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1. Other Considerations

1.1. M&A?

1.2. Risk Analysis & Mitigation

2. Sale and Marketing

2.1. Marketing Strategy

2.1.1. Market Analysis Situational Analysis / Drivers What is driving us to do this? SWOT Analysis Customer Findings - What have we learned from customers? Competitive Analysis Do we have competitors and threats in these target markets with the proposed offerings? What are our competitors doing and how are they positioning? How do we position against each competitor? Target Customer(s) Buyer Profile Influencer Profile User Profile What do customers want and need? What business problems do each of these customers have? What pain are we solving? Customer Segmentation Which customers or sets of customers do we sell to? What are the target market segments that we want to go after? What are the distinct problems for each segment of the market? Total Available Market New Prospects Existing Customers

2.1.2. Positioning & Messaging What is the key messaging and positioning for the service offer? (Pain, alternatives, solution) How do we communicate internally? How do we communicate externally?

2.1.3. Promotion Strategy Marketing Programs (Installed base versus new prospects) Advertising (Publications, etc.) Analyst Relations (Target Analysts) Public Relations Events (Trade shows, SEO/SEA, Seminars) Webinars

2.1.4. Marketing Channel On-line Off-line

2.1.5. Demand Generation & Lead Qualification How do we generate and qualify new leads for the target offer? Prospect Lists Key Questions to Ask Sales Collateral Presentations Data Sheets White Papers ROI Tools Other Sales Tools (web site, etc.)

2.2. Sales Execution Plan

2.2.1. Sales Strategy Direct Sales Strategy Inside Sales Strategy Channel Sales Strategy

2.2.2. Partner Strategy Channel Strategy What 3rd party channels should we consider for reselling this service? Technology Partnerships What technology vendors (if any) do we need to work with to execute on this plan? Solutions Partners

2.3. Measure and Improve

2.3.1. Hard-wear

2.3.2. Numbers, budget, waterfall, break-even (cost>leads>trials>deals)

2.3.3. Sales Programs

2.3.4. Accelerated Learning Strategy, Controls, Metrics

2.3.5. Include feedback loops

2.3.6. Include financial metrics (definition of success)

2.3.7. Pipeline reports, etc…

3. Development

3.1. ZFU Position

3.1.1. Revenue Membership Events Advertisement Revenue Analysis Revenue Forecasts Cost Analysis Profitability Analysis What is the Value Proposition to the Customer?

3.1.2. What are we selling?

3.1.3. Product Definition

3.1.4. Pricing

3.1.5. Packaging

3.1.6. Positioning

3.2. Collaboration

3.2.1. Culture Art Fashion Literature Travel Film Music Countries Relationship Health Beauty

3.2.2. Basic Dining Restaurants Chief Food Drinks Living Housing Education Medical Business Transports Sea Land Air Clothing Dress Wear

3.3. Branding Exposure

3.3.1. Active Advertisement On-line Off-line Event In-house Event Invitation Magazine Placed Hotel Airline Lounge Restaurants Cool call Event List Subscribed Email

3.3.2. Passive Press In-house news Reporter Inquiry E-mail Telephone Customer review Invitation Networking Event Charity Event Sponsor Event

4. ZFU Team

4.1. Structure

4.1.1. Kelvin CEO HR Director BD HR Director Strategy Director SZ SZ Lounge

4.2. Communication

4.3. Culture

4.3.1. Meeting Weekly meeting Directors Report

4.3.2. Staff Party

4.4. Project Team

4.5. Related Documents

4.6. Event Team

4.7. Sign-Off List

4.7.1. Training

4.7.2. Channels

4.7.3. International

4.7.4. Public Sector

4.7.5. Sales

4.7.6. Marketing Communications

4.7.7. Product Management

5. Executive Summary

5.1. Service Package Development

5.2. Customer and Market Analysis

5.3. Customer Pitch

5.4. Sales Execution Plan

5.5. Marketing Exposure