Challenge

A legacy business council wanted to open new revenue stream and develop new service in China market entry strategy for members and prospects.

Solution

I analysed customer journey of 68 consumer sector member companies through interviews, desk research, and writing case studies. This revealed a pain point of lacking understanding of  brands' digital footprint across social media, e-commerce, search engine, and specialised forums. I identified two USPs of the business council - impartiality and network - and developed value preposition and business model for a bespoke new service, Digital Audit.It gives consumer-facing brands an insight into their digital footprint in the Chinese market. After three pilot projects and iterations, I pitched to senior management, trained service delivery team, and launched the service in collaboration with advisory, marketing, and new business teams.

Impact

- This first digital analytics service has helped the business council to find brand relevance in digital age.

- It created additional values for its member organisations in professional and creative services, as part of the recommendations in the deliverable. This in turn enhanced membership sales pitch.

- Continuous positive client feedbacks.

- Clients counted iconic British organisations and challenger brands alike, including Tate Modern, Dartington Crystal, The Organic Pharmacy, and Olivia von Halle.