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BUYER VALUES MORE VALUE LESS VALUE

EASE PRODUCT
USERS SPEED QUALITY SERVICE BRAND SOLUTION PRICE OPPORTUNITY
OF USE REQUIREMENT

• Customizable plug-ins EXISTING — HIGH

• Workflow integration
Large enterprise
• User security • Only 15% penetration rate in
(1000+ users) • Tracking and alerts the industry
• Contact sharing

• Workflow integration EMERGING — HIGH

• User security POTENTIAL
Mid-sized organization • Contact sharing
• Tracking and alerts • Efficiency improvement as high
(100-1000 users)
• Remote meeting priority
• Digitization agenda

• Easy navigation NONE — MINIMAL

• Multi-channel
Startups and individuals • The market is crowded with too many
(<100 users) small players, and should NOT be our
target market
 VALUE-BASED SEGMENTATION

SEGMENT A SEGMENT B SEGMENT C

• World class technology • High quality products • Cost effective

Overall
• 600,000 EV by 2030P • Good price/ performance ratio • Easy to operate
strategy • remium products & brand image • Scalability & reliability

• Retain leadership in high-end products • Introduce mid- to low-end products • Introduce low- to mid-end products
Product • Ride the wave of digital and remote work • Digital leads the way • Digital takes the priority
strategy culture • Work with customers to move up • Enter the market aggressively
• Work with customers to grow

• Convey XYZ’s willingness to help customers in a • Raise product awareness through market • Emphasize XYZ products’ good
Marketing digital transition education programs performance/price ratio
strategy • Aggressively push the idea of “Y2K” • XYZ and channel share marketing responsibilities • Stress “easy to operate”
• XYZ takes the main responsibility • Channel takes the main responsibility

• Partnering with channels having industry • Training on XYZ’s new products • Increase geographical coverage
Channel
knowledge and solution capability • Identify channels with expertise in target • Provide marketing support
strategy
industries

• Consistent, responsive customer service • Deliver standard and adequate service • Guarantee cost effective, basic-level of service
Customer
• Customer training • XYZ and channel share responsibilities • Channel takes the main responsibility
service • XYZ takes the main responsibility
 COMPETITIVE MATRIX
THREATS TO OUR
COMPANY
Low High
COMPANY A

• High quality products

High End

• Price competitive against XYZ

• Weak after-sales service

Company B
COMPANY B

• High end products

• For younger demographic
Company C
Mid Range

COMPANY C

• Good price/performance ratio

Company A
• Easy to operate
• Target industry: young professionals
• No system or software support
Low End

COMPANY D
Company D
• Localized training and services
• Target industry: young professionals
• Lowering prices to compete with Company C
 PRIORI
Overall: corporate image building and market education
TY

SEGMENT A XYZ’s continuous commitment to banking

Marketing Strategy

SEGMENT B Brand awareness building

Create Demand
(Market Facing) SEGMENT C Brand awareness building

Objectives Government • Conveying XYZ’s value proposition

Strategy • Project-based initiatives
• Build XYZ brand name
• Grow the new market

STRATEGY
IMPLEMENTATION SEGMENT A
• Premium product/service,
• Solution focused

Product • Quality product

SEGMENT B • Meet customer requirement
Strategy

• Cost effectiveness
SEGMENT C • Standard product
Fulfill Demand
(Internal Capabilities)
• Strengthen relations with channel
SEGMENT A • Account plan & solution focused

Objectives Channel • Increase the number of channels

SEGMENT B • Increase new industry penetration
Strategy
• Build internal infrastructure
• Retain market leadership • Increase number of channels
SEGMENT C • Expand geographic coverage
 PRODUCT PORTFOLIO STRATEGY

HIGH VOLUME

MAINTAIN & ENHANCE

Closely monitor competitors’ encroachment on the target High

industry, adjust product strategies according to the buyer value Volume
migration in the industry, and enhance customer service and Offerings

High
solution capabilities

OUR CAPABILITY
MID VOLUME

REACH & EXPAND

Mid
With moderate effort, enter this segment early, watch for
Volume
opportunities in the non-major clients and large users with Offerings
financial capabilities

Low
LOW VOLUME
Low
ENTER & GROW Volume
This segment represents the most rapidly growing sector with Offerings
the greatest potential. Our product strategy should be to enter
aggressively and help customers grow to a higher level

Low INDUSTRY GROWTH High

 REVENUE VS. MARKET SIZE
The new product expansion strategy will enable us to achieve a CAGR of 56.3% in sales revenue. The total sales of US$ 43M sales in year 5 will
be made of approximately $30M from high end products and about $13M from new products.

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 CAGR

Market Size 18.0 25.9 39.3 59.3 86.0 47.9%

OVERALL XYZ Share 40% 40% 40% 45% 50%

XYZ Sales 7.2 10.4 15.7 26.7 43.0 56.3%

Market Size 11.1 11.1 16.9 25.3 37.0 49.3%

EXISTING PRODUCT XYZ Share 85% 85% 80% 80% 80%

XYZ Sales 9.5 9.5 13.5 20.4 29.6 46.3%

NEW PRODUCT Market Size 0.9 0.9 2.2 6.3 13.4 146.8%
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