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Railway News Client Report

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1. Railway News Andrew Lush, director 11-15 Dix’s Field Exeter, Devon EX1 1QA Tel: 01392 580002 www.railway-news.com M A R K E T I N G A N A L Y I S Prepared by: Signe…
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  • 1. Railway News Andrew Lush, director 11-15 Dix’s Field Exeter, Devon EX1 1QA Tel: 01392 580002 www.railway-news.com M A R K E T I N G A N A L Y I S Prepared by: Signe Lulena Mark Mcgee Abigail Lipczynska Klaudia Kovacs
  • 2. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 1 Contents 1 Client and Service Introduction/Overview .................................................................................... 2 1.1 Describing the Client – who are they and what they do......................................................... 2 1.2 Company Founders & History of the Company....................................................................... 2 1.2.1 Professional background:................................................................................................ 2 1.2.2 The idea of launching Railway News.com ....................................................................... 3 1.2.3 Employees ....................................................................................................................... 3 1.2.4 Major developments ....................................................................................................... 3 1.3 Product & Service Overview.................................................................................................... 4 1.3.1 Target Market.................................................................................................................. 4 1.3.2 Making contact with the customer (how is their service structure built up):................. 4 1.4 Features of Major Services and its Price ................................................................................. 4 1.5 Benefits for the Customers...................................................................................................... 5 1.6 Goals and Challenges............................................................................................................... 5 2 CUSTOMER ANALYSIS..................................................................................................................... 6 Social Media Username: @socomec_UK ................................................................................................ 7 2.1 Profile of a Typical Customer .................................................................................................. 8 2.2 The Customer Canvas.............................................................................................................. 8 2.3 Customers................................................................................................................................ 9 3 Website Analysis............................................................................................................................. 9 3.1 View on a small device .......................................................................................................... 13 3.2 SEO analysis........................................................................................................................... 14 3.2.1 Three reasons for SEO:.................................................................................................. 14 3.2.2 Among the elements to be analysed are: ..................................................................... 15 3.2.3 Mobile............................................................................................................................ 15 3.2.4 Desktop.......................................................................................................................... 16 3.2.5 Code analysis website ................................................................................................... 16 3.3 IMPROVEMENT ADVICE......................................................................................................... 20 4 Social Media Platform Profiles..................................................................................................... 20 4.1 Twitter ................................................................................................................................... 20 4.2 LinkedIn ................................................................................................................................. 21 4.3 Google +................................................................................................................................. 21 4.4 Bonus: Social Media Goals: ................................................................................................... 21 4.5 Bonus: Social Media Effectiveness ........................................................................................ 21 4.6 Social Media Recommendations........................................................................................... 22 5 Summary and Recommendation.................................................................................................. 24
  • 3. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 2 1 Client and Service Introduction/Overview 1.1 Describing the Client – who are they and what they do Railway-news.com is a modern B2B news and information portal. It provides the latest news to manufacturers, train companies and train operating companies. Our contact in the company is Andrew Lush, the director and founder of Railway News company. “Railway News was designed to put suppliers in contact with buyers. We hold as much information as we can on behalf of suppliers who want to sell to the rail network. The idea of our site is to bring these together” says Andrew to introduce his company. 1.2 Company Founders & History of the Company 1.2.1 Professional background: Andrew has 20-year experience in the publishing field. Before becoming a director of a company, he played other important roles at different companies such as Head of Sales (Copybook, Exeter, United Kingdom; September 2008 – September 2011; 3 years 1 month) and Sales Manager (Progressive Media Ltd/formerly Sterling Publications; January 1993 – March 2008 ; 15 years 3 months). He was responsible for improving websites, recruiting and increasing Sales Revenue. Top skills: project, sales and change management; marketing and business strategy; transportation; online marketing and advertising; event management; public relations.
  • 4. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 3 1.2.2 The idea of launching Railway News.com Before he established his own company, he used to work in London where he noticed a massive gap in the Transport Sector especially in the Rail market. Railway News proved to be the second most succesful service. Therefore, he decided to start his own business through a website where he could improve the quality and increase the number of up-to-date news. As a result, Railway News.com was launched in 2012. 1.2.3 Employees Railway News has an enthusiastic and dedicated team of : Their aim is to gather as much information as possible. Moreover, they also have to ensure the highest-possible quality of information. 1.2.4 Major developments “We’ve made profit every year and it keeps going up. This year would be 40-50% up on last year.” Railway News has gone through a massive progress since it was established. It had already made profit in its first year and it has continued up to the recent days only with small drop-off rates (losing 10-20 clients in three years). Although the prices were doubled customers still pay for it. Founding the company in England, it has spread all around the world. 1. Figure
  • 5. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 4 It takes part in organising events, exhibitions and seminars in different points of the world such as Austria, Belgium, USA, Germany, United Arab Emirates, China etc. These are important to make the company more famous and to have new customers. 1.3 Product & Service Overview 1.3.1 Target Market As we found out from the interview, the target market are quite broad. Clients are from all around the world. However, there are no clients in Exeter. The main target marget are train manufacturers and train operating companies (TOPs). 1.3.2 Making contact with the customer (how is their service structure built up): Railway News has an own database that contains the addresses of 2-3000 clients. They don’t use brochures since everything is web-based. Because of that the fastest way to make contact with a client is to e-mail them. As Andrew said, he usually talks with his client on phone. As far as he’s concerned engagement with the client is essential. He tries to achieve it in a way that he lets the clients speak about their own products. At the end of the conversation he gives a short presentation about the service and the opportunities that Railway News offer. 1.4 Features of Major Services and its Price Railway News is a modern B2B website that provides the latest news, events, suppliers and information to Rail Operators and Manufacturers. It provides a service through which customers get access to railway-news.com and can advertise and upload information. In order to be able to promote on the website they have to sign a base contact of £2000 for 12 months. Own database with the addresses of the clients E-mail, phone Engaging to the customer by asking about their products "Short presentation" about the service the railway-news offers to grab the clients attention
  • 6. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 5 1.5 Benefits for the Customers  communication  pushing their name, brand etc.  advertising  information sharing – to get their message out to the market 1.6 Goals and Challenges “Growing, Big Ideas, Opportunity.” “Spending the whole day with selling it would make a lot more money”, says Andrew. However, his role is not only to sell but to run the company as well. Railway News aims in the near future to: 1.) make the company grow 2.) focus on and increase sales 3.) have new employees 4.) make the company more popular through social media 2. Figure
  • 7. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 6 2 CUSTOMER ANALYSIS Name: Siemens Rail System Division Social Media Username: @SiemensMobility Profile Biography: Integrated transportation and logistics solutions for safe, cost-effective and environment-friendly passenger and freight transport. Customer Description: Siemens is one of the world’s largest suppliers to the rail network and they are known as a single-source supplier and system integrator, they have all the necessary experience and capabilities to provide sustainable solutions to all areas of the rail network. Siemens prides its self on Reliability, Safety, Attractiveness and Efficiency – a benefit to the operators and the environment. Name: Blumenbecker Social Media Username: @BLUMENBECKER Profile Biography: The Blumenbecker Group is an international firm with 1,300 employees in ten companies. Customer Description: The Blumenbecker provides rolling stock equipment. It is as individual as the plant or workshop in which it is installed. As a result, the technology used must be adapted to match the local operating conditions. This applies especially when setting up new systems in existing buildings. They have many years’ experience in the planning, rolling stock maintenance solutions and construction of workshop equipment for rail companies both at home and abroad. They have 128 followers on twitter. They have their own website www.blumenbecker.com. On their Facebook page they have 1,028 likes.
  • 8. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 7 Name: Drivetrain USA, Inc. Social Media Username: https://www.linkedin.com/company/drivetrain-power-and- propulsion Profile Biography: Mechanical or Industrial Engineering 201-500 employees. Customer Description: Drivetrain Power and Propulsion is the manufacturer of the world’s most efficient large frame turbochargers supporting diesel engine power ranges from 1,000 to 3,400kW: The NGT family of HS Turbochargers are the most efficient turbochargers in their application range with overall machine efficiencies of 75%. Engines running HS Turbochargers use less fuel for the same power output and operate with lower thermal stress. This in turn equates to longer engine life, lower maintenance costs and reduced emissions. Name: Socomec Social Media Username: @socomec_UK Profile Biography: Family-owned Industrial Group specialising in the availability, control and safety of low voltage electrical networks for the industrial and services sector. Customer Description: Socomec is an international industrial business, founded in 1922, that specialises in the availability, control and safety of low voltage electrical energy. Socomec provide solutions to a wide range of businesses concerned with Business Continuity, Power and Energy Performance, with sectors of expertise including Data Centres, Telecommunications, Rail and Transport Operators, Facilities Managers, Electrical Engineers, Public Sector, and Construction. They have 50 followers on Twitter.
  • 9. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 8 2.1 Profile of a Typical Customer A typical customer for railway-news would be, John a train engine manufacturer. He has been in this industry for many years and he is trying to expand his business. John has no experience of social media so he is trying to advertise his engines through railway-news and he is trying to connect with other businesses through railway-news. He is a family man with two children and a loving wife. John has a busy lifestyle and sometimes struggles to balance between his work and family life. John has a lot of responsibility running this business as he needs to make sure the engines are made with care and are good quality. He needs to deal with customers. He doesn’t have much time for his personal life and he is mostly working. John has a reasonable amount of disposal income, as his company does make a lot of money. He supports his wife and his two children. He tries to make as much as free time he can and take his family on holidays or trips. 2.2 The Customer Canvas Name: John Bush Age: 46 Occupation: John runs a train engine manufacturing business. Passions & Interests: John loves his family, food and adventure. He loves trains. Biggest goals: John is trying to improve his marketing so he has less time trying to get more customers in and focus on engine manufacturing to provide good quality engines. Hopes: He hopes that his business will expand and he will have more customers. Worries: He worries that he will lose customers or his engines wont be high quality.
  • 10. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 9 2.3 Customers Railway-news offers advertisement and promotion for the companies. They provide customers with latest news in the train industry around the world but whom exactly will they want to attract:  Train operators  Manufacturers  Suppliers 3 Website Analysis When you visit a page for the first time a potential customer should find some key information. One of the first and most important lest logo and password Positioning. On Railway-News.com logo is clearly visible. Accompanied by visiting each individual pages. Big plus is inserting a go at the top and at the bottom of the web page. Added to the professionalism and good corporate image. The colors used in the logo are subdued and pleasing to the eyes. Associate well and professionally. Orange color arouses emotions, energies while gray it perfectly balances creating a professional whole. Another element is the keyword Positioning. The company's Internet address is included pause at very adversely affect the positioning of the page. After entering the password "railway" for five consecutive pages in search Google page you are not displayed. After typing in the search engine bing.com "Railway News" page appeared on August 5 position (1- www.railnews.co.uk; 2-www.railwaynews.net; 3-www.rail.co.uk, 4-www.newsnow .co.uk).
  • 11. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 10 After entering the password "railway suppliers" in the search engine bing.com the website appeared to the position 4 (1-www.riagb.org.uk; 2-www.unipartrail.com; 3- www.railwaydirectory.net). The search engine Google.com website took lower positions because 5 (1-www.raiway-technology.com; 2-www.riagb.org.uk; 3- www.railwaydirectory.net; 4-www.unipartrail.com). Recommendations: Optimizing the HTML code all over the site, creating a mega tags- invisible to the eye an Internet section of the site that are important for search engines. These sections this title, meta and meta keywords description after whom we recognize that our offer should be searched. It is recommended that the accuracy and the use of other relevant titles, tags to specific pages in line with the content presented to them. With better positioning the company Railway-News.com can benefit such as: a. Growth viewing site b. Create positive image c. Getting advantage over the competition d. Increase amount of potential customers Another important element is tab. On the main page you will find them six. By visiting each page, we can easily return to the "Home" which is a big advantage Railwaynews.com page. Big plus is the bookmark "News", as far as possible the user to track the messages on a constant basis. Recommendations: Putting the latest news on the main page of the "Newsletter Subscribe". This gives you aware that the page is refreshed at a time. This may also encourage subscribe to the newsletter. Tab "Contact us" form contains the necessary data and allowing users to e-mail. Recommendations: Adding navigation headquarters as a google map could even easier to communicate with the company for a potential client.
  • 12. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 11 The point of the company that adds the reliability and confidence in the eyes of customers are testimonials. Potential customers want to find out with which companies are conducting a cooper and those with whom they work before. Facility would put all this information in the tab "References". Tab "Contact us", "Submit News" "Advertise" contain the same contents. Noteworthy is to enrich the content of each of the tabs creating a difference by adding details. It can give a more professional look of the website. Another very important issue for the creation of the image of the company is the organization and participation in seminars and events. On the website there is a tab "Railway Events", which contains a list of upcoming events and exhibitions in the world. Events are added with a big advance and contain the relevant information necessary to obtain additional information.
  • 13. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 12 railway-news.com/newsletter railway-news digital magazine
  • 14. 11-15 Dix’s Field Exeter EX1 1QA C L I E N T R E P O R T – C O R K S C R E W S T A R T U P S C H O O L 13 3.1 View on a small device For railway company-news most important is website, which is the base of the company. Therefore, it is important that the website was properly displayed on a laptop or desktop computer. Visibility pag
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