内容简介：Subject or context
Major idea or recommendation
Benefits or value proposition
Evidence and analysis
Detailed recommendations and actions
IBM believes there is a substantial opportunity in the online leasing market
XYZ Company should target the following customer segments:
Professional Services and Manufacturing
IT, office, and manufacturing collateral classes
Small business, small ticket market
These customers should be targeted with a multi-channel approach:
Indirect
Aggregators
Direct
The major channel to these customers will be the indirect one--through Internet intermediaries that give access to the customer at the point of transaction
Each of these channels appeal to customers with unique buying behaviors
Competitors are moving into the online leasing space; XYZ Company should move quickly
Our research into customer behaviors suggests that customers are most likely to lease at the point of purchase
Equipment vendors will drive significant online transaction volume
This channel allows XYZ Company to leverage its core competency of sourcing deal indirectly:
Early indications suggest that online equipment aggregators and vendors require a smaller fee for deal referrals than offline lease brokers require
A growing number of online equipment vendors currently offer leasing:
Branded and unbranded strategies are being used
Cable providers already sell services to a large majority of the U.S. population
The cable footprint covers nearly the entire U.S. home population
The take rate for service is approximately 65%
Cable providers are currently digitalizing their networks and deploying high-speed data services which compete directly with XYZ ’s high-growth DSL service
Cable providers are beginning to deploy cable telephony which will compete directly with XYZ ’s core residential service
Cable telephony will become increasingly more of a threat in the next couple of years as the DOCSIS standard for VoIP becomes implemented
HFC cable maintains a competitive advantage over DSL in terms of bandwidth capacity which allows for additional service offerings including video-on-demand and videoconferencing
Cable providers will offer broad and attractively priced bundles to encourage consumers to switch to cable telephony
To achieve positive EBITDA and cash flow XYZ ’s business needs to improve dramatically along two critical dimensions:
Immediate reduction and subsequent control of operational costs
Substantial revenue growth driven by new customer acquisition
While a mix of actions may be implemented to improve the ongoing cost structure, new customer acquisition remains essential
It is therefore imperative that XYZ create a new customer acquisition strategy based on a more detailed understanding of the market and customer need
Assuming the revised management plan (base case) is successfully implemented, XYZ will still require minimum additional funding of $130 million and a new capital injection by August of 2001
However, given that the management plan assumes flawless execution against a demanding set of improvements in all aspects of the business, contingency plans should be considered immediately; these could include more drastic operating improvement and/or acquisition

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