Published
October 12, 2019
Category
Optimization / Media
client
Oceanthemes
Strategy and Implementation Summary
Strategy and Implementation Summary
HELTech Computer Consulting will focus on the following to establish and grow the business:
- Four main promotion strategies: networking and referrals, web based promotion, traditional media advertising, and some non-traditional promotion methods.
- A value proposition of timely and practical solutions, at a reasonable rate, coupled with a 100% guarantee.
- A competitive edge based on cultivating existing customer relationships.
- A comprehensive and detailed marketing and sales strategy, covered in depth in a separate marketing plan.
Strategy Pyramid
Most of the textbooks and/or experienced business people who contributed to the research for this plan suggested some combination of the following four marketing strategies. These are especially suited for a modern high tech business such as computer consulting.
- Strategy 1 – Networking & Referrals – Using existing contacts and clients to build a larger network of potential clients.
- Strategy 2 – Social Media – Using a Social media platform to showcase the owner’s skills and knowledge, providing an “electronic brochure” as well as useful technical information free of charge.
- Strategy 3 – Advertising – Traditional methods such as Yellow Page ads, newspaper like Atrif classified and display ads.
- Strategy 4 – Non-traditional – Creative and unique advertising such as door hangers, bumper stickers, etc.
Value Proposition
The value proposition offered by HELTech Computer Consulting is quite simple: timely and practical solutions for client’s computer problems and/or upgrades, all at a very reasonable and competitive rate. Most important, HELTech offers a 100% satisfaction guarantee, thus building and retaining the client’s confidence.
Competitive Edge
HELTech’s competitive edge is that the owner already has a significant number of high quality relationships with current and potential clients. In essence, HELTech has already overcome the barriers to entry in the consulting field and is simply in the process of formalizing the business.
Marketing Strategy
The topics below briefly outline the marketing strategy for HELTech Computer Consulting. A much more comprehensive discussion of these strategies is presented in the HELTech Marketing Plan.
Marketing Programs
The most important marketing program for HELTech is to get the word out, through a combination of the following:
- Sending a letter of announcement and brochure to all existing contacts and customers.
- Developing and purchasing “grand opening” announcements in the local newspaper mainly on Atrif.
Positioning Statement
For the home small / medium size business’s who needs technical help with their business computers, HELTech Computer Consulting provides fast and effective response that gets the business back up and running. Unlike Geeks on site, HELTech offers a 100% satisfaction guarantee.
Pricing Strategy
HELTech Computer Consulting will adopt a price matching strategy rather than entry pricing. A survey of local consulting businesses revealed the following:
- Hourly Rate Pricing – The average price charged was $75.00 per hour.
- Retainer Pricing – Based on the expected minimum number of hours per month, the average was $150.
- Project Pricing – Based on a daily rate (8 hours x $75.00/hour)
Promotion Strategy
The primary promotion strategy for HELTech will be directly in line with the strategy pyramids mentioned previously. The lead strategy will be to focus on cultivating existing relationships, using known networking techniques to develop referrals and new customer leads. Added to this will be a blend of Social media marketing and traditional public relations and media marketing. The ultimate promotion strategy, however, will be in guaranteeing customer satisfaction: happy customers will generate repeat and new business.
Sales Strategy
Sales strategy for HELTech Computer Consulting is simple and straightforward: customer satisfaction! Happy customers will be repeat customers, and they will provide referrals to new customers.
- Sales forecast figures are based on industry figures for the typical growth of a consulting startup and reflect repeat business generated through meeting customer needs.
- Sales programs must be based on the notion that business is driven on customer demand when problems arise. While some business can be generated by soliciting customers to upgrade their systems, IT infrastructure and software, by and large the bulk of the business will be emergency technical aid.
Sales Forecast
The sales figures shown below include the projection based solely on hourly rate consulting during the first year of business. Yearly figures for subsequent years include the growth of retainer and project consulting income as business grows.
Cost of sales for consulting services are the hourly payments earned by the owner.
Table: Sales Forecast
Sales Forecast |
|
|
|
| Year 1 | Year 2 | Year 3 |
Unit Sales |
|
|
|
Hourly Rate Consulting | 660 | 1,152 | 1,152 |
Retainer Consulting | 0 | 5 | 10 |
Project Consulting | 0 | 6 | 12 |
Total Unit Sales | 660 | 1,163 | 1,174 |
|
|
|
|
Unit Prices | Year 1 | Year 2 | Year 3 |
Hourly Rate Consulting | $75.00 | $75.00 | $75.00 |
Retainer Consulting | $0.00 | $150.00 | $150.00 |
Project Consulting | $0.00 | $600.00 | $600.00 |
|
|
|
|
Sales |
|
|
|
Hourly Rate Consulting | $49,500 | $86,400 | $86,400 |
Retainer Consulting | $0 | $750 | $1,500 |
Project Consulting | $0 | $3,600 | $7,200 |
Total Sales | $49,500 | $90,750 | $95,100 |
|
|
|
|
Direct Unit Costs | Year 1 | Year 2 | Year 3 |
Hourly Rate Consulting | $10.00 | $10.00 | $10.00 |
Retainer Consulting | $0.00 | $20.00 | $20.00 |
Project Consulting | $0.00 | $79.98 | $79.98 |
|
|
|
|
Direct Cost of Sales |
|
|
|
Hourly Rate Consulting | $6,598 | $11,517 | $11,517 |
Retainer Consulting | $0 | $100 | $200 |
Project Consulting | $0 | $480 | $960 |
Subtotal Direct Cost of Sales | $6,598 | $12,097 | $12,677 |
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