Computer Consulting Marketing Plan by PaloAltoSoftware

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                               Table Of Contents


1.0   Executive Summary       . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.0   Situation Analysis . . . . . . . . . . .                         .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .2
         2.1    Market Summary . . . . . . .                          .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .2
                    2.1.1 Market Demographics                         .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .3
                    2.1.2 Market Needs . . . .                        .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .3
                    2.1.3 Market Trends . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .4
                    2.1.4 Market Growth . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .4
         2.2    SWOT Analysis . . . . . . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
                    2.2.1 Strengths . . . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
                    2.2.2 Weaknesses . . . . .                        .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
                    2.2.3 Opportunities . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6
                    2.2.4 Threats . . . . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6
         2.3    Competition . . . . . . . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6
         2.4    Services . . . . . . . . . . . .                      .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6
         2.5    Keys to Success . . . . . . . .                       .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
         2.6    Critical Issues . . . . . . . . .                     .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7

3.0   Marketing Strategy . . . . .      .    .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
        3.1    Mission . . . . . .     .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
        3.2    Marketing Objectives    .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
        3.3    Financial Objectives    .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
        3.4    Target Markets . .      .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
        3.5    Positioning . . . .     .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
        3.6    Strategy Pyramids .     .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
        3.7    Marketing Mix . . .     .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .9
        3.8    Marketing Research      .    .     .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .9

4.0   Financials . . . . . . . . . .    .    .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 10
         4.1    Break-even Analysis     .    .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 10
         4.2    Sales Forecast . . .    .    .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 11
         4.3    Expense Forecast . .    .    .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 12

5.0   Controls   . . . . . . . . . . . .      .    .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 13
         5.1     Implementation . . .        .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 13
         5.2     Marketing Organization      .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 14
         5.3     Contingency Planning .      .     .    .    .    .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 14
                          Creative Concepts Computer Design


1.0 Executive Summary

  Creative Concepts Computer Design (CCCD) is a computer consulting firm whose target
  customers consist of home users and small businesses. The Eugene, OR community will be served
  by a comprehensive service provider that offers computer education/empowerment as well as
  problem resolution.

  CCCD is owned and operated by a seven-year industry veteran Don Digit. Don will leverage his
  extensive experience to provide the community with high quality consulting services. CCCD's
  competitive edge consists of their unusual ability to explain or teach complex technical issues to
  clients of all computing abilities. The ability to translate complex "computerease" into basic
  English is an unusual and desired skill. This competitive edge allows CCCD to empower clients
  with new knowledge, making them feel significantly more comfortable in the computing
  environment where they now interact in so many activities.

  Creative Concepts will offer computer support to clients of two major categories, home PC users
  and small office users. These categories will comprise 95% of our operations. Both Windows OS
  as well as Macintosh OS can be supported. CCCD offers computer consulting for software such as
  the Office Suite, MS Access and other database applications, Quicken, QuickBooks Pro, Internet
  technology software, and CD-RW software.

  Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI) networks,
  CD-RW installations, hardware repair/replacement, and all issues relating to broadband
  connections.

  CCCD will rapidly gain market share by offering needed services, outstanding customer service,
  and reasonable prices. CCCD projects earnings of $42,845 by year three.




                                 Annual Sales Forecast


  $45,000

  $40,000

  $35,000

  $30,000

  $25,000                                                                     Home PC
  $20,000                                                                     Small Businesses
  $15,000

  $10,000

   $5,000

      $0
                  2003             2004              2005




                                                                                                 Page 1
                                    Creative Concepts Computer Design


2.0 Situation Analysis

   CCCD is close to entering their second year of service. The company has been well received , and
   marketing is now critical to its continued success. The company offers a wide range of computer
   consulting for both home users as well as small businesses. The basic market need is a
   reasonably priced computer consulting firm that can translate technical computer information into
   everyday English, allowing the lay-person to easily understand technical concepts.



2.1 Market Summary

   CCCD possess good information about the market and knows a great deal of information about
   the prized customers. This information will be leveraged to better understand who is served, their
   specific needs, and how CCCD can better communicate with them.




                                                   Target Markets




                                                                                 Home PC Users
                                                                                 Small Business Contracts




      Table 2.1: Target Market Forecast

       Target Market Forecast
       Potential Customers                Growth        2003     2004     2005        2006         2007      CAGR
       Home PC Users                          2%      25,000   25,500   26,010      26,530       27,061      2.00%
       Small Business Contracts               3%      10,000   10,300   10,609      10,927       11,255      3.00%
       Total                               2.29%      35,000   35,800   36,619      37,457       38,316      2.29%




                                                                                                            Page 2
                          Creative Concepts Computer Design


2.1.1 Market Demographics

  The profile for CCCD's customer consists of the following geographic, d
								
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