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267935327.

xls - Opportunity

PAGE 1 OF 17

Directions:

Route Calculator 1. Fill in cells that have green backgrounds


Prepared by
Date
Product or Service
Market Segment
Route
Time Period

2. Do not change formulas in cells with gray


backgounds
Simple video editing
Consumers with no video editing experience
Retailers
1Q 2010

Opportunity & Market Share Analysis


Customer Spend on Whole Solution
Customer Spend on Your Product or Service
Channel's Gross Margin
Segment Size (Revenue Available to You after Channel Discount)
Your Target Market Share
Your Target Revenue for this Market Segment
Your Average Revenue per Deal
# of Deals that Need to be Closed to Achieve Your Target Revenue
Closing Rate Assumption (% of Qualified Leads You Expect to Close)
Target # of Qualified Leads to Generate

Consumers with no
video editing
experience
$
600,000,000
$
500,000,000
30%
$
350,000,000
30%
$
105,000,000
$
60
1,750,000
30%
5,833,333

267935327.xls - Promote

Route Calculator
Prepared by
Date
Product or Service
Market Segment
Route
Target Revenue

PAGE 2 OF 17
Directions:
1. Fill in cells that have green backgrounds
2. Do not change formulas in cells with gray backgounds
0
###
Simple video editing
Consumers with no video editing experience
Retailers
$ 105,000,000

Route Step: Promote Brands


Note: Product promotion is done in Route Step Generate Demand.
Program Resources & Activities

Program Costs
for Route Step

Corporate Marketing
Brand Marketing
Public Relations
Ads (email, mobile devices, movies, print, radio, search, signage, TV, websites)
Blogs, Microblogs
Online
Direct Marketing
Print
Audio/Video
Place-Based
Out of Home
Mobile Devices
Experiential
(other)
(other)
(other)
(other)
(other)
Program Subtotal

$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$

People
Product Marketing Lead
Product Marketing Specialist
(other)
(other)
(other)

Annual Cost
(Fully Loaded)
$
$
$
$
$

200,000
150,000
-

240,000
1,000,000
10,000
550,000
1,800,000

People Costs
for Route Step

Head Count
1.0
2.0
0.0
0.0
0.0

$
$
$
$
$

200,000
300,000
-

267935327.xls - Promote
(other)
(other)

PAGE 3 OF 17
$
$

People Subtotal
Operations
Facilities
IT
Tech Support
Finance
(other)
(other)
(other)
Operations Subtotal
Total
Program Subtotal
People Subtotal
Operations Subtotal
Total Costs for Route Step: Promote Brands
Total Costs for Route Step: Promote Brands, as % of Target Revenue

0.0 $
0.0 $
$

500,000

Operations Costs
for Route Step
$
$
$
$
$
$
$
$

Total Costs

$
$
$
$

1,800,000
500,000
2,300,000
2.19%

267935327.xls - Generate

Route Calculator
Prepared by
Date
Product or Service
Market Segment
Route
Target Revenue
Target # of Qualified Leads to Generate

PAGE 4 OF 17
Directions:
1. Fill in cells that have green backgrounds
2. Do not change formulas in cells with gray backgounds
0
###
Simple video editing
Consumers with no video editing experience
Retailers
$ 105,000,000
5,833,333

Route Step: Generate Demand

Program Resources & Activities


Product Marketing
Public Relations
Ads (email, mobile devices, movies, print, radio,
search, signage, TV, websites)
Blogs, Microblogs
Brochures, Case Studies, Whitepapers (email, cd,
dvd, print, online)
Demo (cd, dvd, in-person, in-store, online)
Business Development
Joint/Co-marketing
Customer Discounts, Incentives, Trade-ins, Tradeups
Online
Direct Marketing
Print
Audio/Video
Place-Based
Out of Home
Mobile Devices
Experiential
Social Networks
Loyalty, Cross-sell, Upsell Programs
Point-of-Sale Merchandising
Product Bundles
Product Placement
Webinar, Videocast
Websites
Word of Mouth
Associations, Organizations
Conferences, Conventions, Events, Trade Shows

% of Qualified
Leads to be
# of
Generated by Qualified
Resource or
Leads
Activity
Generated

Projected
Qualifying
Rate

10%

583,333
-

60%

###
-

# of
Responses
(Unqualified Expected # of Touches Cost
Prospects) Respons Needed to
per
Required
e Rate
Succeed
Touch
-

25%

2,333,333
-

20% 17,500,000
-

10.00%

23,333,333
-

$
$
$
$0.01

5.00% 350,000,000
-

Program
Costs
-

$7,000,000
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$

Total
Program
Costs
$
$
$

$ 233,333
$
$
$
$
$

$0.02

Developmen
t&
Production
Costs

Estimate
d Cost
Per
Qualified
Lead
$
$
$

$ 233,333 $
$
$
$ 400,000

$ 400,000
$
$
$
-

$
$
$
$

$7,000,000 $
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$ 300,000 $ 300,000 $
$
$
$
$
$
$

0.40
2.00
-

267935327.xls - Generate

PAGE 5 OF 17

Lead Management (collect, distribute, nurture,


qualify, score, track)
(other)
(other)
(other)
(other)
(other)
Program Subtotals
People
Product Marketing Manager
Product Marketing Specialist
(other)
(other)
(other)
(other)
(other)

70% 4,083,333
Annual Cost
(Fully Loaded)
$
$
$
$
$
$
$

200,000
150,000
-

Head
Count
1.0
3.0
0.0
0.0
0.0
0.0
0.0

People Subtotal
Operations
Facilities
IT
Tech Support
Finance
(other)
(other)
(other)
Operations Subtotal

19,833,333
People Costs
$
$
$
$
$
$
$
$

200,000
450,000
650,000

Operations
Costs
$
$
$
$
$
$
$
$

Totals
Total Audience Size (# of Touches)
Average Expected Response Rate
Total # of Responses (Unqualified Prospects) to be Generated
Average Projected Qualification Rate
Projected Total # of Qualified Leads
Projected % of Qualified Leads from identified sources
Projected % of Qualified Leads from unidentified sources

373,333,333
5.31%
19,833,333
20.59%
4,083,333
70%
30%

Program Subtotals
People Subtotal
Operations Subtotal

$ 7,933,333
$ 650,000
$
$ 8,583,333

Total Costs for Route Step: Generate Demand


Total Costs for Route Step: Generate Demand, as % of Target Revenue

8.17%

373,333,333

$
$
$
$
$
$

$7,233,333

$
$
$
$
$
$ 700,000 $7,933,333

$
$
$
$
$
$

267935327.xls - Qualify

Route Calculator
Prepared by
Date
Product or Service
Market Segment
Route
Target Revenue
Target # of Qualified Leads to Generate
# of Unqualified Responses to be Qualified

PAGE 6 OF 17
Directions:
1. Fill in cells that have green backgrounds
2. Do not change formulas in cells with gray backgounds
0
###
Simple video editing
Consumers with no video editing experience
Retailers
$ 105,000,000
5,833,333
19,833,333

Route Step: Qualify Prospects

Progarm Resources & Activities


Unqualified Responses to be Qualified by Vendor's Internal
and Contract Resources
Telemarketing
Direct Sales (in-person meeting)
Email
Text Chat
Webinar, Videocast
Websites
Seminars, Road Shows
Brochures, Case Studies, Whitepapers (email, cd, dvd,
print, online)
Demo (cd, dvd, in-person, in-store, online)
Trial Use, Pilot Project
Point-of-Sale Merchandising
Lead Management (collect, distribute, nurture, qualify,
score, track)
Subtotals for Vendor's Internal and Contract Resources
Unqualified Responses forwarded to ISVs
Unqualified Responses forwarded to IT Consultants
Unqualified Responses forwarded to Manufacturer's
Reps/Agents
Unqualified Responses forwarded to OEMs

% of Unqualified # of Unqualified
Responsesto be Responses to
Qualified by
be Qualified by
Resource or
Resource or
Activity
Activity

Resulting #
of Qualified
Leads

60%

11,900,000
-

3,500,000
-

60%

11,900,000

3,500,000

Cost to
Qualify an
Unqualified
Response

$
$
$
$

65.00
300.00
32.50
27.32

0.40

Development
& Production Total Program
Costs
Costs

Program
Costs

$
$
$
$
$
$
$
$

$
$
$
$
$
$
$
$

$ 4,760,000
$
$
$
-

800,000

$ 5,560,000
$
$
$
-

$ 4,760,000

800,000

$ 5,560,000

$
$
$

$
$
$

$
$
$

267935327.xls - Qualify

PAGE 7 OF 17

Unqualified Responses forwarded to Resellers, ValueAdded Resellers


Unqualified Responses forwarded to Retailers
Unqualified Responses forwarded to Systems Integrators

Subtotals for Channel Partners


Program Subtotals
People
Demo Marketing Specialist
(other)
(other)
(other)
(other)

40%

7,933,333
-

2,333,333
-

40%
100%

7,933,333
19,833,333

2,333,333
5,833,333

Head Count
2.0
0.0
0.0
0.0
0.0

People Costs

Annual Cost
(Fully Loaded)
$
$
$
$
$

145
-

People Subtotal
Operations
Facilities
IT - Lead Management System
Tech Support
Finance
(other)
(other)
(other)
Operations Subtotal

$
$
$
$
$
$

290
290

Operations
Costs
$
$
$
$
$
$
$
$

350,000
350,000

Totals
# of Unqualified Responses to be Qualified by Vendor's Internal and Contract Resources
# of Unqualified Responses to be Qualified by Channel Partners
Total # of Unqualified Responses to be Qualified
% of Unqualified Responses to be Qualified
Total # of Qualified Leads to be Produced
% of Qualified Leads to be Produced
Program Subtotals
People Subtotal
Operations Subtotal
Total Costs for Route Step: Qualify Prospects
Total Costs for Route Step: Qualify Prospects, as % of Target Revenue

11,900,000
7,933,333
19,833,333
100%
5,833,333
100%
$ 5,560,000
$
290
$ 350,000
$ 5,910,290
5.63%

$
$

$
$

$
$

$
$ 4,760,000

$
$

800,000

$
$ 5,560,000

267935327.xls - Close

Route Calculator
Prepared by
Date
Product or Service
Market Segment
Route
Target Revenue
Average Revenue per Deal
# of Qualified Leads to Contact and Close
# of Deals to Close

PAGE 8 OF 17
Directions:
1. Fill in cells that have green backgrounds
2. Do not change formulas in cells with gray backgounds
0
###
Simple video editing
Consumers with no video editing experience
Retailers
$ 105,000,000
$
60
5,833,333
1,750,000

Route Step: Close the Sale

Program Resources & Activities

% of Qualified
Leads
distributed to
Resource or
handled by
Activity

# of Qualified
Leads
distributed to
Resource or
handled by
Activity

# of Deals to
be Closed
by Resource

Brochures, Case Studies, Whitepapers (email, cd, dvd,


print, online)
Trial Use, Pilot Project
Configure, Quote, Propose
Customer Discounts, Incentives, Trade-ins, Trade-ups
Financing/Credit
Point-of-Sale Merchandising
Websites
ISV Channel Program
IT Consultant Channel Program
Manufacturer's Reps/Agent Channel Program
OEM Channel Program
Resellers, Value-Added Reseller Channel Program
Retailer Channel Program
Systems Integrator Channel Program
Subtotal Costs
Qualified Leads distributed to Vendor's Direct Sales to
close
Direct Sales (telesales)
Direct Sales (in-person/face-to-face)

Program
Costs

Developmen
t&
Production
Costs

Total
Program
Costs
$

$2,500,000
$2,500,000

$
$
$
$
$
$
$
$
$
$
$
$2,500,000
$
- $2,500,000

$
$

267935327.xls - Close

PAGE 9 OF 17

Subtotals for Vendor's Direct Sales

0%

Qualified Leads distributed to ISVs to close


Qualified Leads distributed to IT Consultants to close
Qualified Leads distributed to Manufacturer's Reps/Agents
to close
Qualified Leads distributed to OEMs to close
Qualified Leads distributed to Resellers, Value-Added
Resellers to close
Qualified Leads distributed to Retailers to close
Qualified Leads distributed to Systems Integrators to close
Subtotals for Channel Partners
Program Subtotal
People
Channel Marketing Specialist
Channel Sales Manager
Channel Sales Rep
(other)
(other)
(other)
(other)
People Subtotal

0 $

$
$
$

$
$

$
$

1,050,000

60%
60%

3,500,000
3,500,000

1,050,000 $
1,050,000 $2,500,000

Head Count
2.0
1.0
6.0
0.0
0.0
0.0
0.0

People
Costs
$ 270,000
$ 250,000
$1,050,000
$
$
$
$
$1,570,000
Operations
Costs

Facilities
IT - Partner Portal
Tech Support
Finance
(other)
(other)
(other)
Operations Subtotal

$
$1,000,000
$
$
$
$
$
$1,000,000

Totals

# of Qualified Leads distributed to Channel Partners


Total # of Qualified Leads distributed

3,500,000
-

135,000
250,000
175,000
-

Operations

# of Qualified Leads distributed to Vendor's Salespeople

60%

Annual Cost
(Fully Loaded)
$
$
$
$
$
$
$

3,500,000
3,500,000

$
$

- $
- $2,500,000

267935327.xls - Close
Total % of Qualified Leads distributed
# of Deals closed by Vendor's Salespeople
# of Deals closed by Channel Partners
Total # of Deals closed
Total % of Deals closed
Program Subtotal
People Subtotal
Operations Subtotal
Total Costs for Route Step: Close the Sale
Total Costs for Route Step: Close the Sale, as % of Target Revenue

PAGE 10 OF 17
60%
1,050,000
1,050,000
60%
$2,500,000
$1,570,000
$1,000,000
$5,070,000
4.83%

267935327.xls - Deliver

Route Calculator
Prepared by
Date
Product or Service
Market Segment
Route
Target Revenue
# of Deals to Deliver & Install

PAGE 11 OF 17
Directions:
1. Fill in cells that have green backgrounds
2. Do not change formulas in cells with gray backgounds
0
###
Simple video editing
Consumers with no video editing experience
Retailers
$ 105,000,000
1,750,000

Route Step: Deliver & Install

Program Resources & Activities


Ship, Deliver
Install, Customize, Integrate, Train
Manage Project, Operate
Survey Customer Satisfaction
Customer Support (email, in-person, mail, online, phone,
text chat)
Technical Support (email, in-person, mail, online, phone,
text chat)
Social Networks
Websites
ISV Channel Tech Support Program
IT Consultant Channel Tech Support Program
Manufacturer's Reps/Agent Channel Tech Support
Program
OEM Channel Tech Support Program
Resellers, Value-Added Reseller Channel Tech Support
Program
Retailer Channel Tech Support Program
Systems Integrator Channel Tech Support Program
Trainers Channel Tech Support Program
Subtotal Costs
Deals to be Delivered & Installed by Vendor's Support
organizations

% of Deals
Delivered &
Installed by
Resource or
Activity

# of Deals
Delivered &
Installed by
Resource or
Activity

Program
Costs

Developme
nt &
Production
Costs

$2,250,000 $ 300,000

$2,250,000 $ 300,000

Total
Program
Costs
$
$
$
$
$

$
$
$

$
$

$2,550,000
$
$
$2,550,000

267935327.xls - Deliver

PAGE 12 OF 17

Customer Support
Technical Support
Subtotals for Vendor's Support organizations

100%

Deals to be Delivered & Installed by Trainers


Subtotals for Channel Partners
Program Subtotal

Channel Tech Support Manager


Channel Tech Support Engineers
(other)
(other)
(other)
(other)
People Subtotal

$
$
$

$
$

$
$

0%

Deals to be Delivered & Installed by ISVs


Deals to be Delivered & Installed by IT Consultants
Deals to be Delivered & Installed by Manufacturer's
Reps/Agents
Deals to be Delivered & Installed by OEMs
Deals to be Delivered & Installed by Resellers, ValueAdded Resellers
Deals to be Delivered & Installed by Retailers
Deals to be Delivered & Installed by Systems Integrators

People

$
$
$

100%
100%
Annual Cost
(Fully Loaded)
$
$
$
$
$
$

180,000
140,000
-

0 $

1,750,000
1,750,000
1,750,000

$
- $
$2,250,000 $ 300,000
People
Costs

Head Count
1.0
2.0
0.0
0.0
0.0
0.0

$ 180,000
$ 280,000
$
$
$
$
$ 460,000

Operations

Operations
Costs

Facilities
IT
Tech Support
Finance
(other)
(other)
(other)
Operations Subtotal

$
$
$
$
$
$
$
$

Totals
# of Deals to be Delivered & Installed by Vendor's Support organizations
# of Deals to be Delivered & Installed by Channel Partners

1,750,000

$
$
$2,550,000

267935327.xls - Deliver
Total # of Deals Delivered & Installed
Total % of Deals Delivered & Installed
Program Subtotal
People Subtotal
Operations Subtotal
Total Costs for Route Step: Deliver & Install
Total Costs for Route Step: Deliver & Install, as % of Target Revenue

PAGE 13 OF 17
1,750,000
100%
$2,550,000
$ 460,000
$
$3,010,000
2.87%

267935327.xls - Support

Route Calculator
Prepared by
Date
Product or Service
Market Segment
Route
Target Revenue
# of Deals to Support

PAGE 14 OF 17
Directions:
1. Fill in cells that have green backgrounds
2. Do not change formulas in cells with gray backgounds
0
###
Simple video editing
Consumers with no video editing experience
Retailers
$ 105,000,000
1,750,000

Route Step: Provide Support

Program Resources & Activities


Warranty Service
Post-Warranty Service
Maintain, Repair
Manage Project, Operate
Perform Other Services
Survey Customer Satisfaction
Customer Support (email, in-person, mail, online, phone,
text chat)
Technical Support (email, in-person, mail, online, phone,
text chat)
Social Networks
Websites
ISV Channel Tech Support Program
IT Consultant Channel Tech Support Program
Manufacturer's Reps/Agent Channel Tech Support
Program
OEM Channel Tech Support Program
Resellers, Value-Added Reseller Channel Tech Support
Program
Retailer Channel Tech Support Program
Systems Integrator Channel Tech Support Program
Trainers Channel Tech Support Program
Subtotal Costs

% of Deals
Supported by
Resource or
Activity
100%

5%

105%

# of Deals
Supported by
Resource or
Activity
1,750,000
87,500
-

Developme
nt &
Production
Costs

Program
Costs

Total
Program
Costs

$ 2,100,000 $ 200,000
$
$
$
$
$
87,500 $ 130,000
$
-

$2,300,000
$
$
$
$
$ 217,500
$
-

$
$
$
$
$

$
$
$
$
$

$
$

$
$

1,837,500

$
125,000 $ 100,000
$
###
$
###
$ 2,312,500 $ 430,000

$ 225,000
$
$
$2,742,500

267935327.xls - Support

PAGE 15 OF 17

Deals to be Supported by Vendor's Support organizations


Customer Support
Technical Support
Subtotals for Vendor's Support organizations

0%

Deals to be Supported by ISVs


Deals to be Supported by IT Consultants
Deals to be Supported by Manufacturer's Reps/Agents
Deals to be Supported by OEMs
Deals to be Supported by Resellers, Value-Added
Resellers
Deals to be Supported by Retailers
Deals to be Supported by Systems Integrators
Deals to be Supported by Trainers
Subtotals for Channel Partners
Program Subtotal
People
Product Support Lead Engineer
Product Support Engineer
(other)
(other)
People Subtotal

0 $

100%
100%
100%
Annual Cost
(Fully Loaded)
$
$
$
$

Operations
Facilities
IT
Tech Support
Finance
(other)
(other)
(other)
Operations Subtotal

170,000
140,000
-

1,750,000
1,750,000
1,750,000
Head Count
1.0
4.0
0.0
0.0

$
- $
$ 2,312,500 $ 430,000
People Costs
$
$
$
$
$

170,000
560,000
730,000

Operations
Costs
$
$
$
$
$
$
$
$

Totals
# of Deals to be Supported by Vendor's Support organizations
# of Deals to be Supported by Channel Partners
Total # of Deals Supported
Total % of Deals Supported

1,750,000
1,750,000
100%

$
$
$

$
$
$
$
$

$
$
$
$
$2,742,500

267935327.xls - Support
Program Subtotal
People Subtotal
Operations Subtotal
Total Costs for Route Step: Provide Support
Total Costs for Route Step: Provide Support, as % of Target Revenue

PAGE 16 OF 17
$ 2,742,500
$
730,000
$
$ 3,472,500
3.31%

267935327.xls - Profit

Route Calculator
Prepared by
Date
Product or Service
Market Segment
Route
Target Revenue

PAGE 17 OF 17
Directions:
1. Fill in cells that have green backgrounds
2. Do not change formulas in cells with gray backgounds
0
###
Simple video editing
Consumers with no video editing experience
Retailers
###

Contribution to Operating Profit


% of
Revenue
$ 105,000,000
100%
$ 10,500,000
10%
$ 94,500,000
90%

Your Target Revenue for this Market Segment


Less: Cost of Revenue
Gross Profit
Less: Route Costs
Promote Brands
Generate Demand
Qualify Prospects
Close the Sale
Deliver & Install
Provide Support
Totals

Program
$ 1,800,000
$ 7,933,333
$ 5,560,000
$ 2,500,000
$ 2,550,000
$ 2,742,500
###

Contribution to Operating Income

People

Operations Total Route Costs

$ 500,000 $
$ 650,000 $
$
290 $ 350,000
$ 1,570,000 $1,000,000
$ 460,000 $
$ 730,000 $
$ 3,910,290 $1,350,000

$
$
$
$
$
$
$

2,300,000
8,583,333
5,910,290
5,070,000
3,010,000
3,472,500
28,346,123

28,346,123

2%
8%
6%
5%
3%
3%
27%

66,153,877

63%