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This is my team's final client presentation for the business consulting class at the University of Washington. The majority of the quarter was spent analyzing the company (in every sense of the word) and creating a marketing plan for them to utilize. This presentation is the cumulation of three months and represented a large portion of my team's grade.
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Alex Diaz | Crystal Fong | Jeff Ka | Suzy Parikh | Dale Wilson
Objective
Introductions
B 2 B
M a r k e ti n g
B2B Marketing
OnlinePresence
Target Industries Financials Execution Conclusion
Agenda
IntroductionsBusiness-to-Business MarketingOnline PresenceTarget IndustriesFinancialsExecutionConclusion
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Microsoft SharePoint Conference
Casino Marketing Conference
Global Gaming Expo (G2E)
Conferences
B2B Marketing
Advertising
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
CRM
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Store client information1
Track employee correspondence2
Research start-up companies3
Online Presence
WebsiteSearch Engine
Optimization (SEO)
Social Media
Marketing (SMM)
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Website Research Findings
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
SEO Research Findings
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Idea Entity
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
SMM Research Findings
Target Industries
How SharePoint can be used within these industries?
What new industries have a SharePoint need?
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
University and
CollegeBeverage Franchise
Target Industries
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
University and
CollegeInformation shared across numerous departments
Website Creation, Collaboration Portal
Shoreline Community College
Beverage
Constantly changing product lines, large number of clients
Supply chain management, Customer service tracking
Coca-Cola
Franchise
Geographically dispersed offices
Communication and performance tracking
Legal Services
NEED
FUNCTION
EXAMPLE
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Financials
Highlights:
Good:2011 Net Income of $51,426No DebtQuick Ratio of 2.33
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Financials
2008 2009 2010 2011$3,000,000$3,500,000$4,000,000$4,500,000$5,000,000$5,500,000$6,000,000$6,500,000$7,000,000$7,500,000
Revenue
Revenues: 2011 2010 2009 2008
Service Revenue 7,138,562 7,086,134 6,225,812 4,213,945
Product Revenue 60,000 0 0 0
Other 36,503 10,865 9,610 22,629
Total Revenues 7,235,065 7,096,999 6,235,423 4,236,575
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
2008-2009 2009-2010 2010-20110.50%5.50%
10.50%15.50%20.50%25.50%30.50%35.50%40.50%45.50%50.50%
Revenue Growth Rate
Financials
2008 2009 2010 201115.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Gross Profit MarginRevenues: 2011 2010 2009 2008
Service Revenue 7,138,562 98.7% 7,086,134 99.8% 6,225,812 99.8% 4,213,945 99.5%
Product Revenue 60,000 0.8% 0 0.0% 0 0.0% 0 0.0%
Other 36,503 0.5% 10,865 0.2% 9,610 0.2% 22,629 0.5%
Total Revenues 7,235,065 100.0% 7,096,999 100.0% 6,235,423 100.0% 4,236,575 100.0%
Cost of Goods Sold
Direct Labor - Client Site 3,330,378 46.0% 3,013,121 42.5% 2,807,739 45.0% 1,380,168 32.6%
Direct Subcontractors 2,007,607 27.7% 1,965,809 27.7% 1,462,747 23.5% 998,451 23.6%
Other 36,450 0.5% 200,475 2.8% 0 0.0% 0 0.0%
Total COGS 5,374,436 74.3% 5,179,406 73.0% 4,270,486 68.5% 2,378,619 56.1%
Gross Profit 1,860,630 25.7% 1,917,593 27.0% 1,964,937 31.5% 1,857,955 43.9%
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Financials
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
• Decreasing Revenue Growth
• Decreasing Profit MarginsConcerns
• Financial stability to take on new projects
• Expand into new marketsSolutions
Implementation
Attend Conferences
Develop Web Presence Through SEO
Implement CRM Database
Primary Objectives
Secondary Objectives
Social Media Marketing
Website Development
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
Implementation Timeline
Introductions B2B Marketing
Online Presence
TargetIndustries Financials Execution Conclusion
Period 1March
Period 2June
Period 3Sept
Period 4Dec
Period 5March
Period 6June
Evaluate
Create CRM Database
Update CRM Database
CRM
Casino Marketing
Conference
LinkedIn Advertising
B2B Marketing
Join Organizations
SharePoint Conference
Seattle Intelligence Conference
SEO Website
SMMWeb
Presence
Introductions B2B Marketing
Online Presence
TargetIndustries Financials Execution Conclusion
Q & A
Q & ABusiness-to-Business Marketing
Conference LinkedIn Ads CRM
Online Presence Web Analysis Table Web Recommendation SEO SMM Facebook Blog Idea Entity Web Site
Target IndustriesBeverage Coca-Cola Case Study
FinancialsFinancials StatementCost Estimates
ExecutionTimelineBalanced Scorecard
Cost Estimates
LinkedIn Advertising: $10 per advertisement per day x 15 advertisements $150 per day x 30 $ 4500 per month
Conference Fees: $ 400 per conference
CRM Licensing: $44 per user per month x 5 users $200 per month
Income StatementIdea Entity
Comparative Income Statement
Statement Type: Unaudited Unaudited Unaudited UnauditedStatement Date: 12/17/11 12/31/10 12/31/09 12/31/08
($000) % ($000) % ($000) % ($000) %
Revenues:Service Revenue (Staffing & Software) 7,138,562 98.67% 7,086,134 99.85% 6,225,812 99.85% 4,213,945 99.47%Product Revenue 60,000 0.83% 0 0.00% 0 0.00% 0 0.00%Other 36,503 0.50% 10,865 0.15% 9,610 0.15% 22,629 0.53%
Total Revenues 7,235,065 100.00% 7,096,999 100.00% 6,235,423 100.00% 4,236,575 100.00%
Cost of Goods SoldDirect Labor - Client Site 3,330,378 46.03% 3,013,121 42.46% 2,807,739 45.03% 1,380,168 32.58%Direct Subcontractors 2,007,607 27.75% 1,965,809 27.70% 1,462,747 23.46% 998,451 23.57%Other 36,450 0.50% 200,475 2.82% 0 0.00% 0 0.00%
Total COGS 5,374,436 74.28% 5,179,406 72.98% 4,270,486 68.49% 2,378,619 56.14%
Gross Profit 1,860,630 25.72% 1,917,593 27.02% 1,964,937 31.51% 1,857,955 43.86%
Expenses:Payroll Taxes 386,005 5.34% 58,540 0.82% 62,366 1.00% 739,108 17.45%Insurance 157,977 2.18% 203,705 2.87% 165,442 2.65% 179,788 4.24%Employee Benefits 179,068 2.47% 209,378 2.95% 136,054 2.18% 79,665 1.88%Recruiting 33,884 0.47% 23,691 0.33% 21,777 0.35% 26,190 0.62%Depreciation 0 0.00% 19,384 0.27% 14,636 0.23% 0 0.00%Non-Billable Overhead 526,710 7.28% 685,565 9.66% 710,468 11.39% 629,854 14.87%Marketing 26,674 0.37% 12,246 0.17% 2,960 0.05% 1,000 0.02%Other 498,943 6.90% 562,181 7.92% 454,966 7.30% 340,689 8.04%
Total Expenses 1,809,260 25.01% 1,774,691 25.01% 1,568,669 25.16% 1,996,294 47.12%
Operating Income 51,370 0.71% 142,902 2.01% 396,268 6.36% -138,339 -3.27%
Total Other Income (Expenses) 57 0.00% 1,866 0.03% 6,704 0.11% -635 -0.01%
Net Income 51,427 0.71% 144,768 2.04% 402,972 6.46% -138,974 -3.28%
Balance SheetIdea Entity
Comparative Balance Sheet
Statement Type: Unaudited Unaudited Unaudited UnauditedStatement Date: 12/17/11 12/31/10 12/31/09 12/31/08
($000) % ($000) % ($000) % ($000) %
Assets:Current Assets:Cash and Equivalents 317,614 31.53% 216,167 20.00% 221,465 24.75% 220,296 36.25%Accounts Receivable 393,648 39.08% 611,851 56.60% 412,834 46.14% 276,318 45.47%Deposits 9,800 0.97% 8,300 0.77% 8,300 0.93% 0 0.00%Prepaid Expenses 53,877 5.35% 0 0.00% 0 0.00% 0 0.00%Other 0 0.00% 65,299 6.04% 134,425 15.02% 75,202 12.38%
Total Current Assets 774,939 76.94% 901,617 83.40% 777,024 86.85% 571,815 94.10%
Fixed Assets:Computer Equipment 151,573 15.05% 111,827 10.34% 87,232 9.75% 59,127 9.73%Software 2,732 0.27% 0 0.00% 0 0.00% 0 0.00%
Total Fixed Assets: 154,305 15.32% 111,827 10.34% 87,232 9.75% 59,127 9.73%Less Accumulated Depreciation 55,569 5.52% 55,569 5.14% 37,931 4.24% 23,296 3.83%Net Fixed Assets 98,736 9.80% 56,257 5.20% 49,300 5.51% 35,831 5.90%
Other Assets:Europe Expansion 133,570 13.26% 123,146 11.39% 68,398 7.64% 0 0.00%
Total Assets: 1,007,244 100.00% 1,081,020 100.00% 894,722 100.00% 607,646 100.00%
Liabilities:Current LiabilitiesAccounts Payable 165,597 16.44% 102,814 9.51% 124,709 13.94% 108,633 17.88%Credit Cards 22,273 2.21% -544 -0.05% 0 0.00% 50 0.01%B&O Taxes Payable 96,423 9.57% 198,179 18.33% 70,199 7.85% 48,199 7.93%Accrued Salaries & Wages 0 0.00% 96,756 8.95% 122,151 13.65% 109,243 17.98%Payroll Liabilities 45,501 4.52% 11,821 1.09% 14,128 1.58% 161,942 26.65%Other 3,000 0.30% 0 0.00% 19,500 2.18% 32,014 5.27%
Total Current Liabilities 332,794 33.04% 409,027 37.84% 350,686 39.19% 460,082 75.72%
Total Liabilities: 332,794 33.04% 409,027 37.84% 350,686 39.19% 460,082 75.72%
Equity:Capital Stock 5,000 0.50% 5,000 0.46% 5,000 0.56% 5,000 0.82%Distributions -68,317 -6.78% -16,811 -1.56% -6,500 -0.73% -51,476 -8.47%Paid in Capital 23,500 2.33% 23,500 2.17% 23,500 2.63% 23,500 3.87%Retained Earnings 714,268 70.91% 660,305 61.08% 522,036 58.35% 170,540 28.07%
Total Equity: 674,451 66.96% 671,994 62.16% 544,036 60.81% 147,564 24.28%
Total Liabilities & Equity: 1,007,244 100.00% 1,081,021 100.00% 894,723 100.00% 607,646 100.00%
Calculated RatiosIdea Entity
Financial RatiosIndustry Averagesa
Statement Type: Unaudited Unaudited Unaudited Unaudited IT Services Staffing
Statement Date: 12/17/11 12/31/10 12/31/09 12/31/08 (All) (All)
EBITDA 52,430 164,340 418,389 -108,474
EBITDA Margin 0.72% 2.32% 6.71% -2.56% 5.20% 1.60%
Gross Margin 25.72% 27.02% 31.51% 43.86% 76.30% 44.00%
Operating Expenses 25.01% 25.01% 25.16% 47.12% 73.60% 42.90%
Operating Income 0.71% 2.01% 6.36% -3.27% 2.70% 1.10%
Net Profit Margin 0.71% 2.04% 6.46% -3.28% 1.50% 0.60%
Liquidity Ratios
Current Ratio 2.33 2.20 2.22 1.24 1.67 1.68
Quick Ratio 2.33 2.20 2.22 1.24 1.36 1.31
Accounts Receivable Days 19.59 31.04 23.83 23.48 51 26
Accounts Payable Days 11.09 7.15 10.51 16.44
Debt Ratios
Debt-Equity Ratio 0.49 0.61 0.64 3.12 1.53 1.09
aAverages obtained from Hoover's Online
Balanced Scorecard Strategy Objective What will be
measuredTarget Goals If target goals are
not met, what new initiatives should be
undertaken?
Customer -Differentiate themselves by their SharePoint services
-Find out how the company compares within the industry -Discover their target clients
-Number of qualified leads
-Sales Closing Rate -Retention Rate
-Qualify 4-8 leads per month - 25% Sales Closing Rate (1-2 new sales per month in SharePoint services) -100% Retention
- Re-evaluate the customer’s objective - Consider additional services besides SharePoint
Internal -Deliver quick and innovative solutions
-Develop solutions based on comprehensive industry knowledge and creativity
-Customer Satisfaction Rate
- Gain above 90% Customer Satisfaction Rate
- Follow-up with overall discussion for improvement
Financial Perspective
-Increase Profit Margin
-Increase Revenues -Amount of revenue from SharePoint services
-$12 million in one year-$50 million in five years
- Re-assess profitability of SharePoint development
Website Comparison Table
Website Recommendation
IntroductionsB2B
MarketingOnline
PresenceTarget
Industries Financials Execution Conclusion
• Implement call to action• Create and upload more case studies• List quantified results • Add a "SharePoint Services" tab
Beverage – Coca Cola Case StudyIssues –• Mobile staff • One-way, push-down communicationSolution – • Employee portal • Employees can leverage SharePoint team sitesBenefits • Place of action • Centralize info and data• Difficult to find files, but now it is all shared • Helps security - control access to info • Drives effectiveness and efficiency
Online Presence - Blog
Online Presence - Facebook
B2B Marketing – LinkedIn Ads
Online Presence – Idea Entity Website