Business Dynamics Positioning through Messaging, Pricing and Packaging

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Business DynamicsPositioning through Messaging,
Pricing and Packaging

• With enough "ifs" we could put Paris into a
  bottle.
• 
  French Proverb

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SaaS Customer Needs

• Pay Less for More
• No upfront cost
• Pay as you go
• No need for expensive and complicated software
  upgrades updates are included at no extra cost
• Cut employee training costs in half
• Easily try before you buy
• Only pay for what you use
• Dont need for the application? Stop paying!
• Scale upward or downward as rapidly as your
  needs demand
• Lower staff support requirements

• Secure Highly Reliable
• Best in industry security
• Exceed compliance requirements
• More complete security than customers can
  provide
• Improved and consistent performance
• Less need to worry about budgeting for what is
  always an unpredictable IT budget process
• Shared risks and single source accountability

• Greater Usability and More Complete Access to
  Needed Functionality
• Bring applications into your business you
  wouldnt otherwise be able to afford
• Single sign-on
• Access Key Applications from a Single Portal
• Functional upgrades several times per year in
  lieu of every other year . . .
• Enterprise class functionality for your business

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Build Messaging Pillars

• Emotion/Pain
• Opportunity Drivers
• Hard hitting and compact
• Key Message
• Strong benefit message
• Supporting Messages
• These become the content of campaigns down the
  road

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Emotion/Pain

• Every time someone leaves the office on a
  service or sales call or works from home we lose
  our ability to function.

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Opportunity Driver

• Anywhere Access

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Key Message

• Access documents, appointments, contacts, and
  company schedules and information from anywhere
  with an internet connection.

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Supporting Messages

• Highly mobile employees (salespeople,
  consultants) are dependent on the accurate and
  timely exchange of information with co-workers
  and customers.
• Off-site employees need contact with the home
  office for access to the latest documents and
  materials.
• Employees distributed in remote and home offices
  need 24 hour access to company information.

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Peace of Mind
Pain Communication is important, but I cant
afford IT
Experience Operational Freedom

• You take care of your business, well take
  care of your messaging system

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Map Messaging Pillars to Defined Industry Segments

• So What We have developed a hosting platform
  to better meet your needs.
• Better Organizations can now implement hosted
  applications with no risk and no long term
  commitment.
• Best Be live in minutes with a free trial of
  mobile email and access to schedules -- designed
  specifically for financial services -- with zero
  up front investment and no risk.

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Peace of Mind

• Most Value Attributed To
• Off-site, scheduled backup
• Threat protection and enhanced security
• Technical support
• High availability
• Freedom from having to do it all themselves!

• Features to emphasize
• 24x365 technical support and on-line knowledge
  base
• Anti-spam, anti-virus, other privacy/security
  solutions
• Depth of engineering expertise
• Data backup, recovery and storage capabilities
• Self-service control panel, simplified
  administration

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Anywhere Access

• Most Value Attributed To
• Ability to work from home
• Support for employees at client sites or branch
  offices
• Mobile device synchronization
• Access to information while traveling

• Features to emphasize
• Access from any location with an internet
  connection
• Incremental benefits of Hosted Exchange
• Synchronize mobile phones or PDAs
• Current hosting partners estimate 1/3 of leads
  are for mobility
• Too complex to do internally
• Too expensive to do internally
• No IT to support it

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Get More Done

• Most Value Attributed To
• Better ways to share and track files
• Check and share individual and corporate
  calendars
• Share ad-hoc company information
• Share customer information

• Features to emphasize
• Value add features of HMC
• Shared folders (contacts, tasks, mail) and
  calendars
• SharePoint features
• Instant Messenger for speedy communication

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Industries that Match Characteristics
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Business Challenges that Match Characteristics
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Case Studies Messaging and Positioning--
People want quarter-inch holes, not quarter-inch
drills.

• Scannet
• Product/Feature/technology focused messaging
• Zero flow
• Hosted Exchange ? Exchange Server 2003?
• No methods of contact
• Effectively implementing elements of Demand
  Generation and Direct Selling but not bringing it
  all together

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Case Studies Messaging and Positioning

• Cobweb
• Highly approachable
• Top level messaging
• Guaranteed! Save! Call!
• Mobility focus
• Emphasis on integrated archiving (packaging)
• What does the buyer need in order to feel
  confident making the purchase decision?
• Excellence, Industry Certified, Ensure
  Compliance, Service Excellence, No Compromise,
  Why Cobweb? - Top Five

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Persona Marketing

• Persona Marketing is, in itself, a competitive
  advantage
• Identify an ideal candidate for the defined
  service
• Representative of thousands of other users that
  are reachable via the Web Driven Model
• Personal Interview
• Demographic
• Psychographic
• Pain/Motivation
• Map to messaging

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Characteristics of Personas
End-User Packaging should be driven by Personas
that represent how the service is actually used

• Mobile Worker
• Needs access to email, files, calendar, contacts,
  tasks while traveling
• Office Worker
• Typically works in one location, needs to work on
  behalf of others, plan and schedule
• Delegate access, shared calendars and contacts
• Information Worker
• May work in or outside of office, needs to share
  and have easy access to information
• Public folders, shared contacts

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Hosted Exchange Office Worker Persona

• Behavior Characteristics
• Heavy Email User
• E-mail is always running on the desktop
• Being out of the office is the exception
• Would like to be able to easily check email from
  home
• Does not travel regularly for business
• Primarily a Desktop P.C. user, may have a laptop
  but it rarely leaves the office

• Typical Roles
• Administrative Assistant
• Software Engineer
• Call-Center Customer Support Representative
• Accounting/Finance Users
• Distribution Manager
• Knowledge Worker

• Key Features Benefits
• Shared Calendaring Meeting Reminders
• Delegation of rights in Outlook
• Junk-Mail Filtering
• OWA
• Public Folders
• Global Address List (GAL) for finding other
  employees information
• Task List

• Packaging Pricing Implications
• Required MAPI, but not Mobility
• Can be the bottom tier of a two-tiered model
  where the top-tier includes mobility
• Can be the middle tier of a three-tiered model
  where the bottom tier is Basic OWA/POP

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Hosted Exchange Mobile Worker Persona

• Typical Roles
• Business Owner
• Senior Executive
• Sales Representative
• Sales Engineer
• Field Engineer
• Consultant

• Behavior Characteristics
• Email-Centric User Work revolves around email
• Being out of the office is the rule
• Frequently works from home
• Frequently doing business from airports, hotels,
  etc.
• Primarily a laptop user
• Rarely disconnected, responds immediately to
  emails if possible

• Key Features Benefits
• Mobile access to email, calendar, contacts, and
  tasks saves time and increases responsiveness to
  internal external customers
• Integration between contact list and telephony
  functionality for easy dialing and caller
  identification
• Transparent Synchronization Capability
• Ability to Listen to Voicemails sent as sound
  attachments

• Packaging Pricing Implications
• Required MAPI and full mobility features
• Is the top-tier of a two-tiered model where the
  bottom tier provides MAPI but not mobility
• Can be the only tier of a single-tier offering
  that encourages the use of mobility features

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Packaging Pricing for Personas
Price Range USD
Value Proposition
Offering Components

• Core Offering
• OWA w/personal folders, pop3
• Tech support
• Anti-Spam, Anti-Virus
• Backup
• Self-service control panel

Office Worker (High Operational Efficiency)

• Quality tech support
• High availability
• Quality of Service
• Spam/Virus protection
• Offsite Backup

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• Collaborative file sharing
• Shared calendars, contacts
• Shared information
• Instant messaging

• Core Offering
• MAPI
• Shared folders
• Integrated IM

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• Core Offering
• MAPI
• Mobile device support
• Synchronization

• Email for remote workers
• Email while travelling
• Mobile Device Email and Synch

15 20

• Recommendation is for a 2 or 3 tier approach

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General Price Considerations

• Preserve low barriers to sale
• 2 or 3 price levels
• Contract that local market will bear (minimal)
• Consider discounts
• Long term commitment, large volume
• Reward existing customers for referrals
• Bundle popular services, small business in a
  box ready offerings

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Positioning, Packaging PricingWorking Session

• How does your current packaging compare to the
  best-practice recommendations?
• Is your offer correctly positioned to avoid
  feature-speak and focus on customer-benefits?
• Is your current pricing a barrier to sale or an
  accelerator?

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Background Materials
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Sample Exchange Offerings
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Cross-Selling with HMC Components

• Hosted Exchange lead
• SharePoint site for basic company intranet or
  document storage (ie HR policies, forms)
• Added value with solution-specific templates for
  Project Management, CRM, etc.
• Secure instant messaging and awareness with Live
  Communications Server
• Windows-based web hosting
• Other Windows-based hosting services