Strategic Positioning Our Target Markets Who We Aim to Do Business with 2013 - 2014 November 2012 Report prepared by: James Martin and Peter Roche
Purpose To provide KINGS Security with a clear target market that we can focus our business development and marketing efforts on To identify which market segments are a profitable fit for KINGS To ‘specialise’ in certain market segments (e.g. Property Industry) To be more efficient with our resources & knowing where to focus them KINGS Security Systems – Commercial in Confidence
Current Position We have a large diversified customer base – no specific target market We have achieved a greater number of clients in certain industry sectors over others (e.g. Finance). Our office location close to the CBD has been positive in attracting commercial clients in the city. KINGS Security Systems – Commercial in Confidence
Our Current Industry Segmentation in SIMPRO By Industry Sectors • Accommodation / Hotels • Banking • Builders • Defence • Education • Electrical • Health • Information • Manufacturing • Property Business • Retail • Transport
By Size of Client • Small business • Medium business • Large business • Residential • Government Agencies
KINGS Security Systems – Commercial in Confidence
Process we went through‌
Review of our current clients Past 24 months
Segment our clients by industry sector
The identification of simpler segmentation
KINGS Security Systems – Commercial in Confidence
The identification of Property Types
Our New Target Market Segmentation
Property Managers
Contractors
Clients End-Users
KINGS Security Systems – Commercial in Confidence
Property Industry We identified that the Property Industry was a channel that we should further develop as a source of business opportunity:
Property Companies KINGS Security Systems – Commercial in Confidence
Property Type Segmentation We identified that nearly all of the security systems we install are within one of the following property types:
Commercial Property
Industrial Property
Retail Property
Campuses (eg. Hospitals, Uni’s, Schools etc.)
KINGS Security Systems – Commercial in Confidence
Market Segment Portfolio Revenue by Market Segment & Property Type Combined (24 Months) Clients - Retail $2,679,698.73
Clients - Campus $7,101,977.40
Contractors $13,104,330.62
Contractors Property Managers Clients - Industrial Clients- Office
Clients- Office $5,955,564.88
Clients - Campus
Clients - Industrial $2,119,852.61
Property Managers $3,288,763.97
KINGS Security Systems – Commercial in Confidence
Clients - Retail
Segment Portfolio Clients Broken Down on Risk/Variability Margin 60.00%
57.50%
Clients - Campus $7,101,977.40
55.00%
Clients - Industrial $2,119,852.61
52.50% Clients- Office $5,955,564.88 50.00%
Property Managers $3,288,763.97
47.50%
Contractors 45.00%
42.50%
Property Managers Clients - Retail $2,679,698.73
Contractors $13,104,330.62
Clients - Industrial Clients- Office Clients - Campus
40.00%
37.50% 0.00%
Clients - Retail
5.00%
10.00%
15.00%
20.00%
KINGS Security Systems – Commercial in Confidence
25.00%
Risk/Variability
Market Segmentation Definitions
Clients / End Users Those that ultimately use the Security Systems we design, construct, manage and maintain.
KINGS Security Systems – Commercial in Confidence
KINGS Security Systems – Commercial in Confidence
Contractors Those organisations that seek our services as part of their project: • Electrical Contractors • Fit-out Companies • Construction Companies KINGS Security Systems – Commercial in Confidence
Contractors 80
Contractors in Simpro (as at June 2012), 76
Number of Companies in Simpro
70
60
50
40 Contractors in Simpro (as at June 2012), 31
30
20 Contractors in Simpro (as at June 2012), 7
10
0 Builders, Developers & Project Managers
Electrical Contractors & Networking Specialists Contractors in Simpro (as at June 2012)
KINGS Security Systems – Commercial in Confidence
Interior Fit-out Contractors
KINGS Security Systems – Commercial in Confidence
Property Managers Those managers that have a major influence or need for our services in their buildings: • Building Owners • Building Managers • Property Managers • Facility Managers
KINGS Security Systems – Commercial in Confidence
KINGS Security Systems – Commercial in Confidence
Security Consultants
A significant channel of influence and recommendation.
KINGS Security Systems – Commercial in Confidence
Security Consultants Who are the security consultants we need to work with: AECOM Australia Pty Ltd
Arups
Aurecon Australia
Barrett’s
Connley Walker Pty Ltd
Control Risks Group Pty Ltd
Forcefield Services
InTec
IPP Consulting Pty Ltd (NSW)
Jim Hatz & Associates Pty Ltd
Kellogg Brown & Root Pty Ltd
Lancaster Investigations Pty Ltd
Lincoln Scott
Norman Disney Young
NSW Department of Commerce
Security Consultants International
Sinclair Knight Merz (SKM)
Sydney Building & Technology Brokers
VOS Group Pty Limited
Webb Australia
KINGS Security Systems – Commercial in Confidence
KINGS Security Systems – Commercial in Confidence
Regional Focus
KINGS Security Systems – Commercial in Confidence