About the company:
FERNFUTURES is a growth strategy and implementation business analytics company, focused on B2B markets based in the United Kingdom.
Our proprietary taxonomy enables us to strategically match supply and demand by classifying all actions undertaken by companies (demand side) and match them to relevant providers' capabilities (supply side), allowing them to secure their next client and empower their commercial teams.
As a fast-growing and innovative company working with international organisations, we help our clients expand and diversify into different industries, increase sales productivity and make-data driven commercial decisions.
About the project:
FERNFUTURES was looking to rapidly expand its client base by proactively approaching target companies, leveraging its resources and capabilities and deploying novel marketing approaches.
This project provided students with hands-on experience in helping a growing SME company maximise revenue growth with limited resources. It emphasised the importance of designing novel marketing strategies that directly impact revenue growth and profitability, in a cost-effective manner. It also provided students with the opportunity to immerse themselves into an entrepreneurial culture and mindset, guided by seasoned founders and experienced professionals.Students developed an innovative, integrated marketing plan for FERNFUTURES that extended beyond social media and leveraged its resources and capabilities.
Company objectives:
The main objectives of the project were:
- Design an innovate, integrated, multichannel marketing plan that goes beyond social media.
- Clearly specify the immediate actions FERNFUTURES should undertake as well as recommendations to win new clients and boost revenues.
- Provide an indication of which resources and capabilities FERNFUTURES should leverage to implement the plan including cost structure and expected demand, if feasible.
- Specify the sectors and company types FERFUTURES should target to maximise results.
- Provide a case study of a similar organisation implementing similar strategies and best practices in the approaches recommended.
Company Statement:
What do you think the students brought to the business? Were their ideas different from what you could have achieved if you have conducted this project in-house?
The students brought a fresh perspective to the way we position our business and capabilities. They helped us to simplify our value proposition to communicate more effectively with our clients.
The students also brought an unbiased perspective. Whilst our team is deeply knowledgeable and experienced, having an external view allowed us to challenge assumptions we may have overlooked. They helped simplify our value proposition, making it more accessible and resonant with our clients.
Their work stimulated our thinking to implement changes we had not previously considered.
How do you think the Business Projects have helped your business?
The business projects have contributed to our development by enabling us to tap into new talent and fresh ideas. They identified key areas for improvement, particularly in refining our marketing approach, but also uncovered potential new business lines that we hadn’t fully explored. By leveraging the students’ insights, we gained clarity on how to optimise our existing resources and capabilities to drive growth. The collaborative nature of the project also brought energy and new perspectives to our team.
How will you use the outcomes in your business going forward?
We are in the process of redesigning our go-to-marketing materials, such as our corporate presentation, brochure and website, and are incorporating several recommendations made by the students. For example, simplifiying the customer-centric messaging. Additionally, we have used several research-based arguments provided by the students in real-time client interactions, helping us to build stronger arguments for our methodological approach.The student's recommendations have not only influenced our marketing materials but are shaping strategic decisions about how we engage with clients.
