Success Stories

Provider of Professional Development Services

This business has delivered professional development services to high-end clients since the early 1990s. Over that time the array of products and services had steadily grown and a number of management challenges had arisen as a result. Efficiency in time usage had declined, profit margins were being eroded and difficulties were being experienced in maintaining systems across a diverse product range. The greatest challenge, however, was in marketing. The marketing message was becoming increasingly blurred and the business lacked a strategic marketing plan. The business was at a crossroads.

The challenge in developing a marketing plan for this business was to communicate a clear and concise message for a complex product. The initial focus was to more clearly categorise services and products – defining products in accordance to their potential income for the business and the amount of time required to deliver each. A product matrix was created which identified clearly: the problems that might be present in clients’ businesses, types of services available to remedy these issues and tangible outcomes that can be expected. Subsequent focus was placed on defining the target market, developing the USP (unique selling proposition) and refining the marketing message.

The second stage of the marketing campaign was to market newly developed products initially to the current client base, followed by a new target market. The same principles have been be used in the development of the sales process, which is still underway.

To increase efficiency in time usage, a more strict formula for service delivery has been created. This, combined with a realistic price increase, has lead to a significant increase in profitability. Strict attention has been made throughout these processes to develop and refine business systems.

In addition to the practical business building and marketing advice given by thrive, the business owner has experienced renewed enthusiasm for her business and has increased their opinion of the true financial value of her service. The results to the bottom line are showing.

Further development work is underway to create a suite of add-on products which will continue to build and reinforce the brand, as well as create a residual income stream.

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