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Sales Logic
Recognizing And Shaping Opportunities
Sales Logic
Recognizing And Shaping Opportunities
March 19, 2016
March 19, 2016
Rashik Gupta, Karteek Ponnuru, Saket Sane, Ashwani Kumar
BML Munjal University
Rashik Gupta, Karteek Ponnuru, Saket Sane, Ashwani Kumar
BML Munjal University

Sales Logic - Recognizing and Shaping Opportunities
It is rightly said, “Opportunities are not defined, and rather they are created”. The myth of being lucky to get an idea and finding an opportunity out of it has been removed from the society by some of the dignities who with their hard-work and skills made it to the top of their journey. From these stories, it is clear that the ideas are found and opportunities are carved out of these ideas. With the advent of time, shaping and reshaping happens until the ultimate refinement point. The story is being plotted on three basic pillars: 1. Highlighting how ideas are identified and which business model would be needed to build inputs and outputs based on these ideas. 2. With the environmental analysis, what changes would increase the sustainability of that business model 3. Relate the business model with the Revenue generation stream and reduce uncertainty which would pave the path of failure
SalesLogic is another such idea by a successful Entrepreneur named Patrick Hunnewell, who could design his entrepreneurial journey abiding to the three pillars above. According to the case, the software development and business analytics expertise required to build predictive analytical models was in short supply in 2005. SalesLogic had three different business models in mind that it could pursue and choosing the best one is an important decision for SalesLogic to take. A brief about the available options are as follows:
Option – 1: Licensed Software:
To pursue this option, SalesLogic had to create a packaged software product that could be licensed to retail customers, and run within the customer data center thus addressing the privacy issue of the customer as well.
Pre-requisite for implementing this business model
To implement this model a rewrite of the existing forecasting model would be required and additionally it would also require on the company’s part to hire experienced software developers, system integrators and experienced sales force. Added to this the company estimated that it would have to spend $1million per month between January 2007 and December 2007.
Option-2: Saas Model with standardized back end:
To implement this the company would have to do the same rewriting the existing code of forecasts and creating a UI/UX all again minus it would need lesser number of work force who would only be needed to work with the customer to teach them to use the program. By implementing this model the company could reduce its burn rate to $750,000 per month.

Option-3: Custom Consulting Model:
This model would be inline with the same model being implemented now, but the only difference would be that the model developed for each customer would be hosted on SalesLogic server. The company estimated that it could reduce its burn rate to $500,000 per month by implementing this model.
To choose the best business model, the profits which are expected are calculated and presented as follows:
From Exhibit 9, the profit for all the three business models are calculated as follows 1. Licensed Software Licensed Software | Remarks | | | | Software Building Charges(Jan2007-Dec 2007) | 12000000 | | Intinal Configuration Fees | 1000000 | | One time license fees | 1200000 | | Total fees for the client | 2200000 | | Total cost incurred on the new client | 1700000 | | | | | Gross margin per client | 500000 | | Total client to be acquired by ther company in 2008-9 | 36 | | | | | Total Gorss margin | 18000000 | | Monthly Maintenance fees per client per month | 15000 | | Monthly maintenance charges per client per month | 7500 | | Gross margin on maintenance per minth | 7500 | | | | | Total Gross Margin on Maintenance for 2 years | 2835000 | 378 monthly maintenance @ 7500 | | | | Overall Gross margin | 20835000 | Revenue from one time sell and monthly payent | Fixed Cost | 12000000 | Cost to build a software | | | | Overall profit for 2 years | 8835000 | |

2. Saas Software Saas Software | Remarks | | | | Software Building Charges(Jan2007-Oct 2007) | 7500000 | | Intinal Configuration Fees | 1000000 | | One time license fees | - | There is no license fees | Total fees for the client | - | | Total cost incurred on the new client | 800000 | | | | | Gross margin per client | 200000 | | Total client to be acquired by ther company in 2008-9 | 36 | | | | | Total Gorss margin | 7200000 | | Monthly Maintenance fees per client per month | 100000 | | Monthly maintenance charges per client per month | 25000 | | Gross margin on maintenance per minth | 75000 | | | | | Total Gross Margin on Maintenance for 2 years | 28350000 | 378 monthly maintenance @ 75000 | | | | Overall Gross margin | 35550000 | Revenue from one time sell and monthly payent | Fixed Cost | 7500000 | Cost to build a software | | | | Overall profit for 2 years | 28050000 | |

3. Customized Software Customized Software | Remarks | | | | Software Building Charges(Jan2007-Dec 2007) | 6000000 | | Intinal Configuration Fees | - | | One time license fees | - | There is no license fees | Total fees for the client | 1500000 | | Total cost incurred on the new client | 1200000 | | | | | Gross margin per client | 300000 | | Total client to be acquired by ther company in 2008-9 | 15 | | | | | Total Gross margin | 4500000 | | Monthly Maintenance fees per client per month | 100000 | | Monthly maintenance charges per client per month | 50000 | | Gross margin on maintenance per month | 50000 | | | | | Total Gross Margin on Maintenance for 2 years | 6900000 | 138 monthly maintenance @ 50000 | | | | Overall Gross margin | 11400000 | Revenue from one time sell and monthly payent | Fixed Cost | 6000000 | Cost to build a software | | | | Overall profit for 2 years | 5400000 | |

From the above 3 Tables, we can see that the Saas model has the maximum profit for $28050000 which is far exceeding in performance as compared to the other two models i.e. Licensed Software($8835000) and Customized Software ($5400000). Taking the above points into consideration we would recommend SalesLogic to implement the Saas Model. Apart from the profits there are many advantages of implementing the Saas Model. From the customer point of view Saas helps them in the following ways:
1. Reduced time to benefit
Different from the traditional model, in SaaS the software is already installed and configured. The user has the advantage of provisioning the server for an instance in cloud and in a couple hours they can have the application ready for use. This reduces the time spent in installation and configuration, and can reduce the issues that can get in the way of the software deployment.
2. Lower costs
SaaS has a differential regarding costs since it usually resides in a shared or multitenant environment where the hardware and software license costs are low compared with the traditional model.

Another advantage is that the customer base can be increased since it allows small and medium businesses (SMB) to use a software that otherwise they would not use due to the high cost of license. Maintenance costs are reduced as well, since the SaaS provider owns the environment and it is split among all customers that use that solution when compared to the customized model planned above.
3. Scalability and integration
Usually, SaaS solutions reside in cloud environments that are scalable and have integration with other SaaS offerings. Comparing with the traditional model, users do not have to buy another server or software. They only need to enable a new SaaS offering and, in terms of server capacity planning, the SaaS provider will own that.
4. Easy to use and perform proof of concepts
SaaS offerings are easy to use since they already come with best practices and samples inside it. Users can do proof of concepts and test the software functionality or a new release feature in advance. Also, they can have more than one instance with different versions and do a smooth migration. Even for large environments, users can use SaaS offerings to test the software before buy it.
Considering all these benefits offered by Saas, it is recommended that the company should go and implement the Saas model.

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