Make IT Work - Recommendations for creating an enhanced business model to improve the bottom-line and expand business nationally.

1. Angel, Katrina, Neerja
March 20, 2012

2. I. Introduction
II. Recommendations for Expansion
III. Overview
 Business Model
 Approach to Customer Service
IV. Competitive Landscape
 Who are They
 How is Make IT Work Different
V. Benefits and Risks
CONTENTS
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3. Competition is Fierce
• Low Barriers To Entry
– Large retail-supported services
nationally
– Regional players with similar CVP
– One- man shops of various
services
• Low Switching Costs
– Easy to imitate services
– Easy to substitute with other
services /products
• Limited Differentiation
– Little difference of service
specialties
– Solving issues trumps customer
service
– Availability can be replicated
Who Does IT Services
Source: USC MIW Case March 2010
Introduction
Make IT Work is a Southern Californian IT Technical Service
Company trying to expand.
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4. 1. GO national
 Leverage partnerships to build in-store presence
 Distribution via partner networks
 Continue focus on technical services
= Increase brand awareness & credibility
2. Create & Coach a Network of Support
Specialists
 Regional training centers and coaches
 Expand recruiting function
 Increase coaching (clear policies)
 Blended learning : live and web-based training
 Similar to model used with insurance agents
= Scalability for national reach
RECOMMENDATIONS FOR EXPANSION
We recommend that MIW expand by focusing on 4 areas.

5. 3. Enhance Operations
 Automated self-service online reservation system
 Cloud infrastructure
 24 hours/Emergency calls
 More robust internal communications
= Speed, Scalability, business intelligence
4. Improve Marketing
 Adjust branding
 Highlight technology Concierge service
 Push more Digital Advantage Membership
 Education as marketing tool
 Invest in national ad campaign
= Grow Customer Base & Brand Awareness
The Neighborhood
Computer
Support Company
RECOMMENDATIONS FOR EXPANSION
Continued…
The Neighborhood
TECHNOLOGY
Support Company
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6. Value Proposition
•Delighted
Customers
•Home Service
•Re-service or
refund
•Annual
Membership
•Free Concierge
Support for New
Technology
Purchase
Interface
•Phone
Appointment
Scheduling (takes
less than 4
minutes)
•Well trained
Technology
Consultants
Service Platform
•Phone Reservation
from 8am – 7pm
•Engineered IT for
Growth
•Single database
•MIWALL – phone
app for internal
communication
•Web-based CRM
•Car Fleet
Organizing Model
•Partnered with
Costco In
September 2011
for 20 stores in SC.
•Tech Radio Show
on KNX 1070
•Webinars
Revenues/Cost
• Premium prices for
services
•Refunds for non-
delighted
customers
•Hourly/Annual
fixed service
charges.
•Cost- staff training
•Car Fleet
CURRENT VISOR MODEL
Make IT Work’s focus on Delighted Customers drives their
business model.
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7. Value Proposition
•Delighted
Customers
•Home Service
•Re-service or
Refund
•In-store
experience
•Annual
Membership
•Free Concierge
Support
Interface
•Phone
Appointment
Scheduling (takes
less than 4
minutes)
•Web based
scheduling system
•Well trained
Technology
Consultants
Service Platform
• Provide 24-Hr
Service Option
•Engineered IT for
Growth
•Use Cloud service
for database
•A two way
communication
app for internal
communication
Organizing Model
•Partnered with
Costco In
September 2011
for 20 stores in SC
•Use partnerships
for in- store
presence
•Tech Radio Show
on KNX 1070,
webinars – Limit.
•Drop-off Service
Revenues/Cost
•Premium prices for
services
•Refunds for non-
delighted
customers
•Hourly/Annual
fixed service
charges.
•Nominal charges
for in-store service
•Cost- staff training,
Cars
RECOMMENDED VISOR MODEL
Incorporating our recommendations maintains the Delighted
Customer focus while allowing for expansion.
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8. COMPETITIVE RESPONSE
Business
Model Criteria
One –Offs
That dude
Regional
www.tristatetek.com
National
Geek Squad
Customer
Value Prop
Thanks for coming
over to fix this!
I know this guy. He’s
cheap
I hear they’re good.
Look, they got a bunch
of locations
Where I bought it is
where I can get it fixed
Profit
Formula
• Delight Customers
= Repeats
• Manage scale and
scope carefully
• Hands On With
Employees
• Maintain minimal
overhead
• Capture near pure
revenue
• Manage
unpredictable
customer pipeline
• Develop brand/image
• Provide a variety of
services
• Spread infrastructure
and overhead costs
across areas
• Identify good/bad
customers
• Focus on convergent
solutions
• Invest in People
Development
Key Processes
& Resources
• Fast response
• Consistent
performance
• Reputation and
referrals
• Strong individual
skill set
• Expand IT
Infrastructure
• Maintain flexible
reservations
• Increase Staff/
Certifications
• Integrate operational
functions
• Report on robust KPIs
• Maintain stores/
physical presence
Adapted from: “Reinventing Your Business Model,” Harvard Business Review
MIW should phase expansion from Regional to National by
adopting key elements of competitor business models.
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9. COMPETITIVE POSITION
Education and
Consultation
Technical
Services
Local/Regional
National
One-
offs
National Players
Regional Players
High Touch
Low Touch
Moving towards a national presence by using consultation as
creative marketing will help MIW stand out from competition.
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10. BENEFITS & RISKS
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Going National
• Distribution through Costco network
• Increases brand awareness and
credibility
Create & Coach a Network of Support
Specialists
• Supports National Customer Base
• Competitive in National arena
Operations
• IT Systems Scalability
• Better Data = Better Business
Intelligence= Better Decisions
Marketing
• Partnerships, radio and consultations
services help reach national audience
for brand awareness
Going National
• Difficult to maintain precision in level of
service and customer delight
• Costco can impose squeeze on margins
for cost
Create & Coach a Network of Support
Specialists
• Time consuming and expensive
• Potential consistency issues
Operations
• Complexity of integration
• Management costs of data and reporting
Marketing
• National campaigns can be expensive if
MIW doesn’t use partnerships
+ -

11. QUESTIONS
?
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