mintzberg

Topics: Web hosting service, Customer service, Management Pages: 5 (1537 words) Published: August 12, 2014
Marketing strategy
“Company A” Limited – Business Plan Commentary Business Plan - EXAMPLE Strictly Private & Confidential -- for internal use only --ConfidentialityThis document is only to be issued following the receipt of the Non DisclosureAgreement (NDA). This document may not be disclosed to any third party withoutthe prior written authorisation by “Company A” Limited. This document may onlybe disclosed to your officers and professional advisers on condition that they tooagree to be bound by the terms of the NDA.Basis of Information MemorandumThis document has been prepared to provide a guide to the Business implementingits growth strategies and the detail has been checked and approved by theDirectors of the Business. However the Directors of the Business are not makingany Representation or Warranty as to the fairness accuracy or completeness of thecontents of this document.Potential acquirers, investors or lenders must conduct their own reviews andsatisfy themselves in terms of the Business and its prospects for the future. TheDirectors accept no liability for any loss or damage whatsoever which may occur asa result of reliance on the information in this document.Questions and requests for further information regarding the Business should bemade in strictest confidence to:Joe BloggsManaging Director“Company A” Limited Page 1 of 26 “Company A” Limited – Business Plan Commentary “Company A” Limited Business PlanSection Description PageA Executive Summary 4B Background 5C The Organisational Business Model 6D Intellectual Property and trademanks 7E The Target Market – Hosting Services 7F Sales and Marketing 11G Competition 14H The Directors & Management Team 16I Financial Information 17 Appendix A – 5 Year Financial Forecast 18 Appendix B – Vertical Sector Growth Drivers 27 Page 2 of 26 “Company A” Limited – Business Plan CommentaryA. EXECUTIVE SUMMARY“Company A” Limited is a middle tier hosting company with a focus on high levels of technicaland customer support based in Marlow, Buckinghamshire. It is managed by its two foundingdirectors and has an annual turnover of just under £1m, a customer base of around 600customers and a team of 10 employees. It is growing its revenue slightly above the industryaverage and exceeds industry best practice KPIs. The company is a Microsoft Certified Partner.The Hosting market in the UK is set to grow by 11.5% CAGR over the next 5 years from a baseof £746m in 2008. This growth being driven to by factors that fit well with the economic climate– cost reduction, increased efficiency, scalability and flexibility. In addition, the Hosting market ispopulated with a wide range of similar product offerings often only differentiated by relativelysmall technical variables. Being competitive in this market relies on adding value by additional orperipheral services such as consultancy and high levels of technical service supportThe opportunity for “Company A” lies in providing value-added services that deliver costreduction, increased efficiency, scalability and flexibility.“Company A” has a product range to compete with the best providers with ready-to-go serversystems through to highly complex solutions. It is the leading supplier of Filemaker databasehosting in the UK and is a Microsoft Certified Partner. In addition “Company A” alreadypositions itself in the market as a providing significant added value through its service levels.It provides a superior level of hand-holding and technical support that differentiates itself fromother hosting providers.“Company A” is well positioned to convert this opportunity into significant growth with itsexisting product range and high service levels but has identified a need to increase its marketvisibility. It has therefore created a plan to develop its sales and marketing structure which willcapitalise on this opportunity and double its revenue over the next three years. Core to thisplan is investment in three target growth areas with low cost of sale that...
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