This is a presentation that my team created in our Team Consulting class at Rutgers. Our project was to analyze a local business, including; their business model, market, competition, risks, and issues. The results were well received by the client, and our faculty advisor.

1. Rutgers Business School
20/20 Business Solutions
Jose Borges
Consulting Team
Adrian Carrion
Sameer Ghanekar
Kishan Patel
Adrian Schwartz
Faculty Advisor: Jerry Casarella

2.  Executive Summary
 Summary of Findings
 SWOT Analysis
 Competitor Analysis
 Market Analysis
 Marketing Communication Analysis
 Recommendations
Agenda

3.  Objectives – Sustain & Grow
◦ Increasing the utilization of your current network
◦ Growing your network in a cost effective manner
 Methodology – Secondary Marketing Research
◦ Library Consultations
◦ Private DB Research
◦ Online Research
◦ Personal Contacts
 Key Focus Areas
◦ Competition
◦ Target Market
◦ Sales/Marketing Approach
Executive Summary

4. Strengths Weaknesses
S W
Industry Critical mass deployed/ verifiable Industry  Industry not standardized
•New media trends support DOOH industry /Problem with metrics
•CAPEx and OPEx are declining as new • Industry needs more aggregating of
suppliers emerge networks
POD: Synergies from 20/20 Solutions •Perceived as complicated/experimental
•Established network •Lack of recognition
•Growing local presence POD Data Mngt (Sales Pipeline)
•Dynamic content •Content bundled w/ service
•SAAS Model needs improvement
•Contract Model
Opportunities Threats
O T
Industry Resistance to growth
Industry Room for growth
• Lack of Consolidation
•New retail sites outfitted with digital
signage from getgo •Advertisers lack resources to interpret
metrics from DS/DOOH
•Integrated systems/Networked screens
•Impact of mobile
•Mobile
POD Alternate (more familiar) media
POD Cross Selling from 20/20 Clients
•Lack of available metrics
•Limited local competition
•Network mostly eateries
•Expected growing economy
•Low barriers to entry
•Connections with aggregators
SWOT Analysis

5. The Network Matters
Average 15 30 45 60 Loop
Average Traffic Per Monthly Loop Occupancy Second Second Second Second Update
Company Locations Venues Traffic Venue Impressions Length Rate Slot Slot Slot Slot s
Spectrum Medical
Health Offices 43 69,966 1,627 48,976 28 min 20% 1 1 1 Daily
Nail Salons Bi-
Gloss Media & Spas 99 138,600 1,400 131,670 30 min 10% 1 1 1 weekly
TUN Universities 179 4,340,683 24,250 1,866,495 10 min 70% 1 1 Weekly
Dental Bi-
Noble Vision Offices 881 180,605 205 125,983 30 min 10% 1 1 Weekly
Private Dental Dental
Networks Offices 155 82,770 534 55,800 15 min 25% 1 1 Weekly
Itandi Hair & Nail
Networks Salons 36 18,000 500 16,920 30 min 70% 1 1 Daily
Commuter
4G-TRE Trains 1 81,900 81,900 25,389 30 min 75% 1 1 1 1 Hourly
Seesaw Competitor Matrix

6. The Network Matters
Weekly Loop 15 Second 30 Second
Company Locations Venues Impressions Loop Length Updates CPM CPM Verification
Digital Consumers Eateries 6 180,000 10 min 5 Days $12.50 N/A Arbitron
Solutions Inc
Captiveyes Eateries 59 209,850 10 min 2 Days $5.00 N/A N/A
Labcorp Medical 99 294,030 60 min 3 Weeks N/A $28.00 N/A
Offices
Waiting Room Medical 200 374,400 8 min N/A $12.43 $19.90 Transactions
Promotion Offices
Direct Net Eateries 10 528,480 14 min Daily $1.50 N/A N/A
Marketing
City Drip Digital Eateries 35 630,000 10 min 2 Days $5.00 $7.00 Transactions
Signage
HMN Dental Medical 1,717 927,180 20 min 2 Days $7.00 $12.00 Arbitron
Networks Offices
AMI Eateries 10,051 996,571 1.6 Hours Daily $4.00 N/A Nielson
Entertainment
Network
Boldwater TV Eateries 50 1,235,580 2 Hours Weekly N/A N/A Arbitron
Sportscape Eateries 904 34,116,960 10 min N/A $7.84 N/A N/A
rVue Competitor Matrix

7. •15 Second Spots
Entourage •9 Plays Per Hour
•1 Month
Advertising •22 Venues
•3,170 Screens
•$953 + Ad Development (If Requested)
•14 Locations
Magnificent •5 Plays Per Hour
•20 Second Ads
Media •Free Ad Development
•3 Month Minimum Contract
•$70/Month/Location
Competitor Product Offerings

8. Digital Signage is a Better Value
Company Medium Rate Contract
Length
Star Ledger Newspaper $150/week 3 Days
Classifieds
Local Cable TV $200-$750/ 2-3 Months
30sec
Broadcast TV* TV $2,000-$6,000 2-3 Months
Local Radio Radio $60-$75/
30sec
Local Media Online $4-$28 CPM
Sponsorship Advertising
Alternate Media Competitors
*Source: Spotrunner.com

9. •Was Very Interested In Establishing Contact
The DSM Group •Darren Magarro
•darren@thedsmgroup.com
•www.thedsmgroup.com
•Biggest Advertising Agency In New Jersey
•Sean Black – President
JL360 Media •sean@jl360media.com
•www.jl360media.com
Jena •Pennsylvania Based
•Jerry Matese – President
Communications •www.jenacommunications.com
Media Agency Contacts

10.  Recognize types of
local businesses in
nearby NJ Counties
◦ Census.gov
 Determine which
industries spend the
most on marketing Census IBISWorld Prioritized
potential
◦ IBISWorld data Research client list
 Concentrate sales
team on industries
and townships which
have highest
probability to
advertise using POD
Digital Displays
Market Segmentation

11. Breakdown of # of Establishments
18000
by NAICS Code
16000
# of Establishments
14000
12000
10000
8000
6000
4000
2000
0
NAICS Code

12. Breakdown of Revenue ($000's) by
NAICS Code
Sales, shipments, receipts, revenue, or
$120,000,000
$100,000,000
business done ($000's)
$80,000,000
$60,000,000
$40,000,000
$20,000,000
$0
NAICS Code

13. IBISWorld Research

14. Arts, entertainment, and recreation
Establishments by County
450
400
350
300
# of Establishments
250
200
150
100
50
0
Bergen Essex Morris Union Hudson Passaic Sussex
Arts, entertainment, and recreation

15. # of Arts, Entertainment, and recreations establishments
by Bergen County townships
Hillsdale borough, NJ
Ridgefield Park village, NJ
Teterboro borough, NJ
Saddle Brook township, NJ
Wood-Ridge borough, NJ
North Arlington borough, NJ
Woodcliff Lake borough, NJ
Emerson borough, NJ
Fairview borough, NJ
Lodi borough, NJ
New Milford borough, NJ
Cliffside Park borough, NJ
Norwood borough, NJ
Glen Rock borough, NJ
Ridgefield borough, NJ
Oakland borough, NJ
Washington township, NJ
Dumont borough, NJ
Upper Saddle River borough, NJ
Little Ferry borough, NJ
Englewood Cliffs borough, NJ
Elmwood Park borough, NJ
Oradell borough, NJ
Rochelle Park township, NJ
Arts, entertainment, and recreation
Garfield city, NJ
Leonia borough, NJ
River Edge borough, NJ
Maywood borough, NJ
Midland Park borough, NJ
River Vale township, NJ
Bergen
Allendale borough, NJ
East Rutherford borough, NJ
Old Tappan borough, NJ
Bogota borough, NJ
Wallington borough, NJ
Demarest borough, NJ
Montvale borough, NJ
Carlstadt borough, NJ
Bergenfield borough, NJ
Palisades Park borough, NJ
Wyckoff township, NJ
Franklin Lakes borough, NJ
Cresskill borough, NJ
Hasbrouck Heights borough, NJ
Lyndhurst township, NJ
Park Ridge borough, NJ
Rutherford borough, NJ
Westwood borough, NJ
Closter borough, NJ
Waldwick borough, NJ
Ridgewood village, NJ
Fair Lawn borough, NJ
Mahwah township, NJ
Tenafly borough, NJ
Englewood city, NJ
Edgewater borough, NJ
Paramus borough, NJ
Teaneck township, NJ
Hackensack city, NJ
Ramsey borough, NJ
Fort Lee borough, NJ
0 5 10 15 20 25 30
# of Establishments

16. Arts, entertainment, and recreation
Revenues by County
$500,000
Sum of sales, shipments, reciepts, revenue, or business done
$450,000
$400,000
$350,000
$300,000
($000's)
$250,000
$200,000
$150,000
$100,000
$50,000
$0
Essex Bergen Union Hudson Morris Passaic Sussex
Arts, entertainment, and recreation

17. $100,000
$150,000
$200,000
$250,000
$50,000
$0
Newark city, NJ
Livingston township, NJ
West Orange township, NJ
Montclair township, NJ
Millburn township, NJ
Maplewood township, NJ
Bloomfield township, NJ
West Caldwell township, NJ
Fairfield township, NJ
South Orange Village township, NJ
Essex
Essex Fells borough, NJ
Verona township, NJ
Glen Ridge borough, NJ
Arts, entertainment, and recreation
Cedar Grove township, NJ
Revenues – Essex County
Roseland borough, NJ
Nutley township, NJ
Arts, entertainment, and recreation
Irvington township, NJ
Belleville township, NJ
Caldwell borough, NJ
North Caldwell borough, NJ

18. Top 10 Townships comparing
# of Establishments and Revenue Totals
$250,000 60
50
$200,000
40
$150,000
30
$100,000
20
$50,000
10
$- 0
Summit city, NJ
Secaucus town, NJ
Newark city, NJ
Wayne township, NJ
Jersey City city, NJ
Hoboken city, NJ
Fort Lee borough, NJ
Montclair township, NJ
Parsippany-Troy Hills township, NJ
West Orange township, NJ
Arts, entertainment, and recreation
Sum of Employer sales, shipments, receipts, revenue, or business done ($1,000)
Sum of Number of employer establishments

19. •Ensure POD Digital Displays
sales force focuses efforts on
the right:
•Industry Track
•County
•Township
•Mixture of all available Reissue Evaluate
information
•Find which combination
works Refine
•Sales strategy cycle
Sales Approach Guide

20. • Primary target market:
• Small and medium size businesses in
Morris and Sussex Counties
• Estimated annual revenues < 1 million
• Expansion to Bergen, Essex, Hudson,
Passaic and Union
• Secondary target market:
• The local community!
Target Market

21. The digital advertising network IN
your community and FOR your
community
Unique Selling Proposition

22. • Support for the locally owned and
operated
• Proximity to the point of sales
• Cost effectiveness
• High exposure
• High repetition
• Right offer and right message
Supporting Messages

23. BEHAVIOR
ATTITUDE
KNOWLEDGE
AWARENESS
Marketing Communication Objectives

24. • Product Brochure
 Product Website
• Event and PR Marketing
• Internet Marketing
• Social Media
Pod Digital Displays Media Plan

25. • Two pages folded brochure with detailed
information about:
• Current POD Digital Displays locations
• Pricing competitive advantages chart
• Promotions:
• Free digital ad development
• Discount for additional locations
• Community involvement and activities
Product Brochure

26. • Website redesign
• Focus website on Pod Digital Displays
• Define Pod Digital Displays with better images
• Include location information and promotions from current
Pod advertisers
• Add a sales video and pricing competitive advantages chart
• Add a green message
• Add a self-server option (long term)
Product Website

27. Product Website Redesign

28. • Host business breakfast at the chamber of
commerce in Morristown
• Sponsor Morristown farmer market
• Continue free advertisements on Pod
Displays for pet adoption agencies,
missing child advertising campaigns, and
other communities events and charities
Event and PR Marketing

29.  Optimize internet searches
in Google
Social Media
◦ Currently under digital
display  Follow Pod Digital Displays
◦ Not under digital on Twitter
advertising
 Add key words for internet  Add Pod Digital Displays to
searches in Bing your Facebook friend list
 Register advertisers in
www.NJ.com  Want instance information
about POD Digital
Displays, its locations, and
Internet its sponsors
Marketing

30. • Sales and Marketing
• Get the word out to your target market about POD
• Revamp Marketing Communication
• Manage a Sales Pipeline
• Increase Current Utilization
• Add a self-service content management option
• Consider alternative contract models
• Partner with Advertising Brokerages
• Grow the POD Network
• Add POD Digital Displays at the Break-Even Point
• Utilize Census data to locate new POD locations
Overall Recommendations