Special Ingredients, Simple Cake, Great Taste

Last week I wrote about what to consider in overhauling our web site. In a way, I suppose it is similar to baking a cake and thinking about ‘who’ would like to eat it and what the taste would be.

Once we’ve decided who we are going to make our cake for, it is then time to see what ingredients are in the cupboard. Luckily we have been stocking the shelves with some nice items.

Compared to the last time we updated our site, we now have the DrivenByQ logo, corporate video (with testimonials), professional photographs, wider portfolio of customers and social media channels.

So far we have decided less is more and featured photos are best, accompanied with a title, brief introduction and a call to action button. Maybe it is also better to suggest technology features in our business rather than saying it too?

Screen Wash

For a while now, we have known our web site has needed a revamp. Our information is acceptable but the aesthetics need aligning with customers expectations. We need to consider the impression on potential new customers too.

An update is not easy. There is much to consider. How do we compare to competitors? Do we promote ourselves correctly? Do we position accurately in the market place? Will we attract the right customers? Do we communicate our core values?

Looking outside of DrivenByQ and investigating other providers gives an opportunity to perceive things the same way as a customer. Doing this, you quickly recognise companies making a conscious effort to engage with customers and create a connection.

From initial research one thing is clear. Not everyone providing a service like ours displays a passion for what they do. So the question is how do we demonstrate the affection for what we do and convey that message through all parts of our marketing?

Eye Of The Tiger

This week, we had our first management meeting of the year. We discussed the development a new business plan, a new marketing plan and a list of proposed updates for our bespoke cloud software.

Our original business plan defined how we would operate, what our goals were and how we planned to achieve our objectives. The new business plan however is a lot more substantial and focused on evolution rather than creation.

This time we are planning for several stages of growth that will take us from being a local company to a regional and established brand leader. This will inevitably mean some big changes in many key areas and development of our team.

The real challenge however is keeping one very important thing exactly the same - what we deliver right now to our customers. That friendly, non-assuming approach that feels comfortable, enchanting and endearing.

Project X

In November an email arrived from one of our account customers saying ‘thank you for being such a valued supplier’. It went on to declare how important our relationship was and then requested a reduction in prices by 10%. They call it Project X and are applying it to all suppliers regardless of their size, history or credibility.

From time to time customers will inevitable look at their costs and try to reduce their outgoings. At this point you have to ask yourself if you wish to retain a customer by altering your costs or if it is better to lose the customer for a short while until they recognise the quality and value you deliver is difficult to find elsewhere.

My response was to stand firm in the negotiation process but in December the customer moved their business. Coincidentally because of their complex invoicing system and extended payment terms it left one alternative supplier available to them which is a taxi firm who charge £130 per week ‘settle’ to their owner-drivers.

At DrivenByQ we don’t charge settle because our overheads are so much lower. We are a virtual company with no need for bricks and mortar and our administrative costs are reduced by our cloud system. Similar to the taxi company however, we do take a commission from each account journey.

The difference is that after commission, our drivers still receive between 20% and 50% more than a driver at the taxi firm. That means they are motivated, positive and willing to invest in proper vehicles. It ensures we attract the right people who understand the importance of quality too. I wonder how long it will take the customer to realise that?