Fibre Force (a business selling internet solutions (ISP) to its customers)
- Key value: Grow rural/local/township community internet use and access.
- Quality internet speed
The strategy for the brand has to maintain a community approach and must be quick to address rural/local/township community issues related to the internet. As there are many challenges in rural/local/township communities for internet access. The brand will ensure knowledge of internet access is available and prioritize responsible internet use. In an effort to demonstrate this, the company will willingly contribute to free/cheaper fibre installation opportunities and run campaigns to grow responsible use. Therefore, it is an expectation that the staff will, must and should make an effort to grow internet usage for the benefit of local communities more than that of gaining capital.
Now that we are cognizant of what we are creating internet solutions for; rural and township use. We can create products that align to this construct, but because we are also trying to ensure there is good internet speed, we will take this into account when developing the product.
We must now more than ever before, be competitive with our pricing to ensure the market’s affordability. Moreover, remain competitive enough to outdo our competition. It isn’t though necessarily about the lowest price, but the one that provides more value in such communities. E.g. a product that gives free internet use to pupils on their mobile devices to certain categories of information such as research articles.
The concept above will determine our direction on financial priorities, maintenance of the business and product costing.
The value will determine potential regions to head for, to promote and sell our business. By aligning to our values, we will ensure the marketing of our product to/in rural and township areas which will in turn, define our demographic by identifying the people, age, challenges, current competitors in the region, level of income, and behaviours noticed within the areas.
Once we have established a demographic, we can then seek collaboration opportunities that first align with the values and secondly match our demographic. Sharing a common value and market does not always require competing, but working together to achieve our goals.
If applied correctly, the business will have several factors to consider in terms of its performance.
A few points on performance to consider based on this scenario are shown below:
- Has the brand established its position as a contributor to internet usage growth?
- Has the brand led the industry in showcasing responsible internet use?
- Has the brand participated in free/cheaper fibre installation opportunities?
- Which products were developed?
- What was the market’s reaction to the products and pricing?
- What was the performance of the internet speed and quality?
- How many township/rural/local communities use our products?
- Was there a successful collaboration opportunity?
- How was the capital performance?
The business can confirm if the strategy was successful or unsuccessful in accordance with the values. Only at this point are we able to see if the business is sustainable and is headed in the right direction.