Marketing Project

Marketing Project

Bill Rossetti


In the ever changing technological era of the soon to be 21st century,
electronic advancements have amazed us all. Unfortunately, the educational gap
for the common man/woman as a computer end user has left many far behind. There
are those who know and those who don\'t. This gap is the anchor of the computer
industry. One question comes to mind. "Why would I buy a computer, investing
thousands of dollars, when I don\'t know the first thing about them?" If it were
as easy as plugging it in and it guiding you through every nook and cranny
answering every question you had, then the computer would basically sell itself.
However, the shortcomings of this incredible technology intimidates the average
person. There has to be a liaison, an educator, a hand-holder, someone that is
there, patient and understanding, willing to teach and guide the most timid of
users. This is where my service comes in to play. A service that is there for
the computer novice, a strong, knowledgeable voice just a phone call away,
soothing the anxieties, relieving the pressures of ignorance.

Target Market

A geographic approach for my business would be the most feasible. I\'m
concerned with anyone that now owns, plans to own, or is reluctant to own
because of their fear due to lack of knowledge. As a test area, I would keep my
business in the immediate vicinity. The Battle Creek/Kalamazoo area would be my
start up point. Although computer sales have increased considerably due to the
drastic drop in prices and at the same time the increase in speed and abilities,
I don\'t want to bite off more than I can chew. There will always be computer
users because, like the television, society has welcomed the computer chip
into everyday life. In other words, expansion will be there.

Product Strategy

My business is a service to the public. Mainly telephone contact to all
that contract with the service. For those extreme cases, home visits may be a
necessity. The main purpose is to guide the computer owner through any problems
they may encounter. At the present time, most computer companies offer
assistance at a fee of $35 per situation. That means every time you need help
it\'s $35. I ran into this when I first purchased my computer and I was quite
angry about it. I gave my business to this company, not to mention almost three
thousand dollars, and they have the gall to charge me more every time I had a
problem. If someone who has no idea how to use a computer needs help, this
could get quite costly.
My business would deal more on the novice level. From how to turn on
your computer to more advanced applications. I plan to gear my service toward
the person who has a simple problem, to the more learned computer user, and
will call on my service without hesitation. My goal would be to make the
customer feel comfortable no matter how insignificant the case. This is what
would separate my business from the others.

Pricing Strategy

I would be most likely accepted in the market in a penetration pricing
strategy. First, my overhead would be minimal so cost of my service would best
serve the public at a low start up price. Second, not many are willing to open
their pocket books too wide after they\'ve already made a major purchase.
However, since my service could be considered a short term service with a high
turnover, a month to month contract or a choice of extensions to this contract
for additional fees would go like this: $25 for the first month up to 25 calls
$45 for two months up to 50 calls $70 for three months up to 75 calls $125 for
six months unlimited calls $200 for 1 year unlimited calls all emergency home
visits would be a $20 charge An important note: These would be the promotional
prices in the Introductory stage of my business. If and when my client list
expands, further changes and adaptations would take effect. At this stage I\'m
more interested in building clientele.

When it comes to a service, the price/value relationship is less likely
to come into question. Therefore it will be my responsibility to convey to the
potential customer the purpose and obligations of my service. I feel that once
a person has an interest to call and question my service, the importance of
communication is utmost to the sale. Making up a procedure for calls received,
as to type, would be in place before initial advertising.