Lori Babigian was hired by the HP-Kodak start up, to position Phogenix for market share leadership in retail digital photo printing with top global service providers.

1. Page 1
The Power of
Digital Choice
digital photofinishing systems
by Phogenix Imaging

2. Page 2
Introduction to Phogenix
Phogenix Imaging
san diego,
california
 Launched February 2000 at PMA.
Officially began operations in April 2000.
 50-50 global joint venture between
Kodak and HP
 Headquartered in San Diego, California
introduction to Phogenix

3. My scope of
responsibilities
• Founding member of international technology start-up.
• Positioned Phogenix for market share leadership in retail digital photo
printing through aggressive customer relationship marketing.
• Developed and managed global product launch marketing support.
• Distributor websites, CRM, product presentations, training, retail
packaging & display.
• Market trial installation commitments with Walmart, Best Buy, Kinko’s
London Drugs, Shoppers Drug Mart, CEWE Europe and Independent
Photo Imagers.
• Typical start up = what ever was needed!
Phogenix Imaging Confidential Page 3

4. Phogenix Imaging Confidential Page 4Introduction to Phogenix
low initial investment
• DFX fully-featured core system – $39,900
• Expand as your business grows
• DFX with full-roll productive scanner – $49,900
The Product Portfolio

5. Page 5
Full Array of Digital Services
Introduction to Phogenix
The Consumer Service Portfolio
. . . designed for easy on-site production
I. Print Products
• Standard prints • Reprints
• Enlargements • Index prints
• Bordered prints • Black and white prints
II. Digital Services
• Internet uploads • Kodak Picture CDs
• Generic CD-Roms
III. Specialty Products
• Greeting and holiday cards
• Invitations and announcements
• Package prints • Photo Ids
• Wallets • Calendars
IV. Promotional Products
• Point-of-sale signage
• Promotional coupons
INPUTS
OUTPUTS

6. Page 6
Market Segments and Positioning
Strategies By
Market Segment
Complementary System - for photofinishers
• Conventional photo mini-labs that may
want to also feature digital photofinishing
services
New Placement System - for photo outsourcers
• Retailers that are currently providing
conventional photofinishing services through
outside suppliers
Replacement System - for photo lab upgrades
• Conventional labs whose equipment is in need
of replacement
New Entrant System - for non-traditional customers
• Companies that have never featured
photofinishing services
Market Segments and Positioning

7. Page 7
Customer Profiles
• 11 US & C locations
• Photo-specialty 100% of U.S. participants
• 7 are offering premium digital services
to their existing D&P business
• 2 are new to onsite photofinishing
• 4 are Kodak Image Center Solution
stores
• Testing both full-service and assisted self-
service models
• Shoppers Drug Mart with 2 in Canada
• All were looking to offer high-quality,
productive printing services for digital still
camera users
Phogenix DFX Trials
New way to differentiate in a competitive market
market trial results

8. Page 8the development focus
Pre-Launch Advertising
the retail opportunity
Early Market Trial Results
Prominent placement features leading photo dealers who participated

9. Page 9
introduction to
sales.phogenix.com

10. Page 10
introduction to sales.phogenix.com
project objectives
1. Enable a process that will allow
Phogenix to transfer systems sales
and product knowledge expertise to
the distributors in a cost-effective,
efficient manner.
2. Provide comprehensive tools and
resources necessary to ensure the
distributors are successful in
achieving annual sales goals.
sales tools for Phogenix distributors

11. Page 11
introduction to sales.phogenix.com
sales website
Sales.phogenix.com: A one-stop repository of all
the latest sales support information
• Password protected Web sites for Kodak & HP
to contain Phogenix sales support information
• Pick up sales leads that are routed through
the distributor selection tool on the corporate
Phogenix Web site
• Download the latest presentations, look at the
demo room schedule, and work through
financial figures with our online calculator
• Order photos, brochures and more!
sales tools for Phogenix distributors

12. sales tools for Phogenix distributors

13. sales tools for Phogenix distributors

14. sales tools for Phogenix distributors

15. sales tools for Phogenix distributors

16. sales tools for Phogenix distributors

17. Page 17
Sales Support Website
Lead Management
Sales representatives receive all
Phogenix leads through our
database
Phogenix collects inquiries and
leads that come in from phone
calls, website inquiries and trade
shows
Lead management system sets up
rules for proper routing
Monthly reports will be shared with
distributors to help gauge
demand activity effectiveness
sales tools for Phogenix distributors

18. Page 18
consumer communications & packaging
Packaging has been created to illustrate how a retailer can merchandise the new
Phogenix service offering to consumers
• Four packaging sizes have been created and are as follows:
– The Digital Order:
• Prints up to 5 x 7
• A CD holder
• Negative sleeving
• Regular index prints
• Capacity = 30 prints
– The Enlargement Pack:
• Prints up to 8 x 10
• Jumbo index prints
• Calendar prints
– The Poster Pack:
• 11 x 14 prints
• 12 x 18 prints
• Capacity = 5 prints
– The CD Holder:
• Holds 1 CD
sales tools for Phogenix distributors

19. Page 19
retail communications
Enable the retailer partner with a number of executable
ideas that enable them to sell the “mix change” value
proposition to their consumer.
sales tools for Phogenix distributors

20. Phogenix Imaging Confidential Page 20

21. Phogenix Imaging Confidential Page 21
inspirational merchandising ideas
retail communications
sales tools for Phogenix distributors

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inspirational merchandising ideas
retail communications
sales tools for Phogenix distributors

23. Page 23
more sales.phogenix.com support
on-site customer demonstrations
sales tools for Phogenix distributors
Phogenix will customize meetings
including the facility to meet the
needs of prospective customers

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