Introduction
Roth & Calder Telemarketing Professionals, Inc. has the mission to provide telemarketing services and create telemarketing advertisements campaigns for our clients in Cawleweton. Long-term goals include becoming THE preferred East Coast telemarketing company for business-to-business. Our company isn’t interested in producing a service only for our clients. We believe in building a relationship with them over time so that their message reaches the right people at a suitable moment. This allows for effective communication between their market and their company.
The Company
Roth & Calder LLC will be a limited partnership with limited liability that is registered in Delaware for tax purposes. Thomas Roth, a former General Foods marketing executive, is the founder. Roth has assembled a team of highly respected marketing, development and telecomm specialists, who together have over 25 years’ experience in this sector.
The company does not plan to become public and has only limited private investors. The main office of the company is located in Cawleweton. The facility includes conference rooms and offices. The company expects to begin offering its services in January of Year 1.
Initial clients for the company will be all companies located in the Cawleweton region. We are able to service small and large businesses and offer virtually all consultation services via telephone communication with clients.
The Services
In order to create the maximum effect for our clients, we provide a comprehensive program for them that may include some of the following services:
- Identification of Program Objectives and Expectations
- Creation of custom-made lists of leads
- Market research
- Consulting and training for telemarketing personnel
- Script writing for programs
- Follow-up programs created for calls that were successful
This is only a sample of our services. Every project is different and each one is tailored to the client.
The Market
The telemarketing sector is growing at the moment with companies experiencing an average annual growth of 6.5% to 8.8%. Businesses are becoming more aware that they need market information and want to decrease customer turnover rates in an economy that is struggling. R&C sees a cyclical pattern in the industry’s long-term growth rates. They don’t anticipate this high rate of growth to continue.
Telemarketing is a fragmented industry with many companies offering varying market shares, size, scope and services. Many companies are general agencies that provide telemarketing and other consulting services. Many companies don’t realize the potential benefits that outsourcing can bring and instead choose to build their own telemarketing service.
R&C believes the biggest threat to the market is new entrants who see a growth opportunity in an ‘#8220’ high-growth industry. Existing advertising agencies that want to integrate horizontally and enter new markets will be the most likely entrants. New entrants face the disadvantage of having to switch partners when contracting with telemarketing agencies. R&C also understands that this industry has a steep learning curve, which results in declining unit costs as the firm accumulates more experience with long-term clients.
Rivalry among different telemarketing agencies as stated before is quite intense. Telemarketing is a mature industry with steady growth over the long-term. The largest agencies are often mutually dependent in their jockeying for market share and position. This industry is competitive because of the many telemarketing agencies that are not necessarily ‘general’ or generic.
Buyers will use this as a way to infuse price control and competition in the industry by using the threat that clients might integrate backwards. R&CՉ۪s management should always keep this in mind as they offer services or set prices.
Financial ConsiderationsStart-up assets required include expenses and cash needed to support operations until revenues reach an acceptable level. Most of the company’s liabilities will come from outside private investors and management investment, however, we have obtained current borrowing from Bank of America Commercial Investments, the principal to be paid off in three years. A long-term loan through VieilArgent Bank of Richburb will be paid off in ten years.
1.1 Objectives
The three-year goals for Roth & Calder Telemarketing Professionals, Inc., are as follows.
- Breakeven in year two
- Establish a regional (East Coast), operation area within five years. A national presence is possible within 10 years.
- For long-term relationships to be established with clients, and to build a sustainable reputation, ensure that our customer satisfaction rate is at least 95%
1.2 Mission
Roth & Calder Telemarketing Professionals, Inc. has as its mission to provide comprehensive telemarketing consultancy and the creation of telemarketing campaigns for clients in the Cawleweton area. Our long-term goal is to be THE best telemarketing agency serving the East Coast. Our company isn’t interested in producing a service only for our clients. We believe in building a relationship with our clients over time so that the message is delivered to the right people at a suitable moment. This allows us to communicate effectively with their market.
R&C is a strictly business to-business company that provides solutions for companies who would like to communicate with customers via the telephone. This could be advertising, surveys or invitations to seminar and conference invites. R&C brings together 25 years of combined experience in helping companies deliver effective and professional telemarketing strategies.
Success Keys 1.3
R&CՉ۪s keys to long-term profitability and survivability are these:
- Differentiate the services we offer so clients feel that we are better suited to their needs than an in-house telemarketing company or generic competitor.
- Maintaining close contact with clients to build repeat business and a solid reputation.
- Our clients receive a complete service experience that includes consultation, analysis and targeting of telemarketing campaigns goals and markets, as well as the creation of customized advertising campaigns and streamlined processes based on their needs, expectations, implementation and follow-up analysis.
