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CCCD is owned and operated by a seven-year industry veteran Don Digit. Don will
leverage his extensive experience to provide the community with high quality consulting
services. CCCD's competitive edge consists of their unusual ability to explain or teach
complex technical issues to clients of all computing abilities. The ability to translate
complex "computerease" into basic English is an unusual and desired skill. This
competitive edge allows CCCD to empower clients with new knowledge, making them
feel significantly more comfortable in the computing environment where they
now interact in so many activities.
Creative Concepts will offer computer support to clients of two major categories, home
PC users and small office users. These categories will comprise 95% of our operations.
Both Windows OS as well as Macintosh OS can be supported. CCCD offers computer
consulting for software such as the Office Suite, MS Access and other database
applications, Quicken, QuickBooks Pro, Internet technology software, and CD-RW
software.
Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI)
networks, CD-RW installations, hardware repair/replacement, and all issues relating to
broadband connections.
CCCD will rapidly gain market share by offering needed services, outstanding customer
service, and reasonable prices. CCCD projects earnings of $42,845 by year three.
Situation Analysis
CCCD is close to entering their second year of service. The company has been well received , and marketing is now
critical to its continued success. The company offers a wide range of computer consulting for both home users as well
as small businesses. The basic market need is a reasonably priced computer consulting firm that can translate
technical computer information into everyday English, allowing the lay-person to easily understand technical
concepts.
Market Summary
CCCD possess good information about the market and knows a great deal of information about the prized customers.
This information will be leveraged to better understand who is served, their specific needs, and how CCCD can better
communicate with them.
Market Analysis
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Market Needs
CCCD is providing customers with a comprehensive computer consulting service for home users as well as small
businesses. CCCD seeks to fulfill the following benefits that are important to their customers.
Comprehensiveness- CCCD seeks to offer a wide range of consulting services, allowing the customer to be
served with any type of computer issue that they may encounter.
Teaching ability- While the customer is interested in having their computer problems solved, most customers
appreciate being empowered with new abilities and skills, giving them more control within their computing
environment.
Customer service- The customer must leave the session believing that all of their needs were met in a
manner that exceeded their expectations.
Market Trends
The market trend for the use of the PC within the home and the small business environment has been a skyrocketing
increase in usage, to a large degree fueled by the proliferation of the Internet, and more recently by broadband
connections. The relatively new uses of PCs are for the following tasks:
In 1999, 27.8% of the Eugene community used a PC at home. In 2003, that number has soared to 71%. Additionally,
the percent of households that had a home Internet connection was 14% in 1999 and has increased to 64% in 2002.
The use of PC's within small businesses has not significantly grown in terms of the percent of businesses that have
PC's, but the usage of the PC within the business has increased by 39% over a four year period in terms of activities
that are now completed with the use of the computer.
The increased usage of computers in both the home and business environment can be explained by a number of
factors including price decreases, technological improvements, as well as decreases in complexity.
SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the
opportunities and threats facing CCCD.
Strengths
Weaknesses
As a one person venture (at least initially), the number of clients served is dependant on the time available
for the one employee.
The difficulty of building brand equity.
The inability to scale rapidly to meet demand.
Opportunities
Threats
Competition
Both of these companies charge rates in excess of Creative Concepts, we will be able to attract the price-sensitive
market without much work. Our second main advantage is the accessibility of our services. The time conscious
customer will appreciate our swift work.
Additionally, there are several phone based computer help services that offer help via the phone.
Service Offering
Creative Concepts will offer computer support to clients of two major categories, home PC users and small office
users. These categories will comprise 95% of our operations. Both Windows OS as well as Macintosh OS are
supported. CCCD offers computer consulting for software such as the Office Suite, MS Access and other databases,
Quicken, QuickBooks Pro, Internet technology software, and CD-RW software.
Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI) networks, CD-RW installations,
hardware repair/replacement, and all issues relating to broadband connections.
Keys to Success
Critical Issues
CCCD is still in the speculative stages as a computer consultancy as a result of their young age. It is critical that
they continue to take a modest fiscal approach to serving the needs of the clients, expanding only when the demand
of the clients warrants expansion, not for the sake of expansion in itself.
Marketing Strategy
CCCD will employ several programs within their marketing strategy. All of the programs will have the goal of getting
the largest bang for the buck as the marketing budget is fairly limited, but a necessary expenditure. CCCD will employ
advertisements in two local newspapers, the Register-Guard and the Eugene Weekly, as well as provide free
community workshops as a method of networking. The last element of the marketing strategy will be the use of a
robust website that will catalog all of the different services offered by Creative Concepts.
Mission
Creative Concepts Computer Design's mission is to provide the client with the finest computer consulting services
available. CCCD exists to attract and maintain customers. With a strict adherence to this maxim, success will be
ensured. Our services will exceed the expectations of our clients.
Marketing Objectives
Financial Objectives
Target Markets
Creative Concepts Computer Design will provide computer support in both a consulting and technical capacity to
home PC users as well as small business owners. Since Creative Concepts is currently a one-man operation it will be
limited in growth to the capacity of work able to be completed. Personal market research indicates an available
market niche able to be occupied by additional businesses of this nature. The very nature of the computing industry,
with its extraordinary rate of technological development, creates a constant need for businesses skilled in updating
and advising customers on computer-related issues.
The existing computer service market is so extensive that categorizing it is a rather difficult task. For our revenue-
oriented purposes we will define the market as home PC users and small business clients. Home PC users will
provide the majority of our business revenue. These jobs will typically consist of minor upgrades, services and
advising. The small business market will be defined as customers with five or more computers or a network requiring
service or repair.
Positioning
Creative Concepts will position themselves as the premier computer consulting firm in the Eugene community. The
small business community as well as home users will be serviced with professional and effective computer consulting
that will solve users problems as well as empower them with new-found control over their technological environment.
CCCD will leverage their competitive edge to achieve the desired positioning.
CCCD's competitive edge consists of their unusual ability to explain or teach complex technical issues to clients of all
computing abilities. The ability to translate complex "computerease" into basic English is an unusual and desired skill.
This competitive edge allows CCCD to empower clients with new knowledge, making them feel significantly more
comfortable in the computing environment where they now interact in so many activities.
Strategy Pyramids
The single objective is to position CCCD as the premier computer consultancy, serving both home users as well as
small businesses, consistently increasing market penetration. The marketing strategy will seek to generate customer
awareness of CCCD's offered services and grow the customer base, building referrals and customer loyalty.
The message that CCCD will seek to communicate is that they can offer assistance for any type of computer issue
that the customer can think of or encounter. CCCD will employ several different methods of communication. The first
method will be the use of advertisements. Ads will be placed in the Register-Guard, Eugene's daily newspaper as
well as the Eugene Weekly, the arts and entertainment weekly.
CCCD will also use free, community computer presentations/seminars as a communication method. These
presentations will be fairly broad based, general presentations/lectures introducing newbies to computer technology.
The goal of the presentations will be to introduce the community to CCCD and their unique teaching style. The
presentations should develop significant new customer leads.
The last method CCCD will utilize is a comprehensive website that will display CCCD's technological proficiency,
describe their unique competitive edge of an efficient and effective teaching style, as well as catalog all of the
different services offered.
Marketing Mix
CCCD's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion,
and customer service.
Pricing- The pricing schedule is generally based on a per hour rate. However, CCCD is flexible in order to
meet all of the customer's possible needs including a monthly retainer rate for any problems that arise.
Distribution- Generally the services will be offered at the client's home/place of business.
Advertising and Promotion- A multi-pronged strategy will be used for the advertising/promotion campaign.
Customer Service- CCCD is keenly aware of the need to have exemplary customer support in order to
increase their market penetration and achieve sustainable profitability.
Marketing Research
CCCD used primary marketing research to mine data about the market, customers, and their preferences. An
electronic survey was administered to collect the market research. The survey took the form of either an email
document or a form that could be completed online at CCCD's website. The survey was issued to people within the
target market segment. CCCD received a total of 107 returned surveys that provided Creative Concepts with
significant amounts of valuable market research.
To ensure accuracy and validity of the surveys, the survey design was outsourced to a statistics professional. The
added expense of the survey creation was more than rewarded by accurate, valid market research.
Financials
This section will offer a financial overview of CCCD as it relates to the marketing activities. Creative Concepts will
address break-even analysis, sales forecasts, expense forecasts, and how these reports link to the marketing
strategy.
Break-even Analysis
The Break-even Analysis indicates that $463 will be needed in monthly sales to reach the break-even point.
Break-even Analysis
Assumptions:
Sales Forecast
The sales strategy is a prediction of slow, controllable growth. Since there is one employee (initially at least), the
focus will be on quality and attention to detail especially in the beginning to avoid some potential pitfalls encountered
by many new businesses. This should allow for careful examination of variations in demand with regards to season or
holidays and still allow enough flexibility to sufficiently compensate.
Sales Forecast
Sales
Expense Forecast
The expense forecast will be used as a tool to keep the business on target and to provide indicators when a
modification or correction must be made to ensure proper implementation of the marketing plan.
Marketing Expense Budget
Other $0 $0 $0
Controls
The purpose of CCCD's marketing plan is to serve as a guide for the organization. The following areas will be
monitored to gauge performance:
Implementation
The following milestones identify the key marketing programs. It is important to accomplish each one on time and on
budget.
Milestones
Advertising Start Date End Date Budget Manager Department
Total PR Budget $0
Totals $1,650
Contingency Planning
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