Centra Software
Eureka
Centra Software
Catalogue
Ⅰ Ⅱ Ⅲ BACKGROUND ANALYSIS ALTERNATIVE PLANS
Ⅳ
COMMENTS
Ⅴ
PLAN IMPLEMENTATION
Ⅰ Background
Centra is a pioneer in software eLearning in the fast-growth market. However it faces the threat from WebEx, who sells exclusively over the phone. Now, It is debating how to modify its go-to-market strategy and how to add telesales to improve sales force productivity.
Should Centra concentrate on the enterprise customer and exclude small and mid-size corporations ?
OR
Should Centra ‘fish where the fish are biting’ ?
Ⅱ ANALYSIS
The market for Corporate eLearning and eMeeting the market for eLearning and eMeeting 11 12 10 8 6 4 2 0
1.1
1999年
2004年
The number of Delivery Platforms Vendors the number of Delivery platforms vendors
The one that wins the broadest installed customer base in the least time,
20 20 15 10 5 0 3
survive!
ANALYSIS (Continued)
Competitors
The competition among 20 vendors is very fierce. Comparison between three typical companies is as follows. revenue($ '000) sales spending 25000 51000 revenue per customer($ '000)
technology
sales process
customers
simple
telesales
3300
7.58
WebEx field sales, telesales and enterprise sales
sophisticated
23000 4673
440
52.27
Centra enterprise sales; single-source vendors
sophisticated
2200
20
110.00
Lotus
Not available
ANALYSIS (Continued) technology Positioning
sophisticated
simple
revenue per customer
ANALYSIS (Continued)
Straightforward strategy Market leader in sophisticated end Products from simple to sophisticated R&D capability Rapid growth markets Merger waves
The friction between telesales and field sales Bad financial situation Penetration rather than dissemination Limited experience in enterprise deal Success of new competitor, WebEx Compared with LMS vendors, lack the support from SIs.
Ⅲ Alternative Plans
A
Target customers: All
Centra Software
Catalogue
Ⅰ Ⅱ Ⅲ BACKGROUND ANALYSIS ALTERNATIVE PLANS
Ⅳ
COMMENTS
Ⅴ
PLAN IMPLEMENTATION
Ⅰ Background
Centra is a pioneer in software eLearning in the fast-growth market. However it faces the threat from WebEx, who sells exclusively over the phone. Now, It is debating how to modify its go-to-market strategy and how to add telesales to improve sales force productivity.
Should Centra concentrate on the enterprise customer and exclude small and mid-size corporations ?
OR
Should Centra ‘fish where the fish are biting’ ?
Ⅱ ANALYSIS
The market for Corporate eLearning and eMeeting the market for eLearning and eMeeting 11 12 10 8 6 4 2 0
1.1
1999年
2004年
The number of Delivery Platforms Vendors the number of Delivery platforms vendors
The one that wins the broadest installed customer base in the least time,
20 20 15 10 5 0 3
survive!
ANALYSIS (Continued)
Competitors
The competition among 20 vendors is very fierce. Comparison between three typical companies is as follows. revenue($ '000) sales spending 25000 51000 revenue per customer($ '000)
technology
sales process
customers
simple
telesales
3300
7.58
WebEx field sales, telesales and enterprise sales
sophisticated
23000 4673
440
52.27
Centra enterprise sales; single-source vendors
sophisticated
2200
20
110.00
Lotus
Not available
ANALYSIS (Continued) technology Positioning
sophisticated
simple
revenue per customer
ANALYSIS (Continued)
Straightforward strategy Market leader in sophisticated end Products from simple to sophisticated R&D capability Rapid growth markets Merger waves
The friction between telesales and field sales Bad financial situation Penetration rather than dissemination Limited experience in enterprise deal Success of new competitor, WebEx Compared with LMS vendors, lack the support from SIs.
Ⅲ Alternative Plans
A
Target customers: All