PARTsolutions Confidential Sustaining Competitive Advantage Through Part Reuse 2008 Marketing...

PARTsolutions Confidential

Sustaining Competitive Advantage Through Part Reuse

2008 Marketing Strategy

Chris WillPARTsolutions, LLC. 2007-2008. All rights reserved. Confidential

The Standard In Reuse


Marketing Goals

• Development of Marketing Strategy• Development of Marketing Plan

• Key Assumptions:• Limited Marketing Budget• Limited Resource to Execute Marketing• Limited Sales Force • Does not incorporate Current Business Numbers

• Revenue Breakdown• Product Margin


SituationalAnalysis


Situation Analysis

• Self Evaluation• Gather Input• Review• Build Strategy


Market Situation

• Engineers are comfortable downloading parts

• It Is Perceived the end userwill not pay for parts

• OEM (Autodesk) interested in continuing free content hubs

• Signing other content – including competitors

• SolidWorks interested in creating content hub

• Machine Design is Multi-Format – Exclusive to PARTsolutions

• Have links though to competitor sites

• PDM libraries perceived as “having catalog problem solved”

• Earlier adopters are learning PDM library needs next generation

• Smaller companies think $2K-5K/seat too expensive

• “As much as CAD system”

• There needs to be perceived affordable packaging

• People Expect to get access to content and share

• Large Customers find the management of the solution more valuable than the catalog content


Marketing Review

• Lead Generation– Huge Database on PARTserver– Get some calls - website

Low percentage fall into our target (too few seats)– Some Leads from Europe Customers

• Active Programs• Webinar Campaign started

• Active Collateral• Needs to be updated to align with messaging

• Awareness– Very Limited – Advertising/Shows/Events– Did Automotive E-tool years – ago – got 1 e-catalog customer DE-STA-CO– ASME Booth at NDES & DE-STA-CO at assembly tech– Limited Branding– Limited Awareness of the product category

• Endorsement• Have Customer Success Stories• Have white paper on our solution – does not address positioning with PDM• No Industry Endorsement of the product category

• Limited Resource to execute marketing


Customer Prospect Segmentation

Customer ProfilePARTsolutions

Key Business Issue Catalog Content

•Vendor Catalogs

•Standards Catalogs

Configurator

•Quick Custom Designs utilizing standard parts

•Sales configuration automation

Professional

•Multi-CAD Standards Catalogs

•Powerful Search Capabilities with Data Confidence

•Part# Syncronization with business systems

•Access Control

Buyer CAD User Engineering Management/Sales Engineering/ Mfg Management

Key Values Standard Parts Content Design/Sales Automation Part Search , Reuse & Control

Implementation Instant Months Months

Market Price-point Less than $500/user $1250/user $2500/user

# CAD Users 1-20 20-100 >100

PDM Situation No PDM CAD PDM Enterprise PDM

IT Department Small to None (1) Engineering IT (1-10) Enterprise IT (>10)

# Sites 1 >2 >2

Annual Revenue <100M <500M >500M

Value Chain Position Tier n Tier 2, 3 OEM, Tier 1

CAD Situation Single CAD Multi-CAD Multi-CAD

# Non-CAD Users None 20 to 50 >50


Customer Market Drivers

The Market Business Drivers• Increased Market Share & Business Growth

Business Requirements• Demand for Time To Market

• Demand for Supplier Consolidation

• Demand for purchasing compliance

Keys To Success• Need For Reuse

• Need For Compliance


SWOT

Strengths•CAD-Native•Data Quality•CAD Company Independence•GEO-Search•Simple Control•Strong European & Asian Adoption•Boeing Contract•3D PartStrem folding•e-Catalog Customer Service

Opportunities•Ford Deal Could open Automotive in US•Leverage Boeing Deal across A&D•Revenue from Advertising on portals•ASME/MIL-SPEC Download sites•I-DEAS replacement by SolidWorks-catalog remodeling•Strengthening Enterprise With SolidWorks•Government PTC Entrenchment•I2 Replacement in the industry with next gen•Education of the Value of Smart Parts•Partner with Oracle or SAP (Agile & JDE)

Weaknesses•Not In Control Teamcenter Integration•UGS Relationship•Dassault Relationship•Limited Marketing Budget•I-DEAS integration•PARTcommunity Issues/flakyness•PARTcommunity UI•E-Catalog Reporting limitations•Resources spread thin

Threats•Trace-parts & Catalog Data Solutions out marketing us•UGS keeping us out of Teamcenter Accounts•Standard Catalogs not getting established as a category•Other Geo-Search (Geolous/iSeek)•Price Acceptance/Erosion•Standard Print Offerings Like Machine Design


Marketing Strategy


Business Objectives

• Financial Objectives• Be a 10x10 - $10M company by 2010• Increased Margin• Increase Recurring Revenue

• eCatalogs – 100% Growth by 2010• 65 catalogs

• PARTsolutions – 100% Growth• 1 Fortune 500 per year

• Configurators – Establish First Customers• Web – Establish Web Business

• Pay for parts• Advertising


Strategic Initiatives

1. Increase Catalog Portfolio– More Catalogs

2. Build Industry Beachheads & Pipeline– Capture 2-3 Marquee Logos– Get large suppliers interested

3. 1-2 Configurator Customers– Make ABB Successful– Get a New Configurator Customer

4. Exploit Web Presence– Leverage Web Traffic to Make Money


Critical Success Factors

1. Aggressive Pricing & Competitive Attack• Convert Competitive Catalogs• Exploit CAD Partnerships• Aggressive Supplier Program• Attract Distributors

2. Establish Brand & Increase Market Category Awareness

• Build Early Adopter Islands• Get People Talking About Us• Leverage Customer Advocacy• Educate & Build Awareness• Generate Marketing Pull

3. Establish Configurator Success• Gain proof of solution• Expand Product Portfolio

4. Establish 3D Fasteners Community• Reduce Cost Barriers to Solution for Low to Mid Market• Advertising Revenue• Test Subscription Revenue Models


Strategy SummaryBusiness Goals Accelerate Business Growth > 100%

Business

Objectives

e-Catalogs:

50% Revenue Growth

PARTsolutions:100% Revenue

Growth

Configurator: Establish Viable

Business

Web Products: New Revenue Streams

Strategic InitiativesIncrease Catalog Portfolio – 20 new

catalogs

Build Industry Beachhead

& Pipeline1-2 Configurator

SuccessesExploit Our Web

Presence

Critical Success FactorsAggressive Pricing

And Competitive Attack

Establish The Brand & Increase Market

Category Awareness

Establish Configurator

Success

Establish 3D Standards Part

Community

Desired Benefits

•Convert Competitive Catalogs•Exploit CAD Partnerships•Aggressive Supplier Program•Attract Distributors

•Build Early Adopter Islands

•Get People Talking About Us

•Leverage Customer Advocacy

•Educate & Build Awareness

•Generate Marketing Pull

•Gain proof of solution•Expand Product Portfolio

•Attract New Catalog Vendors•Advertising Revenue•Test Subscription Revenue Models

Key Tactics

•Machine Design Program Follow Through

•Convert/Migrate Catalog Program

•Awareness In User Group

•Focused Sales Campaign•Customer Success Program•Industry Analyst Whitepaper•Trade Pub Editorial(s)•Targeted Education/Seminars•PR Campaign

•External Industry Marketing•Webinars

•Focused Sales Campaign•On-Line Marketing•Customer Success Stories

•Create PARTcommunities•Create & sell Advertising Programs•Create click through marketing tracking

Key Targets

• Existing Customers• Electrical Components• Assembly Automation• Standard Fasteners

•A&D – Lockheed, Raytheon, NG, GD, KAPL, GE•Automotive – Ford/Visteon•Industrial Machinery – Deere

•Incoe•ABB•Misumi•Cleaver-Brooks

•Small Business•All Industries


PARTsolutions Value Proposition

• An up front investment of $2500 and yearly fee of $500 per designer, your design teams will have direct access to approved reusable standard and commercial parts eliminating searching for or remodeling standard parts and reducing part duplication, while reducing the time and effort required to manage standard part catalogs across multiple CAD systems and CAD versions.

• The net result is a dramatic reduction in the time and cost to develop new products.


e-Catalog Solutions Value Proposition

• An up front investment of $10,000 - $100,000 to re-master your product catalogs in e-Catalog Solutions ensure your products are available in any CAD format to make them easy to get designed into your customers products while providing valuable sales leads and powerful marketing data.

• The net result is an increase in new customers, and sourcing of your catalog products.


Marketing Plan


Product Adoption ~ “diffusion theory”

GROWTH MATURITY DECLINE

Lifecycle

EarlyMajority

LateMajority

EarlyAdopters Laggards

Innovators2.5%

13.5%34% 34% 16%

The

Chasm

(Moore)We AreHere

We AreHere

The stages through which a technological innovation passes are:

knowledge (exposure to its existence, and understanding of its functions);

persuasion (the forming of a favourable attitude to it);

decision (commitment to its adoption);

implementation (putting it to use); and

confirmation (reinforcement based on positive outcomes from it).


Implications for Marketing

Deal

Marketing

Niche

Marketing

Mass

Marketing

1 to 1

Marketing

Product to

Service

Focus


Go To Market Programs

Programs E-Catalogs PSOL PARTConfigurator PARTcommunity

Aggressive Pricing & Competitive

AttackX

Establish The Brand & Increase Market

Category Awareness

X X XX

Establish Configurator

SuccessX

Establish 3D Standard Part Community

X

Programs utilized across the product solutions

Programs Support Overall Branding Push


Build Pipeline – Close Business

Press Releases

Product Development

Marketing Plan

Q1 Q2 Q3 Q4 Q4 Q12008

PARTsolutions 2008

Branding Launch

Sales

SoftwareDevelopment

MarketingDevelopment

MarketingPR

Brand & Category

Awareness

FastenersCommunity

Marketing Sales Kit Update

Analyst Alignment Briefs / White Paper

Site Development Development

Seminar Development A&D Seminar

Web Update

Branding Development

2009

Build Pipeline – Close BusinessSalesTraining

Seminar Rollout

SalesTraining

Webinar

Site Active

Ad/Creative Development

Ad PLacements


Marketing Prioritization

Easy To Do / InexpensiveHard To Do / Expensive

Lo

w I

mp

act

Hig

h

Imp

act

Brochure

Demo Voice Over Executive Flash

Web-Site Analyst White-Paper

Fastener Community

Trial CD/Drive

Webinars

PR Firm

Business Intelligence

Penton Advertising Editorials

Executive Flash

Success Stories

Other Advertising

University Program

Hardware/Software

Alliance

PTC User Group Event

A&D Seminar


Marketing Prioritization

Easy To Do / InexpensiveHard To Do / Expensive

Lo

w I

mp

act

Hig

h

Imp

act

Brochure

Demo Voice Over Executive Flash

Web-Site Analyst White-Paper

Fastener Community

Trial CD/Drive

Webinars

PR Firm

Business Intelligence

Penton Advertising Editorials

Success Stories

Other Advertising

University Program

Hardware/Software

Alliance

PTC User Group Event

A&D Seminar

Must DoMust Do

Should DoShould Do

Like To DoLike To Do

Analyst Reviews

Sales Presentation Update

Rewrite Whitepaper

Boeing PR


Critical Success Factor 1

Aggressive e-Catalog Pricing And Competitive

Attack


Convert Competitive Catalogs

• Marketing Campaign:• “Are You Reaching the Market?”

• Adapt & Incentivize The Pricing• Shift Focus To ASP Fees• Reduce Modeling Margins Up Front• Maybe Give Hosting Free for 3

months• Maybe Give First Parts Free

• Host Existing Parts To Get Started

Get the Market infected with CAD Native catalogs


Targeted Industry

Partner Presence

Aerospace

& Defense

Industrial

Machinery

Automotive

Exploit CAD Software Alliances

CAD Strategic Alliances In Target Markets• Targeted CAD vendors

• PTC• CATIA• SolidWorks

• Bigger Market Presence• Large Install Base• CAD• PLM

Joint Marketing• Targeted Shows


Aggressive Supplier Program

• Current Supplier Program is excellent idea, but it is not happening

• Increase the Incentives• 50% off one year Maintenance each supplier capped?• 1 Free Floater of PSOL?• Discounted Modeling• Tailored to targeted list• Leverage Our Web-site Ads to Generate Leads

• Active Engagement• Customer Hosted Supplier Seminar• Template Brochure

• Targets• R.A. Jones• Kuka• Boeing• ABB• Ford

Incentives to get the supply chain


Attract The Distributors

• Leverage Distributors to Get their Supply Chain

• Incentives For Distributor Catalogs to get their customers

• Target Marquee Catalogs• Reid Tool• McMaster• Carr-Lane

Get the Market infected with CAD Native catalogs



Establish The Brand & Build Market Category

Awareness


Establish The Brand

Build Corporate Identity– Messaging, what do we stand for?– Corporate Value– Advantages – Why Buy From Us?

Get People Talking About Us

Leverage Customer Endorsements

Educate & Build Awareness

Generate Targeted Marketing Pull

“Marketing is what you say about yourself,Branding is what others say about you”

- Al Ries & Jack Trout


Build PARTsolutions Corporate Identity

Create Mission Statement• Succinct• Focused• Include Value Statement

PARTsolutions The Standard In Reuse

PARTsolutions is the leading provider of PLM solutions focused on authoring, hosting, and managing 3D standard and commercial part catalogs, to make it easy to Find, Reuse, and Control standard 3D parts.

PARTsolutions The Standard In Reuse

PARTsolutions is the leading provider of PLM solutions focused on authoring, hosting, and managing 3D standard and commercial part catalogs, to make it easy to Find, Reuse, and Control standard 3D parts.


Previous Product Description

• We have these boxes as our product diagram

• Look Professional• Small Text• Pictures Irrelevant

These boxes

Look Professional

But Are not clear


PARTsolutions Product Positioning

Supplier Portals

& Configurators

Intelligent

Parts Management

3D Part

Content

3D Part

Access

• I created this diagram last year – it is a start to “Position the pieces”• Need the “Big Picture” Diagram

• Clarify our product suite and who they serve

• Simple and intuitive – Single Diagram• Everything fits diagram

• Who Uses Solution

• What Is In The System• Marketecture

• Architecture

• How Does It Fit

• How Does It Get Used• Use Cases


Access

PARTsolutions Product Suite

e-CatalogCAD-Native

3D Standard

Part Catalogs

Content

Web-Browser Integrated

CAD-Browser


PARTsolutions Product Suite

OEMOEMSuppliersSuppliers

ToolingTooling

DesignDesign

ComponentsComponents

Web-Hosted

Commercial

Catalogs

ReuseConsolidationCompliance

Lead GenerationGet “Designed In”

Configurable, Downloadable 3D Parts

In-House Standard &

Proprietary 3D Catalogs

OEMOEM

PartnerPartner

Find, Reuse, & Control


PARTsolutions Marketecture

Easy To Find Approved PartsNo CAD TranslationsAvoid Part Duplication

PARTSolutions

e-Catalog

PDMPDM ERPERP

CAD System CAD System

PARTSolutions

CAD IntegrationPDM/ERP Integration


Defining our Market

• Must be in a recognized Market Category• We are in PLM

• This is good – people know it, and budget for it

• Our Solutions Used To Be Sub-Categorized As:• Electronic 3D Part Catalogs

• OK

• Intelligent Parts Management• Sounds Very PDMish

• New Proposed:• 3D Part Catalog Management


Product Structure

1st Generation PLM

Product A Product B Product CStandard Part

Library

Product

Data

Vaults

PDM

Fasteners

CAD CAM CAEProduct

Authoring

Business

IntegrationCRMCRM ERPERP SCMSCM LegacyLegacy

Other Systems


Product Structure

Next Generation Catalogs In PLM

Product A Product B Product C

Product

Data

Vaults

PDM

CAD CAM CAEProduct

Authoring

Business

IntegrationCRMCRM ERPERP SCMSCM LegacyLegacy

Other Systems

3D Part Catalog

Management

PARTsolutions

Fasteners


Developing The Message

Messages need to be:

1. Clear

2. Differentiable

3. Credible

4. Relevant to your target market

5. Consistent over time


Competitive Stack-up

PARTsolutions

Teamcenter Other Enterprise

PDM

Windchill/Enovia

Traceparts 3D Part Streams

Catalog Data Solutions

Thomas Register

CAD-Native Content & Catalogs

Duplicate CAD

Libraries

Duplicate CAD

Libraries

CATIA Specific

Solid Works

Specific

Pro/E Specific

Some CAD Native – Mostly Neutral

Flexible Search

•Weak Geo-Search•Search By Part Number•Manual Classification add-on new module

•No Geo-Search•Search By Part Number•Manual Classification add-on module

No Capability

No Capability

No Capability

No Capability

Simple Control

Complicated Customization

Complicated Customization

No Capability

No Capability

No Capability

No Capability

In-House Catalog Development

None None None None None None

Advantage Slight Edge

No Advantage

Legend


PARTsolutions Solution Alignment

Problem Customers Want

Capability So What? Proof Competition(PDM &

Homegrown)

•Guys Building Commercial Parts•Guys making Duplicates/Similar Parts•Data Explosion•Increased Cost to manufacture•Company standards in one CAD system

•Reuse•In any CAD format•Metadata preserved•No translation

•Output any native format•Hi-fidelity models with history & metadata•Vendor/Standards Catalog Access

CAD-Native Content

•Demo/AVI•Customer Case Study•Customer Reference

•Duplicate CAD Libraries•Translations•Manual meta data if at all, or in another system•CAD version specific

•Guys Looking for commercial parts•Management of new parts cost $$

•Find parts fast•Find parts similar to

•Number/attributes•Geo search•Visualization

Flexible Search •Demo/AVI•Customer Case Study•Customer Reference

•Search by part#•Geo-search limited•Search product structures

•Increased cost of non-preferred parts/suppliers•Increased Maintenance & Warranty costs•Increased Inventory/Spare costs•Duplicate part numbers

•Supplier Consolidation•Part consolidation•Part compliance•Part number synchonization•Part duplication checking

•Access control•Integration with PDM/ERP

Control •Demo/AVI•Customer Case Study•Customer Reference

•Have controls & integration but require lots of customization


The Advantage

Simplified advantage Positioning

Past AttributesCAD-Native ContentFlexible Simple Control

CAD-Native The only solution that preserves generational catalog data across CAD systems, and versions

Flexible Search The leader in Geometric Search and Compare enabling designers to find parts using any information they have.

Simple Control The only Catalog solution integrates with your business environment and processes to ensure compliance


The Advantage Positioned

Positioned

CAD-NativeFlexible SearchSimple Control

CAD Translation/Rebuild

Limited Search

Part Proliferation

Advantage Other Solutions


Message Hierarchy

Mission

The Standard In ReusePARTsolutions is the leading provider of PLM solutions for hosting and managing 3D standard and commercial part catalogs, to make it easy to Find, Reuse, and Control

standard 3D parts.

Core Competency 3D Part Catalog ManagementParametric CAD-Native 3D Parts, Geometric Search, Part Management

Vision Easy to find, reuse and control standard parts

Business Drivers Increased Market Share and Business Growth

Business Requirements

Keys To Success

Solutions

Advantages

Value & Promise

Measurable business growth through maximizing standard part reuse to get products to market faster with

reduced cost.

Time To Market Reduce Design CostStandards

Compliance

Easy To Find Parts Ensure ComplianceMaximize Reuse

PARTenterprise PARTcatalog PARTenterprise Pro

Flexible Search CAD-Native Simple Control


Marketing Mix (4P’s)

Product Price Place Promotion

Functionality

Appearance

Name/Brand

Packaging

Warranty

Service/Support

List Price

Discounts

Bundling

Allowances

Financing

Leasing

Channel Decisions

Channel Management

Channel Motivation

Locations

Message

Advertising

PR

Selling

Media

Budget


PARTsolutions Professional Targeting

Industry Product Fit Competitive

Advantage

Primary

CAD

Primary

PDM

Migration Opportunity

Customer

Presence & Opportunity

Industry Knowledge

Ability to Execute

Aerospace PS + Mil-Spec

No Teamcenter Integration

CAD-Native CATIA

CATIA Teamcenter Homegrown CAD based Catalogs

Boeing

MTU

AIRBUS

Bill & Tim Aerospace Experience

Donald

Bill Contacts

Defense PS + MIL-Spec


CAD-Native Pro/E & CATIA

Pro/E Teamcenter Homegrown CAD based Catalogs

Boeing

Lockheed

Got right contacts

Bob Aittama

Automotive PS + ASME


CAD-Native CATIA and basic NX I-deas

CATIA + NX Teamcenter I2/Aspect solution due to be replaced

Chrysler

Audi

VW

JCI

Ford

Visteon

Chris’ Strong Automotive

Chris Has Right Contact

Scott In Detroit

Close to Cincy

Industrial Machinery

Configurator Solution

SolidWorks + Pro/E

Windchill RA Jones

ABB

Kuka

MAN Roland

John Deere

Cleaver-Brooks

Have met with John Deere

Consumer Products

P&G Portal Pro/E Windchill

Teamcenter

P&G

Whirlpool

Close By


PARTsolutions Professional Targeting

Industry Product Fit Competitive

Advantage

Primary

CAD

Primary

PDM

Migration Opportunity

Customer

Presence & Opportunity

Industry Knowledge

Ability to Execute

Aerospace PS + Mil-Spec


CAD-Native CATIA

CATIA Teamcenter Homegrown CAD based Catalogs

Boeing

MTU

AIRBUS

Bill & Tim Aerospace Experience

Donald

Bill Contacts

Defense PS + MIL-Spec


CAD-Native Pro/E & CATIA

Pro/E Teamcenter Homegrown CAD based Catalogs

Boeing

Lockheed

Got right contacts

Bob Aittama

Automotive ASME


CAD-Native CATIA and basic NX I-deas

CATIA + NX Teamcenter I2/Aspect solution due to be replaced

Chrysler

Audi

VW

JCI

Ford

Visteon

Chris’ Strong Automotive

Chris Has Right Contact

Scott In Detroit

Close to Cincy


Configurator Solution

SolidWorks + Pro/E

Windchill RA Jones

ABB

Kuka

MAN Roland

John Deere

Cleaver-Brooks

Have met with John Deere

Consumer Products

P&G Portal Pro/E Windchill

Teamcenter

P&G

Whirlpool

Close By

Primary

Awareness & Branding

Deal Marketing


PARTsolutions Marketing Mix

Segment Target Product Price Place Promotion

Government•DOD•Aerospace

New Customers That Have Pro/E + CATIA

PS Pro for Pro/E with 1 royalty catalog

Add-ons•GEO Search•TCIntegration•ASME B18•MIL-SPEC•AIA•NAS

Web Hosted Parts

30 Day Trial License

$10K Introductory 5 Node Locks

seats

•Direct •Chris•Bill•John

Targeted:•User Group Show•A&D Seminar•White Paper•Trade Editorial•Sales Kit•Branding Launch•Industry Based Packaging

Automotive•OEM•Tier 1 Suppliers Existing Open Doors

•Ford•Visteon

PS Pro for I-DEAS & CATIA

Add-Ons & •PDM/Link Integ•ASME B18•MIL-SPEC

Web Hosted Parts

To Be Detrermined Base on the Ford/Visteon

Deal

•Direct•Chris

Targeted:•Automotive Seminar•White Paper•Trade Editorial

Industrial Machinery•Industrial Equipment•Heavy Machinery

New Configurator Customers

•Cleaver-BrooksExisting Open Doors

•John Deere

PS Configurator for SW, SE, Inventor

PS Pro for Pro/E

Web Hosted Parts

Configurator

$10,000 Trial

$50,000/ First Product

• DirectChris

•Configurator White Paper

Current Customers•All

Current & Dormant Accounts

Update Dormant

ADD-Ons•ASME B18•MIL-SPEC•GEO Search

50% Discount•New Seats•New Catalogs•Geo Search

• Direct• Chris• Bill• John

•User Conference•Customer Beta Test•Customer Newsletter•Trade Editorial


e-Catalog Solutions Marketing Mix

Segment Target Product Price Place Promotion

Distributors

Reid Tool

CARR Lane

McMaster

E-Catalog 30 Day Trial License

$10K Introductory 5 Node Locks

seats

•Direct •Chris•Bill•John

Targeted:•User Group Shoe•A&D Seminar•White Paper•Trade Editorial•Sales Kit•Branding Launch•Industry Based Packaging

Standards

AIANAS

NAAMS

E-Catalog To Be Detrermined Base on the Ford/Visteon

Deal

•Direct•Chris

Targeted:•Automotive Seminar•White Paper•Trade Editorial


New Customers

E-Catalog Configurator

$10,000 Trial

$50,000/ First Product

• DirectChris

•Configurator White Paper

Competitive Conversion•3D PartStreams•Catalog Data Solutions

Current & Dormant Accounts

Update Dormant

ADD-Ons•ASME B18•MIL-SPEC•GEO Search

50% Discount•New Seats•New Catalogs•Geo Search

• Direct• Chris• Bill• John

•User Conference•Customer Beta Test•Customer Newsletter•Trade Editorial


Integrated Marketing - Sales Kit Update

Integrated External Marketing• Marketing Plan• Sales Presentation• Brochure Update• Product Fact Sheet Update• PS White Paper• Configurator White Paper• FAQ• Press Release• Demo/Video/Multimedia• Demo Scripts• PS Web Update• Editorials• Success Stores• Press ReleasesFuture Tools• Technical Presentation• Sales Battlecard• What’s New Presentation

Sales Kit

The CxODemo/Multimedia

Success Stories

Seminars Web

White Paper

Editorials

Ads Brochures

The CxODemo/Multimedia

Press Release

Success Stories

Seminars Web

White Paper

Editorials

Hosted CatalogsAds BrochuresSales Presentations

Webinar



Hire a PLM PR Firm To Get Us Placed• Strategic Reach PR• AgencyNext• Volume Public Relations

Get Us Placed• Press Releases• Get Us Editorials• Promote Us At Shows/Events



Engage Industry Analyst• Corporate Strategy Review Session

Invite CIMdata, Aberdeen, etc… Write An Analyst Brief about Company/Category

Strategy

• Contract Analyst Whitepaper ~$20K Value CAD-Native Catalogs We write – they Edit & Publish

– Boeing Strategy Brief & Endorsement

Engage Industry Forum(s)• Get endorsement

• AIA - Aerospace• ADC – Defense• AIAG – Automotive

Whitepaper



Engage Media For Editorials - Targeted

• Magazines• Machine Design• Today’s Medical Developments

• Joe DiFranco

• Industry Pubs• Defense Tech Intl

• Aviation Week


Awareness

Demo/Trial CD• Similar to DE-STA-CO or DME Offline-CD• Runs Live on single station• Registration required to Activate (basic name • PARTsolutions Professional

• Free Catalogs

• GEO-Search

• Up To 3 CAD Integrations with Neutrals

• Time-bomb license – 30 Days• Get Prospects Infected and Build Awareness

Demo CD


Awareness

Self Running Demo/Video/Flash• Executive Level Demo on Next

Generation Parts Management• Enterprise View• Business Integration• The Big Value Proposition

• Find, Reuse, Control

• Multi-CAD, Version Management of Generational Data

• Embedded on the web-site


Lead Generation

Business Intelligence• Access To Companies that fit our target

markets• Access to Key People• Generate Cold Call Lists


Lead Generation

A&D Webinars• Mil-Spec Catalogs• Pro/E Catalogs• CATIA Catalogs• Multi-CAD Catalog Management• GEO-Search• Pro/Intralink & PDM

Targets:• Lockheed Martin• Raytheon• Northrop Grumman• United Defense• Honeywell• UTC• General Dynamics• GE• JPL• DELL• Intel• Sandia National Labs• ORNL


Customer Endorsements

Customer Success Program• Boeing• ABB

Case Studies• Metrics• Value Provided• Web Enabled• PDF

Customer References• Willing To Speak To Prospects• Entertain Prospect Visits• X – Times Per Year• May Offer Pricing Incentive

Customer Success Story

Customer References are the most powerful and valuable sales tool


Event & Seminar Awareness

Promote The Brand and ExpertiseTargeted A&D Seminars

• About Our Value Proposition• Guest Speakers – Case Studies• Leverage Regional Industry Pockets

Tradeshows & Events• PTC User Group 6/1-6/4 Long Beach• CATIA User Group – 4/27-4/30 Florida• UGS User Group - 6/1-6/5 Orlando• ADC - 2/11-2/13 New Orleans• AIAG – AutoTech 2009• Target Tradeshows• PackExpo

Seminars/Education

Trade Shows


PS Web Marketing

Web is the First Impression• Align With Messaging• Video/Flash Demonstrations• Customer Success Stories

Web Site Refresh


Targeted Marketing Awareness

On-Line Advertising• MCADCafé.com• Penton Publishing• Aviation Week

Print Media Advertising• Machine Design• Computer Aided Engineering• A&D Related Pubs

• NASA Tech Briefs• Aviation Week

• Automotive Pubs• AIAG Buyers Guide• AutoBeat Daily

Press Release– Software Announcements– Big Contracts


University Program

• Build Early User Awareness• Select Top industry related

Programs• Give Away/Discount Software

for educational purposes• Get college graduates asking

for it in the customer in business world

Build PARTsolutions into University Curriculum


Hardware Vendor Alliances

• Leverage Joint Marketing Dollars• Platform Usage Marketing

• Dell• Microsoft• HP• Intel• Sun• IBM

• Possible Outreach• Hosted Server Performance Whitepaper• Targeted Shows• Advertising

• What Servers are we using



Establish ConfiguratorSuccess


Configurator Early Adopter Success

Essential Support• ABB• Incoe• Cleaver-BrooksGrow The Opportunities



Establish 3D StandardPARTcommunity


Standards Based PARTcommunity

• Corner the Standard Market• Create PARTcommunity for Standards Catalogs

• ASME• Mil-Spec• AIA/NAS• NAAMS

• Pay Per Download - $4.99• Monthly Subscription - $49.99• Yearly Subscription - $499.99


IHS Alliance

• Huge Customer Base - $50M Business• Northrop Grumman• Boeing• Lockheed Martin• Ford

• 3D CAD model integration with their Fastener Catalogs


Summary & Actions


Summary

• We have a lot of marketing work to do• Need to define a budget• Need to define if we need outside resource• Need to sign up for events• Restart Webinars• Schedule Analyst Meetings• Start Revamping Collateral• Start Updating the Web-Site• Start Working Demo/Flash Marketing Piece• Get with Penton to get ads they owe us and editorials

PARTsolutions Confidential Sustaining Competitive Advantage Through Part Reuse 2008 Marketing...

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