The EVVE Experience Building a Business and Marketing Plan The Consultant’s Perspective June 5,...
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The EVVE Experience Building a Business and Marketing Plan The Consultant’s Perspective June 5, 2013 Phoenix, Arizona
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Transcript of The EVVE Experience Building a Business and Marketing Plan The Consultant’s Perspective June 5,...
The EVVE ExperienceBuilding a Business and Marketing Plan
The Consultant’s Perspective
June 5, 2013 Phoenix, Arizona
• On June 27, 2012 NAPHSIS issued an RFP• Seeking a planning partner
– Business Plan– Marketing Plan
• Plan goals– Increase EVVE customer base of Federal and State government
agencies– Expand EVVE use to commercial organizations
• Time of the essence
It Started with an RFP
• Assess current state of the market (general economic, political, and legal conditions)• Define current market trends and analyze competition• Identify new Federal/State agencies or uses and estimate transaction volume• Identify new commercial markets and estimate transaction volume• Identify EVVE functionality enhancements and technical changes required• Develop a pricing model• Recommend NAPHSIS staff levels required to execute the plan• Develop marketing and communication strategy• Define marketing, advertising, promotion plan with costs• Produce a financial forecast including detailed monthly, quarterly and annual query
volume goals• Develop an exit strategy
The Scope Per the RFP
• Few customers• Federal Government
• Social Security Administration• Office of Personnel Management• Department of State• Army National Guard
• State Government• Medicaid in five states• Mississippi District Health Offices• Oklahoma State Treasurer
• One known barrier: price
What Else Did the RFP Reveal?
• Public Death Master File Opportunity• Non-governmental customer set• Accustomed to receiving a very different product from EVVE• Low pricing• High volume• Low match rate
What Else Did the RFP Reveal?
Product Adoption Curve
• Feasibility Assessment• Business Model• Marketing Plan including pricing model
Our Proposal
• The goal: Establish a set of metrics that best characterize acceptability of investing in the EVVE product and/or market expansion
• Feasibility criteria types:• Markets• Products• Organizational Capacity• Financial Feasibility
Feasibility Assessment
• The goals: • Foster understanding, discussion, creativity and
analysis• Get everybody on the same page• Document the agreed upon hypotheses
regarding the EVVE system expansion for validation by current and potential customers before significant resources are expended.
Business Model
Business Model Format
Business Model ComponentsBusiness Model Technology Project Plan
Value Proposition Value Proposition
Customer Segments Internal and External Stakeholders
Customer Relationships Roles
Channels Technical/Organizational Architecture
Key Activities Milestones and Deliverables
Key Resources Key Resources
Key Partners Key Partners
Cost Structure Costs
Revenue Stream Benefits
• The goal: Provide the strategic and tactical details for NAPHSIS to validate the business model and expand market penetration of the EVVE system:
• Define market tactics• Apply the market tactics to market segments
Marketing Plan
Tactics/Market Segment Map
• Projects require:– Flexibility– Open mindedness– Trust– Teamwork
• Challenging projects can still be:– On time– On budget– And produce an actionable outcome
Lessons Learned
