figville_2015 naming & positioning-anna locke

8/20/2019 FIGville_2015 Naming & Positioning-Anna Locke

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Confidential: For A.T. LOCKE Use Only

Strategic Marketing

August 2015



Confidential: For Internal Use Only

Strategic Marketing

• Articulating the product or service

• Articulating the value of the product or service to a prospective client

•Positioning of the value within a client's set of competitive options

• Communicating the product, value, and “reason why” to prospective clients

“A brand is the essence of your company remaining in the mind of

your employees, customers, and potential customers.”

This is branding!




Our Objectives

Who are we?

What is our value?

What do we do?

Who is the competition?

How do we share it?

A.T. LOCKE’s story…

…Introduction of Sarbanes-Oxley




Our Objectives

Who are we?

What is our value?

What do we do?


How do we share it?

Why would someone hire your company?



Environmental Factors

ECONOMIC Slow economy/recession

Resistance to increase resources

Increased interest in by-the-hour services

Increased focus on financial statements

Increased need for financing

Unemployment high

Increased ‘free-lancers’ in the marketplace

Decreasing average salary range for full-time positions

LEGAL International GAAP

Increased need for assistance with financial statements

TECHNOLOGY Upgrades to on-line/cloud computing for accounting software

Increases small business owner’s ability to do it himself




Our Objectives

Who are we?

What is our value?

What do we do?


How do we share it?

How are you delivering your service?




Our Objectives

Who are we?

What is our value?

What do we do?


How do we share it?

We don’t exist in a vacuum…

…What are the substitutes?




Competitive Landscape

Major CPA

Firm

Local CPA

FirmFree Lance

Full-Time

Employee

Perfectly scalable a a a

Team experience a a a

In-house member of

client teama a a




Our Objectives

Who are we?

What is our value?

What do we do?


How do we share it?




Components to Communicating Value to Clients

Visitors

Leads

Opportunities

Sales

Satisfaction

Retention

Upsell

Evangelism

New Client!




Components to Communicating Value to Clients

Component Initiatives Deliverable

VisitorsAwareness

Share of VoiceAds

Leads Collateral Forward Progress

Opportunities Collateral Scope of Services

Sale Sit Down DiscussionAnna

Engagement Letter

Satisfaction A.T. LOCKE TeamSOW/Workflow/Timeliness

Accuracy/Quality

Retention A.T. LOCKE Team

“Intangibles”

Client Report CardBusiness Review/Relevance

Upsell A.T. LOCKE TeamManagement Consulting

Drip Campaign

Evangelism A.T. LOCKE Team A.T. LOCKE Team

Visitors

Leads

Opportunities

Sales

Satisfaction

Retention

Upsell

Evangelism




Our Objectives

Who are we?

What is our value?

What do we do?


How do we share it?

Let’s put it all together…




Who Are We?

A.T. LOCKE is a provider of accounting, analysis and guidance critical for decision

making. Through the collective experiences of the A.T. LOCKE team in

collaboration with management, we can help your company bridge the gap to the

future by providing accurate timely and relevant financial statements.




What is Our Value?

Through timely financial reporting, meaningful review, and understandable

communication, A.T. LOCKE’s breadth of knowledge and experience allows

funding of performance rather than position.




What Do We Do?

A.T. LOCKE provides accounting management including bookkeeping, budget

preparation, audit coordination, financial reporting, controller functions, and CFO

level analysis. Along with the various accounting functions, A.T. LOCKE team

members provide valuable insight and interpretation of the client financial data.



Confidential: For A.T. LOCKE Use Only

Strategic Marketing

August 2015

figville_2015 naming & positioning-anna locke

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