2. The overall cost to install, operate, and maintain the system

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1 TO: Dr. James T. Kenny FROM: Selsa Carmona SUBJECT: Marketing 335 Pre-call Planning Guide DATE: November 5, 2013 Prospect Information Firm/Prospect name: São Paulo State Governor Contact Name: Geraldo Alckmin Web site: Phone: (11) (PABX) (11) Address: Palácio dos Bandeirantes Av. Morumbi 4500 CEP São Paulo - SP Buying criterion. What variables would a BUYER use to evaluate this product/service? 1. Time it takes to build and install the Skytran Transportation system 2. The overall cost to install, operate, and maintain the system 3. How safe it is 4. It s long term durability 5. The system s ability to accommodate large number of users during peak traffic hours Primary Competitors (for sales rep) 1. Companhia Paulista de Trens Metropolitanos CPTM (Paulista Company of Metropolitan Trains) 2. Companhia do Metropolitano de São Paulo Metrô (São Paulo Metropolitan Company) MKTG Pre-call Planning Guide Page 1

2 Provide a demographic profile of the ideal customer for your product/service: Large urban cities with high population density. Users of SkyTran transportation will need to be literate and have access to a computer, tablet, and/or smart phone in order to obtain a vehicle. Current Buying Situation: new task buying situation Sales Call Objectives Primary: 1. To set up a meeting with São Paulo s secretary of transportation (Jurandir F. Ribeiro Fernandes) within a week of initial call 2. To get Jurandir F. Ribeiro Fernandes to set up a meeting with other members of the Department of Metropolitan Transport. This should take place within two to three weeks of the initial meeting with Mr. Fernandes. Minimum: 1. the Secretary of Transportation and have him agree to read the SkyTran supplementary information that I will send. Then, have a follow up call two days from initial contact to answer any questions and provide more information. 2. When contacting the Secretary of Transportation, ask the receptionist if she can provide me with the complete Pitu 2025 report for the São Paulo municipality. This information can be obtained in just a few minutes via . Optimistic: 1. To secure a date for the São Paulo s secretary of transportation and committee members to come visit the NASA Ames Research Center to view the Skytran s test track sometime within the next three months Secondary: 1. Try to obtain permission to attend a Secretaries of Transportation Meeting to get more information on current transportation problems and situations. An invitation to attend should be obtained before the end of the month. MKTG Pre-call Planning Guide Page 2

3 Pre-call Planning List or explain the four biggest problems or issues you believe can solve for your buyer: 1. The current rail system too small to accommodate São Paulo s commuters 2. Setting up a Skytran system will be substantially less expensive than expanding the subway lines of the Metrô system 3. SkyTran will help reduce the amount of pollutants emitted into São Paulo s air because more people will have an energy efficient point-to-point alternative instead of cars 4. It is difficult to find space for new rail construction in São Paulo. Sales Call Question 1. Buying Problem/Issue number One: Population size 1. Who are your commuter rail service providers? 2. How many people can commuter trains transport per hour? 1. Are you concerned that the small rail network will create longer commute time for users? 2. Are you happy with the commuter rail service providers ability to accommodate São Paulo s growing population? 1. Will the city loose revenue due to commuters choosing alternative transportation to avoid the long travel cost? MKTG Pre-call Planning Guide Page 3

4 2. Is the small rail network causing significant travel congestion? 1. If I could offer an additional transportation system that provides non-stop point to point commute, would you be interested in hearing more about SkyTran? 2 If I could help you significantly reduce travel congestion by providing a vehicle that can move 14,000 people per hour, at a travel rate of 150 mph, would you be interested? 2. Buying Problem/Issue number Two: Expense of building and operating new Metrô or CPTM rails 1. Are you considering expanding your current commuter rail network? 2. How much will an expansion to the current rail cost? 1. Are you concerned about the amount of funds it will cost to expand and/or build new rail lines for your current network? 2. Are you aware of the up-keep and maintenance cost for the current commuter rail network and how much it will cost if the network was expanded? 1. Will the expansion of the current rail network cause the city to accumulate substantial debt? 2. Will the additional cost to maintain the new rail system cause an increase in taxes for São Paulo residents? 1. If I could offer a transportation system that can be built significantly less than an expansion to the current rail system, and operates without public subsidies would you be interested? 2. If I could offer a transportation system that requires minimal maintenance would you be interested? MKTG Pre-call Planning Guide Page 4

5 3. Buying Problem/Issue number Three: Air pollution 1. What was the total automobile fuel consumption in São Paulo in the past year? 2. What was the total atmospheric pollution for the past year? 1. Are you concerned about São Paulo air quality? 2. Are you concerned with the city s lack of environmental-friendly methods of transportation? 1. Will the air quality lead to major health problems and cause residents to move out of the city? 2. Will the lack of environmentally friendly transportation cause you to rely heavily on fossil fuels, which can cause irreversible damage to the environment when used? 1. If I could offer a transportation system that carries a minimal carbon footprint and is non-polluting would you be interested? 2. If I could recommend a transportation system that runs using magnetic levitation powered by solar panels would be interested in knowing more about SkyTran? 4. Buying Problem/Issue number Four: Space 1. How long is the commuter rail track? 2. How large is São Paulo metropolitan area? 1. Are you concerned that the rail network is not large enough to reach all 39 of São Paulo s municipalities? MKTG Pre-call Planning Guide Page 5

6 2. Are you concerned about the space a rail service expansion will take up? 1. Will the rail networks inability to reach all 39 municipalities cause more people to use automobiles for travel, which will lead to lengthy traffic jams? 2. Will an expansion of the rail network cause São Paulo demolish major infrastructure in order to find room for more rail tracks? 1. If I could offer a transportation system with elevated guide ways above existing sidewalks and does not require a lot of space would you be interested? 2. If I could offer you a transportation system with several terminals along the track so that you do not have to walk more that ¼ of a mile to get to your destination once you exit the vehicle would you be interested? MKTG Pre-call Planning Guide Page 6