next six months strategy - GIKKO 11 July 2024
Hi Team,
We have been looking at the bigger picture strategy for growing our business and this email will hopefully portray how we envisage achieving our goals over the next 6 months.
1) We have multiple INDUSTRY to target
2) We have multiple PRODUCT to sell
3) We have two broad CLIENT types to sell to; ELEPHANTS and IMPALAS
The purpose of this exercise is to try and make more efficient the way in which we generate and convert leads with primary focus of free up Rodney’s time to target elephants and enabling impalas to more easily find and self onboard.
Impalas are easier to hunt but bring little meat to the pot. Elephants are much harder to hunt, take a long time but bring enough meat to feed the village. So we want to correctly apportion our energy money and time into the respective client types.
To crystallise our minds we are targeting INDUSTRY as follows: (we can further refine definitions but broadly speaking)
FSI
Education
Health
Retail
Manufacturing
Public Sector
We are selling PRODUCT as follows:
SMS
2-WAY SMS
USSD
EMAIL
WHATSAPP for BUSINESS
API SECURITY
So the question is then how do we approach this vis-a-vis our marketing efforts?
Currently we are more or less targeting a few key industries and creating awareness of our product line up. Perhaps somewhat of a ‘catch all’ approach. I’m suggesting that we further refine this approach by identifying business based on their size.
The question is which size business do we want to reach via digital. I am advocating that we switch our strategy to allow digital to reach the myriads of (in our world smaller businesses - IMPALAS), allowing our sales team to focus clearly on known ELEPHANT targets like banks.
In our digital outreach some post examples come to mind:
INDUSTRY vs PRODUCT(s): “Insurance companies, use Gikko to reach your customers via SMS, WA and EMAIL with our omnichannel platform. PS - we’ll give you the EMAIL platform free!"
PRODUCT: EMAIL: "Use Gikko for your SMS connectivity and get an EMAIL platform free"
INDUSTRY: “ Are you struggling to reach the market with your products? Let Gikko build a whatsapp platform for you over which your customers can find your products and easily purchase them”
I think it’s important that we work really hard on giving them a better visualisation of what we are offering. I’d like us to brainstorm this on the next call.
In theory this should result in RABBITS visiting our website, contacting us, self-onboarding which leads to conversion and training. We want to minimise friction in this process.
I don’t believe however that this will be suffice to generate significantly better inbound traffic. If we can successfully achieve a good visualisation of our offering we can also include channels like Instagram. And on a more local front we need to consider channels that IMPALA business visit/follow. We will do some research here on the ground.
This is not to say that we should exclude ELEPHANTS from digital outreach but rather consider the impact of digital on them as being ’surround sound’.
Apologies for the long email but hopefully we can pick this up next week with a bit more thought behind it.
Thanks and chat soon,
W
1. Get website updates in place so we can drive new newsletter sign-ups to support the Impala's and Rabbits
2. Gikko to provide the friction points for people to self-serve
3. Gikko to confirm what the value proposition is for people who need to self-serve
4. Segment and speak to the various buckets of people specifically
5. Do we continue with newsletters x 2 - the last one didn't perform well and we think its content that was the issue so what is our content strategy and how does it fit into the elephants, impala and rabbits
6. Blogs to support the overall strategy and help rabbits and impala's self serve
7. The new API service needs to come into the fold, its a great opportunity for Gikko's learn with us - lots of content ideas and some infographic thoughts Lauskie https://content.salt.security/protecting-apis-protects-your-bottom-line.html How Security Saves your butt and bucks :)