Diamond Made Scope
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Diamond Made is a turnkey construction company specializing in the hospitality industry. They have secure contracts with notable brands and a track record of on-time, on-budget projects. While they have strengths in hospitality expertise and a full-service model, their weaknesses include a lack of brand recognition, industry awards, and presence in other industries. Their strategic platform is to provide "Holistic Satisfaction" and they will target new businesses, franchise opportunities, and large hospitality brands through various online and offline marketing channels tailored to each audience.
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Diamond Made Scope
- 1. DIAMOND MADE Project Scope - Sept, 2014
- 2. WHAT WE KNOW we are turnkey we have secure contracts with notable brands solid track record - on time, to budget we can build nationally we can build anything we have the knowledge to assist businesses make educated decisions we are highly specialised in the hospitality industry we have a number of key franchise contracts in place
- 3. OUR COMPETITION TU PROJECTS MEN IN BUILDING JBM INTERFIT INNOVA KRUEGER SHOPFIT
- 4. BROAD RANGE WORK AT A STATE LEVEL BROAD RANGE WORK AT A NATIONAL LEVEL SMALL RANGE WORK AT A STATE LEVEL SMALL RANGE WORK AT A NATIONAL LEVEL BROAD RANGE SPECIALISED RANGE STATE LEVEL NATIONAL LEVEL DIAMOND MADE Shop fit Australia
- 5. WEAK BRAND INDUSTRY RECOGNISED, AWARDED STRONG RECOGNISABLE AWARDED BRAND WEAK BRAND NOT AWARDED LOW INDUSTRY RECOGNITION STRONG RECOGNISABLE BRAND NOT AWARDED AWARDED NOT AWARDED NOT MEMORABLE BRAND MEMORABLE BRAND Shop fit Australia DIAMOND MADE
- 6. FEW SERVICE OFFERINGS, EARLY POINT OF ENGAGEMENT TURN KEY SERVICE, EARLY POINT OF ENGAGEMENT FEW SERVICE OFFERINGS FINAL STAGES BROAD RANGE SERVICE LATE POINT OF ENGAGEMENT EARLY POINT OF ENGAGEMENT BASIC RANGE LATE POINT OF ENGAGEMENT Shop fit Australia DIAMOND MADE
- 7. SWOT ANALYSIS - DIAMOND MADE STRENGTHS Specialised - hospitality - expert advisory team Service offering - open builders licence WEAKNESSES Less presence in diverse industries New company, virtually unknown Not awarded Low industry recognition OPPORTUNITIES New - can be seen as contemporary + present Reach - national Can manage new business projects from inception to completion New franchise projects eg - P3, Rockin Brews Launch with strong, bold brand and communicate effectively with strong T. O.V - own the space THREATS Competitors are awarded Competitors have prominent brand clients Highly established competitors with recognised brand franchises already completed and relationships in place
- 8. DIAMOND MADE - TARGET Client perception of target audience is very broad : LARGE SCALE HOSPITALITY PROJECTS $1-$2M BUDGETS
- 9. we must be contextual and 姻艶鉛艶厩温稼岳
- 11. DEFINED TARGET AUDIENCE 1. NEW BUSINESS NOVICE Never been in business before looking for assistance from concept inception no premises no funding no idea how to begin the process impressionable excited
- 12. NEWBIE google searches location concept inspiration needs finance fear of unknown trust referral research competitors tendency to copy influence inexperienced ambitious excited dream business plan / tips unfounded knowledge watches reality home improvement shows impressionable reads business reviews indecisive unsure what company to use visits key competitorsanalyses competitors thinks can beat competitors vulnerable needs to network green/starting out
- 13. DEFINED TARGET AUDIENCE 2. FRANCHISE OPPORTUNITIES New franchises looking for no fuss solution with the ability to expand with franchisee ambitions nationally potentially have relationships in place, multiple location openings requiring further partnerships
- 14. franchise opportunities location respected established may need finance trusted relationships sales oriented research competitors influential experienced ambitious high business acumen big goals business plan / tipsreads business reviews decisive will have partnerships in place visits key competitorsanalyses competitors savvy re competitors taking it to the next level multiple locations focused on big picture discerning requires strong infrastructure national/global scouting potential franchisees values strong organisation a step ahead finger on the pulse connected
- 15. DEFINED TARGET AUDIENCE 3. BIG FISH Hoteliers and Hotel chains Established, big name restaurateurs and hospitality icons eg Justin Nord, Justin Hemmes, James Packer
- 16. BIG FISH respected highly established research competitors key person of influence experienced ambitious high business acumen big goals established relationships in place reads business reviews decisive will have partnerships in place global knowledge strong brand always working on next big thing discerning strong business foundation national/global values strong organisation a step ahead finger on the pulse highly connected competitors in check heavily staffed - hard to reach decision makers high level of organic pr secure and confident driven and highly focused globally connectedopen to new opportunities not easily impressed opportunistic self starter best of everything high flyer
- 17. DIAMOND MADE STRATEGIC PLATFORM HOLISTIC SATISFACTION
- 18. HOW DO WE TAKE THIS TO MARKET?
- 19. BROADLY SPEAKING quick wins strong, bold branding strong website co branded signage/hoarding uniforms vehicle signage stationary - leave behind paid media pr announcement of recent wins/contracts
- 20. GOING DEEPER - TARGETED pr - targeting key industry publications + business publications with relevant content create a destination beyond website for monthly business tips and advice (ie monthly top ten) social strategy - create constant chatter must be present where the industry present must create a presence where consumers present we need to win awards - have presence at awards create an online business tool/app for people to use and interact with the brand
- 21. TARGET AUDIENCE 1 - NEWBIES financial institutions/websites linkedin business review publications/financial publications inflight magazines home improvement and inspiration publications google facebook twitter instagram pinterest home improvement shows business related tv shows competitors businesses
- 22. TARGET AUDIENCE 2 - FRANCHISE OWNERS financial institutions/websites linkedin business review publications/financial publications mainstream publications business networks inflight magazines word of mouth google twitter
- 23. TARGET AUDIENCE 3 - BIG FISH financial institutions/websites linkedin business review publications/financial publications mainstream publications business networks inflight magazines word of mouth google twitter MOST IMPORTANTLY - DIRECT WITH A STRONG MESSAGE AND BUSINESS PROPOSITION, LEVERAGING KEY PEOPLE OF INFLUENCE ALREADY PARTNERING WITH DIAMOND MADE
- 24. thank you