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This marketing plan describes the general course of action and recommendations for this years’ marketing efforts.
As mentioned, the Internet has recently adorned, thanks to the Web, a richly graphical content environment that is now easily accessible. A few years ago, research into sensualized interfaces attempted to further address this area and began to receive widespread attention in the press and the industry. The ACE market can be broken into two segments, the browser market and the authoring market. On the other hand, the potential market size for ACE authoring is similar to HTML with over 3.21 million host Web sites and a growth rate of 692% within the past three years. Based on Acme sales projections, we would have to penetrate a small subset of the HTML market (apx.
As competitive ACE authoring packages ship we can ascertain our market share by researching the comprehensive monthly sell-through reports from PC Data. The speed and participation of development producing viable applications will also affect ACE growth. And finally, ACE growth can be affected by the general perception of the validity and usefulness of ACE. Acme Widget1 is, notwithstanding, ahead of the game as one of the few desktop ACE authoring packages that is currently shipping.
Our updated products to be released throughout the year will help us be even more competitive.
There is obviously more upcoming competition that will infringe on our market share; although many vendors are still in development. As a side note, the shear volume of potential competitors further validates the ACE market potential.
At these initial stages of the ACE market, there are a lot of new sites to be designed–and every indicator shows that they are going to be built (including ours). Fortunately for Acme, unlike the current flat page authoring format, HTML (which is loosing HTML editing market share to desktop publishing, Nutscape Bronze, and popular word processors), ACE will almost never be handwritten. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Franklin & Moore LLC offers expertise in all areas of accounting, bookkeeping, and financial-based planning.
Franklin & Moore LLC is a full-service accounting firm, serving the personal and business needs for the community of San Clemente, California and beyond.
Individual Accounts - The base of individual accounts serves to offer consistent revenues for the firm. Organizations of Over 50 Employees - Our most profitable business clients fall into the "over 50 employees" category. Organizations Under 50 Employees - Organizations under 50 employees represent some of the fastest growing clients within the firm. Market trends fall into three general categories: increasing use of software, and key client growth.
Increasing use of software - Tax software is one of our major competitors and continues to erode revenue from individual clients with simple returns. Key client growth - A cluster of our premier clients have experienced substantial success and growth. Consumer trends - Those clients that are PC literate are more likely to consider tax preparation software as a viable alternative to using our services. Economic changes - Two economic changes are taking place, due to the increasing assets of the over-70 "depression generation" and their saving behavior. Franklin & Moore LLC is an accounting firm offering traditional accounting services and business consulting. Franklin & Moore is to be a profitable firm that continues to meet the financial objectives of the shareholders and provides a successful environment for its employees. Our services offer expertise to enable our clients to better realize their financial objectives.
Our services must be strong enough that each of our clients will answer positively to these questions.
Franklin & Moore LLC offers a unique team of CPAs and a professional accounting and bookkeeping staff with proven expertise as business consultants. The SWOT analysis addresses the strengths and weakness within Franklin & Moore and the opportunities and threats that exist in our environment. A state-of-the-art computer system, utilizing the latest software that continues to enhance our productivity and expand our capacity. Over-dependence on tax preparation work for individual and business clients and, therefore, a lack of diversification in our revenue sources.
Inability to generate sufficient billable hours in the off-season, based on the current capacity of our systems and full-time staff. Difficulty in retaining aggressive non-partner CPAs, as they move to smaller firms that will make them partners sooner.
Being perceived as a non-progressive, "too traditional" firm and maybe overlooked as a viable option for new clients. Some individuals within the professional staff do not have an understanding of or a commitment to the marketing activities of the firm. Increasing income levels of the population over the age of 60 that have aggressively saved for retirement and have increasingly complex tax planning, tax preparation, and estate planning needs. Leveraging the positive perception business has about locating in this section of Orange County.
Continued sophistication and affordability of software that replaces or minimizes the role of a CPA for tax preparation, accounting, and bookkeeping services.

General perceptions that accounting firms are only used for tax-related aspects of business rather than as a valuable resource for broader business consulting issues. Some organizations planning for an Initial Public Offering (IPO) perceive they must use a national accounting firm. Board member participation: Lodging Association of Southern California, San Clemente City Commission on Land Use, California Opera, Youth Sports. Additional work is required to better track revenues resulting from each of our marketing activities.
Competitors fall into four primary categories; other firms, sole practitioners, licensed tax consultants and bookkeeping services, and software. Other CPA firms - A total of 5 firms conduct business in our area that are comparable to Franklin & Moore in size and capabilities, including one that is a national firm. Licensed tax consultants and bookkeeping services - The "Type I" individual client, with straightforward and uncomplicated needs, often looks to licensed tax consultants and bookkeeping services in lieu of the services we offer. It touches briefly on the Internet and Acme’s software marketing, the growing competition, and the opportunities for Acme Software. The Internet is finally usable by large numbers of people worldwide, and is therefore useful to them. ACE, as it collectively come to be known, initiated a fundamental change in the nature of the user interface, moving it to a human-centered design. The current and expanding ACE specification now allows users to navigate through two-dimensional animal-like worlds with the same ease as clicking on a Web hyperlink.
The ACE browser market is targeted toward the 30 million current HTML users typically using 486-based computers and 14.4 kilobit per-second modems. The maturity of the ACE software market can be estimated by looking at the exploding ACE book sales.
According to Grape Welsh at Intelligent Corporation, there are about 100 current ACE sites. However, there are over 18 other browsers already available (most still in BETA) for the Windows side–ours, Widget, is slightly late in the game, although it should have a competitive 10x speed advantage when we add our own proprietary format within the next release. The new consumer priced retail package, Widget1a will be a lower-priced ($99) feature laden product designed for mass distribution and general adoption. According to the ACE Repository Web site, ACE is currently supported by over 82 different companies (universities excluded). A focus on easy-to-use design tools, and equally easy-to-use publishing tools will lower the barrier to entry to ACE creation to levels appropriate to mass access–which is extremely appealing to potential ACE developers (listed previously).
To compete in this crowded category, Acme must have a strongly executed Chanimal marketing mix–which will be covered next.
The firm has a solid and loyal customer base in a market that has experienced constant but slowing growth in recent years. Our objective is to minimize the tax exposure of our clients and adhere to all state and federal tax laws. Our most important clients are mid to large-size organizations that rely on our services for their accounting needs. Approximately 20% of these accounts also depend on the firm for ongoing financial planning of their investment portfolios. These corporate accounts generate the highest revenues on a per-hour basis and also generate revenues on the most consistent basis throughout the year.
Franklin & Moore offers attractive services that understand and meet the needs of these clients.
This includes products produced by Intuit with their "Turbo Tax" line and H&R Block Financial with their "Tax Cut" products.
Meeting these clients' needs will "bring us along" to offer additional services and provide an opportunity for us to strategically expand the services we offer. This is due to the growth of established businesses as well as movement into the San Clemente area. First, they have proportionately greater assets than their predecessors, particularly individuals with assets in excess of $1.2 million. Unfortunately, technological advancements are also creating greater challenges in the competitive environment.
In addition to the impact end-user software is having on the industry, firms of similar size have grown and expanded and there are more sole proprietors and licensed tax consultants and bookkeeping services. The firm's reputation is impeccable and is known throughout the San Clemente, California area as one of the top three accounting firms.
Our firm will maintain strong growth as a provider of high quality professional services to our clients.
This analysis highlights areas to be leveraged and points out where we must improve within the firm and within our industry and market. The following is a summary of those activities and categorizes them in terms of "successful" and "unsuccessful." A successful marketing activity produced billable hours that were equal to or greater than the total investment into the activity, excluding time.
These firms have staff and technology resources similar to ours, although their focus and areas of specialization vary. This ranges from individuals that have been in business for over 20 years to those that are in their sixth month. This client type may consider these preparers on the basis of "self preparation avoidance" rather than from seeking proactive advice and council. These alliances have positioned them to grow quickly and they could become a bigger threat. They have not been around for very long and struggle with providing quality services backed with expertise. It then goes into detail about the tactics and execution to make this an explosive year for Acme.

In 1993, the United States National Center for Supercomputer applications (NCSA) released Mosaic with a fully graphical interface. Never in the history of the software industry has a specific category become so appealing, so quickly. Currently, our imagination and perception alone are responsible for joining these artificial environments in an attempt to create a cohesive, imaginary animal dimension.
All of this was in an effort to make computers more responsive, and focused around a basic realization: if something is represented sensually, it is possible to make sense of it. Fortunately, the ACE market is moving from a small niche to the mainstream, with the inherit possibility for explosive growth.
For sales forecasting, if our authoring product only appealed to 25% of the existing sites our market size would be 802,500. The more sites that support ACE the greater the awareness and interest among the general public and Webmasters. The standard is being re-defined during February 2000 and this will tell us how, if any, the market segment will grow and how Acme will be affected. The later multimedia authoring package, Widget2, at $495, will have a narrower width of distribution since it will be targeted toward professionals and should be both the first in its category and the best in its field. These worlds will be constructed in CAD programs and it is this high technical cost of entry which will delay competitors and give Acme a strategical time advantage–hopefully time enough to gain an essential ACE market presence and shore up our significant performance advantage before the big guns (Microstuff, Nutscape, and Adube) fire off their initial rounds. The bigger picture means that we are providing peace of mind for our clients - they are legally using their financial resources in the most productive manner possible. Tax preparation and planning is just the beginning as we strive to become an integral part of their financial management and planning process.
As we gain expertise and establish our reputation in these areas, we market those to other clients and use them as a point of interest to attract new clients.
This growth rate has plateaued in recent years and is expected to remain constant for the foreseeable future. Franklin & Moore LLC serves the accounting and financial needs of businesses and individuals to enable them to realize their financial goals. We will strive to consistently be perceived as a firm that is professional, trustworthy, accurate, and timely. We also provide a variety of valuable services that enable a business to optimize their profitability and minimize their tax exposure. An unsuccessful activity generated traceable revenue but was less than the cost of the effort. Please refer to the appendices for a copy of the sales projections, media schedule, proposed budget, and Gannt chart. Mosaic, with its fully graphical point-and-click interface and the ability to handle images enabled an explosion in accessibility.
Acme, with over five years of ACE experience, is in a strong position to dominate as the technical leader. The firm is highly dependant on revenues from tax planning and preparation for businesses and individuals. Our best clients value their time and resources, and seek to minimize their tax obligations.
These clients are also more likely to look to Franklin & Moore for the widest range of services the firm offers, such as assisting with pension planning and investment management services.
The key clients in this category have annual sales between $250,000 and $3,000,000, serve customers in the Southern California market, have a local or statewide customer base, and are privately owned. For example, we are producing in excess of 50% more work, and therefore billable hours, with the same resources we did in 1995 due to the computer systems now in place.
There is also a phenomenon where the children of this aging population are more likely to inherit assets and need to integrate these newly acquired assets with their own. Franklin & Moore will offer the innovative approach clients need to reach their business and personal financial goals. We will work to offer our services in an innovative manner to create a source for business planning solutions that will be difficult to emulate. However, it is our objective to be not only the technical leader, but the market leader as well.
In the future, to dominate the category, we will need to win more of these type of awards and with greater margin.
Target clients in this category have annual sales over $3 million, operate more than one location, serve a national customer base or more, and are publicly owned. The long-term strategy is to grow with these clients as they expand and their needs for our services increase. We offer a premium level of service and expect to receive premium compensation for those services. We can do that by better skewing the reviews by using more effective comparative review kits. They realize and appreciate the value in the services we offer, along with the lost opportunity costs of not benefiting from our services. We must diversify our revenue base to realize ongoing growth and stability in a changing industry.

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