Imperial Web Technologies
Executive Summary:
Imperial web technologies is a startup web technology firm which specially provide the services in development of websites, online web portal, developing the mobile applications and many more. The main audience for the imperial web technologies is the clients who wants any kind of web development that can be in any web related development technology. As we all know the demand of the computer technology is increases day by day. Now in our daily life each and everything is started to shift online whether it is banking system or any shop each and everything is online now so by considering such a huge scope in computer technology field it will a huge opportunity for the organization like Imperial Web Technology to start is business and provide important contribution in the field of development of the web related products. In addition to this organization start up focus is on the niche market of the New Zealand which provides handy opportunity for the Organization. Moreover, the huge numbers of online projects are also the one of the big factors which provides the great opportunity for the Imperial web technologies and with the quality of the work provided by the Imperial web technologies this opportunity can be utilized.
The Imperial web technologies has biggest advantage is that along with targeting the huge marketers, organizations and client for the web development it also focuses on the software and web development requirement of the niche market of the New Zealand. Although, there are so many organizations in the New Zealand which provides the services of the web development projects which is a kind of threat for the Imperial web technology but this threat is not so hug because all the web development organization targets the huge web development client and no body focuses much for the need of the web development of the niche market of the New Zealand.
The customer range for the Imperial web technology is very wide because it includes all the client who want to develop something on web, Advertiser who want to have advertisement banners, online software development client and people of niche market who want to shape their idea in to the computer software. In addition to this, Imperial Web Technologies believes to build strong relationship with its customers and by providing the quality services to its customers want to make reputed image in the market. Each and every product which will be developed by the our organization will be costs according to the complication in the work but the cost of the work will be such that it can be afford by the people belongs to niche market of New Zealand.
In order to bring the organization in to the light the advertisement plays very important part. So in order to advertise there are so many strategies which needs to be implemented such as advertising on the social networking sites such as twitter and Facebook regarding the organization. The web site of the company is another way of advertising any company and the website of the company should be very user friendly and attractive which reflects the work quality of the company. In order to implement these all strategies the time and price will be taken in the consideration. Asserting further, the plans of the marketing should be should not be inevitable and it should change along with the change of the people interest.
Imperial web technologies along with all its plans and strategies will soon be a part of New Zealand’s web development organizations and try to rise above all with the quality of the work.

Introduction:
United States of America is known for the hub of the web development organization. They own the title of king of Web development with every type of web development. America leads the computer technology business in all over the world and provides its facilities to all the countries with the help of the internet. The company’s tie ups with the US based companies will boost the business for the imperial web technologies and provides more business opportunities.
The effectiveness in the work of the company will come from the marketing plan of the company along with the main focus of the company will be on the niche market audience which will helps the business of the company to grow in the starting stage of the company along with focus on the branding and marketing of the company. The marketing plan includes first to attract the people belongs to niche market with low cost advertisement and after that spending more on the branding and advertisement after getting profit.

Current Marketing Situation:
Imperial web technologies will be software Development Company which caters the development of the software for its client related to web and Mobile platforms. The company will be launched at the end of the 2015 with analyzing every requirement and information to launch the software development company in New Zealand at the start of new session. The company comes will come in the software development company market having one point in mind to make good customer relationship and provides the quality work to them. Moreover, to keep the company in the existence of the people company will change according to the demand of the clients because the computer technology changes and the continuous changes according to the situation will allow the company to grow and develop inventive products for the customers.
In the beginning the company will uses its website as medium to convey its vision and objective towards the customers. Moreover in order to initiate the business the company will through its hand on development of the online web technology related projects by bidding on the projects and software requests uploaded by the clients and people in the New Zealand. The employees will includes the small group of web designers and web developers who will be doing work from their home on the timelines decided by the clients. The employees will do work from home because company do not have the initial funding to build a formal office for the employees at the beginning. But with the growth in the company by doing multiple projects of its clients the brand will provide each and every facility to its staff along with the brand growth.

Products:
Imperial web technologies specializes in the development of the computer related software which can be run on multiple environments through offline as well as the online. In addition to this the company also specialist in creating the online advertisements and banners. In the beginning the brand will try to make its name in the New Zealand software market later the brand will tie up with small software Development Company’s and tries to make its brand range wider and enhance its business outside the New Zealand. Along with changes in the web technologies the organization give the training or hire the employees to develop the software in the updated technologies.

Industry:
The software development industry in New Zealand is keep on growing from last few years and produce products like ‘Avtaar’ which shows that computer related technology reaches at its next level in New Zealand. Moreover, Information technology contributes nearly 20 billion New Zealand Dollar in the national economy of the New Zealand. In addition to this Information Technology provides more job opportunities in the New Zealand and the average salary of computer professional is double than the average national salary of the New Zealand.
Asserting further, the Software industry in the New Zealand produces 1,630 jobs in 2012 which means that the employment prospects for the jobs in the New Zealand for the skilled software engineers are encouraging and also provides the increase in the employment rate in the country. In addition to this, the major centers of the software development organizations are in the following percentage: Auckland holds the crown of the software development in the New Zealand because it holds the 51% of the software development of New Zealand which is followed by the Wellington and Christchurch who holds the 22.5% and 11.7%of New Zealand Software development respectively.

Mission Statement:
The Imperial Web Technologies develop the software for its clients which can run on different platforms. The mission of the company is to provide such a software for the client which is reusable as well as very efficient without compromising the quality of the software. In addition to it’s the moo of the company is to work along with its customers and clients in order to bring as much growth as possible.

Analysis of Customers:
The customers range is very wise for the Imperial Web Technology. Firstly, all those individuals are our company’s customer who has some idea in their mind and they want to shape that idea into any kind of the software which can be helpful for the people in their daily routines. Secondly, all those organizations who hire the other organizations for the development of the software are also the customer for the Imperial Web Technologies. Thirdly, the people who post their software requirements online and want that software to be developed by somebody are also the customers for the imperial web technologies. These three categories of the customers are very important of our company because all these three categories holds 90 % of the customers of the software development of the New Zealand which really very important in order to achieve the Goal of growth for the Imperial Web Technologies.
The age group of the customers on which the imperial web technologies will be focused to impress will be in the range of 20 to 45 because the people between this age group has their ideas to convert into the software as well as has some project which they want to develop online from some other organization.

Competitor’s Strengths and Weaknesses:
There is direct as well as indirect competition for the Imperial Web Technology in New Zealand. For our company the direct competition is with the Spark New Zealand. This the company who is leading in New Zealand to provides the IT Services which helps the people all around the world including the New Zealand. By providing its IT services to the other organizations it helps the other company to enhance its business. This is the huge organization with so many customers which allows the Spark New Zealand to become number one in each part and sector of the software development.
Although the strengths of the Spark New Zealand is eternal but there are some weaknesses of the Spark New Zealand which are: the spark New Zealand has the customer which are very rich or the successful organization there is no link between the niche market of the New Zealand with the Spark New Zealand which really is light of the Opportunity for the Imperial Web Technologies to Grow and make its name in the New Zealand’s software development industry.
Moreover, the indirect competition of the Imperial web technologies is with the aranz medical who provides the software as well as the hardware solutions along with commercializing the 3D applications for its customers. It provides its services to the hospital with the help of development of products like 3D scanning, health informatics and surface imaging.

SWOT Analysis:
SWOT analysis is the method which clears the position of a brand in the market along with brining all the possible hurdles for the brand in the picture. SWOT Analysis of Imperial Web Technologies are as below:

Strengths: 1. The only software development organization which targets the individual guys who want to cater their idea into the computer software along with targeting the niche market of the New Zealand. 2. Offering the software at genuine price without compromising the quality of the products. 3. Turnaround is very short. 4. Strong Analysis of the information collected related to the online software development. 5. Strong and affordable marketing strategies. 6. Development of software with updated technologies. 7. Development of the software for multiple platforms.

Weaknesses: 1. Competition with existing software development organizations who has so many clients associated with them. 2. Imperial web technology is a fresher software development organization with no customer base which means that nobody is known to Imperial Web Technologies.

Opportunities: 1. Targets the niche market people to grow the business. 2. Development of the software for the PC as well as for the Mobile Phones. 3. After successful, try to associate with the clients all around the world. 4. Can do alliance with other organizations in order to increase the business network and work. 5. Can develop the general software under its brand name which helps everyone in their daily routine tasks. 6. The organization with small size is always able to respond to any situation much faster than any very large organization.

Threats: 1. New Software development organizations who also targets the same market. 2. Lack of the software development requests. 3. Lack of client’s faith on organization (Imperial Web Technologies).

P.E.S.T.E.L Analysis:
This analysis method helps to understand the environment of the business. The change in social, environmental, technological, political or economic may results in producing threat or opportunity for the organization.

Political: 1. The Government of the New Zealand has set the rule which really helps the entrepreneur in the country which encourage the Imperial web technologies to set up their new business.

Environmental: 1. Usage of the computers which does not harm the environment. 2. Planning to reuse or recycle any hardware component during or after the development.

Social: 1. The demand of computer software in every business and by every individual. 2. Small business has been supported by more than 100 Government initiative. 3. Demand to minimize the possibility of error in the daily routine tasks and small business.

Technological: 1. The Imperial web technology will be a nice support for the ICT (Information and Communication Technology) which will increase the part of the software industry in the economy of the New Zealand.

Economic: 1. People are allowed to invest into the company and becomes the shareholder of the company there by increasing the size of the organization along with the profit.

Legal: 1. Plan to develop the software which will be legitimate and help the people in their daily life. 2. To understand the tax obligation the Imperial Web Technologies will be register as the employer with IRD.
Marketing Objectives:
The objectives related to marketing plays an important role in success of any organization because these objectives allows the employees of the organization to know about their common goal so that they can contribute according to their ability and role in order to achieve that Goal. Moreover, it allows the organization to review the Goals they set and also take the actions required in order to achieve that Goals. In addition to this, marketing objectives allows the organization to take upper step over their competitors.
The marketing objectives of imperial web technologies has been divided into two parts that are:
Operational Objectives: 1. The first objective for the imperial web technologies is to good and loyal relation with its customers and clients. 2. Try to create the name of the brand in the market of the software development so each and everybody get known to the brand. 3. Complete the all software development requests on or before time without compromising the quality of the software. 4. Hire the high quality staff which can very well understand any time of requirements related to the software and make the client happy with continuous follow up. Moreover, hire those people who has updated knowledge of software development language.
Communication Objectives: 1. Take the feedback frequently from the clients related to the software so that the quality of the software can be improved. 2. Gets the feedbacks and reviews from the clients whose software has been successfully delivered and show that on the website. 3. Shows the time to time demo of the software to the client so that they stay satisfied with the quality of the work.
These all objectives will be visible to every employee of the imperial web technologies so that the employees know about the common goal they need to achieve. Moreover, the imperial web technology will try to create the alliance with other organizations for the purpose to increase the business and communication channel of the imperial web technologies. Asserting further, imperial web technologies will fulfill all these objectives which are mentioned above along with the normal working of the organization.

Marketing Strategy:
Marketing strategy really very important for a company to get the growth in the business because it makes the company to find the focus along with analyzing and understand the competitors of the company which results in making easier for the clients to find the organization for the work. It also helps to connect the activities of the organization.
Target Consumer:
In order to get growth for a business it is very important to know the target consumer for the company and that too according to the location, industry and demographics.
As we know the New Zealand is hub of the entrepreneurship where people starts up their own business and the most of the people from this entrepreneurship are lies in the age group of 30-60 (Appendix 1); by considering this fact the focus of the imperial web technology is to help these entrepreneurs in order to do business online which is only possible if there is any kind of software which can cater the needs of the entrepreneurs so that main target audience of the imperial web technology is the people with age group between 30-60 and if the proper advertisement of the organization is conveyed to this market then this market will push imperial web technologies towards the success and Growth
Brand Positioning:
Imperial web technology holds such a position in the market which is not held by any other organization in the New Zealand because its competitors such as the Spark New Zealand, Gameloft etc. do not allow its clients to create the customized software where Imperial web technology allows this along with targeting the niche market with software cost which will be far less than any software development organization’s software development cost. In addition to his, client will get each and every software developed on any platform under one roof. As imperial web technologies focuses on the variety of the software development on multiple platforms along with allows the client to create the customized software make its position as unique in the market. Product: As we have already discussed that the imperial web technology will be developing the software which will work on the web, windows as well as on mobile phones. Initial focus of the organization is on the development of the web based software because of its huge demand as well the size of the audience associated with it. Moreover, the products developed by imperial web technologies with prime focus that their clients get happy from the work quality and they helps the organization to bring more clients for the organization.
Price:
The price strategy of the Imperial web technologies is really simple as this organization is very new to the market so this will follow the strategy of price as the price penetration which means that initially the organization will offer their client minimum cost for the development of the software in order to get the clients. Moreover, clients get to know about the quality of the work of the imperial web technologies. Once the client connected with the organization and get sure about the quality of the organization then the cost of the development of the software will be increased according to the complexity and the size of the work.

Promotional Strategy: 1. Software will be developed with lowest cost along with 1 year of free hosting service. 2. Imperial web technology will provides its client 1 year of free Maintenance service for the software. 3. Online advertisement will displayed on all top rated websites of New Zealand along with advertisement on Facebook and Twitter. 4. Providing huge discount on creation of two software from same client.
Integrated Marketing Communications Strategy: 1. Buy the space for the ads on the top websites of New Zealand. 2. Always keeps in contact with client via continuous feedback and suggestions. 3. Create the website for the Imperial web technologies where each and every updates related to the organization will be provided. 4. Keeps the Facebook, twitter and other social links of the Imperial web technologies updated. 5. Advertise the organization information with the help of brochures. 6. Try to convey the working of the organization to the niche market of the New Zealand. 7. With the help of Google Business Listing include the Imperial web technologies to Google.

Distribution:
The distribution of the software developed by the imperial web technology has variety of ways which are: 1. Client can get the software on the official web site of the organization only after the registration and make the successful payment. 2. Client can receive the software by visiting to the Imperial Web technology Office. 3. Client can use the web based software online at the web server. 4. Technical support staff of the organization can deliver and install the software on the client machine with the proper demonstration of the software.

Implementation:
To set up an organization we need to implement the plans that we analyzed during the feasibility study. There should be some strategies that will make low cost and negative effects while implementing our plans. Make the strategies in the smaller phase. Instead of putting all the plans together make a scorecard of each plan, do it step by step while seeing the results of the scorecard at each stage. Moreover, from the scratch it is easier to change the plans according to the circumstances rather than changes the strategies in the running business. There are following needs to be implemented to run a software company from the start: * Analyze the software market and the needs of the end user. After analysis develop the innovative product idea that market is ready to use it or get projects from the other resources like freelancing projects. * Need premises where we build our all computer machines. We must have at least 10 computers to start the software company. * Hire the skilled developers in the different skills as require developing the product. * Hire the employees in the BDE that helps to extend the business and build relations with other companies and bring projects from the other companies and freelancing projects.

Minimum Requirements to start the Software Company: Requirement | Minimum Numbers | Cost | Small Area or Room | | | Computers Machine | 10 | | Internet Facility | | | Designers | 2 | | Developers | 5 | | Technical Support | 2 | | Business Developer Executive | 1 | | Software | | |

Marketing budget of the Company: Category | Cost | Company Registration Cost | | Website of the Company | | Portfolio of the company software | | Advertisement in Newspaper | | Broachers and Visiting cards | | Advertisement on Social Media | |

The company will be start in May from the small room of the house. First we will target the niche market and design the software for them. After six months we will start with the small freelancing projects. After one and half year we will go for the big area to set up the company with more employees and big projects.

Evaluation:
Evaluation will be made monthly that the plans are going as expected to achieve the goals of the companies. What are the plans that are successfully made and which strategies need to be change and new goals will be set to next months. There are following areas where we can evaluate: * Evaluate the financial statements of the company and evaluate where we can reduce our cost and get more profits. * Evaluate the working standard of the employees of the company. * Monthly working report from the each department and evaluate their targets. * How many projects bids from the freelancing websites and how much we had earn from the projects. * Projects are delivering according to the deadlines. * Rating of clients for our own product. * Feedback of the clients will be evaluated for the company. * Pick good suggestions of the clients, employees and partners to build our product more efficient and useful. * Evaluate the competitors work and make plans to achieve the better positions in the market. * After every six months or one year make the employees growth with the company’s growth.

Summary:
Imperial web Technologies is a software company that deals with the Websites development, Windows applications, Web Portals, Mobile applications and other projects in different technologies. We believe to build strong relations with client and provide excellent quality in work. We will target first to niche market of the New Zealand. This company will help the niche market to be computerized. As the company is new in the market we will provide the low cost software development provide the free maintenance for six months. We will provide the technical support to our customers so that they will never find any difficulty while implementing the software.
In the New Zealand there are no such small companies that handled the niche market and small projects. Companies have their own products and they basically deals with the big projects. So it’s beneficial for us for the company growth. Moreover, we will deals with the freelancing projects i.e. online projects. There are many online clients who demand good companies as they can develop software for them.
The major centers of the software development in New Zealand are Auckland (51%), Wellington (22.5%), and Christchurch (11.7%). With the above ratio of the software development we have a great opportunity to set up our company.

Reference : http://www.workhere.co.nz/industry/software-development/about http://www.workhere.co.nz/companies?company_industry=2 http://www.workhere.co.nz/company/spark-new-zealand/about-us http://www.stats.govt.nz/browse_for_stats/businesses/business_growth_and_innovation/ict-use-business-characteristics.aspx http://www.canstar.co.nz/business-banking/kiwis-are-entrepreneurs/ http://www.ehow.com/about_5549050_swot-analysis-software.html

Appendix:

Appendix 1: Entrepreneurs in New Zealand by Sex and Age Group

Appendix 2: Growth done by Business with the help of software using internet

Appendix 3: Entrepreneur Detail in New Zealand for year 2012