Case Studies

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Case Studies

Full Business Plan Solution - Case Study

Hill Billy

Hill Billy Powered Golf Trolley

Background

In 2006 Hill Billy was the number two brand in the UK powered golf trolley market with sales of circa £5.5M.
100% British supply chain sourced and manufactured, the brand sold direct to a very loyal customer base.
Faced with an influx of ‘cheap’, poor quality chinese sourced product into the UK market, Hill Billy’s initial response was to reduce it’s prices in an attempt to hold on to market share and see off the competition.
Unable to compete on a like for like price basis due to it’s cost base, and faced with declining sales and margin, a new business solution was urgently needed.
Rather than play to the strengths of the competition i.e their ability to offer a ‘commodity’ product priced in some instances as low as £99, Hill Billy needed to re-focus on its core brand strengths.

Customer Needs Insight

Using customer research focus groups to understand the core needs of target customers, a new brand positioning was created for Hill Billy which answered the needs of the target market and business at the same time;

-Foremost product quality & customer service excellence

-Clearly differentiated the brand from the competition

-Enabled a ‘value for money’ more premium pricing strategy to be implemented

Hill Billy - Full Business Plan Solution Deliverables

1. Past Business Performance Review

Sales
Gross Margin
Pricing
Overheads
Conclusions

2. Situation Analysis

Existing Customer Audit
Market Dynamics & Trends
Competitor Analysis - Product, Pricing, Sales Channels, Positioning
Strengths Weaknessess Opportunties Threats (SWOT)

3. Customer Needs Understanding & Insight
Research focus groups - qualitative research
Conclusions for marketing strategy development

4. Strategic Business/Sales & Marketing Objectives

Overall Budget Plan - Total Sales, Gross Margin, Overheads, Trading Profit
Sales Budget Breakdown - Existing Vs. New Customer Sales

5. Sales & Marketing Strategy

Product/service enhancement recommendations
Pricing strategy
Cost management
Sales channel development; e.g website/online marketing
Advertising & promotions strategy/budget
Monthly promotional event calendar
Key performance indicators

6. Monthly Budget Management & Reporting
Actual sales Vs. budgeted
Actual margin Vs. budgeted
Actual overheads Vs. budgeted
Actual trading profit Vs. budgeted
Rolling cash flow forecast