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.
1.1 Discovery
On the 18th of June we had our first discovery meeting. We had some wide ranging discussions, but we focussed on brainstorming in three key areas;
- Creating tagline from keywords
- Creating a customer archetype
- Creating a (SWOT) Situation Analysis
Click here to download the PDF created using post it notes (in no particular order).
We moved between these tasks without completing any, but it helped us begin to find out where the business and the customer’s values and needs are best aligned, before we begin to create content for the site. This focus will make producing the site more efficient and increase the chance of the customer finding the site via a search engine, staying on the site for longer, and initiating a relationship with the business via explicit Calls To Action.
Domain Name & Hosting the New Site
One weakness we identified is the length of the domain name. A threat is the number of registered domain names and that many have been already been purchased. My hope is that a new, original domain name will become obvious to us when we complete the activities above, which will simplify setup and give the business a fresh brand.
A threat is that the current domain (villagetreeserviceusa.com) has the current status listed as ‘ClientTransferProhibited‘: this means we’ll need permission to allow the domain name transferred to a host we can manage. This may add cost and delay to transfer (normally 30 – 60 days), but we will likely need this time to create a site that’s ready to launch. We will need to consider this when we look at the publishing schedule.
James will draft an email requesting the transfer of the domain to IDG solution for Tatiana to send. James sent a text to the owner of the shorter domain villagetree.com, and he was not willing to sell it.
