RETURN ON STORY Build a winning strategy fuelled by simple storytelling #returnonstory

CONNECT WITH ME

INCREASE

YOUR RETURN

ON STORY

A SIMPLE AND CONSISTENT MESSAGE

4 | #returnonstory

KEY INSIGHTS

CANADIANS

ARE ONLINE

use the

Internet 82 %

CANADIANS

ARE ONLINE

shop

online 56 %

SOURCE: 2014 BDC/Nielsen Small Business Week survey

wait longer to initiate contact

with vendors than they did

two years ago because they

are doing more research

themselves (SAP)

3 2

OVER

OF BUYERS

CANADIANS

ARE ONLINE

research online

before buying 80 %

17 %

OF SMES ARE

SELLING

ONLINE

SOURCE: NetPME 2011 - Use of ICT by Canadian SMEs (Cefrio) October 2011 – 2,000 SMEs surveyed

A HUGE OPPORTUNITY

FOR SMEs TODAY

SELLING ONLINE:

11 | #returnonstory

GETTING OLDER… QUICKLY

SOURCE: Statistics Canada

25

30

35

40

45

1971

26 years 1991

33 years 2011

40 years 2031

44 years

12 | #returnonstory

STRATEGY

START WITH WHY DEFINE YOUR PURPOSE Align your story behind a core purpose

SAVE THE ENVIRONMENT

NEW FRONTIER BREAK

CONVENTION

BRAND INFLUENCE MORE THAN GOOD LOOKS Your brand is beauty AND brains

ELEVATOR

PITCH DRAFT A

POWERFUL OPENING STORY

Who am I?

What do I do or specialize in?

Who are my clients? How do my clients

feel that they benefit from my offering?

16 | #returnonstory

ELEVATOR PITCH DRAFT A POWERFUL OPENING STATEMENT

I’m Kayley Brooks, Business Consultant with the BDC. I’m a

sales and marketing expert that helps Canadian entrepreneurs

grow their businesses. My clients hire me because I have a

proven track record of helping companies increase revenue

after following my sales and marketing methodology.

17 | #returnonstory

THE CUSTOMER

IS KING

UNDERSTAND YOUR CUSTOMERS

Pain points Digital footprint Demographic information

> Age

> Gender

> Education level

> Income level

> Occupation

> Family size

> Household income

> Geographic area

> Social media engagement

> Online purchasing

> Time spent online for personal use

> Preferred platforms

> Mobile engagement

> Needs

> Challenges

> Frustrations

Key messages Speak to your customers effectively

JOHN CHO

Age 45

Occupation Procurement officer at engineering firm

Paint points Finding quality reliable vendors, no time, wants to get promoted

Digital footprint Heavy email, Google search, LinkedIn

Key message We will make you look good

JANE SINGH

Age 29

Occupation Legal intern

Pain points Looking for a new gym, cash strapped, status, busy

Digital footprint Heavy social, foodie apps, Candy Crush, selfie tribe

Key message We love fitness and want to share our lifestyle

CONVERTING

EXPLORING

RETAINING

Ne

ed

trigg

er

Ne

ed

trigg

er

MA

P Y

OU

R C

US

TO

ME

R J

OU

RN

EY

Advocacy

Loyalty

Purchase

Re-purchase

Active search

Delivery and usage

Evaluation

Awareness

Drive

MEASURE

Build

revisions

MEASURE

Drive Build

revisions

MEASURE AND ADAPT

MEASURE

Drive Build

23 | #returnonstory SOURCE: 2014 BDC/Nielsen Small Business Week survey

of the country’s most successful businesses

had hired

a sales &

marketing

expert on at least

a part-time basis.

3 2

54%

66%

All others

Topperformers

Proportion of firms that had hired, on at least a part time basis, in-house expertise in marketing

Canada’s most successful businesses were

significantly more likely to have hired a

marketing expert

24 | #returnonstory

CASE STUDY

bit.ly/BDC_LXRCaseStudy

1. WHAT’S YOUR WHY

KEY TAKE AWAYS

2. DOCUMENT YOUR STORY (BRAND MANUAL)

3. UNDERSTAND YOUR CUSTOMERS (RESEARCH)

4. MAP YOUR CUSTOMER JOURNEY (STRATEGY)

5. TELL YOUR STORY AND MEASURE THE RETURN

Follow us

bdc.ca | 1-888-INFO-BDC

BDC

BDC_News

QUESTIONS?

Kayley Brooks

Business Consultant

BDC.ca/blog B