This document provides guidance on how to build a world-class digital agency. It discusses defining a vision and target customers, developing service offerings in areas like strategy, design, development and analytics, establishing a process for delivering services, crafting a unique selling proposition, and attracting and retaining top talent. The overall message is that defining a clear vision and focus on insights, customers, offerings, process and talent are keys to growing a successful digital agency.

1. HOW TO BUILD
A WORLD-CLASS DIGITAL AGENCY

2. MING CHAN
CEO THE1STMOVEMENT
TWITTER @MINGATT1M

3. 2 Inc. 500 “Fastest Growing Companies” in America
#3 “Best Places to Work” in Los Angeles
#6 Inc. Magazine “Top Asian-Run Companies” in America
#10 “Fastest Growing Private Companies” in Los Angeles
#20 “Top Advertising Agencies” in Los Angeles

5. WHAT IS A DIGITAL AGENCY
(OR PRODUCTION SHOP)?

6. CONSUMERS
BANNERS MOBILE DIGITAL
SIGNAGE
WEBSITES TABLETS KIOSK
GAMES DIGITAL TOUCHSCREEN
SOCIAL MEDIA DEVICES TV
DIGITAL AGENCY
BRANDS

7. CONSUMERS
BANNERS MOBILE DIGITAL
WEBSITES TABLETS
SIGNAGE
KIOSK PRODUCTION
GAMES DIGITAL
DEVICES
TOUCHSCREEN SHOPS
SOCIAL MEDIA TV
DIGITAL AGENCY
BRANDS

8. STRATEGY DESIGN
• Digital Brand Strategy • Brand Identity & Messaging
• Digital Brand Positioning • User Interface Design
• Integrated Campaign Strategy • Website Design
• Online Media Planning • Mobile & Devices Content Design
• Market/User Research & Insights • Motion Graphics Design
DEVELOPMENT ANALYTICS
• Web Development • Campaign Performance Measurement
• Mobile & Tablet Application Development • Campaign Performance Analysis
• Desktop Application Development • Web Analytics and Custom Reporting
• Rich Internet Application Development • User Testing & Usability Analysis
• Social Platforms & Applications • Social Monitoring & Reporting

9. STRATEGY DESIGN
• Digital Brand Strategy • Brand Identity & Messaging
• Digital Brand Positioning • User Interface Design
• Integrated Campaign Strategy • Website Design
• Online Media Planning • Mobile & Devices Content Design
• Market/User Research & Insights • Motion Graphics Design
DEVELOPMENT ANALYTICS
• Web Development • Campaign Performance Measurement
• Mobile & Tablet Application Development • Campaign Performance Analysis
• Desktop Application Development • Web Analytics and Custom Reporting
• Rich Internet Application Development • User Testing & Usability Analysis
• Social Platforms & Applications • Social Monitoring & Reporting

13. AGENCY
PRODUCT SERVICE

14. PROS CONS
• LOW START-UP COST • SELLING TIME
• IMMEDIATE REVENUE • PROFITABILITY
• HIGH DEMAND • SCALABILITY

15. v.s.
+30% +14% Nielsen Company, 2011
15

16. EXPENSIVE
PRODUCTION STRATEGY
DIGITAL AGENCY
PRODUCTION SHOP
AFFORDABLE

17. PRODUCTION SHOP VS. AGENCY
80 $10M+
60 RETAINERS
STAFFS
PRODUCTION SHOP DIGITAL AGENCY
40 OR AGENCY?
20 $2M+ PROJECTS
$500K+
PRODUCTION SHOP
0 5 10
YEARS

18. STARTING AN AGENCY
(OR SHOP)

19. VISION - THE WHY
CUSTOMERS - THE WHO
OFFERINGS - THE WHAT
PROCESS - THE HOW

20. GROWING AN AGENCY
(OR SHOP)

21. USP - THE SALES PITCH
TALENT - THE KEY

22. VISION - THE WHY

23. TO MAKE A CONTRIBUTION
TO THE WORLDMIND
MAKING TOOLS FOR THE
BY
THAT ADVANCE HUMANKIND

24. TO ORGANIZE THE
WORLD’S INFORMATION AND
MAKE IT UNIVERSALLY
ACCESSIBLE AND USEFUL

25. TO TRANSFORM
BRANDS THROUGH
DIGITAL MEDIA

26. WORKSHOP #1
IN 20 YEARS,
• WHAT WOULD YOUR COMPANY HAVE ARCHIVED?
• WHAT WOULD YOUR EMPLOYEES SAY ABOUT THE COMPANY?
• WHAT WOULD YOUR CUSTOMERS SAY ABOUT THE COMPANY?
• WHAT WOULD OTHERS SAY ABOUT THE COMPANY?

27. CUSTOMERS - THE WHO

28. WORKSHOP #2
WHO DO YOU WANT TO DO BUSINESS WITH?
• INDUSTRY SECTORS?
• COMPANY SIZE?
• WHAT POSITION OF BUSINESS CONTACT?

29. OFFERINGS - THE WHAT

30. WORKSHOP #3
WHAT SERVICES/PRODUCTS ARE YOU OFFERING?
STRATEGY DESIGN
• Digital Brand Strategy • Brand Identity & Messaging
• Digital Brand Positioning • User Interface Design
• Integrated Campaign Strategy • Website Design
• Online Media Planning • Mobile & Devices Content Design
• Market/User Research & Insights • Motion Graphics Design
DEVELOPMENT ANALYTICS
• Web Development • Campaign Performance Measurement
• Mobile & Tablet Application Development • Campaign Performance Analysis
• Desktop Application Development • Web Analytics and Custom Reporting
• Rich Internet Application Development • User Testing & Usability Analysis
• Social Platforms & Applications • Social Monitoring & Reporting

31. PROCESS - THE HOW

32. WORKSHOP #4
WHAT IS YOUR PROCESS TO DELIVER YOUR PRODUCTS/SERVICES?
INSIGHT
MEASURE
Insight Driven Innovation
TM
DESIGN
DEVELOP
/DEPLOY

33. USP - THE SALES PITCH

35. Square enables anyone to accept credit
cards anywhere. We offer an easy to use,
free credit card reader that plugs into any
mobile devices. There are no extra
equipment, complicated contracts, monthly
fees or merchant account required.

36. Through our insight-driven approach, we
leverage digital media to create interactive
experiences that capture attention, build
engagement, and demonstrate measurable
results for the world’s strongest brands.

37. WORKSHOP #5
WHAT IS YOUR UNIQUE SELLING PROPOSITION?
MY COMPANY ______________
OFFERS ___________________
FOR ______________________
TO _______________________
THROUGH _________________

38. MY COMPANY THE1STMOVEMENT
OFFERS DIGITAL ADVERTISING SOLUTIONS
FOR FORTUNE 500 BRANDS
TO CREATE INTERACTIVE EXPERIENCES THAT
CAPTURE ATTENTION, BUILD ENGAGEMENT
AND DEMONSTRATE MEASURABLE RESULTS
THROUGH OUR INSIGHT-DRIVEN APPROACH

39. TALENT - THE KEY

40. STRATEGY DESIGN
Director of Strategy Creative Director(s)
Digital Strategist(s) User Interface Designer(s)
Online Media Planner Web Designer(s)
Motion Graphics Designer(s)
Game Designer(s)
DEVELOPMENT ANALYTICS
Director of Technology Campaign Analyst(s)
Technical Director(s) Usability Researcher(s)
Mobile Device Developer(s)
Web Developer(s)
Game Developer(s)
ADMINISTRATION
Director of Operations
QA Tester(s)
Director of Finance
Office Manager(s)

41. WORKSHOP #6
HOW DO YOU ATTACT AND RETAIN TALENT?
• FINANCIAL COMPENSATIONS (SALARY, OWNERSHIP, ETC.)?
• JOB RESPONSIBILITIES?
• CAREER PATH?
• COMPANY CULTURE?
1. WHAT ARE YOUR PERSONAL VALUES?
2. WHAT ARE YOUR EMPLOYEES’ PERSONAL VALUES?
3. COMBINE TO CREATE ACTIONABLE COMPANY CORE VALUES
4. HIRE, FIRE AND GROW EMPLOYEES AROUND COMPANY CORE VALUES

42. STARTING AN AGENCY
(OR SHOP)

43. VISION - THE WHY
CUSTOMERS - THE WHO
OFFERINGS - THE WHAT
PROCESS - THE HOW

44. GROWING AN AGENCY
(OR SHOP)

45. USP - THE SALES PITCH
TALENT - THE KEY

46. CHASE THE VISION, AND THE
MONEY WILL FOLLOW
TONY HSIEH, ZAPPOS

47. THANKS!
MING CHAN
CEO THE1STMOVEMENT
TWITTER @MINGATT1M