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Clear Water Technologies

In:

Submitted By padipaali
Words 410
Pages 2
Binu Narayanan
Renjith Ravi
Sudhin Mukundan

Introduction
 Small, Publicly traded Technology
 Market







Share Leader in customer relationship management (CRM)
Customized QTX for companies with sales force of 10 to 30.
First to market in this segment
QTX sales represented $45 million of its $80 million sales in ’04
Sold its products through VAR
Using VAR’s Clearwater reduced sales & service expense.

Key People
 Mark Jefferies, VP of Marketing
 Rob Erickson, QTX Product Manager
 Hillary Hanson, Financial Analyst
 Brian James, District Sales Manager

QTX
 Sales Support Server
 Allowed multiple users to maintain their sales account

databases
 Contact information, quote histories, copies of all communication, customer database
 Product Line – 10, 20 and 30 seat capacity
No. of Seats

MSRP to End
User

VAR Price

Unit Cost

Unit Margin

10

$8,000

$4,000

$500

87.5%

20

$14,000

$7,000

$700

90.0%

30

$17,250

$8,625

$900

89.6%

Upgradation
 Clearwater decided to only manufacture 30 seat server





To gain economies of scale in manufacturing
Reduce inventory configuration
Reduce engineering design & testing expenses
Seats are protected by access codes to enable additional seats

No. of Seats

Original Unit Original Unit Actual Unit
Cost
Margin
Cost

Actual Unit
Margin

10

$500

87.5%

$900

77.5%

20

$700

90.0%

$900

87.1%

30

$900

89.6 %

$900

89.6%

Case Problem
 End User Pricing for upgrade need to be agreed
 3 suggestions made by Mark Jefferies
 Upgrade shouldn’t be lower than 30 seat QTX.
 Customers need to be allured to buy the largest possible

seat capacity.
 Capitalize on the fact of customer commitment, but not to rip them off.

Proposals
 Rob :- Upgrade price to be

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