RFID asset tracking go-to-market analysis


Evaluate your opportunity for success selling RFID asset tracking

Every company and organization has assets of various types. For some companies, the majority of their capital is tied up in assets of every type imaginable.

Give some thought to the transit of your clients’ goods and materials. There may be chain of custody issues; deposits to collect or pay; ways to expedite your clients’ billing and improve their cash flow; reduce loss, damage, servicing and insurance costs of assets and exposure to blanket recalls; and expedite the flow of and control over.

This Go-to-Market Plan has been created for you to evaluate the proposition of adding RFID asset tracking services to your company offerings.

Scope
This Go-to-Market Plan will address market assessment, target market selection, and competitive analysis for an RFID asset tracking solution and services offer.

It is intended to provide a marketing strategy roadmap with implementation of tactics over a ______ month period.

Market Analysis
The goal of this section is to present an overview of the market opportunity. This will help you understand the market size and structure, growth rates and the key trends affecting your market.

Market Definition & Structure
Define the market by outlining who you are trying to communicate with and why.

  • Are the buyers for this market (and its structure) clearly defined?
  • Is it consistent with the definition used in your overall business growth plan?
  • Does the definition of the market fit with that of the sales team focus?
  • Define the buyers you will not include in this plan.

Market Potential
The goal of this section is to determine whether this is a viable opportunity for you.

What markets do we serve, or look to expand to, as the primary prospects for RFID asset tracking solutions? Choose three current clients that are representative of your target and fill in their names below.

Review which assets are in use by those companies you currently service or hope to sell to in the future, by top three markets:

Client 1 Client 2 Client 3
Office related assets:
IT equipment _______________ _______________ _______________
Valuable files _______________ _______________ _______________
Security and data (e.g. hard drives in computers, servers) _______________ _______________ _______________
General assets (some items may fall in more than one category):
Primary inventory _______________ _______________ _______________
Other inventory _______________ _______________ _______________
No. of locations _______________ _______________ _______________
IT assets _______________ _______________ _______________
Stationary equipment _______________ _______________ _______________
Movable equipment _______________ _______________ _______________
Leased assets _______________ _______________ _______________
Owned assets _______________ _______________ _______________
Products awaiting shipment _______________ _______________ _______________
Temperature sensitive assets _______________ _______________ _______________
Items stored for customers _______________ _______________ _______________
Assets regularly processed (i.e. repaired equipment; laundered hotel linens; serviced rental cars; state inspected equipment; etc.) _______________ _______________ _______________

Assets movement and issues
Give some thought to the transit of your clients’ goods and materials. Every time goods from manufactured products, IT assets, files and records, vehicles and heavy equipment move, there is potential shrinkage, damage, loss and other problems including simply misplacing them.

Use these questions as a jumping off point to analyze client processes. Each prompt listed here is usually a cause for movement of products, files, vehicles and other items. See where you can help them save costs.

Client 1 Client 2 Client 3
Multiple locations _______________ _______________ _______________
Distribution centers, warehouses _______________ _______________ _______________
Shipping and/or receiving _______________ _______________ _______________
Assembly areas _______________ _______________ _______________
Storage, secure storage _______________ _______________ _______________
Assets left at customer or 3rd party locations _______________ _______________ _______________
Shipping by trucks, containers _______________ _______________ _______________
Hazardous assets, reporting requirements _______________ _______________ _______________
Public assets, government requirements _______________ _______________ _______________
Consignment or returnable items _______________ _______________ _______________
Risk of counterfitting, safety issues _______________ _______________ _______________
Do they have warranties, do they have exposure to servicing costs? _______________ _______________ _______________

Public Companies
How many customers must meet Sarbanes-Oxley asset reporting standards? Read more about Sarbanes-Oxley
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What recent changes in the market may affect your company reaching the business goals listed above?
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What is the total potential revenue expected from the market?
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