The Customer Architecture Company

What is FYI and why are we so different?

‘If you lined up 90% of the marketing agencies out there right now and removed all the branding they would be indistinguishable from each other’

Simply, we created FYI to help you grow. We believe that marketing is fundamentally broken, what is needed is customer architecture. We are not marketers but designers in customer experience with sustainable marketing..

We do this through the creation of your bespoke ecosystem, testing the ecology whilst keeping a close eye on the economic growth of your business.

Our FYI 100 services help design, build and test growth, working to the needs of your business. We design to reach your target markets for your product, service or idea.

Ecosystem Design is not just an art, but a science. A science in process, data, behaviour and understanding.

Building an economy through marketing

Desig

n of

your

Eco

syst

em in

100

day

s

Testing the ecology of the ecosystem for 100 days

Refining the ecosystem for Economic Growth 100 days

Sustainability & Growth Potential

The ecosystem

The design of your Ecosystem in 100 days

We base ecosystems around cities.

Cities are fantastically thought out designs that encompass multiple levels of design methodology. Designs are a science in human behaviours and different interactions.

Accommodating residents, tourists, students, businesses, families and individuals, Cities cater for multiple elements from modes of transport, attractions, culture, events, learning, shopping and so much more.

We believe that marketing and sales within a business has the same ambition as a city design. Interaction with residents and tourists, Travel systems, governance.

You can learn from the design of a city and how to use it’s blueprint to design your own ecosystem.

What is an ecosystem?

Your company

Cultural Centre – How the customer can understand you and the business - your story, history etc

Educational – How do your customers learn about you?

Social Centres – Where your customers hold conversations?

Gateways / Ports – How do customers find you and enter your ecosystem?

Commercial Centre – How do you promote your purpose and values?

Examples of what is in an ecosystem

Ecosystem design With the Customer Architect Model

Ecosystems are based around the core of FYI, Customer Experience.

5 individual elements all dedicated to the customer decision journey, but combined it is a powerful tool we call the Customer Architect Model.

Triangles are stable and reliable, widely known as the best shape to build from.

PURPOSE

PEOPLE

PERCEPTION

PROPOSITION

PLANNING

P U R PO S EIt's not what you do but why you do it

Purpose

YOUR WHY, HOW, WHAT & STORY

Knowing your ‘why’ is an important first step in figuring out how to achieve the goals that excite you and create a successful product, service or company. (versus merely surviving!).

Only when you know your ‘Why’ will you find the courage to take the steps needed to get ahead, and start on the best trajectory in helping your customer base understand the purpose of your product, service or company.

Passion is contagious, enthusiasm is palpable, The key to harnessing that passion is by developing a clear Why statement through the power of story. Your Why is your purpose, not your product or service, it’s the reason why you do what you do.

Developing your Why can be harder than you think. Sometimes you can be to close to your purpose and you have to revisit the reasons why you started on your journey.

Golden Circles

Why:

How:

What:

Story Canvas

ACT I – THE MENTOR

ACT II - CHALLENGES

ACT III – THE EXTRAORDINARY WORLD

ACT I - THE ORDINARY WORLD ACT II - THE VILLAINSACT I - CALL TO ADVENTURE

ACT I into ACT II - CROSSING THE THRESHOLD

ACT II - ALLIES AND GIFTS

ACT III - HERO(S)

Who are your customer groups?

Young, Old?

Large employer? SME? Micro?

What is this market place like?What are your customers like?What is seen as ordinary?

What has changed for the hero in the ordinary world in working with you i.e. using your product or service?

Who are your villains? Large corporates? Machines? (It can be literally anything that your customer uses that could impact on them using you, your product or service.

How did you come to realise you needed to be different in the marketplace?What made you think, I am going to do this?

You are the mentor, your prospective customer is your hero.

What do you offer them? Return on Investment? Empowerment etc?

What have you introduced? What is your brand, product or service?

In stories, things come in threes, so what challenges does your market face?

e.g. Understanding the value, useage rates, multiple purchases?

What are the tools you use? Who are your allies?

Originally Inspired by the Long Run Works Story Canvas

P E O P L EWho and where are they?

DEFINING SEGMENTS IN YOUR BUSINESSES ECOSYSTEM...WHO ARE THEY? WHERE ARE THEY?

Knowing who your customer is and where they are digitally is more important than ever. What they like to discuss, what platforms your customer groups use, who their connections are; these are the types of questions we ask in this second phase of the ecosystem blueprint.

We define your target markets, hone down who they are, understand their likes, their dislikes, their day to day activities. We find out who you want to reside in your ecosystem, who is likely to be a tourist or just a passer by.

People

Life Goal:

Experience:

Name:

Job title:

Day to day jobs to be done:

Work Attitude:

Lifestyle:

Environment:

Age: Key Attributes:

Their needs:

People

Give them a pseudonym xx

What is their job title?

What are the day to day duties they have to carry out?

Is this person ambitious? Do they have attention to detail etc.

What is their lifestyle? Mainly work orientated? Happy? Busy etc?

What environment do they work in? inside, outside? At a desk, In a car?

What is the main goal in life for this person?

What is their experience? Where have they come from?

What are their key attributes as a person?

What are their needs to be successful in their job and life? Do they need more time, do they need to trust etc?

insert image of your persona here

Ecosystem

GATEWAYS / PORTS

COMMERCIAL

CULTURAL CENTRES

EDUCATIONAL

SOCIAL SPACE

TRANSPORT

SECURITY / PRIVACY GOVERNMENT

P E R C E P T I O NPut a spotlight on your interactions in their journey

UNDERSTANDING THE JOURNEY YOUR CUSTOMER TAKES. MAP TO THEM AND THEY WILL STAY WITH YOUA customer's journey is intrinsic to success.

Perception - You can be a brilliant company or have the best product or service in the world, but if you do not look after the customer through their key stages of dealing with you in the way they expect to be dealt with, then your brand, product or service will not be loved.

How do you know your customers are likely to interact? What parallels are you mapping to? Do you know where they are going to be at any given time?

In this stage, we take you through six important and individual stages of a customer's decision journey. During this process we help you understand your touch points with your from trigger information, to making your customer an ambassador, we help you ascertain the individual's journey with you.We look at current practices and give you ideas of how you might improve this or where holes may be and what you could do to fill that hole.

Perception map

Perception map

Job to be done

Awareness Familiarity Consideration Purchase Loyalty

Personification

Main aim

Who is responsible?

Channel

Resource

P R O P O S I T I O NThe consumer and you, why you should do business

ESTABLISHING REAL PROPOSITIONS TO TURN TOURISTS INTO RESIDENTS

A Customer Value Proposition is relevant to your customers, their pains and what they are looking to gain. How do you make your ecosystem attractive to your tourists or passers by and make them a resident.

A good value proposition will help you do this, it will make those customers continually return. A well thought out and detailed CVP that uses the data and understanding from the completed triangles is the number one element that determines whether people will read more about your product or service.

It answers the questions of ‘does it suit their style content consumption?’ If you already use CVPs we help you redesign them, so they are suitable to each of your segmented audiences in your ecosystem.

Proposition

How to use the canvas

YOUR CUSTOMER

WHY YOU SHOULD DO BUSINESS

Side 4 - FYI CAM Proposition Canvas created by FYI100 2017

WHY YOU?

Proposition Canvas

WHAT DOES SUCCESS LOOK LIKE?

WHAT?

JOBS TO TALK TO INSIGHTS

WHAT ARE YOU HELPING TO FIX?

HOW?(How is your customer going to interact with your product or service? Where does it map to in the customer journey in Side 3 of the FYI Pentagon e.g. landing page in trigger information / telephone call in moment of purchase)

(What are you trying to promote, engage or sell to your customer? What is the actual product or service you are offering, pricing online / offline. Data mapping. e.g. % market share of x number of possible customers in my market?

(What is the job title you are looking to talk to purchase your product or service? From side 2 of the FYI pentagon - Segmentation)

(What is it your product or service will relieve?) (What would be seen as a successful product or service offering to your customer?)

(Key buying times, How large is the market, where do they reside digitally? From side 2 of the FYI pentagon – Segmentation)

Side 4 - FYI CAM Proposition Canvas created by FYI100 2017

WHY?(why would your customer be interested in this product or service? Your statement from side 1 of the FYI pentagon)

P L A N N I N GInternal & external

BUILDING YOUR GTM INTERNAL & EXTERNAL GO TO MARKET STRATEGY

• You have a great purpose’• You have your segmented audiences and customers• Your customer journey is fully developed• The individual CVPs are ready for each audience type in line with

your ‘Why’

Now it’s time to plan to take it to the market. We help you design the stages for internal and external adoption. From campaign launches to sales enablement training, your bespoke checklist gives you the understanding of how to embed your strategy.

Planning

Ecosystem+

RESEARCH & INNOVATION

Inno

vatio

nTourismHEALTH

MEDIA CONSTRUCTION BUSINESS SOCIAL

CULTURAL MIGRATION

IMPORT EXPORT

Youtube, Podcast etc

New and innovative ideas are given time to develop

ways to build new innovative and on-trend infrastructure

looking after the wellbeing of the inhabitants - Surprise and delight

other business people to come work in your ecosystem

people come to see people / your inhabitants to socialise

permanent move into your ecosystem

where people see the culture of your company and customers

exporting your products or services into other ecosystems for additional revenue streamsimport products or services from another ecosystem or business to enrich the life of your residents

Jobs to be done:

Final CAM CVPs completed signed off.

Competitor Analysis completed

Pricing agreed

Customer Journey developed and agreed

Agreed roles and responsibilities across different teams

Product / service demos available

Detailed information created for website

User manuals created (if needed) to include -

How to Guides, Installation Guides,

Contact guidesReference and Help process

Post sale support process Templates etc.

Jobs to be done:

Key customers identified and eco city understanding completed.

Content & sales strategy developed and agreed

Jobs to be done

Sales training manual/document created

Sales training step 1 - INTRODUCE TO ALL SALES

Sales Training step 2 - TRAINING DAY

Sales Training step 3 - SALES TESTS

Jobs to be done

All customer documentation and information uploaded to correct website

page

Internal communications to all required in the business - via Newsletter or

similarAlert comms plan developed

All to be built in-conjunction with Marketing campaign timing plan

Jobs to be done

Marketing Objectives and Brief developed

Marketing provided with complete CAM CVPs and if relevant Technical specs

Marketing provided with any supporting quotes/statements in support of product or service from Customers/Employers

Developing benefit messaging per key audience vs Competitor

Marketing plan developed and shared with sales/prod before launch

Website and events plan developed

Lead generation process defined and agreed with sales

IndentificationReadying Sale Pre-Campaign Campaign

Readying internally and externally

Proof Check

Our Purpose is

The Persona will

And their perception will be

Through the channels

Measured by

Consideration Check

Our Purpose is

Our Personas acted

The perception was

Through the channels

We will now

5 ELEMENTS COMBINED INTO ONE DOCUMENT BESPOKE TO YOUR COMPANY AND NEEDS.

The blueprint is a collection of the five elements and completed canvases that we have completed with you to build for economic growth..

• Purpose - Your Story and Why• People- Segmentation and data• Perception map - The new customer journey• Propositions - of the individual segmentation• Planning - A bespoke Go To Market strategy & plan.

It is your reference for now and the future all in one place.

The ecosystem blueprint

Whats next? Day 200

Once the ecosystem blueprint has been implemented, why not check how successful it is being used by asking for an ecology report.

The ecology report is an insight into how well the blueprint has been followed and embedded, It will show you how far along the journey you are to your economic growth plan,

Testing the ecology of the ecosystem 100 days later

What's after that? Day 300

Once the ecosystem blueprint has been implemented and the study of the ecology has been undertaken we will be able to identify areas for economic growth and create scale up companies.

The economic growth phase is for those companies that want to achieve or sustain scale-up growth and continually innovate and build infrastructure in their businesses ecosystem.

The economic growth phase

Tim is an enabler of honest, people first marketing, strategy and ideation, inspiring people and businesses to not settle for marketing that is any less than remarkable.

Tim has almost 20 years’ experience as a marketer, throughout which time he has worked with a wide variety of brands and businesses from premier league football clubs, a variety of FMCG brands, non-profits, start-ups, professional services organisations and pub companies.

A strategic specialist and social media enthusiast, Tim champions marketing which focuses on the main value of: “People buy people”. This type of thinking got Tim to where he is today; doing what he loves every day as ‘work’.

A developer of different customer bases within segmented target markets.With over 12 years of experience Steve is a designer in customer journeys.Proposition design, understanding interaction touch points, developing customer groups and implementing go to market plans are Steve’s passion. His skill set is based on designing a quality customer experience that focuses on the individual and their likely habits. Acquisition of new customers and the retention of already established key audience groups is where he focuses his designs.

With a keen eye for detail Steve is experienced in implementing product and services customer design strategies.

STEVE RICKTIM ELLIOTT

People with a passion

TIM ELLIOTTTel: 07511342085Email: tim@fyi100.co.uk Twitter: @TimElliottUK

STEVE RICKTel: 07734294613Email: steve@fyi100.co.uk Twitter: @steverickuk

www.fyi100.co.uk