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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