We’re focused on tapping into the 10-20% marketing contingency budget that most organisations put aside for marketing opportunities as they arise.
We have some general cashflow modelling of expenses and break-even points, but the true test of the business model will be in the months after we go live with the second stage launch.
We offer the only available platform for media owners to sell their advertising space in a pre-defined introductory package to a database of new advertisers, with a focus on traditional media options.
We offer the ability to limit deals sold to one per-person or company, ensuring the deals are used only for evaluation purposes and do not devalue the media owners’ services in any way.
For advertisers, we offer a unique opportunity to trial the effectiveness of new advertising media at a significantly reduced financial cost.
If they find the deal they purchase is effective for them, the chances of them dealing with the media owner again in future are very high.
The deal-a-day market has definitely revolutionised the way consumers purchase products and services. What we’ve found is that a lot of deals on products or services are repeated frequently.
Consumers are very savvy and will generally hold off a purchase if they think it is going to be available significantly cheaper at some point in the near future.
This can have the obvious effect of devaluing the product or service in the market, and is a big risk to product or service providers.
The professionals we deal with on a day-to-day basis are well aware of this, and understandably express the same concerns for their own offerings.
Overcoming this stigma around the generic deal-a-day model, and helping media owners to understand that this risk does not apply with an AdviDeal, has been our biggest challenge.
In overcoming this, we recognised we needed to redraft a lot of our marketing material to address these concerns in the first instance. Otherwise, media owners would dismiss the concept without understanding what we offer.
We now go out of our way to clarify that AdviDeals is an introductory platform, enabling advertisers to sample the media owners’ offering only to the extent the media owners allow.
This can mean limiting an advertiser to one deal only – enough to allow the trial of the medium to assess effectiveness for their business, and even not allowing repeat purchases in future should the deal be made available again.
For us, the biggest risk is not becoming the “established platform”.
We are focused on being number one in this category, which will help protect us from new entrants, enable us to implement our loyalty programs while introducing other stepped-developments for the business.
We aim to achieve this by having the best deals, the best online service, the biggest database and the strongest brand.
In everything that you do, there is always room for improvement but overall our team is happy with where we are at.
