Market Analysis For

RackBank Data Center

Crafted By : Manas Tiwari

 Section 1: Market Research
Understanding The Target Market : An Introduction
We are into the Business to Business(B2B) model of the business.
This gives us a fair point of difference while going for the target
customers. As our offerings generally are not for the individual
customers.
Datacentre & it’s services are needed for the Business’ &
Institution’s who are going On-line to register & expand their
Market presence.
• It is the must want of Modern Age business to express itself on
Internet for various reason like more coverage, deeper
penetration & increased efficiency.
• As these business have lot of data to deal with so they require
efficient data centre for handling their data complexity.
This is one of the primary thing that creates need of us in the
market.
Why Firms/Business’/Organisations requires us?
Here are some of the key points which will answer this.
• Physical Marketplace is at the verge of Saturation – Firms who
were not having online presence will go for e-commerce.
• Cost Of Capital – Maximum of organisation do not have the potent
to invest on having personal server’s(infrastructure).
• Need Of Expertise – Firms will assure that with whom they are
going to collaborate must have excellent technical expertise.
• Economies of Scale - Coming up online gives more revenue which
in turn will reduce the hesitation to go for good data centre facility
& services.
• Colocation Service - Many of the firms have the infrastructure
needs with them but they still want efficient operation with expertise
& hence will seek for our services.
• Safe & Secure Data Handling – Alliance with us will give
assurance of having safe data to the firms.
 Potential Target Sector’s For RackBank
1. Startup’s – Those who are beginning the journey of Business(of/in
any form) are hot prospects for us. They do not want to spend more
and want to have good technical services.
2. Food Industry- Now-a-days even local food shops are going for
E-Commerce and are expanding this way for deeper penetration
into the market.
3. Apparel & Accessories – This sector is having very intense
competition , local offerings are facing dominance of E- Commerce
giants. In near future they will definitely go online and our services
would be required for them.
4. IT Industry – The technical requirements of IT firms are complex
& requires much expertise in operation. Also this sector is
continuously evolving & new entrants are coming everyday. Which
brings large scope to cater them for us.
5. Apart from these various sectors like Education Sector, Real
Estate, Gaming, Media & Video Streaming firms, Hospital
Chains, Financial services, Local Business etc. would be our
potent prospects.
 Some of the Identified Potential Customer
1. Greendeck Pvt. Ltd – An IT start up founded in 2018 based in
Indore which helps in taking pricing decision for retailers.
Rationale- Local Start up with E business model which requires
effective & economical cloud & datacentre services.

2. Shop Kirana- A B2B commerce company based in Indore which

partners in supply chain of retailers to enhance channel speed &
effectiveness.
Rationale- Company has vast network of retailers over 30 cities 6
states. For collaboration with retailers they use IT services & hence are
perfect to be catered by our services.

3. Educational Institution’s – They do have lots of data to keep &

handle with themselves. Giants like Aakash & Stanford Coaching's
have requirement for cloud services with minimum complexities. Also
various school & colleges too can be our prospects.
Rationale- Educational institutes have limited infrastructural & data
space needs as compared to other business’. So they are best fit for our
introductory plans of low prices. (For eg:rs 9000/Ram8gb/1Tb plan).
4. Anil Publicity(Ad. & Media Company) – Ad agency with strong
customer base across Indore & Bhopal.
Rationale- More trust the company would show for us as Rackbank &
Anil Publicity are very popular names from Indore. Hosting their
website & data would be a good opportunity for us.

5. Newspaper Companies like Dainik Bhaskar(DB group)-

DB group have massive customer base, also it is actively doing
electronic business for getting customers.
Rationale- They require secure data keeping & maintenance facility.

Apart from these all the business’ which are dealing over the Internet
too are all our probable customers.
 Section 2: Competitor Analysis
A single data centre cannot have all the clients at all , so do we have
competitors who are having similar offerings & services in the market
place . Some of our competitors are:
1. Netmagic Solutions : Datacentres in Mumbai , Bangalore.
Strength : More Data centre space
In Mumbai: 7900 sq. metres with 4000 racks
In Bangalore : 5600 sq. metres with 2500 racks.
2. Cntrl S : Datacentres in Hyderabad, Delhi & Noida.
Strength : International Clients like AON, Jw Marriot.
3. Nxtra Datacentres: Located in Gurugram a Fully owned
subsidiary of Bharti Airtel.
Strength: Large Data centre space of 198000 sq. feet.
4. Go4hosting Datacentre : Located In Noida & Jaipur.
Strength: Capture over Huge Public & Private sector clients like
Indian Oil, Gas authority of india limited, National Thermal Power
Corporation , Wipro , Ministry of Power , Icici bank etc.
 Why Customer would Prefer Rackbank?
At Rackbank we do have certain competitive advantage over
others in our offerings, which will make customers to prefer us.
We cover the aspects of a good data centre definition i.e Power,
People & Policy.
1. Whistle-blower : We are the first & only datacentre present
in central India who had have grown up exponentially within
the span of just 6 years.
2. Safe Location : There are very low chances of natural
calamities hitting M.P as we are away from coastal lines,
hence data centre is safe from disaster risks.
3. Easily Accessible Site: Clients from all the zones (North East
West & South) within India have access to the facility.
International clients also have quite smooth reach.
4. Large Trusted Customer Base: 500 plus satisfied customers
shows the quality & trust clients see in our services.
5. Economical Plans : We have both power & value plans. We
offer affordable plans for hosting than others. Initial plan
starting at just Rs.9000/month.
6. Benefit of Special Economic Zone: Clients collaborating with
us get all the privileges of SEZ like tax rebate & relaxation,
uninterrupted power supply etc.
7. Technological Expertise : Low Latency, Carbon & Carrier
Neutral Facility backed up by a team of highly skilled
technical experts which is available for 24/7 support.
8. Technical Advances :Tier 3 data centre with 99.98% of
uptime with flawless speed upto 10 gig.
9. Bare Metal Offering: Servers configured & dedicated for
individual clients for their specific purpose.
There are certain things which may cause hindrance in the
mind of the Clients while picking us up amongst the
Alternatives:
1. Competitors are located at mega cities so may have advantage like
more reach to big ticket clients. Also comparatively more client base
to cater would be present there.
2. Competitors offering more services like VPS(virtual private server)
hosting on different platforms like Linux, windows etc.
3. Competitors having reputed big named public & private sector
clients which generates more trust in the mind of prospective clients.
4. More data centre space with more racks gives competitors
opportunity to host more clients.
5. Many of competitors are giving 30 day free trial hosting for the new
clients which can be alluring for the prospects.
 Section 3: Sales Implementation
The characteristics of B2B Sales like Many decision makers, time
consuming process & trust basis closure makes selling process
complex.
Ways & Means Of Outbound Lead Generation:
1. Cold Email: Cost effective method for generating leads for B2B
companies. It would help in making a good prospect list with less
time & energy. Emails can have bit of humour too.
2. High activity over social media: We should increase much of our
efforts to register our presence in the market by the means of
social media. LinkdIn, Facebook etc. could be a easy means to
reach prospects. Answers to question on QUORA should be given.
3. Actively Participating in Trade Shows & Exhibitions : Where
prospects would come so that they come to know our offerings.
Specifically technical events, start up events like “TechnoSpark”
etc.
4. Organising Events : We can organise a marathon run on world
environmental day(5 June), which will be themed according to our
“ Carbon Neutral Go Green- Data Centre” initiative & would in
turn can give us certain word of mouth & awareness.
5. Advertisements : The evergreen way of generating lead could be
used by crafting ad campaigns across the prospects circuitry.
6. Referrals: Our existing clients can do this for us and as we are
giving exceptional services to them they won’t mind doing this for
us. It depends on how good relationship we maintain with clients.
7. Digital Marketing: Modern means of marketing with maximum
coverage. We can use various techniques of digital marketing like
pay per click, content marketing etc.
8. Appealing Content & Sentences on our Website: Whatever
content we do have on our website should make sense to the visitor.
Proper content should be drafted keeping this in mind. It may
increase our conversion rate.
9. Gaining Trusted Backlinks: When your trusted customers &
websites started sending their customers to you this is known as
backlinks. It can be generated by partnering & helping our trusted
ones. Ways for this can be:
• Writing blogs for customers
• We can allow other website share our content , like infographics.

Apart from all of these many good tactics we are using like on our
website we have a BOT to increase interaction of the visitors with the
company, videos to express our vision , mission & objective to the
prospects etc.
 Section 4: Future Of Data Centres In India
The growth of Software industry in India has been humungous. Also
technological advancement, growing connectivity & business
requirements are key factors which will continue to expand data centres
need in India.
• India will be a $4 billion data centre market by 2022, which will give us
immense opportunity to cater the requirement of this market.
• It is going to witness compound annual growth rate of 11.4 % by that time.
• Data centres are key elements to fulfil the government initiatives of digital
India. Hence full support to this industry would be given by the govt. with
trade benefits & tax rebates. As most of our data is stored outside India in
Singapore & US majorly ,we can can bring that revenue back.
• Smartphone user base to grow from 339 million to 442 million by 2022.
• Indian Internet user population would grow from 500 million in 2018 to
850 million in 2022.

All of these facts indicate that India is going to witness surge need of data
and data centre in the upcoming years. So we would have tremendous
opportunity to be grabbed by us.
 References
• https://www.rackbank.com/
• Nasscom Report : “Cloud – Next Wave of
Growth in India”
• Sharad Sarin : Textbook on Business Marketing