SMART CAPSTONE Final Report
Digitalics Innovation
(Empowerment of tradeshow badge scanner software toward the CRM)
Mentor:
Team Leader for Wk3:
Developing Team:
My Part: B2B key Market Driver analysis
: Target market evaluations
: Market Gap analysis
: Concept Testing
: Database structure for tradeshow
1
Get Weekly Client Approval on Completed Tasks:
| TASK ID | TASK LIST | ASSIGNED TO | ASSIGNMENT DATE | STATUS | COMMENTS | COMPLETION DATE |
| 1 | Market database structure research and requirement | 10/26/2021 | Completed | 10/26/2021 | ||
| 2 | Narrow down the target market industries based on the market research and availability | 10/26/2021 | Completed | 10/26/2021 | ||
| 3 | Identify the current state of the company | 10/26/2021 | Completed | 10/28/2021 | ||
| 4 | -Understand the project and clients' needs -Make the research about the tradeshows and industries | My Part | 10/26/2021 | Completed | 10/28/2021 | |
| 5 | Understand software features and requirements | 10/26/2021 | Completed | 10/28/2021 | ||
| 6 | Market database structure research and requirement | 10/26/2021 | Completed | 10/29/2021 |
Get Weekly Client Approval on Completed Tasks:
| TASK ID | TASK LIST | ASSIGNED TO | ASSIGNMENT DATE | STATUS | COMMENTS | COMPLETION DATE |
| 1 | B2B Market data collection quality and integrity evaluation | 11/03/2021 | In Progress | 11/16/2021 | ||
| 2 | Define market preference and target industry narrowing | My Part | 11/03/2021 | In Progress | 11/16/2021 | |
| 3 | Current company interview More competitors evaluation | 11/03/2021 | In Progress | 11/16/2021 | ||
| 4 | Primary Key drivers evaluation for first categories industry | My Part | 11/03/2021 | In Progress | 11/16/2021 | |
| 5 | Primary current software testing compares to the first categories’ technical advantages. Interview with company | 11/03/2021 | In Progress | 11/16/2021 |
(database structure for tradeshow)
Best practices in survey design
Avoid confusing questions
Use the correct question type
Know exactly what you want to accomplish with those questions
Avoid long questionnaires
Don’t ask leading questions/ Don’t express your opinion in the question
Example - “did you like our amazing new product”
Absolutes (yes/no) can hurt the quality of your responses
Example - “do you use this product” and the answer might be “sometimes”
Avoid double-barreled questions (when you ask for feedback on two separate things within a single question)
Example - “how would you rate the quality of our product and support?”
Keep answer choices balanced (example next slide)
Source: https://www.surveymonkey.com/mp/survey-guidelines/
(database structure for tradeshow)
Best practices in survey design
Keep answer choices balanced
Unbalanced example:
Very helpful
Helpful
Neither helpful nor unhelpful
Balanced example
Very helpful
Helpful
Neither helpful nor unhelpful
Unhelpful
Very unhelpful
Source: https://www.surveymonkey.com/mp/survey-guidelines/
(database structure for tradeshow)
Accurate Data Collection
Use data validation (phone number, email, address)
Use a real-time email verification API
Add limits to numeric responses
Source: https://www.gosurvey.in/blog/the-what-why-and-how-of-accuracy-in-field-data-collection
(database structure for tradeshow)
Example - how to mitigate noisy notes by checking potential customers with a star
| Using Notes to capture potential customers | Using a to “star” potential customers |
| “Lead very interested” | Check |
| “Potential customer” | Database translate this check in Y/N |
| “Follow up ASAP” | Star = Y = Potential customer/ No star = No |
| “Lead awaits for contact” | |
| “Lead showed interest in buying the product” |
(database structure for tradeshow)
Example - how to mitigate noisy notes by checking potential customers with a star
| Using Notes to capture potential customers | Using a to “star” potential customers |
| With non-consistent information, it is harder for companies to find their potential customers in the database right after the trade show wasting important follow up timing. | After the trade show, the company can easily find their potential customers to prioritize and follow up first |
| Time consuming |
(database structure for tradeshow)
Next steps:
Bring examples
Bring best practices
Create samples
Research other companies database structure
Identify competitors
Features Commonly seen
Competitors
Connect with your existing database – or choose a pre-configured database option
Register and check in attendees, exhibitors, speakers, employees, and guests
Auto fill registration data via driver’s license, government ID, business card, barcode, mag stripe, or prox card scans
30 days trial provided
Competitors
Badge Scanning
Custom Branding
Lead Retrieval
Informative website
Provides Demos and offers
Competitors
Palo Alto, California, $ 5 million revenue
Millisecond scanning
Speech to text
Group Scanning
Traffic Pattern Analysis
Features
| Features (Commonly seen) | Implementation Hurdles |
| Digital Wallet | Substantial capital investment |
| Room Occupancy Sensor | Substantial capital investment |
| Density management | Substantial capital investment |
| RFID Technology/ NCF | New Hardware purchase needed |
| Trial Demo Session | Easy Implementation |
| Speech to text | Easy Implementation |
Target market evaluations *Customer acquisition cost *industry CAC analysis *industries suggestion
Marketing Spend ($500) / New Customers ($50) = CAC ($10 per customer)
Average Order Value ($50) x Gross Margin (50%) - Customer Acquisition Cost ($10) = Profit ($15)
Annual market spend by industry
Average customer acquisition cost
Other industry CAC
Technology (Software): $395
Telecom: $315
Banking/Insurance: $303
Real Estate: $213
Technology (Hardware): $182
Financial: $175
Marketing Agency: $141
Transportation: $98
Manufacturing: $83
Consumer Goods: $22
Retail: $10
Travel: $7
Cross comparison data and industries suggestion
BANKING AND INSURANCE :
CAC $315
FURNITURE :
CAC $462
TECH AND CONSUMER ELECTRONICS: CAC:$377
TELECOM:
CAC$315
HEALTH AND BEAUTY: CAC$127
Next steps:
Finalized the target industries
Do the marketing plan draft with Miku
My Part - Identify 5 Industries with High CAC Cost
5 Adjusted Industries based on CAC Cost
Home Decor & Furniture (Ranking #13, Number of Trade Shows in 2021: 1,255)
Consumer Electronics & Technology (Ranking #14, Number of Trade Shows in 2021: 1,212 )
Health & Beauty (Ranking #15, Number of Trade Shows in 2021: 1,046)
Banking & Insurance (Ranking #49, Number of Trade Shows in 2021: 249)
Telecom (Ranking #76, Number of Trade Shows in 2021: 102)
Note: Ranking is based on the number of trade shows by industry all over the world in 2021
Source:
https://eventsinamerica.com/events/trade-shows/2022
https://10times.com/tradeshows/by-industry
My Part - Top Trade Shows (Consumer Electronics & Tech)
Top Consumer Electronics and Tech Trade Shows
Consumer Electronic Show (CES) - One of the biggest Trade show in US
Location: Las Vegas
150,000 attendees and 4,000 exhibitors, representing over 150 different countries
Pioneering home electronics such as pocket radios, VCRs, video game systems, DVDs and Blu-Rays, plasma TVs
GITEX
Location: Dubai
Up to 150,000 attendees
Renowned for its X-Labs that focus on new innovations and Tech Talks discussing forward-thinking trends
International Security Conference West (ISC West)
Location: Las Vegas
Over 30,000 security professionals including 1,000 exhibitors
Focus on security technologies
Fields on hand include drone, robotics, access control and more
Source: (Wilson, 2019)
My Part - Top Trade Shows (Home Décor & Furniture)
Top Home Decor & Furniture Trade Shows
High Point Market - Biggest Furniture Trade Show in the World
Location: North Carolina
About 75,000 attendees
12 million square feet of show space, 180 buildings, more than 2,000 exhibitors, and attendance from more than 100 countries
Atlanta International Gift & Home Furnishing Market
Location: Atlanta
Hosts about 8,000 brands with a wide range of offerings in the 7 million square foot facility.
NEOCON
Location: Chicago
About 50,000 Attendees, and more than 500 companies
Showcase for latest designs in categories such as furnishings, flooring, fabrics, and technology
Source: (Wilson, 2019)
My Part – Top Rated Trade Shows (Health & Beauty)
Top Beauty & Personal Care Trade Shows
Cosmoprof North America
Location: Las Vegas
36,000 attendees and 1,278 brand exhibitors
Attendees include top corporate executives, managers, doctors, and researchers from the beauty and healthcare industry
Premiere Orlando - Beauty Show
Location: Orlando
66, 485 attendees and 850 brand exhibitors
International Beauty Show- IBS New York
Location: New York City
Attended by 500 of the top brand exhibitors in the beauty and personal care space in the United States
Source: (Wiley, 2021)
My Part - Key Factors that Influence Furniture Choice
Psychological Factors – motivation, perception, mood, attitude & beliefs
Social Factors - family, referenced groups, roles and status
Cultural Factors – culture, subculture, social class
Personal Factors - age, occupation, lifestyle
Economic Factors - cost, income, availability
My Part - Sample Factors Using in Survey for Home Décor & Industry
Race/Ethnicity - Cultural
Space Availability – Economics/Social
Furniture Size – Personal/Cultural
Cost/Expensiveness – Economics/Social
Comfort - Personal
Style- Social/Personal/Cultural
Design – Personal/Economics
Utility – Personal/Economics
Beauty – Social/Economics
Durability- Economics/Cultural
Color – Personal/Cultural
Function- Personal/Economics
Material- Personal/Economics
Method of Shopping – Personal
Favorite Furniture Store - Personal
Source:
https://indiantimber.com/2021/03/9-key-factors-to-consider-while-selecting-your-home-furniture/
http://www.cefe.illinois.edu/jce/archives/1988_vol_6/Carll%20Wysocki%201988.pdf
My Part - 10 Best Online Survey Tools
SoGoSurvey
Survey Monkey
Qualaroo
ProProfs Survey Maker
Typeform
Google Forms
Client Heartbeat
Zoho Survey
Survey Gizmo
Survey Planet
Source: (Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
My Part - SoGOSurvey
End-to end survey design, distribution, and analysis platform
Sample functions with the free plan
Unlimited surveys
Unlimited questions
24 unique question types
Three skip logic/page branching feebies
Ability to embed surveys into emails and web pages
Up to 200 respondents per year
Data export functionality (Word documents and CSV)
Pros:
Able to include Pivot Tables in reports
Offers bulk editing mode
Advanced support options available
Features for working with multiple surveys.
Cons:
Help resources not as robust as more advanced tools
Display logic questions limit reordering
Source:
(Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
(Rubin, 2019)
https://www.pcmag.com/picks/the-best-online-survey-tools
My Part – Survey Monkey
Most well-known online survey tools
Services for the free plan
10 questions
100 respondents
15 question types
Light theme customization and templates
Embed Surveys
Cons: Function of exporting data only available from GOLD Plan $300 per year
Pros:
Survey status monitoring is easy using mobile app
Question library is comprehensive
High market share yields many integration
Cons:
Display logic support is missing
Lower pricing tiers don’t offer great value
Source:
(Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
(Rubin, 2019)
https://www.pcmag.com/picks/the-best-online-survey-tools
My Part – ProProfs Survey Maker
Comprehensive online survey tool with advanced survey and analytical capabilities.
With the free version, you get:
Unlimited Surveys
Unlimited Responses
Survey Scoring and Logic
Over 100 professionally made template
Custom logo and branding
Presentation ready reports
Advanced analytics
15 days free trial for the paid plan. Pro plans starting from $7/month.
With the paid plan, ProProfs Survey Maker can be integrated with most major CRM and marketing tools.
My Part – Typeform
Most creative online survey tool
Typeform’s interface and its style is attractive, reflecting the company’s motto, “Asking questions should be easy, human, and beautiful.”
Offers for the free plan
Unlimited Questions
Unlimited answers
Data export
Custom design themes or choose from templates
Basic reporting
Cons: Logic jumps are not available for the free plan, but you can pipe respondent answers into the text of the survey. (Example: respondent’s name)
Pro version is available for $25/month. The features includes payment fields, a calculator feature for scoring and pricing, options to send respondents follow-up emails, etc.
Source: (Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
My Part – Google Form
100% free, and cost effective
The only free online survey tool that provides free logic other than SoGoSurvey.
Great for the starting
Features of Google Forms:
Unlimited surveys
Unlimited respondents
Survey answers and data are automatically collected in Google Spreadsheets
Lots of theme options
Custom Logo
Add images or videos
Skip logic and page branching
Imbed survey into emails or website
Add collaborators
Source: (Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
My Part – Client Heartbeat
Paid only, pricier than other survey tool
Offer much more advanced reporting features
Advanced feature
Get alerts to warn you of unhappy customers, so you could get the customer satisfaction data easily.
Source: (Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
My Part – Zoho Survey
Free version gives you:
Unlimited surveys
15 survey questions
150 responses
Highlight: Premium version offers Multilingual Surveys, so it could also be used in the oversea tradeshows.
Pros:
Support for offline surveys
Integration with other Zoho applications
Mobile app allows for the monitoring of survey responses
Cons:
No support for display logic
No support for question blocks
Source: (Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
(Rubin, 2019)
https://www.pcmag.com/picks/the-best-online-survey-tools
My Part – Survey Gizmo
Survey Gizmo creates snazzy looking survey
Free version offers:
Unlimited surveys and questions
50 respondents
Several basic question types
Free templates
Basic reporting
Option to export to CSV
Paid version start from $15/month with increasing features like skip logic and piping, customized themes, multiple users, API, data encryption, integration with Salesforce, MailChimp, and other 3rd party tools.
Cons: Maximum 25 users for the highest plan
Source: (Marrs, 2021)
https://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools
(Concept Testing)
First round Testing
FileMaker Go 19 App
Best works with ios/Mac
Millisecond Scanning
Name, Phone and Email are stored
Notes can be added to each record
Sample Screenshots
Records Storage (in CSV)
In PDF:
Product Differentiation
Can use the data in three ways:
CSV, PDF and Print
Send as database and Snapshot link
Sorting records
Can choose sorting fields
Search through ongoing records
Manually add/delete records
Preliminary Findings
Name, phone and email are in same record space
Stores empty records
PDF doesn’t show phone or email values
No Header Values
Next Steps:
Test App’s compatibility with Android/Windows
Apply more test scenarios
Thank you
Westcliff team