© RAN ONE Inc. 2004 - Page 1 J.R. HAY & COMPANY INC. CHARTERED ACCOUNTANTS Is this you? Are you finding it difficult to acquire profitable new customers?

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© RAN ONE Inc Page 1 J.R. HAY & COMPANY INC. CHARTERED ACCOUNTANTS Is this you? Are you finding it difficult to acquire profitable new customers? Are your marketing activities targeted (or has it been a shotgun approach)? Are you satisfied with the return on your marketing investment? Do you think your customers are all the same?

© RAN ONE Inc Page 2 J.R. HAY & COMPANY INC. CHARTERED ACCOUNTANTS How can Mining Your Customers ™ help? Mining your customer base involves identifying opportunities among existing customers to: Sell more existing products and services Develop and sell new products and services Generate additional revenue from current sales (i.e. increase prices, charge fees) Reduce costs of sales, service and support while maintaining revenue levels The ultimate goal is to increase shareholder value by better leveraging your existing assets – your customers

© RAN ONE Inc Page 3 J.R. HAY & COMPANY INC. CHARTERED ACCOUNTANTS Our five phase approach to Mining Your Customers ™ … Phase Four: Develop tailored offerings and marketing strategies that meet the needs of these segments Phase Three: Identify the needs of key segments Phase One: Segment your customer base Phase Five: Build marketing programs, track results, obtain feedback and enhance programs Phase Two: Prioritize segments based on desirability Phase Two Phase Three Phase Four Phase Five Phase One

© RAN ONE Inc Page 4 J.R. HAY & COMPANY INC. CHARTERED ACCOUNTANTS Why you need to do this… Your customers fit in one of these quadrants: 3 Discipline 4 Fire 2 Reward and Invest 1 Manage Profitability of Current Customers Unprofitable Profitable Unprofitable Profitable Profitability of Future Customers Source: Marketing Professional Services, 2002 Exit

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