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Expo LeadTrack

Product Overview

Expo LeadTrack was a mobile app created for sales representatives to collect potential leads' information, demonstrate products and services, and follow up with leads in a timely manner. The app provides real-time data on lead interactions and sales performance to help sales reps prioritize their follow-up efforts, while sales managers can monitor their team's performance and provide coaching and support. Marketing teams can also use the app to measure the ROI of exhibitions and events and optimize their marketing strategies

Motivation

As a strategist deeply engaged in the analysis of exhibition data, my motivation to develop this product was fueled by the valuable insights we gleaned from a thorough analysis of post-expo lead conversion. The analysis was to identify the key metrics that influence the rate of converting leads into customers following the expo. Through this comprehensive analysis, a critical finding emerged: an astonishing 50% of leads were lost if not engaged within a week after the expo. This revelation highlighted the paramount importance of timely follow-up in mitigating lead attrition and maximizing conversion rates. Inspired by this pivotal insight, our product development efforts are focused on minimizing lead loss and optimizing lead conversion, empowering businesses to capitalize on their expo-generated leads effectively.

Value Proposition

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Increase Lead Conversion Rate

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Accurate ROI Calculation

Customer Segmentation

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Sales Representative

Sales Manager

Marketing Manager

Persona 1 - Sales Representative

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Dylan

Sales Representative

Pain Points

  • We grapple with the difficulty of managing and organizing customer information, which limits our visibility into customer interactions and the sales pipeline. This hampers our ability to gain comprehensive insights, make informed decisions, and effectively nurture customer relationships for successful sales growth.

  • Time-consuming note-taking deprives us of valuable opportunities to engage with more leads and maximize our productivity.

Current Solutions

  • Uses spreadsheets and emails to track customer details, along with a combination of messaging and phone calls for communication.

  • Jots down notes manually and then manually enters them into the CRM system.

Expected Solutions

  • Expects an intuitive customer management tool that streamlines data entry and administrative tasks.

  • Looks for integration with communication channels and automation features to improve efficiency.

  • Seeks a centralized platform that provides a holistic view of customer interactions, tasks, and sales pipeline.

Persona 2 - Sales Manager

Lisa

Sales Manager

Pain Points

  • When it comes to effectively managing and tracking the performance of our sales reps, we find ourselves grappling in the dark. It's tough to get a clear view of their effectiveness and identify areas where they might be facing hurdles, making it challenging to take proactive action and keep the sales process running smoothly.

  • Pinpointing bottlenecks in the sales process feels like searching for a needle in a haystack. We need better insights to uncover where things are getting stuck and optimize our strategies to drive efficiency and success.

Current Solutions

  • Relies on manual tracking and reporting through spreadsheets.

  • Uses email and meetings to communicate with sales reps.

  • Relies on individual updates from sales reps for performance tracking.

Expected Solutions

  • Expects a sales analytics and reporting tool to gain insights into team performance and identify areas for improvement.

  • Seeks a system with sales pipeline visibility and forecasting capabilities.

  • Expects a communication platform that enables easy collaboration and provides real-time updates on sales activities.

Persona 3 - Marketing Manager

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Sarah

Marketing Manager

Pain Points

  • It's frustrating when we can't accurately track and analyze how visitors interact and what interests them in real-time. This makes it tough to adjust our strategies on the spot and create follow-up plans that actually work to convert leads.

  • And let's talk about the numbers – without precise data and a clear understanding of visitor behaviors, it's like we're shooting in the dark when it comes to evaluating our strategy and calculating the event's ROI. We need solid insights to know if we're hitting the mark or just spinning our wheels.

Current Solutions​

  • Uses basic data collection methods, such as forms for visitors to fill out or manual entry of visitor information, which can be time-consuming and prone to errors.

  • Relies on sales team to proactively report whether clients who place orders acquired from the expo, which can be subjective and unreliable. 

Expected Solutions

  • Expects a real-time analytics platform that tracks visitor behaviors and interests during the event.

  • Implementing a tool that includes source tagging to track client acquisition sources accurately and enable accurate ROI calculation.

User Journey Roadmap

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User Story & Acceptance Criteria

Sales Reps Story 1

As a sales representative, I want to efficiently record lead information, so that the assigned salesperson can effectively follow up and increase customer conversion rates.

Functionality

  • The application will enable sales representatives to gather comprehensive information on potential leads during exhibitions, including their contact details, company information, and specific requests. The form will be designed to integrate recording, camera, and sketch boards, allowing sales reps to capture lead information quickly and accurately.

  • The app should allow sales reps to save incomplete records as drafts. This feature would assist them in keeping track of which records require further attention and completion, thus ensuring that no record is overlooked or forgotten.

  • The application should provide sales representatives with the capability to upload lead records to the cloud, either individually or in bulk. This ensures flexibility and convenience in managing and organizing lead information.

  • If the sales team modifies a record on their device and uploads it to the cloud, the updated record should overwrite the existing cloud record to ensure that the most recent and accurate information is stored in the cloud.

Usability

  • Each record should be able to be uploaded within 1 sec.​

Reliability

  • Each record should be able to be uploaded within 1 sec.​

Sales Reps Story 2

As a sales representative, I want to effectively share marketing materials with clients at exhibitions, so that I can assist clients in making informed decisions and increase future business opportunities.

Functionality

  • The app shall enable sales reps to share electronic exhibition materials displayed in the app at an exhibition with clients through airdrop, email, or social media platforms such as WeChat, WhatsApp, Line, and Skype.

  • The app provides sales reps with access to the company's information hub so that sales reps can easily retrieve product information beyond the scope of the exhibition.

Usability

  • To ensure a seamless and efficient exhibition experience, it's critical that all materials, including videos, PDFs, and images, can be downloaded with a single click and downloaded in their entirety within a maximum of 20 minutes. This feature will allow sales reps to quickly and easily access all necessary information without being slowed down by slow download speeds, saving them valuable time and effort.

Sales Reps Story 3

As a sales representative, I want to easily coordinate with labs and factories for sample requests and visits, so that I can provide a seamless experience and build long-term relationships with potential customers.

Functionality

  • The app shall enable sales representatives to send sample requests and arrange factory visits for potential leads instantly.

Sales Reps Story 4

As a sales representative, I want to track and manage exhibition leads efficiently, so that I can promptly follow up with potential customers, ensuring no missed opportunities.

Functionality

  • The app shall provide an efficient digital workflow to help sales reps follow up on leads in a timely manner or respond to lead's requests instantly.

  • To ensure data confidentiality and limit access to only relevant information for their job responsibilities, sales representatives are authorized to view only the records they created and the records of leads assigned to them by their manager for follow-up. 

  • The user shall be able to log in to their account from any device and have access to their synced data.

  • The app allows sales reps to transfer assigned lead records directly to the CRM system when following up with potential clients, so that the need to manually create new accounts for each lead is eliminated. This streamlines the transfer process, ensuring all lead follow-up activities are well-tracked, and ultimately improving the efficiency and accuracy of the sales process.

Sales Reps Story 5

As a sales representative, I want the ability to provide clients with a ballpark price during our initial discussions, along with the potential lead time for their orders so that I can set realistic expectations, facilitate further discussions and negotiations, and provide clients with important information regarding the timeframe for product delivery.

Functionality

  • The app should allow sales representatives to input basic product information, such as product type, quantity, and any known specifications.

  • The app should accommodate various product types and allow sales representatives to select the appropriate category.

  • The app should generate an estimated ballpark price based on the provided information, considering the impact of quantity or MOQ on the pricing.

  • The ballpark price estimation should be presented as a range, taking into account potential variations based on specific requirements or customization.

  • The range should encompass the lowest and highest possible prices, providing the client with an understanding of the pricing spectrum.

  • The app should also provide an estimated lead time for the client's order, indicating the timeframe for product delivery.

  • Sales representatives should be able to input relevant factors that influence lead time, such as production time, shipping duration, or any other processing requirements.

  • The lead time estimation should be displayed alongside the ballpark price, ensuring clear visibility for the client.​

Usability

  • The estimation should be displayed in a clear and concise format that is easy to communicate to the client

Sales Manager Story 1

As a sales manager, I want an effective lead assignment mechanism, so that I can allocate leads to sales reps efficiently, considering their skills, experience, and workload.

Functionality

  • The app shall enable sales managers to assign leads to sales reps.

  • The app shall provide a notification system to alert sales managers of new leads or changes in lead status.

  • Follow-up reminders and notifications should be reliable and sent in a timely manner to sales representatives.

Sales Manager Story 2

As a sales manager, I want an effective lead-tracking mechanism, so that I can evaluate sales performance, optimize our strategy, and secure resources for future growth.

Functionality

  • The app shall provide updates on the number of leads collected by each sales representative.

  • The app shall enable sales managers to view the leads' information collected by each sales representative.

  • The app shall enable sales managers to track the status of leads' follow-up activities.

  • The app shall provide a dashboard to show the overall performance (such as sales order received) of the sales team during an exhibition.

  • The app shall allow sales managers to export the collected data for further analysis and reporting.

Usability

  • The dashboard and analytics should present data in a visually appealing and understandable manner.

Marketing Manager Story 1

As a marketing team member, I want to upload and maintain exhibition materials on our app, so that our sales team can easily access and present them, enhancing engagement with potential clients.

Functionality

  • The app allows marketing teams to upload and maintain all relevant exhibition materials such as brochures, electronic company introductions, and product introductions onto the app's backend, so that the materials are readily available and can be easily presented through the app during the exhibition.​

Usability

  • Sales representatives and marketing team members should be able to easily search and retrieve lead information, marketing materials, and event data within the application.

Marketing Manager Story 2

As a marketing manager, I want to measure the ROI of our exhibition, so that I can optimize our financial expenditure and improve our customer conversion rate.

Functionality

  • The app shall allow marketing teams to set up a unique tag for exhibitions and the app will automatically tag each record. By tagging each record with the exhibition they were acquired from, the marketing team can gather valuable insights about the success of each exhibition. For example, they can calculate the ROI for each exhibition and determine which exhibitions were most effective in generating leads and sales.

Overall

Usability

  • The app shall be easy to navigate and require minimal training for users to understand its functionality and use.

Reliability

  • The application should consistently and accurately capture, store, and retrieve lead information, marketing materials, and event data without any data loss or corruption.

  • The product demonstration feature should work seamlessly, without crashes, freezes, or data inconsistencies.

  • The quotation feature should accurately calculate prices based on client-specific rules and maintain a reliable quotation history.

  • The app shall have an uptime of at least 99.9%.

  • The app shall have a minimum time to fix any issues of 24 hours.

  • The app shall be able to recover all data in case of a system failure.

Performance

  • The application should have fast response times (low latency) for lead information capture, product demonstration, and data retrieval.

  • The app should handle high lead volumes during exhibitions and support concurrent usage by multiple sales representatives without performance degradation.

  • The application should scale effectively to accommodate the growing number of leads, users, and marketing materials.

Supportability

  • The application should be well-documented, providing comprehensive user guides and FAQs.

  • The system shall be easily configurable for different exhibitions.

  • The app shall be compatible with the latest versions of iOS operating systems.

  • The app shall be easily upgraded to new versions without losing any data.

  • The app shall be able to be installed and updated remotely.

  • The app shall have a user manual accessible from the app itself.

  • The app shall have technical support available to troubleshoot any issues that arise during the exhibition period.

  • Regular software updates and bug fixes should be delivered in a timely manner.

Potential Risks & Mitigation Plans

Business Risks

Poor User Adoption Rate

Mitigation Plan: Provide comprehensive training to employees on app usage and benefits, and incentivize early adoption through rewards and recognition programs.

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Lack of Executive Support to Secure Necessary Resources

Mitigation Plan: Clearly communicate the benefits and potential ROI of the app to executive stakeholders, and ensure that the app aligns with the company's overall goals and strategies.

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Resistance to Change

Mitigation Plan: Work closely with users to identify pain points and address concerns, and provide regular updates on the benefits and successes of the app to build support.

Technical Risks

Integration challenges with existing systems

Mitigation Plan: Conduct thorough testing and quality assurance to ensure that the app integrates seamlessly with existing systems, and provide documentation and support to troubleshoot integration issues.

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Data security breaches

Mitigation Plan: Implement strict security protocols to safeguard sensitive data, including encryption, firewalls, and regular monitoring, and ensure that all employees are trained on security best practices.

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Technical glitches or downtime

Mitigation Plan: Conduct regular maintenance and testing to prevent technical issues, and have a dedicated team ready to quickly respond and resolve any issues that arise.

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Performance and Usability Challenges in Edge Locations

Mitigation Plan:Leverage edge computing services and Content Delivery Networks (CDNs) to optimize performance in edge locations, incorporate offline functionality and localization, provide comprehensive user support and training, regularly gather user feedback, and form local partnerships to enhance the technical infrastructure and user experience.

Features need to be created

Marketing Material Upload and Event Tagging

  • Event Tagging System

  • Marketing Material Upload Interface

  • Event Analytics Integration

Lead Information Capture

  • Lead Information Capture Form

  • Business Card Scanning

  • Voice-to-text Input

Lead Assignment

  • Drag-and-Drop Assignment Interface

  • Lead Reassignment

  • Criteria-Based Auto Delegation

  • Assignment Notification for Sales Reps

  • Comprehensive Lead Interaction Record

Follow-up Tools

  • Follow-up Notifications

  • Email Template

  • Smart Calendar Integration

Instant Action Suite

  • Factory Visit Request

  • Sample Request

  • Deep Dive Product Session Request

Product & Service Demonstration

  • Digital Brochure

  • Interactive Demos

  • Sharing Capabilities

Live Performance Insight

  • Analytics Dashboard

  • Real-time Lead Journey Monitor

Instant Pricing Estimation Tool

  • Ingredient Cost Database

  • Dynamic Formulation Cost Estimation

  • Automated Quote Generation

  • Quote History and Tracking

Feature Prioritization

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Product Roadmap

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System Design

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Product Markup

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Product Metrics

North Star

Lead Conversion Rate

The lead conversion rate is our North Star Metric, representing our primary motivation to enhance post-exhibition lead follow-up and prevent lead loss. While A/B testing is typically crucial for validating product impact, its feasibility in the ODM business model is constrained by the longer lead-to-client conversion time. Lengthy A/B testing could delay app adoption and result in missed conversion opportunities. Therefore, we employ alternative approaches such as Historical Comparison, Segmented Analysis, and User Feedback to assess the effectiveness of our app. These methods provide valuable insights without impeding app adoption and allow us to optimize conversions effectively.

Product Launch Roadmap

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2023 © Jessie Chia Hsuan Lee

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