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    Answer Dash

    Uploaded by

    rocky30
    1. AnswerDash is targeting their product at e-commerce companies to reduce cart abandonment, which is a good strategy as e-commerce continues growing. 2. Their pricing model of usage-based contracts that automatically renew is a positive, but billing annually upfront may discourage customers. 3. Their communication and selling efforts like browser plugins and inbound marketing are effective, but targeting middle managers limits visibility and decision makers are important.

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    © All Rights Reserved
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    Answer Dash

    Uploaded by

    rocky30
    2K views5 pages
    1. AnswerDash is targeting their product at e-commerce companies to reduce cart abandonment, which is a good strategy as e-commerce continues growing. 2. Their pricing model of usage-based contracts that automatically renew is a positive, but billing annually upfront may discourage customers. 3. Their communication and selling efforts like browser plugins and inbound marketing are effective, but targeting middle managers limits visibility and decision makers are important.

    Original Description:

    AnswerDash

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    1. AnswerDash is targeting their product at e-commerce companies to reduce cart abandonment, which is a good strategy as e-commerce continues growing. 2. Their pricing model of usage-based contracts that automatically renew is a positive, but billing annually upfront may discourage customers. 3. Their communication and selling efforts like browser plugins and inbound marketing are effective, but targeting middle managers limits visibility and decision makers are important.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views5 pages

    Answer Dash

    Uploaded by

    rocky30
    1. AnswerDash is targeting their product at e-commerce companies to reduce cart abandonment, which is a good strategy as e-commerce continues growing. 2. Their pricing model of usage-based contracts that automatically renew is a positive, but billing annually upfront may discourage customers. 3. Their communication and selling efforts like browser plugins and inbound marketing are effective, but targeting middle managers limits visibility and decision makers are important.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 5

    AnswerDash

    Target Market
    Positives Selection
    1. Choosing an E-commerce company
    Why: Targeting an e-commerce company based on
    research studies and trying to reduce cart abandonment
    was a good move as e-commerce is one area which will
    continue to bloom

    Not so Positives

    1. Customers acquired from teams professional network


    Why: Ideally customers should be unknown and new.
    Known customers are difficult to get revenues from. It is
    also not an indicator that you could convince to sell your
    product.
    2. Targeting a Tyre manufacturer and a Jeweller
    Why: Absence of focus leads to increased acquisition
    costs and brand dilution

    Positives

    Pricin
    g

    1. Pricing as per usage


    Why: Good revenue model leads to improved bottom line.
    However, there has to be a cap on the direct
    proportionality so that beyond a point no further increase
    in cost.
    2. Contracts paid upfront, set to automatically renew at
    the same price
    Why: Automatic renewal is a way we prevent customer
    from thinking about other alternatives and competitors.
    Getting paid up-front ensures liquidity and operational
    capital
    3. End users would still be able to find existing answers
    Why: Number of clicks might at times overshoot the usage
    level due to many factors such as festive season,
    attractive discounts offered by AnswerDashs customer
    etc. Allowing end user to still be able to see the existing
    answers wont impact AnswerDashs customers business.

    Not so Positives

    1. Contracts billed annually & paid upfront


    Why: Very few customers want to pay for the entire year
    up-front, so it is better to have quarterly payments paid
    up-front
    2. Turn-off a customers back-office tools if the cap was
    exceeded before the month had ended
    Why: Instead of turn-off we can have the analytics
    running but hidden to customer and will only show if he
    goes for a top-up. Turn-off leads to customer
    dissatisfaction and loss of data.
    3. Customers would have to wait until the following
    month to be able to publish new Q&A, change certain
    settings, or drill-down in their analytics
    Why: Instead of having a customer wait until next month
    to publish new Q&A, we can roll offers to customer to be
    able to add few questions at a price. Making customer
    wait is a very bad idea.

    Communication and Selling


    Efforts
    Positives

    Not so Positives
    1. Creating a browser plug-in to show how their product 1. Targeting middle managers and not the decision
    looks like on the customers site
    authorities
    Why: A good demonstration is more appealing than many Why: It is leading to relay losses and the decision
    minutes of oral selling & explanation
    authority is not able to appreciate the impact this can
    bring about
    2. Using inbound marketing techniques, participating in
    speaking events, social media content generation and
    hiring a PR for media exposure
    Why: There is no underestimating the power of social
    media and the impact it can have in the current time. So
    inbound marketing is a good way to attract potential
    customers.

    3. Not loosing out on chance meetings to promote


    Why: Leaving no stone unturned and being on the look
    out for opportunities while it may appear good initially to
    sell an idea but it is always better to be focused and
    know which industries or businesses to target.

    3 primary options
    Option-1 the
    Reducing
    number of
    stakeholders in
    decision making
    is hard to
    achieve
    Targeting the
    product at customer
    support manager
    level would rob the
    product off its
    visibility

    Option-2

    Enterprises have
    bigger chunk of
    customers so
    targeting them
    makes sense
    Enterprises will
    provide economies
    of scale, visibility,
    and revenues

    Option-3

    To build a brand
    they better be
    focused

    Targeting companies
    within a domain
    puts paid to high
    acquisition cost as
    competitors readily
    imbibe best
    practices

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