Learn how to use a business strategy tool known as the “Business Model Canvas” to increase the income streams you get within your local council, such as venue and facility hire. Along with the strategy, John shows the practical steps to promote your venue and facilities using Google, Facebook and email.

1. How to generate
income from your
council's community
facilities 🚀
John Fagan, CEO, Scribe

2. ● Low levels of facility bookings
● Need investment to improve facilities (not sustainable)
● Customers not aware of what you offer
● Don’t know how to promote facilities without incurring
lots of costs
● Don’t know what the community really wants
● Managing bookings and scheduling
● I’m not sure where to start
Challenges, pain point and furstrations

3. Learning Outcomes - 5 Tips
Understand the core building blocks of
business strategy
Able to identify the necessary steps to
ensure the right people know about your hall
Confident you know how to maximise your
revenue potential
Ready to take your bookings and council
revenue to the next level

4. 25 years experience working in
startups and scaleups.
Founder of Sync the City, an event
which attempts to build and launch a
startup in a weekend.
7 years running, supported over 80
startup teams.
Lead the marketing engine at Scribe.
Why listen to John?

5. Why do we Care at Scribe?

6. #1
Define your
BUSINESS
do you have a basic
understanding of the
components that are
required to run a business?
Do you have a strategy?

7. Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners
Cost Structure
Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue Streams
John Fagan 0.3
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com(https://neoschronos.com). License: CC BY-SA 3.0

8. Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners
Cost Structure
Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue Streams
John Fagan 0.x
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com(https://neoschronos.com). License: CC BY-SA 3.0
YOUR
COUNCIL
People, partners, activities & resources
YOUR
CUSTOMERS
Who are they, where are they, how to
reach and engage them.
YOUR BUSINESS VIABILITY
COSTS versus REVENUE
OFFER
Value Exchange
🤝

9. Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners
Cost Structure
Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue Streams
Local venue
Cheaper than commercial
venues, especially if they have
discounts
Support your community
Managing booking enquiries,
requirements, confirmation
Creating invoicing and
payments
Caretaking and maintenance
Phone
Email
Booking clerk
Caretaker
Website page
Precept
Fees for hiring by the hour or day
Grants
Maintenance
Utilities
Staff
Dayworth town council John Fagan 0.3
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com(https://neoschronos.com). License: CC BY-SA 3.0
Residents
Non residents

10. #2
Describe your
CUSTOMERS
Do you know who your
customers are and which
are the most valuable?

11. Divide and Conquer
Segmentation is important for marketing.
Break down your customer base into
groups depending on demographic,
behaviour & geography.
● Customer segmentation helps you
boost conversions
● Communicate more effectively with
customers to meet their specific
needs.
PRIORITISE YOUR SEGMENTS INTO
MOST PROFITABLE

12. Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners
Cost Structure
Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue Streams
Parents with kids at local
primary schools
People reaching milestone ages
- 18, 21, 30, 40, 50 years old
Societies and Clubs
Health and fitness coaches
Couples who are engaged to be
married
Entertainers
Local Businesses
Hire venue by the hour or day
Cheaper than commercial
venues
Resident discounts
Support the community
Managing booking enquiries,
requirements, confirmation
Creating invoicing and
payments
Caretaking and maintenance
Phone
Email
Booking clerk
Caretakers
Volunteers
Website page
Maintenance
Utilities
Staff
Fees for hiring by the hour or day
Precept
Grants
Dayworth town council John Fagan 0.3
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com(https://neoschronos.com). License: CC BY-SA 3.0

13. #3
Experiment
with your
CHANNELS
Are your delivering your
value proposition
to your customer segment
in a fast, efficient and cost-
effective manner?
Tip
Don’t wait till the end of
the presentation to give
the bottom line.
Reveal your product or
idea (in this case a
translation app) up front.

14. Google is King 👑
Organic Results
Appear in google results
when a user types in a
search term that matches
your venue description.
*Requires a digital destination (e.g.
google maps page, facebook page or
ideally a website)
Paid Results
Known as Pay-Per-Click
(PPC). You can pay to
appear at the top of the
Organic results via Google
Ads. You buy keywords,
such as “Weddings Norfolk”
Google Maps
Claim (or create) your
business on Google Maps
so you can appear on the
map (web, mobile) and in
Google search organic
results.

15. Organic Results
Optimise your digital content (text) so that search
engines can match it to search queries. Also
known as Search Engine Optimization (SEO).
Images are for users.
● URL
● Title
● Description
● Amazing Imagery (with alt text)
● Mobile friendly
Examples
● ❌ Trimingham Hall
● ❌ Southreps Village Hall
● ✅ First & Last, Trimingham

16. Google My Business
Easiest way to expose your business to your
customers. Your own dedicated business
profile for free.
Claim (or create) your business on google.
Ensure profile is 100% complete and keep it
updated.
● Venue Description
● Opening hours
● Website
● Contact - phone, email
See Welcome to a Business Profile on Google

17. Google My Business
If you have different offerings, create
multiple venues.
E.g. add tennis courts with specific
details about the courts.
Also consider claiming/creating your business
on other business directories.
● Facebook Local Page
● Trip Advisor
● Trustpilot
● Yelp
● Bing Places for Business
● Apple Maps

18. Got any ideas to combat loneliness?
Many of Trimingham residents suffer from loneliness. The village hall is
available on Monday evenings from 6-8pm. Do you have ideas of what we
can offer for people who suffer from loneliness?
We can offer the venue free for 3 months. Let us know!
Help us help you, so please share this post...
● Reach people where they “hangout” everyday.
● Join existing local communities and promote
your venue, services and events
● Build your own community by creating your own
facebook Group ( better than “Pages”)
● Start a movement, example post:
Facebook is Queen 👸

19. ● See which of your posts get best results and boost it.
● Boost the post with a total budget of £10-£20
● Choose an Audience of Age Group 20-70 and within 5 miles of your
venue
● There are more advanced methods/targeting only suitable for larger
budgets
Facebook Ads Work & Are Cheap

20. ● Email is cheap and it works
● Build a subscriber list to keep existing and new
customers updated
(Add a clear unsubscribe link)
● Email all your database including past bookers
(It is UK Data Protection Law Compliant)
● Use email to find new customers
(Outreach to businesses/trainers/coaches/clubs)
● Ask Councillors to email friends they think might be
interested
Email & More Email

21. Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners
Cost Structure
Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue Streams
Societies and Clubs
Local health and fitness
businesses
Parents with kids at local
primary schools
Couples who are engaged to be
married
Entertainers
People reaching milestone ages
- 18, 21, 30, 40, 50 years old
Businesses with more than 5
staff
Hire venue by the hour or day
Cheaper than commercial
venues
Resident discounts
Support the community
Managing booking enquiries,
requirements, confirmation
Creating invoicing and
payments
Caretaking and maintenance
Phone
Email
Booking clerk
Caretakers
Volunteers
Maintenance
Utilities
Staff
Fees for hiring by the hour or day
Precept
Grants
Website page
Google My Business
Email school, club & businesses
Join/Create Facebook Groups
Monthly newsletter
Dayworth town council John Fagan 0.3
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com(https://neoschronos.com). License: CC BY-SA 3.0

22. #4
Consider the
BUYING
EXPERIENCE
Do you have the right
customer relationship?
How does the experience
impact your ability to gain
customers?
Tip
Don’t wait till the end of
the presentation to give
the bottom line.
Reveal your product or
idea (in this case a
translation app) up front.

23. Anybody there?
Customers will look elsewhere if
booking a venue requires lots of
interactions (high touch), like phone
calls, answerphones, emails, contract
signing.
It won’t help if Booking clerks are
inflexible and a bit grumpy.
These are all BARRIERS.

24. Make it Easy
For a simple booking, it should take
minutes.
Consumers are used to this experience
when booking hotels, B&Bs, holidays
and commercial rooms etc..
Customers must be able research the
venue, review the key information,
services and rules. Check availability
and simple pricing, then book & pay.

25. Customer Journey
Provide a consistent and professional
customer experience, from first touch
to after sales.
Booking reminders with final venue
details and instructions.
Payment reminders and
confirmations.
Rebooking/renewals for repeat
customers.
Feedback requests
Task reminders for caretakers,.

26. Confidential Proudly prepared by Harris Computing Version 1.0
Scribe
Making location local communities smarter
Enable local communities to spend
more time engaging their
community and less time
administering it.
Why we exist

27. Purpose built
Cloud apps
Accounts - Transactions, Year-End, Invoicing, Bank
Reconciliations, Making Tax Digital, Budgeting & Forecasting
Cemetery - Cemetery records, burials, memorials, exclusive
rights, mapping, inspections, and payments and invoicing
Venue Hire - Single and block bookings, preferential rates,
reminders,online public bookings, payments and invoicing
Allotments - waiting lists/ tenancy agreements, plots,
invoices and payments, along with inspections and notices

28. Scribe Bookings
Manage venue bookings
Single and block bookings
Preferential rates
Reminders and notifications
Accept Online bookings
Online payments
Invoicing

29. Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners
Cost Structure
Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue Streams
Societies and Clubs
Local health and fitness
businesses
Parents with kids at local
primary schools
Couples who are engaged to be
married
Entertainers
People reaching milestone ages
- 18, 21, 30, 40, 50 years old
Businesses with more than 5
staff
Hire venue by the hour or day
Cheaper than commercial
venues
Resident discounts
Support the community
Managing booking enquiries,
requirements, confirmation
Creating invoicing and
payments
Caretaking and maintenance
Online booking and payments
Email for block booking
Phone for for big events
Automated reminders via email
and SMS
Booking clerk
Caretakers
Volunteers
Maintenance
Utilities
Staff
Email school, club & businesses
Facebook Groups
Email past customers
Website page
Business directory (Google, FB)
Fees for hiring by the hour or day
Precept
Grants
Dayworth town council John Fagan 0.3
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com(https://neoschronos.com). License: CC BY-SA 3.0

30. # 5
Grow your
BUSINESS
When you are targeting
the right product to the
right people, and providing
a great customer
experience, then the
flywheel will not stop.

31. Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners
Cost Structure
Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue Streams
Entertainment venue for private
and public parties and events
Weekly health and fitness
classes (physical and mental
health)
Clubs and societies - bridge,
poker, flower arranging, choir
and photography
Catering & entertainment can
be provided
Full service events
management
Hire venue by the hour or day
Resident discounts
Events planning
Marketing
Managing booking enquiries,
requirements, confirmation
Caretaking and maintenance
Parents with kids at local
primary schools
Couples who are engaged to be
married
People interested in health and
well being
Photography enthusiasts
People reaching milestone ages
- 18, 21, 30, 40, 50 years old
Businesses with more than 5
staff
etc…
Societies and Clubs
Local health and fitness
businesses
Catering
DJ
Comedian
Band
Room dressing
Street Food
Hog roast
Online booking to book one-off
single bookings
Email for block booking
Phone for for big events
Automated reminders via email
and SMS
Events Manager
Booking Clerk
Caretakers
Volunteers
Maintenance
Utilities
Staff
Email school, club & businesses
Facebook Groups
Email past customers
Website page
Business directory (Google, FB)
Fees for hiring by the hour or day
Commissions from partners
Events management fee
Car park hiring for farmers market, street food, carboot sales
Dayworth town council John Fagan 0.3
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com(https://neoschronos.com). License: CC BY-SA 3.0

32. What was the most helpful to you?

33. https://resources.scribeaccounts.com/tv-hall-checklist/

34. Free Conference for Clerks, RFO's and
Councillors.
● October 14th
● 10am-3pm
● Prize draws
● Book launch
www.scribe-fest.com
Scribefest

35. john.fagan@scribeaccounts.com
Thanks