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Marketing Plan Example

Marketing Plan Example

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Published by: laconically on Dec 23, 2009
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12/23/2009
Berkeley DB XMLProduct Marketing Plan
Contents
Document Objectives
The purpose of this document is to provide a specific and detailed plan for identifying anddeveloping the markets for Berkeley DB XML:The document will contain:
Information about the target technical and business buyer, including a summaryof product features and customer requirements.
A list of markets in which that business problem matters.
General product messaging.Andrew Hawthornpage 1 of 14Version 2.0
Confidential.You must obtain permission from Sleepycat Softwarebefore duplicating or distributing this document.
 
12/23/2009
Unresolved issues that must be resolved before launch. These issues arehighlighted.
Marketing strategies including PR and advertising plans.This document will not provide:
a roadmap for future features (contained in the Market Requirements Document)
an explanation of the technical features of the product (contained in the User Documentation).
Methodology
Given that Berkeley DB XML is a first-generation product addressing an emerging marketdemand, and given that Sleepycat is a small company with a small number of XMLcustomers, access to primary data is extremely limited. The beta program should assistin obtaining additional primary data through in-depth conversations with customers andprospects. Much of our current primary data at this point is purely anecdotal.This document represents a detailed analysis of secondary sources: analyst reports,various web sites, and competitive products.
Market Overview
XML is rapidly becoming a preferred method for describing data within and betweenapplications. Its distinct advantage is that it is both highly portable and flexible. Astandards body (W3C) has established standards to create a stable lingua franca,however developers still retain unlimited freedom to extend the language as needed for specific applications. XML is particularly useful for data being shared across the WorldWide Web, thus it is seen as a preferred alternative to HTML.In short, XML is a preferred data description language for interconnected devices thatshare data – or some day expect to share data.
Market Penetration
If market penetration can be measured in terms of the number of developers using thatlanguage, or in terms of number of applications with that language, XML is still quite anascent language. Nearly every large software manufacturers has embraced XML insome large initiative, including vendors such as Microsoft, Sun, IBM and Oracle.However, several factors have restricted the reach of XML:1)While several XML standards (such as XML 1.0) are appearing to stabilize, manyother standards remain volatile (such as the query interface Xpath).2)Further adding to the instability, many large vendors offer alternative flavors of XMLin order to dilute standardization. Unlike Java, there is no single dominant proponentof the language. Microsoft, especially, believes XML is a threat to the ubiquity of theWindows, and thus it co-opts XML with every new release.Andrew Hawthornpage 2 of 14Version 2.0
Confidential.You must obtain permission from Sleepycat Softwarebefore duplicating or distributing this document.
 
12/23/20093)XML adds a layer of infrastructure onto data, and this layer adds weight to thetransportation infrastructure and reduces performance.4)Just as XML began to become popular, the IT/dot-com crash has stymied investmentin new technologies.Thus, a critical success factor will be education. Selling directly, most of our customerswill know as much or more than we do. However, selling indirectly, we have alreadynoticed a need to educate the sales force on the general XML marketplace.
Typical Applications
While XML is extremely generic and is used in a variety of applications, most analystsbelieve three general application horizontals will be first to realize the benefits of XML:Enterprise Application Integration (EAI), Business-to-Business (B2B) commerce, andContent Management (CM). Below are samples of each of these types of applications:
EAI 
: Over the years, Charles Schwab has acquired several smaller firms. Since eachaquired firm had i’s own trading-desk application, in order to stay compliant with the SECrules, the IT department needed to consolidate the trades made by each of theseapplications into a single repository. Unfortunately, the applications do not communicatewith the same databases nor do they describe or commit the trades in exactly the sameway. Moreover, any proposed solution had to fit with long-term strategy of a singlecompany-wide standard application.To meet these transportation and standardization challenges, Schwab has chosen to useXML. After each trade is committed and stored locally, a copy of that trade is transformedinto XML and sent to a large Oracle database. This solution solves many problems: XMLprovides a standardized format for the data, thus, the data can be generically stored.Moreover, future applications can build on this same generic data format, thus allowingfor a phased approach to the company-wide standard application.A more detailed example can be found in the description of theEAI Cache.Need a better web services model.
B2B
: Today, while most large organizations use finance and supply-chain applications,the data used in these applications often originates from paper. For example, the paper invoice is still the most common way to bill a customer for a product sold. In larger organizations, huge expenses are incurred simply through the human error found intransferring the data on the invoice into the financial application. Thus, many companiesare partnering with their suppliers to use XML to create standardized electronic invoices.A more detailed example can be found in the description of theB2B.
Content Management 
: Analysts estimate that more than 80% of corporate dataexists in documents stored outside of a centralized, accessible data store. In someorganizations, such a law-offices and advertising firms, the content inside of thesedocuments are critically important to the efficient operation of the company. Analystsestimate that billions of dollars are lost each year as knowledge-workers recreateinformation that already exists somewhere else in the organization. Content Managementapplications allow these organizations to create, share and store documents toAndrew Hawthornpage 3 of 14Version 2.0
Confidential.You must obtain permission from Sleepycat Softwarebefore duplicating or distributing this document.

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