1. “Niche activity and competitive
intelligence is far too valuable not to be
integrated into the plan­ning process”

2.  Bring together the critical infor-mation to
facilitate effective direction of action
 Facilitate customer information driven
busi-ness development
 Gather affordable quantitative marketing
research
 Help business management teams to fully
utilize market informa-tion

3. Candidate Client
Marketing Marketing Pipeline
Plan Plan Actual Vs.
Actual Vs. Proj Actual Vs. Proj
Proj
Blog Post Facebook Websites Twitter LinkedIn

4. Channel – Budget - Score
1. Masters In Tax
2. MS in Taxation
3. Taxation Degree
4. Tax Accounting
5. Tax Talent (Brand Name)
6. Taxation School
7. Jobs In Tax (Brand Name)
8. Career In Finance
9. Tax Professionals
10. Corporate Taxes
11. Finance Careers
These are the primary online niche’ – our goal is to find the ideal
channel and keywords for each of these niches (that’s where the
GoDaddy list comes into play

5. • Employed in Tax Advertising Clients Pipeline
• Unemployed in Tax
Profession • Elite • Two Year College
• Consultant / Self • Basic • 4 year College
Employed • Internship • Law School
• Professor • LLM Tax
• Student • Tax Specialty Grade School
Videos / White
Paper
Channels Productions
Schedule
These are the primary Channels’ – Calendar of events, tradeshows, association, twitter
, Facebook, landing pages, conventions etc. – whatever Tony thinks we need.. Someone
should be assigned to only Video and White Paper Production and everything should
flow from that

6. Candidate
Client Pipeline
Customer
Customer Customer
Service
Service Service
Facebook Websites
Blog Tweet LinkedIn
Post Landing Page Group
Topics Strategy
Strategy Priority Engagement
This is where you have a monthly schedule of “updates” based
on the industry trends and meeting schedules

7. Candidate
Client Pipeline
Customer
Customer Customer
Service
Service Service
People Google Followers
Analytics / Group
Engaged Talking Topics
Users Sources Following
About Us

8.  Employed in Tax
 Unemployed in Tax Profession
 Consultant / Self Employed
 Professor
 Student
Tony can get an update of this instantaneously…simply by going to the
appropriate avatar on the desktop in the War Room (he can access it remotely
as well – but when it’s in the war room, he can reference real time data when
meeting with his team

9. Advertising Clients
 Elite
 Basic
 Internship
 Tax Specialty

10.  Two Year College
 4 year College
 Law School
 LLM Tax
Grade School

11. Metric
Visits
Unique Visitors
Page Views
Pages
Avg Visit Duration
Bounce Rate
% New Visitors

12.  Evaluate the importance of Feature Levels
 Estimate Total Market and Niche Market
Channel Traffic
 Simulating the Buying Process
 Reduction of meaningful errors

13.  Effective business planning based on reliable
data
 Engaging and compelling action answering
tough “why if” questions
 Customer Information driven business
development
 Separate “customer service data” from
“marketing data”
 Feature Interaction / one feature can affect the
value of other features

14.  Allow the business team to become “wiser” by
fully utilizing the knowledge and information
available
 Changes to meet various needs and distinctions
for each niche market competitive situation
 Constant Planning
 Evaluation of past efforts
 Planning launch / milestone dates
 Evaluation of new projects
 Reposition Existing Products

15.  Market Research Methods
 Market Research Data
 Simple Numbers (Top Level)
 Detailed Number by Department Heads
 Provide broad, timely, integrated, and
complete market intelligence