MindArc Growth Model

MindArc Strategy & Solutions

Author: Stuart Freer | Sean Pieres

20th July 2023

The Growth Model

The Growth Model is a systematic process for guiding the client through a self assessment of their current capability maturity.

We use a purposefully designed process that enables a collaborative approach between MindArc, the client stakeholders.

The growth model covers 5 areas of capability and 5 stages of growth.

Capability Areas

Stage of Growth

For example, if a client it as Stage 2 - Adopting for Customer Acquisition, then the narrative to describe this would be:

"You are testing and investing in paid advertising, but a clear digital marketing strategy is unclear.You are carrying out some level of SEO improvement, including apps, with some investment into search terms and keywords.Your product sales tactics are basic with some product / service bundles in place, but largely are fixed by nature and often hard coded.Email Segmentation is either missing or basic. If basic, then typically it includes demographic or geographic segmentation.There are limited strategies are in place to support site speed and efforts are mainly focussed on image optimisation ( compression )."

If the clients strategy is to elevate customer acquisition, then the actions to move to Stage 3 - Evolving would be:

  1. 1.Omni-Channel Strategy
  2. 2.Customer Segmentation And Data Strategy
  3. 3.Customer Data (CDP) Strategy To Enable Enhanced Customer Insights.
  4. 4.Market Scan (RFP).
  5. 5.Email Content Personalisation Enablement
  6. 6.Site Performance Enablement

Each of these activities would then need to be reviewed and strategies to ensure appropriateness for the business eg Omni-channel strategy would not be an immediate focus for an online-only business if the focus is physical, but may of course be something to consider if stores or collection points are in the future. However, this is not to rule out the expansion of digital channels across Social Commerce, Affiliates, Partners, Market Places etc.

Growth Model Process

Our growth model process follows the 4 stages outlined below in which we collaboratively assess and agree on the most appropriate and effective next steps for your business.

We do this in collaboration with you and your key business stakeholders. The recommendation for the stakeholders is to have a 360 view of people by hierarchy and business domain.

eg: The COO and the ops executive, the IT leader and integration associate, the marketeer, and the eCommerce leader.

It is important to gain all perceptions from Strategy leaders to Strategy executors, to ensure we align on the outcome.

Our process for assessing growth


Imagine that we performed a lite review of the Customer Acquisition capability and the results are shown for this capability below:

The results of our "lite session"

The observed stage observed was primarily aligned to Stage 1-Initial for Customer Acquisition.

The reflective statement for this is:

"Digital investment is mainly focussed on current channels such as existing email subscribers, social media and physical signage in store. Some levels of SEO ( Search Engine optimisation) are present, such as simple key work tagging and association. Main ecommerce growth is coming via incremental AOV (Average Order value) from organic / incumbent buyers. The team is primarily single channel focussed eg the main source of of investment is email. They deem the site speed to be acceptable, but little or no focus on optimisation of site performance is is occurring."

Whilst this was a 'lite' version of our model and reflects the best answer, we only carried out a superficial analysis and some areas of this may have a slightly higher maturity in the growth stages. The model is designed to handle this.

Alignment

One of the key elements to the model is the alignment stage ( stage 2 of the process). At this stage, we then playback "what we heard" to the group, with specific reference back to the growth stage narrative. This allows the group to align at a common understanding.

Our job is to ensure that all "voices are heard" and that any misunderstanding is not carried forward.

We will also show the Prime Areas that the capability is intersecting the growth stage ( RED) , but also, where there are also significant view points that differ (GREEN).

Our sole purpose is to gain consensus across the stakeholder group.

(Example shown across all capabilities)

The assessment of Customer Acquisition  capability resulted in an INITIAL maturity level, with the following next steps. 

From the "lite" exercise that we performed at our officer the recommended next steps would be as follows:

  1. 1.Digital Marketing Discovery
  2. 2.High Level Customer Segment Analysis And Creation
  3. 3.SEO Audit
  4. 4.CX / UX Review
  5. 5.EDM Strategy Review
  6. 6.EDM Segmentation Strategy
  7. 7.EDM Segment Set-Up And Training
  8. 8.CRO / Site Performance Review

Prioritisation

Once we have carried out the exercise and aligned on the growth stage, we will then carry out a prioritisation exercise to help you to better understand the initiatives with the highest business / customer value.

How else can you use this framework

The growth model has been purposely designed to enable a business to assess its capability and prioritise its future investments and roadmaps, whilst identifying the learning needs of its team members.

A number of specific initiatives and outcomes, have strong links to future learning and development needs for your team members. As part of this, we will present any learning needs that we have identified.

For example, these may be:

  1. 1.Digital Marketing Training ( all business areas)
  2. 2.Shopify Training
  3. 3.Loyalty Management
  4. 4.Technology Training
  5. 5.Market Trends

MindArc Strategy & Solutions has deep retail and technology experience, we can enable access to market trends and what other clients are doing. Whilst client specific information is confidential, we can bring our bring examples from the market as to approaches for initiatives such as: Click & Collect, Endless Aisle, Same Day Delivery, Loyalty Programs and Customer Data enablement,.

Client Time Investment

Whilst we known your time is incredibly precious and we do aim to use it as efficiently as possible, it is critical that the time with the stakeholders selected for the workshop is a focussed effort.

To make this transparent, we have put together a time and stakeholder map in preparation for the workshop.

This slide outlines the typical time investment required by the client and MindArc 

 Expected Outputs

As part of the consulting engagement, we will produce a series of documents / artefacts to support your future strategy. The engagement:

  1. 1.Maturity Summary - articulation of your current maturity against the module or modules taken, aligned with the workshop attendees.
  2. 2.Prioritised list of next steps - areas and item of focus to build into a comprehensive roadmap and strategy, including potential options for learning and development.

Meet the Team

Stuart has over 20 years of retail leadership experience, with 13 in the UK and 7 in Australia, whilst leading the technology teams for Wal-Mart Clothing, Tesco and Dixons in the UK.

Whilst living in Australia, Stuart has been the GM of Digital for Coles Online, flybuys, Coles Liquor, Coles Express, Marketing and Data, launching the new Coles Online in 2015 and Liquor eCommerce sites in 2016.

More recently Stuart was the Chief Digital Officer for Mecca Brands, where he delivered the digital, data and cloud strategy for Mecca, enabling business scaling by 50% in 3 years and innovations such as AWS personalize, forecast and the Mecca App.




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