In almost every organization in which I have been involved, ancillary business
opportunities have often provided, what I describe as, low hanging new revenue
sources.
In most of our businesses, our primary focus is on the mainstream
products and services our companies offer. These provide the bulk of any
organization’s revenue growth. They are the mother nest business. We train our
sales forces to doggedly pursue growth in these revenue centres. Our sales staff
is rewarded on their success achieving their targets. But what would happen if we stood occasionally
and objectively looked at our operations and analyzed the operations of our
clients with the objective of identifying what else we could be doing with the
assets we already have to provide additional products and services to the
client. Let the thought process move in every direction in search for new
opportunities. You might be amazed at the revenue opportunities that exist
which require very little additional investment and could represent significant
high margin business.
I use several key parameters when prioritizing ancillary opportunities:
- Is there additional revenue to be made that we
ordinarily would not have earned?
- Are we already knocking on the doors?
- I recommend looking beyond just
sales staff activity, examine all aspects of your operation. I recently was
involved in discussions regarding a company that had service staff entering the
offices of over 30,000 small, medium and large businesses on a monthly basis to
fulfill their service requirements. This company was not in the delivery
business but we did identify a number of opportunities where these service reps
could be used to provide deliver services for other non-competitive companies.
- Is the additional investment minimal both in
terms of money and human resources?
- Does the opportunity have the potential for
synergies beyond just revenue?
- There may be circumstances where
your organization can provide a service that may not directly generate revenue
but strengthens your brand, competitive position, customer relationships or
provides opportunities for you to generate new challenges for underutilized staff
or management that you may be at risk of losing.
Here are some examples based on my experience that you may find helpful:
1. When I was in charge of Trader Classified Media in
Quebec, we published close to 75 classified advertising magazines, directories
and associated websites that provided Quebec businesses and consumers with
critical data on the used car, truck, recreational vehicle, motorcycle, boat
and real estate markets. These publications and their websites were highly
regarded sourcing tools or buying guides for anyone wanting to purchase
previously owned items. The Trader products and services were the market
leaders.
The business model
was very simple. Gather photos and data on used inventory from consumers and
dealers and publish it in appropriate publication or post it on the appropriate
website. Every week, thousands of products were advertised. The company
maintained some of the largest databases in Quebec on vehicles and real estate.
Some creative folks
in the Quebec operation identified a unique opportunity to generate additional
revenue using this data that they were already collecting. Trader negotiated
with the government to be the government’s source of pricing data on used cars
in the province. At that time, in Quebec, if you purchased a used car, when you
went to the motor vehicle office to register the car and pay the sales tax, the
government official would go a database to determine the “book” value of the
vehicle and the tax would be based on that “book” value rather than the actual
receipt received at time of purchase. Trader convinced the government that they
were the leading authorities on used car prices and their database should be
the one referenced by the government. The agreed upon arrangement was that the
government agency would have an exclusive online access to a database that was
setup and administered by Trader just for the government. The online database was
constantly updated and it was accessed daily by several Quebec government
departments.
The revenue
generated from this online data management arrangement was significant and the
margin was impressive for the following reasons:
- The data was already being collected due to the
nature of Trader’s ongoing mainstream operations.
- There was very little additional administrative
expense required to operate this ancillary business.
- The service was provided online so there were
none of the usual publications costs involved.
Keeping in mind that
this data was being used to determine the true market value of a used car or
other vehicle, it was in the best interests of the used car dealers to ensure
that whatever price they charged for the vehicle it was consistent with the
price sourced by the government office when the buyer went to pay their sales
tax. While the dealers could not have access to the actual online database,
they were given the opportunity to subscribe to a service whereby each month
they would receive a pricing directory which was basically a download of the
database done every 30 days. Needless to say almost every used car dealer in
Quebec subscribed to this print service. In addition and annual pricing
directory was made available to consumers through retail stores.
Here was a case
where the data was originally sold to Trader by the consumer or used car dealer
through the purchase of an ad. The data was then resold to the government and
again to the dealer as well as the consumer. When you think of it, from the
perspective of those consumers and dealers who paid to advertise their vehicles
in Trader’s publications, they were in effect rebuying the same data they had
paid Trader to advertise.
2. The real estate market provided another
lucrative opportunity. We published approximately 24 real estate titles in
Quebec. The primary advertisers were real estate agents selling residential
properties. The site we operated was called Visinet. This site was the third
most visited site in Quebec after MLS and, I believe, ReMax. The main reason
for the site’s popularity was the nature of its content. The site advertised
real estate from any agent or agency that wanted to advertise. Unlike most
other sites, such as Remax, our site was not restricted to carrying product
being sold by one company. Consumers liked the site because they could search a
large portion of the real estate market by visiting only one site.
The site attracted a
large number of real estate agents of all sizes. Many of the real estate agents
who advertised had limited, if any, web presence beyond their involvement with
our site. While this was good for our business, we realized that eventually
they would want to have their own web identity and when that happened they may
reduce their commitment to our site. We therefore decided to offer web
development and web hosting services to individual real estate agents. This
business had a lot of benefits for us
- We managed to get additional revenue from the real
estate professionals that we were already dealing with.
- We kept these agents “in the family” as we
helped them develop their own web identities. This allowed us to continue to
nurture existing relationships and identify value add opportunities.
- Even with their own websites, they tended to
stay committed to us because we could constantly offer upgrades to their web
capabilities that they could not afford to do independently.
- Their exposure on Visitnet drove traffic to
their own site but they liked the synergy of having their business exposed on
both sites.
- This made good business sense to us because we
already had made the investment in web development and hosting assets. To do
this work for the agents was not a huge strain or require significant
additional cost. The real estate professionals selected their web design from templates
we had pre-designed and hosting requires very little administration or cost. It
provided us with opportunities to better utilize existing staff or add new staff
that we could not have rationalized based on just our internal requirements.
- The value adds we were providing solidified our
customer relationships.
- We created additional revenue opportunities for
sales staff.
3. I was the head of business development for a
market leading conference management organization. They organized over 100
conferences per year. The attendees at their conferences were professionals
mainly lawyers, investment bankers. While their events were well attended, they
realized that in any given firm only 1 or 2 professionals would attend an
event. Efforts to attract more attendees were unsuccessful.
The answer was to assemble the
proceedings from each event into a publication. Wait a few weeks after the
event was over and then make the publication available to others in firms that
had sent a delegate to the event. The rationale was that those who attended the
event would return to their offices and discuss the event. Ideally this would
stimulate a demand for the information from the event. Delegates would be able
to reap the benefits of the knowledge or information they acquired from the
event for a week or two before the opportunity to acquire the proceedings was
given to their colleagues. The proceedings were sold to the colleagues at about
half the price of the event. The only people eligible to buy the proceedings
were members of firms that had sent a delegate to the actual event.
This strategy served
a number of purposes:
- It re-purposed the proceedings providing the
opportunity to generate revenue beyond the event itself.
- The margin of the sale of the proceedings was
high because the costs associated with preparing the publication were quite a
bit less that organizing an event.
- The publication would be passed around within
the respective firm and thus continue to promote not only the event but also
the event organization. Basically the client was paying for the privilege to
promote the event company.
4. I was COO with a new-media company that provided
products and services to the “enterprise software development” community. Their
website was an intriguing example of ancillary revenue generation. Those who
contributed content to the site were paid based on a fee schedule that had
fixed and variable elements. The company broke their content into categories
(articles, news posts, interviews etc.) established a core value on each
category (the company established a fixed fee for each type of content based on
degree of effort....e.g. an article was worth more than an interview etc.).
They paid that set amount plus a variable amount based on views of the specific
piece. They would generate approximately 150 new pieces of original content/topics
monthly. Their content just kept getting better and more relevant because they
could continually monitor its popularity and the contributors were motivated to
keep abreast of what were popular topics because it was in their best interests
to give the readers more of what they wanted. The company also aggressively
tagged all content (probably 4-5 tags per topic). The tagging allowed for cross
referencing to items for sale such as online books (most of these books were custom
written just for their audience), lead generation assets etc. They could target
advertisers or product/service providers based on readership patterns. Client
products or ads would be posted on pages where articles or other content
appeared that contained words or phrases tagged to their product or service
offering.
The
company also published e-books. E-book titles were selected based on an
analysis of the traffic. Since the site had a B2B focus, the content of the
books tended to be need-to-know information.
The writers that created the online editorial content were the authors
of the books. Management tracked a given writer’s popularity with readers and
because of their tagging and tracking they could identify which of the writer’s
subject categories were most popular. The
writer would then be contracted to write a book on a specific topic. The books
were then sold as e-books or they could be purchased in print through Amazon.
Companies that sold products or services that were relevant or related to a
book’s content were invited to sponsor the book if they wished. The sponsorship
deal could take 2 forms. One form was for the sponsoring company to pay a
sponsoring fee. The other arrangement would be for the company sponsoring the
e-book to have it made available as a free download but the e-book customer was
required to register for the download and the company sponsoring the e-book got
the registration. The client company paid the site operator for the leads that
were generated.
By exploiting every possible ancillary revenue
opportunity. This company site generated several millions of dollars relying
very little on traditional advertising revenue.
By: Richard Peters
http://ca.linkedin.com/in/richardpeters2/