MyEtimecard

Client: VendorVer’s app MyETimeCard
logo and tag
Background:

VendorVer is a start-up founded by two guys named David and Trevor – owners of a small janitorial business that mostly serves hospitals and office buildings out of Morro Bay, Ca. They were having trouble keeping track of employee hours, making sure employees were compliant with meal breaks and being honest with where they were and what they were accomplishing on their task list. They looked for time and attendance apps already on the market but nothing really fit exactly what they wanted/needed, so they decided to create their own: MyEtimecard. After telling other local small business owners about the app, they realized there was a demand in the market for moving from “paper” time sheets to intuitive technology-based time sheets, so they decided to turn their app into a business. While the app is still currently in production, they have asked me to help develop communication and marketing tactics for a successful launch of MyEtimecard.

SWOTS:
  • strengths:
    • App originally developed out of necessity for a business
    • Found a niche in the market that sets them apart
    • Small, dedicated, and experienced team
    • Extensive first-hand experience with deployment
    • VC interest & mentorship
    • Can test product internally and with All Ways Clean
    • Internally funded – not reliant on funds from outside people or organizations
  • Weaknesses:
    • New to market
    • No pre-established customer base
    • Team is not centrally located
    • Internally funded – if anything happens, funds will dry up
  • Opportunities
    • Very large market for Saas Time and Attendance
    • Demand is increasing as economy continues to grow and jobs are increasing
    • Under-served customer base
    • Interest from local businesses to be Beta testers
    • Interest from large VC investors
  • Threats
    • Competition is growing quickly
    • TSheets (main competitor) is well-known in the SaaS T&A industry, since they basically created the market, and they are highly regarded and have been in business for approximately 10 years
    • TSheets CEO has been in tech industry with large companies for majority of his career.
    • Main competitors are well established
    • According to surveys, employees don’t tend to like GPS tracking
  • Strategic Implications
    • Based on competitor and market research and SWOT analysis, it is in the best interest of VendorVer to develop an all-inclusive communications and marketing strategy to launch MyEtimeCard into the SaaS T&A market. Utilizing the PESO model to cross-reference and reach all possible target consumers will allow for high awareness of the product at launch. Utilizing and implementing feedback from beta users will allow us to promote user-interface and customer-service experience at launch. Furthermore, focusing on the elements of the app that make it stand out from the competitors while exemplifying how the app will bring employees, managers and client closer together.
Communication Goal: Build audience awareness of myEtimecard at launch
Audience:
  • Small Business Owners or individual Contractors, Employees who are mobile in field
    • Still relying on paper time sheets
    • 40+ years old
    • Typically male, although many office managers typically female
    • Operates in Central Coast
Messages:
  • “No more paper time sheets”
  • “MyEtimecard is the most reliable resource among all time and attendance methods because it is easy to use, ensures compliance and saves you money.”
  • “MyEtimeCard will strengthen the relationships between Employees, Managers and their customers”
Strategies:
  • Use digital media tactics to build presence and raise awareness online
  • Develop traditional materials for grassroots launch
Tactics: