Syftet med denna sida på SecondFirst.se är att ge kunder och andra intressenter en djupare inblick i konceptet SecondFirst och vart kommer ifrån samt hur vårt företag drivs med hjälp av relevanta marknadsföringsteorier. Notera att sidan är på engelska för att undvika osmidiga översättningar.
Vi börjar med ANALYSEN där PESTEL, Marketing Segmentation och Customer Proposition Acquisition Process diskuteras. Baserat på dessa formar vi vår STRATEGIN med Branding och Market Positioning. Slutligen går vi igenom AKTIVITETEN där Marketing Communication Mix, Digital and Social Media Marketing samt Marketing Communication beskriver hur vi försöker förbättra samhället i stort.
Customer Proposition Acquisition Process
The Customer Proposition Acquisition Process (Customer Journey) is something every company has to consider. In fact, we at SecondFirst have taken this into account when we created this website. In order to facilitate the best motive development and clearly highlight the problem, we summarized a client’s current digital marketing and compare it to the values we deliver immediately on the front page.
Thereafter, we make it easy for customers to get their information by providing clear images with links to further reading about our service, about us as a company, and about our prior customers. To assist in the proposition evaluation and selection, we show our price in comparison to other types of services our clients might consider and we dive deeper into our value proposition. Lastly, the acquisition phase is clear to identify as the last segment on our front page where we use a call to action button with a clear message on how easy it is to complete and what will happen afterward.
PESTEL is a commonly used model to assess the external environment and serves as a basis for our SWOT analysis and other tools. The Political Environment in Sweden is considered to be stable and startups, as well as companies, are thought to recover from the 2020/2021 pandemic to a relatively large extent. Our market is not affected by national policies in any meaningful way, thus, that the biggest threat when it comes to Political would be a new trend with less emphasis on companies in Sweden, which we deem to be highly unlikely. The biggest opportunity for us would instead be if post-pandemic policies would make it easier for companies to expand online, and we deem this to be relatively unlikely.
Sweden’s Economic Environment is also considered stable and fertile for startups and companies despite high taxes. Since SecondFirst does not at the time of writing engage in international business and is a small-scale service company without employees, we argue that the Economic part of this model is not a threat nor an opportunity. Tax rates, wage inflation, and exchange rates will not harm us, which could be considered a strength. One can draw parallels between the Political Environment’s threats and opportunities, where we would benefit from tax rates and policies having a greater emphasis on a growing business.
The Socio-Cultural Environment in the regions where we operate does have a positive effect on our company. Sweden, and especially Stockholm, is considered a highly beneficial place to start and grow a business and many people start early. We also have a positive attitude towards digitalization and the population likes Scandinavian Minimalism in design. SecondFirst in particular has a strength with this regard as John Örman currently studies at Stockholm School of Economics, which could be considered the entrepreneurial center of Sweden. However, after investigations, there seem to be more companies with decent websites in Stockholm already, whereas in our other region Kalmar, companies are slower to digitalize. We deem other population trends to have minor consequences on our business.
Possibly, SecondFirst’s biggest opportunity is regarding the Technological Environment. Since the pandemic has put greater significance on e-commerce and digital shopping experiences, there might be a reason to expect that our clients want to expand further in this area to gain comparative advantages. In other words, changes in the technological environment might be an opportunity for us. Otherwise, our business is quite slow when it comes to new innovations. However, we always try to create completely new designs and come up with creative ideas to implement in order to make use of our challenging competence strategy, which could be considered a strength.
The Ecological Environment is of course an important topic for all companies. A service creating websites might not be able to create the most impactful changes for the overall environment and the eco-movement does not affect us to a large extent. Furthermore, with our campaign regarding Sustainable Businesses (Hållbart Företagande), we try to impact similar parts of the business world into becoming more sustainable when it comes to employee health and the link between work and hobbies. One possible opportunity might be that further developments of environmental-friendly businesses and the importance of CSR will lead to these companies having an increasing need to communicate and advertise their sustainability performance through websites.
The SecondFirst team deemed the Legal Environment to interfere too much with points already covered in the Political and Economical Environment and will therefore be excluded from further analysis.
- Resistant against changes in the economical environment.
- Connected with a strong startup community.
- In correlation with the technological environment, we want to be innovative.
- No strong resources for R&D.
- Many local Stockholm companies already have websites.
- Increased governmental emphasis on thriving business.
- Increased emphasis on digitalization after the pandemic.
- Importance of environmental performance leading to an increased need for a website.
- Decreased governmental emphasis on thriving business.
- Increased importance of R&D regarding websites.
Rossiter & Percy Grid
The Rossiter & Percy Grid was analyzed and we noted that SecondFirst can clearly be described as a High Involvement purchase due to the nature of a website being quite a serious aspect of a business and involves a tailoring-phase where customers communicate their wishes. We also fall under the Informational part of the purchasing motivation since a website is functional and primarily purchased to deliver the core proposition and not thanks to the emotional benefits. This means that we need to convince our customers and they need to believe that we deliver the values we state. We also need to provide clients with enough information to be convinced, which is why we include three different pages on our website so they see our previous work, why we exist, and what we deliver. Furthermore, this page is additional information to convince clients that we know what we talk about when it comes to marketing strategies.
Marketing Segmentation (STP)
Marketing Segmentation with the STP model begins with grouping customers together based on certain attributes. We came up with the following: Startups, Stores, Service Companies, and Bloggers/other people with a hobby that might be interested in a website. We also noted that geographically, our service is very flexible but due to our strength where Kalmar still has companies without websites, we created subgroups to Stores and Service Companies in Kalmar VS Stockholm and other parts of Sweden. After a modified DAMP analysis, we concluded that Stores, Service Companies, and Startups respectively are the most beneficial segments to target and Bloggers are to be excluded from our focus currently. Our position on the market should be to help these segment groups fulfill the need for greater digital exposure and the possibility to increase or create an eCommerce branch of their business. Benefits with SecondFirst compared to our competition are our flexible and reasonable price, entrepreneurial spirit, young relevance, and personal touches in everything we do.
Using the simple structure for Value Propositions, we analyzed our target group, the problem, our values, and the feelings customers get. Our Target Groups have similar characteristics and would define themselves as hard-working and creative entrepreneurs and problem-solvers who know their customers well. The Problem we solve is rather simple – customers have “Buy a Website” on their to-do list and “Become more Digital” on their wish list. We try to focus on this as much as possible but we still acknowledge the actual need, which is digital marketing. This need is oftentimes very diffuse and abstract, so SecondFirst always focuses on the problem and solution. Sub-problems and solutions we have are for example an increased awareness digitally and increased revenues coming from digital sources, and this is used in the Motive Development stage.
Our Values can be separated into attributes, consequences, and actual values. One attribute is our eye for design, the consequence is beautiful websites and the true value is that customers feel at home when visiting the site and are more likely to either make the purchase or tell their friends about the unique design. Another attribute is us being a small company, with the consequence of a relatively low price for the same service and a value of the client saving money working with us. Our goal is to make all of this clear to a customer during the purchase, but in earlier stages, we focus on the true values of our service. Lastly, we listed Our Feelings we want to deliver to customers at the time of, during, and after the purchase. When customers solve their problems, we want them to feel productive, relevant, and excited. During the purchase, we want them to feel successful, confident, and like they have just made new friends. After the purchase, customers should feel safe in our post-completion offers such as smaller updates for free and the ease of contacting us again. Our brand should give them a feeling of success and that they are truly valued. It should be a true customer experience purchasing a website from SecondFirst!
Our product in detail can be described as our Core Proposition, Embodied Proposition, and Augmented Proposition. The Core Proposition, the simplest form of what we offer, is just a website with the functionality and hygiene factors you would expect at a professional level such as SSL and an eCommerce store that works. However, our Embodied Proposition, our additional motivators, are aspects such as our expertise and experience in marketing, our ability to create incremental service developments by changing the fundamentals to stand out from the competition as well as our ability to tailor the website completely after a customer’s needs. The Augmented Proposition, or our post-purchase benefits, are aspects such as a flexible payment layout or our free-of-charge updates of the websites.
Market Positioning overall is all about the target group (After our STP analysis), our category need, and our benefits. Our category is smaller companies that either want to update their existing website or simply create one from scratch, but want professional help. The reason why we do not operate in the category of bigger companies is that they do not value our low price as a point of a difference anymore and they are likely to choose a big web developer instead. Since we do not directly compete against bigger web developers and small-scale designers such as SecondFirst, customers are likely not to know about our competitors. In a way, we position ourselves at a low price but for an above-average quality.
Our price serves as a motivator and is used to leverage the small-scale nature of the SecondFirst Service. Since we are a team of three who do not necessarily need income from SecondFIrst to survive, and thanks to the fact that the expenses are relatively small and the price comes down to our hourly wage, we use the price as a point of difference. Customers get freedom regarding when we send the invoice and wheater it should be a one-time expense or a subscription service. This is our way of using the economy pricing strategy without sacrificing quality. We also clearly state on appropriate pages on our website and in mail our reference price, where the main competitors when evaluating our propositions are compared to our unique price on the market. The price however can also in some ways be seen as a penetration price, where we initially storm the market with a low price and then rise it as we are more established. However, this strategy oftentimes is used to leverage economies of scale and a highly competitive market, whereas SecondFirst would not benefit in such a market and instead, we would in the future increase our price in response to our brand succeeding in being perceived as luxurious in some ways, contradicting our pricing strategy if we would keep the prices low.
Keller's Brand Pyramid
The Brand Pyramid consists of six stages where customers become more and more invested in the brand. SecondFirst try to build Brand Salience in social media by making our content easy to distinguish in order to increase our exposure even when followers just scroll past our post. We also use other strategies such as a fun and unique approach to business where we introduce minigames on our website and secret features to amuse all visitors, which leads them further up in the pyramid. Brand Performance is also important in social media marketing and on our website where we always try to be classy and signal a feeling of success. We also make it clear on our website what other customers think about our brand and proudly present our portfolio. Brand Imagery is about our distinct “29BDEF” blue color, our globe, and minimalistic design. We also use market communication to make our Value Proposition clear and use other models such as the Customer Journey to make it easier for visitors on our website to take in our service.
Brand Judgement is all about people forming their own opinion about our brand, and this is a long-term process where we use Customer Satisfaction Forms with for example Net Promotor Score to constantly improve and Non-Customer Forms to detect weaknesses and try to adjust our service to more client’s needs. Furthermore, Brand Feelings is used once again to highlight our performance and our brand wishes to give a feeling of success, that anything is possible with hard work and that tailoring a website with SecondFirst is an experience more than a purchase. We also work on making the feelings and judgment accessible to other customers via interactive social media posts. The final stage in the pyramid is Brand Resonance where customers are loyal to our brand and share our brand name with their friends. This is where we lay the most focus when and before a purchase has been made, as we try to build a brand that focuses on the experience.
Marketing Communication Mix
Digital and Social Media Marketing