12 months of growth at Perfocal

We set up a spreadsheet of thousands of website combinations (subregion x type of photographer) that creates a template to targets keywords. We launched 4000 pages in total and set up unique content for each page, domain building activities and further website improvement.

People management, flow of information, productivity and decision making were core items within this company that were critically slow upon our entry, twenty--twenty's change to structures laid the foundations for team success.

We interviewed our top 25 photographers and wrote up a piece on each, using outputted content for social media goals moving forward. Awarding photographers with a website badge which drove backlinks (SEO) hit three core company activities. Though a large initial sunk cost, this would pay dividends over time. We developed 6 months worth of social media collateral.

We worked on crisis management and strategy following the announcement of COVID lockdown measures. We conservatively forecasted, built out scenarios, and advised the CEO. We forecasted incredibly accurately; highlight being that we stated we could reach £20k GMV in July (a company record) coming out of the first COVID wave, and we hit this number a day before August. Strong forecasting and strong goals setting helped the team align and feel accomplished when achieved. This strategy armed sustainable growth with partnerships, business clients and merchandise revenue streams in the 10-months that followed.

We worked with Behance, a polish agency to create this polished video explainer. It's been featured as best in a design category from the agency, is used in client communications and features on Perfocal's website.

We ran an audit using google lighthouse, to generate a list of priority items which would improve the website's performance. We did SEO auditing and technical fixes within the code base in parallel to improve the company's SEO.

We partnered with a global photo merchandising services to whitelabel a photobook app and Perfocal shop. This opened a revenue channel in which a customer is willing to spend up to 2x their initial ABV. This was a multi-marketing channel push and really bolstered the company's proposition to customers.

We introduced new account management practices within Perfocal, training their team in applying a high degree of attention, care and authenticity to key clients when closing large deals. In the case of Spicerhaart, one deal's GMV exceeded most of their monthly totals. By managing these clients well we also drove future warm introductions, and repeat orders from the clients.

We built an integrated B2B & B2C social media marketing plan, underpinned by strategic theory. We also produced a series of high impact content marketing pieces to enhance business development, partnerships and to develop new revenue streams.

We ran 8 'graduates' through an intensive 4-week BD training programme to hire 2 full-time BD specialists onto Perfocal's team. During our time at Perfocal we also supported the hiring of Perfocal's Lead Backend Dev who we felt held CTO potential and their Customer Service Lead who was positioned central to the businesses success.

We created a 'BD portal' to include everything on business development strategy, tools, process and pipelines. By developing a google sheets dashboard we could also track all B2B client outreach, bookings, payments and MOM stats; we have since facilitated the team's transition to Hubspot's CRM and Sales Pro.

We closed major partnerships during our time at Perfocal, setting up new outreach, client management and commission structures. These include Churchill Gowns (for graduation photography), Sawdays (for property photography) and we have just entered the 'negotiation and commercials' stage of partnership formation with Not On The High Street (product photography).