Products and Services Our company will sell coffee oriented drinks and water, as well as forensic related items such as: ties, mini 3 ring binders, stop watches, and pencils. Our company will make money by selling the aforementioned goods and through merchandising through our website which includes packages of coffee grounds and Forensic Fountain merchandise (t-shirts, sweatpants, and hats)
Background Our company was self started after the cofounders participated in forensic meets across Wyoming and experienced meets without caffeinated beverages. We decided to create a mobile coffee shop that would travel to meets as well as supply basic forensic materials that participants would need.
Target Customers Our target customers are the competitors at the forensic meets across Wyoming but also include those who run the meet which includes coaches and judges and we also cater to the parents of those competing in the meets. The competitors are students ages 14-19 and our other customers range in ages from early 20’s to upwards of 70 years old. Our target customers for our online site is more directed at the student/competitors because most of our online sales will come from company merchandise but our coffee can be sold to any of the above mentioned customers.
Marketing We will market online by using online ads (posted on the National Forensics League official website), mass customization (allowing our customers to add names to our merchandise) and a blog which will keep customers up to date on our next locations, any changes in our products as well as the results from the meets as the season progresses. For our storefront operations we will use punch cards (for every 10 drinks you purchase you get one free), discounts for the top two places in each event at the meet we are currently operating at, and fliers at the physical location of the meet.
Metrics The metrics we will use for our online presence are: number of page visits, returning visitors, and time spent on our site. The number of page visits will tell us how much traffic we are getting to our site and in turn tell us how many people are hearing about us and if we need to reevaluate our marketing strategy. Returning visitors will help us to gauge if our customers are happy with our service and products because they keep coming back to the site. Time spent on the site will help us determine if the traffic we’re getting means to go to our page of if it was a mistake and they are leaving the page quickly.
CRM The CRM we choose for our business is the Enterprise CRM from Salesforce.com’s Sales Cloud. The CRM system is best suited for our company because we will be seeing repeat customers quite frequently and this system will allow us to keep track of important details for each of our clients and help us tailor our inventory and services to what our customers actually need. This software will cost the company $125 a month after a 30-day free trial.
CRM Software Details This CRM provides numerous features that will be useful in our company, some of which include: task & event tracking, mobile access, mass e-mail, product tracking, real-time quotes, analytics snapshots, territory management, offline access, and custom apps & websites. Using these features and many others Forensic Fountain will be able to keep track of each of its customers and their individual preferences as well as keep event dates organized in a manner that the company can access and use the data will little to no difficulty.
CRM Software Details Cont. This system will ease the workload of employees by allowing them to focus on the service aspect of our company while the numbers and hard facts can be left up to the Sales Cloud system. Task & event tracking and accounts & contacts features will be particularly helpful to Forensic because our travelling coffee shop will need an organized location for all of the events we will be selling our products at and with the number of repeat customers our business will see keeping track of everyone’s preferences would prove extremely difficult without the Enterprise CRM software. Other successful businesses who also utilize this CRM software include CNN, Starbucks, Kaiser, Google, Sprint Nextel and United Way.
Pros of the CRM The Enterprise CRM that will be utilized in our business has many different benefits. Enterprise Solution allows organizations to increase their visibility among their customer base which would prove especially helpful for our business due to the fact that we travel around the state and are not a stationary business. Enterprise is also beneficial because it is a cost effective and easy to use system. Should our business face declines in profits there are other systems of the Sales Cloud we can choose from that would still allow our business to function as before while only giving up limited features of the Enterprise CRM that we were previously using.
Pros of the CRM cont. Enterprise Sales Cloud software also allows our business to be completely in charge of our marketing practices as well as keep track of those campaign performaces. In addition we can manage and analyze those marketing strategies in order to tweak them to best fit our needs. Salesforce Enterprise will also allow our business to manage our partner relations with extreme ease and allow our employees and customer’s input to collaborate on details of the business and any other relevant information needed to forward out business.
Cons of Sales Cloud CRM As mentioned in the previous slides, one of Salesforce.com’s upsides is its flexibility. However, that same “pro” is also seen as a “con” because the CRM has so many options that it can be overwhelming to use for new users. In addition, once you do start using the program the data you input into the system is stored somewhere that you don’t really own. Up on the cloud your information sits virtually asking someone to try and break into it and your business, so security can be an issue for some with this system. Customer reviews have also established that the best method of attack with Salesforce.com is to create your business strategy and THEN start working with the CRM. Otherwise you may have problems syncing other processes to the new CRM or you could just frustrated and put the system on the self for a while.
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