Khushboo Chandak - Final SIP Report-Eli Research - Faridabad

A REPORT
ON
STUDY OF MARKET OPPORTUNITIES FOR NONPROFIT

ORGANZIATIONS IN THE US
ByKhushboo Chandak
13BSPHH010272
Eli Research
SIP/Eli Research India (P) Ltd/13BSPHH010272
Page 1
A REPORT
ON
STUDY OF MARKET OPPURTUNITIES FOR NONPROFIT

ORGANIZATIONS IN THE US
Khushboo Chandak
13BSPHH010272
Eli Research
A Report submitted in partial fulfillment of the requirement of

MBA Program of
IBS Hyderabad
Distribution List:
Company Guide:
Faculty Guide:
Mr. Jayanta Kumar Mohanty
Dr. N P Prabhakr
Associate Director
IBS Hyderabad
Eli Research India (P) Ltd., Faridabad
Eli Research India (P) Ltd., Faridabad

16 May, 2014
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AUTHORISATION
This is to certify that the project report has been submitted in partial fulfillment of the
requirements of MBA program (2013 2015) of IBS, Hyderabad. This report document titled
STUDY OF MARKET OPPORTUNITIES FOR NONPROFIT ORGANIZATIONS
IN THE U.S. is a submission of work done by Ms. Khushboo Chandak. This report has
been formally submitted to Dr. N P Prabhakar, Faculty Guide, IBS Hyderabad and Mr.
Jayanta Kumar Mohanty (Associate Director, Eli Research India). This report is authenticated
and verified by
Dr. N P Prabhakar
Mr. Jayanta Kumar Mohanty
Faculty Guide,
Associate Director
IBS, Hyderabad
Eli Research, India
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ACKNOWLEDGEMENT
Words are indeed inadequate to convey my deep sense of gratitude to all those who have
helped me in completing my summer project to the best of my ability. Being a part of this
project has certainly been a unique and a very productive experience on my part.
I am extremely grateful to Mr. Ajay Gupta, Country Head, Eli Research India Pvt. Ltd,
for providing me an opportunity to work with the organization and for encouraging me to
take up this challenge.
I am deeply indebted to my company guide, Mr. Jayanta Kumar Mohanty, Associate
Director, Eli Research India Pvt. Ltd, who always stood by my side and helped me avail
resources which were essential for the completion of my project work. He took special
interest in ensuring that I got ample exposure and therefore, learnt the intricacies of the
business. His tremendous encouragement made me walk that extra mile.
I would like to thank my Faculty Guide, Dr. N P Prabhakar for the unconditional
supervision and support during the course of internship that helped smoothening the
internship program, and guide through every step. His co-operation is highly appreciated.
Last but not the least; I take this opportunity to thank all other members of Eli team, Mr.
Balram Singh, Pulkit Saxena, Debshuvra Chowdhury and others for making my entire
sojourn at Eli Research India Pvt. Ltd, an extremely smooth and unforgettable experience. I
would never have been able to accomplish my goals without their support.
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TABLE OF CONTENTS
Heading No.
Topic
Page No.
Cover
Title Page
Authorization
Acknowledgement
1.
EXECUTIVE SUMMARY
2.
INTRODUCTION
10
2.1
Purpose of Study
11
2.2
Key Challenges
11
2.3
Methodology
12
2.4
Scope
13
2.5
About the Company
14
2.1.1
About Eli Global
14
2.1.2
Companies under Eli
15
2.1.3
The Coding Institute
18
PROJECT SPECIFIC ANALYSIS
22
3.1
Understanding The 7 Ps of Service Marketing
22
3.1.1
Product
22
3.1.2
Price
27
3.1.3
Place
29
3.1.4
Promotion
33
3.1.5
People
44
3.1.6
Physical Evidence
45
3.1.7
Process
48
3.
Competitive Analysis
52
3.2.1
Product Portfolio for US Nonprofit Market
53
3.2.2
Broad Categories
58
(i)
Compliance
58
(ii)
Finance
60
3.2
Page 5
(iii)
Human Resource Management
62
(iv)
Management and Operations
64
3.3
Marketing Tool Analysis
66
3.3.1
Analysis of Total Visits on website by potential customers
69
(i)
Total Visits
69
(ii)
New Visitors for the month
69
(iii)
Bounce Rate
70
(iv)
Pages and average time spent per visit
70
(v)
New visitors
71
(vi)
Daily Visits
72
Porters Five Force Model
72
PROJECT IMPLEMENTATION
73
4.1
Product
74
4.2
Price
75
4.3
Place
76
4.4
Promotion
76
4.5
People
78
4.6
Physical evidence
78
4.7
Process
78
4.8
Findings and Analysis
78
4.9
Sector Analysis (Pros and Cons)
79
4.10
PESTEL Analysis
80
RECOMMENDATIONS
81
ATTACHMENTS
82
REFERENCES
85
3.4
4
Page 6
List of Illustrations
Table for Figures
FIGURE 1: UNDERSTANDING THE METHODOLOGY OF THE PROJECT. ................. 13
FIGURE 2: FLOW CHART EXPLAINING DIFFERENT COMPANIES UNDER ELI
UMBRELLA .................................................................................................................... 15
FIGURE 3: EXPLAINING THE CODING INSTITUTE ....................................................... 18
FIGURE 4: FLOW CHART EXPLAINING TYPES OF ON PAGE SEO ............................. 37
FIGURE 5: FLOW CHART EXPLAINING TYPES OF OFF PAGE SEO ........................... 39
FIGURE 6: SOCIAL MEDIA LANDSCAPE ......................................................................... 43
FIGURE 7: FLOW CHARTS EXPLAINING THE PROCESS OF TCI ............................ 47
FIGURE 8: A PIE CHART SHOWING PRODUCT PORTFOLIO OF THE PLAYERS IN
US NONPROFIT MARKET. ........................................................................................... 56
FIGURE 9: A BAR GRAPH SHOWING TOTAL NUMBER OF WEBINARS MAJOR
COMPETITORS ARE OFFERING IN US NONPROFIT MARKET. ........................... 56
FIGURE 10: PIE CHART SHOWING NUMBER OF WEBINARS OFFERED BY TOP 5
COMPETITORS IN COMPLIANCE CATEGORY. ...................................................... 58
FIGURE 11: A BAR GRAPH SHOWING THE NUMBER OF WEBINARS FALLING
UNDER PARTICULAR PRICE RANGE. ...................................................................... 59
FIGURE 12: A PIE CHART SHOWING NUMBER OF WEBINARS OFFERED BY TOP 5
COMPETITORS IN FINANCE CATEGORY. ............................................................... 60
FIGURE 18: PORTERS FIVE FORCE MODEL .................................................................. 72
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Tables:
TABLE 1: A TABLE SHOWING DIFFERENT CATEGORIES THAT ARE RESEARCHES
FOR US NONPROFIT MARKET.
25
TABLE 2: A TABLE SHOWING THE PRICING STRATEGY OF TOP 5 COMPETITORS

WITH THEIR TIME DURATION IN COMPLIANCE CATEGORY.
59

61

63

65
TABLE 6: A TABLE SHOWING THE TOPICS THAT HAVE BEEN SUGGESTED TO

THE COMPANY FOR POTENTIAL WEBINAR OPPORTUNITIES.
75
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EXECUTIVE SUMMARY
Eli Global is into acquiring, investing, and operating a portfolio of healthcare, media, market
intelligence, certification, and associated service businesses. It follows B2B business model
which hold multiple verticals and brands serving the company in providing online business
training in the U.S. market.TCI (The Coding Institute) is an affiliate of Eli Global which has
established itself very well in the healthcare sector via audioeducator. TCI, expanding its
business further has stepped into new verticals serving new target markets through
audiosolutionz and explore its webinar business into non-healthcare sectors like Nonprofit
Organizations in the US, which further includes various sub-sectors like Compliance, General
issues and management issues etc. The company renders its services through webinars which
are online seminars or audio conferences, recorded form and other forms.
The website offers a vast array of products such as webinars and audio conferences (which
are available in both live and pre-recorded formats) along with added products such as
CD/DVD packages as well as e-books and transcripts, to provide quality training solutions to
professionals of their respective industries and sectors.
The project work that was given by the company was carried forward by doing secondary
market research on the US Nonprofit sector. Since TCI found the sector as a potential market
to enter into, the project revolved around on gathering information and increasing the
knowledge base of Nonprofit sector. This has been done by doing extensive online secondary
market research and developing strategies to create informational webinars for the target
audience, keeping in mind to increase the customer base and revenue and stay ahead of the
competitors, along with designing strategies and deciding on new channels of digital
promotion and campaigns to capture attention of the target audience.
Analysis of the current competitors was a pre requisite to check their current and past
offerings, in order to improve our own market offering and devising the pricing strategy.
Since the company is into service sector, therefore 7 Ps analysis of the market was
performed along with a brief SWOT analysis. Another task was to identify the target
audience who could benefit from the webinars offered by the company. Yet another
important task was promotion of said webinars, in order to ensure proper and effective
communication with the target audience, and so various online promotion tools also need to
be looked upon.
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INTRODUCTION
2.1 Purpose of the Study
The primary objective of the study is to understand the market potential of Nonprofit
sector in the U.S. since it is an upcoming vertical of the company.
Thus, to have a complete understanding of the sector is a pre requisite. The marketing
strategy that is being followed is go to market strategy.
One of the most important objectives is to research for the speakers/experts to deliver
an effective webinar. Since TCI is a potential entrant into new market, finding the
speakers is a challenge. Speaker research is one of the most important tasks at hand.
Getting the speakers on board so as to deliver the webinars is of paramount
importance so as to successfully diversify into this new sector.
By studying the U.S market thoroughly, understanding the trend in the U.S nonprofit
market, the topics have to be researched accordingly. The topics to be selected for the
webinar/audio conference should be suitable and beneficial for the target market.
Competitor profiling is also an important task, in order to enter into the new sector.
Since TCI being a new entrant, understanding the market, the trends in the market
place along with the competitors, is an important task. Also at the end of my research
I need to deliver a comparative analysis so that it becomes easier for the company to
work on its 7 Ps.
In addition to all this, finding the target audience is also important. The webinars
should be beneficial to the customers, only then would they pay for the webinars.
Reaching to the correct customers is the key to successful entry into the new market.
For my vertical specially, target audience could be ministers of religious institutions,
clergies, volunteers, managers, attorneys, board of directors donors and donees and
owners of any nonprofit organization.
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Since TCI offers paid webinars, devising of the pricing strategies is also very
important part of the project. Being a potential entrant in the markets, pricing strategy
can be devised by looking at the competitor pricing initially.
Another important aspect is Promotion. Promotion being one the most important Ps
of the marketing mix, online promotion strategies are needed to be looked upon, for
entering into the new market. Company is already into email marketing, tele
marketing, fax marketing, web promotion.
2.2
Key Challenges
Lack of market insights

Since TCI is looking Nonprofit sector as a potential market, the information through
company sources, thus, making an understanding over the sector is a very difficult
task.
Issues related to competitors:
Looking into competitor profiles always gives you better idea on potentials of the
sectors specially, when you are new into the market. Nonprofit sector doesnt have
many competitors to look into and since its nonprofit, most of the legal education is
provided for free or at low price which doesnt match companys expectations.
As mentioned above, most of the legal information is provided for free, thus, we have
to follow unconventional way of thinking and bring such topics onboard which are
new in the market.
Speaker related challenges

Speaker search is itself a cumbersome task, and even after the speaker is found, the
key challenge is to get that speaker on board to deliver webinars/ audio conferences.
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Speaker Search and Conversion

Speaker search is itself a cumbersome task, and even after the speaker is found, the
key challenge is to get that speaker on board to deliver webinars/
Speaker Honorarium
Negotiating with speaker for speaker honorarium is another hurdle to overcome.
There may be a disagreement over amount of the honorarium with the speaker, which
needs to be taken care of.
Spam Issues
Even while contacting with the speakers, there is a possibility that the mail wouldnt
land into the speakers inbox but rather in his spam. As a result of which the speaker
doesnt revert back
Target Audience
Being a U.S market, reaching to the correct target audience is the biggest challenge. It
takes a lot of time to build comprehensive list of the target audience.
Product Differentiation
The only thing that makes you stand out in a highly competitive market is your
PRODUCT, how different is your product from the competitors both in terms of
quality of the webinars or the quantity also in terms of the speakers.
SEO for AUDIOSOLUTIONZ
Search engine optimization (SEO) is the process of affecting the visibility of
a website or a web page in a search engine's "natural" or un-paid ("organic") search
results. Since AudioSolutionz is still in its developing stage, optimizing the website is
one of the biggest challenges faced.
2.3 Methodology
The project is to be accomplished by using secondary research.
Secondary Research
Secondary research is a method of collecting data that has already been gathered by someone
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else. It is a technique used when performing marketing research. It is a useful method as it

allows the researcher to identify a new topic rather than one that has exhaustively been
researched.
To understand the consumer behavior from different aspect meaning their priority towards
the type of feature that they focus more on, benefits, SWOT Analysis etc, secondary research
such as internet, reports and journals would be used. Also the websites of different
companies, ebooks, articles and blogs, use of multiple search engines and companys sources
are sources of secondary research.
Data
Collection
Data
Analysis
Developing
Strategy &
Methods
Decision
Making for
Company
Figure 1: Understanding the methodology of the project.
2.4 SCOPE
Working on increasing search engine ranking of the website by bringing good topics
with its expert speaker onboard.
Once the sector is established, company has to look into introductory offers for high
sales like offering a bundle of webinars at low price to the consumers.
Looking into different online and offline channels of promotions through which
company can increase its visibility.
Exploring the new untouched aspects of Nonprofit sector like providing webinars on
upcoming issues than limiting it to compliance.
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2.5 About the Company

2.5.1 About Eli Global
Eli Research India is part of the Eli Global group of companies. Eli Global was founded in
1991 by Greg Lindberg in New Haven, CT and has grown rapidly through acquisitions and
organic growth. Today, Eli Global companies employ over 1,500 professionals working from
over 14 offices worldwide.
Eli Global, LLC acquires, invests, and operates a portfolio of healthcare, media, market
intelligence, certification, and associated service businesses. It offers sports and specialty
market collectibles and enthusiast publications; market research services; information
intelligence and services for the architecture, engineering, and construction industries;
healthcare newsletter publications; and software and training services for the medical coding
industry. The company also provides collection and debt management services; and grocery
store advertising services. In addition, it designs and implements marketing programs for the
healthcare industry.
Eli and its SBUs serve customers ranging from baseball card collectors to medical coders and
provide a broad range of media for each interest group we serve, including magazines,
newsletters, online communities, subscription web sites, e-commerce solutions, workflow
software, certifications, training, seminars, conferences, and webinars.
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2.5.2 Companies under Eli include:
ELI RESEARCH GLOBAL

Bekket Media
Credit Management Company
Shopper Local
Harverd Collection Services
BCC Research
Engaged Enthusiastic Media
Figure 2: Flow Chart explaining different companies under ELI Umbrella
BCC Research
BCC Research is the leader in covering market changes driven by science and technology.
BCC's market research coverage provides detailed market size forecasts that incorporate the
major economic, scientific, and technological developments in industrial, pharmaceutical,
and high technology organizations. Industry analysis and market forecasts for advanced
materials, high-tech systems and components, nanotechnology and novel processing methods
are at the forefront of the company's expertise.
For more than 40 years, BCC's in-depth market analysis has provided businesses with the
insight needed to make intelligent and strategic business decisions.
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The Coding Institute has provided healthcare education and information for more than 60
years, with roots going back to 1947 and is dedicated to offering quality products and
services to help healthcare organizations succeed. Their focus is on providing specialtyspecific content, code sets, continuing legal education opportunities, consulting services, and
a supportive community of healthcare professionals and experts. It has now widen the
business by entering non health care sector by providing consulting services, leagal education
and business solutions to different sectors like construction and housing, energy and
environment, education, management, leadership and so on.
Harvard Collection Services
Harvard Collection Services was established in 1982 and has built a reputation for its
outstanding performance in Debt Management and quality customer service. Harvard
Collection is a full service, nationally licensed, results oriented receivables Management
Company with over 30 years of history serving clients in range of markets. Services provided
by Harvard Collection services include:
Extended Business Office
Contingency Collections
Debt Purchasing
Consulting Services
Credit Management Company
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Credit Management Company (CMC) is a premier, full service collections and accounts
receivable management agency that is dedicated to accelerating cash flow and is committed
to providing their business partners with optimum service through expertise, knowledge,
technology and open communication.
Beckett Media
Beckett Media has been the voice of record in the collectibles industry since its pioneering
beginning in 1984. The preeminent publisher of sports and specialty market collectible
publications in the world, Beckett Media also operates Beckett.com (www.beckett.com, an
award-winning third-party professional sports card grading service.
. In addition to its industry-standard sports collectibles publications, Beckett Media's
entertainment division produces magazines devoted to the vibrant, high-interest worlds of
Pokmon, massively multiplayer online gaming and plushy collectibles. Beckett, in
partnership with NBC Sports' Rotoworld.com, also produces award-winning fantasy sports
guides for baseball and football. Circulation of all Beckett titles combined - including a stable
of regular-frequency magazines and books as well as a bevy of hot-market specialty titles exceeds 1.1 million copies.
Shopper Local
Shopper Local has grown to become the largest and most respected highly targeted media
company in the world. Their contingent of offices throughout the United States, and Canada
provide our advertisers the unique ability to precisely target their current and potential
customers. The client base ranges from the local shoe repair to international conglomerates.
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2.5.3 THE CODING INSTITUTE

The Coding Institute is dedicated to offering quality products and services to help
healthcare organizations succeed. They are primarily focused on providing specialty-specific
content, codesets, continuing education opportunities, consulting services, and a supportive
community of healthcare professionals and experts. The Coding Institute have a host of
products and services that are broadly classified under our three main brands:
SuperCoder
The Coding
Institute (TCI)
Audioeducator
Audiosolutionz
Figure 3: Explaining the Coding Institute
Super Coder It is a division of The Coding Institute that provides resources and
education for coding and billing professionals through online code look-up tools,
books, and print and electronic newsletters. Super Coder consults with the brightest
minds in coding to bring savvy how-to advice, plain-English coding updates, and time
saving and denial-reducing tools.
Audio Educator.com - It is TCI's leading provider of healthcare-related audio
conferences and webinars in the industry today. Their top-notch, professional speakers
bring the latest information directly into offices and conference rooms of busy
healthcare professionals all across the country. In addition, their CD and transcript
libraries provide convenient learning around the clock. Whether it's coding and billing,
compliance, audit prevention, customer service or something more,
AudioEducator.com has it covered.
Audio Solutionz.com - AudioSolutionz.com, the leading source of business-enhancing
information. Their audio conferences, CDs, transcripts and other quality products are
designed to educate and improve the lives of professionals on a daily basis. Audio
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Solutionz deliver the most useful, practical and pithiest, up-to-the-minute information in
areas both technical and inter-personal and cover a plethora of topics in the technical
ground like Microsoft Office, Excel, Word, PowerPoint and Outlook as well as the
critical people skills for customer service, leadership, teamwork, sales and marketing.
TCIs Training in Healthcare

The Coding Institute is the provider of choice for medical coding, billing, and compliance
resources, education, and information. TCIs portfolio of products and services targets highend decision makers with direct financial responsibility for their organizations. More than
60,000 consultants, physicians, compliance officers, practice managers, and medical coders
in both the physician practice setting and the facility setting rely on the information and
resources provided by The Coding Institute. This group of savvy healthcare professionals
actively seeks information that will help them improve their coding, reduce denials, and
improve the overall profitability of their organizations. The Coding Institute offers a host of
products and services for the medical community through www. audioeducator.com
TCI provides a wide array of products for the healthcare professionals including
1.
Medical Coding Newsletters
2.
Medical Coding Books
3.
Healthcare Audio Conferences/ Webinars
4.
Online Coding tools
5.
CDs and Transcripts for audio conferences/ Webinars
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B2B BUSINESS MODEL OF THE COMPANY

The company is into business to business model. Since TCI has a niche market segment
focusing only on professionals and business entities related to specific sector, it provide
online training to attorneys, managers, government agents, owners of any nonprofit
organization and so on which further render their services to common masses. This makes
TCI business model as B2B model.
WEBINAR TECHNOLOGY
A webinar is an online seminar. It is an online event that is hosted by an
organization/company and is broadcasted to a selected group of individuals through their
computers via the Internet. (A webinar is sometimes also referred to as a webcast,
online event or web seminar.)A webinar allows a speaker from the hosting
organization/company to share PowerPoint presentations, videos, web pages or other
multimedia content with audiences that can be located anywhere.
Webinars typically have audio and visual components. The visual component of a
webinar is shared through a web conferencing tool or Internet browser. The audio portion
of a webinar is usually broadcast through the audiences computers (through speakers and
media players) or through the telephone. A webinar also allows the hosting
organization/company to interact with an audience. The audience can ask the speaker or
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the moderator (who is leading the webinar), questions in real-time through an instant
messaging tool or e-mail.
Convenience
Since webinars take place over the Internet directly on your computer, there is no
need to leave the office or home. Because of this, many professionals are using
webinars as a time-efficient, cost-effective method of training.
Affordability
Besides the fact that there is no travel costs involved with attending a Webinar, the
price of attending a webinar is typically much lower than other training options.
Additionally, multiple participants can train together by viewing the webinar at a
single location and therefore pay for only one connection. An entire team can gather
in one conference room to attend together and discuss the webinar contents without
having to invest time and money traveling to and from a physical seminar location.
Efficiency
Most webinars are designed to last around 60-90 minutes in length and are usually
scheduled to fit the work day of busy professionals. Because of their short length,
webinars typically pack a lot of information into a very short period of time.
Long term value
Many webinars offer the option to access the contents and materials again for some
time after the event has ended. Because of this, participants can review the
presentation multiple times, helping them revisit the materials for reference and apply
the contents as needed.
Ease of use
Registering for and attending Webinars is usually an easy process achieved over the
Internet with a standard computer browser and requires no more skill than using the
average email program. Most webinar applications are designed for ease-of-use and
require very little additional downloading of software, if any.
But there are certain disadvantages as well associated with webinar trainings.
Computer and Internet required
While a large meeting space is not needed, both presenter and participants will need a
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computer and Internet connection. Participants will also require an email account to
receive an electronic invitation to the webinar.
Computer literacy
While most webinar applications are designed for ease of use, participants must be
able to navigate a computer and perform basic browser operations such as accessing
the Internet.
No interaction
Because the presenter will not be face to face with participants, all communicating is
through his voice and presentation. The instructor cannot gauge the level of
understanding among her participants because she cannot see their expressions, and
the participants may lose some of the excitement about the subject when they cannot
see the instructors face.
PROJECT SPECIFIC ANALYSIS

The main objective of the project is to provide on go market strategy to TCIs (The
Coding Institute) webinar business in Nonprofit sector in the US. TCI being a key player
in the heath care sector where it provides specialty-specific content, codesets, continuing
education opportunities, consulting services, now intends to extend its webinar business
to other allied sectors as well.
3.1 UNDERSTANDING THE 7 Ps OF SERVICE MARKETING OF TCI

3.1.1 PRODUCT
The product, which is the online training provided by TCI is intangible and electronic in its
form. The delivery and consumption are inseparable as the date and time of the delivery of
online training is pre decided. The services provided are hybrid in nature. The speaker, topic,
date and time of the webinar is pre decided. The customization part comes when the
webinars/ audio conferences are recorded and provided to the customers in different forms.
Types of products offered by TCI are:
Audio Conferences
Webinars
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Transcripts
On Demand webinars
E-Newsletters
Recorded CD or DVD
Ebooks (not for all the verticals)

TOPIC/ CATEGORY RESEARCH
Topic research is another important area to be considered. The topic for the webinars/ audio
conferences is also an important aspect on which one can differentiate their product. Since
entering into new markets, those topics should be researched on which there currently no
training is being given.
Also the current hot topics should attract more potential customers. But for this entire topic
research, understanding of the market place is a pre requisite. The topics which are
researched should be beneficial to the target audience and also could attract more and more
customers who would want to buy the audio conference. With so many competitors in the
market, identifying the topics that would make TCI stand out is a challenging task. Hence
different broad areas for the market have been identified.
CATEGORIES
Taxation
Compliance
TOPICS
Tax Issues for Nonprofits
Unrelated Business activities Tax
Tax Exempt Organizations From Start to Finish
Filing 5500 Schedule C: Ensuring Compliance with

Disclosure and Reporting Requirements
Preparing IRS Form 990: A Guide for Lawyers on

Non-Profit Boards
Finance
Nonprofit Revitalization Act
Charitable Giving Techniques
How to Position Your Nonprofit for a Government

Grant or Contract
Nonprofit Accounting for Contributions and

Pledges
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Operation
Property
Technology
Management
Income
Raising Funds
Accounting& Auditing
Grants & Gifts
Insurance
Investments
Guidance on lobbying activities
Day to day events to attract people
Maintaining tax exempt status
Formation and dilution of organization
Expansion- Franchise, partnership, mergers
Intellectual Property
Real estate issues
Strategic Social Media
Online Fundraising
Software
Cloud Computing
M technology
Website
Nonprofit Executive Director
Understanding Fiduciary liability
The Role of Trust Protectors and Special

Fiduciaries
Human Resource
Employee Benefit Plans of Tax-Exempt and

Governmental Employers
Leadership
Retirement Plans
Stewardship
Payrolls
Board of Directors
Recruitment
Structure of the organization
Leadership Succession
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International
Legal risks
Donor
Working Internationally
Nonprofit Mergers
International Activities of Domestic
Charitable Organizations
Foreign Religion
International Charities
International Organizations
Volunteers
Regulatory Authorities
Donor Management
CRM
Table 1: A table showing different categories that are researches for US nonprofit market.
SPEAKER/SUBJECT MATTER EXPERT RESEARCH
One of the most important aspects of the webinar business by TCI is the SPEAKER or the
SUBJECT MATTER EXPERT, the one who delivers the webinar/ audio conference and
provides training. The speaker forms the basis of the training that is imparted through the
webinars or the audio conferences. Hence, speaker research is one of the most important pre
requisite before entering into any new markets.
Additionally, not only researching for the speaker, but also making them a part of TCI is also
important. After searching for a particular speaker, right from getting their contact details to
reaching out to them, negotiating with them are some of the major challenges that are
encountered during this entire process.
Since, TCI would be a new entrant into this market, differentiating their product, which is
training on a particular topic for a specific target group, can also be done in terms of the
speaker. How good a conference or a webinar is depends on the topic on which the
conference is being presented as well as the speaker.
There are a number of challenges that are associated with the speakers in general, the most
important being Speaker Conversion. The number of speakers who actually respond back or
revert back is very less as compared to the number of the speakers who are contacted. There
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may be issues of spamming, wherein, the mails sent to speakers may not land in their inbox,
but in their spam. Then in some cases, the speaker themselves may stall and not respond
because he is too busy.
All in all, speaker research forms the basis of the business, and for market, Nonprofit
organizations, in total of 687 speakers have been found, who are experts in their own fields.
And, the next stage would be to get in contact with the speakers and then making these
speakers a part of TCI.
TARGET AUDIENCE IDENTIFICATION
The next important determining factor for entering into new markets would be identifying the
TARGET AUDIENCE. Determining the correct audience and reaching to them is a crucial
factor in having a successful conference or webinar. Understanding what the customer wants
is very important in scheduling a conference.
Identifying the target group is one task, but then reaching out to them is also a challenging
task. Designing a comprehensive list of the target audience is a cumbersome task and takes a
lot of time. Even after generating a list, determining which group of people will be interested
in buying the audio conference is also important.
Also for identifying the target audience, understanding of the market is required. Since, TCI
is entering into new markets for training using the audio conference, a thorough of the
marketplace is must, because only can then TCI correctly identify its target audience.
Targeting as we know is an important aspect of the marketing mix, hence targeting to the non
target group, would obviously not be beneficial to the company.
For TCI, one has to keep in mind is that it render its services only into niche market. Its target
market is very specific. It does not cater to the needs of common masses and only provide
business solutions/ trainings.
Its target audience for nonprofit sector can be divided into two categories:
Attorneys
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Non Attorneys (includes business owners, managers, government agents,

professionals, board of directors, clergies, ministers, volunteers and so on.)
3.1.2 PRICE
Pricing is a dynamic process. One has to be always on its toe to see what market is offering
and what our competitors are offering. Companies design a pricing structure that covers all
their products. They change this structure over time and adjust it to account for different
customers and situations. The nonprofit sector conferences can be priced in the range of. The
competitors currently providing training in the nonprofit sector are between the price range of
$0 to $950. The company generally adopts competitive based pricing.
The following pricing strategies could be adopted by TCI, since they are entering into new
market.
Penetration Pricing In case of Penetration pricing, the organization sets a low price
initially, to increase the sales and market share and once the market share has been
captured, and the organization may then increase their prices. Since TCI is entering
into new market of Nonprofit sector, they should follow penetration pricing. Being a
new entrant, they should keep the prices of the webinars/audio conferences low, so
that they can create a place for themselves, and once that goal they might as well
increase their prices.
Bundle Pricing In case of Bundle pricing, several products are offered for sale, in
one combined unit that is often marked at a reduced price compared to the sum of
their separate purchase prices. Apart from providing the live audio conference or the
webinar, TCI also provides the transcript and CD of the conferences. So it would be a
good option to bundle the products together and provide them at a lower price.
Competitive Pricing Competitive pricing is one where the price is set in
comparison with the competitors, and it could be higher or lower or similar to the
competitors. Since entering into a new market, competitors should be looked at before
deciding the price of the webinar/ audio conference. Keeping a price similar or a little
less than the competitor would be the best option.
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In addition, since it is a new sector, TCI could also provide some free complementary
webinars or audio conferences. It could also be used as a promotional strategy to attract
customers, and hence broadening the customer base.
Price has a lot of impact on the buying decision of the consumer. Factors that affect the
pricing strategy of TCI are:
Duration of the webinar

Depending on the duration of the webinar, the prices also changes. Generally a
webinar is for 60 minutes. If its extended, company charges higher price.
Topic of the webinar

Depending on the topic and the market demand, prices are set for a particular event.
Number of speakers in the panel

It has been observed that more the speakers more is the price charged. Since it
increases the marginal cost of the product, the price is also set high.
Honorarium Payments to the speaker

Speakers are paid the money against the service rendered in the form of honorarium
payment. It is negotiated before delivering the webinar while signing the contract. The
payment amount is decided on the basis of how renowned the speaker is in the
market, his expertise in that particular field and his experience in the field. This is one
of the important factors the company looks while deciding on the price.
Popularity of the speaker

If the speaker is well renowned in the U.S. market for his expertise, he/she would
always charge very high which would push the company to place its webinar on
higher price.
Prevailing Price in the market

Company has to follow the prevailing trend of the market in order to survive into it.
Since TCI will be new entrant into non-profit sector, it would be beneficial to keep
low prices initially in order to attract larger audience and gain a competitive
advantage over its competitors.
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3.1.3 PLACE
Place, in literal terms, is how a product is reaching to the customers and making them
purchase the product. However, when it comes to online business, place or location refers to
how easily customers can locate your product or service. The website can act as a brand and
packaging of the product/ service one is offering.
There are a number of factors that should be taken into consideration while designing the
website, since website is the medium through which the customers can avail the products
being offered:
Users ease
While surfing the website, a consumer should find it easy to have complete access
over the site.
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Navigation
Navigation of the website is a key component when the company is offering its
services online. Thus, website becomes the only interface that connects you to your
target audience. It is often what stands between the user and the users goal also. And
as a marketer, one should want to make that distance as short as possible. Specifically,
the navigation should enable users to choose from a small selection of pages to visit,
provide clear labels for the pages where navigation tabs take them, tell customers
where they currently are and how to get back and provide a search function. In
technical terms they are called BREADCRUMBS.
There are 3 main components of a well-designed navigational system
1. Current locator - This is also known as a site ID and is a way for users to know
where on the website they currently are. For instance, when you select a given tab in
the website navigation, the appearance of that tab changes to reflect that it has been
selected.
2. Navigation method - For visitors, this is a way to find out where on a website you
can go and how to get there. It gives you access to the primary content sections and
utilities and then places you can get to that aren't part of the primary content hierarchy.
3. Trace Route - This is a way for the visitor to find where on the website he/she has
been. This is also known as a home link or breadcrumbs and it traces back to where
the visitor initially started. In case of the AudioSolutionz site, by clicking on the
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AudioSolutionz icon, one can get back to the home page.
Search
This is the search functionality visitors have access to. It's a way to quickly find
specific information the visitor might be looking for.
Visibility
In the dense scenario of competitions, it is very necessary for TCI to be visible on
search engine platforms when a consumer searches for online training services.
GOOGLE RANKING is one of the important aspects to look upon.
Secured Payment Gateway

A payment gateway is an e-commerce application service provider service that authorizes
payments for e-businesses, online retailers, bricks and clicks, or traditional brick and mortar
and it facilitates the transfer of information between a payment portal, such as a website and
the Front End Processor or acquiring bank.
AudioSolutionz employs Pay Pal and Authorized net for the online payment system.
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Category Segmentation
When there is a vast array of products available, it is important to make sure that the products
can be easily found. Category segmentation refers to division of services offered in such
away all the similar topics of a one field are visible under same segment. It allows setting the
products to appear in any number of main and sub categories. Category segmentation is
important, so that whenever a potential customer visits the website, he can easily find the
product and is not lost or confused in the process of finding it. So it is important to have clear
and distinct categories of products available on the website.
Audiosolutionz is dealing into 10 categories and its website shows these categories on the top
which provides highest visibility to the customer.
Geographical Coverage
Place may also cover geographical regions where company is catering its services. Eli
Global has a very niche market for USA because of its wellstructured nature.
But its competitors are tapping into new market specially Canada and United Kingdom.
Thus, Eli can also find a potential market beyond the USA.
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3.1.4 PROMOTION
Promotion is extremely necessary to entice the consumer to the website. Promotion of a
website can be done in two ways: online strategies and offline strategies.
Online strategies include search engine optimization, banner ads, multiple points of entry,
viral marketing. For the customers to know of the Companys existence, Google Ranking
does make a lot of effect. The visibility of the website becomes very important on any search
engine platform. There can be traded links or banner advertisements for the same.
Content on the website and words used in the content should match the keywords by which a
consumer will search for the results on any search engine. Company has to keep an update on
such activities. This helps a company to navigate a consumer and understand his/her actions
The following promotional tools that are being used by TCI, for the online promotion of their
new audio conferences/ webinars:
DIRECT MARKETING
Direct marketing includes connecting the directly to the target audience which is chosen
carefully to obtain immediate response and look for long term relationships. Here marketers
communicate directly with consumers, often one to one, interactive basis. Beyond brand
and relationship building, direct marketers usually seek a direct, immediate and measurable
consumer response.
There are many different direct mailing tools, but the four major categories include
1. E-mail marketing
2. Telemarketing
3. Direct mail marketing
4. Fax marketing
Others may include, distributing flyers; door-to-door solicitations; FAX broadcasting;

television marketing (i.e., infomercials); coupon ads in print media; and voice mail
marketing.
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E Mail Marketing
Email marketing is directly marketing a commercial message to a group of people
using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It is usually done by using email to send ads, request business,
and is meant to build loyalty, trust or brand awareness. Sending email messages with the
purpose of building the relationship with its current or previous customers as to
encourage customer loyalty and repeat its business and also with the purpose of acquiring
new customers or convincing current customers to repeat its purchases.
Entering into a new market would require extensive promotion; E-mail marketing is the best
promotional tool available for the company. Both bulk mailing as well as personalized
mailing can be done, informing the customer about their new products. E-mailing is an easy
and inexpensive method. Also, keeping in touch with the customers will help in an increase
in the frequency of repeat purchases from the existing customers.
Direct Mail Marketing

Direct mail marketing involves an offer, announcement, reminder, or any other item to a
person at a particular address. It is basically, contacting carefully targeted prospects with
custom tailored offers or promotional materials like brochures, circulars, letters or newsletters
on one-to-one basis via ordinary mail.
Direct mailers can be sent to the target audience, and this could be more effective since it is
more personalized, and is highly selective and targeted. Although the new digital direct mail
forms are gaining popularity, the traditional form is still by far the most widely used. Despite
the clutter, traditional direct mail can be highly effective, especially for reaching certain
segments that dont get as much direct mails as the general population.
Fax marketing
Fax broadcasting or Fax marketing is one of the most cost effective and direct methods of
promoting products. It is a medium which produces instant results and easily monitored for
results. Broadcast fax is a feature that allows someone to send a document or documents to
many recipients simultaneously. Documents that need to be sent to a large audience, such as
announcements, press releases, newsletters, or other types of information, are often sent by
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broadcast fax. One advantage of faxing is that direct mail pieces can be lost in regular mail.
Broadcast fax also has an automatic redial feature that ensures delivery.
Henceforth, fax broadcasting can also serve as an effective tool for online promotion.
Telemarketing
Telemarketing is the most interactive marketing medium available, which allows one to
answer their prospects questions, address their concerns, and overcome their objections. It is
the only marketing medium that allows adjusting your strategy midstream and making any
changes at any time necessary to increase results.
Telemarketing involves lower overhead costs than employing an outside sales force, saving
small businesses money. Another advantage of telemarketing is that one can expand their
business by selling to customers in other sales territories, whether locally or nationally.
Telemarketing also offers a way to follow up with existing customers. Staying in contact with
the customers gives an opportunity to find out more about the clients needs and build a better
relationship. In the end, improved customer satisfaction can have a significant impact on the
profitability of the business.
But on the other hand, a main disadvantage of telemarketing is that it is considered a nuisance
by many people and it is governed by many legal rules that must be followed. It may be time
consuming to train the staff on how to sell the product over the phone and may also require a
well prepared script.
But nevertheless, it may serve as an effective method of promotion. Once, the lists for the
target audience has been generated for the new nonprofits market, outbound telesales can be
very useful, since it allows for interaction and personal selling; one can immediately respond
to the feedback from the prospects while still being engaged in the sales process.
Sales Promotion Techniques

Sales promotion is needed to attract new customers, to hold present customers, to counteract
competition, and to take advantage of opportunities that are revealed by market research. It is
made up of activities, both outside and inside activities, to enhance company sales. It can be
discounts, any added utility and so on.
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Search Engine Marketing

Search engine marketing (SEM) is a form of internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising. SEM may use search engine optimization (SEO) that adjusts or
rewrites website content to achieve a higher ranking in search engine results pages or use pay
per click listings or Web analytics.
Search Engine Optimization
Search engine optimization (SEO) is the process of affecting the visibility of a website or
a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the
earlier (or higher ranked on the search results page), and more frequently a site appears in the
search results list, the more visitors it will receive from the search engine's users.
As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing its
content, HTML and associated coding to both increase its relevance to specific keywords and
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to remove barriers to the indexing activities of search engines. Promoting a site to increase
the number of back links, or inbound links, is another SEO tactic.
SEO is further divided into two main areas 1. On Page SEO this includes what can be done on the pages of the website itself.
2. Off Page SEO this covers activity that takes place elsewhere (e.g. link building).
On Page SEO
On-page SEO is a process of optimizing the specific sections of your website/blog content to
make it more clear and simple for search engines like Google, so that search engine can
easily assign a rank to your site.
On Page SEO
Keywords
Title tags
H1 Tags
Keyword
Density
Keyword
Placement
Description
Figure 4: Flow chart explaining types of On Page SEO
There are a number of factors that affect a SEO campaign.

1. Content
One of the crucial factors of on page SEO is CONTENT, which should be unique and
relevant. For a webpage to be indexable for a given keyword, it must have content
that fulfills the users search query. Further, the content should be interesting and
useful for the users and should be at least 50 words in length.
2. Keywords
3. Keyword Density
More usage of the targeted keyword is not always good for SEO, because if the same
keyboard is used in every line and every image, it will raise a red flag to the search
engines, and hence the keyword density should be between 4% to 7%.
4. H1 tags
A header tag, also known as the H1 tag, is like the subject line of the web page, and
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the keyword phrase should be used only once in the H1 tag. H1 tags should be
included on a page, where the unique traffic is to be diverted.
5. Title Tags and Meta Description
After selecting the keyword, the next important factor is the title. The keyword apart
from being present throughout the webpage should also be present in the page title,
since the page title is given the maximum importance by the search engine, and the
title should be limited to 65 characters. Meta description is where the content of the
page is described, and the Meta description should also contain the keywords.
6. Alt Tags of Images
Alt tags should be added to the images which are related to the content. Alt tag is the
targeted or desired keyword(s) But the same keyword shouldnt be used in all tags of
all images.
Another aspect which can be used as a promotional tool is FEEDBACK FORMS. The
customer feedback can be used to improve the website and can also be used to provide better
service to the customers.
The company has started with the one page SEO, optimizing the website for AudioSolutionz,
which would help in improving the visibility of the website.
Off Page SEO
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Off page SEO is doing things off site to improve ones websites search engine rankings. The
only thing one can do off site to increase the rankings is to build up more links. More links
will generally lead to better search engine rankings.
Off Page SEO
Content
Social
Networking
Articles
Bookmarks
Video
Blogs
Figure 5: Flow Chart explaining types of Off Page SEO
Link Submission - Linking strategies provide an effective way for customers to learn about
the company through other sites related to the same subject. The key to developing an
effective link program is to identify sites that are not direct competitors but have a similar
target market as one has. It is also necessary to find a balance between the amount of traffic
that exits your site through a link and the number of people who visit your site through a link
on another site. Building links from other sites to ones site also increases the sites relevancy
to search engines.
Article submission - Article submission generally refers to the writing of articles that are
relevant to ones online business and then getting them added to the popular article
submission directories. The main purpose behind article submission is to attract a large
number of visitors (and links) to the website without incurring a great cost. Article
submissions can enhance and improve the ranking of the online business in search engines by
increasing the quantity of back links. But certain things should be taken care of like, the
articles should be keyword rich but not excessive to the point of keyword stuffing, and the
average length of keyword should be anywhere between 500 to 700.
Short articles and links regarding the conferences can be submitted by the company to
various articles directories as well as websites for the promotion of these new markets.
Banner Advertisements - A web banner or banner ad is a form of advertising on the World
Wide Web delivered by an ad server. This form of online advertising entails embedding an
advertisement into a web page. It is intended to attract traffic to a website by linking to the
website of the advertiser. Implementing a banner ad campaign is one of the most effective
methods for increasing the companys brand awareness. Banner ads are an effective direct
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marketing tool that can increase site traffic if they are creative and include a call-toaction. The best website to put a banner ad is the one which is highly relevant to ones
business, without it being a direct competitor. In case of these new markets, banners can be
put on the websites of NCNP (National Council for Nonprofits), it is NCNP that provides
guidance to the respective sector and also provides information about laws or updates in the
existing one, and it is very likely for the attorneys and all those associated to assisted
nonprofit sector to visit this website. In addition, banner advertisements can also be put on
websites like American Bar association as well as guidestar.
Since most of the prospective customers visit these websites, it would serve as an important
promotional tool.
Pay Per Click

It is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
Essentially, its a way of buying visits to your site, rather than attempting to earn those visits
organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to
bid for ad placement in a search engine's sponsored links when someone searches on a
keyword that is related to their business offering. PPC relies heavily on keywords research,
and keyword grouping. The goal is to create lists of keywords that are relevant to your
business, and that people are searching for.
PPC or pay per click is a model of internet advertising in which advertisers pay a specific
amount each time one of their ads is clicked. Often pay-per-click marketing is used with
search advertising, enabling businesses to advertise on search engines such as Google.
Websites that utilize PPC ads will display an advertisement when a keyword query matches
an advertiser's keyword list, or when a content site displays relevant content. Such
advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or
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beneath organic results on search engine results pages, or anywhere a web developer chooses
on a content site
PPC is a vital promotional tool and it insures that the website is listed prominently on the
search engine result pages, and a properly managed PPC campaign is a great way to drive
traffic to the website.
Web Analytics
Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of
Web analytics is said to enable a business to attract more visitors, retain or attract new
0customers for goods or services, or to increase the dollar volume each customer spends.
It is often used as part of customer relationship management analytics (CRM analytics). The
analysis can include determining the likelihood that a given customer will repurchase a
product after having purchased it in the past, personalizing the site to customers who visit it
repeatedly, monitoring the dollar volume of purchases made by individual customers or by
specific groups of customers, observing the geographic regions from which the most and the
least customers visit the site and purchase specific products, and predicting which products
customers are most and least likely to buy in the future. The objective is to promote specific
products to those customers most likely to buy them, and to determine which products a
specific customer is most likely to purchase. This can help to improve the ratio of revenue to
marketing costs.
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Google Analytics (GA) is a service offered by Google that generates detailed statistics about
a website's traffic and traffic sources. GA can track visitors from all referrers,
including search engines and social networks, direct visits and referring sites. It also displays
advertising, pay-per-click networks, email marketing and digital collateral such as links
within PDF documents.
Social Media Marketing

Social media marketing refers to the process of gaining website traffic or attention through
social media sites.
Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. The resulting
electronic word of mouth (eWoM) which refers to any statement consumers share via the
Internet (e.g., web sites, social networks, instant messages, news feeds) about an event,
product, service, brand or company. When the underlying message spreads from user to user
and presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.
It is a form of internet marketing that implements various social media networks in order to
achieve marketing communication and branding goals. Social media marketing primarily
covers activities involving social sharing of content, videos, and images for marketing
purposes.
Social media marketing provides a low cost way for businesses to reach large numbers of
users and gain brand recognition. Since social networking websites already have large
established online communities, businesses and organizations can gain exposure by simply
joining these websites. Organizations can create custom social media profiles, and then build
their own communities within these sites by adding users as friends or followers. Many
companies attract users by posting frequent updates and providing special offers through their
social media profile pages.
The main advantage of social media marketing is cost-related. The majority of social media
sites are free to access, create a profile and post information. The advantage of reaching your
targeted market for little or no cash investment is substantial, and the audience wanting your
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information voluntarily joins or follows you. The viral nature of social media means that each
person who reads your posts has the capability to spread the news farther within his own
network, so information can reach a large number of people in a short time.
One of the disadvantages of social media marketing is that updating the social media
accounts takes time and effort. A senior person with knowledge about the company and
products should handle the companys social media presence, and the cost in time means the
media is not completely free. It is ongoing work to find new angles about your products
continually and to post and re-post information. The information is only visible for a short
time before newer posts replace it.
Since TCI is entering into new markets, creating brand awareness is very important, and
social media marketing can serve as an important promotional tool. Social networking sites
like Facebook, Twitter and LinkedIn would be just the right place to promote itself, by
creating profiles where they could upload information about the upcoming conferences. Also,
the snippets of the conferences in these new sectors could be uploaded on You Tube. The
company can use social bookmarking sites like Stumble Upon, Reddit, where users bookmark
many sites and then tag them with many descriptive words. This allows other people to
search by those terms to find those pages. In terms of its potential for marketing, the more
often a web page is submitted and tagged, the more traffic that website will likely receive.
Social Media Landscape
Discuss
Social
Netwoks
MMO
Publish
Social
Media
Marketing
Virtual
World
Microblog
Livecast
Figure 6: Social Media Landscape
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Another important part of Social Media Marketing is BLOGS.

Short for weblog, a blog is a type of shared online journal. It's written by an individual,
published on a web page, and usually available to anyone with access to a web browser. It
contains the blogger's thoughts, observations, recommendations, reflections, opinions, and
feelings on whatever he or she wants to write about. And the entries are displayed in reverse
chronological order, with the most recent posting at the top.
Blogs can include photos, audio clips, and video, and they frequently contain links to other
blogs or websites. Blogs can be publicly viewable, or tucked safely behind a company
firewall.
As the Internet has become more social, blogs have gained in popularity. Today, there are
over 100 million blogs with more entering the blogosphere every day. Blogs have become
more than online diaries. In fact, blogging has become an important part of the online and
offline worlds with popular bloggers impacting the worlds of politics, business and society
with their words.
Social Media Marketing is a growing trend these days, and is one of the most widely used
online promotion tools. Hence, using social media for promoting the new markets would be a
great option.
3.1.5 PEOPLE
The fifth P of the marketing mix is people. People inside and outside of the business are
responsible for every element of sales and marketing strategy and activities of the company.
Getting the right speaker on board and appropriately delivering the webinar is essential if the
organization wants to obtain a form of competitive advantage. Audience make judgments and
deliver perceptions of the webinar and the company based on the speakers they interact with.
The speaker should have the appropriate interpersonal skills, attitude, and service knowledge
to provide the effective webinar that consumers are paying for. Thus, speaker identification
is a very crucial task in the organization. One has to carefully go through speakers profile,
qualifications and expertise before hiring the person.
Additionally, not only researching for the speaker, but also making them a part of TCI is also
important. After searching for a particular speaker, right from getting their contact details to
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reaching out to them, negotiating with them, deciding on dates on which webinar has to be
delivered are some of the major challenges that are encountered during this entire process.
Since, TCI would be a new entrant into this market, differentiating their product, which is
training on a particular topic for a specific target group, can also be done in terms of the
speaker.
There are a number of challenges that are associated with the speakers in general, the most
important being Speaker Conversion. The number of speakers who actually respond back or
revert back is very less as compared to the number of the speakers who are contacted. There
may be issues of spamming, wherein, the mails sent to speakers may not land in their inbox,
but in their spam. Then in some cases, the speaker themselves may stall and not respond
because he is too busy.
The employees of the company helps in pre and post delivery of the webinar by lead
generation, solving queries regarding the topic or speaker, taking feedback from the audience
on the webinar attended.
3.1.6 PHYSICAL EVIDENCE

Physical Evidence is the element of the service mix which allows the consumer again to
make judgments on the organization. Physical evidence is an essential ingredient of the
service mix, consumers will make perceptions based on their sight of the service provision
which will have an impact on the organizations perceptual plan of the service.
Most services cannot be offered without the support of tangibles. Customers cannot see the
service provided, but they can definitely see the tangibles that accompany.
In case of TCI, it provides attendee package to its consumers for references during the
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webinar. It is complementary in nature.

The company also provides an option of additional material which can be bougjht by the
consumers for their references and ease while taking a webinar.
3.1.7 PROCESS
Process is an important to deliver a quality service. Webinars being intangible, process
become all the more crucial to ensure standards are met with. Process mapping ensures that
the webinar we deliver is perceived as being dependable by the target segment. In TCI also,
the process of delivering a webinar is very standardized.
The process in TCI is two sided: one involving speakers to the company and another
attracting and retaining costumers in the company.
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For Speakers
For Target Segment
Identifying the speaker
Identifying the target

audience
Contacting the speaker
Sending the Flyer related

to the topic
Following Up the Speaker
Attracting through more

promotions
Negotiation
Deciding on dates and

topics of delivery of the
webinar
Signing the contract
Asking for MIW (

Marketing Information
Worksheet)
Solving Queries
Providing audience with

all the required material
Taking questions/ queries

after the webinar
Asking for feedback
Delivery of the webinar
Speaker Retention
Figure 7: Flow Charts explaining the process of TCI
SPEAKERS ACQUISITION PLAN
Resource identification
One of my key tasks in the project was resource identification. It refers to the process of
identifying right person with appropriate expertise and experience who can come on board an
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deliver a webinar on specific topic. It includes rigorous research as finding potential speakers
online is a cumbersome task.
Email/ Phone appending
Once the resource is identified, email/ phone is appended which means that all the points of
contact, mainly email ID or phone numbers are searched so that the potential speaker can be
approached.
Speakers Contact
The next step is to contact the speaker which is done by the marketing team. The
conversation may include terms and conditions of working, expertise and area of interest on
which speaker wishes to deliver a webinar.
Negotiation
Company and the potential speaker have to decide on common honorarium fee that company
is willing to pay and the person is ready to deliver.
The decided fee can be affected by number of factors like expertise of the speaker, experience
in the field and popularity of the speaker.
Topic Discussion
Once negotiation is done and terms and conditions are decided, the topic of upcoming
webinar is decided keeping in mind the expertise of the speaker and market demand.
Marketing team should also have thorough knowledge of the topic which helps in
promotions.
Copyright issues
US as a market and experts are very strict about copyright issues. The content in the flyer,
PowerPoint presentation which is sent to the audience as a reference and content of the
webinar has to be given a copyright. Company plays a significant role in copyrighting the
content. This further helps the company in trust building and relationship management.
Date Scheduling
Its not necessary that webinar can be delivered on the day the company wants. Dates are
decided on keeping the hectic schedule of the speakers in mind. Plenty of time is given to the
speaker to prepare his/ her content that has to be delivered in the webinar.
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Signing of the contract

Once the appending, negotiation, topic, and date scheduling is done, the speakers has to sign
the formal contract in which all the details related to webinar and working conditions are
specified.
The contract is the final stone of speakers acquisition.
Relationship Management
Acquiring speakers into the team is not sufficient; their retention is most difficult one. Once
speakers have come on board and are part of the team, company has to work on relationship
management. It is the most dynamic task as different speakers have different needs and
expectations.
Thus, speaker acquisition is the primary task in the work profile of TCI as the company
cannot move forward without an efficient panel of speakers. The speakers also help in
building brand of the company.
Customer Acquisition Plan
Identifying Target Segment

Targeting the right target audience is very important while positioning the product/ service
into the market. Reaching out right audience is like hitting the bulls eye.
In TCI, identifying the target audience is a difficult task as for every new webinar theres a
lot of different audience one needs to cater to.
One can understand through competitors actions which segment one needs to target.
Sending Flyers
Online flyers are one of the common tools used to promote an upcoming event. Flyer is
generally a one- sheeted pamphlet in HTML or XML format, which has information about
the upcoming event, title, areas to be covered, agenda, date, time and venue, time duration
and name of the speaker. Sales promotions tools like discounts are also mentioned to attract
larger audience.
Sending flyers online has its own issues like spam, privacy issues and bouncing back and
content issues. The content and keywords used in the flyer have to appropriate and
universally accepted else it may cause reporting issues.
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Other promotional tools

Sales promotions are commonly used to attract larger audience like discounts, free webinars,
bundle offerings and so on.
Other than sales promotions online banners, personalized emails are also send to attract
audience.
Solving Queries
TCI is very particular about their customers. For solving their queries a special team has been
trained only to address the customers. Reverting back their queries regarding event, agenda,
speakers are the important activities which are taken care of.
Providing required material

Generally, all the information about the speaker and PowerPoint presentations are made
available for the audience who have bought the product for their reference. This helps
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customers in relating the topic, giving a brief understanding beforehand of the topic that
will be discussed and understanding the agenda of the event.
Providing material pre- hand also helps in clearing most of the doubts of the customers.
The material is a proof and also helps in trust building.
Taking Queries right after the webinar

All the events conducted in TCI are no a monologue. Audience is given full opportunity to
ask any sort of query from the speaker related to the topic. In 90 minutes webinar, 10- 15
minutes are kept for Q&A round which is only dedicated for audience query.
This helps the company understand how effective the webinar was, what and where were
the loop holes and audience interest in the topic and the speaker.
Taking Feedback
After every event, company requests audience to provide their valuable feedback on the
webinar. This helps company in understanding customers needs and demands and areas of
improvisation. This also helps the company to meet customers expectations.
Company also provides the option of feedback on their main website.
In a price-sensitive and competitive world, quality, trust, reliability and brand are
competitive tools that a company can use to grow. To achieve this, the technologies must be
well designed, run smoothly and continually monitored and tested.
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Hence, TCI for its brands Audioeducator and Audiosolutionz currently uses audio and
webinar technologies from two companies respectively, they are as follows:
1) GoToMeeting
The company presently uses technology for its webinars training solutions from
GoToMeeting which can be used for scheduling professional webinars, hosting upto 1000
people at a time with zero lag issues and provides a stable connection for proper functioning,
so that there are no disruptions.
2) Beacon Live
The company currently uses technology for its audio conference training solutions from
Beacon Live which partners with its customers to produce professional webinars, webcasts,
audio conferences and on-demand solutions for the lead generation and paid to attend
markets, specializing in Continuing Education.
3.2 COMPETITIVE ANALYSIS

Understanding of the competitors profile is very important before entering into new market.
It helps in gaining better insights of the market by understanding the market place, recent
trends prevailing in the market and majorly 4Ps of competitors profile. One can also
identify market demand by analyzing it which can further open new array of opportunities for
the company. Since TCI is diversifying into new market, competitor analysis becomes very
important.
In an industry which provides online training and business solutions, competitor analysis
allows to understand, the pricing strategy adopted by the competitors, the kind of topics on
which training is being given, the speakers who are a part of the competitors. Only by looking
at the competition, can any new entrant get an idea about the market, and to decide, whether
to enter a market or not.
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Competitors can be divided into two:
Direct Competitors
Indirect Competitors
Direct Competitors
Those companies that produce a virtually identical service (online business solutions and
trainings) that are offered for sale within the same market i.e. the US. In addition to watching
their relative pricing for similar products, a business operator will keep track of any
significant technological innovations at any direct competitor that might put them at a
competitive disadvantage.
For TCI, companies rendering services through webinars, audio conferences, On demand
webinars, CDs and DVDs or any of the channel that TCI follows and have similar pricing
strategies is a direct competitor to the company.
Indirect Competitors
Companies whose channels of rendering services on online training and business solutions
are not similar but can be counted as substitutes and follow similar pricing strategies and also
targeting same target audience are indirect competitors of the company.
Live seminars, Books, offline newsletters and offline training can be indirect competitors for
TCI.
3.2.1
Product Portfolio for US Nonprofit market:
Audio Conferences/webinars
A web-based seminar (webinar) is a conference that is hosted in near real-time
over the Internet. Webinars allow groups in remote geographic locations to listen
and participate in the same conference regardless of the geographic distance
between them.
Transcripts
They are defines as written records of the verbal content that speaker presents in
the webinar.
On Demand webinars
These are recorded versions of the LIVE webinars which are offered for sale once
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the event has taken place. The company recast these webinars on particular date
and timing for those who have missed out the opportunity of attending it live.
They are generally priced higher than a live webinar. A customer cannot keep it
for future use as it is inseparable from its source.
E-Newsletters
These are online newsletters which provide latest news, developments and updates
related to a particular sector. Generally they are offered for free and are available
on weekly basis.
Recorded CD or DVD
These are also recordings of live webinars which have taken place in the past.
They are offered in the form CDs and DVDs which customer can keep it to itself
for future purposes.
Ebooks
These are digital books available online. The content is generally on specific topic
covering all its aspects. The price of the book is set on the number of topics
covered, number of pages the book contains and the writer.
TCI is not a very active provider of online books for its customer. One of the
reasons could be market trends. Company has realized that the customers
preferences for books are not very high. Thus, pooling resources to such a product
wouldnt be very beneficial.
Seminars
It is, in general, a form of academic instruction, has the function of bringing
together small groups for recurring meetings, focusing each time on some
particular subject, in which everyone present is requested to actively participate.
This is often accomplished through a seminar leader or instructor, or through a
more formal presentation of research.
Since TCI provides an online platform of learning, the players providing seminars
are indirect competitors for this particular product category.
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Courses
These are online tuitions/ classes one can take to have an understanding on a
particular topic. These are generally for a 5-7 days in which date. Timings and
topic of discussion is pre-decided.
TCI has not entered in to this product category.
MP3
It is an encoding format for digital audio. It is a common audio format for
consumer audio streaming or storage, as well as a de facto standard of digital
audio compression for the transfer and playback of music on most digital audio
players.
Conferences
It is a large gathering of individuals or members of one or several organizations,
for discussing matters of common interest. It also has audience which can attend
the discussion. The conference can be for 1-7 days depending on the agenda and
its scale.
Podcast
It is a digital audio or video file or recording, usually part of a themed series that
can be downloaded from a website to a media player or computer.
Articles
They are written documents on particular topic discussing few facts and figures
backed by a trusted source of information, which convey details about the topic
and its related areas.
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Courses
6%
Seminars
9%
Webinars
26%
MP3
11%
Conferences
9%
Podcast
7%
CD/DVD
10%
Articles
7%
Newsletters
7%
ebooks/books
8%
Figure 8: A Pie Chart showing product portfolio of the players in US Nonprofit market.
The pie chart above shows the product portfolio of the players in US nonprofit market. There
are variety of products which TCI as a service provider doesnt use, like podcasts, courses,
hard books (only provided for few verticals), live seminars and live conferences which in
total hold 37% of the market.
Number of webinars offered in a particular price range by the total number of competitors
analyzed in the project:
20
18
16
14
12
10
8
6
4
2
0
Figure 9: A Bar Graph showing Total Number of webinars major competitors are offering in US Nonprofit market.
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The graph above shows total number of webinars major competitors are offering in US
nonprofit market. As analyzed from above, more number of webinars are offered in the price
range of $1-$100 i.e. 18 webinars are being offered in this price range.
We can also see that the complete price range for webinars offered goes till $1000 and above.
REASONS BEHIND HIGH PRICING OF THE WEBINARS:
Duration
Time duration is the total time given for a particular time period. A general time
duration followed is 60-90 minutes. The players charging high price may offer their
webinars for longer duration. The duration can be for 120 minutes to 5 hours.
Size of the Panel

Number of speakers in the panel can also be one of the reasons for charging high
prices. As the number of speakers in a particular webinar increases, the cost of
delivering a webinar also increases for the company. As a result, the price rises and it
can also affect the profit margin of the company.
Type of Topic covered

Depending upon the agenda and number of topics covered, the prices are also set. For
instance, theres a new guideline pertaining to an act which has affected the working
of nonprofit organizations and also not complying to it can bring serious legal risks to
the organization; the company can take advantage of the changes and can provide it
service on a higher price.
Number of Topics Covered

If an agenda of a webinar is covering more number of topics in a particular webinar,
the company can charge higher price for it.
Continuous Legal Education

As discusses in Product, it is a professional education for lawyers that takes place
after their initial admission to the bar. In many states in the United States, CLE
participation is required of attorneys to maintain their license to practice law.
The players providing CLE credits to its customers can also set higher prices for their
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service. As analyzed 15 out of 25 competitors are providing CLE credits to its

customers.
3.2.2 Broad Category

Following are the broad categories of topics which were researched for the new market:
i.
COMPLIANCE:
This category mainly contains the rules, regulations, litigation, compliance and law related
issues that are present in the US Nonprofit sector. For example: IRS Requirement to be tax
exempt organizations, living with the Uniform Prudent Management of Institutional Funds
Act. Target audience for this sub-sector would consist of attorneys, attorneys, counsellors,
board members, executive directors, managers and ministers.
Major Competitors for the subsector are:
1. Lorman
2. ECFA
3. Lawline
4. Ali-Cle
5. Nonprofitwebadvisor
The analysis of this sub-sector is given below:
No. Of Webinars
9%
15%
40%
Lorman
Ecfa
Lawline
Ali-cle
17%
Nonprofitwebadvisor
19%
Figure 10: Pie Chart showing number of webinars offered by top 5 competitors in compliance category.
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The pie chart above shows the total number of webinars/audio conferences in compliance
issues subsector that have been conducted by the top 5 competitors till date. Its very clear
from the analysis that LORMAN holds the maximum market share (40%) in this subsector.
PRICING:
COMPETITORS
PRICING
LORMAN
$199 (60-100 minutes)
ECFA
$0-$29 (60 minutes)
LAWLINE
$59 (90 minutes)
ALI-CLE
$199-$899 (90-120 minutes)
NONPROFITWEBADVISOR
$299 (90 minutes)
Table 2: A table showing the pricing strategy of top 5 competitors with their time duration in compliance category.
The above table shows the pricing range set by top 5 competitors in the particular subsector.
It starts from $0 and goes till $899.
Ali Cle is one of the competitors who are offering on the highest price and ECFA at the
lowest i.e. for free to $29.
No. Of Webinars
40
35
30
25
20
15
No. Of Webinars
10
5
0
0-200
200-400
400-600
600-800
800-1000
Price Range in Dollars
Figure 11: A bar Graph showing the number of webinars falling under particular price range.
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From the above graph we can analyze that most number of webinars lie between
$0-$200.Hence, the company should concentrate and keep the prices of its webinar within the
given brackets.
FINANCE:
ii.
This category mainly contains the financial aspect of the US Nonprofit sectors like raising
finance, investments, attracting Donors, treatment of income and unrelated business income,
auditing and preparation of financial statements, donor management and grant management.
Since Charities cover 67%* of US nonprofit sector, finance management becomes very
important. Target audience for this sub-sector would consist of grant managers, accountants,
auditors, fundraisers, executive directors, Board members, program directors, CEOs and
donors.
The main competitors of the subsector are:
1. Philanthropy
2. Lorman
3. Ali-Cle
5. ECFA
The analysis is given below:
14%
No. Of Webinars
41%
14%
Philanthropy
Lorman
Ali-cle
Nonprofitwebadvisor
14%
Ecfa
16%
Figure 12: A Pie Chart showing number of webinars offered by top 5 competitors in finance category.
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The pie chart above shows the total number of webinars/audio conferences in finance
subsector that have been conducted by the top 5 competitors till date. Its very clear from the
analysis that PHILANTHROPY holds the maximum market share (41%) in this subsector.
PRICING:
COMPETITORS
PRICING
PHILANTHROPY
$96 (60 minutes)
LORMAN
$199 (60-100 minutes)
ALI-CLE
$199-$899 (90-120 minutes)
NONPROFITWEBADVISOR
$299 (90 minutes)
ECFA
$0-$29 (60 minutes)
No. Of Webinars
40
35
30
25
20
15
No. Of Webinars
10
5
0
0-200
200-400
400-600
600-800 800-1000
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given brackets.
iii.
HUMAN RESOURCE MANAGEMENT

This category mainly contains the management of human resource or in other words
management of people involved in the organization of the US Nonprofit sectors like
Compensation planning, volunteer management, staff screening and recruitment of
directors. Also, there are laws and regulations related to employee benefit plans like
Executive Compensation Act which focuses on payrolls and benefits an executive of a
nonprofit should get.
Since US nonprofit sector employees 12 million people till 2013 and pays 9.2% of
total wages and salaries paid in the country. Thus, HR becomes an important
dimension to focus on. Target audience for this sub-sector would consist of HR
Managers attorneys, employers, leaders, managers, trainers, supervisors, counsel,
volunteers, volunteer coordinators, clergies, Church ministers and pastors.

2. Lorman
3. Ecfa
4. Ali-cle
5. Lawline
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No. Of Webinars
10%
5%
38%
Nonprofitwebadvisor
Lorman
24%
Ecfa
Ali-Cle
Lawline
24%
analysis that NONPROFITWEBADVISOR holds the maximum market share (38%) in this
subsector.
PRICING:
COMPETITORS
PRICING
NONPROFITWEBADVISOR
$299 (90 minutes)
LORMAN
$199 (60-100 minutes)
ECFA
$0- $29 (60 minutes)
ALI-CLE
$199-$899 (90-120 minutes)
LAWLINE
$59 (90 minutes)
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No. Of Webinars
12
10
8
6
No. Of Webinars
4
2
0
0-200
200-400
400-600
600-800 800-1000
given brackets.
iv.
MANAGEMENT AND OPERATIONS

This category mainly focuses on day to day activities one has to take care of while
running a nonprofit organization in the US. Also, It also looks upon role of
management in smooth functioning of the organization. It covers topics like risk
management, Key Issues in Non-Profit Incorporations and Tax Exemption
Applications Nonprofit Tax Guidance on Lobbying and Political Campaign Activities
of 501(c)(3) Organizations and so on. Target audience for this sub-sector would
consist of managers, trainers, volunteer coordinator, executives, planners, HR
managers, chief development officers, church leaders, board members, attorneys,
developers and church ministers.

2. Lorman
3. Ecfa
4. Nonprofitrisks
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5. Ali-cle
No. Of Webinars
16%
24%
Nonprofitwebadvisor
18%
Lorman
Ecfa
22%
Nonprofitrisks
Ali-cle
20%
analysis that NONPROFITWEBADVISOR holds the maximum market share (24%) in this
subsector.
PRICING:
COMPETITORS
PRICING
NONPROFITWEBADVISOR
$299 (90 minutes)
LORMAN
$199 (60-100 minutes)
ECFA
$0-$29 (60 minutes)
NONPROFITRISKS
$59 (60 minutes)
ALI-CLE
$199-$899 (90-120 minutes)
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No. Of Webinars
30
25
20
15
No. Of Webinars
10
5
0
0-200
200-400 400-600 600-800 800-1000

given brackets.
3.3 MARKETING TOOL ANALYSIS

Web traffic is measured to see the popularity of web sites and individual pages or sections
within a site. A page view is generated when a visitor requests any page within the web site
a visitor will always generate at least one page view (the main page) but could generate many
more. Tracking applications external to the web site can record traffic by inserting a small
piece of HTML code in every page of the web site.
The following types of information are often collated when monitoring web traffic:
The number of visitors

The average number of page views per visitor a high number would indicate that the
average visitors go deep inside the site, possibly because they like it or find it useful.
Average visit duration

The total length of a user's visit. As a rule the more time they spend the more they're
interested in your company and are more prone to contact.
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Average page duration

How long a page is viewed for. The more pages viewed, the better it is for your
company.
Busy times
The most popular viewing time of the site would show when would be the best time to
do promotional campaigns and when would be the most ideal to perform
maintenance.
Most requested pages the most popular pages.
Most requested entry pages

the entry page is the first page viewed by a visitor and shows which are the pages
most attracting visitors
Most requested exit pages

the most requested exit pages could help find bad pages, broken links or the exit pages
may have a popular external link
Top paths
A path is the sequence of pages viewed by visitors from entry to exit, with the top
paths identifying the way most customers go through the site
Referrers
The host can track the (apparent) source of the links and determine which sites are
generating the most traffic for a particular page.
Analysis of total visits on the website by the potential customer
This section covers the analysis on visits on the website. There are many ways web user can
know about different websites. The following are the one covered in the analysis:
Direct Visits:
Direct visits refer to those visits to the website when a web user directly enters the address of
a website and visits it.
In case of TCIs business, one has to type audiosolutionz.com to visit the website and access
it accordingly.
Via Emails:
These visits are those visits which are prompted by the emails sent
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Email is still a very effective way to engage with leads in your database. As marketers, its
important to constantly be building an email opt-in list of individuals who anticipate your
communication.
To effectively build your database, educate your audience on industry trends, best practices
and new technologies. Additionally, use email marketing to distribute your cornerstone
content to the appropriate contacts in your directory.
Organic Search:
Organic search results are listings on search engine results pages that appear because
of their relevance to the search terms, as opposed to their being advertisements. In
contrast, non-organic search results may include pay per click advertising.
Referral:
It uses digital marketing as a platform, is the internet based approach to traditional
referral marketing. By tracking customer behavior online through the use of web
browser cookies and similar technology, online referral marketing can potentially
provide a higher degree of accountability than offline models.
Social:
When social media is involved in promoting a companys product or service.
Facebook, Twitter has pages and paid ads that are flashed on any side of the window.
Thus, a hyperlink is cleared on the ad, if a customer is attracted, he/ she clicks on the
link which is directly connected to the main site of the company.
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3.3.1 Analysis for website: www.audiosolutionz.com, from 9th March 2014 to 8th
April 2014 (1 month)
i.
Total Visits
Organic
Search
3%
Direct
13%
Referral Social
2%
0%
VISITS
Email
82%
Figure 18: A Pie Chart showing the total number of visits on website of audiosolutionz by online users.
The above pie-chart shows the number of visits on website by online users for one month,
from 5 different sources along with their respective percentages. Therefore, we can interpret
that major source of bringing users to the website is E-mail-marketing with 82% of users.
ii.
New Visitors for the Month
Source
%age of new visits
E-Mail
80.44%
Direct
82.95%
Organic Search
77.23%
Referral
81.82%
Social
72.22%
Table 6: A table showing different source through which users visits the website of audiosolutionz.
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The above table shows different sources through which the users visit, and the percentage of
new visits out of the total number of visits on the website. Although the new visits might be
from existing users through different sources, most of them can be treated as new visitors
altogether. Therefore, we can interpret that Direct and Referral sources are better for getting
new visits.
iii.
Bounce Rate:
Source
%age of bounce
E-Mail
82.54%
Direct
71.98%
Organic Search
60.20%
Referral
71.72%
Social
68.52%
Table 7: A table showing the total percentage of bounce rate for website of Audiosolutionz
From the table given above, we can see the total percentage of bounce rate for
Audiosolutionz, which is the percentage of single-page sessions (i.e. sessions in which the
person left your site from the entrance page without interacting with the page).
There are a number of factors that contribute to your bounce rate. For example, users might
leave your site from the entrance page if there are site design or usability issues.
Alternatively, users might also leave the site after viewing a single page if they've found the
information they need on that one page, and had no need or interest in going to other pages.
Therefore, we can interpret that E-mails have the highest percentage of bounce rate whereas
Organic Search source has the lowest bounce rate, which is good for the company.
iv.
Pages and Average Time Spent Per Visit:
Source
Pages per visit
Avg. time spent (in mins)
E-Mail
1.61
00:01:07
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Direct
1.95
00:01:42
Organic Search
3.07
00:02:21
Referral
2.07
00:01:27
Social
1.89
00:01:33
Table 8: A table showing the number of pages a user visits on website of audiosolutionz along with average time spent
on website. (in minutes)
The table above shows the number of pages a user visits on Audiosolutionzs website visiting
through different sources, along with the average time spend on website (in minutes). Hence,
we can interpret that Organic Search performs better than the other sources in terms of
visitors opening more pages on the website as well as spending more time on the websites,
followed by Referral source.
v.
New visitors (overall)
New Visits
Social
Referral
Organic Search
New Visits
Direct
Email
0
2,000
4,000
6,000
8,000 10,000 12,000 14,000
Figure 21: A Bar graph showing the total number of new visits on the Audiosolutionz website for one month.
The bar graph above shows the total number of new visits on the Audiosolutionz website for
one month. Therefore, we can interpret that most number of new visits are
currently brought in by E-Mail marketing.
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vi.
Daily Visits:
Visits
No. of visits
1200
1000
800
600
400
Visits
200
0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31
Days
Figure 22: A Line Graph showing total number of web users that visit the website on daily basis.
The graph above shows total number of web users that visit the website on daily basis. As
clear from the graph, there is no consistency in the visits. The range lies between 29- 1123
visits in a month.
3.4
Porters Five Forces Model
Availability
of
substitutes
: Low
Supplier
Power :
Low
Competitve
Rivalry :
High
Buyer
Power :
High
Threat of
new
entrants :
Medium
Figure 18: Porters Five Force Model
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Buyer Power
The buying power is quite high as they have multiple companies across different price points,
hence giving them a wide variety to choose from.
Supplier Power
The supplier power is low because of the availability of large number of suppliers in the
market.
Competitive Rivalry
Presence of large number of players in the market leads to high rivalry.
Threat of new entrant
For any new company, it is difficult to build and establish a new brand. However, companies
providing webinars for free or at much lower price is an issue of concern.
Availability of substitutes
The threat of substitutes in nonprofit sectors which provide online solutions is low. The
substitutes available are handbooks, live seminars and conferences and MP3 recordings.
PROJECT IMPLEMENTATION
Size and Scope*

There are 1,409,430 tax-exempt organizations, including
948,769 public charities
96,655 private foundations
364,006 other types of nonprofit organizations, including chambers of

commerce, fraternal organizations and civic leagues.
The nonprofits have accounted for 9.2% of all wages and salaries paid in the United
States.
Nonprofit Share of GDP was 5.5%.
The public charities have reported over $1.59 trillion in total revenues and $1.49
trillion in total expenses. Of the revenue:
22% came from contributions, gifts and government grants.
* The data has been taken from NCCS ( National Centre for Charitable Statistics) - http://nccs.urban.org/
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72% came from program service revenues, which include government fees and
contracts.
6% came from "other" sources including dues, rental income, special event
income, and gains or losses from goods sold.
Public charities reported $2.87 trillion in total assets in 2011.
4.1 Product
After detailed discussions and meeting, the company has decided to launch nonprofit as one
of the verticals into the family of audiosolutionz. Moreover, the market research conducted
by me during a period of 3 months has helped the company to decide the keys areas in
company should conduct webinars/ audio conferences in order to gain maximum revenue.
The following are the key areas company can focus on:
Taxation
Compliance
Operations
Human Resource
Finance
Property
Legal Risks
International
Technology
Leadership
Management
Donor management
Following are the topics that have been suggested to the company which would attract the
maximum target audience and also would help the company to hold its position in the new
market:
Category
Suggested Topic
Compliance
New Form 990: Major Changes
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Legal Risks
Top Ten Pitfalls of Non-Profit Law
Finance
Treatment of Unrelated business income
Finance
How to Position Your Nonprofit for a

Government Grant or Contract: Essential
Steps for Finding, Applying for, and
Administering a Government Grant or
Contract
Operation
Tax Exempt organization from start to finish
Table 6: A table showing the topics that have been suggested to the company for potential webinar opportunities.
The company is pooling resources to give ahead start to the vertical. A special team
of marketers have been made to generate leads on speakers, promoting the vertical through
promotions and catching the target segment. As one can see, company has already put an ad
banner asking potential speakers to join their panel for religious institutions/trust which is a
part US nonprofit sector. The company has also planned to bring its first webinar in this
sector in late month of June.
4.2
PRICE
As Nonprofits is going to become a new member in the family of audiosolutionz the pricing
strategy that company has decided to follow is the competitive based pricing strategy. As all
the Conferences for various new entrants have been priced for $199, the company plans to
launch its first conference on non profits for $199. Being a new entrant in this sector, TCI
have priced the audio conferences lesser than the major player, Nonprofit web adviser, which
offers live audio conferences at $299.Hence the company has decided to follow competitive
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based pricing. Since TCI is entering into new markets, pricing their conferences at a lower
price initially is a good option. Once some conferences have taken place, and the market
trends are understood, depending upon the customer response, can think of increasing the
prices.
4.3
PLACE
The new markets have been introduced by the AudioSolutionz, which is also a brand of TCI,
in addition to Super Coder and AudioEducator.
The company is already working on the web page that will be the face of the vertical for our
target audience.
4.4 PROMOTION
Direct Marketing is the promotion strategy employed by TCI for the online promotion of
these new markets. E-mail marketing which includes both generalized as well as personalized
mails, is the main promotional tool being used, in addition to telemarketing as well.
Information regarding the conferences is being mailed via the e-mail, in addition to the direct
mail marketing, where the information regarding the conferences in the form of fliers or
mailers, is sent via postal mail. Information about the conferences in the form of
advertisements is published in the newsletters by Super Coder.
The image below is a sample flyer a live conference which is used in email campaigning.
As researched, tie up marketing can be one of the marketing promotions that can be adopted.
Tie up marketing refers to the integrated marketing between two or more organizations
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promoting same service/ product. TCI can act as sponsors for international conferences which
will bring its brand name into minds of the customers and thus benefit the company.
Page 77
4.5 PEOPLE
Subject matter experts will come on board to deliver effective webinars on US
nonprofit sectors.
4.6 PHYSICAL EVIDENCE

The Company provides study material, CDs, DVDs while offering its service. Since the
vertical is new for the company, it will stick to study material as only physical evidence
to its audience. Once the vertical gains expected growth, company can think on
providing other forms of physical evidences.
4.7 PROCESS
The first step is market research of the sector. The primary objective is to search the
market opportunities in the market. Once this research comes out to be positive the
process moves to finding experts, contacting them and on boarding the experts to
present the conferences on the day scheduled.
4.8 Findings and Analysis

Have gathered a list of 600+ speakers including the names of those who are in
competitors panels
Have gathered a list of 400 topics which will help company to decide on future
potential webinars.
Collected the names of 200 law firms which cater their services for Nonprofit sector
including the names of attorneys with their contact details
Also, have looked into international and US conferences on Nonprofit organizations,
thus, able to collect the list of 150 attendees.
Collected updates on laws and regulations pertaining to US Nonprofit sector.
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4.9 Sector Analysis

Pros of the sector:
Regulated market by the government which gives the company high opportunity to
offer large number of webinars.
Huge market size:

There are 1,409,430 tax-exempt organizations, including
948,769 public charities
96,655 private foundations
364,006 other types of nonprofit organizations, including chambers of commerce,

fraternal organizations and civic leagues.
Nonprofit Share of GDP was 5.5%.
Huge cash flow from large corporate which leads to highly lucrative market. Thus,
attracts the company to focus on those corporate as their target audience.
Advantage over competitors in terms of subject as many players in market are not
focusing an all the categories of Nonprofit sector, rather they are offering on one
particular category. Thus, TCI can be one to provide whole umbrella of nonprofit
sector covering all the aspects.
There are different categories to be focused under this market. As discussed above,
there are 12 categories that have been suggested which company can focus on giving
their audience an array of variety.
Variety of target audience is available. Since most of the population is engaged in
volunteering and donating, company has vast target segment to focus on.
50% of nonprofits in US face legal risk. Thus, by providing legal education on key
pain areas can fetch more business to the company.
Subject Matter Experts are easily available in the market.
Cons of the sector:

The need for legal training is not very high in comparison to other sectors.
Lacks of insights due to competitors profiles are not easily visible through internet.
Low priced webinars are available for the sector which reduces the opportunities for
the company.
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Detailed information about the sector is not available which narrows the
understanding about the sector.
Paying capacity is very low as nonprofits do not have money to pay for high priced
webinars.
Few topics are sensitive in nature which may attract criticism which may adversely
affect the brand name of the company.
Webinars are for free 8 OUT OF 25 competitors provide webinars for free which
reduces the potential market share of the company.
Abundance of information is available for free which sets less market demands for the
business solutions providers.
4.10 PESTEL Analysis

Following are the factors that have been observed which can affect the company in
US nonprofit market:
Economical Factors:
US government provide with heavy grants to run the sector. There is heavy amount
which is spent by the US government especially on the organizations that supports
disaster prone or the social cause. If the economy of the country goes down, the
expenditure done on the sector also reduces.
For the company, the size of the target segment will change if there are any changes
in the economy.
Technological Factors:
As already mentioned company is into providing online business solutions through
webinars and audio conferences, any change in the technology related to online
service and search engine optimization will definitely affect the company as a whole.
Legal Factors:
US government is very strict about privacy of the customers which has to be
maintained by every business in the market. Thus, any change in the legal policies of
the government regarding online service market will do change the regular course of
action of the company.
Page 80
Recommendations
Company can offer a variety of webinars under one umbrella for US nonprofit sector.
The focus should be on Nonprofit sector, mainly public charities, as charities hold
67.2% of total nonprofit whereas religious institutions hold only 7%.
Company should focus on compliance, taxation, finance and human resource as key
areas.
To gain its position in the market, company should opt for penetration pricing
strategy. And, once it gets the hold of the market and understands customer
preferences completely, it can shift to competitive based pricing strategy.
With direct mail marketing, company should also focus on tie up marketing, which
will help in increasing brand awareness.
For target audience, company can focus on large corporate as its audience because
corporate are highly involves social activities and they have heavy pockets to pay for
the webinars.
With the changing market scenario, new trends in the market and changing customer
needs, it is very important for the company to remain updated with the marketplace, in
terms of the topics to be selected for the conferences and new areas to focus on.
According to the research 13 out of 20 players in the market are providing CLE i.e.
continuous legal education, which also gives an advantage to price their webinars
high. Thus, TCI can also get accredited by the bar association, in order to attract more
customers.
Social Media Marketing Since most of the competitors in the sector, are not using
much of social media marketing for the online promotion, it would be advantageous
for AudioSoultionz if they kick start the social media marketing.
Other promotional tools like Affiliate marketing; most importantly Pay per click
could be used by the company, which would insure more traffic to the website.
In the future, the company can go on and introduce new subsectors which would be
beneficial for them in the long run.
Page 81
Attachments
On Page SEO Keywords and Meta descriptions used by the competitors

http://www.irs.gov/
META TITLE Internal Revenue Service
META DESCRIPTION Learn about the latest rules and regulations, guidelines, acts and
updates.
META KEYWORDS free file for state taxes, free state and federal tax return, free online
tax filing services, electronic filing form 4868, income tax filing free,
http://www.lorman.com/
META TITLE Lorman | 27 years of establishment | Working with top 350 legal firms and
top 100 CPA firms| CLE Webinars and publications.
META DESCRIPTION - Since 1987, our continuing education seminars, live webinars and
training materials have been serving the business professional.
KEYWORDS - law continuing education, 1099 2013 form, form 1099 requirements, taxes
form 1099, cle legal education, non profit laws, electronic 1099 form.
http://philanthropy.com/section/Home/172
META TITLE The Chronicle of Philanthropy- Connecting the nonprofit world with news,
jobs, and ideas
META DESCRIPTION - Chronicle of Philanthropy is the No. 1 news source, in print and
online, for nonprofit leaders, fund raisers, grant makers, and other people involved in the
philanthropic enterprise. The Chronicle provides news and information for executives of taxexempt organizations in health, education, religion, the arts, social services, and other fields,
as well as fund raisers, professional employees of foundations, institutional investors,
corporate grant makers, and charity donors.
Page 82
META KEYWORDS - ngo job, non profit association, fundraising software, non profit
websites, philanthropists of the world, fund raising, international non profit organizations
http://www.nonprofitwebadvisor.com/
META TITLE NonprofitWebAdvisor
META DESCRIPTION - Daily information posts about issues and innovations in nonprofit
management and other freely available content, offers the opportunity to benefit firsthand
from the experiences of experts in nonprofit administration, technology, research and law.
META KEYWORDS non profit organization list, calculate tax, 501 c 3, non profit
organizations, not for profit organization, non profit websites, charitable organizations, non
profit association, grants for non profit organizations, non profit charity, international non
profit organizations, charity organizations, 501 c 3 status, irs forms, information on non profit
organizations, form 1023.
http://alicle.org/index.cfm?fuseaction=courses.search&deliverytypeid=webcast_
masterid
META TITLE ALI CLE: Continuing Legal Education Seminars in Multiple Formats
META DESCRIPTION ALI CLE Delivers High-Quality Continuing Legal Education
(CLE) in Many Formats Including Live Events, Online CLE, MP3 Audio Files, Books &
Publications. MCLE Accredited Nationally.
META KEYWORDS continuing education legal, legal continuing education seminars,
charitable lead annuity trusts, online cle courses, cle for attorneys, charitable trust tax,
benefits of a merger.
http://nccs.urban.org/
META TITLE - National Center for Charitable Statistics New
META DESCRIPTION - The National Center for Charitable Statistics (NCCS) is the
national repository of data on the nonprofit sector in the United States. Its mission is to
develop and disseminate high quality data on nonprofit organizations and their activities for
Page 83
use in research on the relationships between the nonprofit sector, government, the
commercial sector, and the broader civil society.
META KEYWORDS information on non profit organizations, examples of non profit
organizations, non profit organizations websites, types of non profit organizations, charities,
nonprofit organization, non profit org, starting a non profit, national charitable statistics.
http://www.nbi-sems.com/
META TITLE Continuing Legal Education| National Business Institute

META DESCRIPTION A trusted provider of continuing legal education and training
since 1983, NBI is dedicated to providing you with practical, skill-based CLE seminars and
online CLE courses that you can apply to your daily work. From national webcasts to inperson seminars held in your state, we offer the full gamut of training formats so you can get
your continuing legal education in whatever way you prefer.
META KEYWORDS continuing legal education courses, legal cle.
www.lawline.com
META TITLE CLE, MCLE, Online CLE Credits - Broadcasting Continuing Legal
Education - Lawline.com
META DESCRIPTION Online CLE MCLE for Attorneys.Continuing Legal Education
(CLE) that is accredited for new york cle, virginia cle, california cle, texas cle, florida cle,
tennessee cle, west virginia cle, oregon cle, colorado cle, illinois cle, georgia cle, arizona cle,
kentucky cle, nevada cle, utah cle, washington cle.
META KEYWORDS continuing law education, free online cle, online attorneys, cle legal,
online mcle.
Page 84
References
I.
References From Print Materials
Kotler, P., Armstrong, G., Agnihotri, P.Y., Haque, E., 14e edition,
Principles of Marketing: A South Asian Perspective.
II.
i.
ii.
References From Online Sources
http://ali-cle.org/ (American Law Institute, CLE, 18 March, 2014)

http://www.eliresearch.in/ (Companys website, 26th February, 2014)
iii.
http://www.audioeducator.com/(Companys website, 24th February, 2014)
iv.
http://www.eliglobal.com/ (Companys website, 20th February,2014)
v.
vi.
vii.
viii.
ix.
x.
xi.
xii.
http://www.audiosolutionz.com (Companys website, 24th February, 2014)

http://www.irs.gov/ ( Federal Government website, 20th February, 2014)
http://www.pewforum.org/ (Religious and public Life, 3rd March,14)
http://en.wikipedia.org
www.nonprofitrisk.org (Competitors website, 2nd April,2014)
www.lawline.com (Competitors website, 18 April, 2014)
www.americanbar.org (American Bar Association, 28th March,2014)
www.nbi-sems.com ( Competitors website, 13 March,2014)
xiii.
www.philanthropy.com (Competitors website, 10th April, 2014)
xiv.
www.lorman.com (Competitors website, 6th March,2014)
xv.
xvi.
xvii.
xviii.
http://nccs.urban.org/index.cfm (Public surveys, facts and figures, 4th March, 2014)

http://www.councilofnonprofits.org/ (Counselor, 19 April, 2014)
http://www.nbi-sems.com/ (Competitor, 21st April, 2014)
http://www.pcblawfirm.com/ ( Paule, Camazine and Blumenthal, P.C. , 10th May,
2014)
xix.
http://bestlawfirms.usnews.com/search.aspx?practice_area_id=133&page=3
(Bestlawfirms,11th May, 2014)
xx.
http://www.nycbar.org/index.php (New York, City Bar, 11th May, 2014)
Search Engines Google, Yahoo, Bing, MSN, AOL
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Khushboo Chandak - Final SIP Report-Eli Research - Faridabad

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A REPORT

STUDY OF MARKET OPPORTUNITIES FOR NONPROFIT

SIP/Eli Research India (P) Ltd/13BSPHH010272

STUDY OF MARKET OPPURTUNITIES FOR NONPROFIT

A Report submitted in partial fulfillment of the requirement of

Mr. Jayanta Kumar Mohanty

Eli Research India (P) Ltd., Faridabad

Eli Research India (P) Ltd., Faridabad

SIP/Eli Research India (P) Ltd/13BSPHH010272

Mr. Jayanta Kumar Mohanty

Eli Research, India

SIP/Eli Research India (P) Ltd/13BSPHH010272

SIP/Eli Research India (P) Ltd/13BSPHH010272

About the Company

About Eli Global

Companies under Eli

The Coding Institute

PROJECT SPECIFIC ANALYSIS

Understanding The 7 Ps of Service Marketing

Product Portfolio for US Nonprofit Market

SIP/Eli Research India (P) Ltd/13BSPHH010272

Human Resource Management

Management and Operations

Marketing Tool Analysis

Analysis of Total Visits on website by potential customers

New Visitors for the month

Pages and average time spent per visit

Porters Five Force Model

Findings and Analysis

Sector Analysis (Pros and Cons)

SIP/Eli Research India (P) Ltd/13BSPHH010272

SIP/Eli Research India (P) Ltd/13BSPHH010272

TABLE 2: A TABLE SHOWING THE PRICING STRATEGY OF TOP 5 COMPETITORS

TABLE 3: A TABLE SHOWING THE PRICING STRATEGY OF TOP 5 COMPETITORS

TABLE 4: A TABLE SHOWING THE PRICING STRATEGY OF TOP 5 COMPETITORS

TABLE 5: A TABLE SHOWING THE PRICING STRATEGY OF TOP 5 COMPETITORS

TABLE 6: A TABLE SHOWING THE TOPICS THAT HAVE BEEN SUGGESTED TO

SIP/Eli Research India (P) Ltd/13BSPHH010272

SIP/Eli Research India (P) Ltd/13BSPHH010272

2.1 Purpose of the Study

SIP/Eli Research India (P) Ltd/13BSPHH010272

Lack of market insights

Speaker related challenges

SIP/Eli Research India (P) Ltd/13BSPHH010272

Speaker Search and Conversion

else. It is a technique used when performing marketing research. It is a useful method as it

Figure 1: Understanding the methodology of the project.

SIP/Eli Research India (P) Ltd/13BSPHH010272

2.5 About the Company

SIP/Eli Research India (P) Ltd/13BSPHH010272

2.5.2 Companies under Eli include:

ELI RESEARCH GLOBAL

SIP/Eli Research India (P) Ltd/13BSPHH010272

The Coding Institute

Extended Business Office

Credit Management Company

SIP/Eli Research India (P) Ltd/13BSPHH010272

SIP/Eli Research India (P) Ltd/13BSPHH010272

2.5.3 THE CODING INSTITUTE

Figure 3: Explaining the Coding Institute

TCIs Training in Healthcare

Medical Coding Newsletters

Medical Coding Books