Customer Journeys in a
S ll CSmall Company
Isobel Rae – Managing Partner
Pl t 4P t kPlants4Presents.co.uk
Dr Alan Rae – Ma...
Brand is about
performance
• What the customers experience is what matters
• This grows out of your brand values
• We want...
Getting goingGetting going
Pl t h li R&D• Plants chose us – live R&D
• We build a Business Model
– We never intended to fu...
We found we were in a
unique spot
• Certainly Interflora do flowers
• John Lewis and M&S do plants Florist networksJohn Le...
Startup 2004Startup 2004
Packing in the dining room
Plants in the Garden
Boxes in the GarageBoxes in the Garage
Containers...
Guildford TimelineGuildford Timeline
2004 Research and• 2004 – Research and
Development
• Xmas 2004 – Launch TurnoverXmas ...
Here it is!
And the business
b l k l k hbegan to look like this
But it was scary!
2 acres of dead Chrysanths2 acres of dead Chrysanths
Business DevelopmentBusiness Development
Th Bi B i• The Bio Business
– Offered to us by one of our suppliers
– “You’re the...
From rotovator
to marketto market
And now the Intelligent Gardeng
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007
Our Brand depends on ourp
customers experience
P ti l tt t d t b f• Promotion – so people are attracted to buy from us
• O...
Journey Maps for different types of
business a model from my day jobbusiness – a model from my day job
Our different Businesses have different
demographics – and behavioursdemographics – and behaviours
• Plants4presents.co.uk...
Plants 4 PresentsPlants 4 Presents
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009
Promotion
What we actually do
P id S h i h b kb• Paid Search is the backbone
• Orders – 40% Paid, 60% unpaid
• Visits
– Ro...
The product is viralThe product is viral
• Each order gives us 2 customers – theEach order gives us 2 customers the
sender...
Other toolsOther tools
• Email shots to our existing customer list –
27,000 email addresses
• Joint promotionsp
– RHS, Tel...
So – what does the customer
journey on the site look likejourney on the site look like
P4P detailed Touch PointsP4P detailed Touch Points
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009
PackagingPackaging
Ladybird PlantCarey
Customers older, more traditional
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009
With the veg – we’re ag
little more social
• BlogBlog
• We tweet our activities on the markets
• Could we use social media...
Fletching GlasshousesFletching Glasshouses
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007
This is a Blog
Content is King
• Book Reviews
• Product Reviews
• Vegetables and recipes
Pictures and Videos• Pictures and...
Intelligent GardenIntelligent Garden
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007
Amazon –
Institutionalised ReputationInstitutionalised Reputation
Our Business is Making Your
Business Grow
Copyright Dr A...
So what next
Build our reputation – improve process and
b ild i i ibuild capacity to improve margins.
rainwater harvesting...
If you would like help analysingy p y g
your business like this
Contact Alan Rae onContact Alan Rae on
0845 094 0407 or
07...
Customer Journey Maps - a small business case study - Alan Rae
Customer Journey Maps - a small business case study - Alan Rae
Customer Journey Maps - a small business case study - Alan Rae
Customer Journey Maps - a small business case study - Alan Rae
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Customer Journey Maps - a small business case study - Alan Rae

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How customer journey maps apply to a small business using examples from our horticultural businesses, plants4presents.co.uk,ladybirdplantcare.co.uk, fletchingGlasshouses.co.uk and theintelligentGarden.com

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Customer Journey Maps - a small business case study - Alan Rae

  1. 1. Customer Journeys in a S ll CSmall Company Isobel Rae – Managing Partner Pl t 4P t kPlants4Presents.co.uk Dr Alan Rae – Managing Partner h t d b iwww.howtodobusiness.com Copyright Dr Alan Rae 2007
  2. 2. Brand is about performance • What the customers experience is what matters • This grows out of your brand values • We wanted to earn a sustainable living delivering real products to real people. • Our future depends on how customers feel about us. • Customers have different values and needs.
  3. 3. Getting goingGetting going Pl t h li R&D• Plants chose us – live R&D • We build a Business Model – We never intended to fulfil – We wanted to take the ordersWe wanted to take the orders – Nurseries can’t take orders at 3 and ship at 4 – It turned us into a service business– It turned us into a service business – And this turned us into a nursery that could. Which diversified into new businesses with– Which diversified into new businesses with customers that needed treating differently
  4. 4. We found we were in a unique spot • Certainly Interflora do flowers • John Lewis and M&S do plants Florist networksJohn Lewis A d M&S• But – They only offer a limited range They don’t offer a choice of like Interflora And M&S Major online t il– They don t offer a choice of containers – They don’t offer a hand written retailers Our Niche card with your exact choice of message. Online Garden Centres like Crocus Gifts – It’s emotional stuff – so everything we do has to feel good
  5. 5. Startup 2004Startup 2004 Packing in the dining room Plants in the Garden Boxes in the GarageBoxes in the Garage Containers on the Stairs Running to the post office
  6. 6. Guildford TimelineGuildford Timeline 2004 Research and• 2004 – Research and Development • Xmas 2004 – Launch TurnoverXmas 2004 Launch • Plants it is • Mothers day 2005 – This 500 600 Turnover y could work • Xmas 2005 – it is ki 300 400 Total working • Mothers day 2006 – the neighbours revolt 0 100 200 2005 2006 2007 2008 2009 2010 Total neighbours revolt • Summer 2006 Search for Premises 2005 2006 2007 2008 2009 2010 Year • September 2006 – we emigrate to Sussex
  7. 7. Here it is!
  8. 8. And the business b l k l k hbegan to look like this
  9. 9. But it was scary! 2 acres of dead Chrysanths2 acres of dead Chrysanths
  10. 10. Business DevelopmentBusiness Development Th Bi B i• The Bio Business – Offered to us by one of our suppliers – “You’re the only people we know who know how to sell online” • The Glasshouses – What ARE we going to do with these. TheyWhat ARE we going to do with these. They can’t just be left – What can we grow in a cold house?What can we grow in a cold house? – Organic Veg?
  11. 11. From rotovator to marketto market
  12. 12. And now the Intelligent Gardeng Our Business is Making Your Business Grow Copyright Dr Alan Rae 2007
  13. 13. Our Brand depends on ourp customers experience P ti l tt t d t b f• Promotion – so people are attracted to buy from us • Operational Branding - so it’s a smooth experience • Customer Service – resolve problems - gain trust. • We focus on – Usability of the siteUsability of the site – Quality control of the plants – Effective courier network with trackingEffective courier network with tracking – Make the most of being small – make every contact personalp
  14. 14. Journey Maps for different types of business a model from my day jobbusiness – a model from my day job
  15. 15. Our different Businesses have different demographics – and behavioursdemographics – and behaviours • Plants4presents.co.uk – web aware – time poor – it’s my mother’s birthday tomorrow and I haven’t sorted itmother s birthday tomorrow and I haven t sorted it. • Ladybirdplantcare co uk – older – prefer paper to online –• Ladybirdplantcare.co.uk – older – prefer paper to online – we do 2 catalogue mailshots a year – only to this group • TheIntelligentGarden.com – find us via social media – Amazon Buyers are gadget heads. Cross-sell Bio productsy g g p • FletchingGlasshouses.co.ukFletchingGlasshouses.co.uk – business to business – reputation and certification driven – on farmers market fresh/local/unsprayed trumps organic Our Business is Making Your Business Grow Copyright Dr Alan Rae 2009
  16. 16. Plants 4 PresentsPlants 4 Presents Our Business is Making Your Business Grow Copyright Dr Alan Rae 2009
  17. 17. Promotion What we actually do P id S h i h b kb• Paid Search is the backbone • Orders – 40% Paid, 60% unpaid • Visits – Robots 32%% – Paid 38% Organic 16%– Organic 16% – Direct 14%
  18. 18. The product is viralThe product is viral • Each order gives us 2 customers – theEach order gives us 2 customers the sender and the recipient W i l d th f ll i i th b• We include the following in the box – Phone number on the outside – Specific care instructions for the plant – Promotional postcardPromotional postcard
  19. 19. Other toolsOther tools • Email shots to our existing customer list – 27,000 email addresses • Joint promotionsp – RHS, Telegraph, Good Housekeeping – BlandysBlandys – Amazon pioneered with the bio product • By cost about 13% of turnover is on adwords• By cost about 13% of turnover is on adwords, about 4% on other marketing tools
  20. 20. So – what does the customer journey on the site look likejourney on the site look like
  21. 21. P4P detailed Touch PointsP4P detailed Touch Points Our Business is Making Your Business Grow Copyright Dr Alan Rae 2009
  22. 22. PackagingPackaging
  23. 23. Ladybird PlantCarey Customers older, more traditional Our Business is Making Your Business Grow Copyright Dr Alan Rae 2009
  24. 24. With the veg – we’re ag little more social • BlogBlog • We tweet our activities on the markets • Could we use social media more?
  25. 25. Fletching GlasshousesFletching Glasshouses Our Business is Making Your Business Grow Copyright Dr Alan Rae 2009
  26. 26. Our Business is Making Your Business Grow Copyright Dr Alan Rae 2007
  27. 27. This is a Blog Content is King • Book Reviews • Product Reviews • Vegetables and recipes Pictures and Videos• Pictures and Videos • Basic Science Course • What’s going on in the Garden • What’s going on in the Nursery• What s going on in the Nursery • Topical Tips Our Business is Making Your Business Grow Copyright Dr Alan Rae 2007
  28. 28. Intelligent GardenIntelligent Garden Our Business is Making Your Business Grow Copyright Dr Alan Rae 2009
  29. 29. Our Business is Making Your Business Grow Copyright Dr Alan Rae 2007
  30. 30. Our Business is Making Your Business Grow Copyright Dr Alan Rae 2007
  31. 31. Our Business is Making Your Business Grow Copyright Dr Alan Rae 2007
  32. 32. Amazon – Institutionalised ReputationInstitutionalised Reputation Our Business is Making Your Business Grow Copyright Dr Alan Rae 2007
  33. 33. So what next Build our reputation – improve process and b ild i i ibuild capacity to improve margins. rainwater harvestingrainwater harvesting growing more of our own stock Operations improve performance and give opportunities for new offerspp Do more business with our existing customers cross sell and up sell findcustomers – cross sell and up sell – find new ways to engage with them. Copyright Dr Alan Rae 2009
  34. 34. If you would like help analysingy p y g your business like this Contact Alan Rae onContact Alan Rae on 0845 094 0407 or 07958 200112 Or email me at alan@howtodobusiness.com Our Business is Making Your Business Grow Copyright Dr Alan Rae 2009

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