Introduction
Roth & Calder Telemarketing Professionals, Inc.’s mission is to provide telemarketing consulting and create telemarketing campaigns for clients in the Cawleweton area. Our long-term goal is to be THE best telemarketing agency serving the East Coast. Our firm is not interested in simply producing a service for our clients. Our firm believes in building a long-term partnership with our clients so that their message can reach the right people at the right time to ensure effective communication with their market.
The Company
Roth & Calder, a limited-liability partnership, will be registered in Delaware to tax purposes. The founder of the partnership is Thomas Roth, who was a former marketing executive at General Foods. Mr. Roth has brought together a highly respected group of marketing, development, and telemarketing specialists who, combined, have a total of 25 years of experience in this industry.
The company currently has only a handful of private investors. The main office of the company is located in Cawleweton. The facilities include conference rooms and office spaces. The company will start offering its services from January 1st, 2011.
Potential clients of the company’8217 will be the Cawleweton-area companies. We can service both small and large companies and provide virtually any consultation services in regards to telephone communications with clients.
The Services
In order to create the maximum effect for our clients, we provide a comprehensive program for them that may include some of the following services:
- Identification of Program Objectives, Expectations
- Customized lists of leads created
- Market research
- Telemarketing personnel training and consulting
- Writing scripts for programs
- Following-up programs to follow up on successful calls.
This is only a sample of our services. Every project is different and each one is tailored to the client.
Market
The telemarketing industry is, at the moment, a growing industry with most companies having an annual growth between 6.5% and 8%. This is because businesses are becoming more aware of the importance and need for market information. However, long-term analysis of growth rates in this industry shows a cyclical pattern and R&C does not expect this high growth rate to continue.
Telemarketing is a fragmented industry with many companies offering varying market shares, size, scope and services. A lot of companies are general advertising agencies offering telemarketing services, as well as a wide variety of other consulting services. Many companies don’t realize the potential benefits that outsourcing can bring and instead choose to build their own telemarketing service.
R&C believes that the greatest threat at the moment is in new entrants to the market who perceive an opportunity in a “high” growth industry. Existing advertising agencies that want to integrate horizontally and enter new markets will be the most likely entrants. The main problem for new entrants is the high switching costs that all companies involved in contracting to telemarketing agency face when they bring on a partner. R&C is aware that this industry has a steep learning curve. As a result, a firm’s cumulative experience with the field and long-term clients will lead to declining “/unit costs.
Rivalry among different telemarketing agencies as stated before is quite intense. The overall telemarketing industry is stable with moderate long-term growth. Many of the largest agencies are dependent on each other when it comes jockeying to position and market share. It is a competitive industry due to the number of telemarketing agencies, which can seem generic or general.
The risk of clients integrating in a backward manner to make all of their advertising in-house is one way buyers indirectly control the price in this sector and increase competition between firms. R&C’ must remember this when setting prices and offering services.
Financial ConsiderationsStart-up assets required include expenses and cash needed to support operations until revenues reach an acceptable level. Most of the company’s liabilities will come from outside private investors and management investment, however, we have obtained current borrowing from Bank of America Commercial Investments, the principal to be paid off in three years. VieilArgent Bank of Richburb can provide a long term loan. It will be repaid within ten-years.
1.1 Objectives
The three-year goals for Roth & Calder Telemarketing Professionals, Inc., are as follows.
- Break-even achieved by year 2.
- Establish a regional (East Coast), operation area within five years. A national presence is possible within 10 years.
- For long-term relationships to be established with clients, and to build a sustainable reputation, ensure that our customer satisfaction rate is at least 95%
1.2 Mission
Roth & Calder Telemarketing Professionals, Inc.’s mission is to provide comprehensive telemarketing consulting and create telemarketing advertising campaigns. Our long-term goal for the East Coast is to become THE preferred business to-business telemarketing company. Our firm is not interested in simply producing a service for our clients. We are committed to building long-lasting relationships with our clients in order that their messages reach the right people at just the right moment. This will ensure effective communication between their market and their company.
R&C works exclusively as a business to business company. We provide solutions to companies who want to talk to their customers by phone. These can be in the form of surveys, advertising, conference and seminar invitations, among others. R&C have combined 25 years of experience in working with companies to deliver professional and effective telemarketing techniques.
1.3 Keys to Success
These are the keys to R&C’’s long-term viability and profitability:
- Differentiate our services so that our clients realize that we are able to better serve their needs rather than a more generic competitor or in-house telemarketing.
- Maintaining a good working relationship with clients is key to generating repeat business and building a great reputation.
- For our clients, we offer a complete service experience. This includes consultation, analysis, target markets and goals for telemarketing campaigns, creation of customized and streamlined advertising campaigns based upon needs, expectations and implementation. Follow-up analysis is also included.
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