Business Management Software
Project 1 - Website optimisation
Background
This Australian company had developed a feature-rich add-on for popular accounting packages that made financial data easier to interpret for both professionals and businesspeople. In the market for 7 years, the company had gained:
- An active channel partner in the USA
- Multiple individual sales in Australia, UK and USA
- Some traction with Australian partners
- Some profile in a crowded marketplace.
The company had:
- A functional website that had grown organically and was valued as an
educational tool by visitors
- Detailed brochures and reports that did not clearly define the product’s
true value
- Limited sales and marketing headcount.
Challenge
To define the true value proposition for the product; to position the company to be competitive, without tackling global players head-on.
Solution
We:
- Analysed the product’s functionality, competitive offering and the company’s capability
- Extracted all the benefits from all the features and functions
- Interviewed a cross-section of customers and resellers to define the product’s true value in real environments
- Recommended new positioning to maintain existing relationships and avoid competing with global alliance partners
- Recommended positioning to focus on professional rather than individual company use
- Re-structured the website for easier, more logical navigation
- Re-wrote all website content to reflect the new positioning and to be concise, clear and compelling.
Results
In 3 weeks the company gained:
- A completely new look and message
- New website content ready for upload
- A market position that can be sustained short and long term.
Feedback
“You took our complex website that had evolved into a book of information
with no call to action and, using your in-depth marketing knowledge and skills, quickly absorbed our business model and terminology and converted the website into a streamlined selling tool. Just what I wanted!”
Managing Director, Business management software
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