This is my team's final client presentation for the business consulting class at the University of Washington. The majority of the quarter was spent analyzing the company (in every sense of the word) and creating a marketing plan for them to utilize. This presentation is the cumulation of three months and represented a large portion of my team's grade.

1. Alex Diaz | Crystal Fong | Jeff Ka | Suzy Parikh | Dale Wilson

2. Objective
B2B Online Target
Introductions Marketing Presence Industries
Financials Execution Conclusion

3. Agenda
Introductions
Business-to-Business Marketing
Online Presence
Target Industries
Financials
Execution
Conclusion

5. Conferences
Global Gaming Expo Microsoft SharePoint Casino Marketing
(G2E) Conference Conference
B2B Online Target
Introductions Marketing Presence Industries
Financials Execution Conclusion

6. B2B Marketing
B2B Online Target
Introductions Marketing Presence Industries
Financials Execution Conclusion

7. CRM
1 Store client information
2 Track employee correspondence
3 Research start-up companies
B2B Online Target
Introductions Marketing Presence Industries
Financials Execution Conclusion

8. Online Presence
Search Social
Website Engine Media
Optimization Marketing
(SEO) (SMM)
B2B Online Target
Introductions Marketing Presence Financials Execution Conclusion
Industries

9. Website Research Findings
B2B Online Target
Introductions Marketing Presence Financials Execution Conclusion
Industries

10. SEO Research Findings
Idea Entity
B2B Online Target
Introductions Marketing Presence Financials Execution Conclusion
Industries

11. SMM Research Findings
B2B Online Target
Introductions Marketing Presence Financials Execution Conclusion
Industries

12. Target Industries
What new industries have a SharePoint
need?
How SharePoint can be used within
these industries?
B2B Online Target
Introductions Marketing Presence Industries Financials Execution Conclusion

13. Target Industries
University
and Beverage Franchise
College
B2B Online Target
Introductions Marketing Presence Industries Financials Execution Conclusion

14. University
and Beverage Franchise
College
Constantly
Information shared
changing product Geographically
across numerous
lines, large number dispersed offices
departments
of clients
Supply chain
Website Creation, Communication
management,
Collaboration and performance
Customer service
Portal tracking
tracking
Shoreline
Coca-Cola Legal Services
Community College
B2B Online Target
Introductions Marketing Presence Industries Financials Execution Conclusion

15. Financials
Highlights:
Good:
2011 Net Income of $51,426
No Debt
Quick Ratio of 2.33
B2B Online Target
Introductions Marketing
Financials Execution Conclusion
Presence Industries

16. Financials
Revenues: 2011 2010 2009 2008
Service Revenue 7,138,562 7,086,134 6,225,812 4,213,945
Product Revenue 60,000 0 0 0
Other 36,503 10,865 9,610 22,629
Total Revenues 7,235,065 7,096,999 6,235,423 4,236,575
Revenue Revenue Growth Rate
$7,500,000 50.50%
$7,000,000
$6,500,000 40.50%
$6,000,000
30.50%
$5,500,000
$5,000,000
20.50%
$4,500,000
$4,000,000 10.50%
$3,500,000
$3,000,000 0.50%
2008 2009 2010 2011 2008-2009 2009-2010 2010-2011
B2B Online Target
Introductions Marketing
Financials Execution Conclusion
Presence Industries

17. Financials
Revenues: 2011 2010 2009 2008
Gross Profit Margin
Service Revenue 7,138,562 98.7% 7,086,134 99.8% 6,225,812 99.8% 4,213,945 99.5% 50.00%
Product Revenue 60,000 0.8% 0 0.0% 0 0.0% 0 0.0%
45.00%
Other 36,503 0.5% 10,865 0.2% 9,610 0.2% 22,629 0.5%
40.00%
Total Revenues 7,235,065 100.0% 7,096,999 100.0% 6,235,423 100.0% 4,236,575 100.0%
35.00%
Cost of Goods Sold
Direct Labor -
Client Site 3,330,378 46.0% 3,013,121 42.5% 2,807,739 45.0% 1,380,168 32.6% 30.00%
Direct
Subcontractors 2,007,607 27.7% 1,965,809 27.7% 1,462,747 23.5% 998,451 23.6% 25.00%
Other 36,450 0.5% 200,475 2.8% 0 0.0% 0 0.0%
20.00%
Total COGS 5,374,436 74.3% 5,179,406 73.0% 4,270,486 68.5% 2,378,619 56.1%
15.00%
Gross Profit 1,860,630 25.7% 1,917,593 27.0% 1,964,937 31.5% 1,857,955 43.9% 2008 2009 2010 2011
B2B Online Target
Introductions Marketing
Financials Execution Conclusion
Presence Industries

18. Financials
• Decreasing Revenue Growth
Concerns • Decreasing Profit Margins
• Financial stability to take on
Solutions new projects
• Expand into new markets
B2B Online Target
Introductions Marketing
Financials Execution Conclusion
Presence Industries

19. Implementation
Primary Objectives
Secondary Objectives
B2B Online Target
Introductions Marketing
Financials Execution Conclusion
Presence Industries

20. Implementation Timeline
Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
March June Sept Dec March June
Web Presence
SMM
SEO Website
Join Organizations
Evaluate
SharePoint
B2B Marketing
Conference
Casino
Marketing Seattle
Intelligence
Conference Conference
LinkedIn Advertising
Create CRM Database
CRM
Update CRM Database
B2B Online Target
Introductions Marketing
Financials Execution Conclusion
Presence Industries

21. B2B Online Target
Introductions Marketing
Financials Execution Conclusion
Presence Industries

22. Q&A

23. Q&A
Business-to-Business Marketing Financials
 Conference Financials Statement
 LinkedIn Ads Cost Estimates
 CRM
Execution
Online Presence Timeline
 Web Analysis Table Balanced Scorecard
 Web Recommendation
 SEO
 SMM
 Facebook
 Blog
 Idea Entity Web Site
Target Industries
Beverage Coca-Cola Case Study

24. Cost Estimates
LinkedIn Advertising: $10 per advertisement per day
x 15 advertisements
$150 per day
x 30
$ 4500 per month
Conference Fees: $ 400 per conference
CRM Licensing: $44 per user per month
x 5 users
$200 per month

25. Idea Entity
Comparative Income Statement
Statement Type:
Statement Date: Income Statement
Unaudited
12/17/11
($000) %
Unaudited
12/31/10
($000) %
Unaudited
12/31/09
($000) %
Unaudited
12/31/08
($000) %
Revenues:
Service Revenue (Staffing & Software) 7,138,562 98.67% 7,086,134 99.85% 6,225,812 99.85% 4,213,945 99.47%
Product Revenue 60,000 0.83% 0 0.00% 0 0.00% 0 0.00%
Other 36,503 0.50% 10,865 0.15% 9,610 0.15% 22,629 0.53%
Total Revenues 7,235,065 100.00% 7,096,999 100.00% 6,235,423 100.00% 4,236,575 100.00%
Cost of Goods Sold
Direct Labor - Client Site 3,330,378 46.03% 3,013,121 42.46% 2,807,739 45.03% 1,380,168 32.58%
Direct Subcontractors 2,007,607 27.75% 1,965,809 27.70% 1,462,747 23.46% 998,451 23.57%
Other 36,450 0.50% 200,475 2.82% 0 0.00% 0 0.00%
Total COGS 5,374,436 74.28% 5,179,406 72.98% 4,270,486 68.49% 2,378,619 56.14%
Gross Profit 1,860,630 25.72% 1,917,593 27.02% 1,964,937 31.51% 1,857,955 43.86%
Expenses:
Payroll Taxes 386,005 5.34% 58,540 0.82% 62,366 1.00% 739,108 17.45%
Insurance 157,977 2.18% 203,705 2.87% 165,442 2.65% 179,788 4.24%
Employee Benefits 179,068 2.47% 209,378 2.95% 136,054 2.18% 79,665 1.88%
Recruiting 33,884 0.47% 23,691 0.33% 21,777 0.35% 26,190 0.62%
Depreciation 0 0.00% 19,384 0.27% 14,636 0.23% 0 0.00%
Non-Billable Overhead 526,710 7.28% 685,565 9.66% 710,468 11.39% 629,854 14.87%
Marketing 26,674 0.37% 12,246 0.17% 2,960 0.05% 1,000 0.02%
Other 498,943 6.90% 562,181 7.92% 454,966 7.30% 340,689 8.04%
Total Expenses 1,809,260 25.01% 1,774,691 25.01% 1,568,669 25.16% 1,996,294 47.12%
Operating Income 51,370 0.71% 142,902 2.01% 396,268 6.36% -138,339 -3.27%
Total Other Income (Expenses) 57 0.00% 1,866 0.03% 6,704 0.11% -635 -0.01%
Net Income 51,427 0.71% 144,768 2.04% 402,972 6.46% -138,974 -3.28%

26. Idea Entity
Comparative Balance Sheet
Statement Type:
Statement Date:
Assets:
Balance Sheet
Unaudited
12/17/11
($000) %
Unaudited
12/31/10
($000) %
Unaudited
12/31/09
($000) %
Unaudited
12/31/08
($000) %
Current Assets:
Cash and Equivalents 317,614 31.53% 216,167 20.00% 221,465 24.75% 220,296 36.25%
Accounts Receivable 393,648 39.08% 611,851 56.60% 412,834 46.14% 276,318 45.47%
Deposits 9,800 0.97% 8,300 0.77% 8,300 0.93% 0 0.00%
Prepaid Expenses 53,877 5.35% 0 0.00% 0 0.00% 0 0.00%
Other 0 0.00% 65,299 6.04% 134,425 15.02% 75,202 12.38%
Total Current Assets 774,939 76.94% 901,617 83.40% 777,024 86.85% 571,815 94.10%
Fixed Assets:
Computer Equipment 151,573 15.05% 111,827 10.34% 87,232 9.75% 59,127 9.73%
Software 2,732 0.27% 0 0.00% 0 0.00% 0 0.00%
Total Fixed Assets: 154,305 15.32% 111,827 10.34% 87,232 9.75% 59,127 9.73%
Less Accumulated Depreciation 55,569 5.52% 55,569 5.14% 37,931 4.24% 23,296 3.83%
Net Fixed Assets 98,736 9.80% 56,257 5.20% 49,300 5.51% 35,831 5.90%
Other Assets:
Europe Expansion 133,570 13.26% 123,146 11.39% 68,398 7.64% 0 0.00%
Total Assets: 1,007,244 100.00% 1,081,020 100.00% 894,722 100.00% 607,646 100.00%
Liabilities:
Current Liabilities
Accounts Payable 165,597 16.44% 102,814 9.51% 124,709 13.94% 108,633 17.88%
Credit Cards 22,273 2.21% -544 -0.05% 0 0.00% 50 0.01%
B&O Taxes Payable 96,423 9.57% 198,179 18.33% 70,199 7.85% 48,199 7.93%
Accrued Salaries & Wages 0 0.00% 96,756 8.95% 122,151 13.65% 109,243 17.98%
Payroll Liabilities 45,501 4.52% 11,821 1.09% 14,128 1.58% 161,942 26.65%
Other 3,000 0.30% 0 0.00% 19,500 2.18% 32,014 5.27%
Total Current Liabilities 332,794 33.04% 409,027 37.84% 350,686 39.19% 460,082 75.72%
Total Liabilities: 332,794 33.04% 409,027 37.84% 350,686 39.19% 460,082 75.72%
Equity:
Capital Stock 5,000 0.50% 5,000 0.46% 5,000 0.56% 5,000 0.82%
Distributions -68,317 -6.78% -16,811 -1.56% -6,500 -0.73% -51,476 -8.47%
Paid in Capital 23,500 2.33% 23,500 2.17% 23,500 2.63% 23,500 3.87%
Retained Earnings 714,268 70.91% 660,305 61.08% 522,036 58.35% 170,540 28.07%
Total Equity: 674,451 66.96% 671,994 62.16% 544,036 60.81% 147,564 24.28%
Total Liabilities & Equity: 1,007,244 100.00% 1,081,021 100.00% 894,723 100.00% 607,646 100.00%

27. Idea Entity
Calculated Ratios
Financial Ratios
Industry Averagesa
Statement Type: Unaudited Unaudited Unaudited Unaudited IT Services Staffing
Statement Date: 12/17/11 12/31/10 12/31/09 12/31/08 (All) (All)
EBITDA 52,430 164,340 418,389 -108,474
EBITDA Margin 0.72% 2.32% 6.71% -2.56% 5.20% 1.60%
Gross Margin 25.72% 27.02% 31.51% 43.86% 76.30% 44.00%
Operating Expenses 25.01% 25.01% 25.16% 47.12% 73.60% 42.90%
Operating Income 0.71% 2.01% 6.36% -3.27% 2.70% 1.10%
Net Profit Margin 0.71% 2.04% 6.46% -3.28% 1.50% 0.60%
Liquidity Ratios
Current Ratio 2.33 2.20 2.22 1.24 1.67 1.68
Quick
Ratio 2.33 2.20 2.22 1.24 1.36 1.31
Accounts Receivable Days 19.59 31.04 23.83 23.48 51 26
Accounts Payable Days 11.09 7.15 10.51 16.44
Debt
Ratios
Debt-Equity Ratio 0.49 0.61 0.64 3.12 1.53 1.09
aAverages obtained from Hoover's
Online

28. Balanced Scorecard
Strategy Objective What will be Target Goals If target goals are
measured not met, what new
initiatives should be
undertaken?
Customer -Differentiate -Find out how the -Number of -Qualify 4-8 leads - Re-evaluate the
themselves by their company compares qualified leads per month customer’s
SharePoint services within the industry objective
-Sales Closing Rate - 25% Sales Closing
-Discover their Rate (1-2 new sales - Consider
target clients -Retention Rate per month in additional services
SharePoint services) besides SharePoint
-100% Retention
Internal -Deliver quick and -Develop solutions -Customer - Gain above 90% - Follow-up with
innovative solutions based on Satisfaction Rate Customer overall discussion
comprehensive Satisfaction Rate for improvement
industry knowledge
and creativity
Financial -Increase Profit -Increase Revenues -Amount of revenue -$12 million in one - Re-assess
Perspective Margin from SharePoint year profitability of
services -$50 million in five SharePoint
years development

29. Website Comparison Table

30. Website Recommendation
• Implement call to action
• Create and upload more case studies
• List quantified results
• Add a "SharePoint Services" tab
B2B Online Target
Introductions Marketing Presence Financials Execution Conclusion
Industries

31. Beverage – Coca Cola Case Study
Issues –
• Mobile staff
• One-way, push-down communication
Solution –
• Employee portal
• Employees can leverage SharePoint team sites
Benefits
• Place of action
• Centralize info and data
• Difficult to find files, but now it is all shared
• Helps security - control access to info
• Drives effectiveness and efficiency

32. Online Presence - Blog

33. Online Presence - Facebook

34. B2B Marketing – LinkedIn Ads

35. Online Presence – Idea Entity Website