLUS
Planning and Execution of Product/Service Launch Campaigns (service only, materials extra)
Building Prospect DatabaseProposal/RFP SupportPipeline Management/CRMTrade Show Booth Design (Materials
Campaign Monitoring and AnalyticsA series of Market Penetration Campaigns (service only, materials extra)
Trade Show Booth Design (Materials not included)Trade Show Support (Travel & Materials not included)Sponsored Events (Travel & Materials
Lead Generation & Qualification Campaigns (service only, materials extra)Press Releases
Sponsored Events (Travel & Materials not included)Client Case StudiesProject Cards/DatabaseAd Campaign Planning, Budgeting, Ad Buys (Ad Costs Separate)
VMODVMOD FORFOR GGROWTHROWTH CCOMPANIESOMPANIESVMOD VMOD FORFOR GGROWTHROWTH CCOMPANIESOMPANIES
CC SS II AA SSCCOMPETITIVEOMPETITIVE SSUPERIORITYUPERIORITYPPACKAGEACKAGE
160 H160 HOURSOURS / / MOMO. F. FOROR 1 Y1 YEAREAR
IINCLUDESNCLUDES AALLLL SSERVICESERVICES ININ THETHESSTARTTART--UUPP ANDAND EEARLYARLY SSTAGETAGEPPACKAGESACKAGES, P, PLUSLUS::
$17,500 / $17,500 / MOMO., ., OROR $210,000 T$210,000 TOTALOTALSEO Optimization for the website
Video Production
Planning and Execution of regularly g g yscheduled targeted Competitive Displacement Campaigns
Annual Report (Publishing extra)
Investor Business Plan for Funding
Investor Executive Summary
Investor Private PlacementInvestor Private Placement Memorandum (PPM) Preparation Support
Investor PPT
VMODVMOD FROMFROM JPEJPEVMOD VMOD FROMFROM JPEJPE
SSTEPTEP 1 1 –– FFREEREE IINITIALNITIAL CCONSULTATIONONSULTATION
SSTEPTEP 2 2 –– NNEWEW CCLIENTLIENT EENGAGEMENTNGAGEMENTAAAASSESSMENTSSESSMENT
Gap Analysis and Marketing PlanAssessment Review
SSTEPTEP 3 3 –– CCUSTOMUSTOM PPROJECTROJECT SSCOPINGCOPING, , SSTANDARDTANDARD SSOLUTIONOLUTION PPACKAGEACKAGE, , OROR CCUSTOMUSTOMPPACKAGEACKAGE PPLANLAN
SSTEPTEP 4 4 –– EEXECUTIONXECUTION ANDAND DDELIVERABLESELIVERABLESProject Mgmt. & Quality AssuranceCollaboration & Communication
SSTEPTEP 5 5 –– RREPORTINGEPORTING & I& INVOICINGNVOICINGMonthl Reports
JPE Inc. Consultingwww.jpeincconsulting.com
Monthly ReportsFixed Fee or T&M Billing
SSUMMARYUMMARYSSUMMARYUMMARY
VMODVMOD REPRESENTSREPRESENTSVMOD VMOD REPRESENTSREPRESENTS
As Much or as Little of the People, Processes, Tools, and Vision You Need to Get to the Next Level
The Most Cost-Effective Marketing Solution for Your Current Stage of Business Development
Less Marketing Dollars spent on Personnel and More Dollars Focused on ActualLess Marketing Dollars spent on Personnel and More Dollars Focused on Actual Marketing Campaigns and Initiatives
JPE JPE REPRESENTSREPRESENTS
The Detailed Planning and Process Development You Need
Instant Organizational Maturity and Ability to Execute Now
Vast Expertise, Accomplishment & Immediate Productivity
No Hiring, Training, and Managing a Full In-House Marketing Team Required
JPE Inc. Consultingwww.jpeincconsulting.com
Catalytic Creativity to Help You Discover Your “Big Idea”
CCONTACTONTACTCCONTACTONTACT
JPE IJPE INCNC. C. CONSULTINGONSULTING
www.jpeincconsulting.com
Offi 239 247 3213Office: 239.247.3213
Fax: 239 542 0080Fax: 239.542.0080
JPE Inc. Consultingwww.jpeincconsulting.com