1. Managing Innovative Sales CASE KOMMEET: CROWD-BASED SALESFORCE Lasse Lehtinen CEO Frontier Accelerator

2. www.frontieraccelerator.com

3. THE MARKET PROBLEM

4. LACK OF ONLINE CUSTOMER SERVICE & SALES DECREASES THE TOPLINE AND PROFITS Low conversion rate Sales process of complex products and services requires human-to-human online interactivity Abandoned shopping carts 90% of online customers do not complete the sales process but abandon their shopping carts before checkout Massive product returns Even 50% of products bought online are returned – decreasing profits tremendously

5. RESOURCING THE ONLINE CUSTOMER SERVICE & SALES IS OFTEN IMPOSSIBLE Resourcing issue Organizing an online customer support & sales function requires setting up own customer support center, which easily is not scalable or efficient Recruiting issue Finding qualified personnel with required knowhow and skills is essential in order to provide excellent customer experience, goal that is typically hard to achieve Management issue Online customer service & sales requires management’s (monitoring, training, etc) attention and dedication to succeed

6. SOLUTION

7. CROWD-BASED ONLINE CUSTOMER SUPPORT & SALES PROVIDED AS “SALES AGENT AS A SERVICE” Online shopper Any website with a Defined conversion target Online customer support & sales Sales agent crowd

8. HOW DOES THE CROWD-BASED CONCEPT WORK? Attracting & Gathering Digital marketing channels (e.g. Facebook, LinkedIn etc.) Referral program (“Tell your friend”) Registration & basic info Personal info (e.g. Name etc.) Areas of expertise and interest (Hobbies, work etc.) Training & Certification Online courses Online tests Management & Re- training Monitoring (results, rating, feedback etc.) Payments Additional training Fully automated process gathers mass of people and deploys them into high quality online sales agents I have been fishing my whole life. I know a lot about fishing and fishing equipment. Thanks to Kommeet, I’m earning money by selling fishing equipment in an online store.

9. WHY CROWD-BASED CONCEPT IS THE BEST FOR ONLINE CUSTOMER SUPPORT & SALES? Scalability –Once the company does not need to hire own staff, it can use the crowd as much (or as little) as needed –The concept enables demand-based pricing and other risk reducing elements Quality –Imagine you own an online store specialized in fishing equipment. You want to ensure that your online customer service & sales staff know about fishing so that they can provide an excellent customer experience. When you have the massive crowd at your disposal, you can find the fishing-enthusiasts easily! –How about language issues? If you want to serve your customers with many languages (and not hiring a lot of people) the crowd is the most scalable solution

10. SALES PROCESS

11. SALESPROCESS DIVIDED IN TWO PARTS: 1) PROSPECTING & 2) “CLOSING”

12. ASSIGNMENTS

13. TRAINING & CERTIFICATION Attracting & Gathering Digital marketing channels (e.g. Facebook, LinkedIn etc.) Referral program (“Tell your friend”) Registration & basic info Personal info (e.g. Name etc.) Areas of expertise and interest (Hobbies, work etc.) Training & Certification Online courses Online tests Management & Re- training Monitoring (results, rating, feedback etc.) Payments Additional training Fully automated process gathers mass of people and deploys them into high quality online sales agents I have been fishing my whole life. I know a lot about fishing and fishing equipment. Thanks to Kommeet, I’m earning money by selling fishing equipment in an online store.

14. TRAINING & CERTIFICATION 1.Improve the Training & Certification process by re-engineering & documenting the whole process in a very detailed level. 2.Create the online training materials for the candidates. 3.Create online tests and evaluation criteria for the candidates.

15. TasksDeliverablesEvaluation criteriaWeight 1Improve the Training & Certification process by re-engineering & documenting the whole process at a very detailed level. A very detailed-level Training & Certification process documentation that could be implemented right away. More is more. The length of the document approximately 10 pages. No penalties for “too long documentation” The amount and quality of improvements The level of detailed documentation The usefulness of the process (i.e. could it be implemented right away) The level of professionalism (e.g. look & feel of the documents) 20% 2Create the online training materials for the candidates. A full-blown online training material package including theory, real life examples and case practices that gives the candidates the required knowhow for becoming a high performing online sales agent. You may use a format and tools of your choice. More is more, current videos are total 40min, improved package probably longer. The amount and quality of improvements The user experience of the materials (e.g. use rich content) The usefulness of the materials (i.e. could it be implemented right away) The level of professionalism (e.g. look & feel of the documents) 30%

16. 3Create the online test and evaluation criteria for the candidates. A full-blown validation process and materials (e.g. online tests) for evaluating the candidate's’ capabilities as a high-performing online sales agent. The ideal outcome of the process is that once a candidate goes through it, there are three different outcomes: 1.There is significant evidence which shows that the candidate is ready to start to work as an online sales agent. 2.There is significant evidence which shows that the candidate could be a potential high performing sales agent, but there is some areas that he/she needs to learn and practice 3.There is significant evidence which shows that the candidate is incompetent and a wrong match, and gets rejected. Create as many tests as needed using this tool: https://www.classmarker.com/ https://www.classmarker.com/ The amount and quality of improvements The user experience of the materials (e.g. use rich content) The usefulness of the materials (i.e. could it be implemented right away) The level of professionalism (e.g. look & feel of the documents) 20%

17. PROSPECTING PROCESS FOR THE CROWD Clients CRM: Qualified leads Closing process

18. SALES PROCESS 4.Create prospecting process and instructions for the Crowd.

19. 4Create prospecting process and instructions for the Crowd. Document the process and instructions in a very detailed level. The goal is to have a 100% self- explanatory and easy to follow instructions manual that can be given to the crowd so they can start executing the process without any external guidance (i.e. asking help from the Management/Support). Include a gamified incentive model to the process so that crowd members can earn points from executing the process with the required goals and targets. Detailed prospecting process for the crowd with step-by-step instructions. Length of the document: more is more, approximately 10 pages Designed and detail level explained process Step-by-step instructions for the crowd member Gamified sales motivation program Look & feel, i.e professionalism 20%

20. CO-CREATION

21. FACEBOOK GROUP

22. Co-creation in the Facebook group In the Facebook group you can and should: Ask questions Ask for comments for your ideas Share insights, ideas and materials Learn from others Utilize the best practices and develop them even further In order to track each group, always use a hashtag (i.e. #yourgroup) in every comment. Further Facebook group instructions can be found inside the group. Activity level The quality of activity 10%

23. Deadline Upload all the assignment deliverables to a Google Drive folder by Nov 17 2015. Name the folder “Group name - Managing Innovative Sales”. Send the link to the folder via this form: http://goo.gl/forms/lntNJIXRNUhttp://goo.gl/forms/lntNJIXRNU Deliverables Make sure that all the deliverables (i.e. documents) are in “edit” mode (not pdf). You may use MS Word / Powerpoint / Excel or Google’s equivalents. Questions: elisa@frontieraccelerator.com