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CAD Partners - Why I need a strategy
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CAD Partners - Why I need a strategy

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  • 1. The very clever web company
  • 2. What does Feedia do?We are a digital agency.We create digital strategies.A digital agency does research of online trends andbehavior, website planning and documentation, websitedesign, website marketing, social media, digitaladvertising, website programming and iPhone applicationsall wrapped up into a ‘digital strategy.’
  • 3. What are we talking about?A web strategy comes BEFORE building a website.1) Knowledge and awareness of the internet2) Give your clients more from your existing tools3) Help your clients to set and structure a budget
  • 4. “You’d be screwed without a springket™”Springkets are necessary to manufacturing andoperating the machines in Feedia.Before Feedia Springkets, machines had partsimported at great expense and often took a longtime. Now they can do it locally for lessmoney, less time and better service.However in recent times, the competition havemoved in and Feedia Springkets needs torespond or risk losing market share.
  • 5. Meet EddyEddy is the CEO and founder of FeediaSpringkets which was started in 2001.At the age of 42, Eddy has had a long careeras a springket mechanic and later as anengineer in the Feedia Mines.Since the opening in 2001, Feedia Springketshas grown from strength to strength due totheir reputation in the marketplace for qualitywork and the regular demand for springkets.However due to new competitors, clients arecomparing suppliers and their prices on theinternet. Eddy knows he needs to adapt thebusiness to keep up with the times and retainmarket share but isn’t confident about web.
  • 6. What is Eddy challenged with?1) Feedia Springkets is running at 50% capacity2) He wants to expand but doesn’t know how3) Advertising in trade magazines doesn’t bring new customers4) Existing customers are loyal but competition is growing5) He wants more coverage, more income and security from his clients6) He needs a bigger sales effort but traditional methods are costly and risky
  • 7. So, what can Eddy do?1) Employ a full time sales team with benefits and sell between 9am to 5pm2) Design and print some leaflets and drop them into letterboxes3) Run a sales event that targets local businesses4) Call all his customers using a call centre, one by one5) Send his customers a letter to scout for business6) Build a website to streamline client communication, sell springkets online, promote the value of his brand and generate springket prospects 24/7.
  • 8. Hmm, so what next?Stop. Feedia Springkets needs a plan.To develop any strategy, an agency benefits from:1) A short business plan2) A client summary list3) Financial projections
  • 9. The short business planThe current need vsthe solutionThe Unique Selling AdvantageThe parties involvedThe competitorsThe target customersThe income streamsThe KPIsThe exit strategyThe SWOT analysis
  • 10. The value of a business planWe understand the business’s function.We understand the industry.We understand the position in the marketplace.We understand what the business is wanting to do.
  • 11. Who are the customers?Feedia Springkets Company Sample Client List Growth Client Custom Work Annual Value Maintenance Last Contact Installation Consulting Frequency Wholesale Planning Delivery Repairs RetailCompany Name Contact Location Client commentsBS Factories Bill Smith QLD • • • • • • Asks lots of questions and sends orders last minute 1M $15,000 Monthly YesBodgy Steel Don Bodgy NSW • • • Needs Springkets only when they break 3M $1,800 Annually NoHero Houses Jenny Brown QLD • • • • • Hero Houses USP is Springkets. They need them! 1W $50,000 Weekly YesDiscount Parts John Black VIC • • • Buys wholesale and sells them as SprongkyBits 6M $180,000 Weekly YesShady Superworks Jimmy Shady QLD • • • • • Buys a lot but wont do paperwork and late payer 1M $90,000 Monthly NoCaptain Construction Amy Anderson QLD • • • • • Is a good customer but always shopping around 2W $28,000 Monthly Yes The Demanding Customer The Security Customer The Wholesale Customer The Neutral Customer The Retail Customer The Unreliable Customer
  • 12. The value of a client listWho are the clients?What are the income streams?Where are the communication problems?How much are they worth to the business?How often do they buy from the business?Will they help or hinder growth? How can we help them?
  • 13. The Financial Projections
  • 14. The value of looking forwardWhat we take from the business plan’s financials1) How many extra clients do we need?2) What is the value per client and is there an increase needed?2) What are the COGS per client?3) Can these be reduced with better systems and process?4) What are the operating costs?5) What can and is being done to keep these down?
  • 15. This seems very businessy.What about the website?A digital strategy is a marketing function, not an IT function1) Target Market research and understanding2) Competitor Analysis3) The strategy to make it work4) The strategy to manage business growth and cash flow
  • 16. So, what can Eddy do?1) Employ a full time sales team with benefits and sell between 9am to 5pm2) Design and print some leaflets and drop them into letterboxes3) Run a sales event that targets local businesses4) Call all his customers using a call centre, one by one5) Send his customers a letter to scout for business6) Build a website to streamline client communication, sell springkets online, promote the value of his brand and generate springket prospects 24/7.
  • 17. How could a digital strategy help?1) Generate leads 24/7 for his sales force to save initial prospecting time1) Help existing customers buy from him and reduce account management2) Promote the sales event to a wider region to generate more interest3) Sell his Springkets online so people out of his local area can buy 24/74) Communicate why Feedia Springkets are the best choice5) Find people who are searching for springkets but don’t know where to buy6) Reduce costs by making the sales and administration process more efficient7) Can this be built over time to break up cost and manage growth?
  • 18. The Financial Projections
  • 19. Setting a budgetThe soft question:What is the expected NPAT and growth per year?The hard question:If Feedia Springkets stood to increase NPAT by $100,660over the next 12 months, how much would the company beprepared to invest overall to achieve that?
  • 20. Measure three times, cut once.Explaining the business provides understanding.Research and due diligence provides direction.Building a strategy provides structure and confidence.Defining a budget provides financial control.Defining a budget provides boundaries for the agency.
  • 21. Digital strategy is our business.Feedia explore ideas and design digital strategies thatgenerate income, ROI and rewarding experiences.We listen, observe and understand people to helpcreate clever tools that your customers will love.

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