grow a sustainable business
Post on 06-Apr-2017
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THINGS WE WILL COVER
SHERPA GROW A SUSTAINABLE BUSINESS
THINGS WE WILL COVER
• 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
Poor or lack of Marketing
SHERPA GROW A SUSTAINABLE BUSINESS
#1 COMMON MISTAKES
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
Multiple Channels of Marketing
Find where your customers hang out
and start telling them a ‘STORY’!
SHERPA GROW A SUSTAINABLE BUSINESS
What Channels
ABOVE
BELOW
SHERPA GROW A SUSTAINABLE BUSINESS
Consumers have made 90%
of the purchasing decision before
contacting/visiting supplier.
SHERPA GROW A SUSTAINABLE BUSINESS
The change in the purchasing landscape
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
Never LEAVE the customers side
SHERPA GROW A SUSTAINABLE BUSINESS
Customer Purchasing lifecycle
AWARENESS INFORMATION GATHERING SELECTIONEVALUATION
SHERPA GROW A SUSTAINABLE BUSINESS
SHERPA GROW A SUSTAINABLE BUSINESS
SUMMARY
• Multiple Marketing Channels
• Produce and Optimise Content
COMMON MISTAKES #1
• Consistent target market communication
SHERPA GROW A SUSTAINABLE BUSINESS
COMMON MISTAKES #2
They have a web presence just because…
• 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
• Make sure people can find your website
…If you are going to be online be online!
• Ensure website has a purposeSEO, SEM & Content are critical
SHERPA GROW A SUSTAINABLE BUSINESS
They have a web presence just because…COMMON MISTAKES #2
SHERPA GROW A SUSTAINABLE BUSINESS
#2 They have a web presence just because…COMMON MISTAKES
• Keep up with customer purchasing habits
SHERPA GROW A SUSTAINABLE BUSINESS
#2 They have a web presence just because…COMMON MISTAKES
• Keep up with customer purchasing habits 50% of purchases
in the digital sphere
will be via MOBILE
in 2016
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
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
SHERPA GROW A SUSTAINABLE BUSINESS
COMMON MISTAKES #3
They have a leaking bucket!
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
SHERPA GROW A SUSTAINABLE BUSINESS
SUMMARY COMMON MISTAKES #3
• Customer activation & repeat purchase systems
• Have a Database and use it
• Referral systems
MEASURE WHAT MATTERS
SHERPA GROW A SUSTAINABLE BUSINESS
Metrics are good but the right metrics are GREAT!
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
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
A GREAT CUSTOMER EXPERIENCE
Customer service is not a value proposition.. it is a part of doing business
SHERPA GROW A SUSTAINABLE BUSINESS
• 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
Delivery is seen as a necessary evil...
SHERPA GROW A SUSTAINABLE BUSINESS
A GREAT CUSTOMER EXPERIENCE
Control your customer experience from store to door
SHERPA GROW A SUSTAINABLE BUSINESS
CONTROL YOUR EXPERIENCE FROM STORE TO DOOR
You need a great delivery experience!
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
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
HAVE AN APP?
Integrate
shipping with
real time
tracking and
ETA if available
SHERPA GROW A SUSTAINABLE BUSINESS
SHERPA GROW A SUSTAINABLE BUSINESS
CONSOLIDATING YOUR DELIVERY ENVIRONMENT
• 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
SHERPA GROW A SUSTAINABLE BUSINESS
SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT
SHERPA 2.0
SHERPA GROW A SUSTAINABLE BUSINESS
SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT
SHERPA 2.0
• 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
QUESTIONS?
THANK YOU!
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