How to Troubleshoot Apps for the Modern Connected Worker
07.15.2013 captain earthmarketingplan
1. Property of Captain Earth LLC
Not to be reused or redistributed
Marketing Plan
2. Current Market Conditions for 2012
Estimated $400,000 of product sales by Texas partners.
An estimated 10 total partners in Texas.
Average sales of product per partner in Texas is at $40,000
Based on research, the estimated $400,000 in product sales
captures less than 1% of market share.
3. Current Distributors Strategy
ERTEC product’s is one of several products being offered =
Divided Focus
Managed Partners overall success is not tied to ERTEC’s
success
They are selling to individuals/ GC’s
Uphill battle due to higher initial cost product
New Product’s are generally harder to sell
4. The theory examines the process of capturing market share....it
concludes, start with the people that believe what you believe, the
innovators and early adopters, people that want to protect the
environment through sustainable and efficient products….this leads
to product adoption…..
Eco-friendly
City
Departments
NCTCOG
Cities/
Green
Engineer
Firms
Large GC’s
Small
GC’s
Law of Diffusion
6. Our Understanding of The Current Conditions
“Market share is LOW…”
“SALES at $400,000 for 2012…”
“So many MARKETS to develop…”
“Hard to find the TIME…”
8. Incentive… or lack thereof
Why do existing Distributors focus here???
Eco-friendly
City
Departments
NCTCOG
Cities/
Green
Engineer
Firms
Large GC’s
Small
GC’s
9. MUST Convince Eco-Friendly City Departments First…..
Where Captain Earth is going…..
Eco-friendly
City
Departments
NCTCOG
Cities/
Green
Engineer
Firms
Large GC’s
Small
GC’s
13. We believe in the product
This Product has the potential to capture significant Market share if
and only if we reach the left side of the Innovation Curve…
This Product is aligned with a greater cause….the push for
sustainability and zero waste, the efforts to clean up our lakes and
streams
We are looking to align with these people…. People who share the
same beliefs
At Captain Earth we believe in protecting LIFE…. The life of Texas
lakes and streams, even human life through our giving efforts
We are looking to double the current sales volume in Texas by June
2014….
15. Focused Intensity on Eco Friendly
Entities
Focused Intensity + Time = Unparalleled Success
16. Arlington Ft. Worth Dallas TOTAL
$3,500,000.00
$23,000,000.00
$33,000,000.00
$60,000,000.00
17. “These Departments are asking their Cities and
Businesses to reduce their waste while they
currently utilize wasteful BMP measures…..”
The Greatest Impact….
When these Department’s catch on everyone else, including
General Contractors, will have to follow suit…..
19. The Solution
Captain Earth focuses on developing the South West Region
expanding out from the DFW area while remaining Non-
Exclusive…….. performance terms in place to make sure we’re
winning
Zero Risk with no Additional Cost to ERTEC
21. Implications
Greater Market Reach = Increased
Market Share
Increased Sales Volume
Non-Exclusive = Commission tied to
what we develop/Direct Sales to
ERTEC
Eliminate double dipping
Our Success = ERTEC’s Success
Similar to the winning model that
is already in place in HOUSTON
Various models in use to determine
which model is most effective
Covering a greater area vs.
Competing in the same area
One Company, Captain
Earth, developing ERTEC vs. One
Sales Rep.
A company offers greater product
support
22. Development Partner Model
New Development Partner Model with
financial incentive based on increased
volume of sales. Achieved by making
ERTEC the product of choice for
municipalities, government
agencies, etc..
24. Captain Earth’s Extended Management Team
Jon Dickens
Civil Engineering Degree from
Texas A&M University
Project Manager for Multi-million
dollar projects
30+ years of experience in the
Engineering world
Trevor Kleine
Bachelors of Business
Administration
Field Office Manager/Project
Manager
Belfour Property Restoration – The
worldwide leader in disaster
recovery and property restoration
Employment: 2010-2013
26. Developmental Partners
Business Model
Phase 2: Market Development
Work with NCTCOG
Create awareness with City Inspectors
Work with Environmental Council
Build relationships with the Texas Commission on
Environmental Quality
Establish Specification for features of
ERTEC(Recyclable, Sustainable, Greater Sediment
Retention, Greater than Zero Waste)
27. Developmental Partners
Business Model
The two phases work hand in hand. Selling the product to city entities will
give us leverage in implementing a specification that is in-line with
ERTEC’s products.
28. Financial Implications….based on Economies of Scale
Assumptions:
Texas Sales volume will Increase as ERTEC “spec” is
established
Fixed cost remain relatively the same
Per-unit Variable Cost should decrease due to increased
volume
ERTEC’s profit margin increases with the increased
volume and reduced per-unit variable cost
30. Implications for ERTEC
Worst Case
Current conditions remain
the same
Nothings been lost but
nothing has been gained
No added cost to you
Best Case
Sales Volume in Texas
Increases
Significant Increase in
Market Share
Variable cost decrease per
unit
Profit increase
No added cost to you
31. Implications for Distributors
Worst Case Scenario
Current conditions remain
the same
Sales continue to grow at
their current rate
Pricing stays the same
Continue to push the
product
Best Case Scenario
Pricing stays the same
As a result of the NCTCOG
specification, their sales
increase
Cities search them out for
the product they carry
32. Implementation
Captain Earth receives a % of new sales, resulting from ERTEC product
specifications in Texas
The % we make is directly related to Captain Earth’s developmental
work
Sales from Product Specification
Sales Developmental Partners Share
33. Why Now?
For our business model to work, market development is absolutely
necessary. Without it, we are extremely limited with no reason for such
limitations. This model provides zero risk, resulting in a win-win for
ERTEC and Captain Earth. It provides us with the incentive and
protection we need to be as successful as possible.
34. Captain Earth’s Future Plans aligned with
ERTEC’s goals
Three Year Plan:
10 Franchises in the South
West
Capture Significant Market
Share
Captain Earth is the brand
of choice in the erosion
control industry
Five Year Plan:
Gain a presence in Coastal
Erosion
50 Franchise locations
throughout the United
States
36. A Plan for the Future of ERTEC…
2013 2014 2015 2016 2017
Sales Growth
2013 2014 2015 2016 2017
Market Share
37. Recap……
Opening A New Market
Through specifying the product
and creating awareness we
open the market for everyone
Which will increase sales for
everyone
We want to participate in every
market we open up
Un-exclusive agreement
We’re looking for an incentive
to open that door
38. Overall Implications
No Additional Cost to ERTEC
Zero Risk for ERTEC
Increased Sales Volume = Increased Profit %
Zero Negative Implications for Current Distributors
No change in pricing
Greater Sales Opportunity
Collaborate to create Market Share vs. Compete for Market
Share
41. Our Concerns
We want to have protection for what we create…
Set ourselves up to be as successful as possible because we are exclusively
carrying ERTEC
Give our company the stability to take off…
Our success = ERTEC’s Success
