Marketing Term Papers - Business Plan

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Introduction
Previously AB was working off the line, but the changing trend in the market has forces the AB management to show their presence on net. Now AB Consulting will be formed as a consulting company that specializes in online marketing, focusing on helping Internet companies set up online distribution programs. But prior to site development a complete study of the industry is needed so that the upcoming website could compete in the market. They will work on World Wide Web but their main functional area would be United States of America and Europe. The developed distribution plans are new for market. They address new ways for small and large corporations to flow their goods in their market. It provides a competitive edge to newborn corporations on old corporations. With the help of our programs, new corporations can make difference.

Business Model
Our business model is based on the number of billable projects we get from clients. Because we are in the business of online consulting a website is a MUST. It creates a virtual online portfolio for AB Consulting. Because the site is also intended to increase word-of-mouth and awareness, we are building the website with an impeccable front end that demonstrates the consultant’s dot-com expertise. Our model requires giving our clients an excellent implementation plan and to increase the success rate of online distribution programs. We will provide quality services at affordable prices.

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Keys to Success
Excellence in fulfilling the promise -- completely confidential, reliable, trustworthy expertise and information.
Developing visibility to generate new business leads.
Leveraging from a single pool of expertise into multiple revenue generating opportunities: retainer consulting, Internet -production consulting, online-market research and published reports.
Quality services will be our goal.

Market Segmentation
Well funded dot-coms: our most important market segment is the privately held start-up dot-com, such as the thousands found in the Silicon Valley. These companies will be calling on AB for development of their online distribution plans, as well as for help in determining the best online-affinity-marketing program for their business.

Medium-sized growth public dot-coms: particularly in community and commerce, and some content sites, AB will offer expertise in developing targeted affiliate and viral online marketing programs to more established dot-coms that are looking to take advantage of the power of the Web, and not spend as much money in traditional offline marketing.

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Market Needs
Our target dot-coms are dependent on hiring good people with Internet knowledge. Because of the relative youth of the Internet industry, finding Web savvy people to hire, with significant Web experience, is close to impossible. They need to move very quickly to keep ahead of their competition, and to draw the necessary buzz required to take their companies to the next level: acquisition or IPO. Key to the success of Internet business is the ability to bring targeted users and buyers to the dot-com’s website. Whether they are trying to create a community of niche users, or sell products to them, they have no use for untargeted traffic that visits the website one time and never returns. They are looking to implement online distribution and marketing programs that bring them the most lasting bang for their buck.

They want to implement programs that focus on their target market, and that once built, start growing exponentially, generating more users and more visibility and brand identity as the program gets recognized and accepted by their users and community members. AB Consulting has the expertise and Internet knowledge based on actual experience working on and implementing programs at various dot-coms that the target market dot-coms need. Real expertise based on real work experience. One important trend is the greater focus on online distribution. Although offline marketing is still important, dot-coms are realizing that offline marketing has its place once the dot-com is fairly well established online. If the online community, that the dot-coms are targeting, does not know about the dot-com’s service, then trying to advertise and gain credibility in the offline world has limited success. Another important trend is towards setting up online affinity and affiliate programs (sometimes referred to as “viral” programs). Amazon.com brings in more then 30% of its revenue thorough the success of their associates program. Now think about the last time that you saw an Amazon.com commercial on TV. Dot-coms are following Amazon.com’s Internet distribution strategy and realizing that they need to get a solid business online within the online community.
 

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Strategy and Implementation Summary
AB will focus on three Internet markets, community, content, and commerce dot-coms. Services will focus on online distribution and the creation of online affiliate and affinity programs. The target customer is usually a CEO, VP of Online Marketing, or VP/ Director of Production in a private well-funded dot-com, or a publicly traded dot-com. AB’s value proposition is consultants with real world dot-com experience.

We start with a critical competitive edge: there is no competitor we know of that can claim near as much specific expertise on the problems and opportunities of developing online distribution programs. We have been in the middle of Internet start-ups, and worked to create successful programs that are in existence today. Our positioning on this point is very hard to match, but only if we maintain this focus in our strategy, marketing, business development, and fulfillment. We should be aware that the tendency to dilute this expertise with more generalized consulting work could weaken the importance of our competitive edge.

Internet Presence
In the online marketing, and online program implementation space, having an Internet presence is a MUST. All other competitor firms have online sites, trying to sell their services and expertise to all the dot-coms in their area. It is very important for AB Consulting to develop a website that immediately shows expertise in the online distribution area. The main selling point for AB Consulting is experienced and seasoned dot-com experts. The AB website must relay all of these ideas and experience to the potential dot-com client.

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The highest level is the few established major names in Internet consulting. Most of these are organized as partnerships established in major online markets such as the Silicon Valley, New York City, Boston, and Seattle, linked together by interconnecting directors and sharing the name and corporate wisdom. Some evolved from management consulting companies (e.g. Marchfirst) and some from Web design firms (IXL). These companies charge very high rates for consulting, and maintain relatively high overhead structures and fulfillment structures based on partners selling and junior associates fulfilling. At the intermediate level are some function-specific or market-specific consultants, such as the market research firms (Forrester). There are hundreds of small to medium-sized consulting firms that have yet to prove their expertise. The industry is ripe for a few consulting firms with real Internet start-up veterans to help dot-coms realize their full online potential on the Web.

Online Sales Strategy
In our business, sales are defined as client service. It is repeat business. One doesn't sell an Internet consulting project, one develops a proposal that works for the client. Word-of-mouth for our services, based on good client relationships and networking will make sales for AB. For the best online sales strategy, the most important factor is up-to-date information on the AB website, with clear and well-presented Success Stories to help close the deal with a potential client.

 

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