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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