Acquisition project | ServiceDeskAI
For product demo purpose, you can use these credentials if required:
Username: aman@futurepath.ai / password: 12345678
Elevator Pitch:
Is your business struggling with slow IT support and constant tech issues, making it tough to keep up in today’s fast-moving digital world?
ServiceDeskAI changes the game. Our smart, AI-driven platform makes IT support fast and efficient, automating fixes and spotting problems before they happen. This means your IT team can do more than just keep up; they can lead the way in tech support, turning challenges into opportunities. With ServiceDeskAI, join businesses at the forefront, enjoying smoother operations and happier users. It’s time for a change, and ServiceDeskAI is here to lead it.
Is ServiceDeskAI ready to acquire users?
Who are the ServiceDesk users?
Our ideal users are service desk agents and agencies in medium- to large enterprises
Problems faced by our ideal customers:
- Problems faced by Service Desk Agents:
- Inefficient Issue Resolution Processes:
Lack of automation in sorting, prioritizing, and routing tickets forces agents to spend significant time on administrative tasks instead of focusing on resolving user issues, reducing overall productivity. - Limited Access to Knowledge Resources:
Agents sometimes struggle to find relevant information quickly due to outdated or disorganized knowledge bases, making it difficult to provide accurate and timely solutions. - Inadequate Training and Support:
New or less experienced agents often feel underprepared to handle complex queries, leading to inconsistent service levels and a reliance on more experienced team members, which can create bottlenecks. - Burnout and High Turnover Rates:
The high-pressure environment, coupled with repetitive tasks and customer frustration, can lead to burnout, resulting in high turnover rates and the constant need to hire and train new staff.
- Inefficient Issue Resolution Processes:
- Problems faced by Agencies:
- Challenges in Meeting Service Level Agreements (SLAs):
Agencies frequently struggle to meet the expectations set in SLAs due to the aforementioned issues, leading to client dissatisfaction and potential loss of business. - Ineffective Use of Data for Improvement:
There's often a gap in collecting and analyzing performance data in a way that leads to actionable insights, hindering the continuous improvement of service desk operations. - High Operational Cost for maintaining and training IT service Desk Agents
Agencies often have to assign a significant portion of their budget into maintaining their service desks and training their agents to ensure smooth services.
- Challenges in Meeting Service Level Agreements (SLAs):
So here, we can split our ICPs into
End Users/Agents in an agency who we will be solving for
| ICP 1 | ICP 2 | ICP 3 | ICP |
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ICP Name: | Vikram | Sandeep | Dheeraj | Vinay |
Persona Position: | IT Support Analyst | IT Service Desk Manager | IT Director | Chief Information Officer (CIO) |
Age | 24-34 years | 30-45 years | 35-50 years | 40-55 years |
Organizational Goals: |
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Role Priorities |
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Role in Buying Process | Influencer; | Key decision-maker or influencer, often initiates the search for new solutions and evaluates them before making a recommendation or decision. | Primary decision-maker, often approves purchases and strategic vendor relationships. | Final approver of significant technology investments and strategic initiatives. |
Reporting Structure | Reports to an IT Manager or directly to a business owner in smaller organizations. | Reports to the Director of IT or CTO. | Reports directly to the CTO or CEO. | Reports to the CEO. |
Preferred Channels |
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Products Used in Workplace: |
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Where They Spend Time |
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Pain Points: |
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Current Solution: | Leverages a mix of basic IT tools and manual processes, often stretching resources thin to meet demands but always on the lookout for efficient, scalable solutions like ServiceDeskAI to enhance capabilities and efficiency. | Utilizing a combination of manual processes and basic ITSM tools that lack the capability to automate or provide intelligent insights, leading to inefficiencies and delays in service delivery. | Relying on a mix of advanced ITSM tools and custom solutions but lacking a unified, AI-driven platform that provides actionable insights and analytics. |
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Prioritising these ICPs
Vikram - IT Support Analyst
- Influencer behaviour: Actual users of the product, whose endorsement can drive grassroots support and influence higher-ups based on firsthand benefits.
- Blocker behaviour: No direct purchasing power; convincing them requires an additional step to translate end-user support into a purchase
Sandeep - IT Service Desk Manager
- Influencer behaviour: Directly experiences operational inefficiencies, likely to advocate for solutions that offer immediate improvements.
- Blocker behaviour: May lack final decision-making authority and might not be able to influence broader strategic IT investments.
Dhiraj - IT Director
- Influencer behaviour: Holds strategic oversight and the authority to make larger scale implementation decisions, getting best tools as per organizational goals.
- Blocker behaviour: May prioritize strategic over operational tools, potentially overlooking solutions perceived as too tactical.
Vinay - CIO
- Influencer behaviour: Final decision-maker for significant IT investments, capable of approving solutions that align with long-term vision and strategy.
- Blocker behaviour: Hard to access and convince due to their high position and broader focus, which may not prioritize day-to-day operational tools.
Although service desk AI has been translating from PMF to Early staging stage, as we acquire more businesses, our marketing pitch for each of them will significantly depend on the type of business they run and cater to their services.
Given the influencer and buyer behaviour, the prioritization for targeting should ideally balance immediate influence and decision-making authority, here is how we can prioritise:
- IT Service Desk Manager
- These managers directly experience the operational inefficiencies our solution addresses. By targeting them first, we’re engaging with individuals who can quickly perceive the value of ServiceDeskAI, potentially becoming strong internal advocates for its adoption due to the direct impact on their day-to-day operations.
- These managers directly experience the operational inefficiencies our solution addresses. By targeting them first, we’re engaging with individuals who can quickly perceive the value of ServiceDeskAI, potentially becoming strong internal advocates for its adoption due to the direct impact on their day-to-day operations.
- IT Director
- They have the authority to decide on broader implementations and can assess the strategic benefits of your solution beyond its operational impact. Convincing IT Directors requires demonstrating how ServiceDeskAI aligns with the organization's IT strategy and objectives.
- They have the authority to decide on broader implementations and can assess the strategic benefits of your solution beyond its operational impact. Convincing IT Directors requires demonstrating how ServiceDeskAI aligns with the organization's IT strategy and objectives.
- IT Support Analyst
- Although they’re end users and directly benefit from our solution, prioritizing them after managers and directors leverages established internal interest and managerial support, making adoption smoother..
- Although they’re end users and directly benefit from our solution, prioritizing them after managers and directors leverages established internal interest and managerial support, making adoption smoother..
- CIO
- CIOs make the final call on significant IT investments and are crucial for securing large-scale adoption and strategic integration of new technologies. Approaching the CIO after gaining support from operational and mid-level strategic roles ensures that there’s a comprehensive narrative about the benefits and strategic fit of ServiceDeskAI within the organization.
Business ICPs that can get us to our end ICPs
| Consulting firm | System integrator | Managed Service Providers | Independent Software Vendor |
|---|---|---|---|---|
ICP Name: | Vikram | Sandeep | Dheeraj | Vinay |
Persona Position: | IT Consultant at Accenture | Systems Integration Specialist at IBM | Director at Congnizant | Product Manager at Salesforce |
Age | 30-45 years | 35-50 years | 35-50 years | 28-40 years |
Organizational Goals: |
| To deliver seamless, efficient IT systems integration services that streamline operations and support clients' growth and digital transformation initiatives. |
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Role Priorities |
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Role in Buying Process | Influencer; provides expert recommendations to clients about which IT solutions to implement. | Decision-maker for selecting tools and platforms that facilitate efficient systems integration. | Key decision-maker for new technology acquisitions and partnerships. | Key decision-maker for partnerships and integrations that can enhance their software offerings. |
Reporting Structure | Reports to Consulting Manager or Director. | Reports to the Head of Integration Services or CTO. | Reports to the board of directors or is the primary decision-maker in the organization. | Reports to the CEO/CXO. |
Preferred Channels |
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Products Used in Workplace: |
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Where They Spend Time |
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Pain Points: |
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Current Solution: | Leverages a combination of industry knowledge, client feedback, and research to recommend IT solutions but lacks a go-to innovative tool that consistently delivers across diverse client scenarios. | Employs a variety of integration tools and methodologies but seeks more innovative, AI-driven solutions to enhance integration capabilities and offer clients more advanced, predictive insights. | Relying on a mix of traditional IT management tools and manual processes, which may not fully meet the growing demands of their clients or provide the level of automation and predictive analytics they seek. | Utilizes a mix of internal development efforts and third-party integrations to enhance product offerings but is always on the lookout for innovative solutions that can provide a competitive advantage and open up new opportunities. |
TAM/SAM/SOM
- Total Addressable Market (TAM): $5 billion. (the overall global demand for IT service management solutions, including every potential customer across all industries and regions that could benefit from such solutions.)
- Serviceable Available Market (SAM): $2 billion. (the segment of the TAM that ServiceDeskAI is currently equipped to target and serve, taking into account its product capabilities, geographic reach, and the specific needs of medium to large enterprises in sectors like technology, finance, and healthcare.)
- Serviceable Obtainable Market (SOM): $100 million. ( the portion of the SAM that ServiceDeskAI aims to capture in the near to medium term, considering its competitive positioning, marketing strategies, and sales efforts, as well as existing market competition.)
Acquisition Channel:
Channel | Cost | Flexibility | Effort | Speed | Scale | |
|---|---|---|---|---|---|---|
Organic | Low - Medium | High | High | low | Medium | |
Content Loop | Low | High | High | low | High | |
Referral/ Partner | Medium | Medium | Medium | Medium | Medium-High | |
Paid ADs | High | High | Medium | High | High | |
Product Integrations | High | Low | High | Low - Medium | Medium |
✅ Organic - Consider one of the ICPs ( IT Service Desk Manager) spends time heavily in researching the best ITSM solutions and practices.
✅ Referral/ Paramount - These channels offer cost-effective scalability and can leverage existing relationships for quicker wins. It’s especially useful in the B2B space where trust and reliability are paramount.
✅ Content Loop - This can be considered as a long term channel for growth and can be coupled with other acquisition channels for faster acquisition.
✅ Paid Ads - This provide the speed and scale necessary to quickly test markets, messages, and gather immediate feedback, crucial for a product in the market-fit stage.
❌ Product Integrations - This can be considered a strategic, long-term channel, valuable for embedding ServiceDeskAI within essential ecosystems but requiring more upfront investment and time to develop, so can skip for now.
Out of above 4 selected, Given the need for a balance of cost-effectiveness, speed, and the potential for quality lead generation, Referral / Partner programs initially seems most advantageous for ServiceDeskAI.
Referral/partner program leverages existing networks that can introduce our product to a wider audience quickly and is particularly effective in our B2B space for reasons such as:
- Trust: Partnerships with reputable firms can transfer their credibility to our product, overcoming barriers to entry that new players often face.
- Speed: Partners already have the relationships and sales channels in place, allowing for faster customer acquisition compared to building a content audience from scratch.
- Feedback: Working closely with partners can provide rapid, actionable feedback on our product from a diverse customer base.
- Resources: We can leverage partners' resources in marketing and sales, allowing you to focus on product development and customer support.
- CAC: Costs are more variable and tied to actual sales, reducing the risk of upfront marketing expenditures that don't yield returns.
Experiment 1 : Referral/Partner program:
Brag Worthy Features:
- Never misses a detail with Realtime Transcription - integrates easily with call/all the meeting platforms
- communication clarity and record-keeping efficiency with POST CALL ANALYSIS, far beyond what others thought was possible in service desk management
- Realtime Suggestions using transcript:
- Thus reducing the training costs, an agency puts into training their Service desk agents,.
- Effortless Efficiency with One-click ticket creation:
- Turns tedious ticketing process into a moment of magic; something that liberates unmatched operational efficiency.
Who will we ask for partnership/referral (Business ICPs) and their respective currencies:
- IT Consulting Firms
- For Ex: Deloitte, Accenture,
- Currency: Access to exclusive data insights into IT trends could help them advise their clients more effectively and strengthen their position as industry experts. - Managed Service Providers
- For Ex: Congnizant
- Currencly: Cash incentives depending on the number od deals they brings on the cap table. - Systems Integrators
- For Ex: IBM Global Services, Capgemini.
- Currency: They might value access to exclusive data insights for creating more integrated, forward-thinking solutions that cater to complex IT landscapes. - Independent Software Vendors
- For Ex: Salesforce, Adobe, or niche software creators like AppDynamics.
- Currency: Additional software features which allows them to offer a more robust suite to customers.
Target Partners:
Since we are in early scaling phase, the priority should be on partners who can:
- Reach the broadest relevant audience quickly.
- Understand and communicate the value of ServiceDeskAI effectively.
- Drive not just one-time sales but foster long-term customer relationships.
Given these criteria, Managed Service Providers are well-positioned for the following reasons:
- They have existing relationships with a wide array of businesses that trust their recommendations.
- MSPs understand their clients' ongoing operational needs and can position ServiceDeskAI as a continuous value-adding service.
- They can incorporate ServiceDeskAI into their broader service packages, providing an integrated solution for clients.
Referral program discovery:
Initial Email Campaign
- Target We use a segmented email list to reach decision-makers at these MSPs who are already familiar with or have shown interest in ITSM solutions.
- Content: The email communicates the value proposition of ServiceDeskAI and the benefits of joining the partner program. It includes success stories (for eg of Congnizant solving for Johnson and Johnson using ServiceDeskAI) or case studies, demonstrating how MSPs can solve their clients' pain points with ServiceDeskAI.
- CTA: Direct them to a landing page where they can sign up for the referral program or schedule a call/demo to learn more.
Landing Page awareness:
Interactive Dashboard Notification
- Upon their next login to ServiceDeskAI (which they will to ensure smooth workflow for their clients) , a non-intrusive but noticeable notification should pop up, inviting them to join the referral program.
- Include a straightforward way for MSPs to access the referral program directly
- We add an + Add more clients and unlock powerful insights above the existing clients a MSP has.
How will referees share the referral link and what will the invite look like ?
Dear Vishwaraj,
I hope this email finds you well.
As a trusted partner in managing and optimizing your IT services, we at Cognizant are continually on the lookout for innovative solutions that can bring about significant enhancements to your operations.
We are excited to introduce ServiceDeskAI – a revolutionary tool designed to streamline IT support and anticipate your needs before they become issues.
Why ServiceDeskAI?
Predictive Technology: Utilizes AI to identify and address IT challenges proactively, ensuring minimal downtime for your business.
Enhanced Efficiency: Automates routine tasks, freeing up our team to focus on strategic initiatives that drive your business forward.
Data-Driven Insights: Offers powerful analytics that help us make informed decisions about your IT environment, ensuring it remains robust and agile.
ServiceDeskAI aligns perfectly with our commitment to delivering exceptional service quality and value. It represents the next step in our journey together, one where your IT infrastructure becomes a powerhouse of productivity and reliability.
Exclusive Offer for Our Valued Clients
We believe in the transformative potential of ServiceDeskAI so much that we're providing an exclusive offer to get you started: 20% off on yearly subscription
Next Steps
Interested in learning how ServiceDeskAI can benefit your business? Let's schedule a demo at your convenience. Simply reply to this email, or give us a call at aman@cognizant.com
We are here to support you every step of the way as we implement this exciting new addition to our IT service suite.
Thank you for trusting Cognizant to be your partner in IT excellence. We look forward to continuing to serve your needs and exceed your expectations.
Warm regards,
How will partners track their referrals?
On partnering with a team, they will be sent a claim reward mail, and 
the reward being:
- This reward can also be viewed by:
- Log in to your ServiceDeskAI Partner Portal.
- Navigate to the 'Rewards' section in your Users > dashboard.
- Click on the 'Redeem' button to unlock your insights package.
- Start exploring the data and strategies designed to catapult your MSP business to new heights.
How will we encourage partners to continue referring
We keep our referral program incentive in such a manner that it excalates partners engagements
- Tier 1: Getting Started (2 Referrals)
- Reward: Trending Insights Package
- Partners who make 2 successful referrals receive exclusive access to a 'Trending Insights Package', which includes data-driven market analysis and emerging trends in IT service management.
- The insights are designed to help MSPs stay ahead of the curve, offering valuable information that can be used to advise their clients and improve their service offerings.
- Tier 2: Growth Partner (10 Referrals)
- Reward: Early Access and custom deal pass
- At 10 successful referrals, partners are upgraded to 'Growth Partner' status, unlocking early access to new features and services from ServiceDeskAI.
- Work with partners to create custom deals and promotions that they can offer exclusively to their clients.
- Tier 3: Premier Partner (50 Referrals)
- Reward: Trip to Alaska
- Reaching 50 successful referrals elevates partners to 'Premier Partner' status, and they are rewarded with a trip to Alaska.
- This high-value reward serves as a significant milestone and a tangible thank you for their substantial contributions to expanding ServiceDeskAI’s reach.
Experiment 2 : Content Loop
For our content loop experiment, we can pickup the platform, where our ICPs send most of the time i.e. Medium
Here's a structured plan:
- Elements of Content Loop:
- Hook: Interesting IT service management insights, case studies, or cutting-edge AI trends that attract readers.
- Leverage both in-house writers and industry experts willing to share their experiences and knowledge on Medium.
- Medium articles are distributed through Medium’s own algorithm, which recommends articles to readers based on their interests and engagement, but since our ICPs send substantial amount of time on reading articles on Medium on similar topics, our article should be able to reach them.
- Our primary objective:
- To engage IT professionals and decision-makers, encouraging them to read and share insightful content about IT service management.
- Encourage content creation from the user base, creating a community-driven content ecosystem.
- The CONTENT
- We plan to come up with a series of articles focusing on the impact of AI on IT operations,
- challenges in service desk management, and how predictive analytics can transform IT support.
Sample Content: Medium Article
- Distribution
- Medium SEO: Utilize Medium’s SEO capabilities by optimizing articles with relevant keywords, tags, and high-quality content that Medium is likely to recommend.
- Cross-Promotion: Share our Medium articles on other social platforms like LinkedIn and Twitter to increase visibility.
- Measuring Succes
- Engagement Metrics: Track views, reads, claps, and comments on each Medium post to get engagement.
- Sharing Metrics: Monitor the number of shares each article receives across social platforms.
- Content Creation Metrics: Count how many users are inspired to create their own content as a result of our Medium articles.
The Flow is simple:
-> User discovers content on Medium
-> User reads and engages with the content
-> CTA prompts the user to just share / comment
-> shared content reaches a new audience, creating a new loop
-> It finally reaches the target MSPs/ICPs and they contact us to learn more about this.
Experiment 3: Paid Add Campaigns on Linkedin
For LinkedIn, we'll focus on IT Managers and Directors who are most likely to benefit from ServiceDeskAI. They typically work in medium to large enterprises and are active on LinkedIn for industry news and professional networking.
Audience Selection on LinkedIn
- Job Titles: IT Manager, IT Director, CTO
- Industry: Technology, Finance, Healthcare (or other industries heavily reliant on IT)
- Company Size: Medium to Large enterprises (500+ employees)
- Seniority: Manager, Director, VP, C-level
- Interests: IT Service Management, AI, Tech Innovation
Product Market Fit Consideration
- Region: regions with a high concentration of tech companies and a known readiness to adopt AI solutions, such as Bangalore, Hyderabad.
- Industry Relevance: Target industries where IT service desks play a crucial role in day-to-day operations.
Creative Strategy
Marketing Pitch:
"Revolutionize Your IT Service Desk with AI-Powered Predictive Support. Say goodbye to downtime and hello to unparalleled efficiency with ServiceDeskAI."
Marketing Pitch for ICP:
For IT Managers: "Empower your team to stay ahead with ServiceDeskAI — where AI meets proactive IT management."Call-To-Action (CTA): 'Learn More' leading to a landing page tailored for LinkedIn leads.
For IT Directors: "Lead the way in IT innovation with ServiceDeskAI's predictive support, and watch your team's efficiency soar."
Linkedin Ad Creatives
Launching a Sponsored Content for broad reach and Message Ads for direct engagement.
(CTA): 'See More' leading to a landing page tailored for LinkedIn leads.
Monitoring and Adjusting the Campaign
- Performance Metrics: Track Click-Through Rates (CTR), Lead Generation Rates, and Conversion Rates.
- Budget Allocation: Since our LTV is high, we can play around for a while untill CAC crosses a threshold of 10000$ ( estimated obo lead generation that a partner can get us)
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