Reference no: EM132963429

BizOps Case Study:

The Scenario

Due to a high volume of requests from customers, we are planning to launch xyz company Bot ("BOT"), a new bot detection API. The bot detection product can be used as a standalone product, or in conjunction with xyz Pro ("PRO"), our user identification API.

Details on BOT:

• BOT works very similarly to PRO: customers install a Javascript snippet on their website on all pages where they want to detect bot traffic.
• For every page visit, a bot detection probability score between 0 and 1 is calculated, where 0 is a human and 1 is a bot.
• Customers can access the bot detection scores securely via the API or through webhooks. They can use this information to decide whether to require additional authentication from visitors with a high bot probability score.
• Customers using both BOT and PRO are able to associate bot detection scores with their corresponding visitorID. Customers using only BOT will not be able to associate API requests from the same visitor.
• The pricing is $30/month for 100,000 API calls (with a $30/month minimum price)
• As we try to keep things lean when launching a new product, a 10-day free trial will be available for prospects but Customer Success will need to set up the account for them.

We plan to do a coordinated marketing and sales campaign to a select group of current customers, churned accounts and prospects that we consider a good fit for BOT. We want to prioritize outreach as sales and customer success resources are limited, and want to get feedback from the most receptive audiences first before advertising more broadly.

We plan to reach out to selected customers in two ways:

• Marketing: send an email announcement, with the goal of enticing contacts to start a 10-day free trial of BOT. Contacts that sign up for a trial will be assisted by Customer Success to ensure they are onboarded successfully.
• Sales: reach out to our most promising prospects, customers and churned accounts (no more than 50) with customized emails and phone call follow-ups, with the goal of putting them through a more traditional sales process.

Questions
We have shared a link to a Google Sheet with a fake/randomized customer, prospect and churned accounts dataset. Make a copy of this dataset and use it to answer the following questions.

Provide written answers to the following questions in a Google Doc, with a link to your copy of the dataset.

1. Using the dataset (and any independent research on bot detection), prioritize which companies we should target with marketing outreach, and which we should target with sales outreach. Explain your prioritization approach - why are these companies the best fit for BOT? Show all your work in the Google Sheet.

2. If we could further enrich our dataset, what other criteria would you want to use to better prioritize outreach in Question 1?

3. Given our outreach strategy, build a simple model to estimate ARR from BOT sales to our target companies. Show all your work in the Google Sheet.

4. With the results from the model from Question 3, would you recommend changing our outreach strategy?

5. Write a short (less than 200 words) email announcement on BOT to send to companies we are targeting with our marketing campaign. The email should give readers enough context to understand what the product does, and why it is a good fit for their business.

6. Marketing and Sales need a way to pass companies interested in a free trial to Customer Success to create the account. Sales wants to input the requests on behalf of their contacts, while marketing wants contacts to be able to submit a trial request on their own. What would you suggest?

Attachment:- BizOps Case Study.rar