Internet consulting franchise: the marketing mix


nxo franchise facts

Sector:
Internet consulting franchise
Key info:
B2B, "UK’s first and only strategic marketing communications agency franchise", launched 2003
Franchise costs:
£15,000 + VAT. No further mandatory minimum investment other than working capital
Potential earnings:
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Philip Dyer, executive chairman of internet consultancy franchise nxo, on what the marketing mix encompasses...

"Marketing is a strange animal. If I had an opportunity to rebrand it I would. But marketing is often broader than most people consider it to be, which is [also inclusive of] advertising.

"So it covers what I like to try and focus on: the marketing mix. And that ranges from price – so understanding how you’re going to price your product in the market you’re in; the product itself – do you have one product or do you have a mixed portfolio of products to ensure you can sell to a broader market; [and] the ability to actually deliver that product to your customer, which is usually referred to as 'place'."

On the role of 'place' in your marketing mix...

"Positioning of your product as well, so are you a Marks and Spencer person or are you an Aldi person? So understand what you are and stay there. You don’t want to be pricing like and Aldi and positioning yourself like a Marks and Spencer – it won't work."

You’ve got to understand what you’re doing to understand who your market is, what they look like, how they feel, and mirror that to make sure you satisfy that requirement

On the role of people...

"You have to be trained and make sure that you actually understand your product and the benefit that it brings to your customer. And I focus on that word ‘benefit’ – don’t hide from the fact that there’s a benefit for the customer because most people, when they start out in business, they just think about the product itself. 

"And also, whether it’s a product or service, think about what it’s going to do for your customer."

On the role of promotion...

"I was speaking to someone recently who wants to move into the corporate world with a service and yet they dress completely inappropriately for a corporate environment. You’ve got to understand what you’re doing to understand who your market is, what they look like, how they feel, and mirror that to make sure you satisfy that requirement."

On planning...

"More importantly that anything else: make sure you plan. Most people think they are aware of the fact that they have a product or service and understand how to make it work, because that’s what they’ve been living and they’ve maybe got a passion for it, and then they set off with no plan in place."

"Just sit down, look at that marketing mix – price, place, product, promotion, physical evidence, people and process – and you will have a simple plan to hit your market."

 

About The Author

Paulyne Antoniou Head of Content
Paulyne as Head of Content has produced regular videos and editorial for many years with small businesses, franchises and industry professionals.