2. What does Feedia do?
We are a digital agency.
We create digital strategies.
A digital agency does research of online trends and
behavior, website planning and documentation, website
design, website marketing, social media, digital
advertising, website programming and iPhone applications
all wrapped up into a ‘digital strategy.’
3. What are we talking about?
A web strategy comes BEFORE building a website.
1) Knowledge and awareness of the internet
2) Give your clients more from your existing tools
3) Help your clients to set and structure a budget
4. “You’d be screwed without a springket™”
Springkets are necessary to manufacturing and
operating the machines in Feedia.
Before Feedia Springkets, machines had parts
imported at great expense and often took a long
time. Now they can do it locally for less
money, less time and better service.
However in recent times, the competition have
moved in and Feedia Springkets needs to
respond or risk losing market share.
5. Meet Eddy
Eddy is the CEO and founder of Feedia
Springkets which was started in 2001.
At the age of 42, Eddy has had a long career
as a springket mechanic and later as an
engineer in the Feedia Mines.
Since the opening in 2001, Feedia Springkets
has grown from strength to strength due to
their reputation in the marketplace for quality
work and the regular demand for springkets.
However due to new competitors, clients are
comparing suppliers and their prices on the
internet. Eddy knows he needs to adapt the
business to keep up with the times and retain
market share but isn’t confident about web.
6. What is Eddy challenged with?
1) Feedia Springkets is running at 50% capacity
2) He wants to expand but doesn’t know how
3) Advertising in trade magazines doesn’t bring new customers
4) Existing customers are loyal but competition is growing
5) He wants more coverage, more income and security from his clients
6) He needs a bigger sales effort but traditional methods are costly and risky
7. So, what can Eddy do?
1) Employ a full time sales team with benefits and sell between 9am to 5pm
2) Design and print some leaflets and drop them into letterboxes
3) Run a sales event that targets local businesses
4) Call all his customers using a call centre, one by one
5) Send his customers a letter to scout for business
6) Build a website to streamline client communication, sell springkets
online, promote the value of his brand and generate springket prospects
24/7.
8. Hmm, so what next?
Stop. Feedia Springkets needs a plan.
To develop any strategy, an agency benefits from:
1) A short business plan
2) A client summary list
3) Financial projections
9. The short business plan
The current need vsthe solution
The Unique Selling Advantage
The parties involved
The competitors
The target customers
The income streams
The KPIs
The exit strategy
The SWOT analysis
10. The value of a business plan
We understand the business’s function.
We understand the industry.
We understand the position in the marketplace.
We understand what the business is wanting to do.
11. Who are the customers?
Feedia Springkets Company Sample Client List
Growth Client
Custom Work
Annual Value
Maintenance
Last Contact
Installation
Consulting
Frequency
Wholesale
Planning
Delivery
Repairs
Retail
Company Name Contact Location Client comments
BS Factories Bill Smith QLD • • • • • • Asks lots of questions and sends orders last minute 1M $15,000 Monthly Yes
Bodgy Steel Don Bodgy NSW • • • Needs Springkets only when they break 3M $1,800 Annually No
Hero Houses Jenny Brown QLD • • • • • Hero Houses USP is Springkets. They need them! 1W $50,000 Weekly Yes
Discount Parts John Black VIC • • • Buys wholesale and sells them as SprongkyBits 6M $180,000 Weekly Yes
Shady Superworks Jimmy Shady QLD • • • • • Buys a lot but won't do paperwork and late payer 1M $90,000 Monthly No
Captain Construction Amy Anderson QLD • • • • • Is a good customer but always shopping around 2W $28,000 Monthly Yes
The Demanding Customer The Security Customer
The Wholesale Customer The Neutral Customer
The Retail Customer The Unreliable Customer
12. The value of a client list
Who are the clients?
What are the income streams?
Where are the communication problems?
How much are they worth to the business?
How often do they buy from the business?
Will they help or hinder growth? How can we help them?
14. The value of looking forward
What we take from the business plan’s financials
1) How many extra clients do we need?
2) What is the value per client and is there an increase needed?
2) What are the COGS per client?
3) Can these be reduced with better systems and process?
4) What are the operating costs?
5) What can and is being done to keep these down?
15. This seems very businessy.
What about the website?
A digital strategy is a marketing function, not an IT function
1) Target Market research and understanding
2) Competitor Analysis
3) The strategy to make it work
4) The strategy to manage business growth and cash flow
16. So, what can Eddy do?
1) Employ a full time sales team with benefits and sell between 9am to 5pm
2) Design and print some leaflets and drop them into letterboxes
3) Run a sales event that targets local businesses
4) Call all his customers using a call centre, one by one
5) Send his customers a letter to scout for business
6) Build a website to streamline client communication, sell springkets
online, promote the value of his brand and generate springket prospects
24/7.
17. How could a digital strategy help?
1) Generate leads 24/7 for his sales force to save initial prospecting time
1) Help existing customers buy from him and reduce account management
2) Promote the sales event to a wider region to generate more interest
3) Sell his Springkets online so people out of his local area can buy 24/7
4) Communicate why Feedia Springkets are the best choice
5) Find people who are searching for springkets but don’t know where to buy
6) Reduce costs by making the sales and administration process more efficient
7) Can this be built over time to break up cost and manage growth?
19. Setting a budget
The soft question:
What is the expected NPAT and growth per year?
The hard question:
If Feedia Springkets stood to increase NPAT by $100,660
over the next 12 months, how much would the company be
prepared to invest overall to achieve that?
20. Measure three times, cut once.
Explaining the business provides understanding.
Research and due diligence provides direction.
Building a strategy provides structure and confidence.
Defining a budget provides financial control.
Defining a budget provides boundaries for the agency.
21. Digital strategy is our business.
Feedia explore ideas and design digital strategies that
generate income, ROI and rewarding experiences.
We listen, observe and understand people to help
create clever tools that your customers will love.
