Case Study - "Temporary Assignment to
Develop
a Complex Sales Process and Test"
|
Company Description
|
Texas Telecom/Software/eCommerce Startup |
Company Situation
and Problem |
A
startup company selling software to apartment management, broadband access to
residents, advertising on their TV portals to local merchants, and
e-commerce
partnerships to major national firms. The key challenge was to coordinate
four different simultaneous "sales" to four different audiences in the most
effective and efficient way. Acting as Interim VP Sales, a Paladin
Partner went on site to conduct research, develop a sales strategy, hire and
train the initial sales management personnel, establish sales processes, and
conduct a live market test to prove the concept and profitability,
preparatory to securing funding for national roll-out.
|
| Paladin Actions & Recommendations |
A plan
was developed that divided the sales process into logical phases. First was
selling the management software and revenue concept to Apartment Managers.
Second, each apartment complex was targeted for a 30-day sales blitz, during
which two sales people would sign up residents for broadband access through
their TV set or PC. Simultaneously, a second team of two people would sell
advertising on the resident’s TV portal to local retailers. Then the "new
account" blitz teams would move on to another geography, replaced by a single
"account manager" who would continue to sell and service the signed and
unsigned residents and merchants. Penetration models, pricing models, sales
materials, promotions, and sales targets were also developed at this stage.
National eCommerce agreements were pursued separately.
|
| Client Results |
= |
A small team was hired to test the product and plan. Test
sites were selected and over 60 days product modifications, pricing, and
sales process refinements were tested and implemented. |
|
= |
The initial plan was substantially verified, resident
subscriber rates exceeded 75% of connected apartments and 35% penetration of
high speed internet (rates far in excess of general broadband penetration
levels). |
|
= |
Over 150 local merchant participated, including over 100
subscribing to special, higher margin offers. |
|
|
The revenue model was verified, and short-term
profitability was demonstrated. |
| |
From Startup to Successful Proof of
Concept
in 6 Months |
|
