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

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. 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. 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. 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. 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. 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. Here it is!

8. And the business
b l k l k hbegan to look like this

9. But it was scary!
2 acres of dead Chrysanths2 acres of dead Chrysanths

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. From rotovator
to marketto market

12. And now the Intelligent Gardeng
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007

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. Journey Maps for different types of
business a model from my day jobbusiness – a model from my day job

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. Plants 4 PresentsPlants 4 Presents
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009

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. 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. 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. So – what does the customer
journey on the site look likejourney on the site look like

24. P4P detailed Touch PointsP4P detailed Touch Points
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009

25. PackagingPackaging

26. Ladybird PlantCarey
Customers older, more traditional
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009

28. With the veg – we’re ag
little more social
• BlogBlog
• We tweet our activities on the markets
• Could we use social media more?

29. Fletching GlasshousesFletching Glasshouses
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009

30. Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007

31. 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

32. Intelligent GardenIntelligent Garden
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2009

33. Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007

34. Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007

35. Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007

36. Amazon –
Institutionalised ReputationInstitutionalised Reputation
Our Business is Making Your
Business Grow
Copyright Dr Alan Rae
2007

37. 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

38. 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