Our largest clients know as much about running their business as we do and there’s not much sense in attempting to market to them in general terms or to educate them in general terms. If they’re succeeding at an enterprise level, they have software that works for them and industry knowledge. The way to win their loyalty is, instead, via meeting some needs that we don’t quite meet at present. In my experience working with the Enterprise team on the Enterprise sales document I learned, for instance, that our reporting capabilities are not quite up to scratch for some of the CIOs and E-level staff. While we might be able to report on certain statistics for each location individually, we might not be able to combine the data. Walt Handloser was building custom reports for a time, but there may be other ways to meet some of these custom needs.
One project I have in mind for the future—as a former professor—is to get CalPoly more integrated in MINDBODY. It would be risky to have students toying with deeper levels of the software, but engineering students may—for instance—be able to create programs that generate custom API calls for customized reports. A program like this could create a win-win relationship, wherein CalPoly students get applied practice that meets business needs while MINDBODY subscribers get custom reports and MINDBODY gets increased subscriber satisfaction. I realize this would be a large undertaking, but the idea felt aspirational enough to be appropriate for my final concept in this part of the assignment.