Name of competitors (3-5) / type / how they are a competitor

Screenshots of Google map entries of top competitors

•Background

•Product range

•Target market

•Pricing strategy

•Marketing strategy

•Distribution Strategy

•USP - unique selling point - what makes them better or stand out more from the competition.

https://websiteseochecker.com

https://pagespeed.web.dev/

https://app.wincher.com

•How is your product/service completely unique?

•Why would a customer buy from you and not your competition?

•When will the customer be better off buying from someone else?

https://www.socialinsider.io/

https://adstransparency.google.com/

https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=GB&is_targeted_country=false&media_type=all

https://library.tiktok.com/ads?region=GB&start_time=1664578800000&end_time=1721304769890&adv_name=&adv_biz_ids=&query_type=&sort_type=last_shown_date,desc

•System and processes

•Skills/people

•Suppliers (kinds of suppliers)

•Intermediaries

•Competitors (done previously)

•Publics

•Customers (kinds of customers)

Using the 9 evaluation methods, compare three potential suppliers - local / national. Add any screenshots of the stands they are offering / styles / anything else you find useful in your research.

Cost evaluation, quality of service, social media presence, experience and expertise, scalability, technology, financial stability, cultural fit, reviews.

•Understand what a marketing plan is

•Understand the Ansoff’s Matrix and it’s purpose

•Understand the different types of marketing plans

•Be able to conduct a thorough marketing plan using SOSTAC

•Identify different types of competitors and be able to conduct a comprehensive competitor analysis using a variety of tools

•Be able to conduct an environment scan using multiple tools

•Understand budget-setting methods

•Understand different market research methods

•Understand how to create marketing briefs

•Evaluate potential marketing suppliers

•Economic

•Societal forces

•Technology

•Legal

•Environment

Objective & Task

Competitive Parity

Zero Based Budgeting

Incremental Budgeting

https://www.perplexity.ai/

https://chatgpt.com/

Objectives - does your strategy help achieve the mission and vision?

Positioning - How do you want to be perceived in the minds of your target customers?

Processes - Automation? Training?

Partnership - what kind of partners?

Sequence - AIDA? (awareness, interest, desire, action)? RACE? (reach, act, convert, engage)

customer aquisition? retention?

Experience - what customer experience you promising?

Engagement - how are you assessing engagement?

Data - how are you monitoring data?

The Law Society - promote and support solicitors and the rule of law and justice in England and Wales

The Payment Systems Regulator - make sure payment systems serve everybody efficiently

The Association of British Insurers - A trade association made up of insurance companies in the UK

Competitors

• Honey bears nursery

• Kids planet

• Busy bees

• Well established nursery that’s part of chain in the area.

• Parents in the local area looking for childcare suited to them.

• £££

• Online- website, offline- word of mouth.

• No distribution.

• Offering the best childcare in the area.

Busy bees childcare

• 390 nursery’s in the uk and Ireland

• Family’s, parents in need of teacher led childcare.

• £££

• Online and offline

• No distribution

• Giving your children the best start in life

Kids planet

• Another chain of nursery’s in the uk

• Parents and family’s

• £££

• Online- website, offline- brochures and word of mouth.

• No distribution

• Working together to inspire your world.

Instagram- https://www.instagram.com/nurseryhoneybear?igsh=cmU5NThpY3F5NzVh

Facebook- https://www.facebook.com/share/1XTF7qeUWf/?mibextid=wwXIfr

Followers- 100/150

They post every few weeks/days.

Content- children playing, advertising, reviews.

Instagram- https://www.instagram.com/kidsplanetcheadleroyal?igsh=NmhndnMyNHcwZWNm

177 followers

Post every few days

There main content is children playing, daily activities, advertising.

They post ads through there instagram.

Instagram- https://www.instagram.com/busybees_nurseries?igsh=MTVtYWZyYWpsZGp6eA==

21k followers

They post everyday

All types of content

• advertising

• Children

• Daily activities

• Useful information

• Websites links to apply/enquire

domain strength - 73

Speed test - passed

Reviews from other sites

4.6⭐️of 808 trust pilot reviews

We are very open and communicative with our clients. Many clients speak to us via WhatsApp which is great for those who want a very open and casual dialogue with us and our team.

Our team is also very skilled and experienced with the Director Ellie having years of experience in Business Growth and Advisory work which our clients get as an added bonus with us.

How is your product/service unique?

We are a full service agency. Rather than only offering select services like other agencies that specialise, we offer it all.

Why would a customer buy from you and not your competition?

As we are full service and can meet all their marketing needs

When will the customer be better off buying from someone else?

If the price isn't cost-effective for them or they are unhappy with the results we provide for them.

• Our yarn is made from sustainable, high-quality British wool fibres

• We offer quick delivery

• To find a wider range of different yarns we don’t offer

Our events and training offer unique opportunities to network and gain valuable insights from industry leaders that would be hard to access elsewhere.  

•How is your product/service completely unique? 

Our events in particular offer opportunities to join industry peers and leaders to build relationships and work together to improve the financial landscape. 

•Why would a customer buy from you and not your competition? 

We offer events and training that are for niche sectors within the finance industry. 

•When will the customer be better off buying from someone else? 

 If they want lower pricing

• government funding

• flexible hours

• safe and secure space for your children

How is the service completely unique and Why would a customer choose our service instead of a competitor?

• one to one care

• Creates a safe and nurturing environment

• Home away from home

• Free play for the children

• Catered routines and needs to each child

• Meets the needs of every individual child

• Teaching first milestones to prepare for next steps

  
  

  when will the customer be better off going elsewhere?

• If their wants and needs are not met.

  
  

• Office: Shoreditch Exchange

• Equipment: Cameras, mics, gimble, lighting, Macs, monitors

System and processes

• Office: ID tap to get in

• CRM: TBC in a week or so

• Monday.com: Tasks and project management

• WeTransfer/Google Drive: File storage

• Breathe: HR

Skills and people

• Felix skilled in creative and design.

• Ellie skilled in business, performance and strategy.

• Paul skilled in editing and content creation

• Dima skilled in account management and optimising.

system and processes: Dynamics MRM, ID card, Click up (organisation and task tracker), one drive

skills/people: different departments that focus on different financial sectors eg payments and innovation, economic crime, personal banking, press and strategic policy alongside the content team of 14 people who each focus on different aspects: design, video, marketing, website, social media etc..

System + Processes - inventory management systems, order processing software, external website management team, accounting and finance systems

Skills + People - admin team, marketing team, warehouse team, packaging and labelling team, design team, sales

• Two offices based in Houston and Dewsbury.

• Two warehouses based in Houston and Dewsbury.

• Each office worker is assigned with two monitors and a pc.

• Maarketing and sales have work phones provided.

• Warehouse contains all tools and equipment needed to create our products eg. engraving machine

Systems and Processes

• CRM system acessed only by sales and marketing.

• Pin code for access to building keeping workers safe.

• Uniform - steel toe cap boots as office staff have to walk through warehouse to reach office.

Skills/ people

• 9 members of staff in Dewsbury 7 in Houston.

• Dewsbury office consists of Business administration manager, business admin and marketing apprentice.

• Dewsbury warehouse consists of welder, pick and packer x 2 and warehouse manger.

System- 7:30- 6 opening hours, regular development assignments. Ofsted checks, school pickups, safeguarding updates.

Skills/ people- first aid trained, early years milestones/ curriculum trained.

• Monday.com

• Microsoft Teams

• Zoom

• Google Workspace

• Apple - supply our Macs?

• Breathe supply HR services?

Intermediaries:

• As an agency we don't have any, invoices come directly to us - if a system is used for this or we have accountants etc, I'm unaware of who they are

Publics

• Our clients care about the performance of the company

Customers:

• Homeware

• Excavator Parts

• Skincare

• Magazine

• Hotels

• Tools shipped in from Taiwan

• Impact sockets UK

• UK callibrations

Intermediaries-

• Victory Marine

• Ibrahim Al Shab

• Fortune Oilfield

Publics-

• Government agencies

• IADC confrences

• Petroleum Act 1998

Customers-

• Drilling Contactors

• Resellers

• Self employed

EG: Food and drink supplied to the facilities team who then serve it to CEO meetings/lunches

Teams

Microsoft/Windows

Intermediaries: Bookings are done directly with UK Finance.

Publics:

Government agencies particularly HM Treasury - so any decisions the gov make that impact the financial sector will impact us

News outlets- EG The Financial Times

Customers: Members in our industry eg Lloyds, Paypal, Aviva etc..

Intermediaries - wholesaler yarn shops, agents

Publics - animal welfare groups and regulations, influencer’s opinions on our wool

Customers - loyal and returning customers, new customers, customers with different yarn preferences, customers who care about sustainability

https://www.costco.co.uk

https://www.smythstoys.com/uk/en-gb

https://www.ikea.com/gb/en/cat/toys-play-18734/

Publics

• government funding, vouchers

Customers

• local families

• Parents struggling for childcare

• Parents needing after school pick up from the local primary school

• Parents that need flexible hours

• Families that work long hours

• Government policies

• Trade tarrifs

Economic-

• inflation rates

• exchange rates

Social-

Technological-

Legal-

• HSE laws

• GDPR

Environmental-

• weather restrictions

  
  

• Follow GDPR and ASA due to gov policies on privacy and advertising standards

• Digital services taxes on online advertising (e.g. Digital Services Tax in the UK).

• Changes in corporate tax laws affect agency profitability.

Economic

• Clients' perceptions on the affordability of our services can be impacted by the economic environment of the country.

Social

• Campaigns tailored towards specific audiences and interests which can be impacted by the social environment of the time.

Technological

• As an agency, we have to keep up with all the new advancements in AI and content creation so that we can always meet client needs.

Environmental

• Have to consider ethical marketing strategies and choose carefully the clients we represent as to their attitudes around sustainability

Economic - if EU shipping rates increase, this would impact WoolyKnit as we export some our yarn to Spain for dying and then import it back to the UK for selling

Social - trends in knitting could increase the demand for yarn, for example Tom Daley’s interest in knitting has recently increased the demand for yarn

Technological - improvements in technology could affect jobs e.g. AI could reduce the need for certain aspects in marketing

Environmental - if concerns for sustainability increases, it could have a positive impact on WoolyKnit, as customers could favour us over competitors as our wool is 100% biodegradable

Legal - customer protection laws in terms of data could impact WoolyKnit as having transparent policies could help build trust with customers

Economic- prices increasing, government funded hours.

Social- local school expanding/ new schools being built , parents in need of childcare increased rapidly.

Technology- email advertising, website launch

Legal- health and safety, ofsted assessment, safeguarding regulations, first aid trained.

GDPR

ASA

Tech: Staying ahead with AI but ensuring we use it safely to protect our members.

Environmental:

We have a sustainability team within strat pol. Ensures were informed and up to date.

Legal:

Health and safety

Employment act

• Provide open and casual communication with our clients, flexible fees and costs and a strong working relationship

• Full service so clients do not have to venture elsewhere to meet their needs, can streamline their problems with one agency.

Weaknesses

• No CRM system in place

• Small team

• Don't have all business procedures in place as a small, start-up company

Opportunities

• AI - makes our work much more efficient and we can produce results for clients much easier utilising AI. We can also improve workflow efficiencies internally using AI and automation.

• Ever-growing social media: Such an opportunity to scale businesses

Threats

• AI - taking over many of the roles/services we provide for clients

• Changes in governmental, legal and economic environments

• Keeping accidents within the workplace to a minimal figure.

• Providing high quality products and customer satisfaction.

• Keeping prices as reaonably low as possible.

• Account manager arranging visits with customers on quarterly basis

Weaknesses-

• Contact with customer- most contact is through email and very formal.

• Keeping social media handles updated.

• News sector on website very outdated.

Oppurtunities-

• More rigs being purchased by our customers.

• Few competitors with products similar to ours.

  Threats-

• Advanced technolgies meaning workers arent needed on rigs to perform dsngerous tasks.

• Changes in Government legislation for shipping of our products etc.

  
  

• Specialised, niche products

• Sustainability

• Loyal customers

• Affordable prices

• Great customer service

• Quick delivery

• Worldwide delivery

Weaknesses

• Not as recognisable as competitors (Hobbycraft + Rowan)

• Small team

• Lots of competitors

• Can be hard to keep up with changing trends

Opportunities

• Growing trends in knitting

• Crochet demand has increased recently

• Lots of potential influencers to collaborate with

• Sustainability trends increasing

Threats

• Heavily rely on suppliers - delays can be significant

• Animal welfare regulations

• Economic challenges could result in lower sales - yarn is a want not a necessity purchase

• Represents the financial and banking sector and supports its members 

• We represent our members exceptionally well as we are a centre of trust and expertise. Our reputation is high and established and we are recognised as working for the good of our members and wider society. 

• Our office is located in the centre of the financial district (Bank). 

• Our employees are all highly skilled professionals within the industry and thus have strong networks and connects with regulators, mps and our members! 

Weakness 

• AI is blocked at UK Finance but the content team recognise its use and are trying to get it unblocked 

• Perhaps we tend to stick to marketing campaigns that we know work as have been used for years so we risk limiting ourselves creatively?  

Opportunities 

• With the new government, changes and legislations are constantly being made so always new opportunities to support our members. EG: Prime Minister announcing today to cutting costs of regulation – UK Finance have been at the forefront of regulatory reform to support growth, and it shows that they are listening to us as a result of our advocacy work.  

Threats   

•  Gov changes that could upset our members and they may not feel advocated for enough?

weaknesses- small number of staff, small business so we don’t have the recourses other bigger businesses may have. We don’t have as much recognition as others because we are a smaller business so rely on word of mouth.

Opportunities- government funding increasing, more families are in need of childcare. We offer certain services other childcare providers would not.

Threats- More people starting to work from home so will not need childcare.

Number of staff= restrictions to how many children you are allowed to look after.

Objectives: Wider company: Be the best trade association in Europe. Content team: Continue to evolve and grow our social media channels - LinkedIn to 65k by end of 2025. Develop a video strategy and increase our use of video as a team.

Positioning: Wider company: The leading voice for the UK's finance and banking industry. We want to be perceived as trustworthy, supportive, professional, innovative and as advocates. Content team: Engaging content and ensure our interactions with members on socials and marketing campaigns is efficient and professional.

Processes: Training

Partnership: We work often with government bodies and regulators (FCA, HM Treasury, Bank of England). Perhaps when working with these partners, using it as an opportunity to post on socials/youtube etc... doing campaigns with them to boost following.

Sequences: I would likely advise the RACE framework. (Plan) Reach > Act > Convert > Engage.

Experience: Ensure our members and the general public feel supported and advocated for. For members: offering resources, research and network forums. For consumers/public: Enhance societal experience by influencing better financial practices. And making this all easily accessible for all - ensuring emails, websites and socials are all informative, easy to digest and consistent. Implementing the use of video content here as it is more engaging than text and images.

Engagement: increasing linked in following by perhaps doing paid ads and improving the use of hashtags and other tools to improve reach.

Data: Using LinkedIn data to see what posts do well and help improve our following vs what falls short. Perhaps using sites like Hootsuite to track data further.

Objectives - Gain a signifcant amount of new customers by creating social media and ads to be more engaging.

• Keeping loyal customers by providing excellent customer service

Positioning - To be the best Tooling industry within the DROPS sector.

Processes - CRM system acessed by only sales and marketing.

• Pin code for access to building

• Uniform

Partnership - We are partnered with different drilling contractors globally to prevent DROPS when Working at Height.

Sequence - My company doesnt use a model however I would choose to use the AIDA model.

Experience - Excellent customer service with top quality products for affordable prices.

Engagement - Most of my companys engagement is achieved through Linked In, we have a large following where all our customers are continually updated on the company.

Data - We use Salesforce to monitor data following GDPR guidance. Here we can analyse how many sales have been made on a motnhly to weekly basis and by which companys.

Objectives - create new ranges that target specific audiences at affordable prices

Positioning - We want the customers to be excited by the new product launches and to discover that we are a sustainable brand, as well as being affordable

Processes - create specific campaigns and automations to target specific audiences so it feels personal

Partnership - partner with knitting influencers who can help promote our brand through word of mouth

Sequence - I would use the RACE framework to encourage customers to purchase from us once they have discovered our brand

Experience - introduce a loyalty scheme to keep new and existing customers returning and build consumer trust

Engage - analyse engagement through social media platform engagement in relation to sales and create a community on social media

Data - monitor the website analytics and email subscribers to evaluate what is and isn’t working

Objectives- Increase brand awareness within the local community. Enhance reputation as a leading childcare provider by having many online positive reviews. Achieve full capacity for all sessions.

Positioning-professional and trusted childcare provider offering a stimulating and safe environment for children to learn and grow.

Processes- training regularly expanding knowledge on early years education, first aid ect. Implement an online system for booking.

Sequence- interest, engaging blog content, free taster sessions. Retention, regular parent updates. Decision, personalised tours/clear enrolment steps. Creating awareness, social media posts, word of mouth recommendations.

Experience- safe, home-like environment with personalised care, focusing on emotional and social development. Meet the needs of every child. Transparent with parents, face to face updates.

Engagement- parent feed back, social media interactions.

Data- Tracking enrolment number, attending to waitlist demands. Monitoring customer satisfaction through surveys, reviews.

Factors influencing - Revenue Stability, Growth Goals, Industry Norms

Industry example - Retail, Consumer Goods, Automotive, Technology

Industry size - Medium/ large

Objective + Task - refers to a business or organisational goal that needs to be achieved through specific tasks or actions

Factors influencing - Business Strategy and Goals, Market Conditions, Time Constraints, Available Resources

Industry example - Technology, Manufacturing, Healthcare

Industry size - Growth dependent

Competitive Parity - refers to a situation where a business allocates its resources (such as marketing budget, product features, or pricing) to match or equal the investments or actions of its competitors, rather than exceeding or falling behind them

Factors influencing - Industry Maturity, Market Conditions, Cost Constraints

Industry example - Retail, Automotive, Financial Services

Industry size - Medium/ large

Zero-based Budgeting - a budgeting method where every expense must be justified for each new period, starting from a "zero base"

Factors influencing - Cost Control and Efficiency, Resource Allocation, Organisational Change

Industry example - Government and Public Sector, Retail, Manufacturing

Industry size - Medium/ Large

Incremental Budgeting - a method where the previous year's budget is used as a base, and adjustments are made by adding or subtracting a certain percentage or amount to reflect changes in the current period

Factors influencing - Stability in Operations, Historical Data Availability, Time Constraints

Industry example - Healthcare, Education, Retail, Manufacturing

Industry size - Large corporation

Definition:
The percentage of sales budget method involves allocating a set percentage of a company’s revenue or sales to specific expenses. The percentage is typically based on historical data or industry standards.

Factors Influencing Choice:

• Sales Volume: Businesses with more stable or predictable sales may use this method to allocate funds consistently.

• Historical Data: Past sales performance can guide the decision on how much to allocate to certain expenses.

• Industry Standards: Certain industries may have established benchmarks for expenses as a percentage of sales.

• Simplicity: This method is straightforward and easy to implement, especially for businesses with stable sales and expenses.

Typical Industries and Typical Size of Company:

• Industries: Retail, Manufacturing, and Consumer Goods, where expenses are closely linked to sales volume.

• Size of Company: Common in small to medium-sized companies. It can also be used by large companies for specific categories of expenses, like marketing or commissions.

Percentage of Sales Objective:

• Typically, companies will set a target percentage of sales for marketing, production, or other expenses based on previous years’ performance.

2. Objective and Task Budget

Definition:
The objective and task budget method involves setting specific objectives for a business or department and then estimating the costs required to achieve those objectives. It is often used in situations where strategic goals are prioritized.

Factors Influencing Choice:

• Strategic Goals: Businesses focused on achieving specific outcomes or growth objectives (e.g., increasing market share or launching new products).

• Resource Allocation: The business decides on the most critical goals and allocates resources (funds) based on priority.

• Flexibility: It provides flexibility as resources are allocated based on the achievement of set objectives rather than sales projections.

• Long-term Planning: Suitable for businesses with long-term goals and plans, where tasks are tied to achieving those goals.

Typical Industries and Typical Size of Company:

• Industries: Technology, Startups, Research and Development, Consulting, and any business requiring innovation or project-specific funding.

• Size of Company: Typically used by medium to large-sized businesses with clear strategic objectives or those that require project-based planning.

Objective and Task Budget Objective:

• Setting budgets based on specific, measurable goals, such as increasing revenue by 10% or expanding into a new market.

3. Competitive Party Budget

Definition:
The competitive party (or competitive parity) budget method allocates a budget based on the spending patterns of competitors. The company sets its budget to match or slightly exceed the spending of competitors, ensuring it remains competitive.

Factors Influencing Choice:

• Industry Competition: This method is often used in highly competitive industries where maintaining a market share is crucial.

• Market Position: Businesses may choose to match competitor spending to retain their position in the market.

• Market Trends: If competitors increase their spending on advertising or marketing, businesses may follow suit to maintain visibility and relevance.

• Simplicity: It is a relatively straightforward method but might not always align with the company's own needs or objectives.

Typical Industries and Typical Size of Company:

• Industries: Consumer Goods, Retail, Automotive, Technology, Telecommunications—industries where advertising and competitive positioning are important.

• Size of Company: Primarily used by medium to large-sized companies that have significant competitors and need to maintain parity in spending.

Competitive Party Budget Objective:

• To match or slightly exceed the competitive spending levels to ensure the company stays competitive in the marketplace.

4. Zero-Based Budget

Definition:
Zero-based budgeting (ZBB) is a method where each department’s budget starts from zero, and all expenses must be justified and approved for each new period. This approach involves evaluating every expense to determine its necessity.

Factors Influencing Choice:

• Cost Efficiency: Suitable for companies focusing on cost control and ensuring that every expense is justified.

• Financial Scrutiny: This method is often used when there is a need for careful evaluation of expenses, especially in periods of financial strain or restructuring.

• Prioritization: Encourages businesses to prioritize spending based on actual needs and goals rather than historical trends.

• Time and Effort: Can be time-consuming and resource-intensive to implement as each expense has to be justified.

Typical Industries and Typical Size of Company:

• Industries: Government, Non-Profits, Large Enterprises, and industries undergoing significant changes or financial review.

• Size of Company: Common in large organizations or government institutions with multiple departments. Small companies can use it if they are highly cost-conscious.

Zero-Based Budget Objective:

• To reduce unnecessary expenses and allocate resources effectively, starting with a clean slate each year.

5. Incremental Budget

Definition:
An incremental budget is based on the previous period’s budget, with adjustments (typically increases or decreases) made for the upcoming period. It assumes that the baseline structure remains the same, and adjustments are made for changes in needs, inflation, or new projects.

Factors Influencing Choice:

• Stability: Suitable for businesses with stable operations and limited changes in their financial needs.

• Simplicity: It is a relatively simple and less time-consuming method as it builds on previous budgets.

• Predictability: Ideal for businesses that experience little change in their cost structures, allowing for minor adjustments each year.

• Lack of Major Innovation: This method is often used in companies not undergoing major changes or strategic shifts.

Typical Industries and Typical Size of Company:

• Industries: Manufacturing, Utilities, Education, Healthcare, and other industries where operations are stable and there is not much fluctuation in revenue.

• Size of Company: Common in both small and large organizations that have consistent operational requirements and a need for minor adjustments annually.

Incremental Budget Objective:

• To continue the existing operations and make small adjustments based on the needs of the business, often linked to inflation or growth.

Definition:
Objective and Task budgeting is a method where the budget is created based on the specific objectives a company wants to achieve. The cost of meeting these objectives is then estimated and allocated as the budget.

Factors Influencing Choice:

• Clear business goals

• Detailed analysis of tasks required to achieve objectives

• Focus on outcomes rather than historical costs

• The complexity of the objectives to be achieved

• Availability of data for assessing the required budget

Typical Industries:

• Marketing (advertising campaigns)

• Product Development (new product launch)

• R&D (research and development initiatives)

• Large Corporations and SMEs in tech, pharmaceuticals, consumer goods

Typical Size of Company % of Sales:

• Typically higher in large companies, around 5%-10% of sales, but can vary widely based on the specific objectives and industry.

Objective:

• Achieve predefined, quantifiable goals, often related to marketing, new product development, or expansion.

Task:

• Break down the budget by specific tasks required to meet the goal and allocate funds to each task.

Primary Data:

• Primary data is original and collected directly from first-hand sources through methods like surveys, interviews, experiments, and observations. It is often tailored to the specific needs of the researcher or organization.

Secondary Data:

• Secondary data refers to data that has already been collected by someone else for a different purpose. Researchers analyze secondary data to answer new research questions or build on existing knowledge. Examples include government reports, academic studies, or data from market research agencies.

Sources of Primary Data:

1. Surveys/Questionnaires: Data collected from a set of questions answered by respondents.

2. Interviews: Data gathered from direct conversations with individuals (structured, semi-structured, or unstructured).

3. Experiments: Data from controlled tests or studies in a laboratory or real-world setting.

4. Observations: Data obtained by watching subjects or phenomena and recording their behavior or occurrences.

5. Focus Groups: Data from group discussions involving a small group of people.

6. Case Studies: Data gathered from a detailed analysis of a specific individual, group, or event.

Difference Between Qualitative and Quantitative Data:

Qualitative Data:

• Descriptive and non-numerical data. It often includes categories or themes, and it provides insights into concepts, opinions, or experiences.

• Examples: Opinions, colors, types of behavior, or descriptions of experiences.

Quantitative Data:

• Numerical data that can be measured and analyzed statistically. It is used to quantify variables and often involves counting or measuring things.

• Examples: Age, weight, income, temperature, or number of items sold.

Types of Primary Qualitative and Quantitative Data:

1. Primary Qualitative Data:

   • Text Data: Transcriptions of interviews or open-ended survey responses.

   • Audio/Visual Data: Recordings of focus group discussions or video observations.

   • Behavioral Data: Descriptions of actions, such as how people interact with products or services.

2. Primary Quantitative Data:

   • Numerical Data: Measurements like height, weight, or sales figures.

   • Count Data: Frequency of occurrences, such as the number of products sold or number of customers served.

   • Statistical Data: Data like averages, percentages, or correlations derived from experiments or surveys.

Sources of Secondary Data:

1. Government Reports/Statistics: Official records and data published by government agencies (e.g., census data, economic reports).

2. Research Papers: Published articles or academic studies containing previously collected data.

3. Company Reports: Annual reports, financial reports, and market research reports produced by companies.

4. Public Databases: Data repositories like the World Bank, UN databases, or national statistics agencies.

5. Books: Published materials containing research and data analysis relevant to a particular field.

6. News Articles: Published stories, interviews, and features containing collected data or facts.

7. Industry Reports: Data collected by industry-specific research organizations or consultancies.

8. Social Media: Aggregated data from social media platforms, such as user interactions, comments, and engagement metrics.

Primary Data - this is information collected directly from first-hand sources for a specific research purpose. It is gathered by the researcher or organization that intends to use it, often through methods such as surveys, interviews, observations, focus groups, and experiments.

Secondary Data - This refers to information that has been collected by someone other than the primary user, often for a different purpose. It is commonly used in research and data analysis to save time and resources, as it can provide large, high-quality datasets that would be difficult or impractical for an individual researcher to collect on their own.

Sources of Primary Data -

• Surveys ad questionnaires

• Interviews

• Observations

• Experiments

• Focus Groups

• Field Research

• Diaries and personal Documents

• Photographs

• Original Artwork

Qualitative Data - This is descriptive information that captures observable qualities and characteristics not quantifiable by numbers. It focuses on concepts, experiences, perceptions, and behaviors, providing insights into the "why" or "how" behind certain situations.

Quantitative Data - This is information that can be counted, measured, or expressed in numerical values. It is structured data that answers questions like "How many?", "How often?", or "How much?

Types of Primary Quantitative Data -

Primary quantitative data refers to numerical information collected firsthand by researchers.

• Cross-sectional Surveys

• Observational Studies

• Experimental Studies

• Psychometric tests

• Descriptive statistics

Types of Primary Qualitative Data -

Primary qualitative data refers to information collected firsthand by researchers for a specific purpose, typically in the form of non-numerical data that describes qualities or characteristics.

• Interviews

• Focus Groups

• Observation

• Open-Ended Surveys and Questionnaires

• Case studies

• Field Sketches and Photographs

• Narrative Research

Sources of Secondary Data -

• Government departments and agencies

• Public sector organisations and industry associations

• Educational institutions

• Private companies and market research providers

• Online sources

• Print media

• Geospatial Data

• Human Resources

• Digital Data

• Marketing Data

What could we improve to make our site more engaging for you?

How satisfied are you with our customer service skills?

How did you hear/ find our website?

What is your perception of our company and why?

Do you think the website design and layout is user friendly? Strongly agree, agree, neutral, disagree, strongly disagree.

How likely is it that you would revisit the website again? Very likely, likely, neutral, unlikely, very unlikely,

How would you rate the speed and performance of the website? Excellent, good, neutral, poor, very poor.

How satisfied overall are you with the experience? Very satisfied, satisfied, neutral, unhappy, very unhappy.

Are you happy with the selection of products on our website and the descriptions provided?

How long approximately did you spend on our website?

Did you have any issues with our website while browsing or checking out?

Is there anything we are missing that you have found useful from other websites?

• Be able to market our niche products

• To differentiate why our company stands out from others

• Have a full understanding of the Oil and Gas industry

• Undesrtand Stopdrops clientele and target audience.

• Understand the dangers of dropped tools when Working at Height and why this is a big issue for companys.

Comprehensive background info -

• Stopdrop Tooling provides hand tools which have been designed to prevent dropping when “Working At Height”.

• These tools are commonly called tools at height, tools aloft or tethered tools.

• The tooling is designed and modified to enable user freedom and maintain product functionality but continue to safely control the tool.

• Dropped objects are one of the major sources of incidents in heavy industries and construction. In the drilling industry it is estimated that one in ten dropped object incidents are caused by falling hand tools.

• Stopdrop Tooling works closely with its global customer base including drilling contractors, rope access specialists and scaffolding companies to get the tooling and modifications industry specific.

• By properly securing the hand tools to a fixed point or person with a lanyard and using locking techniques for individual tool parts, dropped objects incidents can be prevented.

Project scope and deliverables -

• Aim to achieve 10k followers by the end of the year on Tiktok

• Engaging fun vidoes but also teaching people how to be safe when working at height.

• Informative slide decks on each tools performance and how to safely use it.

Timeline -

• To have reached 10k followers within a year

• For Tiktok engagement to increase by atleast 20% quarterly

• To have gained atleast 20 new customers within 6 months of starting.

Budget Constraints -

• To hire a commision based agency where money is recieved from results

• Include bonuses for agnecy if the account exceeds the expectations each quarter.

Communication expectations -

• To work closely alongside Director of business to allow videos to approved.

• Frequent calls with marketing and sales assistance to recieve feedback to improve before posting a finalised video.

Legal and compliance issues -

• Follow community guidlance

• Make sure to comply with copyright guidance.

• Follow HSE requirements for Working at Height

Feedback and reporting requirements -

• Contact marketing or sales and pitch idea forward to be passed on to Director this will then be approved or feedback will be recieved.

Overview of WoolyKnit

Industry: E-commerce specialising in natural fibre, British wool yarns

Target Audience: Knitting enthusiasts, hobbyists, and knitting and crochet communities globally

Brand Positioning: We are known for offering a wide range of premium yarns and knitting supplies with a strong focus on quality, sustainability, and customer satisfaction at affordable prices

Competitors: Rowan, Wool Warehouse, Wool and the gang, Hobbycraft

Values: Affordable prices available to everyone with sustainable practices

Scope:

Content Creation: Develop a mix of organic TikTok videos (15-60 seconds) showcasing Woolyknit products, knitting tutorials, customer showcases, behind-the-scenes content, and relevant trends

Influencer Collaboration: Collaborate with relevant knitting influencers to feature Woolyknit’s products in tutorials, challenges, or project showcases

Deliverables:

Content Calendar: A monthly content plan with a variety of TikTok video types (tutorials, customer projects, challenges, product spotlights) and planned posting dates

Monthly Performance Report: Provide detailed performance insights (engagement rates, traffic, conversions, growth metrics) with actionable recommendations for improvement

Timeline + Deadline:

Project Start Date: 01/06/25

Campaign Launch Date: 01/07/25

Campaign Duration: 3 months

Monthly Check-Ins: Regular updates every month on performance metrics and strategy adjustments

Final Campaign Report: To be delivered by 01/09/25 summarising the results, engagement, and ROI from the TikTok campaign

Budget:

Total Campaign Budget: £20,000 for 3 months

Influencer Collaborations: £10,000 for influencer fees and associated costs (commission basis)

Communications:

Primary Contact: Managing Director/ Brand Manager

Bi-weekly email updates

Regular meetings (via Zoom): to discuss progress, review content, and analyse performance

Legal:

Copyright and Licensing: Ensure all content (videos, music, and graphics) complies with copyright laws

Brand Guidelines: Ensure all TikTok content follows brand guidelines

Influencer Agreements: Clear contracts are in place for influencers outlining guidelines

Data Protection: Adhere to GDPR and other data privacy regulations when collecting, using, or processing customer data from TikTok interactions

Reporting:

KPIs and Metrics:

Engagement Rate: Likes, comments, shares, and saves

Website Traffic: Click-through rate from TikTok to the website

Conversions: Sales or sign-ups resulting from TikTok-driven traffic

Follower Growth: Increase in TikTok followers and community size

Hashtag Performance: Track engagement and content performance under the branded hashtag

Monthly Performance Reports:

A summary of what worked well: challenges faced, and suggestions for optimisation

Insights: how to improve in future campaigns

-Content Strategy &

Creative Direction

• Types of content to be created:

• Educational

• Entertaining (trends, challenges, memes)

• Behind-the-scenes

• Testimonials or user-generated content

• Tone & style guidelines:

• Playful, professional, casual, humorous, etc.

• Brand voice consistency

• Content length & format:

• 15-30 second short-form

• 60-second deep dives

Deliverables &

Posting Schedule

• Number of videos per week (e.g., 3-5 per week)

• Posting schedule (specific days/times or flexible?)

• Filming vs. editing - Will the agency create content from scratch, or will you provide footage?

• Turnaround times -

• How long does approval take

Approval & Workflow

Process

•Who approves the content before posting?

(Internal team, marketing lead, etc.)How will revisions be handled? (Feedback through email, Trello, Google Drive, etc.)

• How will final content be shared?

• How will revisions be handled? (Feedback email, Google Drive, etc.)

• How will final content be shared?

Performance

Tracking & Reporting

• How will success be measured?

• Engagement rate

• Follower growth

• Video reach

• Reporting frequency:

• Weeklv

• Monthlv

• Adiustments based on performance:

• Will the agency optimise content based on analytics?

Objectives - does your strategy help achieve the mission and vision?

A strong marketing strategy helps us achieve our mission and vision by aligning every campaign with clear, measurable goals. It ensures our PPC, SEO, and content efforts deliver real results while showcasing our creativity and innovation. By focusing on data, performance, and our clients' needs, we drive growth and position Kinsman & Co as a trusted leader in the industry.

Positioning - How do you want to be perceived in the minds of your target customers?

Kinsman & Co would like to be perceived as marketing leaders and experts in the industry

Processes - Automation? Training?

Our tasks and client projects are in an automated task tracker called monday.com. We also have automated reports that show campaign performance for each client.

Partnership - what kind of partners?

We have a partnership with a digital recruitment agency called Blu Digitsl, which focuses on Marketing leaders and senior roles. This helps us as an agency as Senior Marketing people view us as industry experts and may take us on in their teams to fill a gap for them. It also helps us to get interesting guests for our podcast Digital Cheesecake.

Sequence - AIDA? (awareness, interest, desire, action)? RACE? (reach, act, convert, engage)?

Our clients are on a retainer and many stay with us for years. We don’t use a framework at the moment but I would advise the AIDA framework.

Experience - what customer experience are you promising?

We promise an agency experience fully integrated into your team and reachable at all times. We work very closely with our clients and communicate via multiple channels to ensure the client feels important and able to reach out. We also promise expertise in all areas of marketing.

Engagement - how are you assessing engagement?
Use reports like Lookerstudio and the internal GA, Meta reports to analyse performance

Data - how are you monitoring data?

We monitor data via the same reports and client data is kept in locked, password protected files.