7. SOURCE: 2014 BDC/Nielsen Small Business Week survey
wait longer to initiate contact
with vendors than they did
two years ago because they
are doing more research
themselves (SAP)
32
OVER
OF BUYERS
16. 16 | #returnonstory
ELEVATOR PITCH
DRAFT A POWERFUL OPENING STATEMENT
I’m Kayley Brooks, Business Consultant with the BDC. I’m a
sales and marketing expert that helps Canadian entrepreneurs
grow their businesses. My clients hire me because I have a
proven track record of helping companies increase revenue
after following my sales and marketing methodology.
18. UNDERSTAND
YOUR CUSTOMERS
Pain pointsDigital footprintDemographic
information
> Age
> Gender
> Education level
> Income level
> Occupation
> Family size
> Household income
> Geographic area
> Social media
engagement
> Online purchasing
> Time spent online
for personal use
> Preferred platforms
> Mobile engagement
> Needs
> Challenges
> Frustrations
Key messages
Speak to your customers effectively
19. JOHN CHO
Age
45
Occupation
Procurement officer at
engineering firm
Paint points
Finding quality reliable
vendors, no time, wants to
get promoted
Digital footprint
Heavy email, Google
search, LinkedIn
Key message
We will make you look good
20. JANE SINGH
Age
29
Occupation
Legal intern
Pain points
Looking for a new gym,
cash strapped, status, busy
Digital footprint
Heavy social, foodie apps,
Candy Crush, selfie tribe
Key message
We love fitness and want to
share our lifestyle
23. 23 | #returnonstorySOURCE: 2014 BDC/Nielsen Small Business Week survey
of the country’s most
successful businesses
had hired
a sales &
marketing
expert on at least
a part-time basis.
32
54%
66%
All others
Top
performers
Proportion of firms that had hired, on at least a part time
basis, in-house expertise in marketing
Canada’s most successful businesses were
significantly more likely to have hired a
marketing expert
26. 1. WHAT’S YOUR WHY
KEY TAKE AWAYS
2. DOCUMENT YOUR STORY (BRAND MANUAL)
3. UNDERSTAND YOUR CUSTOMERS (RESEARCH)
4. MAP YOUR CUSTOMER JOURNEY (STRATEGY)
5. TELL YOUR STORY AND MEASURE THE RETURN
27. Follow us
bdc.ca | 1-888-INFO-BDC
BDC
BDC_News
QUESTIONS?
Kayley Brooks
Business Consultant
BDC.ca/blogB