Memorandum:
Draft of Product and service brief on bundling, Value Packages, bundling
We discussed the following yesterday that need more details and clarification:
Title: Product and Service Bundling
Background:
We sold 44 million worth of lots in 2013. By employing CRM (more share of the wallet, Long Term Value of Customers (ltv) tactics, bundling, we can sell more at the minimum 30% over last year. We can inlcude the bundled services as sales performance that are incentiveable as ORC, but not commissionable.
1. Concept: Product/Service Bundling Concept
(What is unique, enchanting, mesmerizing, seductive about this concept; make it so, MC, CSS
Tag: Value for Money in Bundles
Bundle of Value in Packages
More Value in Packages
MVP: Saving bundle of money for memorial products and services in packages
PTM:
1.Pre need Investors for resale, for income when trading; peace of mind. convenience. -
2. Actual need: (actually users for interment)
BC users - garden lots, niches + services
CDE users - cremation, body crypts, + services that are affordable.
2. BUSINESS MODEL CANVASS
FRONT END
Links : ads, agents, internet marketing, tarps
Bond: CRM program, internet marketing, superior customer service
Revenue?
Back end:
Key Activities:
1. Sales activities
2. Internet marketing
3. Agents recruitment
4. Processing of documents/account
5. Processing of claims/servicing
6. Delivery of interment services/ : supervision outsourcing
7. Accreditation at SSS; processing of SSS Claims
8. End to end services: bone transfer, bone cremation
9. Enhancement of products and services delivery (innovation)
Key Resources;
1. Interment equipment
2. Crematoriium/partnership with crematorium
3. Body crypts
3. Funeral service/partnership with crematorium
4. Ash crypts
5. Service vehicles
6. Current interment equipment
5. Blogs, websites, autoresponders platform
6. Existing interment equipment
7. Vacant spaces at Memorial park:
1. Cliffs at HGGMP, irregular lots at Pangasinan
Costs:
Compare costs and revenue; know the GP
<Please format into business model>
3. OBJECTIVES:
1. To add at least P20 million in additional sales
2. To supplant 0 promo in 2014
3. To give tools/ammunition for agents to sell more;
4. To motivate SBU chiefs and marketing staff
4. Summary of offer for the value packages:
Cheaper in bundles.
1. Pre need
Lots are 5% cheaper based on NLP for two items in bundles.
Lots are 10% cheaper based on NLP for 3 or more bundles.
Services are generally cheaper by 10 to 25%
Interment:
1. DLX - Unbundled price - P22t
Bundled price - P18,995
Savings - P2,995
% - 14%
% - 14%
2. Luxury
Unbundled price - P25t
Bundled price - P21, 495
Savings - P3,500
14%
2. At need
PTM - B and C
1. Regular lawn lots plus services
For bundles of 2 - Less l5% on actual need price
Services:
1. Interment:
DLX - 18, 995
Luxury - 21, 495
2. Chapel use:
Non aircon: P2,500 per night unbundled
Bundled: P2,000 (less 25%)
Aircon : 3,500 per night unbundled
Bundled: P2,799
5. Funeral Service
1. Crowd drawer; basic for CD
P10t same price for bundled and unbundled
No margin
2. Midmarket pleaser
"Rosal"
Unbundled - P20,000.
Bundled - P16,999.
Cost to us P15,000.00
Margin
3. Upper middle pleaser
Cateleya
Unbundled - P49,999
Bundled - 44,999
Cost to us - P40,000
Our Margin
4. Chapel Use:
Non aircon: P2,500 per night unbundled
Non aircon: P2,500 per night unbundled
Bundled: P2,000 (less 25%)
Aircon : 3,500 per night unbundled
Bundled: P2,799
B. Front office activities
1. Internet marketing
2. Answering :
1. sms
2. fb, twitter
3. emails
4. cellphones
5. land line.
3. Entertaining walk ins
4. Product and package presentation:
1. Verbally
2. Video
3. Powerpoint
5. Tripping
6. Closing
7. Acceptance of payment
8. Documentation
1. AR and OR
2. Signing of documents
3. T and C; PPA for lots only; TC for issuance upon full payment
9. Delivery of documents:
1. On time
2. Complete
C. Back office
C. Back office
1. Processing of payment; account distribution at CRB
2. Sales report
3. Making ledgers
1. Single or multiple ledgers
4. Posting of payments
5. Accounting for JV
6. Accounting for BIR
D. Partners
1. Crematorium - agreements and negotiation for price and payments
2. Funeral parlor/homes
3. Additional ISG teams for ISG
4. SSS accreditation
5. MHO, Local civi registrar
6. Hospital staff: sg morgue staff, ICU nurse or even hospitl owner admin
Jorge US
Holy Gardens Group
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