Leveraging Technology

Leveraging Technology

Internet Marketing Plan

Red Hare Consulting
Christopher Ferry
Allan Johnson
David Koster
Chukwuma Morah
Myneco Taylor

LEVERAGING TECHNOLOGY
Internet Marketing Plan

Dear Leveraging Technology,

The Red Hare Consulting Group would like to extend its appreciation to Leveraging
Technology for its time and cooperation in our didactic endeavors. Working with your firm has
allowed us to synchronize our educational efforts in the marketing field while gaining exposure to
the software and “implementation” consulting industry.

As Leveraging Technology moves forward in this challenging market, we hope our analysis
and suggestions will offer valuable assistance in the advancement of your firm’s mission and reach.
Thank you again and we wish you well!

Sincerely,

Red Hare Consulting
Leveraging Technology | Red Hare Consulting

TABLE OF CONTENTS
Preface
• Executive Summary ………………………………………………………………………………………….. 5
• Privacy Policy ……………………………………………………………………………………................. 6
• Team Purpose & Profiles . ………………………………………………………………………………… 7
• Team Code of Conduct . …………………………………………………………………………………… 9
• Previous Client Interactions . ……………………………………………………………………………. 10
• Assumptions …………………………………………………………………………………………………….. 11

Section 1 – Where are we now?
• Introduction …………………………………………………………………………………………………….. 13
• Company Profile ………………………………………………………………………………………………. 13
o Current Business Model ………………………………………………………………………. 14
• Target Market ………………………………………………………………………………………………….. 14
• Customer Value Proposition …………………………………………………………………………….. 15
o Perception …………………………………………………………………………………………… 15
• Current Website Experience Map …………………………………………………………………….. 16
o Brochure Model …………………………………………………………………………………… 16
• Buyer Behavior Process ……………………………………………………………………………………. 17
• McKinsey’s 7S Model ……………………………………………………………………………………….. 18
• 7 C’s of Web Design & Quality ………………………………………………………………………….. 20
• Industry Audit ………………………………………………………………………………………………….. 21
o Competition ………………………………………………………………………………………… 21
• SWOT Analysis …………………………………………………………………………………………………. 23
o Applying SWOT To Overall Strategies ………………………………………………….. 24
• Conclusion ……………………………………………………………………………………………………….. 25

Section 2 – Where do we want to be?
• Introduction …………………………………………………………………………………………………….. 27
• Objectives ………………………………………………………………………………………………………… 27

• Desired Web Experience Map ………………………………………………………………………….. 28
• Customer Satisfaction Heuristic ……………………………………………………………………….. 29
• Overall Strategies (Themes) ……………………………………………………………………………… 30
• Gap Analysis …………………………………………………………………………………………………….. 31
o Ratings Defined …………………………………………………………………………………… 31
o Evaluating Strategies by Ratings …………………………………………………….…… 32
• Conclusion ……………………………………………………………………………………………………….. 33

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Section 3 – How might we get there?
• Introduction …………………………………………………………………………………………………….. 35
• Description of Tactics ……………………………………………………………………………………….. 35
o Google Analytics ………………………………………………………………………………….. 35
o Promotional Video ………………………………………………………………………………. 35
o Blog ……………………………………………………………………………………………………… 36
o Testimonials ………………………………………………………………………………………… 36
o Web Polls …………………………………………………………………………………………….. 36
o “Need Help” Tab ………………………………………………………………………………….. 36
o Employee Profiles ……………………………………………………………………………….. 37
o Newsletter …………………………………………………………………………………………… 37
o Chamber of Commerce ……………………………………………………………………….. 38
o Legal Notices ……………………………………………………………………………............ 38
o Registration Process …………………………………………………………………………… 38
o Twitter ………………………………………………………………………..……………………… 39
o Search Engine Optimization …………………………………………………………………. 40
o Social Networking ………………………………………………………………………………. 40
o Second Life ………………………………………………………………………………………….. 41
o Website Revamp …………………………………………………………………………………. 41
o Intern …………………………………………………………………………………………………… 42
• Choice Criteria Chart ………………………………………………………………………………………… 43
• Conclusion ……………………………………………………………………………………………………….. 43

Section 4 – Which way is best?
• Introduction …………………………………………………………………………………………………….. 45
• Tactic Selection Rubric …………………………………………………………………………………….. 45
o Expected ROI ………………………………………………………………………………………. 45
o Implementation Time & Ease …………………………………………………………….. 45
o Implementer Interest ………………………………………………………………………… 46
o Ease of Maintenance .………………………………………………………………………… 46
o Risk Exposure ……………………………………………………………………………………… 46
o Useful Lifetime …………………………………………………………………………………… 46
o Dissolution Cost ………………………………………………………………………………….. 46

o Relative Simplicity ………………………………………………………………………………. 47
• Rubric Applied to Tactics …………………………………………………………………………………. 47
o Ranking Scale ……………………………………………………………………………………… 47
o Google Analytics ………………………………………………………………………………… 48
o Promotional Video …………………………………………………………………………….. 49
o Employee Profiles ……………………………………………………………………………… 50
o Blog ……………………………………………………………………………………………………. 51
o Web Polls …………………………………………………………………………………………… 52
o Testimonials ………………………………………………………………………………………. 53
o Social Networking ……………………………………………………………………………… 54
o Registration Processes ………………………………………………………………………. 55
o Newsletter ………………………………………………………………………………………… 56
• Conclusion ……………………………………………………………………………………………………… 57

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Section 5 – How Do We Ensure Safe Arrival?
• Introduction …………………………………………………………………………………………………….. 59
• Performance Standards Metric ……………………………………………………………………….. 60
o Google Analytics ………………………………………………………………………………….. 61
o Promotional Video ………………………………………………………………………………. 62
o Registration Process ……………………………………………………………………………. 62
o Testimonials ………………………………………………………………………………………… 62
o Newsletter ………………………………………………………………………………………….. 63
o Blog ……………………………………………………………………………………………………… 63
o Website Revamp …………………………………………………………………………………. 63
o Social Networking ……………………………………………………………………………….. 63
o Employee Profiles ……………………………………………………………………………….. 63
• Objective Timeline …………………………………………………………………………………………… 64
o 2009 Timeline ……………………………………………………………………………………… 65
o 2010 Timeline ……………………………………………………………………………………… 66
• Schedule of Implementation …………………………………………………………………………… 67
• Feedback Channels ………………………………………………………………………………………….. 69
• Return on Investment …………………………………………………………………………………….. 70
• Payback Period …………………………………………………………………………………………………. 71
• 7S Model ………………………………………………………………………………………………………….. 72
• Contingency Plan ……………………………………………………………………………………………… 72
• Limitations ……………………………………………………………………………………………………….. 73
• Conclusion ……………………………………………………………………………………………………….. 74

Summary …………………………………………………………………………………………………………………….. 75

Appendices
• Appendix A – Further Reading ………………………………………………………………………….. 77
• Appendix B – References ………………………………………………………………………………….. 78
• Appendix C – Competitor Website Layouts ……………………………………………………… 79
• Appendix D – Competitor Registration Process ……………………………………………….. 81
• Appendix E – Successful Company Twitter Accounts ……………………………………….. 82
• Appendix F – Successful Newsletters ………………………………………………………………. 84

• Appendix G – LinkedIn Examples …………………………………………………………………….. 86
• Appendix H – Successful Blogs …………………………………………………………………………. 90
• Appendix I – Documentation from Client Meetings ……………………………………….. 92
• Appendix J – Glossary ………………………………………………………………………………………. 93

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EXECUTIVE SUMMARY

This report is structured around five questions:

1. Where are we now?
2. Where do we want to be?
3. How might we get there?
4. Which way(s) is/are best?
5. How do we ensure safe arrival?

“Where are we now?” analyzes the current state of the organization, including its strengths,
weaknesses, opportunities, and threats. This information is used to take a snapshot of
Leveraging Technology’s current business structure and position.

“Where do we want to be?” describes the organizations objectives, reflecting the desired
direction and positions. Objectives discussed throughout this analysis indicate Leveraging
Technology’s current status and their desired status.

“How might we get there?” lists the different tactics that are suggested for the organization.
These tactics are discussed in detail and all relate to the objectives that were set in question
two. At the end of the section is a choice criteria chart which explains the tactics best suited for
Leveraging Technology according to the developed selection rubric.

“Which way(s) is/are best?” describes each of the tactics according to their appropriateness and
attractiveness according to the tactic selection rubric in response to the selected metrics
selected for the choice criteria chart and discussed in at the end of question three. This section
highlights recommended suggestions for the organization and explores possible steps that could
be taken and some examples of each (discussed further in the appendix).

“How do we ensure safe arrival?” explores the process the organization might use to ensure that

tactics are implemented properly, pertain to the overall objectives of the report, and are
benchmarked according to a timeline. The timelines and schedules provide a measurement that
the objectives are being met.

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PRIVACY POLICY
The information contained in this report is for general guidance on matters of interest only. The
application and impact of laws can vary widely based on the specific facts involved. Given the changing
nature of laws, rules and regulations, there may be omissions or inaccuracies in information contained
in this site. Accordingly, the information in this report is provided with the understanding that the
authors and publishers are not herein engaged in rendering legal, accounting, tax, or other professional
advice and services. As such, it should not be used as a substitute for consultation with professional
accounting, tax, legal or other competent advisers.

While we have made every attempt to ensure that the information contained in this report has
been obtained from reliable sources, Red Hare Consulting is not responsible for any errors or omissions,
or for the results obtained from the use of this information. All information in this report is provided "as
is", with no guarantee of completeness, accuracy, timeliness or of the results obtained from the use of
this information, and without warranty of any kind, express or implied, including, but not limited to
warranties of performance, merchantability and fitness for a particular purpose. In no event will Red
Hare Consulting, its related partnerships or corporations, or the partners, agents or employees thereof
be liable to you or anyone else for any decision made or action taken in reliance on the information in
this report or for any consequential, special or similar damages, even if advised of the possibility of such
damages.

Certain links in this report connect to other Websites maintained by third parties over whom
Red Hare Consulting has no control. Red Hare Consulting makes no representations as to the accuracy or
any other aspect of information contained in these Websites.


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TEAM PURPOSE & PROFILES
The aim of Red Hare Consulting is to produce an advisory document containing a market
analysis and critically filtered recommendations for Leveraging Technology. These suggestions are
intended to enhance Leveraging Technology’s Internet marketing approach, focusing on more effective,
efficient, and measurable results.

Allan Johnson
Marketing
axj4965@rit.edu
LinkedIn.com/in/AllanJ
(585) 889-8099

Allan is a senior Marketing major with a focus in entrepreneurship. Allan hopes to grow and
contribute his abilities in communication, networking, and business development within private
education, foreign business development, and/or business-to-business selling in the future.

Christopher Ferry
Marketing
cgf7746@rit.edu
(585) 820-3477

Chris is a junior Marketing major who has a strong interest in Advertising. After college he would
like to become a Marketing consultant and eventually run his own firm. His hobbies include, lacrosse,
snowboarding, and mountain biking.

Chukwuma Morah
Industrial & Systems Engineering
chukwumamorah@gmail.com
(585) 301-0494
Twitter: ChuBoi // LinkedIn: Chukwuma Morah // www.chuboi.com

Although “Chu” is enjoying his last year in college as an Industrial Engineer, his interests lie in
the fields of marketing and advertising. His goal is to become a marketing executive for well-known
company in the entertainment or video game industry.

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David Koster
New Media Marketing
dbk4253@rit.edu
(631) 576-7219
Twitter: davekoster

David is a junior New Media Marketing major who is passionate about his field. His interests lie
not only in marketing, but design and advertising as well. He hopes that his cross-departmental skills will
allow him to become a brand manager at a major technology firm.

Myneco Taylor
Information Technology
mxt2340@rit.edu
(312) 404-1041
Twitter: mytaylor

Myneco is a 5th year Information Technology student focusing in human factors with a
concentration in psychology. Myneco is excited to study abroad in Germany during the summer of 2009
and return to pursue a career in Project Management.


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CODE OF CONDUCT
The team agrees to adhere to the following standards:

• PERFORMANCE_____________________________________________________________
Team members agree to maintain a professional work ethic that guarantees both diligence and
timeliness. Each person is expected to attend meetings well prepared, completing work based
on strict deadlines. These assignments must be carefully reviewed to ensure the utmost quality
and acceptance by all members of the group. Socially, all members will treat one-another with
respect. No manner of personal attacks is acceptable at any time.

• ATTENDANCE_______________________________________________________________
All meetings require mandatory attendance from all members. Commitments to weekly times
have been made and they are expected to be kept. Exceptions will only be made in severe cases.
Being absent requires that the member in question still submit his/her work through other
means so as not to negatively impact the group schedule. Other team members must be sure to
provide a detailed report of anything that may have been missed by absentees.

• ACCEPTANCE OF CRITICISM_____________________________________________________
Members must understand that work is being done for professional purposes and thus criticism
is a reflection only on the project itself and not personal integrity. Complete honesty on all
matters is expected at all times, be it harsh or supportive, as long as it remains constructive.
Opinions must both be contributed and listened to by all parties. One person’s voice will never
become more important than another.

• REGULAR CONTACT TIME AND DAYS_______________________________________________
Meetings will take place weekly, on Wednesdays, at 6:00PM. Contact amongst members
must remain constant, but reasonable. Communication should be kept to typical
business hours, not extending into the deep night and early morning. Contact during
normal hours is encouraged to be by meeting or telephone. If contact must be made
during extreme hours, e-mail is preferred.

Signed,

_____________________ _____________________ _____________________
Christopher Ferry Allan Johnson David Koster

_____________________ _____________________
Chukwuma Morah Myneco Taylor

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PREVIOUS CLIENT INTERACTIONS
1st Meeting – December 16, 2008 7:30am
During the first, meeting Leveraging Technology gave a detailed description of the firm’s current state
and vision for the future. Red Hare Consulting provided Leveraging Technology with a list of benefits in
allowing us to develop the marketing plan and our individual areas of expertise. Leveraging Technology
continued by explaining their method of obtaining customers through seminars and their IBM
partnership. While gathering the information on past methods used to attain Leveraging Technology’s
goals, we all brainstormed innovative ideas that may achieve those goals.

2nd Meeting – January 14, 2009 12:00pm
During the second meeting we presented Leveraging Technology with a recap of the previous meeting
to assure accuracy of our analysis. Following was a list of recommendations for building an online
presence. Suggestions included tactics like implementing Google analytics or production/promotional
videos. Each suggestion was accompanied by how it could be beneficial to Leveraging Technology and
other companies that are using that exact tactic. Together, the tactics were narrowed down to most
effective for further exploration.

3rd Meeting – February 18, 2009 1:00pm
During the last official meeting a telephone conference call was held to ensure that the Marketing Plan
was on target with Leveraging Technology’s objectives for the project. Other preliminary questions
were revisited to guarantee that our proposed tactics and matrixes were still sustainable.

E-mail
Throughout the entire project there have been constant e-mails with Leveraging Technology to ensure
validly of our meeting minutes.


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ASSUMPTIONS
For the Internet marketing plan, Red Hare Consulting assumes:

• The budget to be $8,000 for the implementation of the Internet marketing plan.
• Leveraging Technology will take suggestions seriously and implement tactics to improve their
online presence.
• Change their focus to include both an online and offline presence.
• The client is going to follow the suggested timeline to implementation.
• Red Hare Consulting has made suggestions using strategies and tactics that are relevant to
Leveraging Technology.

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STEP: 1 2 3 4 5
Where are we now?


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INTRODUCTION
The purpose of this section is to explore Leveraging Technology’s current status in their industry.
The various elements of this section provide critical feedback on the strengths, weaknesses,
opportunities and possible threats that concern their organization. It is essential that this question is
answered thoroughly in order to provide an appropriate analysis that can be used to structure the rest
of the internet marketing plan. By correctly identifying the firm’s current position, Red Hare Consulting
was able to formulate suggestions that will improve the current online status of Leveraging Technology.

The elements that are explored throughout this section are:

• A current company profile that explores the current business models being used by Leveraging
Technology.
• McKinsey’s 7 S model
• The 7 C’s of web design and quality
• Industry Audit
• An analysis of Leveraging Technology’s current competition
• Current website experience map
• SWOT Analysis

COMPANY PROFILE
Leveraging Technology, an IBM Premier Business Partner, is a technology consulting company
that is a proven leader in integration and design projects for a vast array of complex business issues and
a variety of clients. Experience in various technologies and understanding how to leverage clients for
business results continues to be the driving force behind their success, and more importantly, the
success of each of their clients. They are able to integrate the implementation of business critical

services and their use of IBM software to help their clients become more efficient. This is a direct result
to their knowledge and expertise in the rapidly changing field of technology. Leveraging Technology
prides themselves on working closely with their clients in order to build long lasting relationships that
turn many clients into repeat customers. With this mentality, they have been able to create many
positive relationships with their clients that have turned into successful results for both their clients and
Leveraging Technology.

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Current Business Models
Identifying Leveraging Technology’s current business models will allow for more effective and
customized suggestions through identification of revenue streams and value proposition assessment.

Broker
Leveraging Technology’s business model hinges on two approaches: the broker and
customization/consultancy models. The broker model is utilized in selling IBM software, which serves as
a platform to supply consulting services with the customization/consultancy model. Some revenue is
generated from the broker model in selling software; the greatest revenues are generated from
consulting services. Therefore, the customization/consultancy model serves as the primary model for
Leveraging Technology and the broker model is secondary.

Customization
When dealing with a large variety of clients, there is a high level of customization that takes
place with each project due to the different needs of each client. Customization enables each client to
feel as if they have a high level of importance to Leveraging Technology. By providing a consultancy
service to their clients, it is important that Leveraging Technology develop brand loyalty, and a strong
reputation in their industry so that clients are able to see the value gained by doing business with them.
This is evident with most of their clients who feel as if they are gaining added value by doing business
with Leveraging Technology.

Consultancy
Being that Leveraging Technology relies strongly on their partnership with IBM, the sales of
software opens the door for the implementation of consultancy. The sale of software allows Leveraging
Technology to form a relationship with the customer by helping the customer install the software and by
maintaining the software. This is where Leveraging Technology generates the majority of their revenue
because they then form a long-term relationship in which they perform many other tasks for the client.

TARGET MARKET
Leveraging Technology services mid to small size businesses in upstate NY, thus very large
business or those outside of the upstate NY area are not targeted. Since customer retention is so high,
the firm's customer base in generally growing slowly but steadily. Therefore, positioning for this target
market should include business organizations within the upstate NY region.

The small to mid-size businesses in upstate NY are considered Leveraging Technology’s primary
target. Their secondary target market would include those small to mid-size businesses outside of
upstate NY and larger businesses in upstate NY. The current market for small to mid-sized businesses in
New York is very large, which will allow for the expansion of Leveraging Technology’s current customer
base. The unmet needs for the current client base consists of, the inability to communicate with
Leveraging Technology on a consistent basis (i.e. feedback, blogging, and other networking devices),

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access to information through the internet is little to none, and unable to be quickly informed on new
forms of technology that can help their business become more efficient.

In order to make up for the clients unmet needs, Leveraging Technology has made an attempt to
create a high level of customer loyalty. Customer loyalty is important to Leveraging Technology because
the majority of their business is done with repeat customers. This is achieved through building strong
relationships with their customers. By building these relationships, their customers feel that Leveraging
Technology is concerned with the success of their business, which generally leads to the return of that
customer for other projects. Building strong relationships with their customers is something Leveraging
Technology prides itself on because it has become something that that has made a top priority to
accomplishes.

CUSTOMER VALUE PROPOSITION
Customer Value can be defined as the difference between what a customer gets from a product,
and what he or she has to give in order to get it. The value for Leveraging Technology's clients comes
from the implementation consulting they receive for IBM software available for purchase. The software
is valuable to customers because it allows them to operate more effectively, simply, and/or efficiently.
The consulting adds value through an understanding of the technologies and their useful functions and
features.

The relational and thorough manner of Leveraging Technology's highly competent consulting
serves as their main competitive advantage. This is reflected by their extremely high customer retention
rates. The competitive position can remain constant. However, the competitive position should be
communicated in the most effective manner possible to help attract clients with a proficient and
professional company image.

Perception
There are no organizational reviews conducted on Leveraging Technology as a business.

Websites such as vault.com, jobvent.com, glassdoor.com and salary.com are dedicated to providing
organizational information such as insider information on top employers and education programs, job
search advice, salary info, job listings, employee message boards and surveys. By providing information
to these websites, Leveraging Technology will be able to build better brand recognition and also a good
reputation that would come along with good reviews. Also, the upstate NY chamber of commerce, and
the better business bureau of upstate NY all have no record on Leveraging Technology.

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CURRENT WEBSITE EXPERIENCE MAP

Homepage

Consulting Support Software Sign-In

Overview

Services

Case Studies

Certifications

Training

Contact

The current Leveraging Technology website is very basic; it serves as an online brochure.
The home page is linked to four separate pages: “Consulting”, “Support”, “Software”, and “Sign-In”.
The Consulting page provides a brief overview of the company, the services they offer, links to
previous case studies, certifications, the company’s training services, and their contact information.

Leveraging Technology’s website currently uses the brochure model to inform consumers
Brochure Model

about their consulting and software services. Presently, this is limited in its breadth, providing only
a brief overview of each category and what they may entail. This does not include any sort of

extensive company profile, proof of accomplishments, or dynamic interaction points.

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BUYER BEHAVIOR PROCESS
The buyer behavior process consists of a five-step process that describes purchasing behavior of
customers. The steps that are included in the process are: need recognition, Information search,
evaluate alternatives, purchase of the product, and post purchase behavior. The need recognition that is
formed with Leveraging Technology’s clients comes from two main areas. The first is the attendance of
the different seminars that Leveraging Technology conducts. When customers are able to see what
technology is available for their businesses to become more efficient, they need to implement the
software arises. The other is through need recognition when business activities are not as efficient as
expected. This then leads to the need for outside help to increase the level of efficiency.

The next step is information search. This is the area where Leveraging Technology lacks the most
resources. When there is need recognition, where does the potential client go to find information? This
is where a revamped website that provides all necessary information will help clients begin to gain
answers to their questions. Rather than having to attend seminars, clients can search for information on
the website, and during the seminars Leveraging Technology is able to refer them to their website for
more information.

The evaluation of alternatives becomes important when clients are searching for services and
software because they want to get the most benefits for the least amount of money. Leveraging
Technology can differentiate themselves from the competition by offering preliminary suggestions to
clients on their website before contact is made. This will provide the client with the chance to see what
they will be getting for their money. Another useful tool is this stage is the use of case studies, which
show the prior services Leveraging Technology has performed for past clients.

When purchase of the product is made, Leveraging Technology must be able to fully understand
the needs of the client and meet those needs by implementing strategies that will benefit the client’s
current state. This will lead to developing a good reputation with clients who may refer services to other
businesses.

Post purchase behavior is probably the stage where Leveraging Technology is performing the
best. They are able to build long term relationships that generally bring clients back to be repeat
customers. However, there is much to be done, such as, the ability for clients to leave feedback for
suggestions, updated information on different technology advances that may help clients, and an
increase in post purchase communication, which may be done in the form of follow up emails and with
other communication devices such as Twitter or Blogs.

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MCKINSEY’S 7S MODEL1

F IGURE 1: T HE M C K INSEY ' S 7S M ODEL

McKinsey's 7S model is used to organize a company in an effective way. Management uses
this to determine the way in which the business operates. It is important to understand that each S
is independent, and that over time their importance could change depending on the situation. The
three S's along the top of the diagram (Strategy, Structure, and Systems) are also considered the
hard S's because they are the main focus of the organizations goals. The four S's that make up the
bottom of the diagram (Shared Values, Skills, Staff, and Style) are also considered the soft S's
because they relate more to the cultural environment of the organization and are generally less
focused upon overall.

The three S's along the top of the diagram (Strategy, Structure, and Systems) are also Leveraging Technology | Red Hare Consulting
considered the hard S's because they are the main focus of the organizations goals. The four S's that
make up the bottom of the diagram (Shared Values, Skills, Staff, and Style) are also considered the
soft S's because they relate more to the cultural environment of the organization and are generally
less focused upon overall.

1The 7S McKinsey Model. Building Brands.
http://www.buildingbrands.com/didyouknow/14_7s_mckinsey_model.php [Accessed 20
Feb 2009]

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Strategy is “the direction and scope of the company over the long term.” Leveraging
Technology’s Internet strategy is to display an image of the company to try and solidify their
•

company image to potential clients.

Structure is “the basic organization of the company, its departments, reporting lines, areas
of expertise, and responsibility, and how they inter-relate.” The firm’s online structure is
•

built according to the brochure model, based on the strategy of promoting Leveraging
Technology’s image.

Staff is “the company's people resources and how they are developed, trained, and
motivated.” A very capable staff serves as the primary source of value generation, since
•

consulting services, in the customization/consulting model, are the main source of
significant earnings.

Skills are “the capabilities and competencies that exist within the company.” Leveraging
Technology's skills allow for effective implementation assistance with customers within a
•

range of technological fields.

Shared Values are “the values and beliefs of the company.” Ultimately they guide
employees towards the same valued behavior. To provide long-term relationships by
•

helping customers solve technological problems and implement this improvements.

Style is “the leadership approach of top management and the company's overall operating
approach.” A clear, professional style is portrayed to communicate Leveraging Technology’s
•

goals and abilities.

Systems are “the formal and informal procedures that govern everyday activity, covering
everything from management information systems, through to the systems at the point of
•

contact with the customer.” Daily activities in the company systems include preparation and
presentation at seminars used to attract clients.

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7C’S OF WEB DESIGN & QUALITY
Context - Possessing a modern design that is simple and clean, the site is appealing to the
eye. The interface built into the main design is also simple, but subsections lack both
•

substance and clarity of navigation. Over-simplicity may be an issue due to the lack of
sections within a single page. This may cause either overflow of information in certain
sections or missing information entirely.

Content - Provided content is strictly informational and limited almost entirely to
description of services. There are brief sections dedicated to case studies and company
•

information, although all case studies are not written from the perspective of the customer
and thus lack impact, and the company information is strictly a list of accreditations and
limited contact information.

Community - As it stands, the Leveraging Technology website lacks any sense of
community entirely. There are no interactive sections to be found, and the only provided
•

contact points are a single phone number and email address. Further, there are no external
sources of community associated with Leveraging Technology via sites like Facebook,
LinkedIn, or YouTube.

Customization - Leveraging Technology's website is static in nature and will not adapt to
the user currently viewing it. This can be contributed to lacking a protocol that can identify
•

different users in the first place such as a registration or Google Analytics.

Communication - The website does not convey any sort of message well, if at all.
Considering the lacking interface and limited content, there is no unified vision that is
•

apparent from every page.

Connection - Leveraging Technology's website unfortunately stands alone in terms of its
Internet presence. There is no sort of associated social network or association that
•

customers can become a part of to strengthen their bond with either Leveraging Technology
as a company or its employees.

Commerce - While the website lists software products and services that Leveraging
Technology provides, there is no means to purchase them online. This, however, may be
•

irrelevant due to the personal interaction that is required for each transaction, whether it
be consulting or software.

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INDUSTRY AUDIT
Consulting clients demand information system implementation assistance along with high-level
business advice in order to make their business more efficient. Organizations such as Leveraging
Technology provide assistance with the implementation of software and new technology to help clients
become more efficient. As the consulting business model has adapted over the years, which now offers
both business strategy consulting and IT consulting expertise to private sector and government clients,
these consultancy organizations must also adapt to meet the standards that are set by the rapidly
developing technological environment. Moreover, software firms have moved into the consulting field
to capture some of the enormous new demand for design, implementation and management of all sorts
of technology-based business information. Leveraging Technology merges both the software and
technology consultancy together in order to meet the technological needs of many businesses.

Competition:
The competition that exists for Leveraging Technology falls under two categories, software and
services. These competitors are leaders in the field of technology and all mostly represent where
Leveraging Technology would like to eventually be. Below, each competitor’s website is broken down
into the strengths and weaknesses. These can then be evaluated to choose the appropriate solutions for

Software:
the Leveraging Technology website.

CDW
Strengths - The CDW website allows users to select different options that best represent their
status, such as; home office, small business, medium to large business, and other sectors of business.
This then breaks down the information on the site to better fit the needs of the user. The site is also
filled with information on new technology and software that has recently been released, and also allows
users to sign in to an account in which they are able to access information that pertains to the user, and
also allows them to buy software online. There is a tab that lists everything they offer the customer, and
under each category, there is an in depth description of each service offered.

Weaknesses - CDW’s website is very cluttered. Although they have a lot of information to offer,
the presentation of the information is scattered. The home page contains so much material that it could
cause the user to feel overwhelmed.

Dell
Strengths - Dell is an award winner in their industry. Their website allows users to select a path
that customizes the information displayed. The website is also updated frequently with new information
that entices users to return for updates on the latest news. The information displayed is very easy to
read, so that everyone is able to understand it. Dell’s website also provides explanations for things that
may be confusing to certain users; such as when talking about different software that they sell, Dell
simplifies the description so that it is not confusing to anyone.

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Weaknesses - There appears to be only a couple weaknesses when exploring the website. The
most obvious weakness is the feedback tab that is not clearly placed for people to find. This is important
because people generally like to leave feedback when they are satisfied or unsatisfied and therefore
causing frustration when they are unable to.

Sirius
Strengths - Sirius’ website is very well put together. They offer a lot of accessible information
right on their homepage, and it is clearly labeled, which makes it easy to read. They offer the chance to
sign up to receive their online newsletter. This is a way for them to receive information about the
website users, which allows them to profile their clients. Other noticeable strengths include, “Did You
Know?” tabs and a recent news tab which allows them to draw attention to certain topics and increase
the time spent on the website. The last strength is that they have links to all their other forms of
contact, such as, Facebook, Twitter, LinkedIn, and MySpace.

Weaknesses - The noticeable weaknesses on the website are that there is no access to user
feedback, and there does not appear to be recent updates to the page. By creating a Blog or weekly
updates, users are able to feel that there is actually someone communicating with them and that the
website is more than an informative brochure.

Services:
IBM

Strengths - IBM is a world leader in their business solutions. The first thing that stands out on
their website is the home page’s the catchy headlines. They provide information on the latest
technology that is making many businesses more efficient. This is a way for new clients to see what IBM
is doing with their current clients. Leveraging Technology is able to do this with their current use of
technology and would potentially lead to the conversion of more clients.

Weaknesses - There does not appear to be any noticeable weaknesses to their website. The only
thing that appears to be missing is the use of Twitter and other social network links on their website.

Prolifics

Strengths - Prolifics lists their case studies right on their home page. This is useful for search
engine optimization, which enables users to get information quickly without having to search. They also
list upcoming seminars on their home page, with the information on what is going to be talked about at
the seminar. Both of these tactics create interest in users and therefore add to increased time on the
site. Customer testimonials are listed at the bottom of the page for another feedback resource.

Weaknesses - The page takes a long time to load. There is too much flash therefore causing
loading time to increase.

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SWOT ANALYSIS

The purpose of a SWOT Analysis is to identify the company’s strengths, weaknesses,
opportunities in the current market, and threats that might prevent the company from achieving their
goals. The SWOT analysis helps the Red Hare team construct ways for the Leveraging Technology to use
their strengths to overcome their weaknesses, take advantage of their opportunities, and minimize the
effect of external threats.

Strengths
Aside from offering unique solutions to make businesses run more efficiently, Leveraging
Technology’s true strength lies in their customer service. Their customer retention rate is very
impressive and most clients are more than willing to acquire their services more than once. The services
they offer are personalized for each client, which helps build a friendly relationship between the two
parties. The members of the LT team are considered experts in their respective fields based on their skill
sets.

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Weaknesses
The company’s main weakness is its ineffective website, which lacks detail and does not
properly convey the full potential of the Leveraging Technology brand. The LT brand itself is not
optimized for search engines and isn’t easily recognized on the Internet. The LT team is unaware of any
direct competitors in their current market, which could lead to a false sense of security. Lastly, the firm’s
client base is relatively small; they interact with only 2-3 clients each year. Therefore, losing a single
client can have a severe effect on the firm’s revenue stream

Opportunities
In order to improve brand awareness the company can utilize online social networks to attract
new customers and keep current clients coming back to their website. A redesigned website that
integrates breakthrough technology and different types of social media (i.e. blogs and flash video) can
also achieve similar results.

Threats
An unexpected threat to Leveraging Technology is the supplier of its software solutions, IBM.
Since Leveraging Technology was initially unaware of direct competitors they were vulnerable to
unsuspected competition in the market. During the current unhealthy economic climate companies are
cutting down on costs. Therefore potential customers might not be able to afford Leveraging
Technology’s services.

Applying SWOT to Overall Strategies
Web Presence – Leveraging Technology has an incredible brand that represents smart and
thorough work with a personal touch. The company is confident in their ability to reinvent their clients
through proven expertise, and while this claim may be bold, it is entirely justified by their incredible
customer satisfaction and retention rates. LT already possesses the tools necessary to create a striking
value proposition; they merely need to transition their real world practices onto the web.

Customer Feedback – As highlighted by LT’s exceptional retention rates, the company has
created a proven formula for customer satisfaction. The most core component of this satisfaction is
their ability as consultants to work with the customer, not for them. Consulting from Leveraging
Technology is typically only the start of a very long sales cycle that the customers themselves are heavily
engrained in. To transition this type of experience onto the internet requires extensive feedback
channels that allow both existing and potential customers to learn more about Leveraging Technology
and its employees.

Customer Conversion – The main purpose of any business is to make money. Leveraging
Technology will gain the most benefit from a new web presence when they can use it to convert random
consumers into paying customers. Relying on consistent customer retention, while proven successful, is

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inherently a weakness due to how large of an effect that a single lost client can make. Therefore, for
Leveraging Technology to grow in an increasingly digital age means they must use their website as a new
channel for finding customers.

Web Quality – What remains the grounding reminder when developing a new web presence
such as this is how difficult it can be to ensure execution goes smoothly and each piece of the solution
does as it is intended. If the tools necessary for providing a quality web experience do not function as
intended then everything else is virtually pointless. Because of Leveraging Technology’s inexperience
with web based initiatives and their general unawareness of competitors and target markets it will be
naturally difficult to know what will work as intended. Thus it is imperative that each piece of the new
web experience is extensively evaluated on an ongoing basis. If one piece is not functioning as intended,
it may need to be revamped or removed entirely. The experience as a whole must be monitored
regularly to ensure it is providing the extension of the Leveraging Technology brand that the company
expected.

CONCLUSION
The information that has been collected throughout this section is used to structure the other
four questions: Where do we want to be? How might we get there? Which way is best?, and How do we
ensure safe arrival?

The snapshot that is taken with the use of “Where are we now?” will allow Leveraging
Technology to see how the tactics explored in further sections will be used to move them into where the
want to be by illustrating the transitions that need to be taken into account.

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STEP: 1 2 3 4 5
Where do we want to be?


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INTRODUCTION
The purpose of this section is to determine desirable positions for Leveraging Technology within
its market. This will help us answer the question, "Where do we want to be?” Objectives meeting the
"SMART" criteria (Specific, Measurable, Agreeable, Realistic, and Time-specific) can then be derived and
benchmarked for future effectiveness assessment.

OBJECTIVES
• Gain 2 new consulting clients via online connections by December 2010.
Since clients have traditionally been located through seminars and other in-person channels, gaining
2 new clients through online portals will break the ice for Leveraging Technology's online strategy. In
the future, many (if not most) clients could be located through these online channels since
businesses are increasingly utilizing online sources to find and create connections for their business
networks. A large portion of the target market could be missed if such channels are not established
and the competence of the technology implementation consulting team would appear less capable
(since web presences reflect technological ability).

• Increase weekly web traffic by 50% within the first 6 months of site redesign and 5% each year
after that time.
Increasing the rate of web traffic could greatly increase Leveraging Technology's chances of
attracting and servicing new clients who are searching for consultants in the upstate NY region. This
traffic could also come from customers leaving feedback and making comments (a vital aspect of a
virtual presence). This would help Leveraging Technology pin-point areas of their services which
clients feel are lacking. In identifying these lacking elements, services could be greatly improved to

meet the needs and wants of both present and future clients, and this improvement of quality
would result in greater customer satisfaction; the foundation for Leveraging Technology's strategy
with long-term customer relationships.

• Establish online feedback channels with at least 100 connections to unique clients by the end of
2009.
These online feedback channels would allow Leveraging Technology to keep closer relationships
with clients. Trends and opinions could be more quickly detected. This would allow Leveraging
Technology make more informed, timely, and effective decisions for their clients and even allow for
first-mover advantages in some instances. This would also improve the quality of services delivered
and customer satisfaction as a result.

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• Receive 20 unique pieces of written feedback (at least 100 words each) different clients by the end
of 2009.
This initial gathering of feedback would serve as the starting point for Leveraging Technology to build
a well-functioning feedback system. Testimonials (positive reviews) could also be displayed to
improve the company's image and attract new clients and build confidence with existing customers.

DESIRED WEB EXPERIENCE MAP
Homepage

Company
Twitter Feed
Overview

Need Help Tab Log-In Tab

Consulting Software Community About Us

Overview Overview Blog Company Profile Employee Profiles Contact

Registration Sign-
Accomplishments Products Promotional Video Telephone
up

Testimonials Services Certifications Email

LinkedIn Profile

Twitter Feed

This site map suggests a general navigation system for the finished website upon Leveraging Technology | Red Hare Consulting
implementation of suggested strategies and tactics. It expands on the existing brochure model by adding
more pertinent information plus dynamic interaction points. This adds to the homepage to create a
more fluid interface and personal design. Further, there is more relationship driven information such as
employee profiles, an expanded contact list, and a blog that is tied to registration system.

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CUSTOMER SATISFACTION HEURISTIC
Customer
Loyalty

Customer
Satisfaction

Website Feeling of
Quality Community

System Quality Intuitive Relevent Registration Consistent 3rd Party
Reliability Content Design Information Security Updates Contact Points

Informative Customer Complete Trust in
LinkedIn
Content Sensitive Content Experience

Reliabale
Twitter
Testimonials

Employee
Credentials

Company
Certification

Establishing customer satisfaction through a brochure model based website must rely primarily
on content. This includes both traditional and interactive content.

Traditional content consists of any information that is intended to educate the customer of
company services, benefits, and relevant assets. This must include not only an explanation as to how the
services work, but why they are beneficial to customers. Benefits can be proven by use of previous
customer testimonials and introducing the staff and their qualifications. Ultimately these benefits must

help convince the customer to trust the company.

Interactive content consists of community based, dynamic information that speaks not only to
the customer’s mind, but also to their emotions. Examples include mediums that generally possess two-
way communication features such as a blog, or social network. This type of content is ever evolving and
must be consistently updated to remain relevant. Further, this information is often customer specific
and requires a registration process which demands secure systems to manage all of it.

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OVERALL STRATEGIES (THEMES)
The present themes within these objectives reflect their underlying strategies. There are four
primary strategies or themes around which these objectives are constructed:

Web Quality
Leveraging Technology's web quality should reflect the firm's professional expertise and leave a
favorable impression with viewers. Web quality will greatly increase the number of unique (SEO) and
returning visitors, thus tying to the increased web traffic objective

Web Presence
A distinctly progressive and professional web body/presence would help capture and retail customer
mind-share while establishing online access to a diverse group of contacts. This strategy is also linked to
the increased web traffic objective as well as the unique links objective.

Feedback Channels
A thorough and comprehensive understanding of the customer base's wants and needs will help
Leveraging Technology to customize and improve their value propositions accordingly. Effective
feedback channels play a vital role in this process and correlate with the objective for gleaning pieces of
feedback.

Customer Conversion
Successful conversion of "lookers" (who are exposed to Leveraging Technology's online presence), into
"bookers" (who actually pay for the firm's services) is an essential function of a complete web marketing
strategy. This strategy correlates to the successful online customer conversion objective.


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GAP ANALYSIS
Gap Analysis

Themes 1 2 3 4

Web
Presence • X
Feedback
Channels • X
Customer
Conversion • X
Website
Quality • X

The purpose of a gap analysis is to compare the current performance of the website to the
desired performance that Red Hare Consulting wishes to achieve. The scale ranges from 1 to 4, 1 being
‘ineffective’ and 4 being ‘very effective’. The major functions of the website are being evaluated,
including web presence, feedback channels, converting website visitors into customers, and website
quality. Those aspects with the widest gap are the aspects that Leveraging Technology should pay the
most attention to, as the wider a gap is, the more a function is not providing its expected returns.

Ratings Defined
1 – Ineffective. A rating of 1 or “ineffective” suggests that there is no return being seen from the
perspective of major functions whatsoever. Core processes are either being executed ineffectively or
the processes are entirely nonexistent.

2 – Somewhat Effective. A rating of 2 or “somewhat effective” suggests that returns are being seen, but
they are minimal at best. Processes are likely being implemented poorly or they are not appropriately
tailored to the desired major functions of the website.

3 – Effective. A rating of 3 or “effective” suggests that major functions of the website are being well-
executed and sufficient returns are being seen. This, however, means there will be room for
improvement and that processes are not effective as they could be.

4 – Very Effective. A rating of 4 or “very effective” suggests that major functions are almost perfectly
executed and related processes are providing the largest return possible. Improvements beyond this
point are almost entirely maintenance related.

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Evaluating Strategies by Ratings – “Where are we now?”
Web presence – Leveraging Technology’s website lacks any sort of substantive message that can
generate any sort of significant awareness on the web. The company is not capturing mindshare
because it fails to provide any value to both existing and potential customers. Further, there is no eco-
system that surrounds the website by which customers can become familiar with the brand in the first
place, either through third party experiences or the website itself.

Feedback channels – Leveraging Technology’s website currently only allows information to flow
in a single direction. Customers have no means by which to express their satisfaction or dissatisfaction
with the company’s web presence. As a consulting firm, working with the customer, not just for them, is
an important part of the long-term sales nature of the business.

Customer conversion – Leveraging Technology’s website provides no means for random
consumers to become paying customers. Processes must be put in place to create cause for the
customer to contact the company and learn more about what Leveraging Technology can do for them.

Website Quality – Leveraging Technology’s website, from a purely technical standpoint, is
lacking severely. While the aesthetic design is simple and appealing, the function of the website is
unclear and its navigation is confusing. A lack of quality content is the major cause of this.

Evaluating Strategies by Ratings – “Where do we want to be?”
Web Presence – For Leveraging Technology to succeed with any sort of Internet based strategy;
it must capture mindshare and create brand awareness. Creating significant customer value and a
message that relays how they can receive that value through Leveraging Technology can only do this. On
the Internet, “Rochester Technology Consulting” and Leveraging Technology should be almost
synonymous. Channels that reach customers looking for this type of service must be tapped and by
proxy convey the Leveraging Technology value proposition at all possible occurrences.

Feedback Channels – The nature of business consultation requires a long-term sales cycle that
creates a mutually beneficial relationship. This cannot be achieved if information is only flowing in one
direction. Customers should feel they can express their opinion on Leveraging Technology at any given
moment, and should thus be able to do so through always on, Internet enabled mediums to satisfy their
needs. Not unlike the real world, the firm and the customer must work together to reach their desired
results, and the Leveraging Technology website should exemplify this through a mix of channels that

include interactive and social media.

Customer Conversion – Leveraging Technology, after establishing a web presence, should be
able convince customers to learn more about what the company can do for them by promoting contact
points. Be it through social network or a traditional phone call, random consumers, should they find
Leveraging Technology’s value proposition appealing, must be able to start the processes of establishing
themselves as a client. Every piece of the website should encourage a sense of urgency, persuading the
customer that not only can they do more with their business, but Leveraging Technology is the firm that
can help make it happen.

Website Quality – In order to establish a worthwhile web presence that consumers are
interested in exploring at all, it must first be technically capable of bringing in those consumers in the
first place. The website should be easily found by means of search engine optimization and social
networks, and upon arriving at the website it should be clear as to how a consumer should navigate it. If

32


the website itself is technically lacking then consumers will not consider listening to a value proposition.
The website must be enjoyable to interact with, while at the same time providing all the functions
consumers would expect to receive from it.

CONCLUSION
In order to move Leveraging Technology from its current position within their industry to the
desired positions, plausible tactics must be explored and scrutinized. The following sections explore and
discriminate between possible tactics that could be executed to move Leveraging Technology across the
gap from current to desired positions.

33


STEP: 1 2 3 4 5
How might we get there?


34


INTRODUCTION
The purpose of this section is to explore possible tactics for accomplishing the goals expressed in
Section 2. Each of these tactics is a result of brainstorming and research conducted to find links, portals,
and infomediaries that could connect Leveraging Technology with its desired positions. The advantages
and disadvantages of each tactic and a brief exploration of the potential usefulness of each is then
given.

DESCRIPTION OF TACTICS
Google Analytics
The benefits of implementing Google Analytics are that it tracks website visitors from start to
finish (including Google Adwords campaigns, email campaigns, referral links, banner ads, and other
advertising campaigns). Not only is this tactic simple to use and easy to implement, it is also free to
implementers. Google Analytics is by far one of the most useful cost-free applications on the web. By
placing it on the web page, Leveraging Technology will be able to see where their web traffic is coming
from, how long they spend on each page, and what they search for in order to get to the page. All of
these will enable Leveraging Technology to structure their website around the feedback they receive
from the Google Analytics results.

In terms of return on investment, there are no monetary disadvantages to Google Analytics.
Because it is free, fairly easy to install, and can offer a large amount of valuable data, there are no
perceived disadvantages in implementing Google Analytics.

Promotional Video
Leveraging Technology’s promotional video would seek to accomplish 3 goals: portray
the vision, focus, and specialties of the firm, display the competence and expertise of the firm, and

lastly, increase web presence with memorable content. This video should include a conveyance of the
company mission and general services from leading members of the business as well as compelling
testimonials that portray the firm’s value-adding activities. Live segments for both business-minded and
technologically inclined individuals should be included to appeal to both groups of viewers within
potential client groups. Personal verbal segments accompanied by solid, convincing ROI and value-
adding portrayals will result in a compelling presentation. The video could be posted as a YouTube flash
video (which could then be displayed on the company website) or other promotional channels.

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