Praeda Management Systems Inc. Case Report

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Praeda Management Systems Inc. Case Re Executive Summary Praeda Management System Inc. (PMSI) is faced with pressing operational and financial issues. PMSI’s ongoing cash flow problem, coupled with its highly leveraged position at $2.5 million of debt relative to $350,000 of annual revenue, calls for immediate action by newly acquired CEO Paul Paoletto and the existing management team. PMSI’s core product InCharge is deemed to be a value adding software that has garnered positive reviews from its existing users. However, the issue at hand lies in the marketability of InCharge as PMSI struggles to increase adoption rate from Police Departments, Justice Services and other components of the Justice System. It is recommended that PMSI engage in a direct sales-oriented marketing campaign focusing on Police Departments within Ontario to secure immediate revenue growth, while taking a different approach in conveying InCharge’s value proposition. PMSI’s four new sales representatives will focus on value add via policing efficiency and potential resources reallocation as opposed to cost savings in order to avoid incentive misalignment from potential government budget cuts. PMSI will implement a marketing strategy based on demonstrating the policing efficiencies that InCharge can offer, allowing the police officers to focus on serving and protecting the community, rather than the cost efficiencies derived by InCharge. By hiring four sales representatives, PMSI will reach 58 municipal police departments by September 2004 to begin the sales process. After capturing 45% of the Ontario market, this strategy will yield a three-year cumulative profit of $837,000. . 1 Situation Analysis Praeda Management Systems Inc. (PMSI) has developed software called InCharge that serves as a bridge between police record management systems and the courts in order

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