AnswerDash

Target Market
Positives Selection
1. Choosing an E-commerce company
Why: Targeting an e-commerce company based on
research studies and trying to reduce cart abandonment
was a good move as e-commerce is one area which will
continue to bloom

Not so Positives

1. Customers acquired from teams professional network

Why: Ideally customers should be unknown and new.
Known customers are difficult to get revenues from. It is
also not an indicator that you could convince to sell your
product.
2. Targeting a Tyre manufacturer and a Jeweller
Why: Absence of focus leads to increased acquisition
costs and brand dilution

Positives

Pricin
g

1. Pricing as per usage

Why: Good revenue model leads to improved bottom line.
However, there has to be a cap on the direct
proportionality so that beyond a point no further increase
in cost.
2. Contracts paid upfront, set to automatically renew at
the same price
Why: Automatic renewal is a way we prevent customer
from thinking about other alternatives and competitors.
Getting paid up-front ensures liquidity and operational
capital
3. End users would still be able to find existing answers
Why: Number of clicks might at times overshoot the usage
level due to many factors such as festive season,
attractive discounts offered by AnswerDashs customer
etc. Allowing end user to still be able to see the existing
answers wont impact AnswerDashs customers business.

Not so Positives

1. Contracts billed annually & paid upfront

Why: Very few customers want to pay for the entire year
up-front, so it is better to have quarterly payments paid
up-front
2. Turn-off a customers back-office tools if the cap was
exceeded before the month had ended
Why: Instead of turn-off we can have the analytics
running but hidden to customer and will only show if he
goes for a top-up. Turn-off leads to customer
dissatisfaction and loss of data.
3. Customers would have to wait until the following
month to be able to publish new Q&A, change certain
settings, or drill-down in their analytics
Why: Instead of having a customer wait until next month
to publish new Q&A, we can roll offers to customer to be
able to add few questions at a price. Making customer
wait is a very bad idea.

Communication and Selling

Efforts
Positives

Not so Positives
1. Creating a browser plug-in to show how their product 1. Targeting middle managers and not the decision
looks like on the customers site
authorities
Why: A good demonstration is more appealing than many Why: It is leading to relay losses and the decision
minutes of oral selling & explanation
authority is not able to appreciate the impact this can
bring about
2. Using inbound marketing techniques, participating in
speaking events, social media content generation and
hiring a PR for media exposure
Why: There is no underestimating the power of social
media and the impact it can have in the current time. So
inbound marketing is a good way to attract potential
customers.

3. Not loosing out on chance meetings to promote

Why: Leaving no stone unturned and being on the look
out for opportunities while it may appear good initially to
sell an idea but it is always better to be focused and
know which industries or businesses to target.

3 primary options
Option-1 the
Reducing
number of
stakeholders in
decision making
is hard to
achieve
Targeting the
product at customer
support manager
level would rob the
product off its
visibility

Option-2

Enterprises have
bigger chunk of
customers so
targeting them
makes sense
Enterprises will
provide economies
of scale, visibility,
and revenues

Option-3

To build a brand
they better be
focused

Targeting companies
within a domain
puts paid to high
acquisition cost as
competitors readily
imbibe best
practices