Internal Use Only. Can you process payroll for a large union workforce with payroll requirements in many localities?

Cheat Sheet – Oracle Accelerate for General Construction Segment

Overview

The Construction industry is comprised of three major sub segments; General Building Construction; Heavy Construction

(Civil/Highway/Industrial); Specialty Trade Contractors.

Construction firms face four primary challenges. First, they need to manage project profit margin by increasing the productivity of their key project management staff and proactively manage projects with accurate, real-time information. This is a highly competitive environment in a mature industry and this increases the pressure on project margins. They also need to mitigate the financial risk of projects by effective change

management to accelerate the change order process and increase cash flow. Construction projects are increasingly complex and the project scope is constantly changing. The third challenge centers on the difficulty in providing timely information to project stakeholders. Providing this information, results in improved relationships with subcontractors and owners. Since a large portion of the work is subcontracted, reducing the subcontractor error rate results in cost savings and improved quality. The final challenge relates to retaining and growing the best personnel possible The U.S. Dept. of Labor estimates there will be one million new jobs to be added to the construction industry by 2012 leading to an increased shortage of labor caused by shifting demographics and a younger generation with less interest in construction industry.

For midsize organizations in this segment, the major challenges remain unchanged along with a desire for a fully integrated solution to address each core business process. What is unique about this group is their aversion to risk given budget limitations, concerns regarding product complexity due to limited internal resources and the need to see

functionality specifically designed for their industry. Oracle offers midsize businesses comprehensive software solutions that remove risk, product complexity and meet the functional requirements of business services firms head-on.

SPECIAL NOTE FOR PRESENTER: When referring to the target segment for a message use descriptive attributes of that target. For example: instead of saying "offerings for SMBs" we can say things like "offerings for growing companies," or "offerings for midsize companies," or "offerings for the semiconductor industry," etc.

"Oracle sells to organizations of all sizes except for the very small ones.

Opening Questions

• Are your interested in getting a comprehensive view of all projects…from opportunity ◊ preconstruction ◊ execution ◊ facility

management…including pipeline and backlog?”

• With an industry-wide shortage of qualified resources, are you concerned with having the right resources in place to handle current and future projects?”

• Are you looking to improve project team collaboration to reduce financial and performance risk, minimize waste, and increase client satisfaction?” Maximize Contract Margin

• Do you know when an overrun is occurring? • Are ALL costs visible on projects?

• Can you tie owner changes to actual commitments?

• Are you able to realize the full revenue potential from your heavy equipment assets?

Mitigate Financial Risk

• Can you measure your cost variance exposure on projects real time? • Are you maximizing change order opportunity?

• Can you track subcontract financial status? Retain and Deploy the Right Personnel

• Can you manage your trade labor to get the maximum production on self-performed labor?

• Can you process payroll for a large union workforce with payroll requirements in many localities?

Additional Qualifying Questions:

C-Level: CEO, CFO, COO

• Are you able to determine whether or not your business is profitable? • Can you analyze profitability by product or service offering?

• Can you analyze profitability by customer? (Your biggest customer may not be your most profitable customer)

• Is lowering overall cost to sell and distribute your service offerings important? If yes, then how important?

• Do you have visibility and control over the total cost of your service offerings?

IT: Primary concerns include limited resources, improving quality of service,

and reducing costs

We primarily partner with resellers to sell to midsize organizations under $100MM in revenues globally although that number goes even higher in some regions based on the market attributes and our partners' capabilities within those regions. We work very closely with them to ensure they are up to speed on the latest in software, business accelerators, and other

industry- and geography-specific knowledge. We have stopped using the term 'SMB' because it means so many different things to different people around the world and creates confusion. Oracle typically focuses direct sales efforts on companies with revenues greater than $100MM and on government entities of comparable size."

Oracle and its partners recognize that companies and government entities with limited budgets demand comprehensive business solutions. Our customers want applications that are low-cost, low-risk, and provide industry-specific functionality and faster time-to-value.

We can use the phrase "midsize organizations" in the body of text, but should avoid using it at the headline level where we should be more precisely descriptive to address the targeted audience. Midmarket should be avoided as it is not as precisely descriptive as "midsize organizations."

Key Industry Trends:

• How can I get a comprehensive view of all projects…from opportunity ◊ preconstruction ◊ execution ◊ facility management…including pipeline and backlog?”

Optimize Resources Across the Enterprise

• With an industry-wide shortage of qualified resources, do we have the right resources in place to handle current and future projects?” Improve Project Productivity and Efficiency

• How can I improve project team collaboration to reduce financial and performance risk, minimize waste, and increase client satisfaction?”

Key Business Requirements (key messages):

• Manage Project Progress and Status

• Maximize the Value of Your Professional and Craft Workforce • Support Virtual Design and Construction

Some Tactical Pains: (faced by all midsize organizations regardless

• Outperform the Competition

• Maintain / Enhance Competitive Differentiation

your current system?

• What happens when your users experience downtime and do not have access to data or applications? How does this effect your infrastructure decisions?

• What quality of service improvements would you like to provide your users?

• In which areas would you like to cut costs yet still meet or exceed your users' quality of service expectations?

What can Oracle offer for Engineering and Construction

firms?

Deliver Comprehensive Project Lifecycle Visibility • CRM – Opportunity Management

• Project Accounting, Project & Financial Management, Procurement, Analytics

• Project Collaboration, Content Services Maximize Professional and Craft Workforce

• Talent Management, Learning Management

• Project & Resource Management, Project Collaboration • Self-Service HR, HR Business Intelligence

Improve Project Productivity & Efficiency

• Project Collaboration, Collaboration Suite, Portal • CADView 3D, Product Lifecycle Management • Content Services

NOTE: For Midsize organizations, all 4 major product lines (EBS, JDE, PSFT, SBL) have strong offerings.

Competitors:

SAP – SAP has a strong presence in international markets with a good presence in large EPC firms; however, there are only three significant installs in North America and only one being used as an end-to-end solution. SAP tends to focus more on ETO (Engineer to Order) where their manufacturing capabilities are stronger.

- Weaknesses:

• Limited deep construction functionality.

• Poor record in the low-end midsize segment—market perception SAP solutions are still complex, costly and time-consuming to implement

• Know The Business Inside and Out • Manage Cost, Time, Risk

Reference Customers Quotes:

Oracle Midsize Engineering and Construction Customer Quotes:

• JD Edwards: “Our current long term strategy is to migrate to Oracle Fusion Application Suite. We felt that it made a lot of sense to adapt the Oracle Fusion Middleware technology early, allowing us to take advantage of the Oracle Portal and Business

Intelligence capabilities.”

William Stout, IT Manager, Kokosing Construction Company, Inc

• E-Business Suite. “Oracle have shown great understanding for NNE's business and been creative and flexible in solving NNE's challenges. Through joint efforts NNE and Oracle have ensured that NNE has an efficient system for project and resource management including Financials and Purchasing."

Karin Lomberg Berg, IS Solution Manager, NNE.

Oracle Engineering and Construction Statistics:

• 10 of the Top 10 Fortune’s “America’s Most Admired” E&C firms

run Oracle Applications

• 9 of the Top 10 ENR Global Design Firms run Oracle Applications • 8 of the Top 25 ENR Contractors run Oracle Applications*

Oracle offers software solutions specifically designed for companies of all sizes across industries. Across all Engineering and Construction

segements ( including General Contractors) Oracle is helping the world’s best, industry leading companies succeed in their market. What’s even more compelling is that the same set of IT solutions that the larger enterprises are using, is also being leveraged by our midsize customers. Oracle provides solutions that are scalable and flexible so that as your business grows and your IT needs change, Oracle’s solutions can easily adapt and continue to help you win. Our midsize customers are taking advantage of the same Applications that our larger customers are using and succeeding with.

Analyst Quotes (Engineering and Construction):

e-recruitment, e-learning, performance management and compensation management.”

• No billing module for E&C firms.-only Sales Order type billing.

• No construction specific payroll (ie. Certified payroll, union payrolls, etc.)

• No payroll or equipment integration to projects.

• Often requires multiple partners and integrations to create a complete business solution

CMIC – Well known niche vendor in the Construction industry. Strong industry-specific functionality. The product was written exclusively for the construction industry and all their R&D goes into industry-specific solutions.

Weaknesses:

• CMIC has few large customers • Scalability/technology

• Weaker enterprise solution in workforce management (especially payroll), EAM, BI, financial applications

Objection Handling:

Objection Handling Questions and Answers:

Midsze businesses face the same business challenges as big companies. Managing growth, dealing with increased complexity, and collaborating globally to name a few. But they need to find solutions that cost less and require fewer resources to deploy and maintain. Plus, they bet everything on their enterprise applications strategy. There is no “writing off” a bad

implementation. Below are some questions that typically need to be addressed up front with each prospect.

Q: Does Oracle have a comprehensive solution for Construction companies?

A: Yes, Oracle has very strong solutions that address the Construction market.

• Oracle delivers flexible and adaptable solutions for the construction industry. With Oracle, construction companies can control the entire project lifecycle and improve strategic decisions with real-time

information. As a result, customers reduce the risk of project overrun, subcontractor compliance, equipment downtime, and scope changes. • “In recent releases, Oracle has focused on improving its talent

management functionality. It has good functionality in recruitment, e-learning, performance management and compensation management.” (Gartner)

Q: I assumed Oracle’s solutions were targeting the mid to large enterprises only?

AMR Research: Oracle CADview 3D: “Teams of people in remote locations … can do real-time shared markup on the same model. This is of great interest to construction and engineering firms that need accuracy and speed in solving design problems in the

field…without sharing potentially competitive information in the CAD drawing.”

Forrester: Oracle’s project management offering is a solid choice for business-driven project and program management. Its financials are among the most robust of the vendor offerings.”

Target Prospects:

Killer Bee Industry - List to be provided.

Who to Call:

Midsize businesses face the same business challenges as big companies – managing growth, dealing with increased complexity, and collaborating globally to name a few. Across midsize organizations, executives and all levels of management often wear “many hats” as it relates to their job function (e.g. at times you may find that the CEO and or CFO are also acting as the COO for the company). As such, you may notice that the line of business questions may also apply to the C-level audience. For this reason, it is important that you assess the role and function of the

individual with whom you are speaking (rather than relying on their title) to better understand which questions will be of interest.

There are three groups that could be ideal targets:

• C-level – Executive Management team (CEO, CFO, COO) • Line of Business: Director Level and above for Sales,

Operations, Customer Service, etc. • IT: Director level or above

Message to Deliver:

PLEASE CHECK WITH LEIGH ANN HARRIS ON THE SPECIFIC DATES OF THE LIVE WEBCAST.

In this seminar we will be featuring Oracle customers and industry experts within the Engineering and Construction: General Construction segment. You will learn how Oracle can help you:

• Manage Project Progress and Status

• Maximize the Value of Your Professional and Craft Workforce • Support Virtual Design and Construction

All at an affordable cost by leveraging Oracle Accelerate for General

sizes across industries. SEE STATS ABOVE.

Q: Is Oracle’s solution really affordable for a consumables business under $250 million?

A: Yes, only Oracle provides a solution that is affordable with predictable

value. Our solutions are:

• Rapid to deploy with E&C-specific pre-configurations and easily configurable applications (reduce time to ROI)

• Low, predictable maintenance cost with mature and stable technology • Ability to integrate with existing applications and hardware investments • Intuitive user interface requiring minimal training

Q: How difficult is Oracle to implement?

A: Oracle provides a flexible solution that can grow with your business today and tomorrow. Built on a single data model, Oracle’s solution is modular allowing you to implement what you need today then add on as your needs change.

• Modular so you can deploy only the functionality you need • Scalable to support your business as it grows

• Ability to integrate with existing applications and hardware investments • Enables rapid business process changes to meet changing business

needs