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Direct-to-subscriber Marketing & Advertising
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Once you acquire a paying subscriber base and follow that up with an Authorized Representative program, you are ready to reinforce your brand awareness within your market area. Another great thing about the Authorized Representative program is that you now have a network of companies that are most likely advertising to their existing customers. You can create a co-op advertising program and not only send to your existing subscribers, you can also send to new potential subscribers through your Authorized Representative. Each of your Authorized Representatives is incented to sell your services (through a compensation program) and is willing to pay for promoting your brand of Internet services.
According to One Straight Line - A marketing and advertising agency out of the Silicon Valley California, many ISPs take the "spray and pray approach" to advertising. When it comes to marketing and advertising, everything should be tested and measured for performance in order to produce the highest ROI. It is imperative to partner with a marketing & advertising agency that can successfully manage the marketing aspects of your business.
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What are some of the things to think about before starting?
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One of the things ISPs often mention is that they are too busy running their business, to grow it. If you're serious about business growth, you will want to acquire the proper tools you need to build a solid house.
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The next thing you'll want to do is establish someone (or multiple people) in, or from outside of your business who are going to be responsible to fund the business growth in exchange for an agreed upon ROI. It takes money to build a business whether you choose to grow slow or fast. In order to get buy-in from an investor (and bankers who loan your investor the majority of the business growth funds), you will be required by them to have a very specific business and marketing plan. This marketing plan will contain your growth goals and how much you plan to spend over a period of time to achieve your goals.
We can help you get a head start in preparing this and other documentation.
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Business & Marketing Plan*
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Authorized Representative Program*
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• Executive Summary
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• The Agreement
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• Our Services
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• A Monthly Statement Report
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• Market Analysis
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• Incentive Plan
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• Strategy, Growth & Marketing
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• Organization
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• Financials
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• Business & Marketing Plan Survey
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• Letter to our Investors
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• Business References
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* Business & Marketing Plan and Authorized Representative Program come as a suggested DRAFT and are available for purchase. Both documents will require input from you the business owner, your investors, lawyer and CPA for final approval. A preview of these documents can be seen with a signed Mutual Non-Disclosure Agreement.
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Select our consulting services by term length
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Once you get a green light from your investors to proceed, you're ready to select a Marketing & Business consulting term with Derek Enterprises. We will consult with you on a weekly basis and help position your ISP business to achieve the mutually agreed upon growth goals.
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Because there is a certain amount of overhead in helping you promote and grow your ISP business, our services are compensated by a monthly remuneration plus a percentage of the growth we help you achieve over a term you select. An initial deposit is required at the time an agreement is reached. Once you make your initial call to us and schedule a presentation, we will go over all of these numbers with you and how they can pencil in your favor.
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Select an ISP Business Broker
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We have several ISP Business Brokers who act similar to "real estate" agents on your behalf. They are experts at identifying ISPs that want to sell their assets. These brokers list ISPs for sale and help complete the transition. The buyer and/or the seller of the ISP business pay for the ISP Business Broker services.
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Select a wholesale ISP provider
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Once you have decided that you're in the ISP business to grow and market it (and not run operations), it will greatly benefit you to find ways to outsource different departments of your ISP. As we accelerate the growth of your business, you do not want to be burdened down with the increased weight of servicing the business growth we have achieved. A great way to do that is to outsource to a national wholesale ISP that can provide you the infrastructure you need, and can keep up with your growth projections by putting in place an accelerated growth plan.
There are many wholesale ISPs out there. It is important to choose one that 1) has a quote system, where you'll be able to project your estimated monthly (and annual) margin and calculate the return on your investment.
2) A wholesale ISP that provides a unique mechanism that streamlines the entire migration of subscribers to their servers. You don't want to be stuck with the overhead of running every business you buy, we have some recommended wholesale ISPs that offer a Fully Managed Internet Service where they run the entire back-end of your business so that you can concentrate on the growth of your business.
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Select a Marketing & Advertising Agency
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Outsourcing is one of the keys to this business model. When outsourcing to a marketing & advertising agency, I'd recommend choosing one who can personally meet with you and develop a one-year advertising plan that will be put in place and executed. Look for one that can take care of everything from developing the creative, to the execution and delivery of direct mail pieces, co-op advetising, opt-in email campaigns, initiate Google affiliates programs, SEO (Search Engine Optimazation), SEM (Search Engine Marketing), monthly site brand promotions (time-sensitive offers), door hangers, radio and television advertising to special promotions.
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