Create a marketing Plan for KiboSupport

[jekram]

@Ayesha-Ahmed

Please create a marketing plan/strategy for KiboSupport.

In creating the marketing plan create a structure list of the task will go into the marketing plan. As a next step, I would like to review that.

It should include the competitive analysis for these vendors (you can add more)

LivePerson BoldChat OLark HotLine (Freshdesk) Zopium (Zendesk) Moxie LiveChat Tawk Amazon Mayday SalesForce.com SOS

Identify the customer needs and how these vendors and Kiibosupport are meeting this need or not.

How do we (KibiSupport) differentiate from rest of these products?

What are some of KiboSupport critical gaps?

Please include a SWAT analysis.

What should be the recommended pricing model for KiboSupport?

What should be the Go to Market strategy?

In developing the plan, I would recommend that you talk to local customer and folks at one or more call centers

You should take the lead on this assignment and keep @BushraMunaf informed. You can give her some talk also.

For any technical details please see @sojharo

Create a list of question that you may have that needs clarification.

Also, identify what are the next step once this marketing plan is complete.

Please target 4 weeks for this assignment.

[jekram]

CloudKibo Presentation April 12 2016.pptx

[Ayesha-Ahmed]

Inorder to do a proper comparitive analysis, I need you to answer a few things for me.

1. Is there a list of generic features expected out of all these competitors you listed?
2. Who exactly is the target audience/customer group of these competitors and of Kibosupport? (Are there any names of the businesses you aim to reach here in Pakistan or abroad)
3. Is there an established customer base/clients of our competitors?

[Ayesha-Ahmed]

Awaiting your response so that I can continue with my work.

[jekram]

First of all. My apology for late reply.

Is there a list of generic features expected out of all these competitors you listed?

The market in the past has been about providing support either via Phone call or Chat on the web, integration with support tracking system. Now the market has evolved so there are additional requirements like having Chat from a Mobile device and in some cases screen sharing, audio, video and file transfer.

Amazon introduced Mayday, and you should watch that.

https://www.youtube.com/watch?v=beIky1mV3eQ

Who exactly is the target audience/customer group of these competitors and of Kibosupport? (Are there any names of the businesses you aim to reach here in Pakistan or abroad)

In the sales and support target, the audience would be any business where he need slightly complex. The current tools meet 80+% of the market needs where the question is not complex and can be resolved either by chat or an a phone call.

There are cases where the use case is slightly complicated, and it may require visual aid. In those case screen sharing becomes a requirement.
The current set of tools asks customers to many questions which can send from the mobile application itself.

Take the example of an Airline Mobile app and if you call or chat the mobile app, then your identity and flight information can be sent by the mobile app to the agent. So in these case, the agent is helping with better context.

The CUSTOMER is the SAME and the use case is the same. However, new technologies will enable better sales and support experience.

It will be easier for you to target customers in Pakistan vs. US. In either case, we have to look for progressive and forward-looking companies or call centers.

We would give away the product for initial customers so we can learn from them.

Is there an established customer base/clients of our competitors?

Every business has sales and support use case. However, not every business has gone digital.

Also, there would be new companies.

We should also expect that soon the existing vendor will fill the technology gap of Mobile and Screen Sharing.

The key would be for us to focus on a small set of customers. Make then extremely satisfied with their use case. Learn from it and then go forward.

[Ayesha-Ahmed]

Dear Sir,

PFA the weekly update and the screenshot attached of how I went about the comparative analysis. Also please let me know if I can have a meeting with you tomorrow (tuesday) at 1PM PST?

Thankyou.

Regards, Ayesha

On Sun, Apr 24, 2016 at 10:25 PM, Cloudkibo notifications@github.com wrote:

Is there a list of generic features expected out of all these competitors you listed?

The market in the past has been about providing support either via Phone call or Chat on the web, integration with support tracking system. Now the market has evolved so there are additional requirements like having Chat from a Mobile device and in some cases screen sharing, audio, video and file transfer.

Amazon introduced Mayday, and you should watch that.

https://www.youtube.com/watch?v=beIky1mV3eQ

Who exactly is the target audience/customer group of these competitors and of Kibosupport? (Are there any names of the businesses you aim to reach here in Pakistan or abroad)

In the sales and support target, the audience would be any business where he need slightly complex. The current tools meet 80+% of the market needs where the question is not complex and can be resolved either by chat or an a phone call.

There are cases where the use case is slightly complicated, and it may require visual aid. In those case screen sharing becomes a requirement.

The current set of tools asks customers to many questions which can send from the mobile application itself.

Take the example of an Airline Mobile app and if you call or chat the mobile app, then your identity and flight information can be sent by the mobile app to the agent. So in these case, the agent is helping with better context.

The CUSTOMER is the SAME and the use case is the same. However, new technologies will enable better sales and support experience.

It will be easier for you to target customers in Pakistan vs. US. In either case, we have to look for progressive and forward-looking companies or call centers.

We would give away the product for initial customers so we can learn from them.

Is there an established customer base/clients of our competitors?

Every business has sales and support use case. However, not every business has gone digital.

Also, there would be new companies.

We should also expect that soon the existing vendor will fill the technology gap of Mobile and Screen Sharing.

The key would be for us to focus on a small set of customers. Make then extremely satisfied with their use case. Learn from it and then go forward.

— You are receiving this because you were mentioned. Reply to this email directly or view it on GitHub https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-214003824

[jekram]

Thanks. I am on the road and will review it before the meeting

Yes. I can meet at 1 PM on Tuesday. Prefer if we do it Noon. Please let me know.

[Ayesha-Ahmed]

That'd be great! :)

[jekram]

Q: Noon or 1 PM ?

[jekram]

Also nothing was attached ?

"PFA the weekly update and the screenshot attached of how I went about the comparative analysis."

I can do 1 PM or Noon. However, would prefer Noon.

[Ayesha-Ahmed]

Weekly update.pptx

[Ayesha-Ahmed]

1 PM. Also sorry for the attachment part, I attached it initially but I have no idea why it didn't appear.

[Ayesha-Ahmed]

I have a class at noon, that's why I can't.

[jekram]

Np. We would meet at 1 PM

[Ayesha-Ahmed]

Weekly update2.pptx

PFA!

[Ayesha-Ahmed]

This is the form I am circulating to the relevant contacts

http://goo.gl/forms/MkFKQZza4z

[Ayesha-Ahmed]

Sir, how exactly do you expect us to reach to the different customers to pitch in our idea? I mean should I find a relevant contact? Or should I contact their head office? What do I tell them if I am contacting the head office? I do have a potential customer in mind in clothing industry.

[jekram]

There are multiple options. If you have a phone number then call and make face to face appointment. or else we can send survey questions and ask them to fill out the survey in it ask if they would be willing to talk on the phone or a webinar.

Picking up the phone and calling head office or head of sales or head of customer service is the best approach.

[Ayesha-Ahmed]

In reference to the marketing plan, I discussed this with my marketing teacher, she has a good knowledge of the field. She suggested me to do the following:

1. Make 2 lists of the customers we aim to target. List A - Those with no customer support plan installed as of now. List B - Those who have already deployed a customer support system.
2. Email List A the plan/proposal regarding the service/product. And pitch in the idea through an email. Follow up after a week if they don't reply through a call.
3. Email List B your proposal along with special emphasis on the competitive advantage you are offering.
4. For pricing model, knowing the different fixed and variable costs is essential. We can't possibly price our product without knowing the cost structure. For e.g, employee costs, server costs etc are to be known so we can determine a fair price.

In order to carry out the first step, please let me know the different industries (specific online shopping businesses) you want me to reach out other than the clothing ones. For eg yayvo.com (TCS), eatoye.pk, etc. Also it'd be great if you can send me any documentation that has been prepared regarding our service so that it can be attached with the email I send to the customers. Let me know if I am required to prepare one.

[BushraMunaf]

Asak Sir,

Me and Ayesha would like to have a meeting with you on tuesday this week at 1pm. Let me know if you are available at that time.

Thank you

On Fri, May 6, 2016 at 4:40 PM, Ayesha-Ahmed notifications@github.com wrote:

In reference to the marketing plan, I discussed this with my marketing teacher, she has a good knowledge of the field. She suggested me to do the following:

1. Make 2 lists of the customers we aim to target. List A - Those with no customer support plan installed as of now. List B - Those who have already deployed a customer support system.
2. Email List A the plan/proposal regarding the service/product. And pitch in the idea through an email. Follow up after a week if they don't reply through a call.
3. Email List B your proposal along with special emphasis on the competitive advantage you are offering.
4. For pricing model, knowing the different fixed and variable costs is essential. We can't possibly price our product without knowing the cost structure. For e.g, employee costs, server costs etc are to be known so we can determine a fair price.

In order to carry out the first step, please let me know the different industries (specific online shopping businesses) you want me to reach out other than the clothing ones. For eg yayvo.com (TCS), eatoye.pk, etc. Also it'd be great if you can send me any documentation that has been prepared regarding our service so that it can be attached with the email I send to the customers. Let me know if I am required to prepare one.

— You are receiving this because you were mentioned. Reply to this email directly or view it on GitHub https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-217418245

[jekram]

Salam

Yes. That would work. I also owe you and Bushra few items. I have been crazy busy.

Let's talk on Tuesday

Jawsid

---

From: BushraMunafmailto:notifications@github.com Sent: ‎5/‎8/‎2016 2:52 AM To: Cloudkibo/Marketing_Internsmailto:Marketing_Interns@noreply.github.com Cc: Cloudkibomailto:jekram@gmail.com; State changemailto:state_change@noreply.github.com Subject: Re: [Cloudkibo/Marketing_Interns] Create a marketing Plan for KiboSupport (#4)

Asak Sir,

Me and Ayesha would like to have a meeting with you on tuesday this week at 1pm. Let me know if you are available at that time.

Thank you

On Fri, May 6, 2016 at 4:40 PM, Ayesha-Ahmed notifications@github.com wrote:

In reference to the marketing plan, I discussed this with my marketing teacher, she has a good knowledge of the field. She suggested me to do the following:

1. Make 2 lists of the customers we aim to target. List A - Those with no customer support plan installed as of now. List B - Those who have already deployed a customer support system.
2. Email List A the plan/proposal regarding the service/product. And pitch in the idea through an email. Follow up after a week if they don't reply through a call.
3. Email List B your proposal along with special emphasis on the competitive advantage you are offering.
4. For pricing model, knowing the different fixed and variable costs is essential. We can't possibly price our product without knowing the cost structure. For e.g, employee costs, server costs etc are to be known so we can determine a fair price.

In order to carry out the first step, please let me know the different industries (specific online shopping businesses) you want me to reach out other than the clothing ones. For eg yayvo.com (TCS), eatoye.pk, etc. Also it'd be great if you can send me any documentation that has been prepared regarding our service so that it can be attached with the email I send to the customers. Let me know if I am required to prepare one.

— You are receiving this because you were mentioned. Reply to this email directly or view it on GitHub https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-217418245

---

You are receiving this because you modified the open/close state. Reply to this email directly or view it on GitHub: https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-217706784

[BushraMunaf]

Respected Sir,

We just got to know that an internship test is scheduled for 1pm tomorrow. Therefore, I would request if you can postpone the meeting at evening timings or whenever it is feasible for you. Also, our final exams are starting from friday 13th May and will end on 24th May. Please let us both know what you decide.

On Sunday, May 8, 2016, Cloudkibo notifications@github.com wrote:

Salam

Yes. That would work. I also owe you and Bushra few items. I have been crazy busy.

Let's talk on Tuesday

Jawsid

---

From: BushraMunaf<mailto:notifications@github.com javascript:_e(%7B%7D,'cvml','notifications@github.com');> Sent: ‎5/‎8/‎2016 2:52 AM To: Cloudkibo/Marketing_Interns<mailto: Marketing_Interns@noreply.github.com javascript:_e(%7B%7D,'cvml','Marketing_Interns@noreply.github.com');> Cc: Cloudkibo<mailto:jekram@gmail.com javascript:_e(%7B%7D,'cvml','jekram@gmail.com');>; State change<mailto: state_change@noreply.github.com javascript:_e(%7B%7D,'cvml','state_change@noreply.github.com');> Subject: Re: [Cloudkibo/Marketing_Interns] Create a marketing Plan for KiboSupport (#4)

Asak Sir,

Me and Ayesha would like to have a meeting with you on tuesday this week at 1pm. Let me know if you are available at that time.

Thank you

On Fri, May 6, 2016 at 4:40 PM, Ayesha-Ahmed <notifications@github.com javascript:_e(%7B%7D,'cvml','notifications@github.com');> wrote:

In reference to the marketing plan, I discussed this with my marketing teacher, she has a good knowledge of the field. She suggested me to do the following:

1. Make 2 lists of the customers we aim to target. List A - Those with no customer support plan installed as of now. List B - Those who have already deployed a customer support system.
2. Email List A the plan/proposal regarding the service/product. And pitch in the idea through an email. Follow up after a week if they don't reply through a call.
3. Email List B your proposal along with special emphasis on the competitive advantage you are offering.
4. For pricing model, knowing the different fixed and variable costs is essential. We can't possibly price our product without knowing the cost structure. For e.g, employee costs, server costs etc are to be known so we can determine a fair price.

In order to carry out the first step, please let me know the different industries (specific online shopping businesses) you want me to reach out other than the clothing ones. For eg yayvo.com (TCS), eatoye.pk, etc. Also it'd be great if you can send me any documentation that has been prepared regarding our service so that it can be attached with the email I send to the customers. Let me know if I am required to prepare one.

— You are receiving this because you were mentioned. Reply to this email directly or view it on GitHub < https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-217418245

---

You are receiving this because you modified the open/close state. Reply to this email directly or view it on GitHub:

https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-217706784

— You are receiving this because you were mentioned. Reply to this email directly or view it on GitHub https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-217709841

[jekram]

@Ayesha-Ahmed @BushraMunaf @sojharo

1. Instead of 1 PM let's meet at 9 PM on Tuesday.
2. Take time off from 13th May to 24th May. However, when you come back please make it up.

[BushraMunaf]

Alright

On Tuesday, May 10, 2016, Cloudkibo notifications@github.com wrote:

@Ayesha-Ahmed https://github.com/Ayesha-Ahmed @BushraMunaf https://github.com/BushraMunaf @sojharo https://github.com/sojharo

1.

Instead of 1 PM let's meet at 9 PM on Tuesday. 2.

Take time off from 13th May to 24th May. However, when you come back please make it up.

— You are receiving this because you were mentioned. Reply to this email directly or view it on GitHub https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-217973037

[jekram]

@Ayesha-Ahmed @BushraMunaf @sojharo

Please make the meeting at 8 PM instead of 9 PM.

[jekram]

@Ayesha-Ahmed

Ayesha: Let me respond to your questions and observations: “In reference to the marketing plan, I discussed this with my marketing teacher, she has a good knowledge of the field. She suggested me to do the following:

1. Make 2 lists of the customers we aim to target. List A - Those with no customer support plan installed as of now. List B - Those who have already deployed a customer support system.
2. Email List A the plan/proposal regarding the service/product. And pitch in the idea through an email. Follow up after a week if they don't reply through a call.
3. Email List B your proposal along with special emphasis on the competitive advantage you are offering.
4. For pricing model, knowing the different fixed and variable costs is essential. We can't possibly price our product without knowing the cost structure. For e.g, employee costs, server costs etc are to be known so we can determine a fair price.”

_Steps 1 to through 3 sounds fine. Let’s try it out and learn from it. In regards to the pricing model. Please do not worry about our cost. We should price it based on value not based our cost. The two primary factors that go into pricing what is the value we provide to the customer and what other are charging for it. Our short-term focus should be on customer adoption and for that, we would offer trails where they can use the product for free during the trial period.

****_In order to carry out the first step, please let me know the different industries (specific online shopping businesses) you want me to reach out other than the clothing ones. For eg yayvo.com (TCS), eatoye.pk, etc.

**_The support is an old problem and traditionally people have provided support through call centers and then in the last two decades the support has been complemented by chat. As chat is more cost effective than making phone calls. If you explore the current vendors, you will find the customers segments they are serving, and you will find it is very broad. The current focus is either phone call or chat. The current tools used by the support industry is very old and are using very archaic tools that do not meet the needs of today’s environment. Amazon Mayday is a typical example where they are using internet audio, internet video and screen sharing to resolve the problem. Today’s customer wanted to resolve the problem quickly, and when to contact support they may be calling from the browser, smart phone or iPad and in each case the layout of the screen is different. So the customer we should go after where the need is more than simple chat. The industry we should go after initially who are the early adopter of technology and are trying to use the internet to expand their market. That are selling product and services locally and globally. We can target eCommerce companies first. What we have at this stage is a complete solution for any company selling and supporting their product on the Web. We need to start deploying on customers as trails, so we get the feedback. We should set up some very specific targets for adoption and rollouts. You tell me what the steps necessary to achieve these goals are. Target customers:

1. June 1 early adopter
2. July 2 additional trial customers
3. Aug 4 additional trial customers
4. Sep 8 additional trial customers I would not worry about cost at this stage. Think of these customers as loss leaders. _

**Also, it'd be great if you can send me any documentation that has been prepared regarding our service so that it can be attached to the email I send to the customers. Let me know if I am required to prepare one.

No, we do not have any prepared marketing and sales material. Please create a plan on what we need. So in this area, we need to have better messaging on our website. Some PowerPoint presentations and some demos. The best place to start is to learn from the existing vendors. @BushraMunaf @sojharo

[jekram]

Ayesha.docx

[jekram]

CloudKibo Presentation May 9 2016.pptx

[BushraMunaf]

Respected Sir,

There was a miscommunication at my side, I didnt know the meeting was scheduled for 8pm instead of 9PM. I know its such a busy schedule at your side, but et me know if you can still have a meeting. Or I can you update on a word file. My apologies for this miscommunication.

On Tue, May 10, 2016 at 12:52 PM, Cloudkibo notifications@github.com wrote:

CloudKibo Presentation May 9 2016.pptx https://github.com/Cloudkibo/Marketing_Interns/files/256628/CloudKibo.Presentation.May.9.2016.pptx

— You are receiving this because you were mentioned. Reply to this email directly or view it on GitHub https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-218084110

[jekram]

@BushraMunaf

We missed you. I can understand the miscommunication.

My rest of the day is very hectic.

So just update me on the word file

[jekram]

@Ayesha-Ahmed

This is FYI. No action required.

Please visit this website www.talkray.com

Also see this issue Cloudkibo/Android#84

[Ayesha-Ahmed]

What do you think of the idea of branding our service?

[jekram]

Please say more. What do you mean by branding our service?

[Ayesha-Ahmed]

Branding entails developing proper logo, website, brochures and pamphlets for the company in order to raise recognition in the market. I know website is already in place but it can be made better and creative. Have a look at the following for reference: https://www.zopim.com/ https://www.olark.com/

An active social media campaign with the help of a graphic designer in the team will at least mark our existence in the market. Its just an idea though. Can be tweaked with, according to our aim.

[BushraMunaf]

That is what I am suggesting for CloudKibo as well. To cater the target audience properly, we need to create a facebook page, update on twitter and distribute pamphletes. I can give an idea how a logo must look like but a graphic designer can design it. Also when we are comparing our web-page with competitors web-pages, we can identify many faults at our side ( which we have already discussed earlier). Sojharo and I decided to start up CloudKibo marketing campaign with a facebook page. Where I will add a demonstrative video showing key instruction of CloudKibo usage. But before this we need to design a logo which grabs attention and a better web page.

On Friday, May 27, 2016, Ayesha-Ahmed notifications@github.com wrote:

Branding entails developing proper logo, website, brochures and pamphlets for the company in order to raise recognition in the market. I know website is already in place but it can be made better and creative. Have a look at the following for reference: https://www.zopim.com/ https://www.olark.com/

An active social media campaign with the help of a graphic designer in the team will at least mark our existence in the market. Its just an idea though. Can be tweaked with, according to our aim.

— You are receiving this because you were mentioned. Reply to this email directly, view it on GitHub https://github.com/Cloudkibo/Marketing_Interns/issues/4#issuecomment-222100661, or mute the thread https://github.com/notifications/unsubscribe/ARiJaoA2-ME94ZMuq-uDaJ3LcsVqxJT7ks5qFreggaJpZM4IJGdV .