Bringing clarity and strategic growth
to an evolving software company.
Established in 2002, ClickBid is the originator of electronic bidding services for silent auctions. As technology advanced, ClickBid’s services progressed from bidding software delivered via desktop computers and kiosks to fully mobile, cloud-based bidding services delivered via smartphones. Although the hardware and software changed dramatically, the value ClickBid delivered to customers remained the same: an automated, streamlined auction experience that increased individual event profits by 30-40%.
After 16 years in business, ClickBid had reached a new level of maturity. Founder, Matt Burnell, was no longer able to personally manage each area of the business in an effective manner.
“We were great at building our product but had no one really building the business intelligently.”
As the company grew, Matt added staff and new features and services to the offering however, further company growth was impeded by the lack of a comprehensive business strategy. Matt needed guidance in developing both internal and external strategies that would position him for future success.
As Matt recalls, “We were great at building our product but had no one really building the business intelligently.”
Kendra Consulting worked closely with Matt and the ClickBid team to develop a comprehensive business growth strategy through careful analysis, research, and a series of planning exercises.
INTERNAL BUSINESS ANALYSIS
The work started with an internal business analysis of ClickBid’s complete product and service offering in addition to their product development process and team structure. Kendra Consulting also evaluated ClickBid’s sales process, marketing initiatives, customer base, business partnerships, and financials related to pricing and profit margins to obtain a holistic view of the company. Following this internal audit, it was determined that a profit margin analysis for each of ClickBid’s distribution channels, as well as a potential price increase analysis, should be performed.
Next, a market analysis was conducted to gain insights into ClickBid’s customers, competitors, and the mobile bidding industry in general. Kendra Consulting spoke with customers and distribution partners to assess attitudes and purchasing behaviors associated with mobile bidding solutions. This phase of market research also included an investigation into the level of satisfaction customers and distribution partners had with Clickbid’s services.
VISION, MISSION, AND STRATEGY DEVELOPMENT
Together, Kendra Consulting and the ClickBid team studied the results of the internal analysis and market research, explored options for growth, and identified specific strategies for achieving such growth. A new vision statement establishing the long-term, aspirational view of the business, as well as a new mission statement to guide day-to-day decision making were also developed. By encouraging participation in the process from a wide variety of ClickBid team members, Kendra Consulting was able to ensure all areas of the business were carefully considered for potential growth options and foster a sense of ownership for the strategy.
“We’re still in business. Kendra Consulting made that much of a difference.”
The team delivered ClickBid’s comprehensive business growth strategy – essentially, a roadmap for moving the business from where it was currently to where the team wanted it to be in the future.
This thorough new strategy for growth included a refreshed brand identity that differentiated ClickBid from its competitors and resonated with its customers; a compelling messaging platform that connected with customer’s needs; product and service offering updates; a new pricing structure; and guides for distribution channel management, sales operations, and marketing tactics.
Soon after the ClickBid team began implementing the growth strategy, a major customer chose to move away from working with them. While the change had a significant impact on business, the new pricing structure and efforts to reach new customers helped ClickBid weather the storm and bounce back stronger than ever.
When asked what life feels like today at ClickBid with implementation of the strategic plan well underway, Matt Burnell says, “We’re still in business. Kendra Consulting made that much of a difference.”
“[Paula Kendra] doesn’t make the process complicated. I didn’t work on the business because I didn’t know how to. Instead of presenting me with complicated theory, processes, etc. she helped us find real-world and easy to understand solutions that we could execute.”
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