Overview
Company M is a social networking service who is looking to partner with networking hardware providers to implement and distribute Company M Wi-Fi, a free Wi-Fi service for Company M users. Company M Wi-Fi allows end-users to gain access to free Wi-Fi when users “check-in” to a wifi-enabled location via a Company M browser/app. Small businesses benefit from Company M’s ability to capture their customer’s demographic and other related data to understand their customers and ultimately help them with their businesses.
Company W would partner with Company M to deliver this capability on several products including routers and access points. We would be one of the early adopters of Company M Wi-Fi (Company L has already launched the service) and would target the small to medium sized SMB market.
With 1.11 billion Company M users as of May 20XX, there is a unique opportunity to tie Company W with an organization with a broad market footprint with both users and small businesses. We can increase Company W’s penetration into these segments leveraging their sales and marketing efforts into the SMB and Consumer markets.
Opportunity Size
Company M is a $5.1 Billon dollar company with 1.11 Billion users. It is available in 70 languages. The global footprint for Company M is large with small businesses being a key target for them. It’s clear there is a significant opportunity for Company W to further penetrate into consumers and small businesses worldwide.
Global Company M Statistics:
- 50 million total Company M pages
- 751 million Company M mobile users
- 17 billion location-tagged Company M, including check-ins
- 500,000 pages promoting posts
- 2.5 million Company M promoted posts
- 42 million page offer claims
- 2 billion connections between local businesses and users
- 645 million average weekly local business page views
Company M Opportunity
- Company M Wi-Fi as an added feature can increase sales of routers in the small business and consumer market
- Company W can increase sales of additional networking products such as cameras, storage, access points.
- Company M branded captive portal may increase the number of multi-site business, selling more units.
Target Market
Segmentation by Business Type
Company M has identified 13 key segments which are targets for Company M Wi-Fi. Highlighted in red are the initial priority markets for them. Many of these targets match with segments Company W already sells into.
| Airports | Casinos |
| Planes | Amusement Parks |
| Stadiums | Bookstores |
| Colleges | Libraries |
| Hotels | Trains |
| Coffee Shop | Public Spaces |
| Retail |
Segmentation by Customer Size
The target market can also be segmented by customer size. We intend to focus on the following target segmentation as it relates to solution rollout.
Phase I – Micro
Phase I’s focus are micro businesses with employees of less than 20. Most of the businesses are DIY merchants who purchase and install their own network. The intent is to initially deliver a high end 11ac router solution for this segment.
Phase II – SMB, Mid-Enterprise
Phase II’s focus includes SMB and Mid-Enterprise businesses that may require a VAR to install their network. The intent is to include the upcoming PRODUCT products and selected Business Access Points to support Company M Wi-Fi.
Product
The first product that will include Company M Wi-Fi will be the PRODUCT D, positioned as a high-performance 11ac router in the SMB market for DIY merchants. This allows business owners to the ability to easily implement a captive portal in their business, providing their customers free Wi-Fi.
Based on target market and release timing, the PRODUCT-150/150N/250/250N product line has been chosen as next on the road map. The selection of specific Business Access Points is being proposed and still TBD.
Pricing and Timing
Pricing
Company M Wi-Fi will be added as a feature to specific Company W products. There will be no additional charge for this feature. Estimated MSRP price for the initially targeted SKUs are…
MSRP
- PRODUCT D: US$199.99
- PRODUCT-150: US$169.99
- PRODUCT-150N: US$209.99
- PRODUCT-250: US$189.99
- PRODUCT-250N: US$269.99
Timing
In terms of timing, Company W is looking to launch the Company M Wi-Fi solution as soon as possible. It is anticipated that competing solutions (beyond Company X which has already launched) will become available soon. It is understood that if we launch quickly that we have a small lead on the competition and, just as important, with an early launch we would development a mindshare/relationship with Company M before other competitors.
Anticipated Availability
- PRODUCT D ( Q4 20XX)
- PRODUCT-150 (Q1 20XX)
- PRODUCT-150N (Q1 20XX)
- PRODUCT-250 (Q1 20XX)
- PRODUCT-250N (Q1 20XX)
- Future APs (TBD)
Value Proposition – Small Business Owner
Micro and small business owners have an additional reason to offer free wifi to their customers. This includes:
- Better connecting with customers: Identifying and Understanding their customers
- Share offers and Promotions: Incentivizing new and regular customers with promotions and offers
- Generate more connections: Utilizing Company M’s advertising network to grow their business
Proposed Product Messaging
- Bring a Great Wi-Fi experience to your Customers
- Eliminates need for a secret wifi code
- Ease of use and maintenance
- Better Understand and Connect with your Customers
- Connect with your customers every time they visit
- Retain actual customer ID to share offers and announcements
- Increase traffic to your Company M page
- Enhance your business Company M ads
- Increase Your Awareness with Customers
- Increase check-ins driving over mentions of your business on Company M and other Company M users pages.
- Increase brand exposure and leads for ongoing ROI and customer retention
diana luong 