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    Small Businesses work

    Engagements and capability models in small businesses. Each entry sets out the situation we found, what we diagnosed, the system we built and how it was sequenced.

    Service
    Proof type

    3 entries

    Verified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Small Businesses

    Positioning an independent boxing gym against chains that had already framed the comparison

    A consulting engagement with an independent boxing and fitness gym, scoped to positioning and local demand only. No media was run and no site was built. The work was deciding what the gym was actually competing on — and handing the owner a prioritised list of local-visibility fixes to execute.

    PositioningLocal SEO    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Small Businesses

    A positioning document that ends in copy blocks, because a strategy an owner can't paste is a strategy that dies

    Most positioning work ends as a slide and leaves the owner to translate it into a profile description, a headline and something to say on the phone. That translation is where it dies. This document ends where the translation would have started.

    PositioningContentContent Systems    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Small Businesses

    Industry averages are the wrong planning input for a business running exactly one campaign

    The published benchmark tables span a range wider than any optimisation a small budget can buy. The model spends the first month buying a measured baseline rather than acting on a number that describes an average of thousands of accounts and none of them precisely.

    Paid SearchPaid SocialLanding Pages