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Precise Software Solutions Case Analysis Note
By S.N.
Name
Roll No.
Designation
Organization
Area Business Manager Manager – Corporate Communications Key Account Manager Sales Manager
Biogen Idec India
1.
Mr. Marripudi Jaya Rao
EPGCMM-06-010
2.
Mr. Umesh R. Sonawane
EPGCMM-06-024
3.
Mr. Raj Kumar
EPGCMM-06-015
4.
Mr. Roshan Joseph Pauly
EPGCMM-06-016
Sahara India Pariwar Nestle India Ltd Dell India Pvt. Ltd.
Private and Confidential
Summary Precise software solution is a growing company with some leading software in the Availability and Performance management function in the IT solutions. Recently they have envisioned an opportunity and they are working on the product to capitalise on the first mover advantage for them. The dilemma is should they time their launch of the product for the ‘Openworld 2000’ or should they wait for the completion of the entire programming.
1. Should Alon plan on introducing Insight at Open world 2000? Why or Why not? Ans: In our opinion Alon should not launch the product in hurry for the conference instead they should keep it un-announced for the reasons given below: a. Taking unfinished product to the market will damage the reputation of the organization b. Product without functionality will not deliver any value to the potential consumer c. Immature product will also give competitors an opportunity to sneak and come up with better version of the same product. This will not let Precise enjoy the first mover’s advantage. d. Packaged product without any functionality may also raise question about firm’s capability of actually make the product run. e. Delaying the launch will also allow Alon and team to formulate proper marketing and pricing strategy 2. What should Precise strategy be for insight? Should they launch a separate sale force for the new product or sell it through their existing sales force? How good is their current salesforce? Ans: Precise should employ a new sales force for the ‘Insight’ and use direct sales approach which is best suited due to following reasons: a. Unlike Precise’s SQL product target consumer for Insight are IT executives and CIO’s of the companies. This group prefers personal touch and would like have a conversation instead of one way communication. b. Precise SQL sales team have focused only on DBA as that was the target segment which is not the case for Insight c. Insight is premium priced solution and complex in functionality which can be well explained with a dedicated and trained sales team d. Any innovation requires more focused sales effort, Insight being launched for the first time consumer will have lot of questions and queries which will require immediate attention e. A separate sales force can propose end-to-end implementation counselling for the client with Insight being center of the idea, this way Precise will generate good amount of market intelligence Precise’s current sales force is a universal team for all of the products with fixed salary and commission structure based on the same they make. They use dual distribution channel. The new sales team should be different than the existing team and should only focus on the awareness and sale of Insight. Aggressive sales strategy coupled with dedicated team should deliver the result for Insight.
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Private and Confidential
3. How should Insight be priced? Develop an ROI model for Precise/SQL product. Ans: We recommend value based approach for pricing of the Insight with ROI model given below -
ROI for Precise/SQL Savings from DBA DBA’s work hour per week Total worked hours per year (40 hours X 52 weeks) Average Salary of DBA Salary per hour (60,000/2080) DBA’s saved hours Total hours saved per year (9.4 hours X 52 weeks) Savings per DBA (488.8 X 28.85) Number of DBA's Total savings for DBA (1) User Savings Salary of the end user (x) Employee burden rate (y) Improvement in End user time per transaction (z) Savings per End User (x * y * z) Number of users Total savings through users (2) Hardware Cost Savings Average Precise/SQL’s effect on Annual Hardware Budget (x) Effect on hardware cost if postponed by one year (x*30%) (y) Probability of postponing hardware purchase by 3 months (z) Hardware cost saving (y*z*25%) (3) Net savings (1+2+3) 10 DBA installations @ average cost of $ 20000 with 25% discount ROI
