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See all Premium member Presentation Transcript Marketing SaaS Business Solutions In The Middle East : Marketing SaaS Business Solutions In The Middle East Example Company Name: Intacct Prepared by: Mazen Abu-Ali Agenda : Agenda Introduction Mission statement Executive summary Market Analysis – KSA Example Marketing strategy Preliminary implementation plan KPI’s 2 Introduction : Introduction In this presentation we will tacle marketing SaaS solutions in the Middle East, KSA specifically. For the nature of this presentation, there was no specific product assigned. So we took the liberty of choosing Intacct company as an example. 3 Mission Statement : Mission Statement To position « our firm » as the leading on-demand solutions and services provider for small to medium businesses in the Middle East region within two years. 4 What is SaaS : What is SaaS Software as a service (SaaS), or On demand, or Cloud Computing are names for a software application or a service delivery model in which customers pay for access over the internet through a hosted native web platform, operated by a software vendor or a service provider. Unlike the on-premise solutions, SaaS requires almost no initial investment and is totally based on subscription. Executive Summary 5 On-Premise VS On-Demand : On-Premise VS On-Demand 6 Executive Summary Executive Summary : Executive Summary 7 5% of newbusiness software in 2005 growing to 25% of newbusiness software in 5 years*Now $7B, this suggests a $30-40B opportunity *Gartner “SaaS Delivery Challenges On-Premise Software”, September 2006 SaaS.. The Future of Software Growth Primary Objectives for SaaS Adoption - Survey : Primary Objectives for SaaS Adoption - Survey 8 Executive Summary Primary Objectives for SaaS Adoption & Satisfaction Rates : Primary Objectives for SaaS Adoption & Satisfaction Rates 9 Executive Summary Customers to renew, expand, and recommend SaaS : Customers to renew, expand, and recommend SaaS 10 Executive Summary Lifetime revenue per acquisition cost is highly attractive within the short-medium term : Lifetime revenue per acquisition cost is highly attractive within the short-medium term 11 Executive Summary Corporate Market Key Trends : 12 Executive Summary Corporate Market Key Trends Most companies are SMEs; they comprise over 80% of any corporate market Higher competition is forcing companies to increase their productivity, lower their cost and increase the quality and range of their products and services. Software applications and their usage is expanding to reach every part of the supply chain in the organization; hence to have a top-notch and efficient IT function is becoming imperative to any company’s success. Customers of companies are demanding higher QOS, broader range of products and an ever improving customer experience. Why ? : Why ? Intacct is the market and technology leader in on-demand financial management and accounting applications More than 2,500 customers, from startups to enterprises Greater than 95% customer retention rate Founded in 2000 Headquartered in San Jose, California Executive Summary 13 SaaS Value Proposition : SaaS Value Proposition 14 SaaS promises to shift operational expense (OpEx) and capital expense (CapEx) from the end-customers to the SaaS provider while reducing time to deployment and improving accessibility. It allows the customers to focus on the usage of the constantly updated software applications, in order to increase their productivity and competitiveness whilst minimizing their IT Opex. Customers receive support from world class IT professionals that are able to meet the QOS and adaptation requirements of the customers within short time durations and at 1/3 of their in-house cost Executive Summary Features: Rich Web Experience : Features: Rich Web Experience Executive Summary 15 Features: Pay As You Grow : Features: Pay As You Grow Executive Summary 16 Features: High Availability : Features: High Availability Executive Summary 17 Slide 18: Customization & Implementation Hardware IT Personnel Training Maintenance On Premise Solution Intacct 29% 71% Software Intacct offers a lower TCO compared to traditional client-server software deployments. In a Yankee Group study, the TCO for On-Demand was ~50% to 75% the TCO of a traditional on-premise solution.* Offers the Lowest TCO 43% 26% 14% 7% 1% 9% On average Intacct customers have deployed Intacct for less than the annual maintenance for their on-premise system. Executive Summary 18 KSA Analysis : KSA Analysis Economic analysis: Country Overview GDP, Technology, & SMB Distribution Competition in GCC Market Analysis 19 Economic analysis:Country overview : Economic analysis:Country overview KSA is the biggest market in the GCC GDP 21,300 $ Population of 28mil – 82% live in towns & cities It’s divided into 13 regions, 3 cities with population above 1mil Further 5 cities with population over 500K KSA represents 40% of $5 billion of GCC computer and IT application market 14 ISPs and Internet usage is the highest amongst the working population Market Analysis 20 GDP, Technology, & SMB Distribution : GDP, Technology, & SMB Distribution Top ranking cities in terms of GDP are: 2005 GDP/cap Even though these cities account for a third of the population, they account for two thirds of the GDP Working Population of 7.2 Million Expat Community of 5.5 Million More than 20 mil mobiles in use More than 4.7 mil internet users SMBs According to IDC: Small (5-49) 40,000 Medium (50-249) 15,000 Medium (250-499) < 5,000 2005 Market Analysis 21 Competition in GCC : Competition in GCC Qatar-based Meeza, has announced the availability of its SaaS offering across the GCC. The SaaS products initially include Hosted Exchange (e-mail) and Hosted SharePoint. Planning to provide CRM and ERP soon. UAE-based Keross offers organizations on demand SaaS BI, Help Desk, and security solutions. Raqmiyat, a UAE-based systems integrator, has introduced a new SaaS model of its ERP 'GEMS’ ERP. Cobweb Solutions partnered with Media Solutions of Dubai, UAE to provide the MENA region with Hosted Microsoft Services, Hosted SharePoint and Hosted CRM, plus supporting services. UAE property developer Nakheel has signed BIW Technologies to deliver project management applications through a SaaS model. QED Connect an innovative software-as-a-service (SaaS) provider for the information security market, partnered with IDM in Dubai to sell the full range of QED's SaaS applications across the Middle East. SAS announced plans to build a USD 70 million cloud computing facility in the Middle East. Salesforce.com is planning to target the Middle East market through its recent partnership with integrator eSolutions. Market Analysis 22 Competitive Evaluation : Competitive Evaluation Why should customers subscribe with us rather than from our competitors? Develop Competitor Matrix Value Proposition Ranking against competitor offerings On-premise and SaaS Marketing Strategy 23 SMB Coverage Plan : SMB Coverage Plan Objective: To ensure that our firm & partner resources are appropriately allocated in countries and cities with the greatest SMB revenue potential. Goals: Understand geographical SMB market coverage & partner coverage per country and per city/region. Analyze the gaps between “our firm’s” current position vs. SMB market vs. partner capabilities per country & per city/region. Set Action Steps with countries based on the results of this analysis. Marketing Strategy 24 Differentiation : Differentiation SaaS business model will result in significant changes in these key areas: Web-Driven Business Model: Ordering, Provisioning, Billing Technical Model: Own data center or leased facility Marketing and Sales 24 x 7 service delivery Partner ecosystem Customization, Configuration, & Integration Continuous Release Cycle: Monthly/quarterly updates Marketing Strategy 25 Competitive Advantage Attributes : Competitive Advantage Attributes Continues Updates Fast Implementation Design & Features 24x7 Support Visible Road Map Rapid Regional Expansion: Partners More Turnkey Offerings What SaaS Customers Want? Marketing Strategy 26 Generic Marketing Strategy : Generic Marketing Strategy Cost Leadership: Lower TCO value for customers compared to on-premise model and offerings from competition Differentiation: Provide Unique products with maximum functionality Target different verticals by industry specific products Focus: Majorly on small-To-Medium businesses Marketing Strategy 27 Marketing Strategy : Marketing Strategy Go-To-Market Strategy: Marketing SaaS has the objective of developing a credible market presence, creating awareness, generating leads and enabling sales to efficiently sign up new customers. The marketing tactics are using a familiar mix of: Free Trial: Approach all prospects by a 1-2 months free trial offer. That is the most important marketing tactic and the major cost driver because During the free trial period, product specialists will be supporting and training the customer day-by-day until the customer decides to subscribe. Loyalty Program: first customers are the most important. We can use them as successful references, and use their “Viral Marketing” to attract more customers. Continued.. 28 Marketing Strategy Marketing Strategy : Marketing Strategy Person to Person Marketing: Using corporate and channel partners sales force. Email Campaigns & Newsletter: Addressing current and potential customers to introduce new updates, features, and products. Public Relations: Attending all related events. Telemarketing: Professional agents to addressing well established / updated prospect lists. Co-operative Marketing Programs: Events with our partners and loyal customers. Webinars Continued.. 29 Marketing Strategy Marketing Strategy : Marketing Strategy One-month free setup, free trial period for generated leads. Experienced product support specialists familiar with customers industry. For example, if we provide a SaaS EHR for doctors clinics, the product specialist is preferably to be a doctor, nurse, or experienced in HER. Easy to use, few steps subscroption portal. Promotion prices for longer subscription periods: The portal web experience of subscription, renewal, help desk, inquiries, collaboration, etc… Should be very easy and straight forward. Many customers simply give up renewing their subscription if the process is complicated. Continued.. 30 Marketing Strategy Marketing Strategy : Marketing Strategy Continuous messaging thorough newsletters, emails, and telemarketing to inform future and existing customers of: New added features Newly added products and services Enhancements New promotions New events Continuous support and PR should be maintained with subscribed customers to help maintain customer retention rates. Continued.. 31 Marketing Strategy Pricing Strategies : Pricing Strategies Continued.. 32 Pricing has to reflect the value of the service to the client and not arbitrary measures of usage. create value models for different customers or customer segments relative to the customer's alternatives, and translate them into value messages that can be used by sales. pricing should be developed with an understanding that it might change in the future. The right pricing model might not be the first model. Use Metric model: Per seat/user/transaction, etc… Transparent and pridictable model for clients. The per user fee includes everything: Q&A, upgrades, nightly backups, patches, fixes, support, account management. Etc.... Pricing Strategies Pricing Strategies : Pricing Strategies 33 Quick Start Setup fee: training session, configuration of the solution, initial analysis of the customer’s state with recommendation how to use the software most efficiently, etc. Support fee: Tiered levels of support starting with basic to premier (different levels of SLA's for submitted cases). Volume based dynamic pricing, where price drops automatically when additional users are added. Price based on different types of users. Pricing based on number of functionalities being used. Pricing Strategies Pricing Models : Pricing Models 34 Pricing Models Sales Strategy - Partners : Sales Strategy - Partners Channel partners must be trained and directed to follow the same exercise with customers in their territories. Partners will be selected in terms of coverage and competencies. Partner’s portal for registering leads and billing. Flexible billing mechanism: let the salesmen agree with the client on the model to be used - make the partner’s life much easier. Contract” SaaS agreement with customer., i.e, RightNow agreement. Set KPIs to measure partners performance. 35 Sales Strategy Sales Revenue Model : Sales Revenue Model 36 Revenue Model Budget : Budget Product acquisition Pricing model Sales Model Revenue Forecast Key Financial Indicators Budgeting will highly depend on: Number and type of product/services Establishing a data center or hosting at ISP PEP (Break Even Point) Accordingly; Gross Margin on Sales over Customer Acquisition Costs. Continued.. 37 Budeget Budget : Budget Continued.. 38 Budget : Budget 39 Slide 40: Revenue Forecast Price Per Contract Number of Customers (Small Co. & Medium Co.) Total Revenue 40 Key Financial Indicators : Key Financial Indicators Funding 41 Slide 42: Thank you Mazen.abuali@windowslive.com You do not have the permission to view this presentation. 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SaaS Marketing Plan By Mazen Abu Ali V3 Mazenabuali Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1599 Category: Entertainment License: All Rights Reserved Like it (1) Dislike it (0) Added: April 05, 2010 This Presentation is Public Favorites: 2 Presentation Description No description available. Comments Posting comment... By: fb3003 (4 week(s) ago) excellent presentation. Good compelling story. Can you please send me a copy to fb3003 at gmail.com thanks in advance FB Saving..... Post Reply Close Saving..... Edit Comment Close By: Mazenabuali (9 month(s) ago) Thank you very much for your nice comment Sozesty and I do agree with your point. Saving..... Post Reply Close Saving..... Edit Comment Close By: sozesty (10 month(s) ago) Very nicely illustrated and good presentation to do both pitch product and make some important points on SaaS. Saving..... Post Reply Close Saving..... Edit Comment Close By: wahalem (20 month(s) ago) Thank you Saving..... Post Reply Close Saving..... Edit Comment Close By: pillappank (22 month(s) ago) hi, good ppt. Request you to mail a copy to me on pillappank@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Marketing SaaS Business Solutions In The Middle East : Marketing SaaS Business Solutions In The Middle East Example Company Name: Intacct Prepared by: Mazen Abu-Ali Agenda : Agenda Introduction Mission statement Executive summary Market Analysis – KSA Example Marketing strategy Preliminary implementation plan KPI’s 2 Introduction : Introduction In this presentation we will tacle marketing SaaS solutions in the Middle East, KSA specifically. For the nature of this presentation, there was no specific product assigned. So we took the liberty of choosing Intacct company as an example. 3 Mission Statement : Mission Statement To position « our firm » as the leading on-demand solutions and services provider for small to medium businesses in the Middle East region within two years. 4 What is SaaS : What is SaaS Software as a service (SaaS), or On demand, or Cloud Computing are names for a software application or a service delivery model in which customers pay for access over the internet through a hosted native web platform, operated by a software vendor or a service provider. Unlike the on-premise solutions, SaaS requires almost no initial investment and is totally based on subscription. Executive Summary 5 On-Premise VS On-Demand : On-Premise VS On-Demand 6 Executive Summary Executive Summary : Executive Summary 7 5% of newbusiness software in 2005 growing to 25% of newbusiness software in 5 years*Now $7B, this suggests a $30-40B opportunity *Gartner “SaaS Delivery Challenges On-Premise Software”, September 2006 SaaS.. The Future of Software Growth Primary Objectives for SaaS Adoption - Survey : Primary Objectives for SaaS Adoption - Survey 8 Executive Summary Primary Objectives for SaaS Adoption & Satisfaction Rates : Primary Objectives for SaaS Adoption & Satisfaction Rates 9 Executive Summary Customers to renew, expand, and recommend SaaS : Customers to renew, expand, and recommend SaaS 10 Executive Summary Lifetime revenue per acquisition cost is highly attractive within the short-medium term : Lifetime revenue per acquisition cost is highly attractive within the short-medium term 11 Executive Summary Corporate Market Key Trends : 12 Executive Summary Corporate Market Key Trends Most companies are SMEs; they comprise over 80% of any corporate market Higher competition is forcing companies to increase their productivity, lower their cost and increase the quality and range of their products and services. Software applications and their usage is expanding to reach every part of the supply chain in the organization; hence to have a top-notch and efficient IT function is becoming imperative to any company’s success. Customers of companies are demanding higher QOS, broader range of products and an ever improving customer experience. Why ? : Why ? Intacct is the market and technology leader in on-demand financial management and accounting applications More than 2,500 customers, from startups to enterprises Greater than 95% customer retention rate Founded in 2000 Headquartered in San Jose, California Executive Summary 13 SaaS Value Proposition : SaaS Value Proposition 14 SaaS promises to shift operational expense (OpEx) and capital expense (CapEx) from the end-customers to the SaaS provider while reducing time to deployment and improving accessibility. It allows the customers to focus on the usage of the constantly updated software applications, in order to increase their productivity and competitiveness whilst minimizing their IT Opex. Customers receive support from world class IT professionals that are able to meet the QOS and adaptation requirements of the customers within short time durations and at 1/3 of their in-house cost Executive Summary Features: Rich Web Experience : Features: Rich Web Experience Executive Summary 15 Features: Pay As You Grow : Features: Pay As You Grow Executive Summary 16 Features: High Availability : Features: High Availability Executive Summary 17 Slide 18: Customization & Implementation Hardware IT Personnel Training Maintenance On Premise Solution Intacct 29% 71% Software Intacct offers a lower TCO compared to traditional client-server software deployments. In a Yankee Group study, the TCO for On-Demand was ~50% to 75% the TCO of a traditional on-premise solution.* Offers the Lowest TCO 43% 26% 14% 7% 1% 9% On average Intacct customers have deployed Intacct for less than the annual maintenance for their on-premise system. Executive Summary 18 KSA Analysis : KSA Analysis Economic analysis: Country Overview GDP, Technology, & SMB Distribution Competition in GCC Market Analysis 19 Economic analysis:Country overview : Economic analysis:Country overview KSA is the biggest market in the GCC GDP 21,300 $ Population of 28mil – 82% live in towns & cities It’s divided into 13 regions, 3 cities with population above 1mil Further 5 cities with population over 500K KSA represents 40% of $5 billion of GCC computer and IT application market 14 ISPs and Internet usage is the highest amongst the working population Market Analysis 20 GDP, Technology, & SMB Distribution : GDP, Technology, & SMB Distribution Top ranking cities in terms of GDP are: 2005 GDP/cap Even though these cities account for a third of the population, they account for two thirds of the GDP Working Population of 7.2 Million Expat Community of 5.5 Million More than 20 mil mobiles in use More than 4.7 mil internet users SMBs According to IDC: Small (5-49) 40,000 Medium (50-249) 15,000 Medium (250-499) < 5,000 2005 Market Analysis 21 Competition in GCC : Competition in GCC Qatar-based Meeza, has announced the availability of its SaaS offering across the GCC. The SaaS products initially include Hosted Exchange (e-mail) and Hosted SharePoint. Planning to provide CRM and ERP soon. UAE-based Keross offers organizations on demand SaaS BI, Help Desk, and security solutions. Raqmiyat, a UAE-based systems integrator, has introduced a new SaaS model of its ERP 'GEMS’ ERP. Cobweb Solutions partnered with Media Solutions of Dubai, UAE to provide the MENA region with Hosted Microsoft Services, Hosted SharePoint and Hosted CRM, plus supporting services. UAE property developer Nakheel has signed BIW Technologies to deliver project management applications through a SaaS model. QED Connect an innovative software-as-a-service (SaaS) provider for the information security market, partnered with IDM in Dubai to sell the full range of QED's SaaS applications across the Middle East. SAS announced plans to build a USD 70 million cloud computing facility in the Middle East. Salesforce.com is planning to target the Middle East market through its recent partnership with integrator eSolutions. Market Analysis 22 Competitive Evaluation : Competitive Evaluation Why should customers subscribe with us rather than from our competitors? Develop Competitor Matrix Value Proposition Ranking against competitor offerings On-premise and SaaS Marketing Strategy 23 SMB Coverage Plan : SMB Coverage Plan Objective: To ensure that our firm & partner resources are appropriately allocated in countries and cities with the greatest SMB revenue potential. Goals: Understand geographical SMB market coverage & partner coverage per country and per city/region. Analyze the gaps between “our firm’s” current position vs. SMB market vs. partner capabilities per country & per city/region. Set Action Steps with countries based on the results of this analysis. Marketing Strategy 24 Differentiation : Differentiation SaaS business model will result in significant changes in these key areas: Web-Driven Business Model: Ordering, Provisioning, Billing Technical Model: Own data center or leased facility Marketing and Sales 24 x 7 service delivery Partner ecosystem Customization, Configuration, & Integration Continuous Release Cycle: Monthly/quarterly updates Marketing Strategy 25 Competitive Advantage Attributes : Competitive Advantage Attributes Continues Updates Fast Implementation Design & Features 24x7 Support Visible Road Map Rapid Regional Expansion: Partners More Turnkey Offerings What SaaS Customers Want? Marketing Strategy 26 Generic Marketing Strategy : Generic Marketing Strategy Cost Leadership: Lower TCO value for customers compared to on-premise model and offerings from competition Differentiation: Provide Unique products with maximum functionality Target different verticals by industry specific products Focus: Majorly on small-To-Medium businesses Marketing Strategy 27 Marketing Strategy : Marketing Strategy Go-To-Market Strategy: Marketing SaaS has the objective of developing a credible market presence, creating awareness, generating leads and enabling sales to efficiently sign up new customers. The marketing tactics are using a familiar mix of: Free Trial: Approach all prospects by a 1-2 months free trial offer. That is the most important marketing tactic and the major cost driver because During the free trial period, product specialists will be supporting and training the customer day-by-day until the customer decides to subscribe. Loyalty Program: first customers are the most important. We can use them as successful references, and use their “Viral Marketing” to attract more customers. Continued.. 28 Marketing Strategy Marketing Strategy : Marketing Strategy Person to Person Marketing: Using corporate and channel partners sales force. Email Campaigns & Newsletter: Addressing current and potential customers to introduce new updates, features, and products. Public Relations: Attending all related events. Telemarketing: Professional agents to addressing well established / updated prospect lists. Co-operative Marketing Programs: Events with our partners and loyal customers. Webinars Continued.. 29 Marketing Strategy Marketing Strategy : Marketing Strategy One-month free setup, free trial period for generated leads. Experienced product support specialists familiar with customers industry. For example, if we provide a SaaS EHR for doctors clinics, the product specialist is preferably to be a doctor, nurse, or experienced in HER. Easy to use, few steps subscroption portal. Promotion prices for longer subscription periods: The portal web experience of subscription, renewal, help desk, inquiries, collaboration, etc… Should be very easy and straight forward. Many customers simply give up renewing their subscription if the process is complicated. Continued.. 30 Marketing Strategy Marketing Strategy : Marketing Strategy Continuous messaging thorough newsletters, emails, and telemarketing to inform future and existing customers of: New added features Newly added products and services Enhancements New promotions New events Continuous support and PR should be maintained with subscribed customers to help maintain customer retention rates. Continued.. 31 Marketing Strategy Pricing Strategies : Pricing Strategies Continued.. 32 Pricing has to reflect the value of the service to the client and not arbitrary measures of usage. create value models for different customers or customer segments relative to the customer's alternatives, and translate them into value messages that can be used by sales. pricing should be developed with an understanding that it might change in the future. The right pricing model might not be the first model. Use Metric model: Per seat/user/transaction, etc… Transparent and pridictable model for clients. The per user fee includes everything: Q&A, upgrades, nightly backups, patches, fixes, support, account management. Etc.... Pricing Strategies Pricing Strategies : Pricing Strategies 33 Quick Start Setup fee: training session, configuration of the solution, initial analysis of the customer’s state with recommendation how to use the software most efficiently, etc. Support fee: Tiered levels of support starting with basic to premier (different levels of SLA's for submitted cases). Volume based dynamic pricing, where price drops automatically when additional users are added. Price based on different types of users. Pricing based on number of functionalities being used. Pricing Strategies Pricing Models : Pricing Models 34 Pricing Models Sales Strategy - Partners : Sales Strategy - Partners Channel partners must be trained and directed to follow the same exercise with customers in their territories. Partners will be selected in terms of coverage and competencies. Partner’s portal for registering leads and billing. Flexible billing mechanism: let the salesmen agree with the client on the model to be used - make the partner’s life much easier. Contract” SaaS agreement with customer., i.e, RightNow agreement. Set KPIs to measure partners performance. 35 Sales Strategy Sales Revenue Model : Sales Revenue Model 36 Revenue Model Budget : Budget Product acquisition Pricing model Sales Model Revenue Forecast Key Financial Indicators Budgeting will highly depend on: Number and type of product/services Establishing a data center or hosting at ISP PEP (Break Even Point) Accordingly; Gross Margin on Sales over Customer Acquisition Costs. Continued.. 37 Budeget Budget : Budget Continued.. 38 Budget : Budget 39 Slide 40: Revenue Forecast Price Per Contract Number of Customers (Small Co. & Medium Co.) Total Revenue 40 Key Financial Indicators : Key Financial Indicators Funding 41 Slide 42: Thank you Mazen.abuali@windowslive.com