The service company that simplifies life of businesses and...
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The service company that simplifies life of businesses and Italian families
Transcript of The service company that simplifies life of businesses and...
The service company that
simplifies life
of businesses and Italian families
Agenda
• Company Overview
• Optima today
• Product VitaMia
• Target Market
• Sales Force
• Optima tomorrow
Company Overview
Optima today: unique selling platform offering a bundle of different
products across different industries distributed through a strong,
proprietary and effective sales force
Product offered today: electricity, gas, telephone, handset
Founded in 1999 by Danilo Caruso and Alessio Matrone
Customer base of over 200k clients, including both B2B and B2C clients
Over 300 employees in marketing, IT and procurement
Sales network of more 600 agents over entire Italian territory
Headquartered in Naples (Italy)
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Our mission is to simplify our customers’
life through a unique, innovative and
revolutionary offer
Fixed flat monthly fee means
no more surprises at the end of the month
and no more bill-related stress!
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A Growth Story
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1999: Founded by Danilo Caruso and Alessio Matrone as a provider of phone /
voice services at the best value for money to small B2B clients
2000 – 2008: Expansion and consolidation of telco offer in Italy
2009-2010: Product offer diversification: addition of gas and energy
2014: New business model: launch of the VitaMia bundle of services, from best
value for money to “simplification with certainty of costs” proposition.
Customer base diversification: entrance in B2C market
Bundle of services in a tailor made offer based on consumer habits with a fixed flat
monthly fee: “Simplification and certainty of costs” value proposition
2015: Alpha, a pan-european private equity fund with assets under
management of ca. 2 BN€, becomes a minority shareholder to accelerate next
growth phase
2016: technological devices such as PC and smartphones are added to VitaMia
and the very forst national adv campaign is launched
2017: Insurance and Mobile are added to the VitaMia service.
The change: an innovative way to compete
The utility industry competes on the “savings/best value” proposition and growth is built only on price convenience
our first insight:
from “best value for money” to “simplification with certainty of costs” proposition
to change the game's rules presenting ourselves as the only fully integrated service provider
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Multiutility company Fully integrated service company
“Best value for money”
proposition
“Simplification with certainty of
costs” proposition
From: To:
The outcome:
A product that combines in a revolutionary way all the services offered, not only utilities, and turns them into a single service that works as a simplifier
Efficient and effective distribution model: flexible sales force selling multiple services to consumers and SMEs
Agenda
• Company Overview
• Optima today
• Product VitaMia
• Target Market
• Sales Force
• Optima tomorrow
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Optima Today
Optima represents a new way to compete in a
market still dominated by former state monopolistic
by introducing a platform selling different products,
offered as an integrated product for a tailor made
fixed monthly flat fee.
MISSION:
To become the unique interlocutor for Business and
Families taking care of all monthly fixed costs.
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Agenda
• Company Overview
• Optima today
• Product VitaMia
• Target Market
• Sales Force
• Optima tomorrow
The Product “VitaMia”
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Monthly
Flat Fee
Products currently available in the
«VitaMia» bundle:
Electricity
Gas
Telephone
Internet
Handset (phones, tablet, TV)
Insurance*
Mobile*
Relax and simplification
Guaranteed spending
* Starting from 2017
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One Bill One FeeOne
Interlocutor
The Product “VitaMia”
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ALL-IN-ONE
For all the services subscribed, the customer:
receive 1 easy-to-read bill,
make only 1 payment
and, for any needs, has to deal with 1 interlocutor
1 Relax and simplification
The Product “VitaMia”
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The offer is tailor made based on each client
consumption pattern and services
requirements
Client data is elaborated by a configurator
(Tuttunizzatore) which delivers a tailor made
offer
2 Guarantee of spending
Fixed flat monthly fee
Agenda
• Company Overview
• Optima today
• Product VitaMia
• Target Market
• Sales Force
• Optima tomorrow
Target Markets
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Market trend in Italy
Positive long-term trend: by 2018 Italy will switch from partly regulated to free market (i.e. liberalization)
Markets characterized by strong presence of big / former state-owned corporations or multinational companies, known for:
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No player, due to former state-owned legacy, can easily and quickly replicate Optima’s offer
Single product, rigid and expensive sales force
structure
Rigid, non adaptable IT infrastructrure
Customer Base on New Product
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Consumer Business
Customer Base y-on-y
2014 5,508
2015 17,628 +220%
2016 24,9 +42%
2014 5,200
2015 18,312 +252%
2016 31,6 +73%
Customer Base y-on-y
2017 63,0 +100% 2017 32,6 +31%
Agenda
• Company Overview
• Optima today
• Product VitaMia
• Target Market
• Sales Force
• Optima tomorrow
Sales Channels and Call Center
2 different sales channels:
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Indirect Channel
1 Shopping Malls
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1 Call Center:
1 Optima Albania
2017 Year-end target:
Over 600 salesmen closing over 5.000 contracts each
month while being supported by call centers with over
300 operators.
Agenda
• Company Overview
• Optima today
• Product VitaMia
• Target Market
• Sales Force
• Optima tomorrow
Optima Tomorrow
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VitaMia will introduce new products with the goal of offering a more complete bundle
1 Insurance - expanding home product portfolio
New Products
2 Mobile
Insurance Mobile
Optima Tomorrow
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2017
After the 1st flight of the national adv campaign has launched in October, the 2nd one is due in the first half of 2017.
Brand consolidationOptima as leader company in innovative services
Flagship Store Openings
3 direct flagship stores and 150 franchising Optima Store by the end of 2018
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