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Decoding Digital week one webinar transcript

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ANNOUNCER: The broadcast is now starting. All attendees are in listen only mode.

ANDREA HALLIDAY: Good afternoon, everyone, and welcome to Business Victoria's Decoding Digital Program, where you can learn how to become a digital leader in your industry. I'm Andrea Halliday from Business Victoria, and I'm very pleased to see that so many business owners have joined us here today.

Today's the first of our webinars to be run every Tuesday at this time by Symphony3, and they'll be doing that for the next four weeks. We hope you can develop and improve your digital skills for running your business more effectively and build on the foundations learned in this program to ensure future profitability and success.

As well as the webinars on Tuesdays, there will also be a live discussion forum on Thursdays at 12:30. This will be using the platform Google Hangouts. So if you haven't viewed one of these before, now's your chance. You will be able to access the Hangout via a secure web page at Business Victoria, as well as all details will be sent to you.

Now, I'd like to introduce you to our two presenters today, and who will also be running these for the entire month. Fergal Coleman is the Director of Symphony3, and he has extensive experience in digital innovation and information management and how it can be adapted to your business needs. Welcome, Fergal.

FERGAL COLEMAN: Hi, Andrea. Good to be back after last year. I'm really looking forward to the next four weeks.

ANDREA HALLIDAY: Great, I'm glad to have you back. And Ryan Smith specializes in communications and the use of social media for business and government. And he's passionate about helping clients get the most out of their communication channels. I'd like to welcome Ryan as well today.

RYAN SMITH: Thanks, Andrea. I'm really glad to be involved in the Decoding Digital Program again this year and looking forward to our talking with everyone over the next few weeks.

ANDREA HALLIDAY: Right, thanks, Ryan. Glad to have you here, too. I'll now hand it over to Symphony3 to begin. Please feel free to ask questions throughout the webinar in the chat box on your screen, or at the end. The recording and slides will be made available to everyone after the webinar. And at the end, Fergal will also outline how to join our LinkedIn group, which will be available to you to ask questions as the program continues throughout the month.

This program is to support you, the business owner. And we want to provide as much help and advice to you as we can. So over to you guys, thanks.

FERGAL COLEMAN: Thanks very much, Andrea, and welcome again to everybody. Thanks for making the effort to log in. Really looking forward to the next four weeks. Hopefully, we'll all learn a lot and have a little bit of fun along the way.

This is the first week, obviously, of four. We've got hour long sessions, webinars, so we will try to cover a hell of a lot, particularly today in a short space of time. But really, what we want to do is help you put together a digital strategy and get your strategic thinking about digital right. Then, go ahead and give you the tools and the skills to go about implementing a website or social media channels, whatever it may be. And then, we will give you some skills to measure effectiveness. So we'll look at Google Analytics. We look at Insights and some simple tools that can help you continually improve over going forward, I guess.

RYAN SMITH: Hey, could we just get you to share your screen there with the schedule there?

FERGAL COLEMAN: Excuse me, I'm out of my league. Working with technology, we always have the odd glitch. So I know this morning, we had a few. Hopefully today, we'll be in the clear. Apologies there. So hopefully, people can see my screen now.


FERGAL COLEMAN: Jump back a couple of screens. You can see myself and Ryan's mug shots, so you know who's talking. And there's Andrea, as well. Really important that we engage you guys. We certainly don't profess to know, to be the oracle of all things digital. We have the benefit of working on a daily basis and working with a whole lot of different businesses. But I know there's people who've attended and signed up for this course who have got experience in various fields, be it technology, be it design. So we'd really love to hear from you. And even those of you that might be just venturing online for the first time, please don't be scared to use the chat box to ask questions, to give us your input. Ryan will be watching it while I'm talking it, and vice versa. So it's important that we collaborate, we chat, so that we can answer the questions that you guys have.

We will also run some polls. So we'll run one shortly, which are really just quick questions to keep you guys engaged and get a bit of feedback to us as to what it is that you want to learn. And in addition, we've got Twitter running. So our handle is @symphony3. Think we'll be using the hashtag #digitalvic, which is what we used last year for this course. Don't be shy. Ask questions now. I know we had a few people last year, Ryan, who used these sessions as an opportunity to start using Twitter.

RYAN SMITH: Yeah, we had a number of first Tweets last year, which is really good to see. And I know that some of those people are still active on the tool, as well. And you converse with us every now and then. So if you haven't used the tools before, really good chance to use them for the first time and try them out with us. And you don't have to worry about making a mistake. We're happy to chat with anyone.

FERGAL COLEMAN: I think that's right. We challenge you to try and break the tool. It's pretty difficult to do. The other thing we're doing is we're running a LinkedIn group. I noticed a lot of you signed up this morning. We'll put a lot of the resources in there. We put links out to what's happening each week in terms of links to the webinars, to some of the resources. We'll answer questions in there. So if you haven't joined up, please join that group. If you're not too familair with LinkedIn, we'll do a LinkedIn session on Thursday to give you a quick overview.

And just as importantly, please feel free to put your own questions in there and collaborate with each other because it's all about sharing experiences and learning together here. So join the LinkedIn group. Final thing, and I'm going to sound like a school mistress, but do your homework. So particularly this week, we're going to go through a hell of a lot of tools over the next 50 minutes or so. And we're only going to touch on them to a certain degree. You need to go away, need to download the resources and set aside some time if you're really going to get full benefit from the course to go through these tools yourself. And as Ryan said, feel free to send us through-- if you've got questions about it, put them into the LinkedIn group, and we'll endeavor to answer them.

So how is the session going to work? The program going to work? We run for four weeks, as everybody knows, through end of February. This week, we're going to speak base strategy. So some people want to probably delve straight into the tools. We're pretty big on not allowing our clients to do that. We always want to bring it back to understanding what the strategy is and what our customers are and the needs of the customer. So we talk about that today, and we provide a range of tools.

As I said, every Thursday, we'll do a Hangout, Google Hangout. Don't worry if you're not too ofey with Google Hangouts. We will be streaming those Hangouts live, as well. So you can simply go to a web page and view it as a video if you're a bit scared of Google Hangouts. Week two, we get into design and implementation. So we're actually going to design a website for our fictional business that we'll introduce in a few minutes and go about showing how you'd put together a web brief for a designer, putting together a logo, and then actually structuring a website.

Week three, we'll get into launching and marketing the business. So this is all about search engine optimisation, content marketing, and social media. And how you can use those tools to generate new business, and ongoing business, and ongoing business relationships. The Hangout that week will be on Twitter. And then finally, on week four, we'll try and bring it all together through analysis. So looking at things like Google Analytics and a range of other tools that can give you insights into what your customers are doing online. And then, showing you how you can use that data to inform better decisions and to improve your business going forward. So hopefully, that makes sense. I think we've got a poll, Ryan, that we might throw away just to be able to see what it is that they want us to focus on over the four weeks.

RYAN SMITH: Yeah, so we'll just launch that poll there, Fergal. And people should be able to see it on their screen in the next few seconds. And just submit your options there. And we'll share the results after a couple of minutes once you've had a chance to fill those in.

FERGAL COLEMAN: Great. And look, if there's anything in particular that we're missing, feel free to use the chat box, as well. And we can go from there.

RYAN SMITH: Ian Halls' just asked us a question there. With the Hangout, what's the limit on the number of people who are able to hang out together? And I believe it's only 10 people on a Hangout, Fergal. But as Ian has correctly mentioned there as well, it's an unlimited number of people to come watch the live stream on YouTube. So anyone can log on and will have that streaming live from the Business Victoria website and watch it live. And if you're unable to participate in the Hangout, you can definitely still Tweet us or email us live during the session. We can answer your questions from there, as well.

FERGAL COLEMAN: Great. How are we going with the poll there, Ryan? I can't see.

RYAN SMITH: We've got almost 90% of people are voters. So we might wrap that up there just to be mindful of time. And we'll share the results out.

So you can see that, and it's good to see, especially with what we'll be doing today, about 44% of people really want to know about their overall digital strategy, which today, we'll be touching quite a lot, and throughout the whole program. And a lot of people are really interested in social media and search engine optimisation, too, and I know we'll be covering a lot of that in week three. Fergal, not so many people as interested in content marketing. But I think that's still really important.

FERGAL COLEMAN: Disappointed with that, Ryan. That's your baby. So maybe we'll have to sack you and bring somebody new in.

RYAN SMITH: I'm going to have to bring people over from the lovely world of content marketing. And then, there's a bit of interest in customer data analytics, which is my other baby. And I think it's extremely important. And a bit of interest in developing a good website and finding the right CMS.

FERGAL COLEMAN: Great. And look, I think all these things--

RYAN SMITH: Yeah, we do want to take more than one. And obviously, we'll be covering most of these things. So good to see.

FERGAL COLEMAN: And I think really important to say that all these things are obviously intertwined, so thanks for that. And really important as well, we're going to use a bit of a case study. So we want to give you a result or show you a result of a business. So over the course of the four weeks, we'll actually design a digital strategy in simple terms. And then, we'll go and we'll implement that. So we'll develop a simple website. We'll develop a simple digital marketing plan. We'll set up and show you how to use some social media channels.

We show you how to put together a content marketing plan. And we'll implement that and show you how to implement that. Then, we show you obviously how to use analytics. So we try to make it as hands on as possible as we go through the session to make it as realistic as possible.

Today's session is about digital strategy. So it's good that people talked about that. Really, it's about setting aside the week- I recommend if you haven't done it yourself, set aside a week to think about your business and how you can bring it online before you go and implement anything. I want to talk about digital leadership, so we've got a bit of a view on what digital leadership is, and we've got a model that we use. We'll introduce our case study. We'll talk a little bit about digital diagnostic that's some of you have taken. And then, we'll jump into some of the other tools.

So I want to show you the business model canvas, which is a good way to look at how you can change and alter your business. We'll do a SWOT analysis, which most people will be quite familiar with. We'll then look at customer personas, so developing an understanding of your customers. Then, bringing that into a customer journey, so understanding the journey that your customers take with you and the tools they use along that journey, and how we can set up tools to bring them along the journey. And I'm going to distill all that down into a plan, so a simple one page plan. And our objective is to write that one page plan out and then actually implement that over weeks two, three, and four. So hopefully that makes sense to people. And look, if there's any questions or confusion, please ask as we go through the session.

RYAN SMITH: In fact, we do have a number of questions coming in privately through the question tab. I'd encourage people also to discuss things openly in the chat box. Chances are if you have a question, other people are thinking the same thing, so I'm happy to answer for everyone down there, as well. But I'm trying to keep up with your questions in the questions tab, as well. Bear with me as I work through those.

FERGAL COLEMAN: OK, and Ryan, share anything there that you think might be of use to the group as a broader group. So digital leadership, we think this is an interesting and useful matrix to consider where your business is.

This is a model that we've adopted from Cap Gemini. They've done a large research project on successful digital corporate businesses, so real multinational businesses. This is our view on it in the small, medium-sized business sector. It's really quite simple.

We look at that businesses on two axes. So on the left hand side there, going up along, you'll see we've got the adoption of digital technology. So that's how quickly people adopt web technologies in particular. So new content management systems, mobile technologies, social media, all those things.

And then, across the bottom, we've got vision of business outcome. So that's all about vision, a strategy, and a plan for the business, where you want to take the business. And we've got four main quadrants there. We've got beginners, so beginners are really just starting out. They know they need to do something, but they're not really sure where to start, so they don't know how to use the tools, and they haven't really define what their business model and their business plan is yet.

Then we've got technology businesses- these are kind of the businesses that might be jumping on every tool that's out there. So a new social media tool comes out, or a new content management system, and they'll use it. But they don't really think about why they're using it, and if they're using it for the good of their customers and their business.

Change-ready businesses, they're often we observe them here, older businesses that might have been around for many years. They've been doing really well. They might be quite conservative. They might be managed by an older generation who have kind of been overwhelmed by the digital disruption that's going on. They know what they want to do with the business, but they're not really sure how to adopt these tools. And then finally, we've got the digital leaders. And those are the businesses that are adopting web technologies very quickly, but most importantly, they're understanding why they're doing it. And they really tie it back to a strategy. So every time they use a tool, they know why they're using it. They know the purpose of using that tool and why it meets the needs of their customers.

And our job, I guess, is to get people to that digital leader quadrant up in the top right hand corner. So again, I think we've got a second poll, Ryan, we might throw out there to people and ask them where they think they sit in the quadrant, or what quadrant they think they sit in.

RYAN SMITH: Yeah, so that's now open, Fergal. And once again, we'll give people a couple of minutes to get their votes in.

FERGAL COLEMAN: Great. Is everybody hearing us OK, Ryan? I see a couple questions, people have issues with sound.

RYAN SMITH: Most people are hearing us OK. A couple of issues with sound, unfortunately. There's always a few blips with technology. Try and check your plug-ins. Try and check your audio, your audio settings within GoToMeeting, and make sure you're selecting the right audio inputs as well.


RYAN SMITH: Unfortunately, sometimes we can't solve all of them in the webinar.

FERGAL COLEMAN: All right. This is where you're going to share those polls? Or how are we going with the polls, Ryan?

RYAN SMITH: Yup, close that off and share it out.

So we've got majority of people around beginner and change ready quadrants, Fergal, which I think is about what we had last year, as well, which is likely what we would expect, and about a fifth of us in technology-led, which is also quite common. And 7% around already doing well and digital leaders.

FERGAL COLEMAN: Great. Well look, I certainly encourage the digital leaders to help us along and share their insights as we're going through the four weeks. And hopefully, we can help the rest of you get towards that top quadrant. But it's a good matrix to think of where you are and to plot your business and maybe where you can improve, whether it's on the strategy side, or maybe skills in terms of using digital technologies.

It was a tool that we handed out, we give to people as a digital diagnostic. Again, it's just another way to dissect your business and look at maybe where your strengths and weaknesses are. These are the aggregated results. We had about 30 people of I think we've got well over 100 signed up for the session. But we had about 30 or 40 do the diagnostic. I'd encourage you to do it if you haven't done it.

And we had six broad categories. First one was understanding your customer, which is at the top there. Next is around vision and strategy. Next is around business model and processes, so improving business models and processes. And the diagnostic will take you through 25 questions that you can answer in relation to each of these to get you thinking about where your strengths and weaknesses might be.

Our people is all about the skills in the organization and whether you need to upscale. IT infrastructure comes next, so things like adopting player technologies. Have you done that successfully? Are you adopting new web, mobile technologies, et cetera? And then finally, we've got data, so data is a hugely under-utilized asset by a lot of businesses. We can collect so much good data these days. But we do need skills to interpret that data, to make better decisions.

So as you can see, as we'd expect, the averages are all reds, which means we've got room for improvement. But that's good. If they were all green, Ryan, there wouldn't be any need for us. So hopefully we can take this diagnostic and get you guys to take the diagnostic in four weeks time. And we'll see a few more yellows and possibly even a few greens in there.

So let's move on and get stuck into the nitty gritties of the case study that we're going to talk through over the rest of the sessions. So Ryan, I don't know if you want to introduce Oz Crafters, who are our fictional business that we've we've dreamed up over the last month or so.

RYAN SMITH: Sure, Fergal. So hopefully some of you have gone through the case study before today's session. But for those of you who haven't, Oz Crafters is a business we've come up with that were founded in 1981, so almost been kicking on for about 35 years now. And it was a business that Frank turned from a hobby into his business, really. And business has been pretty steady, been going quite well for a long time, but also not necessarily growing.

They sell a range of products starting with toys for children and some home products through to large scale furniture, and even custom built furniture. And up until now, they've been selling that predominately through their shop front in Ballarat, which is attached to their workshop, as well as through seven retail partners they have through metropolitan hubs in Victoria. And two of their retail partners have recently gone out of business just due to pressure from online retailers entering the market in some of the real large-scale businesses as well that are really dropping the prices for the consumer.

Frank has grown his business from just himself into having three employed woodworkers in the shop, as well, that are all skilled employees, as well as three shop assistants and also the help of his wife, who helps run the business with Frank in terms of business management and running the front store, as well. So recently, Frank and Angela's son has returned from Europe after working over there for a few years and getting a whole range of experience. And at 61, Frank is starting to think about transitioning himself out of the business, and he'd love to his son carry on the business.

And James has a few of his own ideas about where it should go. He really wants to see the business grow over time, and he thinks digital can play a really large role in doing that. So he's got some visions that he would like to grow his revenues by 30% in the next two years and by 50% in the next three years. So looking for some pretty quick and large growth there. So with digital being a key part of that growth, he thinks that he can grow both his B2B customer base, so through his retail partners that he can hopefully reach online, and perhaps in interstate as well, and also B2C. So he thinks that using digital and online, he'll be able to reach more customers directly and also sell to those. So the combination of those two will really drive that growth.

So like mass produces like IKEA, who really do take up a large part of the market share, James believes they still do have a really good niche and a customer base who would be willing to pay more for their value proposition, which is really high quality products, hand-made products. No two products are exactly the same, with Australian source materials and ethically sourced materials, as well.

So Fergal, I think we were discussing it, and we decided that with James's vision in the business, Oz Crafters are probably around the change ready stage, if we're thinking back to our digital leaders matrix that we went through earlier.

FERGAL COLEMAN: I think that's right, Ryan. I think with James coming into the business now, they're ready to get to grips with this digital world and the disruption that's going on in it. Hopefully, we've created a decent business here. What I'm not too happy with, Ryan, is that you keep referring to me as Frank and yourself as James. But I'll get over that, I suppose.

RYAN SMITH: I'm just putting it down as coincidence, Fergal.

FERGAL COLEMAN: Right. So the first two we want to look at in terms of looking at a business, so James will come in and see the business being run in an old way. He'll have some new ideas about how he might run it. So we want to present you guys with a couple of tools that you can use. One that is really useful and reasonably well known out there is the business model canvas. And really, that's all about looking at your business model. Because just saying, I'm going to take my business online, it doesn't really cut it anymore. You really need to think about, if you're going to put your business online, how do you do things differently?

So in some cases, it might be wholesale change. In others, it might just be bringing some of your processes online. So we've won clients down in Gippsland who have just brought online a really simple online quoting form onto his website. Nothing difficult to implement, but it's made a huge difference to his business. And so what he's done is he's changed a key activity in his business.

So there's nine key areas in the business model canvas. We go through it reasonably quickly. There's your partners, key activities that you undertake, the value proposition. So really understanding your value proposition is really important. I want to just dwell on that for a second. Because I think if we look at Oz Crafters, they really do, I think, understand their value proposition. It's ethically produced, hand-made, high quality, Australian manufactured goods and furniture. They're not trying to sell on price, for example. So I think that gives them a head start.

I think a lot of businesses haven't thought through their value proposition clearly. So you really need to focus on that. Then, look at our customer relationships and how we build those relationships with customers. Increasingly, obviously, that's going online.

Customer segments, so the types of customers you go after. The internet opens up new channels for business. But it also eliminates some of your existing customer segments as customers look for overseas products and services.

And then, need to look at the channels we've got, our resources, and obviously the cost structure that comes in, and the internet allows us to reduce that cost structure and many, many respects. And consequently, it also allows us to open up new revenue streams. So the business model canvas allows us to dissect our business and look at it from nine different lenses. If we were going through this, and you were going to do this on your business, you might look up what you do at the moment and write a business model canvas for what you do at the moment, and then try and recreate it for ideally how you'd like to run your business.

RYAN SMITH: And Fergal, I think we have a good point that was made by Peter, that going digital kind of assumes that all of your customers are part of the digital landscape, which might not always be the case. And it might be worth pointing out that we don't have to replace all of our operations and all of our traditional ways of doing things with online. But what we're doing is supplementing and expanding out our channels.

FERGAL COLEMAN: Yeah, absolutely. And I think if you look through, you've gotta identify your business. We look at customer needs and customer personas later on. If customers want to deal with you face to face, and you've got a business model that can do that, that may be a perfectly viable strategy. Not everything has to go online. Increasingly, a lot of things do. But there are exceptions to every rule. So it's all about deciding where the internet and digital fits for your particular business and for your particular customers. So I don't think there's any one size fits all. And certainly, everybody's business models canvas should look different.

So this is one that we've done really quickly, crafted up for Oz Crafters. They've got their value proposition there in the middle. So I think they're pretty clear on what their value proposition is. They're going to go after a niche. They're after high net worth individuals, and certainly James has come back from Europe. He sees opportunities to sell one off pieces of furniture, boardroom tables into some of the corporates that he can charge tens of thousands of dollars for. So that's a new market that he wants to open up.

Again, he's going to do that. The relationships they'll build, traditionally, at the moment, they're all face to face. He wants to bring that online. So build a relationship with customers online using social media, obviously, email support, live chat, et cetera. Obviously, he's going to go for new channels to get to these new customer segments. Online, with his web site, social media again. Word of mouth is a traditional one. He'll want to keep that going, and he'll want to get social media and word of mouth working together. And he also sees an opportunity to go after and partner up with interior designers who he thinks can introduce him to those customer segments there.

In terms of cost structure, James would certainly have in mind that he would either reduce or potentially even eliminate the store he's got. He's got staff at that store. It's only busy probably at the weekends. So he'll probably move a lot of that online. And if we look back at the key resources, the expertise of the craftsman and the workshop are key resources. So he's not probably going to reduce the cost there. That's a really important, key part of the business.

And then, we've got a new revenue stream. So direct orders online is obviously a new revenue stream for him. We talked about the high, one-off, high value corporate jobs. And then, the interior designers who may become a channel to to new business for him, as well. And he also sees opportunities to market courses and workshops. I've got this expertise in the workshop. They're really skilled guys. So he may run workshops that will generate some extra revenue.

So hopefully, that makes sense. Do we have any questions about the business model canvas, Ryan?

RYAN SMITH: We've got a number of people asking where they can get access to a larger version. Obviously, it's a little bit hard to read things sometimes on the webinar screen. And with all the resources we cover, we will be giving you access to them after the webinar via the Business Victoria pages that you have access to via your log in.

So if you can't see something properly, or if we are moving quickly, which we will today, don't stress. You will have access to these after the session.

FERGAL COLEMAN: Yeah, I think the other thing to say is make sure you've maximized your screen as much as you can. I think by default, it kind of gives you half a screen. So if you can maximize your screen, it'll probably let you see more on the webinar. There's some more resources here on SlideShare that talks through the business model canvas.

There's a really good app. It does costs, I think it's about $30. And there's a book obviously called The Business Model Generation, which we've made a link to the website there. And we've got a handout that's in the resources section, as well. All available. If you have difficulty finding anything, just let us know on LinkedIn, and we'll make sure you get access to it.

In terms of business models that are out there, Uber, we don't talk too much about. Everybody knows, I'm sure a huge number of you have already used Uber. But it's turning the taxi industry on its head just because of the business model. Kogan, Ryan, one of your favorites. They've done the same with the retail industry in terms of technology, originally I suppose with technology products. Are you there, Ryan?

RYAN SMITH: Sorry, Fergal, just busy answering some questions. Do you mind repeating the question?

FERGAL COLEMAN: I was going to let you talk about Kogan because you're--

RYAN SMITH: Ah, yes, you know I love my online shopping. So Kogan, I'm sure a lot of people have heard of, really big in the media in the last few years, really disrupted some of the big retailers here that have had it pretty good for a long time, like your Harvey Norman. They came into the market bringing in a lot of electronics, especially from Asia, things like LED TVs and cameras, phones, a lot of electronic devices, and selling them at a much cheaper price than we were used to in our retail here. And really picked up quite a large market share very quickly.

And I think it was one of the first retailers that showed that we can't just fight against it. We really have to adapt and find ways to compete.

FERGAL COLEMAN: That's right. We love Shoes of Prey. We showed this to Andrea last year, and your husband's gone mad. She's got thousands of shoes now that she's designed herself in the house. But the Shoes of Prey is a Sydney based company, design your own shoes online, order them online. They get delivered. They get manufactured overseas and delivered anywhere in the world within two weeks, I think.

So another good example of a very disruptive model that changes what a traditional shoe store used to be. Similarly, Oz Crafters, there's guys out there that they need to think about. So this is an Australian company. NOMI, they've got a design section on their website, where people can come in and design their own furniture. So again, changing how people go and shop for furniture. And the list goes on.

We've got the banking sector, really being disrupted at the moment. Peer to peer payments chipping away at a lot of high margin business. Online education, we use to take courses at universities overseas for free. Even this webinar, Andrea, is a new way of delivering which, over the last couple of years, Business Victoria have embraced as a way of educating small businesses.

ANDREA HALLIDAY: That's right, Fergal. Yeah, we've had to move with the times, so to speak, and look at different ways of presenting information other than face to face so that we can be flexible for the business owners.

FERGAL COLEMAN: So I think no matter what the industry is, no matter what industry you're in, there are new ways of doing it. So make sure you go through the business model canvas and see if you can identify any opportunities for you to do things slightly differently that'll give you an edge on the competition. Don't have a huge amount of time to talk about this slide, but obviously, go do your market research.

Look at what your competitors are doing. Look at the websites of some of your competitors. Look at what's happening overseas in your industry. Really important that you understand your offering compared to others and what is it that makes your sustainable competitive advantage. And people would say, there's no such thing as a sustainable competitive advantage now that things change so quickly.

But I think there's still opportunity to look at competitive advantages that do last for a number of years. Some of the tools you might want to look at, links there. Again, we provided them in LinkedIn. But Porter's Five Forces Model is a good way to look at your industry. And there's another tool there about identifying and developing your unique selling proposition. So I'd encourage you to go and use those tools.

We've come to the Agile SWOT analysis. We thought it was worth doing that. But we've probably put a little bit of a twist on it. I think there's two steps. A lot of people, we think, just do step one and kind of jump through step two, which is probably more important. So as most of you all know, a SWOT analysis goes through your Strengths, your Weaknesses, your Opportunities, and your Threats. We'll make this handout available to people. I know it's probably difficult for some of you to read. I'll explain how to go through it.

So step one is actually develop- well, we suggest you develops four strengths, weaknesses, opportunities, and threats for your particular business. and jot them down on the right side of the spreadsheet there. And then, in the boxes there down towards the bottom right hand side which are in bold text, this is where you can actually develop some strategies. So what we suggest you do, particularly the first one, focus on that-- what are the strengths that you've got in your business, and how do you align those with the opportunities? So how can you and your business use its strengths to maximize the opportunities that are available to you?

Obviously, you then need to look at the strengths and how they can overcome some of the threats. And then likewise, you're going to have to get into the weakness section. But again, how do you make sure that your weaknesses don't spoil the opportunities that are available to you? And how do you minimize the threats by maybe eliminating some of your weaknesses? So Frank is not; Oz Crafters are not competing on price. They're going to squarely go after high net worth individuals. So that eliminates a weakness where they may be using business for less affluent customers, as an example.

So some of the things, this will allow you to develop some strategies. We've got probably seven or eight in there. As you go through this, we would hope that you pull out one or two really good ideas that you can then adapt into your overall one page plan. So in the case of Oz Crafters, James is pretty clear he wants to get online. One of the things he wants to do is allow semi-custom products to be designed on the website. So I think that's going to be something that they'll be able to do given the skills they've got in the business and the opportunities that are available to them.

So any questions on SWOT analysis? We're making sense to people?

RYAN SMITH: I think we're all good on the SWOT analysis so far, Fergal.

FERGAL COLEMAN: Great. I'm going to talk now more about customers, so customer personas. The idea is with the internet, I guess when the internet first came out, people thought, great! I've got a global market. I can sell all my products to everybody. And really, in many ways, that's not how it's played out. The opportunity is to sell a lot of products, a lot of niche products, to particular niches around the world.

And I've always given the example of my mate the bagpipe tuner who develops tuners. He only sells it to bagpipe players. He doesn't even tun for other instruments, just bagpipes. It doesn't get much more niche than that. But because he's online, he sells to bagpipe players all over the world. Believe it or not, you've got bagpipe players in pretty much every country in the world, which is weird in my view. But it's a market. And it's a market you can service.

So what you need to do is identify your target markets. You might have, if you do this list first, you might come up with, well, I sell to seven or eight different people. We think for small business, pretty difficult to cater for all of them in an online space. So we probably recommend you look at no more than two or three. And say right, I'm going to focus on those. So in the case of Oz Crafters, they're looking at high net worth individuals, and they're looking at the other one was-- the other persona is some of the retail partners that they can partner up with in this particular case.

And then, what we do is we develop personas for them. So that's a real life, we try and bring them to life. We give them a name. We give them an age and an income. And it's all about trying to put ourselves in the shoes of that customer. Because really, what we're going to do is then try and design our online presence for these people.

You can get as creative as you like with this. So this is one we did overseas last year. We were running some workshops in Vietnam. And we were with a really creative bunch, and they drew cartoons about who their personas were and what they were doing online. So in the case of Oz Crafters, we're going back to our basic sheets. Ryan's a great guy, but really, his artistic endeavors leave a lot to be desired. As you can see here.

RYAN SMITH: I've told you before that Fergal outsource my drawings to one of the other members of the office. But you still won't believe me.

FERGAL COLEMAN: So what I want to do very quickly, yeah, sorry, Ryan- is get in, and just for those of you that can't see just the full screen, I want to show you Claire Smith. So she's one of our personas. She's 55. She's from Ballarat. She's in the banking industry. We know what her income is. She's pretty affluent.

She's a hard worker. She's got two kids, so she's pretty busy. She does like to entertain guests, so she's pretty house proud. She likes to support the local community, and she likes to be individual and unique. So she's after high quality, classy furniture that sets her home apart from the neighbors. So she wants to one up on the neighbors. She wants to impress her peers. She values great service and an authentic relationship.

So she wants to be able to talk to these guys and build a relationship with Frank and James and the crew. And she wants it individualized to her, so she wants to give input into product design. And obviously, she likes-- the fact that she's into the ethical sourcing of products.

In terms of how we meet her needs, we think that Oz Crafters meet her needs pretty well, as you can see there. They tick all the boxes in terms of quality, ethical sourcing, personable, small business, all those things. If we look at how she uses the internet, so she uses Google. So she Googles stuff all the time, looking for ideas. That's how she begins her searches. She's also big on Instagram and Pinterest. She'll do searches for hashtags for design inspiration on there. She uses Facebook's to keep track of the kids. She uses LinkedIn for professional networking, so not so much when she's doing stuff at home. She's on her mobile a lot of the time, so she accesses her social media via mobile.

And she reads blogs as well to get ideas. And then, finally, what we've got are some of the keywords that she uses. So this is a really important thing to consider. How do your customers search for your products and services? Because as we'll see in weeks two and three, these are keywords that we're going to build into the website and into our content when we put together our content marketing strategy.

So our suggestion is you fill out two of these sheets for your customer types as a starting point so that you really put yourself into the shoes of your customers. Any questions from anybody? Is that making sense to people? Have many people on this session done customer personas before?

RYAN SMITH: So we've got a few comments there, Fergal. And just to answer your question, Kristin, yes, there will be copies of all these worksheets, as well, along with all the other resources in the session. Peter's asking whether it's important to invest in market research to better understand characteristics of your customers. I guess as an implied question there, Fergal, how much do you invest or how deep do we go into this process?

FERGAL COLEMAN: Yeah. And look, I suppose we're trying to cover a lot of bases. There'd be a whole load of different ranges of budgets available to people on this session. Ideally, yes. You've got a lot of free stuff out there. So your ABS statistics are really quite valuable. If you've got an existing website and you've got analytics on there, there's a huge number of clues in there as well as to what your customers might be searching for.

Google have got some tools. I'll show you a tool now in a second that Google has that can give you ideas how your customers are searching, as well. I'd be using everything that's available to you. Go in and have a look at ABS. I think it's, and see what free data they make available. And there's all kinds of free market research that you can find as well.

There's other ways of skinning a cat, as well. So I often give the example of the guy who was selling a book called- an analytics book, didn't know what to call it, know which ones his customers would prefer. So he took two Google ads out, one with the title "Super Crunchers," and the other with "End of Intuition." And these were the two titles of the books that the had in mind. I think he spent $100 in advertising to see which title would gain the most traction.

And I think he had 62% or something along those lines more hits on the "Super Crunchers" title, so that's what he called the book. And I think it became a business best seller. So that was his way of doing some market research. So there's a lot of web tools out there that you can use. Obviously, SurveyMonkey is another one you can use, pretty simple tool to survey your existing customers, as well.

RYAN SMITH: Just before we move on, Fergal, another question there about how do we work out a customer? I guess if we go back to basics, if you're starting off and you really want to work out what your customer's needs are, you can be able to just find a couple of trusted customers that they know well and go through a bit of this question process with them and get direct input about what their needs are and what they really look for from a supplier or business.

FERGAL COLEMAN: Yeah, I think that's right. I know in our case, we've got our personas. And they're based on actual customers that we've had for many years. And they're kind of our ideal customers, the type of customers we want more of. It's a bit more difficult, obviously, if you're a start up business. I'm not sure I have the answer there. I think you've got to look at some of the trends that are out there. You've got to look at some of the data that's available to you. And in some respects, you might have to take a punt on what you think your customer persona is.

You should be constantly refining that. Bear in mind, we'll put analytics on websites. We'll be looking at insights on our social media. So you can start figuring out pretty quickly who's visiting your site, what they're doing on the site, and refining your offering from there. So certainly, this is not something you do once. I think this is something you go back and you review on an ongoing basis.

But whoever, I can't remember who you said asked the question. But if you want to have a crack up putting together a persona and shoot it through to us, we'll have a look at it before next week's session, if you like.

On a talk then, once we've done our personas, we then need to understand what the journey they take with us is. So customers go through from being totally unaware of who we are to buying from us and then actually becoming loyal customers.

Now, as we talked about data earlier on, Google have a really good tool which I'll bring up here which they call the Customer Journey. And it's based on data they've collected based on people's searches and on Google Analytics. So what we can actually do is get in and look at businesses, how people are searching for certain things.

So in this case, we're going to look for small business. We're all mostly small businesses here, in the home and garden industry in Australia. And as you can see, these interactions change. So these are the tools that people are using to go from really being unaware of who we are out here on the left hand side through to making a purchase decision. And that's a process they go through and steps they go through, as we'll show you in a second.

So in this case for home and garden, Google would suggest that most people start that search with an organic Google search, so typing things into Google. And that would be based on keywords rather than brands and businesses. As they get further along, they'll start using generic paid search and brand paid search. So they may click on ads, banner ads, or they might click on Google Adwords to help them as they're doing their research and their evaluation.

And then, as they get towards when they're actually going to buy, they'll look at referrals from websites. So this could be a home and garden blog that's recommending good furniture. So you want to be getting yourself up on these blogs if that's how people in your industry are searching. Direct email, so email newsletters have proven to be very effective in this last interaction stage. So maybe not so good at the awareness stage, but if you can get people in through social media and get them to sign up for an email newsletter, you've got a better chance of actually converting them into a customer, certainly in an online sense. And this is based obviously on eCommerce businesses.

And then finally, people coming direct to the website. So they've done their research. Different people have told them about you, and they're just coming back directly to the website to make that purchase. So you've got all these tools. It's about us figuring out where to use these tools. I don't know if you have anything there or if I've missed anything, Ryan, in particular.

RYAN SMITH: Yeah, I think you've covered it well, Fergal. And it's just a really important point that customers are really unlikely to buy from a computer transaction or make a decision the first time they interact with our brand. They often do come back multiple times and engage with us in different ways over an extended period of time, and also across different devices, so different locations.

So we'll go through our customer journey model now, Fergal, but it is really important for people to realize that different tools get to the customer different ways throughout that journey.

FERGAL COLEMAN: I think that's right. I think the other thing you should look at, this is a good website, lots of good resources on there about understanding how customers interact online. The recommendation I would put, which is this link down here, is Google Zero, Moment of Truth. So they talk about people making purchase decisions and how they do that across a whole lot of different browsers on mobile, on laptops, on tablets, sometimes via the television. So there's a whole science around making sure that your brand and your product shows up in the right place. No time to go into it, but I'd recommend you go and have a read of that if you have the time.

So very quickly, I know we've got 10 minutes, so what we'll do, Ryan, is we'll try and cover the content we've got here over the next 10 minutes even quicker if we can, then leave some time for questions. I want to finish the content on time. And we're happy to hang around and answer questions afterwards for people and open up the discussion.

So the customer journey, as you can see here, and I'll delve into a bit more detail, but just to give you the high level. Overview is a spreadsheet that we use. Your customer starts out- your prospective customer- by being unaware of who you are. They then become aware of who you are. They then evaluate your service. They'll then purchase from you. They'll then maybe want help implementing or installing the service or product that you offer. They'll expect ongoing support. And then, if we do everything really, really well, they'll become a loyal advocate, meaning they'll buy from us again. And they'll tell other people about us.

And really, what we all know is that increasingly, that journey is happening online. So once we've identified our personas, we then need to create a customer journey for those personas. And the green box that you see at the top is the things that the customer's likely to do at each of these stages online or offline for that matter. In the red are the different actions that we can take along the way. So let me see if I can open up one of the ones we did earlier on for- let's look at Claire Smith, again. See if I can zoom in for the benefit of the audience.

So given you've been James for the last couple of weeks, I'll let you be Claire. And let's very quickly go through some of these things that Claire does when she's online. And we've talked through what James does, then, underneath in the red boxes. We've got about three or four minutes.

RYAN SMITH: OK, we'll give it nice and quick, Fergal. As we saw before in the customer persona, Claire often does go to Google, like many of us do, as a first point of call to find information. So if she's looking for furniture, she may well just plug that into Google. Maybe with some parameters around her location, as well. She's also a very localized person, likes to keep in touch with what people in the community are doing. So regular frequents the borough market. And her friends' and relatives' opinions are really important to her, so as always, word of mouth and recommendations are really important. And really social media and digital is just an extension of those referrals.

She does some hashtag searches on Pinterest. She does like to get ideas from there. And she has found some hash tags and keywords that bring back good results and ideas for her in interior design there, as well. And likewise, she follows a few accounts on Instagram that post some really good ideas. And she uses Facebook, as well, mainly to keep in touch with what her kids are up to, and a few friends and relatives. But every now and then, the odd article or image pops up, and she'll delve down and look into those in a bit more detail as well.

FERGAL COLEMAN: Great. So understanding what Claire does will then tell us what we should be doing. So obviously, we need a website that's responsive. And look, we think it's a no brainer now. Your website should work on mobile devices. We observe anything up to 40% of traffic on the average website coming from mobile traffic nowadays. And that's only going to increase. So I think that's a no brainer.

Obviously, Pinterest and Instagram are something that these guys should be looking at. It's a visual, social medium, and ideal for what these guys do. Regular blog content, again, will help us get picked up on search engines. And then, to tie-in with the word of mouth, the local word of mouth and I guess the market word of mouth in these markets, we think that Oz Crafters should really be looking at how they can engage people at those markets on social media just to get the buzz going. And then, the obvious thing about structuring the website, which we look at next week, correctly for search engines.

We might do the evaluation and loyal advocate section, Ryan, just in the interest of time. People can look at the other ones later on.

RYAN SMITH: Yeah, sure. So once has become aware of Oz Crafters and what they do, the first port of call is probably to check out the website and look through the pages what they're all about, particularly browse through the store categories and the products. And what's going to be really important there is the visuals. So the images and videos, especially of the products, extremely vital. But ideally, it'd be for any website as well, as you mentioned earlier, Fergal. Sorry?

FERGAL COLEMAN: You're absolutely right. I think videos and visuals, giving people as much information allows them to make a decision. And making it easy for them to evaluate a product is key. Now, we've got over on the left hand side, we've got a usable easy navigation website. We've got some designers on. I'd be interested in your views, Tim Gentle, as well. But usability over design, we think that making things simple and quick and easy to use is almost an override, more important than design. I know they're both really important. But people are time poor. They want to be able to do what they want to do. They want to be able to get the information they need quickly and easily.

Obviously, high quality images, particularly for products, is really important. So getting a really good photographer if you're redoing your website can make a massive difference. And then all the simple things. So visible phone number on a website- if you want people to phone you, make sure it's easy to find your contact details, both on your mobile websites, so your responsive web site, when people go to it, the phone number should pop up pretty quickly. You should be able to tap it, and it'll call automatically, for example.

If we jump across just quickly to-- we will get back into the support section. And hopefully people can see the process we go through here. Support is a big, massive opportunity for people and businesses because a lot of people forget once they get the purchase. They don't think about maintaining that relationship online because they make the purchase, and they go looking for the next customer. We think that actually it's easier to keep and build relationships with customers that you've already got. And they'll come back, and they'll buy more from you.

And in the social media world, if you've got happy customers, that's the best way to go ahead and get more because social media is word of mouth on steroids. So use the web to support your existing customers. In this case, we can offer things like post care, post-sale product care- that's a bit of a mouthful, right? And via videos and things like that.

One of things we often say to our clients is, what are the 25 most common questions you get asked by your customers on the phone every day? Why not put an FAQ section up on your website or do Google videos, YouTube videos that answer all those questions? Because they're the questions people are also typing into Google.

And finally, we've got the loyal advocate. So this is once we've got loyal customers. And this is where social media comes into its own. They'll write reviews. They'll talk about you on social media. They'll share blog articles on Facebook with their friends. They'll put things out on Twitter, et cetera. So what our role is as business owners is to say, well, we know the tools people are using. How can we encourage them to talk about our products online?

So if people buy a product, you encourage them to take a photograph and post it on Facebook, either on your page or using a hashtag. Might leave it at that, just in the interest of time. Do you have any final things to add about the customer journey, Ryan, before we move on?

RYAN SMITH: Nothing. I just think it's really important for people to take the opportunity to print this out and work through it. Even if it takes a couple of times, refine it down. And as we'll see, Fergal, now I guess we'll feed through to the one page that we'll actually put in place for the next four weeks for Oz Crafters.

FERGAL COLEMAN: That's right. So you'll come up with all these ideas. So we've got all these different ideas in red here that I'm showing you now. You're not going to be able to implement everything that you come up with. So we know that. You know that. But what we recommend you do is you distill down the ones that you think are most important. And you bring them into a plan. As I said, that's probably the 20% that will give you the 80% return. It's the old 80-20 cliche, but it's so true.

We'll present this template to you. So pretty simple, three sections to it. And now, we're on a house section. And you need to do that for your business. If I open it up here in Excel, people might be able to see it a bit more clearly. So we have the section in here for Oz Crafters, where they think they are now, and where they want to be in the future. So they want 10% growth. They want to get a fully functional eCommerce site up and running.

And they want to, in terms of what we're going to cover over the next few months, they want to get their SEO and their social media cranking. So what we do is we then develop three or four key strategies. So we've got develop the website. We've got the search engine, the SEO activities. I think we've got something down here for digital marketing. So that's your social media.

And we break those categories down, those strategies then down, into distinct actions. Now, those actions will be different for each and every one of you, I suppose. But this one, I can just give you some good ideas in terms of a digital one page plan. Make sure your actions are things that you can actually go and achieve. Put some times against them. So we've actually put dates against these. And then, put a person who's responsible against them in your business. And that'll ensure that you actually go and implement these things and you get these things done. So really important.

For purposes of the Decoding Digital, these are things we're going to cover. We're going to cover these strategies in weeks two and three largely, and then the final week in week four, we will do analytics and continuous improvement. So again, we'll make this template available.

Sorry that we've rushed. We're one minute over, so I know some people might need to leave because we're on their lunch breaks. What I'll do is I'll throw it open to maybe questions. And we're happy to hang around for another 10, 15 minutes or whatever is necessary to get through the questions. So have we had any questions, or does anyone have any questions or comments to make around these tools that we've introduced?

RYAN SMITH: While we wait for people to submit any questions that they have, Fergal, we'll just say again that the resources will be going up over the next 24 hours. Had a few people ask me about getting their logins to the materials. They've all been sent to you in a confirmation email over the last few days. So check back in your emails and make sure you can login there to get the resources.

And likewise, the recording and the stream for the Hangout will be uploaded to those pages, as well. And they'll be going up shortly after the webinar as well. So really good, really important you check back in there. And if you do get stuck on any of the tools, Fergal, we're happy to answer questions and provide feedback through the LinkedIn group.

FERGAL COLEMAN: Absolutely. Yeah, and look, as we said, we have covered a hell of a lot in the last few minutes, a lot for people to take in. So please review this session. We'll probably have missed some things that you may have questions about. So by all means, please ask us if you're confused about something. We're here to help. We really want you guys to get the most out of the next three or four weeks. Some of these tools, you'll think they're not for you. But pick the ones that you think are going to work for you.

We know that the customer personas and the customer journey works really well for us in our business, and also for clients that we've used it for. So we would encourage you to download them and have a look at them. And at least try them.

RYAN SMITH: We have one question here, Fergal. I'll just pull it up. Bear with me. Question from Sarah, with eCommerce site development, any thoughts on Shopify? I know you'll be talking about CMS's next week, Fergal, and how we can go back about choosing a good CMS. But maybe briefly, thoughts on Shopify?

FERGAL COLEMAN: Look, I think Shopify has got its place, absolutely. And we haven't used it ourselves. But I've only heard pretty good things about it. Sarah, next week what we'll go through is a decision matrix and help you and talk through how to help you to decide on what content management system to use. And really, what I'd say about Shopify, it really depends on where you want to take the business. There are obviously enterprise scale open source- we use a lot of open source software now in our business. But they're a little bit more tricky to use than Shopify. So if you want to get up and running quickly, my understanding is Shopify is great.

Brief look I've had, it's really good. And other developers that have talked about it have only said good things. I would suggest if you want to grow your business, you may outgrow Shopify over time.

RYAN SMITH: Thanks, Fergal. A comment from Tim that perhaps a budget column might help on the one page plan to identify for people how much they might be looking to spend. And that's probably good feedback. And we would say, Fergal, that people are able to adapt the template into a way that suits them in their business, as well.

FERGAL COLEMAN: Yeah, absolutely, really good point, Tim. Look, I suppose from the point of view of the businesses on here, we've got quite a range. I think there's going to be quite a range in terms of what people want to spend. Next week, you'll see that we're going to develop the Oz Crafters website using templates and kind of freelance websites. So we're going to do it a bit cheap and nasty just for the purposes of showing you what's possible. If you've got a budget, you'd go down, and you'd engage a digital organization to help you roll out something that's obviously probably better, a bit slicker, et cetera.

But everyone's got different budgets, and different people start in different ways. So I agree, if people want to put in their budgets, if they want us to answer questions around specific budgets and implementation, we'll talk about that next week. And certainly, that's one of the considerations for people if they're implementing content management systems. Because there's free ones out there, as you and I know, Tim. And then, there's one that cost tens of thousands, hundreds of dollars, hundreds of thousands of dollars in some cases.

I think a lot of the expense just on that, people tend to forget about the internal costs, as well. So if you're putting up an eCommerce site and you've got hundreds of products, it can be pretty intensive internally. And that's a cost people forget about, that they're going to have to have a resource internally, or somebody who spends part of their day maintaining the website. So really, it's important that we don't lose sight of that.

RYAN SMITH: Great, thanks, Fergal. Question from Lavisha. Is there any way to try Google Hangout before Thursday? Really good question. If people do want to create a Google+ account, which is free, and if you have a Gmail email address by any chance, it's really easy just to tack on your Google+ account. There are a whole range of people putting out Google Hangouts on a whole range of topics almost any given day, Fergal. And you can often tune in to a lot of those that are put out publicly. And that's a good way to get a feel for Thursday if you do want to have a practice.

FERGAL COLEMAN: Yeah, and we might maybe throw some links into the LinkedIn group that people can go and have a look at. Look, another thing to say to Lavisha, don't be scared. We ran a Google Hangout last year, and the first time we did it, it didn't work all that well because it can be pretty sketchy technology at times. So don't be scared of this technology. It's technology. It'll occasionally have glitches. We are here to help you. If you're unsure, don't worry. Try and join, and we'll all learn together.

RYAN SMITH: And also another question from Lavisha about who she can send her one page plan to. I've just answered that publicly to everyone there. There's an email address, If you did want some feedback to send those through, please send them to that email address. And we'll definitely have a look at them.

FERGAL COLEMAN: Yeah. And I think the other thing to say, if people are looking at their business models, we're going to have hopefully up to 100 people in the LinkedIn group. You want to get some feedback on your maybe potential business models. Put it out there for questions, and let's see what the wisdom of the crowd can come up with.

RYAN SMITH: Great. So we'll just allow a minute for if there's any more questions coming in.

FERGAL COLEMAN: Yeah, I think the other thing to say, if people have got questions or there's anything that we can improve on and deliver better to you next week, please let us know. Because we're here to try and let you guys learn as much as possible. So we're all learning, I guess, in this first week. And certainly, we tried to cover a hell of a lot this afternoon.

RYAN SMITH: And if people did find the session useful, Fergal, they can still recommend it to any friends or contacts you may have. People are still able to register for the program. And obviously, they can access this week by recording. And they can register and still join us live for the rest of the remaining sessions. So by all means, do encourage people to join us.

FERGAL COLEMAN: Absolutely, yeah, absolutely.

RYAN SMITH: I think we've answered all our questions. So we might wrap up, Fergal.


RYAN SMITH: Just right on the buzzer, I will be spending more time on B2B and B2G type businesses, Fergal, over the coming weeks.

FERGAL COLEMAN: We will. Yeah, a pretty difficult thing to do. And one of the reasons we were creating our fictional business, we were looking at how we could maybe cater to both. Certainly LinkedIn we think is a really good B2B tool, which is why we want to look at it on Thursday. We also look at wholesale areas on eCommerce websites. So we can talk through those, absolutely.

And I think the other thing is content marketing. A lot of people think that global, I'm in a B2B marketplace, content marketing isn't for me. We know from experience and we know by looking at some big B2B companies, and I'm watching them, that content marketing can be really, really effective in that space, as well.

RYAN SMITH: Great. And just one request to get access to the LinkedIn group again. I've just posted that link into the chat publicly as well.

FERGAL COLEMAN: I'll get on straight after this session. And if there's anybody waiting to be admitted, I'll admit you guys. And away you go.

RYAN SMITH: Great. I think that's it, Fergal.

FERGAL COLEMAN: Great. Thank you, everyone, for attending. And I look forward to speaking to you all again on Thursday.