grow a sustainable business

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Grow a sustainable business | BEN NOWLAN | WWW.SHERPA.NET.AU WORKSHOP:

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Page 1: Grow a sustainable business

Grow a sustainable business

| BEN NOWLAN | WWW.SHERPA.NET.AU

WORKSHOP:

Page 2: Grow a sustainable business

THINGS WE WILL COVER

SHERPA GROW A SUSTAINABLE BUSINESS

THINGS WE WILL COVER

Page 3: Grow a sustainable business

• 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

Page 4: Grow a sustainable business

Poor or lack of Marketing

SHERPA GROW A SUSTAINABLE BUSINESS

#1 COMMON MISTAKES

Page 5: Grow a sustainable business

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

Page 6: Grow a sustainable business

Multiple Channels of Marketing

Find where your customers hang out

and start telling them a ‘STORY’!

SHERPA GROW A SUSTAINABLE BUSINESS

Page 7: Grow a sustainable business

What Channels

ABOVE

BELOW

SHERPA GROW A SUSTAINABLE BUSINESS

Page 8: 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

Page 9: Grow a sustainable business

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

Page 10: Grow a sustainable business

Never LEAVE the customers side

SHERPA GROW A SUSTAINABLE BUSINESS

Page 11: Grow a sustainable business

Customer Purchasing lifecycle

AWARENESS INFORMATION GATHERING SELECTIONEVALUATION

SHERPA GROW A SUSTAINABLE BUSINESS

Page 12: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

SUMMARY

• Multiple Marketing Channels

• Produce and Optimise Content

COMMON MISTAKES #1

• Consistent target market communication

Page 13: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

COMMON MISTAKES #2

They have a web presence just because…

Page 14: Grow a sustainable business

• 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

Page 15: Grow a sustainable business

• 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

Page 16: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

#2 They have a web presence just because…COMMON MISTAKES

• Keep up with customer purchasing habits

Page 17: Grow a sustainable business

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

Page 18: Grow a sustainable business

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

Page 19: Grow a sustainable business

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

Page 20: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

COMMON MISTAKES #3

They have a leaking bucket!

Page 21: Grow a sustainable business

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

Page 22: 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

Page 23: Grow a sustainable business

MEASURE WHAT MATTERS

SHERPA GROW A SUSTAINABLE BUSINESS

Metrics are good but the right metrics are GREAT!

Page 24: Grow a sustainable business

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

Page 25: Grow a sustainable business

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

Page 26: Grow a sustainable business

A GREAT CUSTOMER EXPERIENCE

Customer service is not a value proposition.. it is a part of doing business

SHERPA GROW A SUSTAINABLE BUSINESS

Page 27: 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

Page 28: Grow a sustainable business

Delivery is seen as a necessary evil...

SHERPA GROW A SUSTAINABLE BUSINESS

A GREAT CUSTOMER EXPERIENCE

Control your customer experience from store to door

Page 29: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

CONTROL YOUR EXPERIENCE FROM STORE TO DOOR

You need a great delivery experience!

Page 30: Grow a sustainable business

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

Page 31: Grow a sustainable business

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

Page 32: Grow a sustainable business

HAVE AN APP?

Integrate

shipping with

real time

tracking and

ETA if available

SHERPA GROW A SUSTAINABLE BUSINESS

Page 33: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

CONSOLIDATING YOUR DELIVERY ENVIRONMENT

Page 34: Grow a sustainable business

• 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

Page 35: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT

SHERPA 2.0

Page 36: Grow a sustainable business

SHERPA GROW A SUSTAINABLE BUSINESS

SHERPA CONSOLIDATES YOUR DELIVERY ENVIRONMENT

SHERPA 2.0

Page 37: Grow a sustainable business

• 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

Page 38: Grow a sustainable business

QUESTIONS?

Page 39: Grow a sustainable business

THANK YOU!