Launch Services
What we do What we propose to do
To successfully launch your operator
Very simple: so that it really “hits the ground We successfully launch networks running”
Where we did it before
Sao Paulo, Brazil. Exceeded Business Plan forecast by over 33%
Obtained 30,000 subscribers in the first year, exceeding the goal by 22,000 and allowing for an intake of market share quite above expectations, Generated $13.2M in revenue for Y1.
Developed and implemented all market related processes and authored all documentation required for the launch of a multimillion-satellite mobile telecommunications operator.
Developed and implemented a launch strategy based on a creative pricing proposition that allowed for a good initial customers intake that translated in an above-budget market share by end of Y1.
Developed the Launch Plan consisting of:
- Marketing
- Sales
- Distribution
- Technology
- IT
- Legal
- Regulatory and Interconnect
- Customer Care
- HR and Administration.
After three months of operation revenue is 12% over budget while active customers are 300% over forecasted, allowing to calculate a market share by end of Y1 twice as originally planned.
What we propose to do
Our proposal assumes three stages
Stage one: Pre-Launch – Three months
Marketing
✓ Define brand personality, mission, vision and strategic pillars
✓ Translate the above in a coherent and successful set of communications tools that will impact the target audience at launch
Distribution
✓ Define commissioning and KPIs
✓ Define and implement channel strategy: Direct, Indirect and Alternative (civil associations, interest groups, etc.)
Products
✓ Define and develop a unique product portfolio that will clearly differentiate Unicell from its competitors. Ex: Zero Balance Optimisation; Voice Registration, etc.
Pricing
✓ Define and implement a pricing strategy based on the latest available Pricing Tools, guaranteeing revenue intake in full accordance with Business Plan
Customer Care
✓ We will define and implement an adequate customer care strategy based on a mix of:
• Outsourcing
• Home based
✓ We will hire and train both areas
Stage two: Launch – Three months
- Basic Product Portfolio
- Launch offers
- Brand values
- Basic Product
✓ Emphasis will be placed in communicating:
• Brand values
• Launch offers
✓ Channels will be followed-up and filtered through the defined KPIs. If necessary some will be replaced.
✓ New products will be launched in order to transmit the image of continuous innovation
✓ Launch offers will be kept for three months
✓ Redefine strategy: outsource/home based
Stage three: Post-Launch – Nine months
Marketing
✓ Emphasis will be placed in communicating the new products
| Marketing | Distribution | Products | Pricing | Customer Care |
|---|---|---|---|---|
| Emphasis will be placed in communicating the new products | Existing channels will be assessed through the defined KPIs. If necessary some will be replaced. | |||
| Affiliates / Partnerships strategy to be developed | More new products will be launched in order to transmit the image of continuous innovation | Launch offers will fade to be replaced by stable pricing | ||
| Revenue intake will be reviewed in terms of Business Plan | We will continue to follow-up calls intake and |
- Right size the service
- Redefine strategy: outsource/home based accordingly
How we propose to do it
Project Director. He will be in Nairobi/Kismiyu one week every month to follow up the project and meet with team and Unicell executives.
Marketing: Marketing function will include strategy, webpage, graphic design, etc. and will be handled by sister company Momentum360 (See attached presentation).
Distribution: Will be handled by a MEC resource based in Nairobi/Kismiyu for the duration of the project.
Team
Product and Pricing: Will be handled by a MEC resource based in Nairobi/Kismiyu for the duration of the project.
Customer Care: Will be handled by a MEC resource based in Nairobi/Kismiyu for the duration of the project.
Next Steps
The next step we suggest is a meeting to discuss the particulars of the proposal.