This is the Sales and Marketing plan I created at Proteligent

1. BirdsEye Sales and Marketing
Plan
J.Mohammed
8/30/2009 1

2. Agenda
1. Company update (Uzair- 15 minutes)
2. Launch & Post Launch (Javed- 45 minutes)
3. Intuit (Uzair- 15 minutes)
4. Fund raising (Uzair- 20 minutes)
5. Conclusion (Uzair- 5 minutes)
8/30/2009 2

3. Marketing Mission, Strategy, Goals
Marketing Mission
• Proteligent’s mission is to become a recognized leader in
the NSM market with a 5-10% market share in 5 years in
our defined segment.
Marketing Strategy
• Get multiplication effect in sales by leveraging channel
partners
Marketing Goals
• Use all feasible publicity and promotion tools to build
awareness of Proteligent and BirdsEye as a recognized
“player” in the System Monitoring Software space. In
order to do this we need a effective channel and PR plan.
8/30/2009 3

4. Agenda: Plans
The following slides present:
Pricing
•Distribution plan which includes
• Direct sales
• Channel partnerships
•PR strategy which will make use of the following:
• Promotion
• Publicity
• Advertising
8/30/2009 4

5. 4 P’s of Marketing
Product:
BirdsEye is a “smart and simple” system monitoring tool for
the SMB market
Price: Competitive and value priced
Place: distribution is downloadable via the web as well as
from partners and the channel
Promotion: This software is almost “consumer” priced
using PR, advertising and various sales promotion
8/30/2009 5

6. Pricing Policy
BirdssEye pricing will always be based on two opposing
forces
• What a customer is willing to pay for (value)
• What a competitor will allow us to get away with
•BirdsEye is competitively priced, with the lowest entry point
of our known competition ($595 for a 5 pack)
•It is not known at this stage how much elasticity there is in
the price. Probably relatively low
•We will continue to monitor our competition and listen to our
customers to give the best competitively priced value product
8/30/2009 6

7. Channel Structure (details)
STRATEGIC
PARTNERS
DIRECT SALES S/W Partners RESELLERS
Intuit
System OEMs
•VARs
Gateway, Dell, HP
•Proteligent site •Distribution
•Download.com IT Service Prov
•Tucows.com Eclypse, •System Integrators
•Affiliates IKON Office, KPMG •IT Soln. Providers
-Amazon
-Egghead •Mail Order Catalogs
Networking
OEMs
3Com, LinkSys
SMB Customers
8/30/2009 7

8. Direct Sales
SOFTWARE
DOWNLOAD
SITES
AFFILIATE SITES
PROTELIGENT download.com
amazon.com
.NET Tucosws.com
SMB Customers
8/30/2009 8

9. Resellers
VARs
DISTRIBUTION
Ingram, Techdata
MAIL ORDER
Online SYSTEM
Catalogs INTEGRATORS IT SOLUTION
CDW PROVIDERS
Micro Warehouse
PC Warehouse
Computer Shopper
Insight
SMB Customers
8/30/2009 9

10. Strategic Partners
System OEMs
Software
Acer Networking
Partners
IT Service Prov Aspen Systems OEMs
Intuit
EDS Crystal Group LinkSys
IBM Global Serv Sun
Cubix D-Link
GE Cap IT Soln Microsoft
ION Computer Netgear
IKON Office Oracle
HP Intelligent Decisns Cisco
Zeus
KPMG Network Engines 3Com,
PWC Penguin Comuting Nortel
Accenture Gateway, NEC
Dell, HP,IBM
SMB Customers
8/30/2009 10

11. Direct Sales
• Direct Sales will be made off the Web and S/W partner sites
•Expected breakdown is:
• Download.com (50%)
• Proteligent.net (30%)
• Tucows.com (10%)
• Other Affiliate sites (eg Amazon) (10%)
•High traffic sites like download can expect to give after some
product maturity 80-100 trial downloads a week. Expect 5%
conversion
•To get higher profile on partner sites or to create pull to own
site limited paid search placement will be considered.
8/30/2009 11

12. Resellers
• ITarget: VARs, System Integrators, IT Solution Providers
•Goal 6+ regional VAR training sessions
•Email campaign then direct mail campaign follow-up (100
mails/region) 20-30 VARs/ session, 5 VARs/region sign-up
•Direct contact with larger VARs eg:
• Compuware, Total Corporate Solution,Simple
Technology
•Mail order catalogs
• CDW, Micro Warehouse, Computer Shopper, Insight
•Distribution: (later)
• Ingram Micro, TechData
8/30/2009 12

13. Strategic Partners
•1st base is Intuit
• Goal is to get either bundling of solution with Trackit
• Co-marketing arrangement
• Access to their customer base
•Next are tier 2& 3 Systems OEMs
• Get eg Penguin Computing to offer & bundle BirdsEye
• Use volume and penetration pricing to get “on-board”
•Leverage Tier 2& 3 plays to get into Tier 1s
8/30/2009 13

14. Channel Business Shift Forecast
Product Launch to 1year
VAR/SI/SP Distribution
8% (2-Tier)
2%
Direct (Web+
Beta+ sales
calls)
90%
8/30/2009 14

15. Channel Business Shift Forecast
One year after Product Launch
Direct (Web+
Distribution
Beta+ sales
(2-Tier)
calls)
20%
20%
VAR/SI/SP
60%
8/30/2009 15

16. Marketing Timeline
Collateral Development
Web site Development
Pricing
& position & Investor Presentation
packaging, & Biz Plan
Go to market plan
Market
Identification,
Channel Development
Competitive
Analysis
Developing marketing direction & structure
30 60 90 120 150 180 210
Nov-02 Jan Mar May Jun
8/30/2009
Timeline 16

17. Marketing Timeline
Web/Direct Sales
VAR Partner Development
Partner Sales
Tools Development
PC Expo
Partner Web Tradeshow
site updates
Sales
Training
Strategic Tier 2&3 OEM Partner Development
Distribution Development
30 60 90 120 150 180
Jun Aug Oct Dec
8/30/2009
Timeline 17

18. Go To Market Timeline
Beta Program
Launch
7/14
PC Expo
9/3
Web / Direct Sales Promotion / Reviews
VAR & Strategic Partner Development
May Jun Jul Aug Sep Oct Nov Dec
8/30/2009 2003 18

19. Intuit Partnership Timeline
Launch
Phase 1 Beta Program BirdsEye 1.0
7/14
Intuit
Phase 2 Test market BE-TI 1.0 loosely coupled
Intuit
BE-TI 2.0
Phase 3 & Proteligent
Co-market integrated
Joint
Trade-show
participation
BirdsEye
Pro
2003 2004
8/30/2009 19

20. Resources Publicity
Press Product Word of mouth
Activity Reviews campaign
Tradeshows
Advertising
User groups
News Coverage News, Awards
Discussion groups
Other
Sales/Distribution Channels
DIRECT SALES STRATEGIC TO BE HIRED
PARTNERS RESELLERS
8/30/2009 20

21. Marketing Resource Timeline
Apr-03 May-03 Jun-03 Jul-03 Aug-03 Sep-03 Oct-03 Nov-03 Dec-03 Jan-04 Feb-04 Mar-04
Sid Pre-launch Beta Program Product ReviewsWord of mouth campaign
Sid Intuit & Strategic Partners
Nicole Web site Direct Sales Promotion Partner Web site
Nicole Trade show
Javed PR & Plans Press Activity Hire BirdsEye Pro MRD Marketing Collateral
Javed Strategic Partner help Channel partner help
Channel Mngr "Formin" "stormin" "normin"
8/30/2009 21

22. BirdsEye Promotion Plan
Press Product
Viral campaign
Releases Reviews
Tradeshows Advertising
News Coverage User groups
News Coverage Awards Discussion groups
SMB Customers & Channel Partners
8/30/2009 22

23. News Coverage Goals
Objective: use all media, Press Release, conference calls,
personal visits, Feature stories
1. Identify Media resources in each relevant category
2. Using collateral, calls, and other media-savvy
techniques get interest of the relevant publications
3. Identify after launch other news-worthy events
8/30/2009 23

24. Press Releases
• BirdsEye Windows product launch
• BirdsEye Unix, Linux product launch
• Channel partner initiative
• Sign up of major partners
• Proteligent funding
8/30/2009 24

25. Product Reviews
Use trade publications to get reviews: Use one-on-one
interactions including conference calls and personal
visits with media contacts
1. Target:Byte, PC Magazine, e-Week & others
2. Using collateral, calls, press release and other media-
savvy techniques get interest of the relevant
publications
3. Follow-up and give any support required
8/30/2009 25

26. Word of Mouth” Viral Campaign
Use user and discussion groups, email and FAX blasts.
Get them to test the product out. Have them write reviews.
Goals:
1. Identify and list relevant user and discussion groups (eg
APCUG and user-groups.net)
2. Create Proteligent email user-group
3. Develop a periodic newsletter.
4. Follow-up and give any support required
5. Create FAX copy with different versions for different audiences.
6. Identify other “friendly” partners who are willing to send FAXes
out on our behalf.
8/30/2009 26

27. Tradeshows
Objective: Participate in targeted trade-shows.
Strategy: collect leads, meet customers and members of
the press, get awards
Goals:
1. Identify relevant tradeshows
2. Explore PC World expo in New York Sep3.
3. Identify other “friendly” partners who can co-locate with
4. Identify other “award-winning opportunities”
8/30/2009 27

28. Advertising
Use limited and carefully monitored advertising as follows:
•Paid Search placement
• Google
• Overture
•Based on sales reponse and potential do paid advertising on
• Cnets download.com
• Other affiliates
8/30/2009 28

29. Selling & Tactics
The price point of BridsEye precludes us from having a direct
sales force
•The exception will be eg Beta customers and others deemed
to have strategic or other value.
• BirdsEye’s success will be based on our success at building
strong partner relationships
•The end user pull will be created through the PR/promotion
plans
8/30/2009 29