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D-MAPSAccounting company

We delivered best services

Presented by:

Disha MathurManoj GuptaAnkita Khandelwal

Pravin SamdaniSuraj Mal Yadav

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Contents1. Executive Summary

2. Mission

3. Historical data

4. Financial objectives

5. Swot analysis

6. Marketing objectives

7. Targets

8. Pricing

9. Communication channels

10. Sales

11. CRM plans

12. Aim of marketing plan

13. Competitors

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Executive Summary

Established in 2002 at pune.

Placed as Indias top ten accounting firms.

Offers modern accounting services andbusiness consulting

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Mission To meet the financial objectives of the shareholders.

To provides a successful environment to employees.

To provide high quality professional services to ourclients.

We will approach clients need to reach their businessand personal financial goals.

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Historical data

Variable 2004(Rs.) 2005 (Rs.) 2006 (Rs.)

Industry

Revenue 10,006,800 10,905,600 11,692,000

Company

Market share

12% 13% 14%

Company revenue 1,200,816 1,363,200 1,519,960

Marketing

Expenses4,000 4,400 4,840

Company net

contribution margin1,076,734 1,222,480 1,363,124

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Financial Objectives

Revenues of 1.6 million by year-end to realizea growth rate of 8.25% compared to the

previous year (7.25%).

Payroll expenses to increase not more than8% compared to the previous year.

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SWOT ANALYSIS

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Strengths Highly experienced staff with an increase in total

billable hours.

A state-of-the-art computer system, utilizing the latestsoftware that continues to enhance our productivityand expand our capacity.

Expertise in specific vertical markets of medical/health,dental, and lodging industries.

Three CPAs, our "rainmakers," who bring in anestimated 65% of the new client work.

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Weakness Difficulty in retaining aggressive non-partner

CPAs, as they move to smaller firms that willmake them partners sooner.

Some individuals do not have anunderstanding of or a commitment to themarketing activities of the firm

Over-dependence on tax preparation work forindividual and business clients

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Opportunities Benefiting from the ongoing increase in

population of India

Increasing income levels of the population

Growth that is occurring in three industrieswhere we possess expertise; health/medical,dental, and lodging

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Threats Increased competition from sole practitioners

and new firms

Continued sophistication and affordability ofsoftware

General perceptions that accounting firms areonly used for tax-related aspects of business

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Marketing Objectives

To realize an annual growth rate of 8.25% greaterthan the previous year.

Train the entire staff to understand, appreciate, andreinforce their role in marketing the firm.

To create a visible profile through establishingreciprocal referral sources with the following:

a) Major banks

b) Credit union

c) Major law firms

d)B

rokerage firms

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Target marketing strategy

Growing businesses of less than 50 employeesthat need our services now .

Established businesses of more than 50employees that value an accounting firm thatoffers comprehensive business planningservices .

Individual clients with a net worth in excess ofRs.1.2 million that are concerned about thecurrent earning capabilities of their assets.

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PricingItems Description Per unit price

(Rs.)

Staff CPA Per hour 250

Accounting Staff Per hour 165

Bookkeeping

Staff

Per hour 145

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Advertising

We will advertise only in local & nationalnewspapers and trade magazines.

We will also advertise on "Local" portals onlinemaking sure that people always find us when

they are looking for an accounting and financefirm in this area.

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Sales process Once we get a new client referral we will make

sure we set up a welcome meeting for them at

no charge.

All prospective clients will also receive a packetwith relevant information:

1. How much we charge per hour

2. What services we offer

3. How we implement those services

4. Which account manager will see them thoughall services and will be their go to person

5. Happy client testimonials

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Sales (average)

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CRM Plans We have a CRM software in place to track all of our

customers.

Our current system, allows us to store contact

information, account history, and additional notes

added to our customer by employees at our company.

This system allows us to easily send out direct mail

brochures with financial planning information.

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Aim of marketing plan To initiate action that will generate additional revenues

forD-MAPS and better position us for the future.

We offer intangible "products.

Our clients evaluate our capabilities based on things

they see and hear.

The use of professional and credible techniques

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Competitors Huber & Huber PC - Are our strongest

competitors. They have a strong image and area very stable company growing at a good pace.

Lang Pauls & Rowe - Come in a close secondto H&H. They too are well known in the market

and offer quality services

InsightInsight - This is our weakest competitor. Theyhave not been around for very long andstruggle with providing quality services backed

with expertise.

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Financial Our marketing plan requires annual revenues of Rs.1,600,000

for this year. We anticipate that we will have revenues of more

than Rs.2,500,000 within 5 years. Our marketing expenses willequate to an average of 2.5% of total sales throughout.

The marketing plan is based on these three parameters:

1. Increasing our efficiencies through better use of our facilitiesand expertise.

2. We will continue to invest in marketing activities based on apercent of total revenues .

3. We will forecast and track revenues on a detail basis to provideobjective feedback regarding progress in the areas of industryexpertise, specialization, and client revenue sources by type.