BrandBuild: Digital Marketing Agency Feasibility Report, Uni Name

The report analyzes BrandBuild, a digital marketing agency targeting startups and businesses needing marketing strategy revamps. It details the agency's services, including social media marketing, SEO/SEM, PR, traditional advertising, and content writing, offering a one-stop solution for branding needs. The report explores BrandBuild's business model using the business model canvas, identifying key partners, value propositions, customer relationships, and revenue streams. It assesses feasibility based on market growth, economic indicators, and advertising market trends. Critical success factors are examined, emphasizing client acquisition, retention, and the impact of marketing strategies on client success. The report concludes by highlighting the importance of branding and how BrandBuild aims to help organizations establish a strong brand presence.

Brandbuild:
Digital
marketing
agency

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Executive Summary
Entrepreneurship is an important aspect of every industry. The growth of industries and
economies largely depends on the innovation introduced by entrepreneurs. There are several
different start-ups that emerge in Australia annually. At present there are 2.24 million actively
trading businesses in Australia. Every industry is experiencing cut throat competition owing to
the presence of a large number of players. In such a scenario, organizations must put efforts
towards gaining a competitive advantage. In order to do so, marketing and branding of a business
plays a pivotal role in ensuring customer attraction as well as retention. BrandBuild offers a
complete solution to all branding needs of an organization. The business target new start-ups or
existing businesses that need to revamp their marketing strategy and take complete responsibility
of their marketing activities. This includes their presence across digital platforms, traditional
advertising channels and promotions as well as public relations. BrandBuild ensures that the
client’s brand has a positive positioning in the market and continues to innovate branding
strategies to attract customers across the globe.

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Table of Contents
Introduction......................................................................................................................................2
The problem.....................................................................................................................................2
Benefits............................................................................................................................................3
Feasibility........................................................................................................................................3
Business Model................................................................................................................................4
Critical success factors....................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6
Appendices......................................................................................................................................7
Business model canvas.................................................................................................................7

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Introduction
Organizations and businesses run for profit. However, irrespective of the revenue generated by
the firm in any financial year, a critical factor that depicts the level of success for any business is
the strength of its brand name. This report highlights a new business model Brandbuild using the
nine component business model canvas to determine its critical success factors and overall
feasibility as a business.
Brandbuild is an advertising agency that takes complete responsibility regarding the client’s
social media presence, public relations, search engine efficacy and positioning across digital
platforms. Effective branding continues to be a critical factor in determining a brand’s
positioning in the minds of its customers (Choi, 2017).
The problem
Entrepreneurship is the process of starting a new business and the people responsible for the
business are known as entrepreneurs (Kuratko, 2016). There has been an exponential rise in the
number of entrepreneurs throughout the country. Australian Bureau of Statistics states that there
were over 2.24 million business actively trading in Australia in the year 2017 (ABS, 2018). This
only goes to show that there is a high level of competition among new businesses that are
introduced in Australia year on year.
The crux of a successful business is a unique idea, efficient planning, effective execution,
customer retention, employee satisfaction and impeccable branding. The efficiency of a
business’s branding can go a long way in ensuring high sales and positive positioning. Within
every industry, there is cut throat competition and the rule of the jungle ensures survival of the
fittest. As far as a business’s fitness is concerned, the strength of their brand name and the
positioning that the brand holds in the minds of its stakeholders are critical success factors.
Australian economy is strong (13th largest in the world), their job market is solid and salaries
offered are high with the minimum wage of AUD 18.22 (Forbes, 2017). Therefore these aspects
of the business are already taken care of. Hence the marketing and branding of the business is the

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factor that can give the business the desired edge in order to survive and sustain the increasing
competition within the industry at large.
Benefits
Brandbuild servers the purpose of offering businesses with a one stop shop for all their branding
needs. There are several factors that are required in order to ensure that a business is able to build
a strong brand name for itself. This includes traditional marketing tools as well as digital
marketing. Digital marketing refers to the process of marketing a product or a service across
digital platforms and ensuring its high accessibility and availability through various search
engines. (Stephen, 2016). Social media also plays a critical role in reaching out to customers by
businesses today (Ashley & Tuten, 2017).
The value proposition canvas aims to provide an effective mapping of job done on the right to
the value that it aims to deliver on the left (Kyhnau, 2017). BrandBuild aims to accomplish
ensure effective branding and positioning of its clients by conducting five important activities.
Social media marketing, digital marketing (SEO & SEM), Events & PR, Traditional advertising
(Billboards, TV ads, and print ads) and content writing. The business would be skilled in taking
complete responsibility for handling social media pages for clients, introducing them to new
events and fests that would help the business’s positioning, optimizing their search through
various engines and ensuring adoption of efficient marketing strategies through all digital
platforms. This would allow businesses to focus on their core functions and rest assured that their
marketing department is being handled by experts. This would also reduce on their overall cost
of hiring employees for their marketing department.
Such a set up would enable businesses to ensure a positive brand positioning and an active
presence across digital marketing platforms. A large part of Brandbuild would also be to conduct
surveys and understand the current brand’s value, awareness and positioning and thereon
strategize a future course of action to improve upon the same. Frequent brand audits would also
keep the business aware regarding customer’s attitudes, behaviour and preferences towards the
brand.

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Feasibility
Feasibility towards any business is determined by four important factors. This includes human
feasibility, technological feasibility, market feasibility and financial feasibility (The Balance,
2017). The first pivot was the extensive rise in businesses throughout Australia. The number of
active businesses has gone up by 3.1% since 2015-2016 (Appendices: Figure 1). The second
pivot is the growth rate of the Australian economy making it suitable for the establishment of
new businesses. The growth witnessed by the economy continues to remain well above the
2.75% level (Appendices: Figure 2). Third pivot includes the growth in the advertising market
within Australia signifying the increasing importance of advertising among Australian
businesses. The digital advertising market $7.9 billion in CY 2017 (Appendices: Figure 2). The
business is largely feasible. Marketing of a business has come a long way and there has been a
noticeable shift from traditional forms of marketing to digital platforms. Even on the digital
platforms, there are new innovations introduced frequently which are changing the shape of the
advertising industry. Such rampant growth assures an optimistic future for BrandBuild.
Business Model
A business model canvas is attached at the end of the file to understand the business model of
BrandBuild. The target market for any business includes the set of customers whose needs the
business aims to fulfil (Schlegelmilch, 2016). The target market for BrandBuild would involve
new age start-ups who do not have a strong marketing department in place yet. Businesses who
have been in existence since long but need to revamp their marketing strategy would also be
targeted.
Two key partners would be leading the team. The departments would include specific teams for
handling digital marketing (SEO & SEM), PR & Events, Social media marketing and content
writing. The brand would be positioned in an effective manner wherein services would be priced
relatively lower to the competitors. Such a strategy is known as price penetration strategy (Khan,
2014). The lower price would help in penetrating an already competitive market and help the
business in gaining customers.

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The value proposition for customers would be a one stop shop for all their digital marketing
needs. The idea is take complete responsibility of all their marketing needs to the extent that they
do not have to hire employees or maintain an in-house team for the same. Customer relationships
would be maintained at a key level to ensure year or year customer retention. Customer retention
can be ensured by delivering excellence through service and maintaining profitable relationships
through effective customer management (Choudhury & Harrigan, 2014).
Lastly the revenue structure would include quarterly, six monthly or annual fees received from
clients. The fees would be different for different clients depending upon the newness of the
business, size of the business and responsibilities shared by the business.
Critical success factors
Critical factors are those elements which define the level of success of failure of a business
(Cochrane, 2014). CSF for BrandBuild that would ensure business success would primarily
include number of clients associated with the business after the first six months, one year and
every year post that. Consistent feedback would be taken from clients and a balanced score card
would be maintained in order to understand the effectiveness of the business. Balanced score
card is an efficient performance management tool that will help businesses analyse the
performance of employees in terms of the execution of activities within their control (Hoque,
2014).
The revenue generated per client would also help in understanding profitable clients as well as
not profitable clients. The critical success factor would be to retain profitable clients and make
non profitable clients profitable. Client renewal rate refers to the number of clients that renew
services and remain associated with the business. Client renewal rates would be essential to
understand if the clients are happy with the business activities or not (Han & Hyun, 2015).
Effective customer relationship management is the key to high level of customer retention
(Tripathi, 2014). A dedicated customer relationship manager would be recruited who would be
the one point contact for all clients with the business. This CRM will help the top management is
identifying and understanding the problems faced by clients with the business. Lastly, the
success of the client businesses associated with the firm will also help in understanding the true
impact of the marketing strategies adopted by the business to ensure awareness and efficient

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positioning. In order to make sure that success of the business based on these factors, BrandBuild
would focus on effective recruitments, upgrading technology on a regular basis and striving to
accomplish long term relationships with clients.
Conclusion
BrandBuild will be an advertising and marketing agency that would help startups and other
businesses in ensuring high customer traction by devising and implementing effective strategies
to market their products and services. The idea is not just to increase sales but enable
organizations to build a strong brand which people recognize, like and associate with. Branding
continues to be an essential aspect of any business and BrandBuild would help organizations in
ensuring the effectiveness and strength of their brand.

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References
ABS, (2018), ‘Business counts up 3.1% in the year to June 2017’, Available at
http://www.abs.gov.au/ausstats/abs@.nsf/mediareleasesbytitle/950EC94DB899312ECA2
573B00017B8F4, retrieved on 5 September, 2018.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of
branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Choi, S. C. (2017). Defensive strategy against a private label: Building brand premium for retailer
cooperation. Journal of Retailing and Consumer Services, 34, 335-339.
Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: the integration of new technologies into
customer relationship management. Journal of Strategic Marketing, 22(2), 149-176.
Cochrane, T. D. (2014). Critical success factors for transforming pedagogy with mobile W eb 2.0. British
Journal of Educational Technology, 45(1), 65-82.
Forbes, (2017), ‘The rising success of startups down under’, Available at
https://www.forbes.com/sites/groupthink/2017/08/10/the-rising-success-of-startups-
down-under-inside-australias-entrepreneurial-ecosystem/#454e9e991cda, retrieved on 5
September, 2018.
Han, H., & Hyun, S. S. (2015). Customer retention in the medical tourism industry: Impact of quality,
satisfaction, trust, and price reasonableness. Tourism Management, 46, 20-29.
Hoque, Z. (2014). 20 years of studies on the balanced scorecard: trends, accomplishments, gaps and
opportunities for future research. The British accounting review, 46(1), 33-59.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of info Hoque, Z. (2014). 20 years of studies on the balanced
scorecard: trends, accomplishments, gaps and opportunities for future research. The British
accounting review, 46(1), 33-59. rmation, business and management, 6(2), 95.
Kuratko, D. F. (2016). Entrepreneurship: Theory, process, and practice. Cengage Learning. India.
Kyhnau, J. G. (2017). Value Proposition Canvas. In Marketingmodeller (pp. 74-79). Samfundslitteratur.
United Kingdom.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy(pp. 63-82). Springer, Cham.

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Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current
Opinion in Psychology, 10, 17-21.
The Balance, 2017, ‘Feasibility study’, https://www.thebalance.com/what-is-a-feasibility-study-
3514853, viewed on 5th September, 2018.
Tripathi, M. N. (2014). Customer Satisfaction and Engagement-Customer Retention strategies for brand
manager. Vilakshan: The XIMB Journal of Management, 11(1).

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Appendices
Business model canvas
Key Partners Key activities Value
Proposition
Customer
relations
Customer
segments
Two key
partners who
will be founders
-Sales and
marketing for
customer
attraction.
-Events for
CRM
-research to
identify new
customer
markets
-Finance and
accounts
-HRM
activities for
employee
management
-solving the
digital
marketing
problems of
startups
-ensuring
brand
awareness and
brand
positioning of
new firms.
-Social media
-Client
meetings
-CRM team
-Startups that
have been in
business for less
than two years
-Businesses that
have been
inactive but are
now looking to
revamp.
Key
Resources
Human
Resources
Financial
resources
Network of
clients across
the globe
Channels
-Events
-Email
marketing
-Social media
Marketing
-Client
meetings

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Cost Structure Revenue Structure
-Sales expenses
-Event expenses
-Employee salaries
-Office – Land and building
- Membership fees received from the clients.
Figure 1:
Source 1: Australian Bureau of Statistics

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Figure 2:
Figure 3:

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Source 2: IAB Australia