Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Grow a sustainable business

339 views

Published on

A presentation centred on a few key fundamentals small businesses should consider as they grow their business. Marketing, customer experience, metrics and of course controlling the customer experience from store to door.

  • Be the first to comment

Grow a sustainable business

  1. 1. Grow a sustainable business | BEN NOWLAN | WWW.SHERPA.NET.AU WORKSHOP:
  2. 2. THINGS WE WILL COVER SHERPA GROW A SUSTAINABLE BUSINESS THINGS WE WILL COVER
  3. 3. • 3 common mistakes all small businesses make and how to fix them • Metrics, Measuring what matters to your business • A great customer experience • Controlling the customer experiencece from store to door SHERPA GROW A SUSTAINABLE BUSINESS THINGS WE WILL COVER
  4. 4. Poor or lack of Marketing SHERPA GROW A SUSTAINABLE BUSINESS #1COMMON MISTAKES
  5. 5. Rely on one or two marketing channels • People are creatures of habit, lazy, and or get distracted • Purchasing behaviours have changed • You need to be with them all the way on the purchasing lifecycle SHERPA GROW A SUSTAINABLE BUSINESS COMMON MISTAKES #1
  6. 6. Multiple Channels of Marketing Find where your customers hang out and start telling them a ‘STORY’! SHERPA GROW A SUSTAINABLE BUSINESS
  7. 7. What Channels ABOVE BELOW SHERPA GROW A SUSTAINABLE BUSINESS
  8. 8. Consumers have made 90% of the purchasing decision before contacting/visiting supplier. SHERPA GROW A SUSTAINABLE BUSINESS The change in the purchasing landscape
  9. 9. More information available online (blogs, reviews, lists, aggregators…) Optimised Content Contribute your own content for blogs, lists, etc SHERPA GROW A SUSTAINABLE BUSINESS The change in the purchasing landscape Stay on top of reviews and feedback
  10. 10. Never LEAVE the customers side SHERPA GROW A SUSTAINABLE BUSINESS
  11. 11. Customer Purchasing lifecycle AWARENESS INFORMATION GATHERING SELECTIONEVALUATION SHERPA GROW A SUSTAINABLE BUSINESS
  12. 12. SHERPA GROW A SUSTAINABLE BUSINESS SUMMARY • Multiple Marketing Channels • Produce and Optimise Content COMMON MISTAKES #1 • Consistent target market communication
  13. 13. SHERPA GROW A SUSTAINABLE BUSINESS COMMON MISTAKES #2 They have a web presence just because…
  14. 14. • Make sure people can find your website …If you are going to be online be online! • Ensure website has a purpose SHERPA GROW A SUSTAINABLE BUSINESS They have a web presence just because…COMMON MISTAKES #2
  15. 15. • Make sure people can find your website …If you are going to be online be online! • Ensure website has a purpose SEO, SEM & Content are critical SHERPA GROW A SUSTAINABLE BUSINESS They have a web presence just because…COMMON MISTAKES #2
  16. 16. SHERPA GROW A SUSTAINABLE BUSINESS #2 They have a web presence just because…COMMON MISTAKES • Keep up with customer purchasing habits
  17. 17. SHERPA GROW A SUSTAINABLE BUSINESS #2 They have a web presence just because…COMMON MISTAKES • Keep up with customer purchasing habits50% of purchases in the digital sphere will be via MOBILE in 2016
  18. 18. SHERPA GROW A SUSTAINABLE BUSINESS #2 They have a web presence just because…COMMON MISTAKES • Make it easy for customers to buy PAYMENT BASKET 3D SECURE CONFIRM
  19. 19. SHERPA GROW A SUSTAINABLE BUSINESS SUMMARY • Ensure your website has purpose COMMON MISTAKES #2 • Be available on mobile • Have a great check out experience • Ensure your business is discoverable
  20. 20. SHERPA GROW A SUSTAINABLE BUSINESS COMMON MISTAKES #3 They have a leaking bucket!
  21. 21. Plug the leaking bucket • Know your funnel metrics • Activate customers quickly • Drive repeat purchases • Optimise your online purchasing experience • Insert feedback and review systems • Have a Database • Capture leads and add to your database at every opportunity possible They have a leaking bucket!COMMON MISTAKES #3 SHERPA GROW A SUSTAINABLE BUSINESS
  22. 22. SHERPA GROW A SUSTAINABLE BUSINESS SUMMARY COMMON MISTAKES #3 • Customer activation & repeat purchase systems • Have a Database and use it • Referral systems
  23. 23. MEASURE WHAT MATTERS SHERPA GROW A SUSTAINABLE BUSINESS Metrics are good but the right metrics are GREAT!
  24. 24. VANITY METRICS ACTIONABLE METRICS Registered Users Website Visits Gross Revenue Number of sales Active Users Website Conversions Net Revenue, Gross Margin CAC x LTV SHERPA GROW A SUSTAINABLE BUSINESS METRICS WHAT MATTERS
  25. 25. VANITY METRICS ACTIONABLE METRICS Registered Users Website Visits Gross Revenue Number of sales Active Users Website Conversions Net Revenue, Gross Margin CAC x LTV SHERPA GROW A SUSTAINABLE BUSINESS METRICS WHAT MATTERS Metrics drive decisions Implement a daily, weekly and monthly cadence of reviewing metrics
  26. 26. A GREAT CUSTOMER EXPERIENCE Customer service is not a value proposition.. it is a part of doing business SHERPA GROW A SUSTAINABLE BUSINESS
  27. 27. • Ask yourself what’s an ideal experience of buying from me? • Mystery shoppers • Surprise and delight SHERPA GROW A SUSTAINABLE BUSINESS A GREAT CUSTOMER EXPERIENCE Find your way to WOW your customers
  28. 28. Delivery is seen as a necessary evil... SHERPA GROW A SUSTAINABLE BUSINESS A GREAT CUSTOMER EXPERIENCE Control your customer experience from store to door
  29. 29. SHERPA GROW A SUSTAINABLE BUSINESS CONTROL YOUR EXPERIENCE FROM STORE TO DOOR You need a great delivery experience!
  30. 30. Customers want options so give them... ONLINE CHECKOUT OVER THE PHONE SHERPA GROW A SUSTAINABLE BUSINESS CONTROL YOUR EXPERIENCE FROM STORE TO DOOR IN STORE
  31. 31. SHERPA GROW A SUSTAINABLE BUSINESS Digitising the experience Integrate your shipping at checkout and provide tracking notifications to customers. CONTROL YOUR EXPERIENCE FROM STORE TO DOOR
  32. 32. HAVE AN APP? Integrate shipping with real time tracking and ETA if available SHERPA GROW A SUSTAINABLE BUSINESS
  33. 33. SHERPA GROW A SUSTAINABLE BUSINESS CONSOLIDATING YOUR DELIVERY ENVIRONMENT
  34. 34. • On-demand • Same day (Ad-hoc, 4 hour and volume) • Delivery Tracking Facility • Delivery booking facility (Sherpa and 3rd party carriers) • Delivery & driver management platform SHERPA GROW A SUSTAINABLE BUSINESS SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT
  35. 35. SHERPA GROW A SUSTAINABLE BUSINESS SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT SHERPA 2.0
  36. 36. SHERPA GROW A SUSTAINABLE BUSINESS SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT SHERPA 2.0
  37. 37. • 3 common mistakes all small businesses make and how to fix them • Metrics, Measuring what matters to your business • A great customer experience • Controlling the experience from store to door SHERPA GROW A SUSTAINABLE BUSINESS THINGS WE COVERED
  38. 38. QUESTIONS?
  39. 39. THANK YOU!

×