Marketing Plan Guidelines And Sample Page 15
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19Writing a Marketing Plan
Chapter Two Appendix
77
5.2. Price
In addition to a basic pricing schedule, PeopleAhead will offer bulk pricing and con-
tract pricing to business customers to satisfy unique customer needs. The pricing model
is expected to remain constant, but customer feedback will be analyzed to ensure align-
ment with their requirements.
Making the product (service)
Continuing the new customer acquisition plan, PeopleAhead will encourage
available where and when
new trials by offering promotional pricing to new customers.
consumers want it may seem
somewhat easier for Peo-
5.3. Distribution
pleAhead because of the vast
development of the Internet;
• PeopleAhead Challenge: The PeopleAhead Challenge will act as a primary user ac-
however, the fi rm still needs
quisition strategy. Selection will be focused on successful target segments demanded
to consider how it can ensure
by customers.
people know where and how
• Direct Sales: Direct customer contact is the preferred method of communication
to access its offering.
during the fi rst six months. Telesales is the anticipated eventual sales model, due to
reduced costs and quicker customer sales cycle, but it limits intimacy between the
customer and PeopleAhead. During the initial stages, intimacy and excellent cus-
tomer service are more highly desired than reduced cost, and direct sales achieves
that objective.
• Industry Events: Attendance at HR industry and recruitment events will supple-
ment direct sales efforts.
• Challenge Groups: Word-of-mouth distribution by PeopleAhead members.
5.4. Promotion
• Public Profi ling: When the product is ready, with proper precautions for protecting
competitive advantages, PeopleAhead can increase its Web presence. Strategies include
contributing articles to recruitment publishers, writing op/ed pieces, public profi ling of
the founders on Web sites like LinkedIn, Ziggs, and zoominfo, and blogging.
• Blogger Community Testimonials: Infl uential users of blogs will be invited to try
the system and be granted “exclusive” access to the inner workings of the site. A
subsequent linking blitz will put opinion pieces in front of recruiters, job seekers,
and the investment community.
• Strategic Alliances: PeopleAhead offers a product that complements the services
offered by many large organizations. Partner opportunities exist with
a. Universities, colleges, academic institutions
b. Professional associations, clubs, industry affi liation groups
c. Online associations, groups, blogs
d. Professional services fi rms, outplacement fi rms, and executive search fi rms
The plan offers a specifi c
Strategic alliances serve multiple purposes: They can help PeopleAhead increase
time frame, which recog-
public exposure, increase the user base, expand product offerings, and increase
nizes the potential need to
revenue opportunities. These benefi ts will be considered and partnerships proposed
make changes in the future,
prior to the offi cial launch. For strategic purposes, PeopleAhead prefers to focus on
as the market dictates.
product development in the near term (3 months) and then reassess potential alliances
after system effi cacy has been proven.
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