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Boutique Growth Solutions (SMART 100)

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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

M&T Capital Boutique Growth Solutions (VIC)

This innovation initially came to life when…

A media executive, having sold his media agency to a global conglomerate, and a senior marketing executive from a multinational FMCG organisation saw an opportunity to add an innovative, aligned service to the marketing services industry. Tired of advertising “guff”, the founders take a portion of risk in a business for whom they work and therefore focus first and foremost on the most effective client outcomes.

WHAT & HOW

The purpose of this innovation is to…

M&T Capital invests both actual and intellectual capital in a client’s business in order to achieve a more cost-effective, outcome-focused result. The outcome is always about delivering increased revenue and profitability for a client.

It does this by…

Taking an analytical “strip search” of a business, uncovering hidden hindrance to growth as well as crucial growth levers, and then enacting them. From structural change to creative execution, M&T Capital implements “forensic” number crunching in order to drill down to precise activity that is always grounded in delivering of a growth outcome for a client.

PURPOSE & BENEFITS

This innovation improves on what came before because…

Replacing the traditional advertising agency model for clients means that rather than having to pay “fee for service” which creates a divergence of business outcomes, M&T Capital takes payment for services as a percentage of incremental increased sales. M&T Capital “puts its money where its mouth is” and gets paid on results.

Its various benefits to the customer/end-user include…

The end-user is able to reduce marketing overhead cost as well as execution cost by restructuring their remuneration model to only pay for services rendered that are effective. M&T Capital gets paid on results, not promises.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Paying exorbitant rates for agencies to “service” a business when really all the agency is interested in is recouping cost of services rendered, rather than being focused on the best outcome for a client.

Its predecessors/competitors include…

The alternative for achieving similar results involves very high capital injection into advertising campaigns with no guaranteed outcomes.

TARGET MARKET

It is made for…

The market for this product is broad. We have taken on startups from early on in their inception as well as large, national businesses. It depends on the client’s appetite for change. Any SME with a B2C product that turns over between $0-150 million per annum is where we have traditionally found our sweet spot.

DISTRIBUTION STRATEGY

It is available for sale through…

The nature of our business requires face-to-face client service. We have to date used weekly face-to-face meetings augmented by telephone and email contact for the remainder of the week.

Our marketing strategy is to…

Word of mouth. The nature of our business and the success it brings clients means that referral is our primary and most effective marketing channel. We are moving towards an online presence however and will be investing in the creation of rich, targeted content as well as online advertising spend.

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