Brand DNA: Recommended positioning.

ITR003 IT-Ration Brand strategy

Brand DNA workshop #2 notes

•Who is your customer? Small/mid size companies. Most often hired by President, finance director, or other operational lead (i.e, dealing with non-IT clients). Mainly doing business with “service” and”distribution” companies and some business with “light manufacturing” outfits.

•What do they really like most about you? They appreciate the after service-support and expert-attention. More time working with client, the more they appreciate IT-Ration. In fact, often get business after other NetSuite sellers botch their implementation.

•What do they want absolutely most help with? Varies a lot. Usual starting point for getting NetSuite is they want to begin integrating some of their various operation software to manage business better. E.g., accounting system to track billable time of staff. After set-up, IT-Ration provides real-time coaching/suport to users and the more the use the more they request discover specific needs for their business. Hence, the need for more support/customization.

•How much of your relationship/business based on sale & implementation? 30%; ongoing support? 70%

•What differentiator is no.1? Our team! See brand DNA differentiator #1.

Easy to do business (Transparent,

honest, accountable)

Easy to do business (Transparent,

honest, accountable)

In good handsIn good hands

Practical Problem Solvers

Practical Problem Solvers

Front-Line Software engineers

trained to be consultants

Front-Line Software engineers

trained to be consultants

Qualified TeamDeliver results

Technical forsightNetSuite partner

Sales TeamERP software

Organizational Excellence

Qualified TeamDeliver results

Technical forsightNetSuite partner

Sales TeamERP software

Organizational Excellence

Efficiency (getting good

answers you need, fast)

Efficiency (getting good

answers you need, fast)

Virtual extension of the client team

Virtual extension of the client team

Personalized/relevant Solutions

Personalized/relevant Solutions

DIFFERENTIATORSObjective product

attributes that define the

unique product promise

SO WHATBenefit of the product facts

FEELINGEmotional reaction to

benefits

FACTSBaseline facts to be a

contender in the business

TrustTrustCared for

(Loved)Cared for

(Loved)

FOUNDATIONBrand positioning.

The core essence of who we are and what we stand for most.

FOUNDATIONBrand positioning.

The core essence of who we are and what we stand for most.

We are...

IT-Ration recommended brand positioning

IT-Ration brand positioning

We are our clients’ ERP sherpa

buddies.

clients’We are in the service business. We are on the front-line serving the needs of clients. Think of any great service you’ve had at a restaurant, call-centre support, or hotel - we are in the business to please. We listen, we care. Our best marketing tool is a happy client. friendlyWe treat our hiring process very seriously and seeks more than experts. We want real people. What you do outside of work is as important as what you do at work. The friendly spirit of our team is key to our success. Friendly goes beyond a smile. A friend is someone who cares, listens, connects, and is generous. A friend is also honest and states it like it is. Friendly cannot be fake, it comes from a real relationship. Being friendly is not a “nice-to-have”, it’s one of our core strategic advantages.

We are our clients’ friendly ERP geeks.

This is our core DNA. It’s internal language that we live by not only in our communications but also thru our actions.ERP

ERP defines clearly the business sector we’re focused on. This is our sandbox. ERP is bigger than NetSuite but more specific that BPM or any other business operations terminology. It’s common parlance for software used to tie together several business software.

geeksThink about any super geek and you think sincere passion. We are passionate about what we do. We currently are obsessed with NetSuite because it’s the best solution out there for our clients ERP needs. We know the software better than NetSuite themselves. We participate in the community to make it better. We openly collaborate and open-source our ideas to make them even better. Everyday we push the boundaries of this tool and always seek to make it better whether we build a sophisticated ad-on or ‘patente’ a simple work-around.

Brand DNA recommended brand positioning