Question

Topic: Strategy

Marketing A Web Based Cfo Consulting Service

Posted by Anonymous on 2/1/2011 at 3:12 PM ET 250 Points
I am an Outsourced CFO/Contract CFO/Part Time CFO serving businesses in the $2 to $30 Million Annual Revenue Range. I work directly with the CEO/Business Owner and where appropriate the existing accounting department staff.

Up until know, I have provided services to clients locally in the San Diego Area. Most clients have been referred by local trusted advisors.

I want to create a web based service that utilizes current technology (go to meeting, skype, webinars, telephone, etc.) to provide services to clients located any where in the US without distinction.

My fees currently range from $165 to $250 per hour for consulting. I also offer defined packages for long term monthly service at rates of under $1,000, under $2,000, and under $5,000. And I offer specific one time analysis packages witn recommendations that range in price from $950 to $7,500.

What is the best way to target and market this service online? Do I need to change my pricing strategy?

I want to generate qualified leads and I want to fill my roster to 20 monthly clients and 3 - 5 consulting or analysis package clients per month within the next 6 - 9 months.
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RESPONSES

  • Posted by michael on 2/1/2011 at 3:30 PM Member
    First, are you having trouble filling your roster at that price locally? If that's the case you'll have a harder time filling it with people who don't know you.

    Obviously you want to do all the white paper offerings that everyone else is doing but there's the rub. Why are you different and how can I be certain my information is protected?

    Not difficult to find $2-$30 companies. I suggest you get a meeting room at a local hotel and try to fill it for a seminar. Then, once you've filled it, reach outside SAN area and see how many people you can get to join you using Accuconfernce or Go-to-meeting or whatever.

    Oh, if you don't feel you can hit the streets yourself, grab one of the credit card service reps and ask if they'd be interested in making the rounds for you.

    Michael
  • Posted on 2/2/2011 at 3:04 AM Accepted
    As a small business owner, I think I'd have a problem hiring someone as my CFO that I can't see face-to-face, at least occasionally. I'm very comfortable doing most things online, but this one just doesn't seem like a comfortable situation.

    Have you conducted in-depth interviews with your target audience to see how they react to your business concept? If not, that's where I'd start. Don't try to convince people it's a good idea. Just ask a few high-gain questions, then listen carefully and take detailed notes.

    After you've completed at least 8-10 good interviews, step back and review your notes. You'll have enough input to move forward -- one way or the other.

    If this is something you need to outsource, there are market researchers who can do it for you, but the most valuable part would be the interaction you'd have with the prospective target audience, so I'd urge you to do it yourself if you can.

    Perhaps there's a hybrid arrangement too. A market research expert can help you plan and prepare for the interviews, coach you, and help you interpret results.

    Let me know if you need a referral.
  • Posted by Jay Hamilton-Roth on 2/2/2011 at 7:55 AM Member
    How about targeting VC and Angel Investors as an affordable/effective solution for cutting budget overhead?
  • Posted on 2/2/2011 at 10:51 AM Author
    Thank you all. I have to choose one and so I will, but I want the four of you to know that the suggestions made by each of you will all be incorporated in my go forward plan.

    Thanks
    M
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