Marketing Project


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,