Overview

Manhole Covers Market was valued US$ 5.17 Bn. in 2020 and is expected to
reach US$ 7.09 Bn. by 2027 at a CAGR of about 4.6% during a forecast. Owing
to Rapid Industrialization, Increased Urbanization and rise in road construction
activities across the globe the market is projected to boost product demand and
sales prospects in the global manhole covers from 2021 to 2031

Mission.
“To establish NSI Foundry as the most recognized and respected top 3 brands in
the Indian market by 2027”.

Goal/Objective.
To achieve a sales turnover of 10 Cr and 20-25 national business customers in a
span of 3 years.

(Provided a team of 2-3 people work to achieve it or else single handedly it may
likely take 5 years or more).

Market Analysis.
Target Market
To really catch fish, you need the right bait, the right equipment, and to be
fishing in the right places. In the same way to catch sales opportunities we need
the right market segments.

Top 6 Customer segments.

• Real Estate Companies
• Infrastructure Companies,
• MEP consultants,
• Heavy earth equipment manufacturers
• Municipalities.
• Ports and Airports.

Few Key Players in each segment.

Infra – L&T, Reliance Infrastructure, Tata projects, GMR, Shapoorji Pallonji.
Realty- DLF, Indiabulls, Godrej properties, L&T Realty, Sobha Developers,
Kolte Patil developers.

MEP consultants- Bluestar Ltd, Sterling and Wilson, Ambrosia Design,

Consistent engineering.

Heavy Earth - JCB, Hitachi const machinery, Hyundai construction,

Caterpillar, Ace construction.

Municipality – Mumbai, Bangalore, Ahmedabad, Pune, PCMC and others.

• Mumbai (BMC) – Budget for 2022-23 – 46,000 Cr.
• Bengaluru (BBMP) – Budget for 2022-23 – 10,500 Cr.
• Ahmedabad (AMC) – Budget for 2022-23 – 8,800 Cr.
• Pune (PMC) – Budget for 2022-23 – 8,600 Cr.
• Pimpri Chinchwad (PCMC) – Budget for 2022-23 – 6,000 Cr.

Buyer Personas- Whom to target.

• Purchase Head.
• Director.
• Supply Chain Exe.
• Other key decision makers.

How to Reach them.

o Call them.
o Mail them.
o Meet them.

Location Analysis/targeting
To divide the entire market into 5 zones.

o North.
o South.
o East.
o West.
o Central.

Location Strategy:
In the first year reach out to target market in East, North and Central.

In the second year reach out to target market in South and West.

In the third year consolidate and envelope the entire market (Pan India).
New Market Opportunities.

• Cater to Ports and Airports by creating bouquet of Heavy-Duty E-600 and

F-900 gratings and covers.
• Focus on Heavy counterweights.
• Explore market for various Industrial Castings.
• If feasible expand into Automotive Castings
• Steel Fabrication items.
• New product lines if any.

Pricing Strategy.

B2C or B2B Low – High – Bulk (Vol)

(Vol(Vol
Types of Customers Customers Needs

Relative Price

Premium – Normal - Discount

Find Value proposition.

A value proposition is a statement that answers the ‘why’. Why someone should
do business with NSI. It should convince a potential customer- why our service
or product will be of more value to them than other similar offerings from our
competitors. For example:

Customization Personalization Speed Customer

Experience
 Build Competitive Advantage
To work towards building competitive advantage through Cost leadership,
Differentiation and Focus.

Lower Cost Differentiation

Broad Cost
Leadership Differentiation
Target

Narrow
Cost Focus Differentiation
Target
Focus

Activity Steps to achieve Sales Goals.

Here is a roadmap to commit to sales routine ritual:

1. Review sales goal first thing in the morning every day.

2. On Saturday, review the week and set goals and actions for the coming
next week.
3. At the end of the month review monthly goals to know where I prepare for
the next month.
4. Once per quarter, review progress towards the annual goal and
accordingly set goals for the next quarter.
5. Also, once per quarter, sit with the Team Leader to take feedback, identify
challenge areas and discuss steps to course correct along the sales
journey.
6. At the end of the year, fine tune and re-set the next year’s targets.
Sales Prospecting strategies.

There are no sales without potential sales. There are no potential sales without
leads. There are no leads without prospects. And there are no prospects
without prospecting.

So, sales prospecting is one of the most important stages in the sales process
and is also one of the hardest. The channels to be used are:

• Cold Calling
• Segment and tailor personalized E-mails.
• Reach out to leads that visit website.
• Contact existing customers and ask for referrals.
• Connect with prospects via live chat on website.
• Use third party sources to identify prospects like just dial etc.
• Use networking events like Trade shows, conferences and industry round
tables.
• Through social media outreach via LinkedIn, Facebook, Instagram etc.
• Leverage market automation tools like CRM if any.
• Scan the competitive landscape for new leads.

Sales Metrics and Performance Benchmarks.

“What’s gets measured gets managed and what gets measured improves and
grows.”

It’s important to keep measuring the success of your sales activities for the
success of your sales goals. For the very purpose need to assign a KPI’s (key
performance indicators) to sales efforts. Below are some examples of KPIs and
sales metrics to measure.

• Number of phone calls made.

• Numbers of personalized emails sent.
• Numbers of appointments and meetings scheduled.
• Conversion rate.
• Closed opportunities.
• Monthly sales growth.
• Revenue by product line.
• Revenue by market or territory.
• Average contract value.
• Win-loss rate.
Resource and Support required.

Drawing and Design.

Sales Back office- Execution and Offer making

Fast order execution.

Timely production.

Speedy new product development.

A team of 3 people including back-office support.