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Similaire à Easy Office Design Tamara Romeo
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Easy Office Design Tamara Romeo
- 1. Easy Office Design Tamara Romeo Brenden Boesgaard Nicole Kuester Erica Lohrenz Josh Skolnick Markaela Vlahoyiannis Lance Ziegler
- 2. Company Overview Giving professionals specialized offices of customized American furniture. All online - no hassle - made to order 30 day delivery & set up guarantee “White glove service”: built → delivered → installed Green: no boxes & no international freighting Made in America Select→ Order→ Receive→ Enjoy Markaela
- 6. Company Goals First Year $300,000 in sales $25,000/month: 5 collections Second Year $1,500,000 in sales $125,000/month: 20 collections (4 times the first year’s volume) Lance
- 7. Company Challenges Unproven Concept High Delivery Costs and Dimensions of service elevators, doorways, etc. (10x12 ft) Pricepoint averages $5000 Brand Awareness to acquire new and repeat customers Budget ~ $5,000 Lance
- 8. SWOT Analysis Strengths: High quality, made in the USA, all-in-one solution, fast set-up time, minimal micromanaging concerns Weaknesses: No return policy, logistic restrictions Opportunities: Expanding companies, growing industries Threats: No direct competitors - Indirect competitors - Laurel & Wolf, Havenly, SwivelFly, and Poppin Lance
- 9. Situational Analysis Office Design/ Furnishing Industry Porter’s Five Forces Model Lance
- 10. Situational Analysis Easy Office Design Porter’s Five Forces Model Lance
- 11. Marketing Objectives Increase word of mouth and referrals Use reputation from San Diego Office Design for credibility to build new brand Generate web page traffic utilizing SEO and PPC Utilize intern to expand marketing Nicole
- 12. Social Media Marketing Internship Responsibilities: - Social Media accounts - Customer service - Website Video Editing - Brand support - Email marketing - Idea generation Nicole
- 13. Internship continued Lavin Entrepreneurship Program & Entrepreneurship Society - Post to Social media - Find like minded Intern - Advertise to those starting new businesses College Credit - 150 hours a summer / semester - 10hrs/week Nicole
- 14. Online Presence Professional - Linkedin - Blog Social - Pinterest - Instagram - Facebook - Twitter - Google + Nicole
- 15. Target Market • San Diego, Orange County, & Los Angeles • New, Expanding and Renovated Businesses Law Firms, Doctors, Dentists, Churches, Hotels, Insurance/Finance Agents, Banks, Real Estate Agencies (traditional businesses) • Executive Assistants responsible for furnishing a new office - High end tastes/ Professional Look - Immediate need - 30 days - Not price sensitive - Green / American Made - White Glove Setup Nicole
- 16. Key Strategies Promotion Strategy Print media Social Media Google Adwords Outdoor Advertising Direct Marketing/ Email Brenden
- 17. What to Highlight on Ads White Glove Service Fast and Easy Setup 30 Day Guarantee Professionalism Made in America Simple Selection Green Focus Custom Design Brenden
- 18. Promotion Strategy Partner with commercial real estate agents selling office spaces If they refer Easy Office Design, they can get a 5% commission Adjustable Ergonomic Task Chair and/or Expertly Framed Artwork with the purchase of an additional room or reception desk Brenden
- 19. Print Media Advertising San Diego Union Tribune $51 CPM (thousand) preprint single sheet inserts for Sunday paper Sunday Circulation 409,796 ~65 zip codes in San Diego. Focus on 5 most affluent based mean income. ~$1600 San Diego Business Journal ”The perfect place to advertise office space, residential real estate, businesses for sale, internet/technology services, employment/recruitment of top or middle managers, business products, request for proposals/legal services or DBA's.” Circulation 15,610 weekly ~$1,400 Brenden
- 20. Social Media Platform Advertising LinkedIn - Traditional Professionals Set budgets and bids Pay per click or pay-per 1,000 Pinterest - Support Staff Pay per click No minimum Only pay for results Promoted Pins: place ads above lower bidders Erica
- 21. Blog Blog to improve SEO Purchase Domain for effective SEO Godaddy.com is $14.99 per year Google’s “spiders” reach out to different sites, so the more domains you have, the more that Google’s “spiders” will reach out to your company. We want to increase the amount of keyword repetitions Erica
- 22. Google AdWords Erica ● Search Engine Marketing ● Bid for a spot ● Only pay per click ● Quality Score (how useful) ● Avg Cost Per Click $1-2 ■ ~$1500 limit
- 25. Outdoor Advertising San Diego Billboard - 14ft X 48 ft - I-5 entrance from Grape St. - Airport exit road - Between Gaslamp and Little Italy - Illuminated at night - 24/7 visibility ~$1000 Anaheim Billboard - 15ft X 28ft - Along I-5 off Lincoln Ave - Adjacent to commercial area ~$1800 Josh
- 26. Email Marketing Personalized emails Email cycle Utilize subject line Looking to expand your business? Office furniture fast Easy fast office Call to action Sign up for promos, news, and updates Josh
- 27. Lists $1000 for data and contact information Beneficial to all media strategies Pinpoint Area code Income Occupation Psychographics Josh
- 28. Benchmarks Billboards Consider relocation of the Anaheim and Downtown San Diego Billboard after a month for additional reach Print Media Discontinue San Diego Union Tribune and/or Business Journal ads if benchmark of 5 calls and 30 web page views/week is not met after a month Provide different landing pages for every kind of ad platform to track awareness and determine what leads to the most sales. Josh
- 29. Financials Total Budget Cost: Union Tribune Inserts $1600 San Diego Business Journal $1400 Billboard $1000 + $1800 = $2800 Direct Marketing Email Lists $1000 Google Ad Word (Pay Per Click) Linkedin (Pay Per Click) Pinterest (Pay Per Click) Total $6,800+ Josh
- 30. Easy Office Design: Go from No Office to Pro Office
Notes de l'éditeur
- *Markaela* The company, Easy Office Design, is giving professionals specialized offices… Its all online with no hassle and made to order Select if you want to shop by collection, by room or browse by product To Order you choose the pieces perfect for you and office Receive the order. It arrives fully assembled and is set up Enjoy the furniture! It is ready to use the same day it arrives
- Simple and Elegant High Quality Made in San Diego Executive offices, Conference rooms, Reception desks, shop Single room / individual products Black, brown, tan color choices for Traditional work environment
- From another retailer, but sold through the website This collection is Made in South Carolina It has a traditional style, gearing more towards lawyers, doctors, and executives. As you can see in the upper corner, there is a Blotter, a pen holderand a business card holder. These desk accessories can be purchased online as well. They are at a lower price point to draw in customers and hopefully entice them to buy larger pieces
- *End MARKAELA* We want to stay true to their mission statement, emphasizing that this is the right group of Office Interior Designers to make this a simple and headache free process. Focusing on the pre-packaged ready to go aspect and white glove delivery service
- *LANCE* Each sale averages $5,000 - thus 5 offices would have to be furnished each month in order to meet this first year estimate. Easy Office will hopefully increase sales 4x to be 20 furnished offices per month, so our goal with this presentation is to hopefully provide some useful recommendations that will help lead Easy Office Design to meet this goal.
- Unproven Concept: New and unfamiliar. There are currently no direct competitors to Easy Office Design, it is the first of its kind to offer collections of furniture and provide full shipping and installation service. Delivery Costs: Delivery prices are high. Buyers must take into account the dimensions of service elevators, doorways, etc. of their building before purchasing. Pricepoint: Knowing how expensive these collections cost, one of our challenges was figuring out how to identify the target market. That being said, the pre determined target market is affluent company executives, as well as those who want to convey a professional company image Brand Awareness: Once launched, what is the best way to communicate who we are & acquire new and repeat customers? Budget: $5,000 with some leeway
- Strengths: High quality - you get what you pay for, and great service to go along with it. Weakness: New company is not yet established -No return policy: Furniture is made to order Opportunities Threats: Laurel & Wolf - designers for small spaces - great layout, social media - indirect competitor - all over US -more for houses -100% happiness guarantee Havenly - more for houses- designers for small spaces - indirect competitor - all over US SwivelFly -More for startup companies, not highly professional businesses like what Easy Office wants -terrible website - rent furniture - similar pieces and market - select location Poppin -open design, creative spaces great website - big furniture and additions for repeat business - indirect competitor - most similar in product offering - looks like the customer picks individual pieces, can get help from designer and it all works together
- Bargaining Power of Suppliers - Low because these companies can choose between many different suppliers for their items or they make their own brand items (Poppin “series” of desks), and thus suppliers don’t have as much power on price. Threat of substitutes - High. People can choose to just go out and furnish their offices on their own instead of using these companies. Also, Swivelfly and Poppin are both seemingly more targeted at startup type companies. Laurel & Wolf are both targeted at furnishing homes. These respective companies are in direct conflict with each other. Bargaining power of buyers - High because people can choose from a huge variety of furniture options from these sites and have options when choosing how to furnish their interior spaces. Threat of new entrants - High. This industry is growing. As the internet is becoming more popular for ecommerce, more companies are coming about for all types of services, and this industry is easily replicable.
- Bargaining power of suppliers - Low because Easy Office design is only utilizing a couple collections right now, and they are locally made. Threat of substitutes: No alternatives if they are looking for an equally in-depth service with the same high quality furniture pieces. Bargaining power of buyers: Low. The available office furniture sets on the website average $5000. There are no discounts available to the customers and there are no returns. Threat of new entrants: Internet business, as mentioned before, is booming and there are many opportunities for competitors to come into the market, especially once they see the success that is to come with Easy Office Design. *END LANCE*
- *START SPEAKER NICOLE* What we want to do for the company PPC = pay per click SEO - search engine optimization
- Reccomendation Include but not limited to… Valueable time saver - they make you review
- Meet the needs of new business owners - get in their heads early Free!!! Now all sugestions -Tamara doesnt have time to be on social media… too busy running a new business -college students specialize in social media
- Not paid - free!!! a profile for people to find us in a setting they are comfortable with
- *END NICOLE* Local for lower shipping costs and familiar with area and culture Professionals - traditional work (older, male) + support staff (younger female)
- *BRENDEN START* Some adwords that we’ll touch on later will be directed towards people searching for fast and easy office set up
- White Glove Service is most important to her Made in America is second - Mostly SD - Lexington from South Carolina Scheduled delivery appointment Team will bring in furniture - even up stairs Will unpack and provide light assembly Any necessary cleaning is provided Office is ready for use same day
- Customers can also refers colleagues to get a free thing or 10% next puchase
- *END BRENDEN* To target working professionals who read the newspapers but local so it's targeted and in budget $20,859 For full circulation, too expensive Press release
- START ERICA -Different from social media *heres an example ad on linkedin Promoting the pin, comes up on search
- The more domain names you have, the more locations the Google “spiders” have to search to terms that are relevant to the company. -google spiders (not real spiders) -go out (crawling) to rebuild the index -find websites with most key words to place higher in search engine Our crawl process is algorithmic; computer programs determine which sites to crawl, how often, and how many pages to fetch from each site. We don't accept payment to crawl a site more frequently. For tips on maintaining a crawler-friendly website, please visit our Webmaster Guidelines.
- ERICA ~$1500 is our limit
- ERICA This is in order of words most critical Google adwords cost, on average, $1-2 You can stop paying whenever you want, there is no committment
- Utilize subject
- Benchmarks should show how we suggest she measure her time and more importantly financial investments Start with what is most expensive and work your way down for the best use of funds: Anaheim Billboard - $1800/month Consider relocation for a further reach Union Tribune - aimed at 5 most affluent area codes in SD ~$1600 San Diego Business Journal - Circulation 15,610 weekly ~$1,400 Since Google Adwords, Linkedin and Pinterest are all pay per click we feel there is not a significant reason to put a benchmark on them Landing Pages are initial websites that take customers to the main webpage. It allows for the business to see where the web traffic is coming from
- The total is an estimate as prices are subject to change This strong initial set of ads will have major impact, then can rely more on cheaper/free advertising and branding to further business Free marketing to SDSU entrepreneurs + social media profiles + referrals
- Thank you for your time. Questions?