INK_PPT Case Presentation

By Group 9, Section C
The Problem…

To continue with the start-up, INK PPT, even after Covid-19, or

join as the head of new business unit in a new start-up.
 Issue Tree

Tough to Low client

retention (market Pricing issues
convince clients (new market
Inconsistency acceptance issues
due to low entrants pushing
in staffing due to the Setback due to
market prices irrelevant
causes issues in company’s Covid19
awareness by pulling their
timely delivery insecurity
about the prices lower than
product regarding
privacy) the competition)
Evidence…

•Although INK PPT was formed in February 2015, the first major outbreak only came in early 2016,
approximately a year later.
• Due to staffing issues, INK PPT suffered major setbacks when Covid-19 induced lockdown was imposed, which
resulted in huge revenue and profit downfalls.
Evidence…

• Designing presentations for clients required delicate business details, which eventually drew some
corporates afar due to their reluctance in sharing sensitive information. This resulted in costing INK PPT much-
needed growth.
• In early 2019, INK PPT became a victim of competition as many new entrants in the industry cut costs
drastically to drive business. Consequently, INK PPT witnessed a drop in new contracts and the loss of several
regular clients.
Criteria…

• Quality first
In 2017, INK PPT created the PRIDE (People, Responsibility, Intelligence, Diligence, and Efficiency) framework after extensive
client surveys and research. It complemented their focus on successfully delivering quality outputs aptly.
However, in 2019, the company still faced some setbacks due to several issues which affected their on-time delivery to clients.
To prevent this, INK PPT should definitely set a target to achieve 100% on-time deliveries in order to justify its prices and
objectives as a quality-providing entity.

• Client retention
INK PPT being a designing solution provider relies a lot on clients’ repeated orders as regularly converting new clients in a
comparatively nascent market is tough. It has been observed that they have faced challenges in keeping up with retaining
important clients, which surely makes these important criteria for them to work upon.
Criteria…

• Well-structured staffing
INK PPT has been operating without a solid structure of its human resources. This has also prevented it from delivering services
on time at instances. Therefore, maintaining an organized staffing structure is important for it to sustain.
ANALYSIS

1. On-time delivery issues due to changing staff

•INK PPT, positioning itself as a high-end quality service due to its higher price, needs to deliver remarkably well and too
consistently.
•Therefore, any issues in its deliverables due to staffing need to be rectified at the earliest by making sure he hires employees on a
contractual basis so that it helps in maintaining consistency and on-time delivery of services.

2. Competitive pricing issues

•Problems regarding pricing have been able to cost INK PPT in grabbing new clients and even retaining some old ones. Although
INK PPT got on the growth bandwagon, it did suffer from inconsistent growth in overall revenues just in the following financial
years.
•As INK PPT operates majorly in two segments, namely Corporate clients and other event management companies,
They can revise their brand architecture in order to make two separate visible brands, highly-priced exceptional quality service for
corporates and another one, a low-priced service for other clients, including but not limited to event management firms.
ANALYSIS

3. Market Awareness
•INK PPT can position itself better if it can become more visible by adopting a structured marketing strategy.
•The company should try to understand its potential customer through market research and target other sectors such as the
educational industry etc.

4. Improving Client Retention

The company can either offer flexibility in the pricing of its services or he can provide an alternative payment option such as a
subscription model. This will benefit in not only retaining old clients but also attracting new ones.
To build trust with clients, INK PPT should emphasize on creating a more transparent approach in dealing with the client’s data.
This can include Signing an NDA with the client, therefore reassuring them of Data confidentiality.

5. Overcoming Covid-19
•In order to decrease the expenses in the short run, INK PPT should tweak the Employee Salary to keep the company afloat.
•INK PPT can consider reducing the prices of its services to battle the constraints enforced due to covid-19.
DECISION…

Aayush Jain should continue to do his business because based on the evidence and hence, the analysis of the
situation there is no denial of the fact that there exists a potential market for the services that INK PPT has to offer.
If Aayush Jain resorts to both the short-term and long-term solutions as discussed, he will surely be able to survive
the tough times and ultimately carve out a niche for his company, INK PPT.