7. Conclusion Q&ARisk AnalysisStrategiesMarket Size
EstimationGoal
Opportunities
PHCC
1
EC&M
2
HVCR
3
3,500+ Contractors; 70,000+ Technicians
PHCC Board of Directors Meeting; Quality Service Contractors;
Union-Affiliated Contractors
80,000+ contractors; 130,000+ Technicians / Professionals
Ads on EC&M magazine; Providing answers that professional submit
61 Exhibiting Companies will Attend the Conference
Conference Sponsor; Schedule Sign; Coffee Break; Welcome Sign
$ 6,690 Expense
100 New Customers
$ 3,250 Expense
30 New Customers
$ 5,000 Expense
50 New Customers
Result
Tactics
Industry NetworkingNew Customer
8. Conclusion Q&AStrategiesMarket Size
EstimationGoal
Cooperate
Risk AnalysisTactics
Influence
Exposure
Distribute advertisement in
contractors’ Suppliersto
gain a better Exposureto
the right audience
Reputation
Provide analysis report for
Suppliers to establish a
Win-win condition and to earn
Goodwill
Future
Start training processes in
School to get exposure to
the Next generation of
contractors
Cooperate with contractor
to do periodically Free
examination in
Community
New Customer
10. Conclusion Q&ARisk AnalysisStrategiesMarket Size
EstimationGoal
Social Media
Marketing
Search Cost
Social media presence is a significant factor in ranking calculation.
Higher Inbound Traffic & Conversion
Increase exposure and leads
Feedback Tunnel
Stay alert to bad press also good feedbacks
Brand Awareness
Tactics
New Customer
11. Conclusion Q&ARisk AnalysisStrategiesMarket Size
EstimationGoal
Content
Marketing
Thought Leader
Be a valued contributor of information
Right Audience
Professional connection to groups and individuals
90.00%
10.00%Do not Use Content
Marketing
Use Content Marketing
Percentage of B2B Marketers Using Content Marketing
Brand Awareness
Tactics
New Customer
12. Conclusion Q&ARisk AnalysisStrategiesMarket Size
EstimationGoal
Customer Segregation
Customer age
Customer Analysis
Regression model
Feedback Survey
Cancelling subscription
Actions
After they churn &
Before potential churns
QuantitativeQualitative
Churn Rate
Tactics
Retention Rate
13. Conclusion Q&ARisk AnalysisStrategiesMarket Size
EstimationGoal
Available After Trial Add to Rhino Care Standard
Consulting Service as New Product
BySynthesizing industry databaseand experience wehave, we
grow with our clients
New Product
Tactics
Retention Rate
14. Conclusion Q&ARisk AnalysisStrategiesMarket Size
EstimationGoal
• Personalized Report
Personalized key performance
indicators, with suggestions toimprove
their position.
Monthly phone delivery
• Email Campaign
Weekly news of industry trend and our
insights
Monthly performance evaluation with
industry average.
Available After Trial Add to Rhino Care Standard
New Product
Tactics
Retention Rate
15. Conclusion Q&AStrategiesMarket Size
EstimationGoal
Demo Close Rate
Risk AnalysisTactics
Leads
Reaches
Qualifies
Closes
Cold calling conversion funnel metrics Strategies
Sales Rep
Training
LinkedIn
Group
Follow up
Retention Rate
16. Conclusion Q&ARisk AnalysisMarket Size
EstimationGoal
Roadmap for the first month
Strategies Tactics
Customer Analysis
Professional Connection
Conference Preparation
• More understanding
of clients
• Precise targeting
• Learn from others
25. Appendix 16: Industry Networking Details
Plumbing – Heating – Cooling
Contractors Association
Electrical Construction &
Maintenance
National HVACR Educators and
Trainers Conference
Website http://www.phccweb.org/ http://ecmweb.com/ http://www.hvacexcellence.
Members / Audience
3,500+ Contractors; 70,000+
Technicians
80,000+ contractors; 130,000+
Technicians / Professionals
61 Exhibiting Companies
Sponsorship Opportunities
PHCC Board of Directors
Meeting
Quality Service Contractors
Union-Affiliated Contractors
Political Action Committee
Ads on EC&M magazine
Providing answers that
professional submit
Conference Sponsor
Schedule Sign
Coffee Break
Welcome Sign
Estimate Audiences 4,050+ 80,000+ 500+
Estimate Exp.
$5,500 for 2016
$10,500 for 2017
$10,500 for 2018
$6,690 for 2016
$9,060 for 2017
$12,925 for 2018
$3,250 for 2016
Estimate Rev.
50 New Customers for 2016
100 New Customers for 2017
150 New Customers for 2018
100 New Customers for 2016
150 New Customers for 2017
200 New Customers for 2018
30 New Customers for 2016
Descriptions
The oldest national association
in the construction industry and
the premiere organization for
the PHC professional
The number one online resource
for the electrical operations and
maintenance industry
March 21-23, 2016 in Las Vegas,
Nevada for the 2016 National
HVACR Educators and Trainers
Conference
26. Why: Building Trust and Pre-awareness: Social media users are far more likely to purchase a product or service if they have some pre-awareness. Few
things are more crucial in B2B social media marketing than building up trust in your burgeoning brand.
Content Marketing:
Right Audience
Connect with professional groups and
other business owners to precisely target
the potential customers. Besides Linkedin,
small B2B companies (10-99 employees)
say SlideShare as second most effective.
Thought Leader
Be a valued contributor of information.
Write or share in-depth contents on topics
such as industry trends, profile of
individual decision maker and company
characteristics.
Social Media Marketing:
Better Search Engine Rankings
Social media presence is a significant factor
Google and other search engines uses in ranking
calculation.
Higher Inbound Traffic & Conversion
Without social media, your inbound traffic is limited to
people already familiar with your brand and individuals
searching for keywords you currently rank for.
Feedback Tunnel
Using Twitter search Not only is this important for
staying aware of bad press (and giving you a way to
respond to it), but also for finding good feedback
Appendix 17: Brand Awareness
27. Dig deep into real reasons and take actions. Don’t let constant flow of customers out the back door hurt the business.
Churn
Reason
Regression Analysis
Approach quantitative method in
customer analysis beyond routine
qualitative methods. Collect sufficient
metrics and develop regression
model to find significant relevant
variables.
Survey on Subscription Cancel
When customers decide to
unsubscribe, ask the to fill out a
survey of why they churn.
Actions before Churning
Take actions not only after they churn, but also before potential churns. By analyzing history data we build we can
predict and prevent churning. For example, make phone calls remind the customers why they signed up in the first
place and what is at stake if they leave.
Customer Segregation
Separate customers to young and old by subscription time length(so called customer age) can help develop more
target solutions, because the two or more groups have huge different reasons in churning
*hybrid approach is suggested for calculating LTV too, because there is huge difference.
Appendix 18: Churn Ratio
28. Free Performance Report
By Synthesizing industry database and experience we have, we grow with our clients
Operations reviews
Available after trial Add to Rhino
Care Standard
Email Campaign:
Send weekly news of
industry trend and our
insights .
Release monthly analysis
and charts for clients’ to
evaluate themselves’ overall
performance with industry
average.
Personalized Report:
To assure clients are trending
positively and adhering to a
commonly recognized set of key
performance indicators, with
suggestions to improve their
position.
The service could be delivered
over the telephone or report
monthly.
Increase brand
awareness
Increase user
stickiness
Adding values
to our service
Create extra
revenue
Appendix 19: Consulting Service as New Product
