Strategy and Implementation Summary
Roth & Calder Telemarketing Professionals' business strategy is to establish a focused approach to its services rather than being everything to its clients. Our company does not intend to be a call center, nor will it ever become so. We are a consulting firm that designs telemarketing campaigns for its clients and matches these clients with the appropriate call center who has the necessary capabilities. These services are where we can offer a higher standard of quality to our clients. This will allow us to charge a higher profit margin to our clients for these differentiated and more focused services. This will also require average project times to be somewhat longer, and therefore we expect initial profitability levels to be lower than average.
5.1 Marketing Strategy
In order to attract clients, R&C will begin to contact promising organizations and offer free initial consultations, and initial contracts at reduced prices. These promotions will allow us to begin to make our reputation. In addition, Mr. Roth and Ms. Calder will be traveling to six conventions across the Eastern part of the country during the first year of operations where we will have booths to advertise our services. Finally we will be setting up cold calls to potential clients and have half- and full-page advertisements in various publications catering to local businesses and organizations.
5.2 Sales Strategy
R&C's management will be focusing on leveraging its employee's established reputations and contacts in the telemarketing industry to generate contracts. Both Mr. Roth and Ms. Calder have been in the industry for many years and experience shows that many of their existing clients will still wish to work with them despite having to establish new contracts with R&C. We also understand that we may need to lower prices in our first couple of years in order to attract new customers and close deals.
Mr. Roth has been actively seeking to acquire a large contract with Magraw Construction over the past seven months. This company is the largest single residential contractor on the East Coast and has been seeking a telemarketing consultant for a customer survey project to be launched in the near future. R&C believes that its chances of acquiring this contract are excellent.
5.2.1 Sales Forecast
Sales forecasts are based on the various contract projects we anticipate acquiring. Anticipated revenues are based on average costs per project based on estimated time and complexity of project plus an undisclosed profit margin. The company does not have any significant direct costs of sales. We have broken up our total projected sales into the various size companies we expect to attract as clients.
- Large companies – predominently large projects
- Medium companies – varied projects
- Small companies – mostly small projects