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1
Revenue Team
February 25, 2004
2
Agenda
• Introduction• Revenue• Email Promotion• Cart Page Redesign and Sales Site• Team Tasks on Deck• Terrorism Product Plan• Next Steps
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February Revenue Target
$280,000
$230,000
$182,000 $175,000
0
50000
100000
150000
200000
250000
300000
Best Likely Worst Actual
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Revenue Targets – 1Q Quarter 2004
February Renewal Numbers
Upsell- 100, 63, 5%
449, 59, 5%
349, 53, 4%
299, 3, 0%
249, 214, 18%
99, 170, 14%
79, 6, 1%
49, 23, 2%
Remain, 394, 34%
Upsell- 249, 22, 2%
Cancel, 183, 15%
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February Renewals – Gulf War Subscribers
Strategy with 1,000 Gulf War Subscribers
1) Low conversion rate in 2003 – Less than 2% converted to premium
2) Currently conducting conversion/price sensitivity testing with current February Basic subscribers
3) Testing “two years for the price of one” at $249, $349, and $449
4) Will go to GW 100 subscribers with best offer, test, then go to the remaining GW subscribers with acceptable price
5) Every 100 GW subscribers converted to premium at $249 is approximately $25,000
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Email Promotion
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Email Promotion Objectives
Prospects Trial
Basic
Premium Up SellLeads for GS
and SIA
Premium
RAF
RAF1 2
5
3
7RAF RAF
4
6
1) Convert prospects to trial
2) Convert trials to basic or premium service
3) Up sell basic to (4) premium service
5) Up sell trail to premium
6) Up sell premium to 2nd year at reduced rate
7) Up sell premium to group subscriptions or cross sell premium
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Objectives and Escalation of Email Promotion
Level/Service/Product
(1) Prospects
(2) Trial
(3) Refer a Friend
(4) Basic
(5)Premium
(6) 2nd Year Up
Sell
(7) Leads - GS /
SIA
Lead Generation/Direct Response
Convert to Prospects
ProspectsConvert to
TrialGet a Referral
Convert to Basic
Convert to Prem
Trial Get a ReferralConvert to
BasicConvert to
Prem
Basic Get a ReferralConvert to
PremUp sell 2nd
Year
Premium Get a ReferralUp sell 2nd
YearLeads GS
/SIA
Group Subscriptions Get a ReferralLeads GS
/SIA
SIA Get a ReferralConvert to
PremLeads GS
/SIA
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Examples of Email Promotion
Email Promotion Marketing & Product Dev Account Management Company Message
Two years for the price of one
Second year at 50% off
Refer a friend and get 3
additional months added to your
current subscription
20% to 45% off of your first year
subscription
Customer demographics
Customer psychographics
Product development survey –
Terrorism site
Site usability / testing
Update account settings
Quality of product
Quality of customer service
Company messaging
Company news, etc.
PR messaging
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Text Email Format
Promotion 1
TITLE OF THE NEWSLETTER
Title – This is the title of the analysis
Summary
Summary Text
Promotion 2
Analysis
Analysis Text
Stratfor Products and Services
Contact Information
Unsubscribe Information
Copyright Information
A
B
C
D
E
F
G
H
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HTML Email Format
Promotion 1
TITLE OF THE NEWSLETTER
Title – This is the title of the analysis
Summary
Summary Text
Promotion 2
Analysis
Analysis Text
Stratfor Products and Services
Contact Information
Unsubscribe Information
Copyright Information
A
B
C
D
E
F
G
H
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Cart Pages and Sales Site
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objectives of promotional pages
• co-branded with partner• personalized by type of buyer• personalized by promo pitch/offer• promote and drive up sell opportunities• dynamic areas allow customization• on-the-fly customization capability• “refer a friend” viral marketing• one-click away from trial or buy
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landing page for campaigns
Static Dynamic
Dynamic
Dynamic
Name
Phone
Username
Password
HTML/Text
Account Information (Static)
landing page for campaigns trial or buy capability on first page promotional material on first page is dynamic one-click away from trial first page captures mandatory fields:
o Name (first/last)o Phoneo Email address (verified)o Usernameo Passwordo HTML or Text Preferred
This is the minimal information that we need to collect. Studies have shown that the least amount of information requested, the more likely someone will enter a trial offer. Capturing the information we have, allows us to follow up with the prospect if they drop off in this stage of the cart process.
The next step would be to grab additional information, either during the registration process, or prior to allowing access to the site, e.g., once we send them a user id/password, the must complete the rest of our marketing and account information.
notes
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name/demo/username
Static Dynamic
StaticDynamic
Account Information
Name/Demographic/Username Information Page
1 2 3 4Step
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address/billing
Static Dynamic
Static
Billing Information
Address/Billing Information Page
Static
Address Information
1 2 3 4Step
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upsell page
Static Dynamic
StaticDynamic
Upgrade Account
Upsell Page (Trail to Basic/Premium or Basic to Premium)
1 2 3 4Step
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confirmation page
Static Dynamic
Dynamic
Confirmation Page
1 2 3 4Step
Static
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objectives of .com pages
• convert prospects to trail subscriptions• one click away from subscribing• immediate buy opportunities• promote and drive up sell opportunities• “refer a friend” viral marketing
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start/analysis page
Static
Dynamic
Dynamic
Trial Account
Name/Demographic/Username Information Page
Navigation Bar
Nav Bar
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Tasks and Timeline
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Quarterly Sales Goals
Objectives Q1 Q2 Q3 Q4
3rd Party relationships program
Enterprise sales – cold calling and cross-selling campaigns
Renewal process tightened
Email campaigns to existing base (including 3rd Party)
Viral marketing program
Sales site updated with demonstrations
Corporate site information updated
Basic site updated – Up sell efforts
Premium site updated – Cross sell efforts
PR relationship initiatives
Reduce sales cycle – Tighten sales with metrics
Reduce revenue cycle – Tighten company revenue operations
Direct response campaigns
New product release – email / affinity site
Personnel Hires
Sales Hire 1 1
Acct Mgmt Hire 1 1 1
Marketing 1 1 1
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Client ImplementationClient Implementation
Implementation Envestnet follow up on new promotion push 2/12/2004 LJS SA High Green
Implementation Radio Gypsies (PCH) set-up package 2/13/2004 LJS AM High Green
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Sales CollateralPromotion
Promotion Bloomberg press release 2/11/2004 MF PR High Green
Promotion Email campiagns strategy/tactics plan 2/12/2004 TH SA High Green
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Sales CollateralSales Collateral
Sales Collateral What is Geopolitics? Brief 2/9/2004 TH ANMedium Red
Sales Collateral Update Stratfor Background Info 2/13/2004 TH SAMedium Red
Sales Collateral Basic/Premium Subscription Product Discriptions 2/16/2004 TH SA High Red
Sales Collateral Subscription Online Demo: Storyboard 2/18/2004 TH SA High Red
Sales Collateral Subscription Online Demo: Storyboard 2/20/2004 TH SA High Red
Sales Collateral 3rd Party Online Demo: Storyboard 2/20/2004 TH SA High Red
Sales Collateral Reprints of Stratfor Media Articles 2/27/2004 AT MKMedium Red
Sales Collateral Update George Friedman Backgrounder 2/13/2004 TH SAMedium
Yellow
Sales Collateral SIA Online Demo: Storyboard 2/27/2004 TH SA HighYellow
Sales Collateral Sales & BD Contract boilerplates 2/27/2004 AT MK HighYellow
Sales Collateral Quarterly Forecast PDF 2/27/2004 MD PDMedium Green
Sales Collateral White Paper Brief: Oil & Gas, Chemical, Financial, Electronics 2/12/2004 BM AN High Green
Sales Collateral White Paper Brief: Consumer Products, Forest Products, Auto 2/18/2004 BM AN High Green
Sales Collateral Geopolitics Case Studies 2/20/2004 MO AN High Green
Sales Collateral Additional Issues Content on Website 2/27/2004 TH SAMedium Green
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Sale/BD ProcessSales/BD Process
Sales/BD Process Update Email Templates for Subscriptions 2/12/2004 AH AM Red
Sales/BD Process Segment Sub List by Industry & Company 2/17/2004 AT MKMedium Red
Sales/BD Process March Individual Renewals 2/18/2004 AT MK High Red
Sales/BD Process Sales Process: 3rd party, Group Sub, Account Management 2/27/2004 TH SAMedium Red
Sales/BD Process Upsell Process for Subscriptions & SIA 2/27/2004 TH SAMedium Red
Sales/BD Process Princing Scale for Products 2/27/2004 TH SA High Green
Sales/BD Process Contract Review Process 2/27/2004 TH SA High Green
Sales/BD Process 3rd Party Implementation Process 2/27/2004 LJS SA High Green
Sales/BD Process Sales Pitch & Value Proposition 2/11/2004 TH SA High Green
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Terrorism SiteTerrorism Product Launch
Terrorism Product Launch Terrorism Website Storyboard 2/20/2004 TH SA High Red
Terrorism Product Launch Content Strategy Brief 2/17/2004 RB AN High Green
Terrorism Product Launch Terrorism survey - Release 2.0 2/30/2004 TH SA High Green
Terrorism Product Launch Marketing Competitive Anaylysis 2/25/2004 MO AN High Green
Terrorism Product Launch Terrorism survey - Release 2.0 2/30/2004 TH SA High Green
Terrorism Product Launch Terrorism site product plan (intial draft) 2/30/2005 TH SA High Green
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Website OptimizationWebsite Optimizaiton
Website Optimizaiton Cart page redisign strategy/plan 2/13/2004 TH SA High Green
Website Optimizaiton Plan for front-end enhancements for ECNext 2/16/2004 TH SAMedium Green
