GTM-TierII
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Transcript of GTM-TierII
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GTM
What
How
Who
Who is the Target Market?
o Engineering Colleges
Principal/Chairman
Placement Officers
o Companies
Campus placement officers
BU Heads
VP/CXO/Director
Can we have a behavioural model?o Relevant ad based on established online behaviour and previous choices?
o Cost?
Why are we building product X?
We are building a product on Tier II cities because
o Companies are finding more and more challenging to attract talent in Tier I
cities and metros. Our product identifies Tier II cities as an attractive
alternative to Tier I cities. The report provides data on
Colleges present
Fresher talent available across specialization
Competitor companies present
Talent available across skills
Salary offered Contract Staffing
Attrition
Living index
Operating costs
o The report will help Hiring Managers look at alternate locations for sources
of Talent
o The report will help Company Management team decide on setting up
business operations in Tier II locations
o The report will help Campus Placement Officers from companies to plan
their annual hiring plan in advance by having a comparative data offresher
talent available across colleges
o The report mainly looks at Talent cost which covers more than 50% of the
operating cost in an IT ecosystem.o The report helps Colleges position their fresher talent to the target
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What is the competition offering?
o Available reports in the industry takes a one sided view of Tier II locations.
o Most reports available in the market look at real estate.
o Information is mostly presented as a news article projecting job
opportunities, viable industries, announcements from the industry,
government
o However consulting companies take up Location Attractiveness Study
based on client request
What is the distribution strategy?o Web download
What should be the pricing metric?
o Segmented pricing (Based on customer segments)
o Per download pricing (Fixed Pricing)
o On demand pricing (based on client request)
o Competitive reference pricing
o Value based pricing (one skill complimentary study or 8 hour dedicated
support or...)
Who is going to use it and why?
o For Answer refer to question
How will be the customer engagement?o Linked In Group for Tier II locations
Create an initial level reachout
Assign a leader to manage the group
Assign an social media executive to manage and spread content and
engage customers
Create metrics to measure ROI
o Similar Strategy for Facebook, Twitter, Tumblr
What is the value of the product X?
o Increase Revenue
Lower capital expenditure in setting up offices in Tier II cities
Lower operating costs in Tier II cities
Reduce employee cost with competitive salary offering
Increase selling through better service availability
Addition of new customers based on presence in newer locations
Lower attrition leads to savings in hiring, training and lower bench
strength
First to move to Tier II location gains competitive advantage
GTM
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How
Who
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What is the market segment?
o Hiring Companies
o Colleges (Engineering Colleges in Tamil Nadu)
The above two segment can be further divided into Tier I, Tier II and Tier III
levels
What is the marketing strategy?
o Classify customers based on segmentation
o Position product to each customer category
o Position pricing with clear value proposition (ability to increase prices ondifferentiated products)
o Identify different sales channels and measure effectiveness of each channel
Telephonic
Email campaign
Social media
o Identify touchpoints that reflect brand Han Digital Brand Strategy
o Measure feedback from customers from the product delivered
o Build customer loyalty leading to increased business
What is the impact creation?
o Identify customers and classify into segments
o Identify impact factors and create a scorecard
Internal factors can be
Quality of the product Speed of product delivery
Did the product meet the expectations
Minimum input maximum output theory
o Measure and report
GTM
What
How
Who
