This 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.
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1. THE BEGINNING
This innovation initially came to life when…
…I realised people needed help in writing their profiles and couldn’t do it themselves. I do this with every one of my clients and was struggling to figure out how to scale my business as I just didn’t have enough time in each day. This was what I saw as a very basic task and when talking to a friend about it, he said “Why don’t you automate it?” That was my epiphany and I have spent the last two years building the tool and finessing it. People can now create their profile in 20 minutes.
2. WHAT & HOW
The purpose of this innovation is to…
…help people present consistent, credible profiles that stand out in the market. It helps people tell their story and highlight their expertise without feeling awkward or taking up too much of their time.
It does this by…
…guiding people through a questionnaire that helps them see the value in their body of work and to articulate this. It also provides advice and education about why this is important and how they can have more effective personal brands.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
…people hate writing about themselves. Most people don’t know how to pitch or present themselves to their market – even CEOs. Most people don’t have access to a PR team for help and this provides that service without the crazy fees. I haven’t found an alternative service – yet. It’s all done 1:1.
Its various benefits to the customer/end-user include…
…they can have their profile done in a lunch break. We help our customers tell their story in a credible, professional manner.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
…the juniors in PR firms or by copywriters or by the individuals themselves who often don’t have writing or communication skills, nor do they have access to internal resources. It’s expensive and you are unlikely to have someone do this for a reasonable sum who has 20 years of experience.
Its predecessors/competitors include…
…I can’t find an online tool that does this. One company is on the case, but it’s not in the market yet and from what I hear is doing it for internal purposes. Alternative methods are manual.
5. TARGET MARKET
It is made for…
…the 400 million people on LinkedIn and I reckon only about 1% have decent profiles. Every market facing professional in a company needs a profile, for proposals, introductions, media etc. All board directors need a profile. All candidates need a CV intro/summary. Students coming out of university are the largest growth market on LinkedIn – they need help. Anyone who wants a media profile needs a profile. All professional speakers are pitched via a bio.
It is available for sale through…
…on my website. I’m conducting pilots and unique URLs are created for people who then participate in workshops to ensure they complete the process and get any help they need. It’s vital people complete the process.
Our marketing strategy is to…
…is B2B and as such I am starting with pilots in key corporates where I believe there is significant opportunity to grow usage and also to guarantee high quality outcomes.
FINE PRINT: This 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.
