2. WHAT WE KNOW
● we are turnkey
● we have secure contracts with notable brands
● solid track record - on time, to budget
● we can build nationally
● we can build anything
● we have the knowledge to assist businesses make
educated decisions
● we are highly specialised in the hospitality industry
● we have a number of key franchise contracts in place
3. OUR COMPETITION
● TU PROJECTS
● MEN IN BUILDING
● JBM
● INTERFIT
● INNOVA
● KRUEGER
● SHOPFIT
4. BROAD RANGE
WORK AT A
STATE LEVEL
BROAD RANGE
WORK AT A
NATIONAL LEVEL
SMALL RANGE
WORK AT A
STATE LEVEL
SMALL RANGE
WORK AT A
NATIONAL LEVEL
BROAD RANGE
SPECIALISED RANGE
STATE LEVEL NATIONAL LEVEL
DIAMOND
MADE
Shop fit
Australia
6. FEW SERVICE
OFFERINGS,
EARLY POINT OF
ENGAGEMENT
TURN KEY
SERVICE, EARLY
POINT OF
ENGAGEMENT
FEW SERVICE
OFFERINGS
FINAL STAGES
BROAD RANGE
SERVICE LATE
POINT OF
ENGAGEMENT
EARLY POINT OF ENGAGEMENT
BASIC RANGE
LATE POINT OF ENGAGEMENT
Shop fit
Australia
DIAMOND
MADE
7. SWOT ANALYSIS - DIAMOND MADE
STRENGTHS
● Specialised - hospitality - expert
advisory team
● Service offering - open builders
licence
WEAKNESSES
● Less presence in diverse industries
● New company, virtually unknown
● Not awarded
● Low industry recognition
OPPORTUNITIES
● New - can be seen as contemporary +
present
● Reach - national
● Can manage new business projects
from inception to completion
● New franchise projects eg - P3,
Rockin’ Brews
● Launch with strong, bold brand and
communicate effectively with strong T.
O.V - own the space
THREATS
● Competitors are awarded
● Competitors have prominent brand
clients
● Highly established competitors with
recognised brand franchises already
completed and relationships in place
8. DIAMOND MADE - TARGET
Client perception of target audience
is very broad :
● LARGE SCALE HOSPITALITY PROJECTS
● $1-$2M BUDGETS
11. DEFINED TARGET AUDIENCE
1. NEW BUSINESS NOVICE
Never been in business before
looking for assistance from concept inception
no premises
no funding
no idea how to begin the process
impressionable
excited
13. DEFINED TARGET AUDIENCE
2. FRANCHISE OPPORTUNITIES
New franchises
looking for no fuss solution with the ability to expand with franchisee
ambitions nationally
potentially have relationships in place, multiple location openings
requiring further partnerships
15. DEFINED TARGET AUDIENCE
3. BIG FISH
Hoteliers and Hotel chains
Established, big name restaurateurs and hospitality icons
eg Justin Nord, Justin Hemmes, James Packer
16. BIG FISH
respected
highly
established
research
competitors
key person of
influence
experienced
ambitious
high
business
acumen
big goals
established
relationships in
place
reads business
reviews
decisive
will have
partnerships in
place
global knowledge
strong brand
always working
on next big thing discerning
strong business
foundation
national/global
values strong
organisation
a step
ahead
finger on the
pulse
highly
connected
competitors in check
heavily staffed -
hard to reach
decision makers
high level of organic
pr
secure and
confident
driven and highly
focused
globally
connectedopen to new
opportunities
not easily
impressed
opportunistic
self starter
best of
everything
high flyer
20. GOING DEEPER - TARGETED
● pr - targeting key industry publications + business
publications with relevant content
● create a destination beyond website for monthly
business tips and advice (ie monthly “top ten”)
● social strategy - create constant chatter
● must be present where the industry present
● must create a presence where consumers present
● we need to win awards - have presence at awards
● create an online business tool/app for people to use and
interact with the brand
21. TARGET AUDIENCE 1 - NEWBIES
● financial institutions/websites
● linkedin
● business review publications/financial publications
● inflight magazines
● home improvement and inspiration publications
● google
● facebook
● twitter
● instagram
● pinterest
● home improvement shows
● business related tv shows
● competitors businesses
22. TARGET AUDIENCE 2 -
FRANCHISE OWNERS
● financial institutions/websites
● linkedin
● business review publications/financial publications
● mainstream publications
● business networks
● inflight magazines
● word of mouth
● google
● twitter
23. TARGET AUDIENCE 3 - BIG FISH
● financial institutions/websites
● linkedin
● business review publications/financial publications
● mainstream publications
● business networks
● inflight magazines
● word of mouth
● google
● twitter
● MOST IMPORTANTLY - DIRECT WITH A STRONG MESSAGE AND
BUSINESS PROPOSITION, LEVERAGING KEY PEOPLE OF
INFLUENCE ALREADY PARTNERING WITH DIAMOND MADE
