expanded profile - insights for marketing strategy 060713

1

Expanded Profile

AnalyticsMay 24, 2013

Approach: Identify most attractive group of clients then monitor for Trigger events, most associated with needing new financing

Internal Databases

• EU PQ Contracts

• PQ Population

• EU PQ Add’l Info

• PQ Apps

• EUPQ Activity All

Selection Criteria

• EQUIPMENT_COST

• Annual Sales

• PQ Amount

• PQ Remaining

• Commercial_credit_score

• Amount_Booked

• Equip._Financed

• total_sum

• Total_Mo._Booked

Most Attractive Clients

• EQUIPMENT_COST

• Annual Sales

• PQ Amount

• PQ Remaining

• commercial_credit_score

• Amount_Booked

• Equip._Financed

• total_sum

• Total_Mo._Booked

Selection of Clients by Industry Data

•SIC (Industry)

•Equipment Financed

•Line of Business

•State

•Equipment

•Manufacture

•Small Business Indicator

•Year Started

•Import/Export

•Public/Private

•Minority Owned

•# of Employees

•More To Follow

New Buildings

Changes in Leadership

Length of Lease

UCC Filings

Monitored

Trigger

Events

(Examples)

Over Time

9/8/2015 2Paste in actual from Spread sheet

A base of 11,748 customers (based on Financial Attributes) are defined as the “Sweet Spot” Customer

9/8/2015 3

D: 100k-150k 109 D: 100k-150k 2,073 C: 50-150k 21,762 D: 100k-150k 162 C: 11-15 5 C: 50-150k 2,927 A: less then 500 1,523

E: 150k-200k 20 E: 150k-200k 1,856 D: 150k-250k 4,228 E: 150k-200k 52 E: 21 + 1 D: 150k-250k 2,637 B: 501-560 844

F: 200k-250k 9 F: 200k-250k 2,229 E: 250k-1MM 43 F: 200k-250k 16 MISSING,0 47,125 E: 250k-1MM 9,090 2,367G: 250k-300k 3 MISSING,0 3,287 MISSING,0 3 G: 250k-300k 9 47,131 F: 1MM-1.25MM 1,078

H: 300k-500k 1 9,445 26,036 H: 300k-500k 11 G: 1.25MM-2.5MM 4,047

MISSING,0 10,090 I: 500k + 1 H: 2.5MM-10MM 5,418

10,232 251 I: 10MM + 2,860

MISSING,0 42,224

70,281

Total months

Booked over Time

Total Sales

Volume over Time

Sweet Spot Financial ProfileCommercial Credit

ScoreAm't Booked PQ Am't PQ Remaining

Total Sum Booked

over time

Integration of ROI Factors

Sweet Spot, Pre-

Attribute Screen

Below are the New Strategic Segments to employ a more sophisticated marketing strategy and the Marlin Business Rules which defined these Segments

9/8/2015 4

Source

File

EU PQ

Contracts

2013 PQ

Population

EU PQ Addl

Info

Marlin PQ

Apps

EUPQ Activity

Final # of

Records 91,772 70,582 70,832 111,537 123,660

From

(date)

Life to date on

70,582

Marketed to

in 1Q13

Marketed to

in 1Q13

Life to date

on 70,582

Life to date

on 123,660

As of As of 03 20131Q13

Population

1Q13

Population As of 03 2013 As of 03 2013

Rec'd by

IG04/18/13 03/25/03 04/18/13 05/03/13 03/28/13

Marlin Files

No Hope Little Potential Pot'l Sweet Spot Sweet Spot Total

2,113 166 1,253 1,120 4,652

6,572 1,831 14 1,349 9,766

984

70,599 10,980 9,180 8,037 98,796

69,109 10,925 13,482 11,748 105,264 Excludes Missing/Blank & Credit score below definition within each Segment

Excludes Missing & Blank - Cum. Credit scores

# of records with Missing & Blank across all elements determining Segments

Includes: Missing & Blank, Booked all status' except Declined, Cum. Credit Scores per segment

Includes: Missing & Blank, Booked all status' except Declined, all credit scores

Below is the Marlin Data and Criteria to determine the four Strategic segments

9/8/2015 5

Segments For

Strategy

Development

Amount Booked Total Sum PQ Amount Equip. Cost

Months w/

Marlin (Time in

Bus.)

Commer'l ScoreType of Location

(Bus. Status)Sales Vol.

Segment

Quantities

Little

PotentialB: 25k-50k, Missing,

Blank

B: 25k-50k, Missing,

Blank


Blank


BlankAll

A: less than 500

B: 501-560, Blank

Single location

business, BlankAll 10,925

C: 50-100k C: 50-100k C: 50-100k C: 50-100kA: less than 500

B: 501-560

B: Headquarters w/

branches

D: 100k-150k D: 100k-150k D: 100k-150k D: 100k-150k C: 560-600C: Branch location

reporting to HQ

Missing, Blank Missing, Blank E: 150k-200k E: 150k-200k D: 600-640 (blank)

Missing, Blank Missing, Blank (blank)

E: 150k-200k E: 150k-200k F: 200k-250k F: 200k-250k D: 75-100A: less than 500

B: 501-560HQ w/ branches F: 1MM-1.25MM

F: 200k-250k F: 200k-250k Missing, Blank G: 250k-300k E: 100+ C: 560-600 Missing, Blank G: 1.25MM-2.5MM

G: 250k-300k G: 250k-300k H: 300k-500k Missing, Blank D: 600-640 H: 2.5MM-10MM

H: 300k-500k H: 300k-500k Missing, Blank E: 640-700 I: 10MM +

Missing, Blank I: 500k + (blank) Missing, Blank

Missing, Blank

Total 105,264

Booked - All criteria 106,920

(1,656)

Missing, Blank - All criteria 984

(672)

All Segments

Difference

Segmentation Definition:

Sweet Spot 11,748

AllA: Less then 25k,

Missing, Blank

A: Less then 25k,

Missing, Blank

A: Less then 25k,

Missing, Blank

A: Less then 25k,

Missing, Blank

A: less then 500,

Blank

Single location

business, Blank

All

All

All

No hope

Potential

Sweet Spot13,482

69,109

Sales team still focused on easiest-to-convert, which are the least profitable

9/8/2015 6

CustomersCustomers

Contacted 2010 -

2012

Contact Rate %Applications 2010 -

2012Application Rate %

Booked Deals 2010 -

2013Net Conversion %

Segment No Hope 2010 -

2012 69,109 5,534 8% 5,492 99% 376 7% Little Potential

2010 - 2012 10,925 415 4% 412 99% 5,199 1262% Potential Sweet

Spot 2010 - 2012 13,482 2,185 16% 263 12% 196 75% Sweet Spot 2010 -

2012 11,748 1,908 16% 6 0% 6 100%

Total All Segments 105,264 10,042 10% 6,173 61% 5,777 94%

Missing, Blank 984 60,726 6171% 80,018 132% 46,515 58%Grand Total 106,248 70,768 67% 86,191 122% 52,292 61%

Population Performance

Too little sales effort to the 1 lease clients misses the lowest hanging fruit

9/8/2015 7

CustomersCustomers

Contacted 2010 -

2012



Booked Deals 2010 -

2013Net Conversion %

Segment No Hope 2010 -

2012 69,109 5,534 8% 5,492 99% 376 7%


Metric 2010 2011 2012

Distribution 1173 1930 2431

Metric Jan Feb Mar Apr May Jun

Distribution 392 382 510 452 479 522

Metric Jul Aug Sep Oct Nov Dec

Distribution 522 518 537 565 324 331

Metric CA TX FL NY PA NJ

Distribution 579 539 510 467 273 270

Metric GA IL NC MA OH MD

Distribution 242 172 165 163 142 117

Metric CO MI TN VA AL SC

Distribution 113 113 108 108 103 96

Metric CA TX FL NY PA NJ

Distribution 579 539 510 467 273 270

Metric GA IL NC MA OH MD

Distribution 242 172 165 163 142 117

Metric CO MI TN VA AL SC

Distribution 113 113 108 108 103 96

Metric Copiers

Restaurant

(General)

Telephone-non

internet Security Systems Computer Software Water Coolers

Distribution 1560 303 260 258 226 218

Metric CCTV Security SystemCommerce & Indus (Gen)Commercial CleaningAutomotive (General) Dishmachines Computer Hardware

Distribution 202 175 157 150 147 136

Metric No Yes (blank)


Metric A: Less then 25k B: 25k-50k C: 50-150k D: 150k-250k E: 250k-1MM F: 1MM-1.25MM

Distribution 7 72 701 437 519 13

Metric G: 1.25MM-2.5MM H: 2.5MM-10MM I: 10MM + MISSING,0

Distribution 42 27 7 3709

Booking

Month

State of PQ

State

Equip.

Financed

Manufacturing

Sales Volume

No Hope 2010 - 2012

Booking Year

Metric A: 1-25 B: 25-50 C: 50-75 D: 75-100 E: 100+

MISSING,0,Negativ

e

Distribution 4423 459 96 42 35 479

Metric B: 501-560 C: 560-600 D: 600-640 E: 640-700 F: 701-720 G: 720-780

Distribution 2 2 12 75 52 206

Metric H: 780 + (blank)

Distribution 117 5068

Metric

Distribution

Metric

Distribution

Metric A: 1-25 B: 25-50 MISSING,0


Metric N Y (blank)


Metric

A: This is a single

location business

B: Headquarters

location It has one

or more branch

C: Branch

locationn It

reports to a

headquarters l


Metric N Y (blank)


Metric Both Export Import (blank)


Public/Private

Import/Export

Time in Bus.

FICO

D&B Score

Employees

Small Business

Bus. Status

No Hope 2010 - 2012

9/8/2015 8

Metric 2010 2011 2012






Metric CA TX FL NY NJ PA


Metric GA MA MI TN IL VA


Metric MD NC AL WI CO MN


Metric CA TX FL NY NJ PA


Metric GA MA MI TN IL VA


Metric MD NC AL WI CO MN


Metric Copiers

Computer

Software

Telephone-

non internet

Healthcare

Surgical (Gen)

Restaurant

(General)

Commerce &

Indus (Gen)


Metric Computer Hard/Soft (Gen)Computer Hardware BrokerComputers with MonitorsSecurity SystemsHealthcare Diagnostic(Gen


Metric (blank) Yes No


Metric MISSING,0 E: 250k-1MM

G: 1.25MM-

2.5MM

H: 2.5MM-

10MM

F: 1MM-

1.25MM C: 50-150k

Distribution 223 75 41 41 12 10

Metric D: 150k-250k I: 10MM + 0 0


Booking Year

Booking

Month

State of PQ

State

Equip.

Financed

Manufacturin

g

Sales Volume

Little Potential 2010 - 2012Metric A: 1-25 B: 25-50 C: 50-75 D: 75-100 E: 100+

MISSING,0,Neg

ative


Metric B: 501-560 E: 640-700 F: 701-720 G: 720-780 H: 780 + (blank)


Metric 0 0

Distribution 0 0

Metric

Distribution

Metric

Distribution

Metric E: 100+ B: 25-50 D: 75-100

Distribution 0 81 0

Metric N Y (blank)


Metric

A: This is a

single location

business

B:

Headquarters

location It has

one or more

branch

C: Branch

locationn It

reports to a

headquarters l


Metric Public Private Blank




Import/Expor

t

FICO

D&B Score

Employees

Small

Business

Bus. Status

Public/Privat

e

Time in Bus.

Little Potential 2010 - 2012

CustomersCustomers

Contacted 2010 -

2012



Booked Deals 2010 -

2013

Net

Conversion %

Segment

Little Potential

2010 - 2012 10,925 415 4% 412 99% 5,199 1262%


9/8/2015 9

Metric 2010 2011 2012






Metric CA FL NY TX IL PA


Metric OH MI NJ GA IN VA


Metric CT DC MA AR IA ID


Metric CA NY FL TX PA NJ


Metric IL GA OH MI VA IN


Metric CT MN CO DC MA TN


Metric Copiers

Computer

Software

Computer

Hard/Soft (Gen)

Computer

Hardware

Telephone-non

internet

Restaurant

(General)


Metric Security SystemsCommerce & Indus (Gen) Broker Computers with MonitorsDental Implant Systems Fork Lift


Metric No Yes Blank


Metric

G: 1.25MM-

2.5MM

H: 2.5MM-

10MM I: 10MM + MISSING,0 0 0


Metric 0 0 0 0


Booking Year

Booking

Month

State of PQ

State

Equip.

Financed

Manufacturin

g

Sales Volume

Potential Sweet Spot 2010 - 2012Metric A: 1-25 B: 25-50 C: 50-75 D: 75-100 E: 100+ 0


Metric E: 640-700 (blank) 0 0 0 0


Metric 0 0

Distribution 0 0

Metric

Distribution

Metric

Distribution

Metric E: 100+ B: 25-50 D: 75-100


Metric N Y (blank)


Metric

A: This is a

single location

business

B: Headquarters

location It has

one or more

branch

C: Branch

locationn It

reports to a

headquarters l


Metric Public Private Blank




D&B Score

Employees

Small

Business

Bus. Status

Public/Private

Import/Export

Time in Bus.

FICO

Potential Sweet Spot 2010 - 2012

CustomersCustomers

Contacted 2010 -

2012



Booked Deals 2010 -

2013

Net

Conversion %

Segment Potential Sweet

Spot 2010 - 2012 13,482 2,185 16% 263 12% 196 75%


9/8/2015 10

Metric 2011 0 0

Distribution 0 0 0

Metric Dec 0 0 0 0 0


Metric 0 0 0 0 0 0


Metric NY 0 0 0 0 0


Metric 0 0 0 0 0 0


Metric 0 0 0 0 0 0


Metric 0 0 0 0 0 0


Metric 0 0 0 0 0 0


Metric 0 0 0 0 0 0


Metric

Computer

Software 0 0 0 0 0


Metric 0 0 0 0 0 0


Metric (blank) 0 0

Distribution 0 0 0

Metric MISSING,0 0 0 0 0 0


Metric 0 0 0 0


Booking

Month

State of PQ

State

Equip.

Financed

Manufacturing

Sales Volume

Sweet Spot 2010 - 2012

Booking Year

Metric D: 75-100 0 0 0 0 0


Metric (blank) 0 0 0 0 0


Metric 0 0

Distribution 0 0

Metric

Distribution

Metric

Distribution

Metric E: 100+ 0 0

Distribution 0 0 0

Metric (blank) 0 0

Distribution 0 0 0

Metric (blank) 0 0

Distribution 0 0 0

Metric (blank) 0 0

Distribution 0 0 0

Metric (blank) 0 0 0


Public/Private

Import/Export

Time in Bus.

FICO

D&B Score

Employees

Small Business

Bus. Status


CustomersCustomers

Contacted 2010 -

2012



Booked Deals 2010 -

2013

Net

Conversion %

Segment

Sweet Spot 2010 -

2012 11,748 1,908 16% 6 0% 6 100%


UCC filings are key to more productive prospecting

9/8/2015 11

SAS VARIABLE Description Field Name Description

F_AGN Duns Number FILING AGN (ENTITY)

System generated ID Number for each UCC filing. This is the means used to identify

unique filings. This field is generally used for D&B internal purposes and may have no

relevance for those outside of D&B. Also known as ENTITY number.

F_DATE State FILING DATE The date that the UCC lien was field with the state or county office. Format: ccyymmdd

F_STATEMENT_TYPE_CODEPhysical Zip FILING STATEMENT TYPE CODE ###########################################################################

F_EXPIRATION_DATE Mailing City FILING EXPIRATION DATE ccyymmdd

F_NUM Mailing State FILING NUMBER The filing number of the UCC document.

F_OFF_DUNS Mailing Zip +4 Extention FILING OFFICE D-U-N-S® NumberThe Data Universal Numbering System (D-U-N-S®) assigned to the jurisdiction office where

the filing was filed.

XREF_DATE Carrier Route Code XREF DATE The original filing date. Format is: ccyymmdd

XREF_NBR XREF-NUMBER The original filing number—ties back to original filing

SECP_SEQ National CodesSECURED PARTY SEQUENCE

NUMBER

Within a group of UCC filings, indicates the relative position of the selected secured party

to all other secured parties within the group.

ASSIGNEE_IND D&B State Code ASSIGNEE INDICATOR

Y = Yes if secured party is the assignee

Blank = Secured party (nothing indicating if secured party an assignee)

SECP_DUNS D&B City CodeSECURED PARTY D-U-N-S® NUMBER The D-U-N-S® Number of the secured party.

SECP_NAME D&B SMSA Code SECURED PARTY NAMEThe business name of the secured party. These names are not standardized (i.e.: AT&T

Capital Corporation my be listed several ways…AT&T Capital Corp., ATT Capital Corp.,

etc.)SECP_STREET Telephone Number SECURED PARTY STREET The street on which the secured party is located.

SECP_CITY SECURED PARTY CITY The city in which the secured party is located.

UCC Triggers

UCC filings are key to more productive prospecting

9/8/2015 12

SECP_STATE SECURED PARTY STATE The state in which the secured party is located.

SECP_ZIP SECURED PARTY ZIP The ZIP Code for the secured party’s location.

DEBT_SEQ DEBTOR SEQUENCE NUMBERWithin a group of UCC filings, indicates the relative position of the selected debtor party to

all other debtors within the group.

DMIFLAG DMI INDICATOR DMI Record Type (values 0,1,2) - blank if not on DMI

DEBT_DUNS DEBTOR D-U-N-S® NUMBER The D-U-N-S® Number of the debtor.

DEBT_NAME DEBTOR NAME The business name of the debtor.

DEBT_STREET Sales Volume DEBTOR STREET The street on which the debtor is located.

DEBT_CITY Code for Est/Range DEBTOR CITY The city in which the debtor is located.

DEBT_STATE Employees Total DEBTOR STATE The state in which the debtor is located.

DEBT_ZIP DEBTOR ZIP The ZIP Code for the debtor’s location.

(COLL01-COLL36) Code for Act/Range COLLATERAL CODES See code table.

(PREQ01-PREQ36) Employees HereCOLLATERAL CODES PRE-

QUALIFIERS

A code which indicates that there is additional information available regarding the

description of the collateral, preceded by:

1 = specified

2 = all

3 = leased

4 = various*

5 = certain*

* not used last 7 years

(POST01_POST36) Code for Act/RangeCOLLATERAL CODES POST-

QUALIFIERS

A code which indicates that there is additional information available regarding the

description of the collateral, followed by:

1 = and proceeds

2 = including proceeds and products

3 = and productsDT_ENTD Subsidiary Indicator DATE ENTERED Date Placed on D&B Database (populated from Mar04 update forward)

COLL_TYP Subsidiary Indicator COLLATERAL TYPE

The type of asset(s) used as collateral to secure the loan:

F = Fixed

C = Current

B = Both Fixed and Current (or collateral codes 11,23,35,99)

FILING_STATE Subsidiary Indicator STATE FILED Based on Courthouse DUNS lookup

UCC Triggers

The profile of our “Sweet Spot” customers can now be defined by external attributes, to know WHERE TO FOCUS our Marketing Tactics

Industry – Equipment – Line of Business – Business Status

9/8/2015 13

SIC (Industry) - Not all Shown Below Equipment Financed LOB State Business Status

Grand Total 2,367 % Grand Total 2,367 % Grand Total 2,367 % Grand Total 2,367 % Grand Total 2,367 %

(blank) 243 10.27% (blank) 1,836 77.6% (blank) 1,105 46.7% CA 519 21.9% (blank) 1,105 46.7%

ATTORNEYS 146 6.17% Copiers 173 7.3% Legal Services 90 3.8% TX 257 10.9% A: This is a single location business812 34.3%

INSURANCE 45 1.90% Water Coolers 71 3.0% New Used Car Dlrs 34 1.4% IL 179 7.6% B: Headquarters location It has one or more branch314 13.3%

PHYSICIANS & SURGEONS EQUIP & SUPLS-MFRS 36 1.52% Broker 42 1.8% Engineering Svcs 29 1.2% NY 172 7.3% C: Branch location It reports to a headquarters l136 5.7%

ELEMENTARY AND SECONDARY SCHOOLS 31 1.31% Computer Software 30 1.3% Insurance Agnts Sv27 1.1% PA 159 6.7%

ACCOUNTANTS 26 1.10% Telephone-non internet 25 1.1% Mngmnt Cnsltng Svcs23 1.0% MA 107 4.5%

AUTOMOBILE BODY-REPAIRING & PAINTING 25 1.06% Security Systems 23 1.0% Ofcs Clns of Mdl D 21 0.9% NC 103 4.4%

ADVERTISING-AGENCIES & COUNSELORS 24 1.01% CCTV Security System 20 0.8% Elmntry Scndry Scl 20 0.8% NJ 102 4.3%

ARCHITECTS 21 0.89% Commerce & Indus (Gen) 19 0.8% Eqpt Rntl Lsing N 20 0.8% AZ 84 3.5%

RESTAURANTS 21 0.89% Message On-Hold System 19 0.8% Acctng Audtng Bkp18 0.8% VA 84 3.5%

EXECUTIVE OFFICES 19 0.80% Computer Hardware 17 0.7% Misc Rtl Strs Nec 18 0.8% GA 65 2.7%

INDIVIDUAL AND FAMILY SOCIAL SERVICES 19 0.80% Commercial Cleaning 10 0.4% Indl McHnry Eqpt 17 0.7% OH 63 2.7%

RELIGIOUS ORGANIZATIONS 18 0.76% Computer Hard/Soft (Gen) 8 0.3% Architectural Svcs 16 0.7% CT 58 2.5%

BUSINESS MANAGEMENT CONSULTANTS 10 0.42% Musical Instruments 2 0.1% Plbng Htng Air-Co 11 0.5% MN 12 0.5%

PHYSICIANS & SURGEONS EQUIP & SUPLS-WHLS 10 0.42% Other C&I 2 0.1% Bldng Maint Svc Ne10 0.4% UT 11 0.5%

BOAT DEALERS SALES & SERVICE 9 0.38% Security Systems(General) 2 0.1% Eating Places 10 0.4% AL 10 0.4%

COLLEGES, UNIVERSITIES, AND PROFESSIONAL 9 0.38% Sound Systems 2 0.1% Industrial Supplies10 0.4% CO 10 0.4%

CONTRACTORS-EQUIPMENT & SUPLS-RENTING 9 0.38% Automotive (General) 1 0.0% Boat Dealers 9 0.4% NM 9 0.4%

COPYING & DUPLICATING MACHINES & SUPLS 9 0.38% Copier - Used 1 0.0% Farm Garden Machnr9 0.4% OR 9 0.4%

ENGINEERS-CIVIL 9 0.38% Dictation 1 0.0% Home Hlth Care Svcs9 0.4% TN 9 0.4%

HOME HEALTH SERVICE 9 0.38% Dishmachines 1 0.0% Repair Svcs Nec 9 0.4% RI 8 0.3%

AUTOMOBILE PARTS & SUPPLIES-RETAIL-NEW 8 0.34% Fire Suppression 1 0.0% Sklld Nrsng Cr Fclt 9 0.4% AR 6 0.3%

BUILDING CLEANING AND MAINTENANCE SERVIC 8 0.34% Fitness 1 0.0% Spcl Trd Cntrs Nec 9 0.4% IN 6 0.3%

COMPUTER SERVICES 8 0.34% Healthcare Therapy (Gen) 1 0.0% Srgl Mdcl Instrmnt 9 0.4% KS 4 0.2%

Sum of _FREQ_ Sum of _FREQ_ Sum of _FREQ_ Sum of _FREQ_ Sum of _FREQ_


State – Business Status – Equipment Value – Manufacturer – Bus. Type

9/8/2015 14

State Business Status Equipment Manufacturer Small Bus. Ind.


CA 519 21.9% (blank) 1,105 46.7% MISSING,0 1,831 77.4% (blank) 1,105 46.7% (blank) 1,105 46.7%

TX 257 10.9% A: This is a single location business812 34.3% A: Less then 25k 419 17.7% 1 1,012 42.8% Y 839 35.4%

IL 179 7.6% B: Headquarters location It has one or more branch314 13.3% B: 25k-50k 57 2.4% 0 250 10.6% N 423 17.9%

NY 172 7.3% C: Branch location It reports to a headquarters l136 5.7% C: 50-100k 37 1.6%

PA 159 6.7% D: 100k-150k 20 0.8%

MA 107 4.5% E: 150k-200k 2 0.1%

NC 103 4.4% F: 200k-250k 1 0.0%

NJ 102 4.3%

AZ 84 3.5%

VA 84 3.5%

GA 65 2.7%

OH 63 2.7%

CT 58 2.5%

MN 12 0.5%

UT 11 0.5%

AL 10 0.4%

CO 10 0.4%

NM 9 0.4%

OR 9 0.4%

TN 9 0.4%

RI 8 0.3%

AR 6 0.3%

IN 6 0.3%

KS 4 0.2%

Sum of _FREQ_ Sum of _FREQ_ Sum of _FREQ_ Sum of _FREQ_ Sum of _FREQ_


Yr. Started – Import/Export – Public/Private – Minority - # of Employees

9/8/2015 15

Yr Started Import / Export Public / Private Minority Owned # of Employees


MISSING,0 1,246 52.6% (blank) 2,209 93% N 1,237 52.3% (blank) 2,290 96.7% A: 1-25 800 33.8%

F: 1980-1990 318 13.4% Import 124 5% (blank) 1,105 46.7% MIN 77 3.3% E: 100+ 738 31.2%

G: 1990-2000 221 9.3% Both 25 1% Y 25 1.1% B: 25-50 390 16.5%

E: 1970-1980 218 9.2% Export 9 0% C: 50-75 235 9.9%

H: 2000-2010 100 4.2% D: 75-100 204 8.6%

B: 1900-1950 98 4.1%

D: 1960-1970 91 3.8%

C: 1950-1960 61 2.6%A: Older then 1900 10 0.4%

I: 2010 or newer (Incomplete)

Sum of _FREQ_Sum of _FREQ_Sum of _FREQ_ Sum of _FREQ_Sum of _FREQ_

Still too much effort with low return 2010 - 2012

9/8/2015 16

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contact

s

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Con

tacts

A: 1-5 3,996 5,488 137.3% 373 7% 9%

B: 6-10 937 4 0.4% 3 75% 0%

C: 11-15 481 0.0% #DIV/0! 0%

D: 15-20 60 0.0% #DIV/0! 0%

E: 21 + 60 0.0% #DIV/0! 0%

TOTAL 5,534 5,492 99.2% 376 7% 7%

(blank) - 49,078 #DIV/0! 44,309 90% #DIV/0!

MISSING,0 - 42 #DIV/0! 42 100% #DIV/0!

No Hope 2010 - 2012Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contact

s

Booked

Conv.

Booked/App

s

Conv:

Booked/Con

tacts

A: 1-5 241 412 171.0% 5,199 1262% 2157%

B: 6-10 119 0.0% #DIV/0! 0%

C: 11-15 41 0.0% #DIV/0! 0%

D: 15-20 5 0.0% #DIV/0! 0%

E: 21 + 9 0.0% #DIV/0! 0%

TOTAL 415 412 99.3% 5,199 1262% 1253%

(blank) - #DIV/0! - #DIV/0! #DIV/0!

MISSING,0 - 3 #DIV/0! 3 100% #DIV/0!


Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contac

ts

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Co

ntacts

A: 1-5 2,098 263 12.5% 196 75% 9%

B: 6-10 61 0.0% #DIV/0! 0%

C: 11-15 24 0.0% #DIV/0! 0%

D: 15-20 1 0.0% #DIV/0! 0%

E: 21 + 1 0.0% #DIV/0! 0%

TOTAL 2,185 263 12.0% 196 75% 9%

(blank) 5,197 5,197 100.0% 436 8% 8%

MISSING,0 - 1,922 #DIV/0! 2 0% #DIV/0!

Potential Sweet Spot 2010 - 2012Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contac

ts

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Co

ntacts

A: 1-5 1,908 6 0.3% 6 100% 0.3%

B: 6-10 #DIV/0! #DIV/0! #DIV/0!

C: 11-15 #DIV/0! #DIV/0! #DIV/0!

D: 15-20 #DIV/0! #DIV/0! #DIV/0!

E: 21 + #DIV/0! #DIV/0! #DIV/0!

TOTAL 1,908 6 0.3% 6 100% 0.3%

(blank) 4,779 4,779 100.0% 4,779 100% 100.0%

MISSING,0 - 1,902 #DIV/0! 1,902 100% #DIV/0!


Much less focus/effort on small customers 2010-2012, with far lower (App to Booked) Conversion Rates

9/8/2015 17

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contact

s

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Con

tacts

A: 1-5 9,693 1,502 15.5% 6,791 452% 70%

B: 6-10 2,476 2 0.1% 2,310 115500% 93%

C: 11-15 1,034 0.0% 973 #DIV/0! 94%

D: 15-20 701 0.0% 658 #DIV/0! 94%

E: 21 + 593 0.0% 562 #DIV/0! 95%

TOTAL 14,497 1,504 3.1% 11,294 751% 78%

(blank) 49,078 49,078 100.0% 44,309 90% 90%

MISSING,0 - 12,993 #DIV/0! 42 0% #DIV/0!

No Hope Pre-2010

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contact

s

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Con

tacts

A: 1-5 3,996 5,488 137.3% 373 7% 9%

B: 6-10 937 4 0.4% 3 75% 0%

C: 11-15 481 0.0% #DIV/0! 0%

D: 15-20 60 0.0% #DIV/0! 0%

E: 21 + 60 0.0% #DIV/0! 0%

TOTAL 5,534 5,492 99.2% 376 7% 7%

(blank) - 49,078 #DIV/0! 44,309 90% #DIV/0!

MISSING,0 - 42 #DIV/0! 42 100% #DIV/0!

No Hope 2010 - 2012

Pre-2010 there was far more contact effort – low conversion, while post 2010 extremely high Bookings (need to look at PQ’s for these conversions)

9/8/2015 18

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contact

s

Booked

Conv.

Booked/App

s

Conv:

Booked/Con

tacts

A: 1-5 3,736 99 2.6% 451 456% 12%

B: 6-10 162 1 0.6% 142 14200% 88%

C: 11-15 76 0.0% 66 #DIV/0! 87%

D: 15-20 40 0.0% 35 #DIV/0! 88%

E: 21 + 45 0.0% #DIV/0! 0%

TOTAL 4,059 100 2.5% 694 694% 17%

(blank) 6,451 3,959 61.4% 42 1% 1%

MISSING,0 - 6,451 #REF! 1,686 26% #DIV/0!

Little Potential Pre-2010

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contact

s

Booked

Conv.

Booked/App

s

Conv:

Booked/Con

tacts

A: 1-5 241 412 171.0% 5,199 1262% 2157%

B: 6-10 119 0.0% #DIV/0! 0%

C: 11-15 41 0.0% #DIV/0! 0%

D: 15-20 5 0.0% #DIV/0! 0%

E: 21 + 9 0.0% #DIV/0! 0%

TOTAL 415 412 99.3% 5,199 1262% 1253%

(blank) - #DIV/0! - #DIV/0! #DIV/0!

MISSING,0 - 3 #DIV/0! 3 100% #DIV/0!


Pre-2010 and Post-2010 Contacts were similar, with much higher applications but lower conversion rates App’s to Booked

9/8/2015 19

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contac

ts

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Co

ntacts

A: 1-5 2,266 91 4.0% 254 279% 11%

B: 6-10 79 0.0% 67 #DIV/0! 85%

C: 11-15 42 0.0% 35 #DIV/0! 83%

D: 15-20 28 0.0% 24 #DIV/0! 86%

E: 21 + 15 0.0% 12 #DIV/0! 80%

TOTAL 2,430 91 3.7% 392 431% 16%

(blank) 5,197 5,197 100.0% 436 8% 8%

MISSING,0 - 2,339 #DIV/0! 0% #DIV/0!

Potential Sweet Spot Pre-2010

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contac

ts

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Co

ntacts

A: 1-5 2,098 263 12.5% 196 75% 9%B: 6-10 61 0.0% #DIV/0! 0%

C: 11-15 24 0.0% #DIV/0! 0%

D: 15-20 1 0.0% #DIV/0! 0%

E: 21 + 1 0.0% #DIV/0! 0%

TOTAL 2,185 263 12.0% 196 75% 9%

(blank) 5,197 5,197 100.0% 436 8% 8%

Potential Sweet Spot 2010 - 2012

Post 2010, Contacts to SS Clients scaled DRAMATICALLY

9/8/2015 20

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contac

ts

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Co

ntacts

A: 1-5 1 0.0% 1 #DIV/0! 100%

B: 6-10 #DIV/0! #DIV/0! #DIV/0!

C: 11-15 #DIV/0! #DIV/0! #DIV/0!

D: 15-20 #DIV/0! #DIV/0! #DIV/0!

E: 21 + #DIV/0! #DIV/0! #DIV/0!

TOTAL 1 - 0.0% 1 #DIV/0! 100%

(blank) #DIV/0! #DIV/0! #DIV/0!

MISSING,0 - 1 #DIV/0! 0% #DIV/0!

Sweet Spot Pre-2010

Contact

Ranges,

Values

*ContactsApplicati

ons

Conv.

Apps/Contac

ts

Booked

Conv.

Booked/Ap

ps

Conv:

Booked/Co

ntacts

A: 1-5 1,908 6 0.3% 6 100% 0.3%

B: 6-10 #DIV/0! #DIV/0! #DIV/0!

C: 11-15 #DIV/0! #DIV/0! #DIV/0!

D: 15-20 #DIV/0! #DIV/0! #DIV/0!

E: 21 + #DIV/0! #DIV/0! #DIV/0!

TOTAL 1,908 6 0.3% 6 100% 0.3%

(blank) 4,779 4,779 100.0% 4,779 100% 100.0%

MISSING,0 - 1,902 #DIV/0! 1,902 100% #DIV/0!


Overall, conversion rates are higher for “Sweet Spot” customers

9/8/2015 21

Performance by Ttl

Months Booked

Performance by Ttl

Months Booked

Conv. Rate Apps/Contacts Total Conv. Rate Apps/Contacts Total

A: 1-5 8.4% A: 1-5 57.8%

B: 6-10 1.0% B: 6-10 1.1%

C: 11-15 0.4% C: 11-15 0.3%

D: 15-20 2.5% D: 15-20 0.2%

E: 21 + 0.9% E: 21 + 0.2%

"Sweet Spot"

Customer All Customers

Performance by Ttl

Months Booked

Performance by Ttl

Months Booked

Conv. Rate Bookings/Apps Total Conv. Rate Bookings/Apps Total

Total Contacts Total Contacts

A: 1-5 0.8% A: 1-5 88.7%

MISSING,0 4.1% B: 6-10 30.5%

Grand Total C: 11-15 26.3%

E: 21 + 14.3%

MISSING,0 103.6%

"Sweet Spot"

Customer All Customers

Yr/yr Conversion Rates not appear to be improving for “Sweet Spot” customers – BUT overall these rates continue to improve

9/8/2015 22

Performance by Total

Months Booked

Conv. Rate Bookings/Apps 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Total

A: 1-5 0.0% 0.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 50.0% 0.0% 0.8%

MISSING,0 5.6% 5.6% 5.9% 4.4% 4.0% 4.9% 3.7% 6.3% 4.1%

"Sweet Spot" Customer

Performance by Total

Months Booked

Conv. Rate Bookings/Apps 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (blank) Total

A: 1-5 69.4% 72.6% 69.9% 58.1% 59.7% 59.6% 63.2% 68.8% 103.7% 99.1% 98.8% 100.0% 0.0% 88.7%

B: 6-10 0.0% 0.0% 33.3% 75.0% 33.3% 12.5% 21.7% 30.0% 59.3% 31.7% 5.3% 30.5%

C: 11-15 0.0% 0.0% 50.0% 100.0% 50.0% 0.0% 0.0% 26.3%

E: 21 + 0.0% 0.0% 0.0% 100.0% 0.0% 14.3%

MISSING,0 103.6% 103.0% 103.5% 103.2% 102.4% 104.6% 106.4% 107.2% 0.0% 0.0% 0.0% 103.5% 103.6%

All Customers

“No Hope”

Little Potential

Potential “Sweet Spot”

“Sweet Spot”

• No Marketing

• Current Marketing

• Incubation

• Intense Incubation

The Four Client Segments will each have different levels of Marketing Intensity, based on Trigger monitoring

9/8/2015 23

See Sweet Spot Financial Profile

•PQ>$150K•PQ Remaining >$100K•Inside Industry Criteria

•<3 Leases over time•PQ >$100K•High Freq. of email and mail•Outside of Industry Criteria

•Single Lease•Less than $5K

•PQ > $50K•Highest Freq. of email and mail•Outside of Industry Criteria

11,748

13,482

10,925

69,109

A sequenced communication strategy “Nurturing” all but “No Hope” contacts to become “Sweet Spot” Clients

24

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TBD Nurture - Soft SellTBD





2,367

Sweet Spot

Hot List Triggers to Monitor four Segments

9/8/2015 25

New to the World: New records added to file that are sourced from

specific data providers with a start date in current or previous

calendar year; less than 250 employees (employees here and/or

employees total) and; not a branch.

New Legal Entity: New businesses that result from a merger, spin-

off, or other change in legal form.

New to File: New records added to file that are sourced from

specific data providers with an unverified start date or no start date

or new branch in file.

Ownership Changes: Recent change in ownership, i.e. a Successor

Report with year started in current or two previous calendar years.

CEO Changes: Change or addition of a CEO.

Company Name Changes: Change to a company name.

Address Changes: Change or addition of a street address.

Telephone Changes: Change or addition of a telephone number.

Changes in Customer Financial Performance as additional Triggers

9/8/2015 26

Changes in Customer Financial Performance as additional Triggers

9/8/2015 27

Our email/direct mail history “Appears” not to have focused on our “Sweet Spot” customer, yet Applications and Bookings are increasing

9/8/2015 28

Contacts 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (blank) Total

A: 1-5 5 42 33 67 92 84 53 15 3 7 8 1,826 2,235

B: 6-10 8 5 13 31 19 8 3 1 6 94

C: 11-15 1 1 9 12 8 4 1 1 37

D: 15-20 1 3 4 2 3 2 3 18

E: 21 + 1 2 2 2 2 2 11

(blank) 5 5

Grand Total 6 55 39 95 139 116 69 23 5 14 8 1,831 2,400

Applications 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (blank) Total

A: 1-5 1 8 7 23 38 33 24 8 4 13 8 23 190

B: 6-10 1 1 2

D: 15-20 1 1

MISSING,0 5 47 32 72 101 83 45 14 1,803 2,202

(blank) 5 5

Grand Total 6 55 39 95 139 116 69 23 5 14 8 1,831 2,400

App Status 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (blank) Total

Approved, Not Booked 5 47 31 74 108 91 57 20 1 4 2 26 466

Booked 2 1 5 5 4 4 1 4 10 5 41

To be Booked 1 1

Grand Total 5 49 32 79 113 95 62 21 5 14 7 26 508

Sweet Spot Clients - Amounts Booked >$100K

Increasing Decreasing Increasing

Our email/direct mail IS increasing our Conversion Rates, after June of 2010

• More In Development

9/8/2015 29

Conv: Apps/Contacts 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (blank) Total

A: 1-5 20% 19% 21% 34% 41% 39% 45% 53% 133% 186% 100% 1% 9%

B: 6-10 0% 0% 0% 0% 0% 0% 0% 100% 17% 2%

C: 11-15

D: 15-20 0% 0% 0% 0% 0% 0% 33% 6%

E: 21 +

(blank)

Grand Total

Conv: Bookings/Apps 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (blank) Total

Grand Total 83% 89% 82% 83% 81% 82% 90% 91% 100% 100% 88% 1% 21%

Sweet Spot Clients - Amounts Booked >$100K Conversion Rates (App's/Contacts)

Sweet Spot Clients - Amounts Booked >$100K Conversion Rates (App's/Contacts)

IncreasingIncreasing @ Higher Rate

Can we use a true sequenced communication campaign strategy to manage and maximize business results- this related to the incubation

topic and the crude “nurturing “ spreadsheet

• In Development

• To be ready 5/9

• Contacts over time: EM Vs. DM

• No EM +DM Vs. EM+DM

• Optimum Frequency

• Optimum Mix

9/8/2015 30

Marlin Attributes and Source files Employed to Determine Segment Performance

9/8/2015 31

Attribute Clarification:SALES_VOLUME (IG)

total_sum (IG) From Contact file from June 2010, which is a portion of Amount Booked. Only good from start of Pre-Qual program 0610

Amount_Booked For each record, from PQ Apps file If 0 all but Booked, From Bus. Start

BOOKING_DATE_year From EU PQ Contracts for each contract, all life to date, includes 0610 forwardEQUIPMENT Cost From Contract File, equipment cost = Am't Booked

BOOKING_DATE_month From EU PQ Contracts for each contract, all life to date, includes 0610 fwd

Equipment_Financed Type of Equip

MANUFACTURING_INDICATOR D&B

STATE From Marlin

Total_Months_Booked Don't Use

Sic_Desc From Marlin

MINORITY_OWNED_INDICATOR (IG)

commercial_credit_score From Marlin

Total_Apps Since start of Pre-Qual program, (Not all have booked)

Employees (IG)

FICO (IG)

COTTAGE_INDICATOR (IG)

LINE_OF_BUSINESS (IG)

VETERAN_INDICATOR (IG)

PQ_remaining As of 0113 Qualified amount going forward, less booked 0113PUBLIC_PRIVATE_INDICATOR (IG)

PQ_Amount As of 0113 Qualified amount going forwardWOMEN_OWNED_INDICATOR (IG)

SMALL_BUSINESS_INDICATOR (IG)

YEAR_STARTED D&B

PRIMARY_SIC_DESCRIPTION D&B

BUS_STATUS_CODE_

Time_in_Bus From Marlin EU PQ Additional info - MONTHS

IMPORT_EXPORT_INDICATOR (IG)

App_Status From Marlin

_FREQ_ From Marlin

Total_Contacts From Marlin

Implementation Plan: Mid-July Goal

32

Within Scope of Implementation planBeyond Scope of implementation Plan Week Ending 3-May 10-May 17-May 24-May 31-May 7-Jun 14-Jun 21-Jun 28-Jun 5-Jul 12-Jul 19-Jul 26-Jul

Week # 1 2 3 4 5 6 7 8 9 10 11 12 13

Preparation of Target Bases:

Recent Contacts

Extract, Cleans/Screen, LoadPast Contacts Extract, Cleans/Screen, Load

Current Pipeline Extract, Cleans/Screen, Load

Definition of required:

Define/Test

Production

Define/Test

Production

Mapping of contacts to Agents

Recent Contacts

Inventory of current Marketing Collateral

Assessment of Existing, usable web Site(s), pages, links

Definition of existing and required Processes

Product Definition Updates Aged Lead incubation

Underwriting criteria Updates Contact plan

Prospect incubation Response Routing

Contact plan Businesss

Rules Draft Pipeline incubation

Content Development to - Contact Base w/n last 6 months

Emails Development, Reviews, Approvals

Splash PagesDevelopment, Reviews, Approvals

Emails Development, Reviews, Approvals

Splash PagesDevelopment, Reviews, Approvals

Links for email communications to Recent Contacts

Define

Build

Legal Review/Approval

Emails

Splash Pages

Web site Modifications

HTML Programming

Preparation of Pathways to Recent Contacts:

Recent Contacts Past Contacts Current Pipeline

Pathway #1 "Reaching Out"

Pathway #2 "About Your Situation"

Pathway #3 "Your Recent Review"

Pathway #4 "How can we enable you to reach your Objective"

Objective Setting

Draft

Final

Deliver document for internal communications

Strategy Development

Draft

Consensus

Pre-Implementation Internal test

External Test - Small group of Prior Contacts

Implementation

Performance Reporting

Design

Initial Reporting

24x7 Reporting

Lead Incubation Implementation Plan

Copy

Templates

Connectivity to Lead

management System

Connectivity to

Account origination

June

Businesss

Rules Draft

2Businesss

Rules Draft 1

May July

expanded profile - insights for marketing strategy 060713

Documents