Barc For Pets
How the Growth Equation and the Ceezar Products Suite have delivered solutions, value, and growth to an Australian business.
Barc For Pets celebrates the timeless relationship between people and their companions.
They are an online oasis for dog lovers who have a passion for style, ethicality and quality designer pet products.
Additionally, they also offer a sophisticated curation of luxury pet products to owners who love style and spoiling their pets through their eCommerce store.
The Barc For Pets business needed to update its digital assets to include the ability to sell products online, perform strategic digital marketing initiatives and manage clients from the service arm of the business.
Ceezar Products Used
Lean Canvas Workshop
This is a spirited effort in communicating Barc For Pets’ ideas clearly and concisely to others so they can get behind it – a simplified business plan. Our Lean Canvas process helps small to medium businesses deconstruct their ideas on a single page using key foundational building blocks.
eCommerce Magento Website
The Magento CMS website is a high performance mobile responsive eCommerce website. A Magento CMS website creates the opportunity for small businesses and brands to have an active domain and live high-performance serious eCommerce focused website that displays all critical business information across an optimised information architecture which enables the business to compete with a quality digital platform of its own.
Velocity Digital Marketing
The Velocity Digital Marketing program manages marketing communications across digital media channels for your business and brand. Velocity creates the opportunity for small businesses to design, deploy, broadcast and actively manage marketing strategies and digital communications using both organic and paid methods while also building website content.
Xero On Air Episodes
Xero On Air is Xero’s first virtual customer series created to connect their global community and share insights and news helpful to you now and in the future.
Barc For Pets Co-Founder, Rebecca Simmons, spoke to Xero about their digital transformation for her pet minding business. Rebecca says it’s been the saving grace for their business due to the impacts of COVID-19.
Growth of service offering into new national areas
Projects involved expanding the Barc For Pets services from a single Sydney location into 3 Sydney locations, Newcastle, South Australia and Queensland.
Expansion of product service offering to Dog Farm Stay
Barc For Pets needed to strategically expand services to meet client demand and evolving market opportunities from the Covid-19 Pandemic. Digital solutions for scaling up the client management via software was required.
Increased word of mouth referrals by 50%
Ceezar identified a need to increase the Barc For Pets brand equity. To ensure the Barc For Pets brand performs as an autonomous sales agent, and to keep the business model lean, a strong brand is needed. A strong brand in this instance enables the company human resources focused on managing the dogs and not sales leads (no pun intended).
A strong brand with equity allows brand marketing to be leveraged in numerous ways to benefit the business. One of the key outcomes from a strong brand is word of mouth referrals and organic sales growth.
Increased eCommerce product sales with a ROAS to 6:1
Barc For Pets product offering is a reflection of the brand positioning. Ideally, a premium offer with low volume high margin product mechanics, with strong value propositions for product quality and sales support.
With a focus on SEO and brand name growth, the core performance marketing initiatives ensured a limited ad budget spend and more efforts towards organic sales and strategic low-cost new customer acquisition at initial launch.
ROAS stands for Return On Ad Spend. So for every dollar spent Barc For Pets made 6 dollars through eCommerce products sales.
Increase sustained website traffic by 500% / 6 months
Barc For Pets had poor traffic and quality score by search engines such as Google and Bing. Ceezar needed to identify how to generate larger volumes of sustainable traffic to the website, that are valued quality leads. The key here was to build domain equity and domain authority as quickly as possible.
Refined brand positioning which increased advertorial opportunities and digital partner collaboration
The Barc For Pets business owner had the vision, though with a complex business model, understanding how to bring this to life was too hard for the business owner. Ceezar enabled a Brand Positioning Strategy to bring to life the true client vision, the map out the required critical path to make it a reality.
What The Accountant Can Learn
Learn how an eCommerce Website sells products
eCommerce can be simple or complicated, it largely depends on the product for sale, and the customer buying.
eCommerce is all about joining these two elements together, and to facilitate this involves numerous third party services working harmoniously like a well tuned race car. These elements include merchant services, website and email technologies and numerous security protocols.
Lean how digital marketing delivers leads and how much it costs depending on the industry
Digital Marketing is largely focused towards Lead Generation, Lead Gen for short. It is the process of becoming visible and attractive to a new audience and individuals which are formally called prospects, and turning them into someone who is interested in your brands products and services. Lead Generation is often defined via digital marketing activities such as website news blog posts, events, marketing sales coupons and offers, job applications and online marketing content.
Learn how eCommerce results are measured
eCommerce has some key metrics to measure how it performs. As an accountant, it’s likely you’ll score A++ in your tests here, all you really need to understand are the acronyms that form the language of eCommerce.
They basically are summations of how much the digital marketing costs to win over the buyer, and measuring this against the sale price of the product, and / or the associated margins
Learn how eCommerce shows up in accounts ie: Xero
eCommerce is 100% digital, it pushes and pulls data from one point to another. Here, the software involves capture and store data and presents it in some crude or detailed formats. How well the digital developers have connected these softwares will determine how they show up in reporting, finance softwares and banking records.
We all know reconciliation is key, here a neat eCommerce plan will ensure your job is easy.
Learn how brand impacts sales and B2B relationships
A strong brand will generate a stronger business, and it’s ability to charge more for services, or win more business from referrals and word of mouth.
Though how to grow, nurture and manage brand assets is key. Brand values, propositions and emotional communication considerations all form the basis of a strong brand.
An accountants client might want to sell the business one day. Succession planning is made easy when brand has been considered early on.
Understand Google and SEO
Google is a beast, it moves fast and has more power than some governments.
Understanding the basics on how the Google landscape performs is simply required knowledge for any business using technology as one of their businesses assets.
SEO is all about how search engines, like Google, read and register the content on a website. When a business pays attention to this, they will perform better in Google, get found easier, and be able to compete against those in their market.