Category: Case Studies

  • Infofit’s digital adoption plan discovers an opportunity to earn recurring compounding revenue.

    Infofit’s digital adoption plan discovers an opportunity to earn recurring compounding revenue.

    Client:

    Infofit is in the fitness education sector, providing in-person and online courses emphasizing hands-on training and experiential learning. It serves two target audiences, students wanting to obtain a personal training certification and personal trainers wishing to maintain their credentials through continued education.

    Brief:

    Infofit applied to the Boost Your Business Technology stream of the Canada Digital Adoption program (CDAP) for an opportunity to receive the following:

    1. A grant of up to $15,000 covering 90% of the costs for a digital adoption plan developed by a registered digital advisor (me);
    2. Up to $100,000 in interest-free loans from the Business Development Bank of Canada (BDC) to help implement their digital adoption plan;
    3. And up to $7,300 to fund work placements for students or recent graduates to help grow through digital adoption.

    Challenge:

    Infofit reaches its prospects through partnerships, influencers, affiliate and referral marketing, search engine and social media marketing. Its commitment to the local community and fitness sector ensures its students are in high demand while earning Infofit referrals – many local gyms pay their staff to train at Infofit.

    Students wishing to attain training certification represent Infofit’s largest revenue source. However, once they achieve their certification, they infrequently return to maintain it, resulting in a loss of potential recurring revenue.

    Infofit’s desired outcomes from the digital adoption plan included:

    1. Increasing average monthly revenue;
    2. Increasing student recruitment;
    3. Improving digital marketing performance.

    Strategy:

    Infofit already had many digital tools to manage its operations: an eCommerce website, Keap (marketing automation), Members Solutions (membership management), LearnDash LMS, and a POS. It’s also active on social media channels and performing better than its industry average for paid media. However, during the analysis phase, audits identified modifications to enhance its SEO and paid and social media.

    Infofit wants to gain confidence in its ability to distinguish successful marketing campaigns from those it should discontinue through analytical reporting. Its digital adoption plan recommendations include three alternative tools and corresponding implementation plans to achieve this goal: the Google Marketing Platform, Metricool, and Hootsuite.

    Lastly, we discovered an opportunity to improve Infofit’s alum sales, providing the potential for compounded and recurring revenue. To maintain their certification, personal trainers must take continuing education (CE) classes annually. And while CE classes only represent a minor portion of Infofit’s revenue, it’s recurring, with the potential to compound as more trainers rely on Infofit to keep their certifications. And when alums are successful, as Infofit has witnessed, they become influential referral marketing sources.

    A detailed implementation plan employing Infofit’s existing digital tools demonstrates how to automate its sales and marketing to encourage personal trainers to manage their CE with Infofit. Timely email notifications, CE tracking, and subscription pricing will create the potential for an automated self-managed profit centre for Infofit.

    Results:

    The CDAP grant covered 90% of the costs of Infofit’s digital adoption plan – and while the project timeline is one year, Infofit began implementing the recommendations immediately with quick and rewarding results.

  • Fulhaus’ digital adoption plan recommends two paths toward more successful order management.

    Fulhaus’ digital adoption plan recommends two paths toward more successful order management.

    Client:

    Fulhaus is a premium furniture and decor designer marketplace for the hospitality sector, multi-property and unit owners, real estate agents, offices, homeowners and short-term property owners, selling everything from fully designed rooms and multi-unit packages to single-unit dwellings decor and furniture.

    Brief:

    Fulhaus applied to the Boost Your Business Technology stream of the Canada Digital Adoption program (CDAP) for an opportunity to receive the following:

    1. A grant of up to $15,000 covering 90% of the costs for a digital adoption plan developed by a registered digital advisor (me);
    2. Up to $100,000 in interest-free loans from the Business Development Bank of Canada (BDC) to help implement their digital adoption plan;
    3. And up to $7,300 to fund work placements for students or recent graduates to help grow through digital adoption.

    Challenge:

    Fulhaus’ primary service, called a Haus-in-a-box, targets hospitality and multi-property owners and can take three to four weeks (or as much as eight to ten weeks with COVID delays) to deliver, including project coordination, interior design, furnishing sourcing and procurement, logistics, installation, staging and photography.

    The Fulhaus team sources furniture worldwide from hundreds of manufacturers and arranges deliveries across North America. Fulhaus’ expertise in dropshipping reduces costs by eliminating most warehousing requirements.

    Fulhaus managed accelerated growth, nearly doubling its revenue between 2019 and 2022, on the backbone of a strong tech team and lean technology infrastructure; however, projects grew in size and complexity.

    Fulhaus wanted to invest the BDC loan in an order management system (OMS) to help with its sales-to-installation workflow. Fulhaus had already invested significantly in its technology team and digital ecosystem, so the recommended OMS had to fit its unique (and highly customized) technical infrastructure.

    Strategy:

    Fulhaus’ digital adoption plan recommended two alternative paths: 1) a standalone OMS and 2) a headless eCommerce integration with built-in OMS features.

    The standalone options (Salesforce OMS and Orderhive) offer fewer challenges because they present a predominantly decoupled solution. Whereas the headless eCommerce option (Shopify Plus) requires more complex integration while providing Fulhaus’ eCommerce solution with future-ready enhancements.

    The Salesforce OMS integrates seamlessly with Fulhaus’ Salesforce CRM, Marketing Cloud, and Sales Cloud, already in its technology stack, and includes features to allow Fulhaus to scale its operations. In addition, members of the Fulhaus technology team had begun training and receiving Salesforce certifications.

    Orderhive includes flexible workflow automation, extending beyond the OMS, and integrates with Salesforce CRM.

    Shopify Plus offers an innovative solution with attractive built-in features and integrates with Salesforce CRM. However, customizing it to meet internal processes requires in-depth knowledge of Shopify’s unique coding language.

    Results:

    The Fulhaus digital adoption plan recommended OMS options to meet its detailed requirements. Its implementation plan presents the essential elements to execute each solution, including dependencies, estimated timelines, technology and implementation costs. Lastly, a Gantt chart shows a six-month timeline incorporating expected project delays, including communication pauses, review and feedback cycles, rework and corrections, and interruptions from ongoing operations and other active projects.

  • After an acquisition that doubled its size from 75 to 150 employees, Northern Commerce wanted to reposition its brand to focus on the digital transformation sector.

    After an acquisition that doubled its size from 75 to 150 employees, Northern Commerce wanted to reposition its brand to focus on the digital transformation sector.

    Client:

    Northern Commerce began in 2015 when Atmos, a digital marketing firm, merged with Inspiratica, an e-commerce company. In 2020, seeking to expand its web developer staff extensively, it acquired Digital Echidna, a Drupal open-source content management system (CMS) agency.

    Brief:

    Northern Commerce hired me to research opportunities to position itself within the competitive digital transformation market. It wanted to find larger clients to support its more significant size and continue growing at a pace that listed them among the fastest-growing companies in Canada.

    Challenge:

    From internal stakeholder interviews, I learned that, based on its acquisitions, Northern continued to operate as three separate companies: a digital marketing company led by employees from the Atmos acquisition, an e-commerce company made up of staff acquired from Inspiratica, and a CMS agency from the recent Digital Echidna merger. Yet, when these distinct units combined, they offered an opportunity to increase Northern’s revenue with its more significant clients. Northern could provide expertise in helping clients find prospective customers (digital marketing), convert prospects into customers (e-commerce), and nurture customers toward more rewarding lifetime value (improved digital experience through a CMS).

    The Northern leadership team shared a list of competitors (some immediate competitors and others competing where Northern aspired to be). Northern’s competitors were significantly larger than they were; each competitor grew through acquisitions and leveraged a positioning acquired through them. One leveraged its analytical capabilities from a data science agency purchase, another with its creative depth and another with its ability to co-innovate through staff augmentation. All offered comprehensive services and the know-how to address the challenges of digital transformation.

    My research uncovered insights into why organizations invest in digital transformation.

    • They receive pressure from customers who want more transparency, choice, consistency and convenience.
    • Through enhanced customer experience, they hoped to gain a competitive advantage (or catch up to a competitor).
    • They experienced market pressure and disruptions from digital innovation from new market entrants and competitors.
    • Organizations must accelerate their digital transformation efforts to keep up with the rapidly evolving digital landscape.
    • They felt pressure from employees who experienced digital transformation’s benefits as consumers.
    • They require digital transformation from acquiring disparate systems through mergers and acquisitions and face globalization pressures.

    I also learned why organizations often need help to improve digital transformation results.

    • Companies need to plan out digital transformation thoroughly.
    • Organizations often opt for incremental, experimental innovation, a strategy that offers quicker payback and reassuringly lower risk.
    • Companies need to budget for different types of digital transformation, such as incremental improvements to core systems, opportunities to enhance adjacent systems and transformational or breakthrough change.
    • Organizations need more effective means to measure success.

    Strategy:

    My research highlighted the significance of a purchase. It’s a pivotal moment when the customer invests substantial energy in evaluating the brand, warranting organizations’ considerable investment in creating an exceptional commerce transaction. I crafted Northern’s positioning on this notion, considering the entire customer journey leading to the first purchase and the efforts required to encourage additional purchases.

    Northern’s digital marketing services emphasize the experience that leads to an exceptional transaction. Its e-commerce services ensure a frictionless and brand-lifting transaction, and its CMS digital experience services encourage more rewarding customer relations, leading to higher lifetime values earned from each customer.

    Northern’s tagline became “Commerce is our North star. We engineer commerce-led consumer engagement and immersive customer experience at every touchpoint.”

    We made Commerce the tip of the spear, and engagement and digital experience became the supportive pillars toward an exceptional commerce-led experience.

    Working with Northern’s leadership team, we developed three service pillars.

    1. Commerce: The Inflection Point.
    2. Experience: Earns Trust and Loyalty.
    3. Engagement: Draws Consumers In.

    The other insight I learned from my research is how challenging, time-consuming, and lengthy (requiring iterative efforts over numerous projects, often several years) digital transformation is. Northern incorporated this into its sales copy, expressing the long-term goal of reaching digital maturity throughout its project planning, emphasizing its work to extend superior services to clients to ensure it continues to help them strive toward their long-term digital transformation objectives.

    Results:

    The research project resulted in modest changes to Northern’s brand positioning rather than a complete overhaul, reducing the total cost of rebranding and lessening the staff change management efforts.

    My collaboration with Northern’s creative and developer teams led to a comprehensive redesign of its website and marketing collateral. I helped with extensive editing and new copywriting, securing a thorough and effective transformation.

    I supported Northern’s Marketing Manager while incorporating the new branding into ongoing campaigns. I worked with sales to use the new positioning, connecting with prospects and in proposals and sales calls.

    Northern continued to grow at an impressive pace and earned a second consecutive award as one of Canada’s top-growing companies for 2021.

  • Working in their community, not on their technology.

    Working in their community, not on their technology.

    Challenge:

    Roots Community Services (RootsCS) experienced steady growth under its Executive Director, Angela Carter, establishing much-needed programs and services for the underserved Black, African and Caribbean communities of the Peel and Halton Regions. This growth continued, even during the unprecedented COVID-19 pandemic.

    RootsCS is a multi-service charitable organization that provides culturally relevant programs and services to inspire residents, primarily from the Black, African, and Caribbean communities, to make positive changes in their lives and within their communities. For more than 35 years, RootsCS has been giving hope to and uplifting individuals in the Region of Peel and other areas of the Greater Toronto Area through caring and compassionate counselling and support.

    Ms. Carter used her passion for technology and perseverance to keep RootsCS moving forward. Whenever a challenge arose, she quickly found a technical solution to overcome it and, in some cases, multiple options to provide flexibility. In most situations, Ms. Carter also set up the new software and trained her staff to use it. However, with greater demands on her time, a growing list of software under her purview, and a team with varying levels of technical confidence and skills, the complexities of managing the RootsCS software and providing adequate training were mounting. Technology quickly became an impediment.

    In addition, the rapid switch to remote work, driven by government-mandated office closures, made it more difficult to resolve even minor technical issues. While in the office, employees could quickly get help from management or a nearby tech-savvy colleague, but frustration set in when this support was no longer nearby. Frustration with their inability to solve what felt like daily software issues. Some staff resorted to more manual workarounds. Instead of capturing data in their database, they reverted to handwritten notes. The manual workarounds were less reliable, resulting in reporting inconsistencies and leading administrators to spend increasing time going back to their teams to resolve data-capture mishaps.

    Accurate reporting is essential for winning nonprofit grants and measuring the value that the funding promises to deliver. And recently, funders were requesting more transparency and granular reporting. Hence, the reporting inconsistencies became more urgent and concerning.

    Solution:

    Ms. Carter turned to her network, engaging the combined consulting services, Richard Clifford (Richard Clifford Consulting Corporation) and Richard Bolton (Centricity360), to help RootsCS:

    1. Conduct an audit of technology tools and usage;
    2. Determine which software tools to keep;
    3. Ensure that these tools get correctly implemented, and;
    4. Suitably train their staff.

    We presented a three-phased approach to RootsCS. Phase one included a report identifying all current software and its costs, while phase two recommended which software to remove, keep, or replace. We would coordinate the new software implementation and staff training in phase three.

    We interviewed the Executive Director and the board of directors during phase one assessment to understand the organization’s essence and plans. We conducted extensive interviews and surveys with staff and other similar nonprofit organizations to better understand RootsCS’ micro and macro environments. The interviews and surveys led to a software audit and discussions with RootsCS’s external IT consultants. The culmination of these efforts produced a visual map of the organization’s software workflow, making it easier to identify pain points.

    1. Several software programs performed duplicated or overlapping functions. We could eliminate 75% of the software by selecting a single general administrative platform (Google Workspace), resulting in more consistent file formats, cloud-based access, easier integration with standard applications, and a more uniform information flow within the organization.
    2. The core functionality that RootsCS needed was client management. However, its existing software was dated and difficult to use. We elected to procure a new SaaS tool that better met their needs.
    3. RootsCS needed a documented training program covering the primary software used, mandated processes, and recommended guidelines, along with a plan to ensure every staff member completed the training.

    In phase two, we turned our attention to procuring RootsCS with a new client management software. Issues identified with the existing client management software accounted for more than 80% of the challenges pinpointed. Our assessment helped determine a prioritized list of criteria for ranking and qualifying 13 software solutions selected as potential alternatives, ultimately shortlisting the top 3. Interviews and demonstrations of the shortlisted vendors followed, helping to eliminate the weakest of the three, and the Executive Director and select managers participated in final demos of the top two vendors. After the vendor interviews and software demos, we created a cost-benefit analysis to help RootsCS objectively select the winner of the two closely matched remaining vendors. We helped the RootsCS leadership team explain the rationale for the software changes to its staff, ensuring they appreciated the necessity of the changes. And we walked the staff through the planned implementation, training, and change management process.

    Phase three focused predominantly on implementation and training with the new client management system, AlayaCare. The staff needed to switch to the new system before their upcoming fiscal year, so we worked with AlayaCare to suggest an expedited onboarding process that reduced their typical implementation phase from 12 weeks to four weeks. We helped identify two of RootsCS’s staff to act as power users during onboarding, recognizing their ability to learn and adapt quickly and their comprehensive knowledge of RootsCS programs and services. We worked closely with these power users, helping them design and deliver a training program using Google Classroom and coordinating staff communications and ongoing surveys to track user acceptance of the new software.

    Results:

    RootsCS have done an exceptional job quickly adapting to its new client management system and a reduced selection of software tools. The two power users brought confidence and calm to the rest of the staff and freed the Executive Director to continue with her busy schedule, unimpeded for the most part, easing everyone’s concerns about the rapid changes. The training documentation continues to grow and evolve as a living document made easily accessible through Google Classroom. While there are still a few staff holdouts to the changes, it’s been easier to identify them and provide additional one-on-one help.

    Highlights

    • Reduced the footprint of software tools from more than ten to three primary tools
    • Procured an essential client management system picked from thirteen candidate alternatives
    • Reduced the implementation and training onboarding time from 12 to 4 weeks
    • Freed the Executive Director to continue to grow the organization, unimpeded by technology distractions
    • Discovered two dynamic power users to lead future software changes and adoption

    Testimonials:

    I appreciate the work that Richard Clifford and Richard Bolton did for RootsCS. They took the time to understand our services and culture, with patience and consideration, to offer solutions that best met our needs. I highly recommend their consulting services.

    Angela J Carter, Executive Director

    It is said, “one’s word is their bond.” We can attest to your incredible leadership, attention to detail, patience, and, most importantly, the production of comprehensive outcomes that enable the most effective decisions. We are satisfied with the work done, and you both did an amazing job – we are pleased! Thank you so much!

    Shane Joseph, Associate Executive Director