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E-Guard Customer Acquisition Plan

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Submitted By deepsri
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E-Guard: Customer Acquisition Plan

Target Segmentation and Fraud Risk Analysis

Considering the past cases of insider trading viz. Rajaratnam case (Galleon Group), Rajat Gupta case (Goldman Sachs) and accounting fraud like that of Satyam Computer Services or Enron Group, the target sectors to be aimed are Financial (hedge fund, mutual fund, trading, investment banking firms, etc.) and big corporate houses like Energy and Steel.

* Market study of amount of Data handled in respective sectors and their Fraud Risk Analysis * Information assimilation of similar competitive products and their customers * Segmentation on the basis of scale, new or old, if already using similar products, price vs quality sensitivity parameters.

Cost of Acquisition vs Customer Retention

It is one most important Business Metric which would help in deciding how much to be spent on the respective targets in the acquisition process.

* The various heads to be included Marketing, Meetings, Infrastructural, Promotional and Miscellaneous costs * Customer Life Time Value (LTV) to be calculated using Subscription period and Pricing * Marketing Budget to be prepared and if needed share of Retention budgets of the Retail & Educational Suits to be used

Customer Engagement

The communication is to be done in the following sequential manner:

* Key Opinion Leaders (KOL), Stakeholders in each target company to be recognized and approached * Frequency and Message to be conveyed in meetings to be specifically decided and presented * Interaction with CEO – Value focused, Interaction with CTO – Technology focused, Interaction with CFO – Finance focused

Testing, Analysis and Optimization

The final phase would be chalking out and presenting the process of installing the services. * Testing of Pilot and Feedback Analysis * Resolving the issues generated * Full installation and then Post Installation services and Up-gradations to be presented
Appendix – Key points of Communication

Discuss product attributes, proposed benefits and operational pitfalls if any
Benchmark product features/attributes against those offered by 2-3 peers

Product capability assessment and benchmarking report

Product/Equipment capabilities
A
Discuss ecosystem for ongoing support to ensure deployment assurance & performance assurance
Promise service attributes, operational SLAs and KPIs

Support readiness assurance

Operational capabilities
B
Present roadmap for future products/versions
Evaluate scope of future deployments based on proposed roadmap

Detailing of architecture roadmap

Product /Equipment roadmap
C

Build of cost of delivery (CAPEX and OPEX) based on product version and services
Define costs (CAPEX and OPEX) on a Year on Year basis
Develop base cost case
Present sensitivities in the cost case

Cost estimates
D
Present them Analysis of alignment and compliance of products/solutions with established industry standards such as ITIL (Information Technology Infrastructure Library)

Industry compliance log

Compliance with industry standards
E

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