1.2 Discovery

On July 9 James and Tatiana discussed the domain name, and creating email marketing schedules to synchronize with content on the website. We also explored developing an iPad database to improve the process of providing estimates, using site audit information to target customers with specific email offers/ website posts.

We delayed the SWOT analysis, Customer Archetype and Tagline/Keyword creation exercises until Paula and Taylor were available to attend.

We discussed changing the domain name and/or the business name, in part to have a fresh start for the website and other branded materials. The exercise creating taglines and keywords will help us create an original and customer focused domain name if necessary – we will wait to see if we need to transfer the old domain name to a new host or simply register a new domain.

James will create a simple prototype database to show how estimates could be created on an iPad. Some of the features discussed were;

• Auditing the customer’s job site to help scope the current bid, and customize promotion of relevant services for future work
  • Capturing photos and sketches for reference when work starts
  • Capturing specific tree species (ie. American Elm, Maple), sorted by customer/zip code for marketing seasonal trimming/fertilizing services
  • Making other notes to generate sales leads or maintenance contracts ahead of work schedules
• Emailing estimates (and later getting permission to email maintenance reminders based on audit)
• Flagging dates to follow up on pending estimates, and customer communication preferences (call time, phone/email)
• Capturing signatures for customer approval
• Allocating discounts
• Accepting deposits
• Printing estimates on site
• Scheduling approved jobs with similar tasks, equipment or locations for efficiency
• Categorizing tasks/costs (line items) within an estimate to report which kinds of services are competitively priced/require discount
• Connecting estimates to invoices to track conversion rates*

* We have previously discussed using quickbooks to invoice customers and capture their contact information. We should look at what features quickbooks’ estimate feature doesn’t have, before we commit to creating a separate customized tool for estimates.