MKT 3300

MARKETING PLAN
GROUP 5

4/2013

Chanel Pedroza
Doug George
Sami Reme
Arooaj Kahlun
Trevor Dupree
Nicole Watson
Eric Jackson

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TABLE OF CONTENTS
PAGE #

SECTION #

DESCRIPTION

Introduction

Section 1

Description of Business Enterprise

4-5

Section 2

Market Analysis

Section 3

Target Market and Segmentation

7-8

Section 4

Marketing Strategy

9-11

Section 5

Financial Projections

12-14

Section 6

Implementation and Controls

Executive Summary

Executive Summary
Today, the business software market is becoming saturated with various types of
software. The purpose of software is to accommodate its user in every possible way. The
industries within this market lack an all-in-one business software that delivers convenience,
security, and ease of use. We strive to deliver a well-rounded business software product that is
unique, in that it integrates Cloud computing, Peachtree, and TurboTax.
eNovation is a company in its first year of operation within the United States, and believe
that the key to effective software is minimizing costs, time, and effort. Our goal is to assist
entrepreneurs and new companies with their business startup. Not only will we keep up with
technological advances, but we will go above and beyond to provide the best product and
services for our customers.

Section 1 - Description of Business Enterprise

Mission StatementOur mission is to satisfy customers requirements and desires by going beyond software to
provide solutions that transform lives.

Vision StatementOur vision is to:

Ensure that every customer will thrive in the worlds economy.

Provide state of the art financial and accounting software that is both accurate and

reliable.
Deliver systematic business and managerial software that is geared for success.

Section 2 - Market Analysis

FEATURES:

Integrates with Intuits TurboTax and Peachtree accounting software

Cloud computing compatible with existing Operating Systems and associated office
software

ATTRIBUTES:

Simultaneously submit tax information while completing accounting bookkeeping

Access your business information anywhere, anytime, always... guaranteed!

BENEFITS:

Eliminates the need for an accountant, bookkeeper, and tax specialists (less expenses)

Keeps investors and business leaders involved and connected

Section 2 - Market Analysis (continued)

LOCATION
OF FACTOR

TYPE OF FACTOR
FAVORABLE
Strengths:
Cloud computing compatible with
existing reputable Operating Systems and
their associated office software

Internal

External

UNFAVORABLE
Weaknesses:
Cloud glitches could hinder reputation
if not addressed promptly

Integrates with Intuit's TurboTax and

We have an un-established reputation
Peachtree accounting software
An innovative product that encompasses New to Business Plan Software market
every aspect of a business, and caters to
each
Opportunities:
Advance our product and services in
order to support businesses

Threats:
Possibilities of cloud system
malfunction and shortage of memory

There is a growing demand for cloud

computing

LivePlan offers access anytime,

anywhere

Evolving our product over time by

responding to changes in business
software demands
Product priced significantly cheaper
than other business plan software on the
market

Business Plan Pro offers advanced

financial forecasting option
BizPlan offers professionally crafted
GAAP business financial forecasting
models
Competes with Business Plan Pro as the
#1 leading business plan software

Section 3 - Target Market and Product Focus

Targeted Characteristics Our Product Benefits
ACHIEVERS (13%)
Targeted Characteristics
Our Product Benefits
busy lives; they are often
Pioneering software which
interested in a variety of timeeliminates the need for an
saving devices
accountant, bookkeeper, and
tax specialist
goal-oriented lifestyles

Reduces expenses of
paying for financial services

INNOVATORS (8%)
Targeted Characteristics
Our Product Benefits
Receptive to new ideas and Pioneering software that
technologies
utilizes cloud computing,
which keeps investors and
Their lives are characterized business leaders involved and
by variety
connected

EXPERIENCERS (12%)
Targeted Characteristics
Our Product Benefits
They seek variety and
Innovative software that
excitement, savoring the new, eliminates the need for an
the offbeat, and the risky.
accountant, bookkeeper, and
Quickly become enthusiastic tax specialist
has integrated cloud
about new possibilities
computing

Section 4 Marketing Strategy

Positioning statement:

Our product is an enterprise resource system that incorporates accounting and secure cloud
computing; therefore, providing a seamless process relative to competitors.

_____________________________________________________________________________________
Product:

GOAL: Provide business software that encompasses Accountings Peachtree software and Intuits
TurboTax, along with secure cloud computing to store business data.
o

Tactic 1: IRS and Accounting Services by certified experts

Tactic 2: Offering secure cloud service supported by professional technicians.

Tactic 3: Available on CD and instant internet download

Price:

GOAL: $599.99 full retail price

o

Tactic 1: (First year) instant rebate of $149.99. Customer pays $450.

Tactic 2: Offering $49.99 per month payment plan online only; upon month 12, customer
will have paid $599.88.

Placement:

GOAL: To make our product easily accessible/convenient to purchase/obtain

o

Tactic 1: Sell product online (CD)

Tactic 2: Sell product online (Instant Download)

Tactic 3: Sell product in major retail outlets

Promotion:

GOAL: To inform and persuade customers (B2B) about our product.

o

Tactic 1: Advertisement

TV

Magazines

Internet

Tactic 2: Social Media:

Twitter

Facebook

YouTube

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Section 5 Financial Projections

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Section 5 Financial Projections (continued)

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Section 5 Financial Projections

Debt and Equity Capital

Profit

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Section 6- Implementation and Controls

MONTH 1
(WEEK 1)
1. Funding: We have acquired $500,000 from investors and $500,000 from an interest only
loan. This totals $1,000,000 in capital.
2. Begin Production: Upon market analysis, eNovation anticipates selling 128,304 units
within the first year. The total units have been divided into quarterly production
segments. For the first quarter, we will manufacture 32,076 units.
(WEEK 2)
3. Website creation: eNovation will create a company website to provide options to order the
product CD online. There will also be an option for customers to download the product
over the internet, providing instant access.
(WEEK 3)
4. Social Media Promotion: YouTube
We will create a video describing our product, its unique features, and how it is extremely
beneficial. Our goal is to get as many views as possible by displaying our ad as a
commercial.
5. Social Media Promotion: Facebook
eNovation will build a Facebook business page. On our wall, we will release product
information and news, and use it mainly as a medium for advertisement.
6. Social Media Promotion: Twitter
We aim at getting celebrities and iconic figures to endorse our product. eNovation will
release Tweets regarding our product information and news
(WEEK 4)
7. Promotion: Internet Paid Advertisement
eNovation will use popular search engines, such as Google, Bing, and Yahoo! Search to
extend our advertisement to a wide range of potential customers.
8. Promotion: Magazines Advertisement

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We will use popular business and economic magazines, such as Fortune, The Wall
Street Journal, and Forbes. These magazines provide updates regarding politics,
economics, business, and finance.

9. Promotion: Television Advertisement

eNovation plans on using ESPN, MSNBC, ABC, CNBC, and FOX. These are news
channels that provide live broadcasting and current news to their audience.
MONTH 2
(WEEK 5)
10. Pre-ordering available to public:
By offering pre-ordering option, this will allow us to see the effectiveness of our
promotional strategies. Additionally, offer pre-ordering in stores and online will help
us determine quantities to ship to replenish retail inventory, and in determining future
sales.
(WEEK 6)
11. Analyse Pre-Order volume:
This allows us to predict whether to increase promotional methods, and anticipate how
many units to produce during the first quarter to meet demand.
12. Exclusive Distribution to retailers:
Within the first three years, we will exclusively distribute our software to Best Buy,
Office Depot, OfficeMax, and Staples.
13. Logistics:
We are using UPS as our contracted transportation resource for the first year of
production. They have agreed to make shipment nationwide to stores and to customers
who ordered their product.
(WEEK 7)
14. Offering in-store product demonstrations:
The product demonstrations will show the customer how data can be converted
seamlessly amongst various platforms. It will allow customers to experience it before
purchasing it.
15. Offering online product demonstrations:
This allows customers to experience our software in the convenience of their own home.
It will allow customers to experience it before purchasing it.

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MONTH 3
(WEEKS 8-9)
16. Release product to the public online:
At this point, our website is functional. eNovations website is compatible with PayPal,
and also accepts debit and credit card payment methods, along with monthly
payment plans.
17. Release product to the public, in-stores:
All stores will be stocked with our product at this point. We will have accountability of
in-store inventory
(WEEK 10)
18. Promotion:
Our full retail price is $599.99. During the first year of operation, we will offer a rebate
in stores and online for $149.99. eNovations is also offering an online promotion of
$49.99 per month payment plan, for twelve months.
(WEEKS 11 - 12)
19. Product software adjustments:
We will address any software issues customers report, and time-sensitive measures taken
address these issues
20. Review quarterly implementation plan:
By reviewing our implantation plan, this will allow us to strategically plan for the next
quarter.