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.

1. Grow a sustainable business
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2. THINGS WE WILL COVER
SHERPA GROW A SUSTAINABLE BUSINESS
THINGS WE WILL COVER

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. Poor or lack of Marketing
SHERPA GROW A SUSTAINABLE BUSINESS
#1COMMON MISTAKES

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. Multiple Channels of
Marketing
Find where your customers hang out
and start telling them a ‘STORY’!
SHERPA GROW A SUSTAINABLE BUSINESS

7. What Channels
ABOVE
BELOW
SHERPA GROW A SUSTAINABLE BUSINESS

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. 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. Never LEAVE
the customers side
SHERPA GROW A SUSTAINABLE BUSINESS

11. Customer Purchasing
lifecycle
AWARENESS
INFORMATION
GATHERING
SELECTIONEVALUATION
SHERPA GROW A SUSTAINABLE BUSINESS

12. SHERPA GROW A SUSTAINABLE BUSINESS
SUMMARY
• Multiple Marketing Channels
• Produce and Optimise Content
COMMON MISTAKES #1
• Consistent target market communication

13. SHERPA GROW A SUSTAINABLE BUSINESS
COMMON MISTAKES #2
They have a web presence
just because…

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. • 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. SHERPA GROW A SUSTAINABLE BUSINESS
#2 They have a web presence just because…COMMON MISTAKES
• Keep up with customer purchasing habits

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. 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. 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. SHERPA GROW A SUSTAINABLE BUSINESS
COMMON MISTAKES #3
They have a leaking bucket!

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. SHERPA GROW A SUSTAINABLE BUSINESS
SUMMARY COMMON MISTAKES #3
• Customer activation & repeat purchase
systems
• Have a Database and use it
• Referral systems

23. MEASURE WHAT MATTERS
SHERPA GROW A SUSTAINABLE BUSINESS
Metrics are good but the
right metrics are GREAT!

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. 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. A GREAT CUSTOMER
EXPERIENCE
Customer service is not a value
proposition.. it is a part of doing business
SHERPA GROW A SUSTAINABLE BUSINESS

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. 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. SHERPA GROW A SUSTAINABLE BUSINESS
CONTROL YOUR EXPERIENCE
FROM STORE TO DOOR
You need a great delivery
experience!

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. 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. HAVE AN APP?
Integrate
shipping with
real time
tracking and
ETA if available
SHERPA GROW A SUSTAINABLE BUSINESS

33. SHERPA GROW A SUSTAINABLE BUSINESS
CONSOLIDATING YOUR
DELIVERY ENVIRONMENT

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. SHERPA GROW A SUSTAINABLE BUSINESS
SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT
SHERPA 2.0

36. SHERPA GROW A SUSTAINABLE BUSINESS
SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT
SHERPA 2.0

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. QUESTIONS?

39. THANK
YOU!