business basics - murray bridge council
TRANSCRIPT
Kookaburra Homes BUSINESS BASICS
1. About Me | Why I’m A Mentor
2. About Our Business | Kookaburra Homes
3. Starting A Business
4. Marketing Your Business
5. Q&A
01.ABOUT Me Steven Walker
01. Why I’m A Mentor
02. ABOUT Our Business Kookaburra Homes
2a. About Our Business
Custom Home Builder
Locally Owned & Operated
Murray Bridge, Mount Barker & Adelaide
40 Full Time Staff & Over 150 Sub-Contractors
2014/2015: $6.7 Million in Sales
2019/2020: $44 Million in Sales
2b. Recent Achievements
03. Starting a Business
3a. Starting a Business
3 Questions You Need to Ask Yourself
Who is your CUSTOMER?
Who is your COMPETITOR?
What is your POINT OF DIFFERENCE?
3a. Starting a Business | Kookaburra Homes
Who is our CUSTOMER? Second – Third Home Buyers
Murraylands & Adelaide Hills Regions
Who is our COMPETITOR?Metricon | Sarah Homes | Rivergum Homes
What is our POINT OF DIFFERENCE? Superior After Sales Service & Communication
High Quality Product & Inclusions
Extensive Product Range
A Real Want to Help the Community Around Us
3a. Back it up
3b. SWOT ANALYSIS
STRENGTHS
What are my strengths?
WEAKNESSES
What are my weaknesses?
OPPORTUNITIES
What are my opportunities?
THREATS
What are my threats?
3b.SWOT ANALYSIS | Kookaburra Homes
STRENGTHS
What are our strengths?
• High quality product • Staff• Loyal trade base • Customer service & communication• Ability to adapt quickly to the market conditions• Ability to build all over the state• Customer reviews
WEAKNESSES
What are our weaknesses?
• Financial restraints (restricting growth)• Marketing spend when compared to our larger
competitors • Lack of ability to display product• Processes and procedures• Purchasing power
OPPORTUNITIES
What are our opportunities?
• Market share in high growth areas in South Australia due to large, loyal trade base
• Working with local and national suppliers on new product to continue to be innovative
• Utilising virtual reality software to create a leading edge online home visualiser tool
THREATS
What are our threats?
• Competitors entering our key growth areas • Competitors producing a similar product • Facebook and similar social media platforms no
longer being relevant to the market• Competitors recognising the value of social media
advertising over traditional media• Global and national economic crisis (COVID-19)
04.Marketing Your BusinessSocial Media & Website Engagement
4a. Social Media –Why It’s So Effective
• Extremely Cost Effective Medium
• Large Potential Reach
• A Captive Audience
• Opportunity to Target A Very Specific Audience
• Ability to Measure & Track Your Return on Investment
4b. Social Media Growth
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12000
2015 2016 2017 2018 2019 2020
Facebook Followers
4c. Social Media Engagement
4c. Social Media Engagement
4d. Social Performance
Total Reach = 36,851 People
Post Clicks = 14,875
Photo Views = 9,762
Website Link Clicks = 1,039
Other Clicks = 4,074
Total Reactions, Comments & Shares = 949
Total Spend = $180
Cost Per Click= $0.01
4d. Social Performance
Total Reach = 65,473 People
Post Clicks = 14,463
Photo Views = 6,913
Website Link Clicks = 989
Other Clicks = 6,561
Reactions, Comments & Shares = 1,426
Total Spend = $150
Cost Per Click= $0.01
4d. Social Performance
Facebook | Competitor Analysis
- Consistent leader in terms of engagement, next to Metricon, a
national brand with over 70K more facebook followers.
- We are the consistent market leaders in terms of growth (Increase
of Facebook Likes each week)
4d. Social Media Performance
Facebook Advertising
Total Annual Spend (July 2019 – July 2020)
$18,000
Total Reach 478,234
Average Cost Per Person Reached $0.04
Total Engagement(clicks, likes, reactions, shares)
250,358
Average Cost Per Engagement $0.07
4d. Social Performance
Facebook Advertising
Monthly Spend $1,500
Average Monthly Leads 58 Leads
Average Cost Per Lead $25
4e. Website Growth
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2015 2016 2017 2018 2019 2020
Average Monthly Website Users
Avg. Users
4e. Website Growth
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2015 2016 2017 2018 2019 2020
Average Monthly Website Leads
Avg. Leads
05. Q&A
