myOrbit Plan Book

7/21/2019 myOrbit Plan Book

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myOrbitPlan Book

From TeamKnecTech


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Table of ContentsIntroduction.

Executive Summary

Situation AnalysisMarketing AnalysisCompany AnalysisCompetitor Analysis

StrategyOverviewObjectivesTagline

CreativeName

LogoBrand Standards

6

7

11121619

23242526

2930

3132


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AppApp RedesignWeb RedesignPricing

Tactics SummaryOverviewPhase 1Phase 2Phase 3Media Budgets

ConclusionBiblography

35364650

535455626972

8184


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IntroductionExecutive Summary


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Executive Summary

myOrbit is a new company that must dene its brand, select marketsto target, and appropriately position its product to become a leader inindustry-specialized data collection and reporting.

myOrbit will dene its brand by identifying its values and instillingthose values into its industry-focused marketing package to seed geneticsand industrial construction decision makers. In addition, by knowing what

the target wants, myOrbit will be able to build long-term relationshipsthat enable engagement, leading to sales. Dening the brand will take timeand real thought as myOrbit identies the companys values and simplies

what it does, and what culture it wants.

myOrbit will focus on industrial construction and seed genetics com-

panies in need of eld-data analysis and reporting. These two industriesare large, lucrative, and generate a signicant amount of eld data. Lead-ers in these industries have expressed desires for more efcient ways to


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order their information and use it to make better decisions, increasingROI and decreasing disorganization and uncertainty.

myOrbit will position its product in the market by identifying its

competitive advantage, by learning how to market to its clients, and byidentifying the differences between what clients expect from the app andthe reality of what the app does for the client. This type of strategy neces-sitates a depth of knowledge of myOrbits clients and a feedback system.

As myOrbit works to meet these goals, it faces serious challenges

entering the marketplace. Being a new company, it must increase brandawareness from scratch, while competing against more established com-panies that hold the majority market share. The largest challenge myOrbithas is differentiating its product from its competitors, as many companiesalso provide real-time reports.

Despite these challenges myOrbit has a few advantages: a commitment tosuccess, a talented staff, a successful parent company, and a target audi-ence that demands its services.


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On the horizon, myOrbit has the opportunity to provide the best insecurity, customer care, and high quality, sub-industry specic apps. These

will be deciding factors for myOrbits clients.


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Situation AnalysisMarketing AnalysisCompany Analysis

Competitor Analysis


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Market AnalysisConstruction

Dodge Data and Analytics (2014) projected total U.S. construction

stats for 2015 will rise 9% to $612 billion, a larger gain than the 5% in-crease to $564 billion estimated for 2014 (Bureau of Labor Statistics,2015). Economically, the construction industry is at an advantage in thecurrent economic environment, as construction projects are readily fund-ed due to the ease of loan standards and increased real estate develop-ment. myOrbit will market particularly to excavation corporations andother large construction or transportation companies who struggle tokeep track of large machinery.

Now that construction companies can receive more bank loans, theindustry is going to continue to grow. Due to growth in the industry, con-

struction companies are nding it necessary to become more advancedin the technological eld in order to have a competitive advantage in themarket. Leaders in construction are moving toward new standards, likehaving information in hand on a smartphone or tablet at all times. With


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this technology, construction managers can have access to real-time dataon-the-go with the ability to complete projects on time and cut down onproject costs, resulting in a smoother work ow.

Construction is an important industry to market to because there is muchmanual labor and heavey machinery involved in the process. In a recentreport Schamberger (2015) explained, As a result, burdensome manualprocesses are replaced with a more efcient, accurate system that not onlyhelps make day-to-day operations run more smoothlyit also helps proj-ect stakeholders keep a close eye on the projects bigger picture, a critical

viewpoint to help avoid costly late penalties and other project obstacles.Not only will the construction company who uses this product benet,but its collaborators will have increased communication, access to plans,and oversight.

Agriculture

Agriculture in the United States is doing well, according the Amer-ican Farm Bureau Federation. A recent post stated that todays farmersproduce 262% more food with 2% fewer inputs (labor, seeds, feed, fertil-


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izer, etc.), compared with the 1950s (American Farm Bureau Federation,2011). In addition, $115 billion worth of American agricultural products

were exported around the world in 2011 (American Farm Bureau Federa-tion, 2011).

The agricultural industry has seen large changes since the beginningof the 20th century. The most important of these changes include a de-creasing percentage of the U.S. population working in agriculture, a de-crease in the number of farms as farm sizes increase, the specialization ofcommodities in farms, an increase in exports, and an increase in produc-

tion capabilities (USDA, 2005). These changes are caused by technologicaldevelopment, the rise of consumer inuence in agricultural production,and the increasing integration of American farming into national andglobal markets (USDA, 2005).

This rapid period of global growth and production and the consoli-dation of farms has led to more corporate control of agriculture. Thesecorporations are able to invest in newer technologies and have more re-sources in times of drought or market instability. Big agriculture corpora-


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tions have increased agricultural productivity because of their investmentsin machinery, insecticides, fungicides, and herbicides, fertilizers, GPSsystem integration, DNA chip sensing technologies and bioengineering.Monsanto, Bayer and Syngenta are the three largest agricultural companies

in the world, and hold 84% of U.S. agriculture sales (USDA, 2005).

Economic activity, associated with agricultural production, is con-centrated in the nations largest corporate farms. Therefore, by marketingto 16.7% of the nations farms (those with sales in excess of $100,000)marketers can gain access to farms that produce 81.4% of the livestock,

82.5% of the crops, and 77.3% of cash farm expenses in the U.S. (USDA,2005). All of these companies have genetics labs working to improveseeds and seed dealers distributing product. myOrbit has identied geneticlabs as its second industry. There are 113 potential clients in the Midwestand South who need efcient data collection and reporting, as they studytheir crops, test variables, and collect samples (Bureau of Feed, 2013). In

addition, it is recommended that myOrbit works with the regional labs ofthese three large agricultural companies.


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Company AnalysismyOrbit began with the mission to empower our clients to make better

decisions by providing real-time information from eld operations, byproviding a platform that allows businesses to collect data on mobile de-

vices, aggregate the data across forms, and report and analyze in real-timefrom anywhere in the world. myOrbits culture includes a small, hard-hit-ting staff, who have experience in their craft and excel in collaborating

with different industries from their previous backgrounds, which enables

this small group to come together and take myOrbits challenges head on.

Although myOrbit has a lot to offer, the company faces several chal-lenges. One obstacle it faces is identifying the best audience for its prod-uct. Several factors to consider when selecting an industry include theneed for more efcient eld data collection and real-time data reports, the

will to learn how to use the app, the ability to invest in technology, andsize of the company.


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Another major challenge is that the company is unknown in the mar-ketplace. This fact presents a problem because potential customers haveno idea the company exists. myOrbit has not promoted its services, socustomers do not realize they need the product or that the product is of-

fered. The only way people can learn about myOrbit is by referral fromemployees or previous clients.

A third challenge is differentiating myOrbit from its numerous com-petitors that offer similar services. Even when weeding out mega corpo-rations with their own apps and cheap data collection apps, there are still

many companies that offer real-time data reporting. The real differentiatorwill be brand awareness, quality customer service, and sub-industry specif-ic apps.

myOrbit has several advantages that may help make it a successfulstart-up company. First, myOrbit is associated with a successful parent

company, EngageMobile, which may assist myOrbit in its beginning stag-es. Second, there is a huge demand for increased efciency and real-timereporting.


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Competitor Analysis

The top three competitors for myOrbit are doForms, iFormBuilder,and FlowFinity. These companies offer data collection applications over a

wide variety of industries ranging from oil and gas to construction. Appli-cation programming interface (API) calls represent tasks that are invokedduring runtime like add, update, query data, etc. This features presencelimits the amount of times a person can use for the app. In the end, thiscost may be another of myOrbits competitive advantages as it does not

limit the number of API calls. The chart below shows a side by side com-parison of the three companies.


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doForms

iFormBuilder

FlowFinity

IndustriesCurrentlyServicing

Price

Unknown

Engineering & Natural Resources Health Services Human Services Aid & Development

Consumer Packaged Goods Field Service Management Construction Farming & Agriculture Oil & Gas Customer & Partner Portals

Mobile Survey Apps Property Management Consumer Apps Timesheets Geotagging Barcode and RFID

Standard:Free

Professional$9.95/mo/per device OR $99.95/yr/per device

Dispatch$14.95/mo/per device OR $149.95/yr/per device

Free version:Free

Growing$500/month OR $5,000/year

EmergingUnknown

Team EditionUnknown

Enterprise EditionUnknown


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Features

Label with image page breaks Check boxes Radio buttons Date and time GPS Location Sketching

repeatable loop look up data table and calculations email PDF image capture audio and video barcode scanning relevance logic

job dispatching & scheduling GPS tracking intra form real-time status updates remote form retrieval and update 10GB/mobile device, unlimited forms

Signature capture Action buttons 200MB/mobile

device Limited service Unlimited forms

33 standard eld types image capture picture annotation and sketch capability GPS location recording and mapping

integration signature capture eld on-device calculations using formula elds

nested form

creation of custom user roles andpermissions

exible permission managementto isolate mobile forms

apps and users through Sites

list and grid elds for master-detaildata structures

validation checks and errormessages

Save as Draft online or ofine ofine lookups between apps to

access or copy data Location-based lookup

10 forms up to 50 users 100 records/form 100 API calls/month

50 users i unlimited forms dedicated database unlimited device uploads 10,000 API calls/month, additional users $100/user/year,4 hour iFormBuilder

Kickstart

Unlimited users unlimited forms dedicated database unlimited device uploads

1,000,000 API calls/month dedicated account manager 4 hour iFormBuilder KickStart

repeatable loop look up data table and calculations self-scoring survey browser entry 5GB/ mobile device full service unlimited forms

of records by proximity tocurrent GPS location

attachment eld viewing of PDF Microsoft Ofce documents customizable photo thumbnail

views for quick access torecords

Standard

Professional All free version features +

Dispatch

All pro version features +

Free

Growing

Emerging

Team

EnterpriseAll team features +


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StrategyOverview

ObjectivesTagline


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Overview

myOrbits goals are to dene the myOrbit brand, to focus on industrialconstruction and seed genetics industries, and to position the app in thesemarkets.


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Objectives

Construction

Focus on 5,000 medium to upper-sized industrial companies in Mis-souri. These contractors are concerned with GPS tracking, ordering parts,timesheets, the tracking of resources, and streamlining communicationsamong contractors, architectural, engineering, and construction teams.

Thus, real-time reporting is essential.

Agriculture Target seed genetics labs, seed dealers, and research farms and univer-sities in the Midwest and South. There are 113 potential seed companiesto targets thus far in the Midwest and South. These potential businessesand organizations have a need for efcient data collection and reporting,as they study their crops, test variables and collect samples.


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Tagline

Giving you your time back.Clients will love myOrbit because it analyzes, organizes and simplies

data collection and reporting, enabling clients to focus their time on thedirection of their business.


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CreativeName

SloganLogo

Brand Standards


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Name

When coming up with the name the app needed to come full circle.

Data collection is all about owing in a circle and to allowing a business tobuild up and predict its future.

mOrbit and clients are all part of a system, a solar system. myOrbitis the sun. Its clients revolve around it like planets around the sun. Theyneed myOrbit to function and make the rate at which they revolve more

efcient. Each client moves at its own rate of speed, internally to getthings done. The app that you create for your client will be personalizedto this rate of speed.

This idea stresses the importance of personalizing each app for eachclient and understanding that each company works differently. The myis tells clients that the app is specically made to run their company attheir own rate, in their own orbit, to successfully collect and report data inreal time.


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Logo


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Brand Standards

Type

Futura

Colors

myAgriculture Colors myConstruction Colors


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Explanation

Blue

A calming color that stirs up images of authority, success and security,

words myOrbit strives to be associated with.

Gray

A color that comes with ideas stability, practically, and authority, also allwords myOrbit strives to be associated with.

Additional colors

myAgricultureand myConstruction

When designing items for separate industries, we wanted them to be dis-tinct from each other. The agriculture industry is often associated withoutdoors and nature, so green was chosen. The construction industry isoften assoicated with caution and safety, so orange was chosen.


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AppApp RedesignWeb Redesign

Pricing


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App Redesign`Construction

The name of the app for equipment management is myConstruction.

This app is orange because it symbolizes caution and safety. After loggingin a user will be directed to a screen with four main choices: the option tobuild a new form, access active forms, view inventory, and see completedforms and their reports.

Inventory was identied as a high demand in this industry and has closeties with the GPS tracking of a companys equipment. The rst screen,after selecting inventory, takes a user to categories such as hand, lawn andgarden, or heavy equipment. By clicking on heavy equipment it takes theuser to a screen menu of all the different types of heavy equipment thecompany has logged. For example, the Case Crawler Dozer 1650 M can

be evaluated for repairs, inspected, or tracked by clicking on its name, tak-ing the app user to a previous form created, allowing multiple point ofentry, simplifying the process.


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Agriculture

myAgriculture is the seed industry app. This app is green to symbol-ize nature represented by this type of data collection. There is a user loginpage to secure the app, which is extremely important to any seed company.

From here users are directed to a screen with four main choices: the optionto build a new form, access active forms, view inventory, and see completedforms and their reports.

Because labs test so many different variables, the type of test to be per-formed is the rst choice when a user selects an active form or a new form.

When a user selects the category seed testing, they are taken to a page to se-lect the crop type and experiment number, identifying the test they want toaccess. The forms used as examples, were created from merging agriculturequestionnaires from 5 top universities in the Midwest.

Users may add photos and attachments to each form. Forms com-

pleted, go into the completed form section. Results and reports can beaccessed by clicking completed forms at the beginning page. These reportscan be created by simply selecting the variables a study wants to measure.

The app pulls all of the collected data from the eld from the database andinstantly those results are visible.


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Web Redesign

The website was designed to be simple to navigate and easy to read.Downplaying the creativity and keeping the design simple makes it easier

for customers to tell where information is at. On the site there are 6 nav-igation bar items with a sub-navigation bar for 2 of them, which will pulldown for more information.

The homepage of the website contains a link to the free trial, whichmyOrbit will be advertising, and will also have the sign-in link, enablingthem to access their companys user portal. This tactic will create websitetrafc and help the website move up on the search engine list.

When companies login to the user portal they will be able to create,see, and edit forms the same way they can in the app. They will be allowed

to export and print these forms and reports, allowing companies to makecopies for records.


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PricingPrice StoragePackage Type

Free

Basic

Enterprise

30-Day Trial

$5,000 start up1% utilization

$5,000 start up1.5%, 2.0%, 2.2% utilization

5GB

10GB

15GB20GB25+GB


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Assistance & Training Features

Limited Assistance

4 hour training

24/7 Support Team

6 hour training

24/7 Support TeamDedicated Account Manager

Full day training

Email PDF Check box Text box Radio buttons Sliders Drop downs

Audio and video Date and time Relevance logic Image capture Signature capture Lookup data

Table and calculation Mobile app only Secure login Exporting capabilities Form assigning View data in real time

All free features +

Access to forms ondesktop

Query capabilities Allow comments Alerts GPS abilities

Due dates Remote form retrieval and

update Range/form validation

All basic features + Real-time data exported into charts Messaging Own branding on app


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Tactics SummaryOverview

Phase 1

Phase 2Phase 3Media Budgets

O i


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Overview

myOrbit will implement a 3-phase marketing plan, taking into ac-count target market characteristics, incorporating appropriate media and

personalizing it with the myOrbit brand. The phases are set up in chrono-logical order, with the more basic elements of advertising and lead-gener-ation rst and moving to the more costly and time consuming phases.

Ph 1


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Phase 1

Developing the new website, utilizing new social media accounts, andbeginning 30-day trials are the rst steps in making myOrbits customers

aware of this business-changing service.

Web

Google Ad Words

Google Ad Words offer two options for advertising; search and dis-play. Search ads are small ads that appear when a person types something

into Google. myOrbit should focus on search ads to promote myOrbiton search engines. myOrbit should bid on keywords, like data collection,form creator, and mobile forms to have its ads shown higher on searchesin Google. myOrbit has set aside $2,000 to market on search engines. Thecosts:

Data collection $3.95CPC (cost per click) 2,400 searches Form creator $4.31CPC 1,000 searches Mobile forms $5.39CPC 320 searches

Google Analytics


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Google Analytics

Google Analytics should be used to nd potential clients interestedin myOrbit. This tactic reveals information like unique visitors and whatpages people are looking at on the myOrbit website. Knowing these fac-

tors will allow myOrbit to better understand what its clients are trying tolearn about the brand and will help in making corrections to the contentof the myOrbit website to improve the user experience and better targetits marketing efforts (B2B Marketing, 2013).

Social Media

Today, nearly all reputable companies have a social media presencein order to maintain credibility and to communicate with clients and po-tential clients. There is an overwhelming preference among business pro-fessionals to receive news, research, and support online: 67% of decisionmakers check Facebook for case studies and detailed technology guides;63% of business-to-business (B2B) companies use LinkedIn to aid in

nding employees; and 94% of B2B marketers use LinkedIn to distributecontent (Handley, 2015).

In addition social media makes it easy to track who is viewing posts


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In addition, social media makes it easy to track who is viewing postsand engaging with the company by observing integrated social media ef-forts on platforms like Hootsuite (Nanji, 2015). This integration of socialmedia means the same content can be recycled and tailored to multiple

account to make myOrbits media campains unied and to reduce theamount of creativity needed to post relevant content.

LinkedIn

LinkedIn has become a key component in marketing B2B. LinkedIngenerates trafc from virtually all different kinds of businesses profes-

sionals in various industries, including construction and agriculture. Anindividual browsing LinkedIn is most likely searching for something spe-cic, and LinkedIn makes it easy to nd people or businesses because it isrelatively free of clutter when comparing it to other social media vehicles.

LinkedIn will allow myOrbit to target people specic job titles and

companies. For example, if myOrbit is wanting to reach a decision makerin a company, it can search CEO of company A or branch managerof company B. It is perfect for generating leads and gaining new business.

Following myOrbits competitors on LinkedIn would be benecial too


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Following myOrbit s competitors on LinkedIn would be benecial too,so myOrbit can see what they are doing and do it better. Through recom-mendations of clients and word-of-mouth advertising on LinkedIn, com-panies have been successful in gaining clients.

myOrbit should opt for the Business Premium upgrade ($60.00/mo)because it would allow myOrbit to view and connect with anyone who has

viewed its prole within the last 90 days. The Business Premium accountalso offers search lters, that way myOrbit can nd who it is looking forquicker and easier.

myOrbit, in addition to $720.00/year Business Premium upgrade,has allocated $1,600.00 to LinkedIn advertising. On the cheapest ad planLinkedIn offers, myOrbit will pay $2.00/click up to $10.00/day.

Twitter

Twitter is live, public and powerful that can be harnessed to generateleads, see what competitors are doing, reach broad audiences fast, and en-gage potential stakeholders.

When trying to nd leads on Twitter myOrbit can create Lead Gen


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When trying to nd leads on Twitter, myOrbit can create Lead Gen-eration Cards (LGCs) that are promoted to a targeted group of users.LGCs are an effective advertising tool that contain a message from myOr-bit, and some sort of offer, like a 30-day trial. Twitter users can simply

clike the offer to automatically share their email with myOrbit. Twitteralso allows companies to view the number of users that see it and click onthe LGCs.

Twitter, also, allows users to download apps directly from tweets.This particular campaign is called an app card. Users can view the app

card on mobile devices and will only be shown to targeted users who havea device that is compatible with the myOrbit app.

myOrbit has allocated $1,080.00 to Twitter advertising. On the cheap-est ad plan Twitter offers, myOrbit will pay $1.35/click up to $10.00/day.

YouTube YouTube is the nal social media account that myOrbit will join.

YouTube is perfect for product demonstrations, app upgrades, and testi-

monials from businesses who have used myOrbits products It is also is a


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monials from businesses who have used myOrbit s products. It is also is agood way to communicate and soothe concerns in the comments section.Not only does a YouTube account show the openness of myOrbit to takecriticism and feedback, but it also shows that myOrbit addresses the con-

cerns of its customers.

myOrbit can create a brand personality by interviewing employees onvideo which can lead to greater trust from potential stakeholders. By sub-scribing to myOrbits channel, users will be notied when myOrbit postsany new content.

myOrbit has allocated $600.00 to YouTube advertising. On thecheapest ad plan YouTube offers, myOrbit will pay $1.00/click up to$10.00/day.

30 Day Trial

Offering potential clients a 30-day trial seems noncommittal, but byinvesting time and effort and by increased communication with myOrbit,clients will see how valuable the app is to their daily processes. This tactic

nurtures clients and enables myOrbit to get feedback as it perfects its app


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nurtures clients and enables myOrbit to get feedback as it perfects its app.According to Marketing Experiments (2005) research shows that nearly90% of free-trial members are successfully renewed as paying members.

myOrbit will spend $5,980.00 on advertising on social media. Anoth-er added expense is the time of employees that it takes to maintain andproduce the content for social media. While this may seem like a lot, it isdeceptive because it is hard to measure the condence consumers have ina credible brand. In addition, if myOrbit is spending the money and theseads are being clicked on, this means they are being viewed by more than

500,000 people per year. In addition, these adds are specialized, whichmeans they are targeted to people who are most-likely interested in myOr-bits product.

Ph 2


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Phase 2

The second phase of the marketing plan gets more industry-specic,targeting the trade shows and magazines of construction and agriculture

and using the testimonies of myConstruction and myAgriculture clientsto persuade their peers to use myOrbit.

Trade shows

Trade shows are an important part of B2B marketing because theyare designed for specic industries, making it easier to penetrate the target

market by building relationships with potential stakeholders, separatingmyOrbit from the competition and developing leads based off of booth

visitors.Trade shows attract companies from all over, so there is no limiting

where this app will go. While at the working a trade show booth it is im-portant to build relationships, to provide promotional materials, and totake contact information. These are good ways to build brand recognitionand generate leads. Research shows 70% people who attend a trade show

plan on buying a product or subscribing to a service and 64% of trade


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plan on buying a product or subscribing to a service, and 64% of tradeshow attendees pass information learned at trade show to 6 others (Tradeshow Marketing Manual, 2006).

myOrbit has allocated $6,800.00 of its budget to trade shows. This

cost includes the marketing and promotional materials as well as the costof booths. This is an important part of exposure and generating qualityleads.

Construction

International Powder & Bulk SolidsDate:May 3-5, 2015

Location:Donald E. Stephens Convention Center,5555 N. River Road, Rosemont, Illinois, 60018

Price:$4,000 per booth

BuildingsNYDate:April 28-29, 2015

Location:Javits Convention Center, 655 W 34thSt., New York, New York, 10001

CONEXPODate: March 7-11, 2017

Location: Las Vegas Convention Center, 3150

Paradise Rd., Las Vegas, Nevada, 89109-9096

Promotional Materials

Buttons:3 promotional buttons at

affordablebuttons.com

$2.50 per button

Banners:Retractable banner stand with com-

pany name at Fast Signs

84 tall, 34 wide$380 for print and hardware

Agriculture


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Agriculture

Equipment Marketing and

Distribution AssociationDate:October 27-30, 2015

Location:Sheraton Hotel, 2345 McGee St.,Kansas City, Mo., 64108Price:$595 per booth

Far West AgribusinessDate:January 12-14, 2016

Location:College of Southern Idaho, 315 Falls

Ave., Twin Falls, Idaho, 83308

Price: $450 per booth for members, $900 for non-

members

Commodity ClassicDate: March 3-5, 2016

Location: New OrleansPrice: $1,375 per booth

Promotional Materials

Buttons:3 promotional buttons ataffordablebuttons.com

$2.50 per button

Banners:Retractable banner stand with com-

pany name at Fast Signs84 tall, 34 wide

$380 for print and hardware

Construction Booth Example


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Construction Booth Example

Agriculture Booth Example

Trade Magazines


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Trade Magazines

Another way to focus on an industry is by advertising in one of itstrade magazines.

This tactic allows myOrbit to focus on demographics to reach an au-dience that has the appropriate category-purchasing behavior. Trade andB2B magazines are specic to a certain target market and deliver pertinentinformation, goods, services, pricing, news and information directly to thehands of customers, prospective customers, and investors. The primaryreaders of trade publications are middle and senior-management who exe-

cute purchasing decisions (Three Marketiers).

Construction


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Agriculture

Testimonials


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Displaying client testimonials is another way to advertise. This tacticallows potential clients to see friends and rivals use a product and see howit affected their business. Because it comes from normal people, not peo-

ple being paid, testimonials work. Testimonials are not strong sales pitch-es, coming across in a biased voice. This tactic establishes trust (PsPrint).

Testimonials do not have to be expensive and time consuming. Film-ing a customer answer questions about myOrbit as a company and as anapp and asking how has this app changed his or her business is as compli-

cated as it needs to be. Emailing questions to the customer ahead of timeis courteous.

Phase 3


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Phase 3

An in-house sales pitch invites potential customers to a social gather-ing to learn about myOrbit face-to-face. This allows prospective custom-

ers to meet the people behind the screen and provides an opportunity toask questions. This seminars and face-to-face meetings are an effective

way of speaking to prospective buyers in greater detail about a new prod-uct or service (Trade show Marketing Manual, 2006).

In-house pitch


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In house pitch

Introduction:(The pitch presenter should introduce himself or herself and tell why

pitch presenter has everyones attention.)

Attention:Nearly half of executives admit that they dont concentrate sufciently onguiding the strategic direction of their businesses, according to a study byMcKinsey & Co (Schachter).

Need:A common problem these executives face is working harder not smart-er. Although they recognize inefciencies caused by outdated communi-cations methods and slow data processing, they still use those methods,

which result in poor decisions made due to outdated information.This chart explains how information is passed through an organization.Each segment of the business is dependent upon the segment that pre-cedes it. Information is only passed down the line and only reaches the

upper levels at the end of the process, taking months or years to get there.


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pp p g y gAfter all of this time has passed, decision makers must make strategicbusiness decisions with outdated information and with no recent informa-tion. The result, poor choices based on old data.

Satisfaction:But there is another option, myOrbit. My Orbit gives you your time back,offers you the opportunity to increase efciency, and allows you to focuson reaching your targets, to strive for excellence and to push the envelope

without fear of uncertainty.How does it work? myOrbit is an app takes data entered directly from the

eld and stores it in a secure database. Decision makers simply select vari-ables to be measured, and instant real-time reports are created with thedata, enabling them to view trends, share new information fast, and pre-dict their futures.

Action:

So the question is, do you want instant information? Do you want to beable to view trends in your operations? Do you want to make better busi-ness decisions? If the answer is yes, then myOrbit is the app for you.

Media Budgets


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Media BudgetsConstructionOverview

Professional Builder 1 $5,895 $0.01

Construction Equipment 1 $7,820 $0.015

TOTAL 2 $13,715 $0.03

Linkedln 2.00 $1,600YouTube 1.00 $600

Twitter 1.35 $1,080

TOTAL 4.35 $3,280

Building construction inspection 10

Management softwave for construction 10 $223.46 4.83

Project managment for construction 90 $98.66 12.28

TOTAL 2,320 $2,328 $41.94

CONEXPO 1 $3,000

TOTAL 1 $23,123 $10.49

Media Vehicle No. of Insertions Total Cost CPMMagazines

Social Media

Google Search, AdWords

Tradeshows

Construction project management 880 $1,264.95 9.59

Building construction 1300 $917.39 5.54

Building construction software 30 $145.58 9.7

Campaign Schedule


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Acreage

Farm Industry News

Linkedln

YouTube

Twitter

Asset Management for Equipment Managers

Managing Maintenance & Repair Cost

Construction Equipment

Iowa State Fair

Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.

Magazines

Social Media


Tradeshows

New Construction Equipment

Journal-High Plains/Media

Social Media Placements


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Google Keyword-based Search Buys

Linkedln 2.00 $10 5.0 3 $900

YouTube 1.00 $10 10.0 3 $900

Twitter 1.35 $10 7.4 3 $900

TOTAL 4.35 $30 22.4 $2,700

Building construction inspection 96.72 10

Management softwave for construction 1018.75 10 1.16 $223.48 4.83

Project managment for construction 2076.18 90 1.23 $98.66 12.28

TOTAL 51,221 2,320 6 $2,650 41.94

Construction project management 16912.51 880 1.26 $1,264.95 9.59Building construction 28628.11 1300 1.03 $917.39 5.54

Building construction software 2488.84 30 1.23 $145.58 9.7

Websites Cost Per Click Daily Budget Total Impressions/Day No. of Months Total Cost

Google Keyword-based Ads EstimatedImpressionsAvg. Monthly

SearchesEstimated Avg.

Position Estimated CostEstimated Avg.

CPM

Trade shows


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Magazine Placements

CONEXPO March 7-11, 2017 Las Vegas, NV $3,800

Tradeshow Date Location Booth Cost (10x10)

Professional Builder $5,895 1/4 Page Inside 1 $5,895 118,753 6 712,518 $0.01

Construction Equipment $7,820 1/4 Page Inside 1 $7,820 76,031 7 532,217 $0.015

TOTAL $6,858 5 $13,715 194,784 6.5 1,244,735 $0.011

Magazine Name Cost Per Ad Ad Position Number ofInsertions CirculationPass-alongEstimate

Ad Size TotalCampaign CostTotal

Audience CPM

Agriculture


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g

Overview

Acreage 2 $3,740 $0.12

Farm Industry News 1 $6,590 $0.32

Journal- High Plains/Media 1 $6,590 $0.32

TOTAL 3 $13,824 $0.12

Linkedln 2.00 $1,600YouTube 1.00 $600

Twitter 1.35 $1,080

TOTAL 4.35 $3,280

Agricultural Forms 1.00 $0.5

Agricultural Technology 1.27 $10.00 $2.02Seed Genetics 1.27 $2.01

TOTAL 3.5 $3,280 $4.53

Iowa State Fair 1 $3,000

TOTAL 3.5 $3,280 $4.53

Media Vehicle No. of Insertions Total Cost CPM

Magazines

Social Media


Tradeshows

Campaign Schedule


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Professional Builder

Construction Equipment

Linkedln

YouTube

Twitter

Building construction inspectionManagement softwave for construction

Project managment for construction

CONEXPO

Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.

Magazines

Social Media


Tradeshows

Construction project managementBuilding constructionBuilding construction software

Social Media Placements


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Google Keyword-based Search Buys

Linkedln 2.00 $10 5.0 3 $900

YouTube 1.00 $10 10.0 3 $900

Twitter 1.35 $10 7.4 3 $900

TOTAL 4.35 $30 22.4 $2,700

Websites Cost Per Click Daily Budget Total Impressions/Day No. of Months Total Cost

Agricultural Forms 0.56 0.1 1.0

Agricultural Technology 643.15 4.95 1.27 $10.00

Seed Genetics 1.12 1.27TOTAL 645 5 4 $10.00

Google Keyword-based Ads EstimatedImpressionsAvg. Monthly

SearchesEstimated Avg.

Position Estimated Cost

Trade shows


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Magazine Placements

Iowa State Fair Aug. 13-23, 2016 Des Moines, IA $1,050 1,015,902

Tradeshow Date Location Booth Cost (10x10) # of Attendees

Acreage $1,870 Full Page Inside, Front Cover 2 $3,740 46,776 3 15,592 $0.12

Farm Industry News $6,590 1/4 Page Inside 1 $6,590 1,435,000 7 205,000 $0.032

TOTAL $5,977 5 $13,824 1,481,776 7.5 220,592 $0.076

Magazine Name Cost Per Ad Ad Position Number ofInsertions CirculationPass-alongEstimate

Ad Size TotalCampaign CostTotal

Audience CPM

Journal-High Plains/Media $3,494 1/4 Page Inside 1 $3,494 5


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ConclusionBiblography


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Conclusion


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Conclusion

This plan book has addressed the issues of branding myOrbit, hasselected the top industries for the myOrbit app, and has identied the best

tactics to reach industry leaders. myOrbit has the ability to revolutionizethe way businesses view and communicate data crucial to making deci-sions that shape their futures. myOrbit has a sincere desire to help busi-nesses to succeed, and by following this plan book, it will have success inits endeavors of giving its clients their time back. The myOrbit app offersits clients the opportunity to increase efciency and allows them to focus

on reaching their targets, strive for excellence and to push the envelopewithout fear.

Bibliography


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b og ap y

Akumo, D. N., Riedel, H. & Semtanska, I. (2012). Social and economic issues genetically modied food.Retrieved from http://cdn.intechopen.com/pdfs-wm/41653.pdf

American Farm Bureau Federation. (2011). Fast facts about agriculture. Retrieved from: http://www.fb.org/index.php?action=newsroom.fastfacts

Beesley, C. (2012). Five legal issues to consider when developing and marketing a mobile app. Retrievedfrom https://www.sba.gov/blogs/ve-legal-issues-consider-when-developing-and-marketing-mobile-app

Bureau of Feed, Seed, and Treated Timber. (2013). Seed summary report inspection results.

Retrieved from: http://agriculture.mo.gov/plants/pdf/seed_smry.pdf

Bureau of Labor Statistics. (2015). Construction: NAICS 23. Retrieved from http://www.bls. gov/iag/tgs/iag23.htm

DecisionFx. (2015). Retrieved from http://decisionfx.com/about-us/

Dodge Data and Analytics. (2014). Construction Industry to See More Balanced Growth in 2015. Retrieved from http://construction.com/about-us/press/construction-industry-to-see-more-balanced-growth-in-2015-according-to-DDG.asp

doForms. (2015). Retrieved from http://www.doforms.com/


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Flownity. (2015). Retrieved from http://www.ownity.com/

Gloy, B. A. & Akridge, J. T. (1999). Segmenting the commercial producer market for agriculture. Retrievedfrom: http://ageconsearch.umn.edu/bitstream/21592/1/sp99gl02.pdf

Handley, A. (2015). 2015 benchmarks, budgets and trends - North America. B2B Content Marketing, 40.Retrieved from: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2B_Research.pdf

iFormBuilder. (2015). Retrieved from http://iformbuilder.com/

Schamberger, K. (2015). Why Engineering and Construction Companies Need Mobile Devices in theField. Retrieved from http://www.dsiglobal.com/why-engineering-and-construction-compa

nies-need-mobile-devices-in-the-eld/

Telogis. (2015). 5 big construction industry trends youll see in 2015. Retrieved from: http://www.telogis.com/blog/5-big-construction-industry-trends-2015

USDA. (2005). The 20th century transformation of U.S. agriculture and farm policy. Retrieved from:http://www.ers.usda.gov/publications/eib-economic-information-bulletin/eib3.aspx


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Kristen HollabaughGraphic Designer

Hope GarrettProject Manager

Lara DennisStrategic Planner

Kirsten BergerCopywriter


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Katie PattisonMedia Manager

Kevin MottInteractive Digital Manager

Alex MortallaroPublic Relations

Nathan MattArt Director


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Documents

myOrbit Plan Book