Product Management Plan

Go-to-Market & Launch PlanTaj Zadhra-Ogunsola Principle Marketing Consultant – Enterprise Mobility Product

Launch Overview

Name: Formelo Enterprise Mobility Application

Key Dates: January 2016

Positioning: Focused on modernizing enterprise processes to work more productively.

Packaging and Pricing: Premium product/services priced at $9.99 for Business Basic, $19.99 for Business Standard, and $29.99 for Business Pro. Packaged based on impeccable remote service support and customized digital integration forms using mobile distribution channels

Key Partnerships: Strategic core drivers for our market success is Stanbic IBTC Bank/Pensions and Pencom

Sales Strategy: Use a consultative sales relationship approach focused on building results and business relationships.

Announcement and

Marketing Strategy Adopt a robust market strategy that delivers incremental values to the business across our markets.

Training Strategy: Train sales consultant to leverage size of SME’s to sales proposition that’s aligns with our revenue targets for Formelo® Enterprise Mobility in 2016.

Formelo Enterprise Mobility Market Launch Plan 2015

Product Management Key Drivers

Business Objectives – $1million in sales revenue by January

2017

Product Strategy -Emphasize Formelo’s

distinctive competitive advantages in outbound

communications

OrganizationalObjectives - Adopt

leadership dominance in premium intelligent digital

forms market.

Go-to-MarketObjectives – Enter Africa, North America and European markets in 2016


Naming, Pricing and Packaging

• Product Name: Formelo Enterprise Mobility Intelligent digital forms application.

• Solution: Formelo tracks human and physical resources by changing manual/paperoriented processes to electronic formats for enterprises. The app allows enterprises tomonitor day-to-day performance analytics with instant feedback, and guaranteesrepeatable quality.

• A flexible premium app tools with three product options (Business Basic/BusinessStandard/Business Pro) and different monthly pricing plans ($9.99, $19.99, $29.99) foreach market segment. This is packed with various feature and benefits to support eachpricing segments and specific to selected plans. Its good bye to time consuming,money burning business tasks, and hello to mobility with ease.

• Packaging: Purchased through remote downloads/remote service support integrationonline.

• Release date: January 1st 2016


Days 0 – 30: Introductions & Understanding

Business Objectives

Top 3 critical challenges

Strategic partnership pipeline

• Release strategic whitepaper reports about digital intelligent forms in today’s changing business environment, targeted at decision makers.

• Use whitepaper report to drive traffic to Formelo’s websites, encourage demo trial, and educate consumers in exchange for personal business contact s.

• Turn data collected from business leaders into active sales through cold calling, digital communications that encourage enterprise consumers to book sales presentation slots.

• Enter Nigeria’s market to fulfil untapped opportunities and needs. Later in the year, enter North America and European markets using digital channel to draw interest and attention.

• Change traditional business process to mobility solution.• Encourage enterprise workforce to integrate Formelo Mobility application.• Change manual/paper oriented processes to electronic formats that delivers

better performance and productivity.

• Align business challenges with market demand• Develop enterprise alliance through strategic low-cost events, partnerships and

sponsorship programs.• Align revenue goal with alliances that delivers impactful sales performance and

drives product awareness.

Go-to-Market Objectives • Implement a robust sales strategy combined with integrated marketing communication that drives product awareness, builds brand loyalty and delivers sales returns.


2016 2016

Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec

Milestones

Readiness

Milestones

Key Milestones

Finalize Technical Application

Go-to-Market Plan

Business Strategy

Sales Enablement and Aggressive Execution

NA/EU

Public

Launch

Close Stanbic IBTC

& Dangote DealKeynote Speaker Formelo®

CEO Sponsored

Event

Finalize

Marketing Plan

Complete All

Application

Pilot Testing

Launch Digital

Video

Campaign

Launch Digital

Content Campaign

LinkedIn

Website

Facebook

Twitter

B2B BlackBerry Messenger

Launch PR

Campaign

Drive

Enter North America

European

Markets

Review Marketing

Plan

Train New Employee

For Remote

Customer Support

Services

Review

Business Model

Review

Pricing Strategy

Review

Application

Implement

Sales

Strategy


Sales Strategy

⚫ Summary of our sales strategy for selling Formelo® products and services.

⚫ Sales Materials ⚫ Acquisition Strategy ⚫ Retention Strategy

⚫ Expected roles and contribution to drive sales in 2016 are as follows:

⚫ Inside sales methods

⚫ Sales specialists (B2B segment), Systems engineers (SEs)

⚫ Timing of sales efforts by area or geo

⚫ Sales and technical training requirements

⚫ Overview of required sales tools

⚫ Sales quota planning and strategy


Category Description Owner

TechnicalUI & UX - UI to complimentour UX design and feel.

●Test finished product for navigation, user friendliness and visual appearance.

Business Outline revenue timeline ●Specify revenue goals for each financial quarter

MarketingLaunch digital communication and distribute Whitepaper report to key decision makers simultaneously .

●Timing is key to witness CTA (call to Action) and encourage sales.

SalesSupport sales team with quality marketing that attract key decision markers.

Adopt an aggressive approach to penetrate our market using premium strategy as our differentiators.

OperationsPlease fill in as I don’t have enough information on this aspect.

Please fill in.

Risk Mitigation Table


Messaging & Positioning

2 Anywhere engagement with customers

3Flexibility for completing work-related functions in real-time

Positioning Statement

1Perfect application to increase workforce productivity

Sourced from the Messaging and Positioning Guide:

“More productive, responsive, cost effective, and collaborative”.


Strategic Features

2ExecutiveWitness new business transformation and new value channelDelivers business intelligence driven by data and analytics

3Legal/Risk/HR/Compliance Ability to govern and monitor complianceAbility to comply with regulatory legal and HR obligations

4Enterprise Anywhere engagement with customers Key client reports and metrics available anytime/anywhere

1Ops & IT Driving value through ease of use and ubiquitous accessDrive streamline processes and lower infrastructure cost

5Business Function and UsersEmpower field and Sales force enablementEnhance staff engagement and productivity

Sourced from the Messaging and

Positioning Guide

Formelo® Enterprise Mobility application runs on any mobile devices. It provides

offline access, high performance, supports multiple platforms, and delivers features such as the camera, signature, GPS, and

accelerometer.


Business Buyer

Key Messages

⚫Formelo® Modernize how you work

⚫Paperless reality with Formelo®

⚫Formelo® increases your productivity to reduce cost.

Benefits

⚫Change your company’s business processes

⚫Eliminates operational bottleneck

⚫Detects business challenges, highlights opportunities, and protects data to enable enterprises to act more rapidly.

▪ Individuals▪ Small Enterprise ▪ Medium Enterprise▪ Large Enterprise

Our target


Technical Buyer

Key Messages▪ Process data automatically, notify team members via SMS, email, and Push Notifications, and move data to any support data destinations

▪ Integrate third party authentication platforms such as Microsoft Active Directory, Facebook, Twitter, Google, etc.

Benefits▪ Provide better client experience▪ Create an engaging workforce▪ Validate network changes▪ Reduce downtime

▪ Chief Information Officers▪ Head of IT▪ FMCG (Dangote)▪ Production Plants▪ Logistic Industry

Our target


Launch Plan

2014 2015

Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec

Milestones

Go-to-

Market

Milestones

Activities

Go-to-Market Work Stream

Launch NA/EU

• Live launch event

• Social media

• Press Release

• AR/PR/IA BriefingsPilot Program

• Internal training

• Customer references

• Feedback loop

Marketing Preparation

• Messaging

• Marketing and launch plan

• PR/AR Plan

• Content development

• Sales and customer tools

• Website

• Mockumentary

• Blog post

• Podcast

• Videos

• YouTube

MSD &

G2M Plan

Complete

Core

Sales

Tools

Complet

e

Core

Customer

Tools

Complete

All

Launch

Deliverables

Complete

Public

Launch

Tech Preview

Internal Milestone

or Event

Project

Commit

Pilot

2016 2016


Core Marketing Deliverables

⚫Client • Client Presentation

⚫ Sourced from IT materials

• Product Brochure⚫ Sourced fromMktng

• Product Datasheet⚫ Sourced from IT & Mktng

• Product Video⚫ Developed, Written &

Produced in USA

• Client Demo⚫ TBD

⚫Launch

• Launch Event TBD

• Press Release TBC

• PR Strategy TBD

• Social Media Strategy TBD

• Blog TBD

• YouTube Channel TBD

• LinkedIn Done! Requires updating twice a day

• Website Go-Live (Urgent face-left required but under consideration)

⚫Sales• Selling & Positioning – develop PPT Templates by

Jan 2016• Create Sales Reference Card

⚫ Template to be created highlighting the following for ease of upselling:

• Formelo business cards

• Formelo individual product segment brochures (hard copy for the Africa market and PDF for other markets)

Selling point repeated by sales reps:

• Increase profit

• Increase customer loyalty

• Increase productivity

• Reduce overall cost!

⚫Eat, drink and remember Formelo’s product feature for every meeting.

Pricing Guide DONE!PM Global’s work history DONE!Formelo’s first client in PROCESS! Refer to document

Demo Guide/Script:• Refer to SLUSA testimonial videos and application

explainer videos

▪MessagingRefer to technical buyers

and business buyers


Sales Readiness Plan

Audience Readiness Goals Planned Activities

Inside Sales Team • Train sales team on how to sell our mobility app solution to corporate Nigeria (face2face selling)

• Ability to begin engaging with customers by Feb 2014

• Nigerian company’ to contact• Networking on LinkedIn for leads • Welcome letter to new potential clients’ • Introduction webinar• Live, full day training• Daily LinkedIn post about mobility product/service

Channel Sales Team • Train channel team (our back end team) on how to package and sell our Enterprise Mobility solution

Financial Perspective• Sales Volume per period• Profits per period• Orders per period

Customer Perspective• Customer Acquisition• Customer Relationship• Quality remote speed and response time

Process Perspective• Sales Process• Account Planning process to manage individual customers• Account Servicing Process (time spent per customers’ on

remote/customer service support)

• Sales letter template • Email marketing template • POC letter template • Introduction webinar• Live, full day training and feedback sessions

• What has been learnt and how can we address outlined challenges.• What can we do better • Convert Formelo traffic into leads ASAP!• Nurturing plan to “heat up” leads Create media hype!• Progressive profiling to “get to know” our leads• Lead scoring strategy to identify sales-ready leads• Automating lead scoring typically gives mixed results

Offer what people are looking for:•Focus on customer needs & pains •Optimize for organic SEO


Support Readiness Plan


Technical Support Team • Train support organization to handle all level 1-2 technical support calls.

Very important:Technical support (prioritized access to support)

Refer back to overall annual marketing plan to align what objectives has been underscored.

• Introduction webinar• 2 days of hands on training and troubleshooting• Training videos, knowledge bases and troubleshooting

guide


Operation Readiness Plan


Operations team

Engage

Convert

Analytics Content management Marketing Automation CRM

•Build Sales Leads

•Navigate between webpages and scripts written for back-end program

• View content •Submit contact form(s)•Request Demo

•Measure •Engage our audience•Convert leads into solid sales leads •Convert, convert and convert more

lead – We need to be aggressive on this.

Use progressive profiling to learn more about our leads•Build our lead profile gradually•Fewer required form fields reduce hassle for our leads

▪Improves form completion rates on video Demo’s

• 25% increase in page views• 10% increase in time on page• 30% form submission • 45% demo request

• Tactical attraction method strategy:• High Web traffic, Marketing Tech (Whitepaper, Abode

Analytics, Drupal, Google Analytics, Eloqua, Marketo and Optimizely tools)

• Geography: Africa, North America and Europe • Industry focus: Pensions, Financial, FMGC, Healthcare and

Business but move into new sectors slowly.


Days 0 – 30: Introductions & Understanding

Organization Objectives • Outline thorough expectations, assumptions and goals intended through product launch.

• Close any challenges, or market gap opportunities• Improve corporate policies and procedures that align with 2016

corporate vision.• Exploit supporting tools, applications, & enablers to push the

brand in the minds of decision makers.

Product Strategy • Implement holistic product pipeline (contractual/market), for client accessibility and growth.

• Use available financial and operational resources to penetrate markets.

• Employ Ops service delivery model to Formelo’s advantage.• Review current Ops perspectives on product(s) and align with

changing market conditions.


Days 31 – 60: Taking Ownership

Business Objectives • Develop greater distribution channels through digital communication.

• Implement paid PR press articles targeted at journalist/online tech sites/tech blogs/events

• Achieve set financial drivers, metrics, & pricing strategy to open new market opportunities.

• Implement ‘cannibalization’ market drive aggression• Draft revenue and profitability plan

Go-to-Market Objectives • Review our competitive landscape making adjustment to strengthen market position

• Aggressively drive sales strategy- sales calls, review leads, and value propositions for better conversion.

• Align customer and buyer personas to product segments across our markets

• Start shadowing Sales calls & lead review meetings• Re-evaluate sales, marketing, & social tools for improved

engagement


Days 31 – 60: Taking Ownership

Organization Objectives

• Review prioritized ideas/opportunities with Manager• Draft/finalize activities contributing to department goals• Draft new Product Management framework• Draft new Voice of the Customer framework• Define program/process effectiveness metrics• Draft service delivery plan• Draft business case for staffing changes (if required)• Determine the tools and systems required to support

operations• Begin leading meetings (As NG has always done)• Begin Pragmatic Marketing training (TZO is willing to

support)• Complete policy review & required coursework

Product Strategy • Take ownership of relevant products (NG Large corporate accounts

• Begin engaging existing partners• Conduct product voice of the customer


Days 61 – 90: Product Leadership

Business Objectives • Conduct rhythm calls with customers/partners• Finalize 3 year revenue & profitability plan with

metrics

Go-to-Market Objectives

• Finalize go-to-market plan for February 2016• Execute go-to-market activities needed to

generate awareness/leads in March 2016• Labelling & collateral for current version(s)

marketing activities.


Days 61 – 90: Product Leadership

Organization Objectives

• Conduct rhythm calls on products/goals with manager• Finalize Product Management & VOC frameworks• Become a servant leader to teammates• Continue Pragmatic Training

Product Strategy • Incorporate VOC into product roadmap• Incorporate change control for product roadmap• Incorporate all inputs into strategic product growth

plan• Finalize Product Roadmap• Finalize Go-to-Market Plan• Finalize Revenue & Profitability Plan• Finalize Service Delivery Plan• Review with leadership* (draft/approval)• Communicate strategy to organization• Update sales price book (if required)


Software

Product Management Plan