Midterm Presentation
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Midterm Presentation
KATIE KELLY
MICHAEL CRUMP
JAKE ZHANG
TREY CLINTON
AUSTIN BROWNING
Role of Marketing 437 Team
Students at the University of Alabama Sales Program were delegated the
responsibility of commercializing a new technology developed by the
Office for Technology Transfer (OTT)
Activities include:
Prospecting clients using a databases and research methods
Contacting prospects via e-mail and telephone
Participate in teleconferences with prospective buyers
Maintain communication and relationships with key prospects
Industries
The industries we chose to pursue this technology in were:
Entertainment
Medical
Telemedicene
Surgical Supplies
Military
Busienss Communications
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Technology – Name
Full name of technology:
Multi-layer Integrated Unequal Error
Protection with Optimal Parameter
Determination for Video Quality GranularityOriented Transmissions
Technology – 3 Parts
Cross Layered Design that utilizes FEC schemes
Raptor code with RCPC Codes
Unequal Error Protection
Technology – Base Concept
Packet losses occur when transferring video data
Prioritized data
Prevents video degradation
Objectives
25 meetings with qualified leads with Dr. Hough/OTT staff
Establish relationships with 100 qualified prospects and obtain
contact information to maintain these relationships after the
completion of the semester
Complete industry competitive analysis report
Improve our sales skills and obtain professional experience
Methodology
Research and Prospecting
E-mailing Prospects
Calling Prospects
Scheduling and Executing Teleconferences
Maintaining Communication with potential leads
Phase 1 – Research
Reseach Criteria:
Growth
Revenue
Annual sales
Potential usees
Major costs
Internal factors
External factors
Phase 2 – Prospecting
CAN Modeling was used for prospecting
CAN Model
Characteristics:
Entertainment: internet content providers, news aggregate sites
Activities:
Surgical supplies: utilizing or selling surgical supplies or cameras
Needs
Military communication: higher quality video over wireless Internet,
more reliable video streams, and better security
Phase 2 - Prospecting
75 companies from each of the 5 team members
Online research, Hoover’s Database, and search
engines were used to obtain contacts
Collected leads in Podio
Phase 2 - Prospecting
Phase 2 - Prospecting
Commence communication stage by reaching out
through either online forms or emails
After e-mail communication, the next step was to
obtain a referral to appropriate representative to
discuss the technology
During the interim between phone and e-mail
communication, attention is shifted toward
preparation and research
A timeline is then developed that maps out specific
agendas for each prospect
Contact Timeline
PREPARATION
Send Email
Fill out Form
Obtain
responses
Locate
appropriate
representative
Exchange
emails and
schedule
phone call
Buffer Call
Discover
wants and
needs
Teleconference
Include Inventor
Specific wants
and needs
Phase 2 – Phone Calls
Attention Calls
Buffer Calls
Teleconference
Individual Industry Analysis
Business Communications Prospects
Pexip
Vaddio
Zoom
Business Communication Recommendations
Eliminate large market players who already have
large research and development departments
Focus on mid-sized companies
Explore more prospects who outsource the video
streaming for specific companies
Entertainment Prospects (Large)
Gawker Media
Boing Boing
Hearst Corporation
Entertainment Prospects (Small)
mPortal
StreamGuys
Packet Video
Entertainment Recommendations
Eliminate the large market players due to their lack of
R&D capacity and lack of interest
Focus on mid to small sized companies
Focus more on content delivery providers rather than
content providers
Reallocate one member to a different industry
Military Prospects
Motorola
Honeywell
ViaSat
Military Recommendations
Evaluate after one week
Follow up with ViaSat with additional information
Reevaluate current prospects to ensure they utilize
some form of video streaming
Telemedicene Prospects
Insight Telepsychiatry
Carena, Inc.
ACT Conferencing
Telemedicene Recommendations
Maintain current prospects that have shown interest
or given feedback in emails
Continue to expand in this industry
Reevaluate after 1-2 weeks
Surgical Supplies Prospects
CAIRE Inc.
MiMedex Group Inc.
Stryker Corp
Surgical Supplies Recommendations
Follow up email to all three prospects
Phone calls to all prospects that have not heard back
from
Phase 3