Why content marketing is the future of internet marketing e briks infotech
Rai Infotech Marketing and Business Plan .
Transcript of Rai Infotech Marketing and Business Plan .
2009
Rai Anod Kumar –
Student ID - 52108001
Ritsumeikan Asia Pacific University
7/27/2009
Entrepreneurship and New Business
Prof. M. Namba
Rai Infotech Business Plan
Hi Friends!!! I am “A”
and I am your guide to
this Marketing plan
BORN TO LEAD
Rai InfoTech Business Plan copyright ©2009 Anod Rai
Marketing Page 2
Table of Contents
1 Executive Summary.................................. Error! Bookmark not defined.
2 General Company Description .............................................................. 4
2.1 Vision . .................................................................................... 4
2.2 Mission Statement ..................................................................... 4
2.3 Company Goals .......................................................................... 4
2.4 Company Objectives: .................................................................. 4
3 Company ............................................................................................. 4
3.1 Personal advantage ................................................................. 5
3.2 Ownership .............................................................................. 5
3.3 Services specifications - ............................................................ 6
3.4 Why Us? ................................................................................. 7
4 Marketing Plan ................................................................................... 8
4.1 Economics .............................................................................. 8
4.2 Market Share ......................................................................... 9
4.3 Trend in Market ..................................................................... 9
4.4 Barriers to Entry ..................................................................... 9
4.5 SWOT Analyses ................................................................... 11
4.6 STP ..................................................................................... 12
4.7 4P’s ..................................................................................... 14
5 Strategy and Action Plan ................................................................... 15
5.1 Strategy ............................................................................. 15
5.2 Action Plan ......................................................................... 17
5.3 Contingency plan ................................................................. 18
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I. Executive Summary
After Four years of working in Software Industry and being 2 years of part time technical trainer I
realized that this 9 to 5 job is not exciting enough for me anymore I need something to challenge my
true potential of dynamic entrepreneur and good communicator then I decided to earn
Management skills and move ahead to the world of business.
Rai InfoTech is the name of the company which I am going to open with the dream of making it
India’s number 1 brand in technical quality education. Rai InfoTech will provide niche technology
education to the youth of India; company will target only graduated engineers and people with basic
technical jargon who are looking for job in technology market, we are also committed to provide
industry best trained professional with all kind of theoretical and practical exposure.
Rai InfoTech is going to concentrate on niche technologies like SAP, Embedded Systems, Mobile
Application development, ERP CRM Software, .Net and Java Programming, and Software Testing. We
are not simple computer institute we are specialized technology institute, people who have basic
computer knowledge with zeal to learn and succeed in this highly competitive and dynamic industry
can only attend our training programs.
Last fiscal year 2008, India exported software worth $45 billion and the target this fiscal is around
$58 billion. Out of this, $3.6 billion has been earmarked for electronics hardware and $55 billion for
software and services. By reading this data we can conclude the potential of software market in
India which need pool of qualified technology professional, our objective is to fill this gap of
knowledge between job seekers and recruiters.
Born to lead
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Rai InfoTech Student Recruiter
II. General Company Description
Vision: Become a national brand in core technology quality education.
Mission Statement: “Become a top computer software education institute in
India by the year 2020”
Company Goals:
1. To provide the excellent education on latest technologies with maximum practical
exposure.
2. To engage in partnerships with the private and public sectors and to implement
programs that addresses their identified employment needs.
3. Provide highly skilled
professionals to the
software Industry.
Company Objectives:
1. Achieve at least 30% growth every year.
2. Provide placement to at least 75% students.
3. Maximize accessibility by Opening 3 new teaching
centres on various locations in India every year.
4. Acquire and upgrade best and latest software and
hardware to provide state-of-the-art technologies in
the education and training of all individuals.
Company
Rai InfoTech is starting with the goal of providing quality software education to the young graduates
who are looking for quality education on latest software technologies in order to get job in good
technology companies.
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Too much
Theory!!!
Software Industry is very fast growing Industry in India, More and More graduating youths are
choosing software sector as their preferred industry due to good pay package and life style and
more and more global companies are investing into India to get advantage of highly skilled but cheap
professionals but ironically many fresh graduates from not so popular universities are unable to get
placements to these companies because of their tough evaluation criteria and small Companies
don’t want to spend much money and time into training young fresh graduates, instead they prefer
trained experienced people to execute their projects as fast as possible.
Our company is starting with the vision of filling this gap between employee and employer; we as
the Rai team are committed to be a pioneer in quality software education and provide industry with
best trained quality professionals.
Rai InfoTech is going to concentrate on niche technologies like SAP, Embedded Systems, Mobile
Application development, ERP CRM Software, .Net and Java Programming, and Software Testing. We
are not simple computer institute we are specialized technology institute, people who have basic
computer knowledge with zeal to learn and succeed in this highly competitive and dynamic industry
can attend our training programs.
Personal advantage –
I have around 4 years of software development
experience on various technologies in small to very big companies
with a 2 year of part time industry trainer experience; I personally gone
through the tedious process of Job searching when I was fresh graduate
so I have a knowhow of this system. Additionally, armed with the
knowledge of Master of Business Administration from one of the best
university of Japan Ritsumeikan Asia Pacific University, Japan I have a
confidence to realize the dream of becoming number 1 by 2020.
Ownership –
Rai InfoTech is going to open as a 100% Sole proprietorship company on my name [Rai Anod] in
starting phase later if need will arise will change form accordingly to partnership or corporation.
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III. Products and Services
Services specifications -
Course Name Module Covered Course Duration
(in hours)
Price per module
(INR)
Contact
SAP Course FICO , MM,
HR ABAP , SD ,
PP, EP , XI, TERP
10, SAP 01
1200 hrs 1.5 Lac +0120-46-46-46-4
sap@rai-
tech.com
Embedded
Systems
C and DS,
Intel 8-bit Core,
Microcontroller ,
Linux Internals ,
Device Driver
,32-bit ARM
Processor
72 hrs 65 K +0120-46-46-46-4
embedded@rai-
tech.com
Software Testing Introduction to
SQT, Winrunner,
quality centre,
quick test
professional ,
Load runner
Test director 7.6
45 hrs 35K +0120-46-46-46-4
Training
SAP (ERP, CRM) Embedded
Systems
Software
Testing
.Net & Java
Programming
Mobile
Technologies
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Silk test rational
rose
Application
programming
(.Net , Java)
Core Java,Java
J2ee ,Java Struts ,
Microsoft .Net
,Microsoft Biztalk
,Microsoft Share
Point .
120 hrs 72 K +0120-46-46-46-4
java-net@rai-
tech.com
Mobile
application
development
Mobile technology
Introduction,
J2ME, WinCE,
Symbian
Programming
84 hrs 50K +0120-46-46-46-4
mobile-dev@rai-
tech.com
Why Us?
In Rai InfoTech, students will have the opportunity to participate in hands-on in industry-
specific projects exposing them to global organizations, real-world issues and
software/hardware used in the global marketplace. Our Offerings will include:
Certified Course in Advanced Technologies affiliated by AICTE.
Modular Courses for Professionals (Part Time)
Strong emphasis on both theory as well as practical hands-on experience.
Well equipped labs which are open 24/7.
Training by professionals with years of industry experience.
Course material designed around current and upcoming technologies.
100% Placement assistance with industry leaders.
World Class Ambience
Hi-End Infrastructure.
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IV. Marketing Plan
Economics-
“With the rapid expansion in IT/ITES sector, now there is enough scope of IT training
courses and institutes. IT sector is soon going to face a huge shortfall of skilled employees, if
the growth in the software industry goes by as expected. According to recent report of
NASSCOM (The National Association of Software and Services Companies) on software
industry, the IT services sector will see a shortfall of 2,35,000 people by 2009. IT spending in
the global business world is expected to grow by 6 to 7 % in the next 3 years, which will be
enough to give boost to the IT training sector. “
Source -http://traininganddevelopment.naukrihub.com
Currently, the IT training market is valued at Rs 100 crore,
and is expected to reach Rs 500 crore over the next 3 years.
The total IT education market grew by 29% up from Rs
2,626 crore in FY 07
Source: http://dqindia.ciol.com
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Software training Market Share in India (2007-08) -
Trend in Market –
Above data analysis indicates huge demand for highly skilled professional in upcoming year existing
it is predicted that current training infrastructure in country is not sufficient enough to fulfil the
demand of IT industry, huge number of people all over country and are choosing Information
Technology as preferred career choice and they are looking best training in niche technologies. Even
people from neighbouring countries like Nepal, Bangladesh, Srilanka, Pakistan are coming to India to
learn latest technologies creating huge market and great opportunities for us.
Barriers to Entry
o Acquire latest software and hardware technologies
o High marketing costs
o Consumer acceptance and brand recognition
o Acquire highly qualified experienced professional
o Building relationship with technologies companies.
o High Capital cost
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How to Overcome Barriers -
o Start with small scale.
o Concentrate on niche technologies and position.
o Doing free technology seminars in universities and colleges and distribute brochures and give information about our company.
o Organise small promotional events in front of universities, schools, colleges and young people preferred hangout places.
o Visiting technologies companies and informing them about our excellent curriculum and persuade them to visit our institute.
o Provide special Discount schemes on software packages.
o Tie up with banks to provide capital.
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SWOT Analyses –
Weakness
Lack of experience in managing company.
Unavailability of enough capital.
New entrant so lack of identity.
Scarcity of well trained trainer.
Opportunities
Emerging software market.
Need of highly skilled professionals.
Availability of Pool of untrained graduates.
Increasing per capita income.
Companies are looking for institutes to train
their employees with latest technologies.
Demand for latest technologies education.
Threats
Global recession.
Entry of new entrants to grab market share.
Unenthusiastic approach of companies to
recruit from our institute.
Highly competitive market .
Emergent of new technologies can devalue
existing technologies bought.
Strength
My technology development, software training and Management experience.
Well aware of Indian culture, processes, demands, issues of software market.
Provider of training on niche technologies
Well established engineer friends network in many software companies and institutes.
Good relations with banks.
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Segmentation – Targeting – Positioning (STP)
Segmentation –
a. We can categorize potential customers into 5 major categories they are :
b. Unskilled Graduates
c. Working engineers in industry.
d. Simple Undergraduates
e. Fresh Engineering Graduates
f. School goers below 18
We are going to target niche technology training so our target segment is fresh engineering
graduates and engineers who are already working in industry but wanted to increase their skills by
training.
Targeting -
Our future target are the people who want to specialize themselves in core niche technologies.
Most potential customers are the fresh unemployed people struggling to find job in technologies
industry, simple engineering degree does not guarantee employment and they need extra edge from
others to be competitive. Our aim is to provide those people that extra edge with real knowledge
plus working experience on live projects.
Most of the potential customer belongs to the age group of 21 to 25, we need to very competitive
and dynamic to be their first choice. Mostly people in this category are unemployed so we have to
keep our package prices lower. Following are communication method will use to reach them.
o Doing free technology seminars in universities and colleges and distribute
brochures and give information about our company.
o Organize small promotional events in front of universities, schools, colleges and
young people preferred hangout places.
o Visiting technologies companies and informing them about our excellent
curriculum and persuade them to visit our institute.
o Provide special Discount schemes on software packages.
Target segments
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Positioning –
We are committed to position our self as not so costly but high technology and best quality institute.
Perceptual Map –
Low technology
institutes
High technology
institutes
Cheap
Costly
NIIT
Aptech
Jetking
Educomp
CMC
Siemens
Rai InfoTech
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4P’s–
-----------------------------------------------------------
Price
Special discounts for merit student.
One time or payment in parts payment options.
Special discount of working class.
Gifts on new year and diwali festival.
Scholarship for best student in batch.
5% discount to reference students.
Product
Build brand as niche technology training institute.
Acquire best latest technology and well trained professionals.
Build state of art infrastructure with latest technological labs.
Build online helper for remote students.
Provide cheap pick and drop facility to or from institute.
Provide 100% job placement assistance.
Place
Build training centres at different part of
countries.
Build institute near universities colleges or at the
middle of cities.
Make contact centres to at remote cities to
develop reachablity.
State of art, attention grabbing coaching centres.
Promotion
Push and Pull both promotional strategies.
Internet and newspaper advertising.
Distribution of brochures at universities
and colleges .
Small Hoardings besides roads.
Discount to reference students .
Discount to family member of student.
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V Strategy and Action Plan
Strategy - Strategy is to build a growth organisation with attracting more youths to learn
and grow with us and build a national brand till end of 2020.
To achieve that vision we are planning to establish at least 3 coaching centres across India.
One year action Plan of 2010 -11 –
Month Action Plan
January 1. Apply for Bank loan and get it
2. Look for good place to setup institute
3. Do Survey and choose good hardware and software vendors
and office setup companies.
4. Advertise for recruitment of new experienced people.
February 5. Interview and recruit employees.
6. Build brochures and hoardings for the company and start
advertising with information spreading.
7. Finalize all municipal paper work.
8. Finalize Setup of whole Institute.
March 9. Opening of Rai InfoTech –Invite people from education circle
and students.
10. Allocation of work and targets.
11. Visit technology companies to inform about our organisation
and invite them.
April 12. Visit Universities and give free seminars with company
brochures.
13. Inform them about company discount schemes.
May 14. Evaluation of Employee performance.
15. Keep checking System performances.
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16. Visiting Universities.
June 17. Recruit more trained professional if required.
18. Quality measures and evaluations.
July 19. Aggressive marketing.
20. Discussion with employees achieves Kaizen.
August 21. Small functions to promote bight students and motivated
employee.
22. Open New coaching centre somewhere.
September 23. Performance testing.
24. Positioning initiatives.
October 25. Collect feedback about system from students and employees
and try to improve them.
November 26. Meeting with banks.
27. Update hardware and software technologies available.
December 28. Evaluation of whole year company performance .
29. New Year party –Invite peoples, students, professors and
employers and communicate with them.
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Contingency plan -
Failures Contingency Plan
Lack of required Capital
required for growth
1. Talking too various banks and convince to
invest.
2. Build relationship with Venture capitalists.
Difficulties in placing students
1. Regular talks with technology companies.
2. Invite companies to institute and encourage
them to do Company seminars.
3. Show them projects done by students.
Non availability of latest
technologies in country.
1. Keep in touch with different vendors to
provide best and latest technologies.
2. Ask system admin department to keep track
of new technological changes.
Thanks for giving
your valuable time!!!