Market Requirements
1
Competition
2
Customer’s Challenges ďƒ¨Solution Challenges
Traditional Approach
Solution
Declining income and higher costs.
Do more mass marketing and direct mail.
New high ROI interactive revenue streams.
Expensive, siloed technology.
Siloed channels and systems-non coordinated and each with their own data repository and high upfront costs.
Integrated SaaS (Software As A Service) model.
Shifting communication preferences.
Mass marketing (TV, radio, print) and direct mail.
Integrated communications channels (email, Mobile Phones, websites) and interactive multi-directional communications (like Social Networks and Blogs).
Improves Response
Detailed end-to-end analytics and reporting enables better segmenting and real personalization.
Segments To Significance
Limited actionable intelligence.
3
Flood the marketing with more and broader messaging using statistical segments.
Boosts Revenue Reduces Barriers
Sales Cycle Analysis Average Contract Size $X Setup/Training $X/month (XX,000/yr)
Exposure Tradeshows Partners (13 today) Lead process (2Q)
Demo
Proposal/ Contract/ Discussion Negotiation
3-5 months
6
Training
Contract Signed
1st Year Value: $XX,XXX
Upsell/ Expansion Sale 4 of 13 in <9 months
Upsell/Expansion Sales (A)Capacity/Growth (B)Services (start trying to DIY, eventually need help)
Market Sizing & Target Market Market Size = $25B
eMail, CRM, CMS3
Company Target Market
E-mail, CRM, CMS2
$.5B
Interactive Marketing1
$7B $25B 1
Forrester IDC, Gartner, Jupiter 3 Company calculated 2
Target Customer • $2-25 million in revenue • 10-500 employees • Direct consumer engagement (sales, fundraising, memberships) 7
• 4,213 on current target list (CN >$2,000,000 in revenue) • 426,033 Operating public charities •5,241 Operating foundations •446,457 other NFP organizations (civic, fraternal, business etc.)
MidMarket Drivers Enterprise Solutions • • •
eMail: Convio, Blackbaud/Kintera CRM: Above, Donor Direct, Orange Leap CMS: Convio, Blackbaud/Kintera • • • • •
• • • • •
Point solutions, not integrated High integration costs Optimization challenges, no end-to-end data No predictive capability. Ltd segmentation, testing. No/limited support or services options
Expensive No a la carte, forced purchase of full suite Still has expensive technology coding requirements 5-10 year old systems. Feature rich, but old paradigm Building frustration in user base
Mass Market Solutions • • •
8
eMail: Constant Contact, iContact CRM: Excel, Constant Contact CMS: Drupal, WordPress, Ektron