Running an independent digital agency business is a tricky affair in any part of the globe. Speak to any startup agency founder, they would tell you exactly what pain they went through in setting up their company. Poor cash flows & bad debts, intense competition & price wars, fear of losing your business in a minute, lack of skilled manpower & high attrition rates are some of the factors that can demolish all the motivation of any digital agency entrepreneur.
Maintaining high profitability is on the top priority for any digital agency startup, it allows them to stay positive and make better business decisions.
Here are 5 practical ideas for business transformation of any digital agency:
Focus on your core digital service offering
Most of the “so called”, “integrated”, “one stop shop” digital agencies make this mistake of offering everything and they eventually end up offering nothing. While the idea of an integrated service offering is indeed a great one, but to deliver it successfully to clients, is a different ball game altogether.
While strategy lies at the heart of everything, it is very important to know if your creative, media or technology talent is your core strength. For better operating margins, focus on your core services in which you can scale your operations, hire more talent and add new clients easily.
Make technology your best ally
When it comes to productivity, most of the digital agencies in India are way behind their global counterparts. It is ironical to see that most of the digital teams are still using archaic processes to deliver client’s work. In most of the agencies, productivity & collaboration tools are still considered to be way too tech-ish. Agency owners must understand that technology is not just an enabler but can lower the cost of operation significantly.
Breed entrepreneurs, not just employees
I am sure, most of you would just dismiss this as a nice joke but let’s face it, attrition would continue to haunt you in your agency business. Even increments and appraisals can’t stop people anymore. After all, we are living in the times of “Entrepreneurship” & “Startups”.
The new breed of employees is looking for exponential growth in their careers, and they are prepared to do anything for it. However, if you build a culture of ownership and entrepreneurship in your organisation, chances are you would get to retain your best talent who would eventually earn you a lot more revenue in the future and at the same time, save you the cost of training new talent.
While it is always good to have big retainer clients in any agency business, but not every agency can have that luxury. However, what is more important is to have a practical view of your business and the market. Unlike any product based business, it is difficult to quantify what you are selling in a service business, but there is a way in which you can quantify it for real, i.e. by calculating the effective man hours of your employees for which you are paying them. Companies like Accenture have mastered that art for ages.
Find out how much business you need to generate, in order to utilise 100% bandwidth. This would give you a break even point, beyond which you can maximise your operating margins. Small time agencies lack the vision to think big and hence could not visualise the whole canvas. They spend most of their time worrying about how to find their next big client. The solution lies in looking at people’s time just like any other tangible product.
Get innovative, find something tangible to sell
If you’ve been to a grocery shop, you would understand what I am talking about. Grocery shops in India sells a lot of side items (like wafers, snacks, newly launched products etc.) for which they pay only after those products are sold. It’s the real estate which those brands wants to occupy to sell their products. Guess what, something similar is also possible in the digital space. While you are selling your digital services, you can also sell different marketing products of tech companies & startups like their CRM, marketing cloud, social listening tools etc. Not just it would position you as an advisor and thought leader in the market, but it would also create a parallel revenue stream for the agency.