Business Plan

Buildup Customer Relationship Management (CRM) Model at Small Construction Software

Company

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ITM395.SF1
1.0Executive Summary

2.0 Analysis of the Company

2.1 Company History

2.2 Strategies, Metrics, Mission, and Vision 5

2.3 Business Drivers

2.5 Product Delivery

3.0 SWOT Analysis 9

3.1 Strengths

3.2Weaknesses

3.3 Opportunities9
3.4 Threats

10

4.0 Business value-5 Pillars

10

4.1 Revenues and Costs10

4.2 Risk Analysis 10
4.3 Sensitivity Analysis 11
4.4 Financial Analysis

11

4.5 IT Governance

11

5.0 Market and Competitor Comparative Analysis

5.1 Industry Environmental Scan
5.2.1 iSqFT

13

12

12

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5.2.2 PlanGrid 13
5.2.3 BuilderTREND

14

5.2.4 Xactimate

14

6.0Operating Plans 15
6.1 Value Analysis
6.1.1 Major Benefits

15
15

6.2 Risk Analysis 16

6.3 Process value analysis (Outsourcing)

17

6.4 Key assumptions and options analysis 17

6.5 Leadership Style

18

6.6 Organization Chart 19

6.7 IT Governance Plan 19
7.1 Operating Expense Budget and Capital Budget
7.2 ROI (Return on Investment)
7.3 Profit and Loss Statement 21
8.0Conclusion
References 24

23

21

20

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1.0Executive Summary
This business plan presents a CRM that eases the mode of interaction
between an American construction software company and its customers. The
American company has a collaborative deal with a Chinese company, and
the main trigger of the investment is the desire to share information in an
organized and structured a way for it to thrive in the market. The CRM aims
at cementing the relationship of the company with its local customers before
going global. The CRM offers a unified approach to dealing with the
customers, it reduces the operational costs, increases efficiency, reduces the
company's risk of extinction, and increases customer satisfaction and
retention. The CRM to be implemented contains a suggestion box, online
system of payment and online support framework and module. Furthermore,
the CRM will be easy to use, safe, convenient, secure and cheap. The first
part of the business plan provides the analysis of the company and the
second part offers market and competitor analysis. The third part offers the
operational plans for marketing, manufacturing and departmental plans
whereas the fourth part offers the financial analysis. The last part offers a
.conclusion that is the summary of the business plan

2.0 Analysis of the Company

2.1 Company History

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This paper provides a business plan for a small American construction
software company that is based in the USA. The construction software
company has merged with Chinese collaborators in a bid to serve a wide
customer base. The company has been helping the local customers to carry
out their activities through the technological platform. In other words, the
company offers software solutions to the IT problems of their companies. The
company's objective has been to help the clients with IT solutions with the
problems. The company aims at establishing an effective CRM (Customer
Relationship Management) system to help it in cementing its space in the
local business before expanding in China. The objective of the merger is to
.make many profits and to expand into the Chinese market
The company's CRM system offers a platform that helps in the management
of construction activities. The platforms are crucial in streamlining
communication between the organization and the customers thus it
improves the company's operational workflows and manages the issues that
impact on the schedules and costs of the construction projects. The company
has optimized its mobile app to give easy and quick access fit the facilities
engineers, superintendents, and supervisors in the field. Furthermore, the
company's web application offers a convenient access to computer browsers
.to the project managers
2.2 Strategies, Metrics, Mission, and Vision

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The company's vision is to ensure that the CRM is integrated totally into the
company's systems and to ensure that work in the company is stable. The
mission of the merger is to strengthen the relationship between China and
USA through the CRM system. Furthermore, the company aims at achieving
its goal by making sure that the CRM systems work is functional. The
companys strategy focuses on incorporating a CRM in the current IT system.
The metrics used to measure the companys success include revenues,
operational costs, market share, customer satisfaction levels, and customer
.retention rates
2.3 Business Drivers
The first driver that inspires the investment in the construction software is
the capacity to put together external spreadsheets, silos of information and
multiple manual systems that are created in organizations as the projects
become complex. For the construction companies to sustain their
profitability, they ought to have a timely and accurate understanding of the
progress of their current projects. The construction software will ensure that
all the critical construction processes are put under one system, and this
encompasses plant management, accounting, document control, project
.costing and project forecasting

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The CRM will ensure that the critical data is integrated into a single place,
and this will offer a single version of information that can offer reliable
information that is offered to customers. The CRM offers information that is
accurate and timely to the customers, and this improves the manner in
which the customers make their decisions. Another driver behind the
investment is that it enhances the reporting and forecasting capacity of the
organization. The CRM system reduces the problems associated with data
integrity and the reliance on the ad-hoc decision making. Furthermore, the
system will lower the work-around processes thus, it will free up the
.valuable resources of an organization (Nguyen & Mutum, 2012)

The company has greatly influenced by the desire to offer IT solutions to the
companies that operate in the construction industry. The company must
develop a reliable and effective CRM system for it to deliver its mandate. The
CRM requires the merged businesses to come up with a good structure of
internal communication that will enhance its relations and communications
.with the clients

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Since the company has landed on a collaborative deal with a Chinese
corporation, it will be very important for it to improve its communication
system by introducing the CRM (Kirchmer, 2012). Arguably, the merger
between the two companies requires the two organizations to share
information in an organized and structured way. The joint sharing of
information will ensure that the two companies grow together. Besides, the
CRM will help the company to establish a reliable CRM that will improve its
local operations before launching them in China. Essentially, the two
companies will streamline their platform of communication in a bid to serve
all the customers in a diligent way. Furthermore, the CRM will ensure that
both the domestic and Chinese customers are served fashionably (Verhoef &
.Lemon, 2013)

Business Model 2.4

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The Hilti Business model is a depiction of how the construction software
company runs its affairs. The company maintains its freedom and
independence to decide its future by providing sustainable services and
values. The company's core purpose is to offer guidance on the process of
making decisions at the organization. The team members at the organization
play a crucial role in the attainment of the company's objectives, and the
company's strategy offers a framework for achieving competitive and
sustainable advantages. By the company's in-depth knowledge about the
requirements of the customers, it identifies their needs and offers valueadding and differentiated solutions to them. The software, products, and
services are offered to the company's services through seamless processes
.(Rettig, 2013)
The company measures its processes by assessing its impact on the
environment, customers, the society, team members, suppliers, and
partners. The company analyzes the factors that lead to deviations from the
anticipated results using structured feedback loops. The company addresses
the issues with the require discipline, attention and urgency in a bid to get
back to the right path towards sustainable success. Figure 1 below provides
.the company's business model

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Figure 1: Business Model

Source: (Hilti.com, 2015)

2.5 Product Delivery

The software will be delivered through the companys website. It will be
downloaded by clients through Android, IMac, Ipad, PC and Windows devices.
The main elements of the CRM will include an online support framework and
.module, a suggestion box and an online payment system

3.0 SWOT Analysis

3.1 Strengths

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First and foremost, the company has strong skills in project management,
and its array of expertise and projects is diversified. Secondly, the hours
spent top get project information when using the companys software are
few. Notably, the companys CRM resolves and prevents project bottlenecks
thus it hastens the process of completing a project. Furthermore, the CRM
reduces risks and guarantees high quality by aiding in the installation of up
to date information during coordinated meetings. The CRM increases the
competitiveness of the company in the construction industry. Moreover, it
reduces the costs that are incurred in the building life cycles by using an
intuitive and simple management solution (Trainor, Andzulis, Rapp &
.Agnihotri, 2014)
Strength

Opportunities

Array of expertise and diversified

Ease to leverage current operations

project

by introducing new divisions

Fewer type spent on search for

information
Highly reduced risk
Weaknesses

Threats

Slowdown due to focus on China and

Constant change in customer

USA

preference

Inadequate marketing skills

Hard economic times

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3.2Weaknesses
The company may be vulnerable to a slowdown because it only focuses on
USA and China markets only. In addition, the company lacks the major
marketing skills, and this may put it at a comparative disadvantage (Ernst,
.Hoyer, Krafft, & Krieger, 2011)

3.3 Opportunities
The company has viable opportunities to leverage its existing operations by
introducing new divisions. Accordingly, it will be in a position to handle more
.work and to serve additional clients (Wang & Feng, 2012)
3.4 Threats
The company may face uncontrollable threats that may be fueled by hard
economic times such as industry slowdowns. There are other external threats
that may increase the company's internal weaknesses. To illustrate, there are
customers that may treat the construction software like something they can
buy from internet sites by taking advantage of technology. Subsequently, the
profit margins of the company will reduce. Notably, the changing customer
preferences may threaten the growth of the company (Akrous, Dahiyat,
.Gharaibeh & Abu-Lail, 2011)

4.0 Business value-5 Pillars

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4.1 Revenues and Costs
Revenue is the first pillar that relates to the merging of the two businesses.
Increased revenues will imply that the company will reduce the operational
costs and increase their efficiency. It is noteworthy that the merged
companies will invest in various skills, resources and talents to earn high
revenues. The payback period for the initial outlay of the business is likely to
be two years. It means that during the two years the business will not earn
high returns/profits. However, by the end of the second year, the merged
.company will realize returns from the invested resources
4.2 Risk Analysis
Risk analysis is an essential pillar that accounts for the payback component.
As such it considers uncertainty and the laxity period. It is not mandatory
that the merging entities should honest in their endeavors but after some
.time, the goodwill and honesty invested in the merger should pay back
4.3 Sensitivity Analysis
Sensitivity analysis is conveniently used to show the extent to which the
assumptions may fail to materialize as anticipated. Accordingly, the payback
period for any mistake/mishap ought to be one year for the merger to gauge
the progress of its business. Subsequently, the business will assess its
direction after one year by considering the initial predictions. Accordingly,
.the payback duration for the sensitivity analysis should be one year
4.4 Financial Analysis

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The financial analysis pillar is very critical because it shows the number of
years it would take the investment to recoup its initial investment. The
financial analysis of the CRM project indicates that the feasibility study costs
will be realized, and the initial investment of $1000,000 will also be
.recovered by the end of the first financial year
4.5 IT Governance
Markedly, the IT governance pillar is very critical, and its payback should not
exceed six months. In other words, the merger should experience
smoothness and blending of its operations by the sixth month. The
smoothness will enable the business to operate systematically hence the
business conditions and rules in USA and China should be smooth and clear
after six months. Furthermore, there should not be any bureaucratic
.components at that duration

5.0 Market and Competitor Comparative Analysis

5.1 Industry Environmental Scan

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The construction industry is facing threats and high-end competition from all
around. As such, most businesses are looking for infrastructures to advance
their tasks and to improve their strengths. The players in the real estate
sector have tried to embrace the construction management software in a bid
to be agile and accuracy in their construction projects. Furthermore, the
construction software has helped the players in the industry to stay ahead
and to respond to the dynamic market appropriately (Robinson, Neeley &
.Williamson, 2011)

The construction software has seamlessly streamlined the construction

companies thus the companies have improved the manner in which they
respond to the dynamic industry. The number of businesses that uses the
construction software to automate their operations keeps increasing on a
daily basis. The construction software solutions enable the construction
managers to automate the construction operations by collaborating on one
platform and placing comprehensive management in their reach (Quinn &
.Strategy, 2013)

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The construction software identifies issues and uses analytics to eliminate
bottlenecks that are hard to deal with. The software solutions help managers
to apply methods that can promote swiftness in their operations. The
software offers inbuilt processes that are flexible thus the speed up the
critical aspects of construction such as material management; document
packages change orders and variations. Through the application of the
construction software, the managers view the real-time status reports and
automated processes. The advanced construction software offers secure and
central platforms that help in the management of the bidding process. The
construction software is engineered with industry experience and industry
input thus they are intuitive and smart to use (Garrido-Moreno & Padilla.Melndez, 2011)

The latest construction software automates the generation of maintenance

manuals and operations manuals to be used in the construction projects. The
software hastens the construction processes and eliminates the
incompleteness and hassles of the manual systems. The software solutions
play a role in the setting yup, operation, and management of the interface
.relationships without any problem (Wu & Lu, 2012)

Major Competitor Status in the Industry 5.2

5.2.1 iSqFT

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The iSqFt enables contractors of various sizes to bid in an effective way by
streamlining the process of preconstruction. The iSqFt address the
challenges that are faced by construction managers, general contractors,
and design-build firms because it is customizable and it brings all the facets
the contractors' bid process in one location. Since iSqFt is web-based, it
allows contractor and bidders to share information and it enables them to
track all the project information until it is completed. Furthermore, iSqFT
formats the documents that are uploaded at no extra costs. The iSqFt is
advantageous because it enables to access information on prequalification
.management in an easy way (ztaysi, Sezgin & Fahri, 2011)
5.2.2 PlanGrid
PlanGrid offers web-based project management software that is utilized in
home building, real estate development, and engineering. Its prominent
features include facility management, photo management, redline tools and
document control. PlanGrid enables the users to collaborate on all projects
because all the updates in the buildings, construction plans, and drawings
are reflected in the master plan. The photos of the projected are tagged and
synced automatically in the system. The PlanGrid system can be accessed
from compatible devices such as Androids, PC, and iPads among others
because it is web-based. The cloud is used to back up data, and the data can
.be downloaded and exported from there (Pai, & Tu, 2011)
5.2.3 BuilderTREND

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BuilderTREND is construction software that is used by home remodelers and
builders. It combines service management, project scheduling, customer
management and project management in one suite. The system can be
viewed via a mobile device or computer, and it offers pre-sale tools such as
proposals, quick bids, and built-in CRM systems. The project management
tools provided by the system include time sheets, scheduling, and budgeting.
The customer management tools encompass payment processing, selection
management, change order and warranty processing. It is imperative to note
that the system integrates other important solutions such as Xero and
QuickBooks. The system offers unlimited support and training through the
Builder TREND University, BuilderTREND Learning Community and the 24/7
.help section (Bourne, 2012)
5.2.4 Xactimate

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Xactimate refers to a Web-based solution that can be applied on more than
one platform and it is helpful to the insurance adjustors and contractors.
Xactimate enables the users to send and receive assignments for valuations
and estimates to the staff, adjustors, and contractors. It has 3D tools that
enable the user to zoom in, zoom out, rotate and change colors on the
structure. Further, it integrates with Xactiware solutions that improve claim
performance and maximize efficiency. Xactimate can be used on Android and
Apple devices. The online and mobile platforms of the solution are integrated
fully to allow the transfer of data. Accordingly, the users capture the critical
estimates online through the Xactimate mobile. There are software updates
that update the Xactimate online and mobile platforms automatically. There
is a Xactware eService Center for every subscription that provides 24/7 chat
.support (Weske, 2012)

6.0Operating Plans
6.1 Value Analysis
6.1.1 Major Benefits

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The companys main desires are to reduce the operational costs and to
improve operational efficiency. Understandably, the symmetric collaboration
and merger will require the elimination of overlapping responsibilities and
redundancy. Practically, it will be logical to reduce the number of employees
whose job does not increase the overall profits and revenues. Accordingly, it
will be the organizations internal decisions to streamline the productivity
and efficiency of the individual employees in a bid to improve the overall
.outputs and efficiency of the company (Rababah, Mohd & Ibrahim, 2011)

The merger of the two companies will enable the companies to increase the
overall market share, and this will impact positively on the company's profits
and revenues. The company will strive to reach out to a big market share in
China and USA. The increased market share will lead to an increase the
revenues and profits of the two companies that will be shared with among
accordingly. Essentially, the pursuit of profits triggered the intended
collaboration between two companies. The companies will increase their
total revenues by merging their customer pull/ reach, talents, and energies
.(Kim, Eun, Dubinsky & Chaiy, 2012)

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Since the company is small in size, it faces the risk of prospective extinction
because the USA is the hub of inventions, innovations, and talent and
software development. It will be hard for the merged companies to make big
moves in the industry. The idea of merging a like-minded company will
reduce the chances of the company going into extinction. Since customers
are the ones who trigger businesses, the company will explore various ways
of satisfying and retaining them specifically through the CRM. Essentially, it
will be in the best interest of both firms to merge because they will create
synergy in their activities. The companies will merge their motivational
aspects, and this will help in training large numbers of customers. In addition
to that, the companies will complement each other, and this will help in
.minimizing their weaknesses (Coltman, Devinney & Midgley, 2011)

6.2 Risk Analysis

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The first risk that may face the merged company is dishonesty, and it may
arise when the two participants in the merger do not share information in an
open way but rather they choose to pursue their interests. The second risk
that may face the organization is poor communication among the two
merging companies. Poor communication may prevent the attainment of the
company's goals and objectives. Furthermore, poor communication may limit
the collaboration among the individual businesses. Markedly it will be difficult
to develop one collaborative culture because it will be operating in the
Chinese and the American cultures. In other words, the diverse cultures and
cultural dispositions will put the merge in a difficult position because the
employees and clients will be from different cultures (Drury, Conboy &
.Power, 2012)
6.3 Process value analysis (Outsourcing)
The company will outsource cloud computing services, the tracking of lien
waivers, overrun and on-time analysis of performance, the preparation of
financial reports, the establishment of operation metrics, the tracking of
.insurance certification and job cost analysis and tracking
6.4 Key assumptions and options analysis

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There are two major options that can be used to implement the CRM
software are the first one entails the overhaul of the companys IT system.
The second option entails the introduction a phase-out strategy that will
integrate the new software systematically from the current system. The
phase out strategy is recommended in this case because the overhaul
strategy may impact adversely on the stakeholders who may not be aware of
how it operates. Accordingly, the phase-out strategy will foster a smooth
transition that will create a proper platform for competent personnel to
handle the implementation of the CRM. Consequently, the overall
.performance of the organization will be enhanced

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The first key assumption during the implementation of the CRM is that the
implementation will take place at the earliest possible stage. In other words,
the small construction software firm will not ignore the prospective benefits
of the CRM software. The second assumption is that the CRM will be
elaborate by providing suggestion boxes, online payments system, and
online support system. The suggestion box will enable the company to rate
the CRM services, and to give their complaints concerning the services.
Another key assumption is that the IT changes will be introduced and
integrated into a consistent, paced and slow manner. As such, the focus will
be on improving the current IT state at the company. It will not be easy for
the company to launch abrupt changes and anticipate immediate returns.
The company will launch the online booking and payment systems alongside
the existing manual systems. Subsequently, the new system will phase out
the existing manual systems with time The CRM will be launched as a
.complementary platform to the existing system

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The last assumption is that the CRM will be easy to use, safe, convenient,
secure and cheap such that the customers and staff members can use it
without difficulty. The CRM will encourage collaboration between the staff
members and the customers. As such the safety of the CRM will be beyond
reproach. Moreover, the navigations and online support systems will be easy
to use, and they will not have any difficulties and hustles. More importantly,
the CRM will be available and convenient throughout the day, and the online
support system will be available throughout the guide new customers on how
.to use the CRM system
6.5 Leadership Style
The democratic style of leadership will be adopted to promote the success of
implementing the CRM. The democratic style of leadership will allow the
company employees and the customers to contribute their views on how to
improve the CRM. Further, it will foster long-term and collaborative
.relationships between the customers and the company
6.6 Organization Chart

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The BOD (Board of Directors) will be the senior most position in the
organization, and it will be followed by the CEO (Chief Executive Officer).
There will be the Chief Finance Officer, Delivery Program Directors, Sales and
marketing managers, Human Resource and Administration managers, and IT
manager below the CEO. Moreover, there will be software engineers and
software project managers that will report to the Delivery Program Directors.
There will be staff that will answer to the Hr and Admin manager, IT manager
and CFO respectively. The companys organizational chart is summarized in
.figure 1 below

Figure 1: Organizational Chart

/Source: https://s3corpcase.wordpress.com/company-overview
6.7 IT Governance Plan

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Arguably, the entity will be subjected to distinct IT rules and regulations in
USA and China. More importantly, the technological infrastructure of the
company will not be expected to contribute to extremism, terrorism and
other illegal activities that may interfere with the welfare of human beings.
The company will implement CRM software that will impact positively on the
.delivery of customer service
Financial Analysis 7.0
7.1 Operating Expense Budget and Capital Budget
The company's operating expenses for the first three years are summarized
.in Table 1 below
Table 1: Operating Expense Budget
Year 1

Year 2

Year 3

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Payroll

200,000

250,000

300,000

Payroll/Marketi 4,000
ng

4,000

4,000

Rent

50,000

50,000

50,000

Utilities

3,000

3,000

3,000

Insurance

1,000

1,000

1,000

Research and
Development

20,000

20,000

20,000

Website/Hostin 10,000
g services

12,000

14,000

Consultants

8,000

8,000

8,000

TOTAL
OPERATING
EXPENSES

296,000

348,000

400,000

.Table 2 below provides the companys capital budget

Table 2: Capital budget
Cost ($0

Date of
Purchase

Years of
Service

Salvage
Value ($)

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Facilities

200,0000

January
2017

20

2,000,000

Equipment

100,000

January
2017

10

Computer
Software/Hardwa
re

200,000

January
2017

Telecommunicati
ons

20,000

February
2017

1,000

Total

520,000

2,001,000

7.2 ROI (Return on Investment)

The returns on Investment ratios for the first three years are provided in
.Table 3 below
Table: Return on Investment
Year 1

Year 2

Year 3

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30
Net Profit

1,354,000

1,652,000

1,995,000

Total Assets

2,520,000

2,600,000

2,700,000

Return on
Investment: (Net
Profit/Total
Assets)

53.7%

63.5%

72%

7.3 Profit and Loss Statement

The company projected profit and loss statements are provided in Table 4
.below
Table 3: Projected Profit and Loss statements
Year 1 ($)

Year2 ($)

Year 3 ($)

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31
Sales

3,000,000

3,500,000

4,000,000

Cost of sales

700,000

800,000

900,000

Gross Margin

2,300,000

2,700,000

3,100,000

200,000

250,000

300,000

Payroll/Marketi 4,000
ng

4,000

4,000

Rent

50,000

50,000

50,000

Utilities

3,000

3,000

3,000

Insurance

1,000

1,000

1,000

Research and
Development

20,000

20,000

20,000

Website/Hostin 10,000
g services

12,000

14,000

Consultants

8,000

8,000

8,000

TOTAL
OPERATING
EXPENSES

296,000

348,000

400,000

Earnings
2,004,000
Before Tax and
Interest

2,352,000

2,700,000

Interest
Expense

Taxes

650,000

700,000

705,000

NET PROFIT

1,354,000

1,652,000

1,995,000

Net
Profit/Sales

45%

47%

49.75%

Expenses
Payroll

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32

8.0Conclusion
In a nutshell, this paper has provided a business plan that shows the
implementation of CRM software. The CRM will impact positively on the
company's capacity to retain customers and on the revenues. The merging of
the small construction software will widen the customer base of the two
companies. The CR\m will improve the customers' welfare as well. The
American construction software company has merged with a Chinese firm.
The company's mission is to integrate a new CRM in its IT systems for the
purpose of satisfying its customers better. The main driving force behind the
investment is the desire to share information withiest clients in a structured
and organized way. The company's business model encompasses people,
strategy, processes, and results. The main pillars of the CRM include
revenues and costs, risk analysis, sensitivity analysis, financial analysis, and
IT governance. The construction software has been embraced by most
players in the construction industry because it increases agility and accuracy
in the construction projects. The company's software is likely to face
competition from software such as iSqFt, PlanGrid, BuilderTREND, and
.Xactimate

BUSINESS PLAN
33

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