E-Technologies Group Final Presentation
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My group consulting project for Cincinnati based technology company, E-Technologies Group. We developed a value proposition and marketing strategy as a semester long project.
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E-Technologies Group Final Presentation
- 1. External Value Proposition & Marketing Strategy MVP Consulting | Al Meek, John Susanin, Surayya Hasan and Tara Rissmeyer
- 2. Consider the Equation: (64,675) (650,000) + 14,950,000 20,000,000
- 3. Goals of Engagement Develop corporate value proposition Create external marketing strategy
- 4. Solutions External Value Proposition New Line of Service Marketing Strategy Website
- 5. External Value Proposition “We deliver the highest quality engineering services through collaborative engagement and innovative solutions.”
- 7. Funding a Marketing Strategy Attend • CSIA Executive Conference • Tech Ed • Wonderware - Ops Manage • Rockwell Partner Network • Pack Expo - Chicago Eliminate • RAOTM - Cincinnati • RAOTM - Greensboro • SAMC Conference • (Rockwell) Automation Fair
- 8. +64,675 In Expo/Conference Savings
- 9. Alumni Network Program “Through our E-Technologies Group Alumni Network, we create the opportunity for current and previous employees to stay connected. We strive to share ideas, talent, potential clients and resources within our community.” How Exit Survey LinkedIn
- 10. Annual Dinner & Casino Night Hosted at the Savannah Center Close to Office Open to current employees, alumni, and suppliers Agenda Company update Demos on emerging technology Blackjack Game Cocktail hour Dinner $17-$24 a person/plate
- 11. Current Sandbox Website http://66.117.239.27/
- 13. Consider the Equation: 64,675 +650,000 714,675 Budget to Spend on Marketing
- 14. New Line of Service Provide Tax Advantage Work
- 15. History Introduced under the Economic Recovery Tax Act of 1981 Extended 15 times Will continue to be extended for various reasons Possibly made permanent in the near future Companies claim roughly $4 billion in R&D every year Underutilized by middle-market manufacturing organizations
- 16. Why You Can Provide Your current services are already nearly tax deductible: Your service’s purpose is to increase the value of their business Your engineers do robust research to explore all options to choose the best one Your engineers follow a process of experimentation to reduce the risk of uncertainty Your work is technological in nature using computer science, engineering and physics
- 17. Process Example Kroger needs a faster way to check out its customers You are tasked with improving the efficiency of their checkout You see this as an opportunity to add value through research and development and suggest to Kroger that additional steps can be taken to save them money Research is done on the capabilities of their equipment and possible implementations of new ones. All costs incurred for research that exceed a base amount is deductible
- 18. Example Continued You find that their conveyer belts are outdated and you believe you can make better one. You build prototypes at Kroger’s deductible expense Kroger installs these new conveyer belts at all locations. Wages and expenses incurred during this process (besides food, travel, etc) are deductible for Kroger Provide documentation of all events related to the project to allow their accountants reconcile deductibility
- 19. Steps to Take For New Service Contact your accountant to compare previous projects with provisions of tax credit Inquire recurring customers to understand current technological/process needs Request a consultation with an R&D tax credit firm to form a potential alliance Test with smaller projects that are heavily technological in nature
- 20. Consider the Equation: 13,000,000 x 15% 14,950,000 Revenue Increase Due to Market Differentiation
- 21. Next Steps
- 22. Marketing Role: In-House Pros • Easy, in-house communication • Easy to supervise • In-house reviews to ensure job description is met • High familiarity with corporate culture and identity • Passion behind marketing E-Tech’s Points of Differentiation Cons • High cost • Has not worked in the past • Marketing inexperience • E-Tech is not familiar with best-practices marketing
- 23. Marketing Role: Out-Sourced Pros • Lower cost than full-time in-house • High level of experience • Clear-cut marketing plan • E-Tech is not responsible for monitoring on a day-to- day level • Less financial and time-management risk Cons • Less familiarity with E-Tech’s corporate culture • Slower communication than with an in-house marketer www.johnfoxmktg.com
- 24. 30 Day Plan Set up Wix Account Create LinkedIn Alumni Group Contact John Fox Marketing Contact contractor to plan networking event for Spring 2015
- 25. Effects of Implementation External Value Proposition • Stronger brand recognition • Easier to advertise • Well-established, deep-rooted differentiation within industry Outsourced Marketing Role • Low-risk, low-cost, experienced, results-oriented partnership Alumni Network Program • Business development through alumni • Unique avenue for advertising in terms of industry familiarity
- 26. Effects of Implementation Annual Showcase Dinner • Showcase company • Maintain relationships, create new relationships • Celebrate successes Website • Serves as window into your business • Attractive and informative for all visitors New Line of Service • Provides new opportunity for increased revenue and marketing • Increased interaction with client • Allow for differentiation in market
Notes de l'éditeur
- Anyone with a 1st grade education can look at this equation and know that they don’t add up. During our presentation, we’ll tell you how the following equation adds up.
- Develop corporate value proposition that will differentiate E-Tech from their competition Create an external marketing strategy/plan that will build the E-Tech brand and support the revised value proposition Aim marketing strategy/plan at achieving a projected revenue and net-margin growth in line with the recommendations financial team
- Marketing Strategy Marketing Role: In-House vs Outsourced Alumni Network Program Annual Showcase Dinner
- Include the necessity of a VP
- Savings of ~$64,675 RAOTM will not be located in cities with offices in 2015 Automation Fair is still sponsored by Rockwell - going to the partner network saves money and still help E-Tech be recognized as Rockwell SAMC conference - need a defined sales and marketing team to make this conference effective Pack Expo - keep bc it focuses on pharma industry rather than a broader range
- Anyone with a 1st grade education can look at this equation and know that they don’t add up. During our presentation, we’ll tell you how the following equation adds up.
- Exit Survey Collect first/last name and e-mail address of employees leaving in good standing LinkedIn Create an E-Technologies Group Alumni Network LinkedIn Group Specifically for current and former employees Managed by team of Alumni who are in charge of keeping the group updated
- This annual dinner can be made possible using the savings from the recommendation of cutting several trade shows. With inspiration from E-Tech’s previous Casino Night themed event, an annual dinner would allow E-Tech to meet with employees, alumni, and suppliers in a more intimate setting to give an update on the company, demo new technology, and allow for networking opportunities. With Savannah Center only being a mile away, this benefits E-Tech because they’ll be able to offer an office tour, if desired, prior to the dinner event.
- * Does a better job of showing “who” E-Tech is not just “ * No SEO built in * <div> not set up correctly – when screen is split, all content is elongated instead of fitting to screen * Still too much text
- Use of SEO (search engine optimization)
- Anyone with a 1st grade education can look at this equation and know that they don’t add up. During our presentation, we’ll tell you how the following equation adds up.
- Providing service that creates value for client creates value in E-Tech’s service, resulting in 15% higher pricing. Increased effort allows more billable hours & client interaction With 15% higher revenue and increased billable hours over the next three years, the goal of $20,000,000 revenue is achievable
- John Fox Marketing - http://www.johnfoxmktg.com – clients in the industrial and technology industry – market research – could be used for the tax ded. service - Emerson Process Management is a client of theirs – similar to E-Tech -Emerson Process Management delivers time-tested and innovative solutions designed to help customers reduce plant maintenance cost, reduce capital requirements, reduce cost of regulatory compliance, and increase process availability. This is enabled by world class products such as Fisher® control valves,regulators, instrumentation and performance services, which are the most reliable in the process control industry. -work with many healthcare and pharma companies which is a big industry E-Tech does business with -also work with many consumer product companies -work with some of your customers (ex. P&G, Iams, Pfizer, Sunny Delight) -one of their clients is engineering excellence, inc.
- Create a group Invite current employees on LinkedIn Contact alumni Gauge interest Find a group of people who would be interested in maintaining the online group