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A talk I gave @ Bizconf 2010 about strategy for small agencies and freelancers. How to grow, position yourself and eventually sell the business.
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FSFUTURE SIMPLE
Growing and Selling YourWeb AgencyUzi Shmilovici
Don’t grow!
Don’t grow!OMG!Did he just say strategy?
What’s your strategy?
Cost
Differentiation
It is that simple.
Cost
•Mass production.
•Low cost leader.
•Done right it can be very lucrative.
•Nothing to be ashamed of!
•More sustainable.
•It’s not about you.
Cost
Differentiation
•Hard to achieve.
•If you’re passionate about what you’re doing and it’s not a mere business.
•When achieved - super profitable and very enjoyable.
Differentiation
two weeks. $100k.
Differentiation
Picture by Bruno Girin (Flickr)
CostDifferentiation
Increase Price Expand
You have to pick one!
Expand
Marketing and innovation produce results; all the rest are costs.“
Marketing =
Creating demand for your service
Product
The four P’s - reduced.
Pricing Place Positioning
Marketing =
Creating demand for your service
Product
The four P’s - reduced.
Pricing Place Positioning
Don’t grow!For god’s sake.MEASURE EVERYTHING YOU DO!
Sales
Have a conscious and organized sales process
Innovation
Differentiation vs. CostExternal vs. Internal
Don’t grow!Enough about growing.Tell us how to sell.
Bad News
Your company is worth 20% of what you think
Bad News
Your company is worth 20% of what you think
Good News
You have the power to change that
The building blocks of agency valuation:
Brand and reputation
PeopleCustomer List Founders
IP Systems Exclusive ContractsRetainers
•An ad agency that wants to go digital.
•A competitor.
•A startup looking for talent.
•A customer that decides to integrate these skills.
Who will be interested?
24
Thanks!
Uzi Shmilovici Follow me on twitter @uzishoCEO
BIZCONF10
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FSFUTURE SIMPLE
Marketing and Sales Tracking
