Payment bureau provider

Project 1 - Website optimisation

Background

The company provided web-based payment bureau services backed by clever software that enabled small business to enjoy the payment functionality normally reserved for large corporates. It had been trading for 7 years and had:

2 major customers whose use of the service had expanded
dramatically over the years
Testimonials that proved the measurable impact of their service for
these customers
Multiple competitors from local to global players
A website that was informative yet lacked differentiation from
competitors
Limited sales and marketing resources.

Challenge

To define the unique selling proposition and ideal target markets, and position the offering these markets compellingly, quickly and cost-effectively.

Solution

We:

Interviewed end users at different levels in customer organisations to understand the full benefits
Extracted all benefits from all features for all markets using our
FabMaxTM process
Positioned the company compellingly using our PosMax process
Created a new identity, tag line and visual image
Rewrote all promotional tools to reflect the new position and market
focus.

Results

In 2 weeks the client had gained:

A new identity, tagline and market position
A list of market segment targets with high potential based on their
profile
Material to create a new website with competitive positioning
A full suite of selling tools including scripts, brochures, emails and
case studies
A service offering ready to be test marketed to identified segments.

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