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Strategic recommendations to achieve

business growth

Executive Summary
As student consultants we were tasked with finding coherent ways in which Welltime can

increase brand awareness, tap into new markets and ensure that the launch of their new mobile

app is successful. Throughout this report we have broken down recommendations, full with

justification, of the steps Welltime should take in order achieve their goals and put them on

track to achieve the founder’s dream of becoming the ‘Amazon of appointment booking’.

Moreover, this report highlights key restraints to business development with solutions, and uses

business analysis tools to discover areas in which improvements are required. Ultimately,

guidance is offered on how to best utilise social media channels and which markets to target

first for AppointMentor Generic, while the suitability of the GP market is assessed.
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Contents
Executive Summary 0

Contents 1

Introduction 2
Background 2
Our Aims & Objectives 2

Strategic Analysis of Welltime and Competitors 4


Business Model Canvas 4
SWOT Analysis 5
PESTLE Analysis 8
Business and Competitor Analysis 9

The Effect of Social Media 12


Impact of Visual Content 12
Impact on Consumer Buying Behaviour 12

Our Recommendations 14
Social Media Strategy 14
Penetrating GPs 21
AppointMentor Generic 23
Markets To Target First 23
How To Target Them 25
Treatwell 26
General Strategy Recommendations 27
Improving Marketing Direction 27
Website Improvements 29

Timeline 30

Conclusion 32

References 33

Appendices 36

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Introduction
Background

Within the course Entrepreneurial Ventures we were tasked with applying our business

knowledge to carry out a consultancy project lasting seven weeks. Our responsibility was to

examine Welltime on a micro and macro level to gain insight into your market, provide an

external perspective and recommendations on how you can achieve growth.

Welltime was described by you as a software-development company with 300 customers in the

dental industry gained through conferences. You wished to explore new social media channels

and to penetrate the GP market. The objectives of the project were to create a social media

strategy for sales and marketing of Welltime solutions to dental and GP practices in the UK and

also discover which markets to target first with AppointMentor Generic.

Our Aims & Objectives

In this report, we firstly provide a strategic analysis of Welltime using various analytical tools,

before thoroughly examining two of Welltime’s main competitors – MyDentist and Toothpick.

Using the gained insight to Welltime’s environment we propose a tailored social media strategy

to establish the name and brand of Welltime; including the platforms Welltime should use and

how they should be used. Opinion on entry to the GP market and strategy for implementation

of AppointMentor Generic are also provided. Furthermore, we suggest general strategy

recommendations which we perceive as vital in implementing the new strategy. To ensure

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clarity and to enhance the possibility of prosperous implementation of our recommendations,

we later divide our recommendations into a timeline of short, medium and long-term goals.

The aims of this report are to:

1. Provide recommendations which are ready to implement to help Welltime eliminate

their weaknesses and take advantage of opportunities


2. Provide a social media strategy to increase brand awareness among service users, both

professional and nonprofessional


3. Assess the possibility of penetrating the GP market
4. Provide targeting advice for AppointMentor Generic, and Welltime as a whole

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Strategic Analysis of Welltime and Competitors


Business Model Canvas

The Business Model Canvas is a useful tool which aides comprehension of how a business

intends to make money, through visualising it in terms of nine distinct building blocks

(Osterwalder and Pigneur, 2010). Figure 1 shows Welltime’s current state, while Figure 2 also

includes our proposed recommendations so you can see how our ideas will change Welltime if

they are implemented.

Figure 1: BMC before implementing our recommendations

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Figure 2: BMC after implementing our recommendations

SWOT Analysis

Using the SWOT framework, we note the biggest challenges and opportunities Welltime are

facing. This information is explained below, while analysis of before and after recommendations

are implemented, are provided in Figures 3 and 4.

Strengths: Welltime provides user-friendly software that functions 24/7, is reliable and

adaptable.

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Weaknesses: Welltime are currently overwhelming themselves and should adhere to a more

manageable timeline. By tackling too much at once, this is giving competitors an advantage as

Welltime lack focus. Segmenting the market is essential, though Weltime do not have a separate

strategy for different segments (E.g. gender, age). Marketing and use of social media is

neglected while delegation is lacking with individual roles needing definition. Having two

websites is confusing and customer relations are not systemised.

Opportunities: Welltime’s brand name can become more established with the release of

AppointMentor Generic, if taken advantage of properly by hiring a marketing employee. Since

Toothpick (one of main competitors) have not been active on social media for the last two years

there is a huge opportunity to take advantage of their absence to promote their own brand, and

connect with service providers. Through use of social channels, Welltime have the opportunity

to contact companies and potential customers in a systematic and focused way.

Threats: MyDentist and Toothpick are the largest threats at the moment. They are growing

rapidly and could drive Welltime out of the market. The software is not patented which means it

can be easily imitated by others. However, the biggest challenge of Welltime is caused by their

blind ambition - trying to keep up with their vast amount of goals is leaving them resourceless,

and short of competition.

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Figure 3: SWOT before implementing recommendations

Figure 4: SWOT after implementing recommendations

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PESTLE Analysis

Figure 5: PESTLE
Analysis

Due to their relevance to our recommendations, we detail social and ecological external factors

which could affect Welltime. Socially, it is important for Welltime to assess their position against

current trends detailed on faithpopcorn.com. Technology is everywhere and people are heavily

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dependant on it. With everyone owning a smartphone, using the internet and developing a

preference to have everything they need without delay there is definitely demand for

AppointMentor in the market. As we live in a fast-paced world where people have to work hard

and have a lack of free time there is a tendency to buy affordable luxuries for ourselves as

compensation for our hard-work. AppointMentor Generic will be addressing this global trend.

What’s more, from an ecological perspective, research has shown that being socially

responsible has positive/neutral effects on customer satisfaction and brand awareness.

Engaging in CSR activities in the future and posting these on social media would be helpful for

building a positive image in the eyes of consumers, something which competitors are already

doing.

Business and Competitor Analysis

Competitors

At least in the short-term, the main perceived competitors identified by Welltime are MyDentist

and Toothpick who both also provide online appointment scheduling for dentists.

Figure 6: Competitor Comparisons

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Below, we used similarweb.com to analyse the websites of Welltime and their competitors

(further elaborated in Appendix 2). From this, we suggest reasons why differences occur, in

addition to what Welltime should do to narrow them.

Figure 7: Website analysis

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Figure 8: Traffic channels

From analysis of this data it becomes clear that there are significant areas Welltime can improve

such as increasing organic searches (through brand awareness) and utilising social media to take

advantage of competitor shortcomings. If these aspects are improved, more traffic will be

driven to Welltime’s website - resulting in greater awareness and sales.

The total visits on My Dentist's website from July to September is higher than that of Toothpick

and Welltime, most likely due to greater brand awareness. The average visits duration shows

the interest people show in your offerings on the website. MyDentist is also leading in this

aspect followed by Welltime and Toothpick. The pages per visit percentage for Welltime is

higher than that of competitors, showing audience intent to navigate pages to find relevant

information. All three companies have bounce rates lower than 40% which is excellent, but

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Welltime have the best - perhaps due to their high percentage of referrals (strong customer

relations) and direct channels (from attending exhibitions). However, organic searches are much

lower than competitors, despite Welltime’s high SEO ranking. This is perhaps due to their strong

brand awareness - which Welltime should in turn improve. All three companies gain very minor

traffic from social media. Welltime do not post engaging content, Toothpick haven’t been active

for two years while MyDentist is currently trying to increase their social media presence,

particularly through Facebook where they’re using campaigns to raise the importance of dental

care. In light of this, Welltime have the opportunity to fill the gap left by Toothpick, and by

following the recommended social media strategy, gain an advantage over competitors by

utilising it extensively.

The Effect of Social Media


Impact of Visual Content

Visual content is more relevant than ever nowadays. People don’t want to read copious

amounts of text - they want it to be concise and visualised to them. As Kim (2015) summarises,

“visuals are memorable and effective, because they help people process, understand, and retain

more information more quickly.” Consequently, simple adjustments like including images in

posts result in 650% higher engagement, while product videos make people 85% more likely to

buy the product shown (Kim, 2015). What’s more the preference for video content (such as

that on YouTube) has been cited as vital for teaching/learning (Clifton and Mann, 2011). In turn,

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we strongly advise that Welltime invest in video teaching to inform potential customers of the

value of Welltime’s software solutions - stressing the benefits, not just the features of your

products. In a society with drastically reduced attention spans, it is key to provide engaging,

relatable content which can catch the attention of potential consumers within 8 seconds

(Greenwood and Quinn, 2017). Welltime’s decision to take advantage of this is key to increasing

sales and brand awareness.

Impact on Consumer Buying Behaviour

By engaging in social media it will offer different values to Welltime, such as enhanced brand

popularity (de Vries, Gensler & Leeflang 2012), it will facilitate word-of-mouth communication

(Chen et al. 2011) and aid in increasing sales (Agnihotri et al. 2012). Social media has

drastically changed the way consumers and marketers communicate with one another.

Therefore, it has had a major impact on consumers buying decision and product evaluations.

Consumer’s now tend to use social media as a tool for online shopping or finding out

information on a certain company. Miller (2010), found that 70% of consumers are visiting social

media to get useful information, 49% of them made the decision to purchase a certain product

and 60% of consumers prefer to share their information about the products with others online.

Hence why if a firm’s online activity is low, consumers tend to not trust the company and

instead choose a competitor who are more active.

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Our Recommendations
Social Media Strategy

At the moment, Welltime have a massive opportunity to take advantage of their competitors

shortcomings in social media usage. Competitor statistics show (in terms of likes/followers) that

these mediums are popular among consumers, but the lack of traffic deriving from them shows

they are not being used effectively - something which this strategy looks to take advantage of.

Through effective use of social channels and segmentation within them, Welltime have the

potential to grow their brand significantly and market to service providers extensively and so to

take advantage of it, work should begin from January 2018. Below, we suggest ways to segment

the market, explain the need for consistency across platforms and which channels to direct

resources to, before exploring them individually in more detail.

Firstly, we recommend that to fully utilise the resources social medias offer, Welltime should

segment the dental market by gender and age. Since the majority of dental graduates are now

female (The State of General Dental Practice, 2013) and it is estimated that by 2020 over half on

dentists will be women (Macey, 2014), Welltime should take advantage of this trend - targeting

women in particular when marketing and generating social media campaigns. Moreover, it is

recommended that Welltime look to segment dentists based on their age, as younger dentists

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are likely to be more receptive to Welltime’s offerings, while service users should be targeted in

order to reach older dentists.

Across each social media channel, Welltime should generate consistency, with the goal of

maintaining a consistent presence across four platforms: Facebook, YouTube, LinkedIn and

Twitter. In social media marketing, the analogy ‘less is more’ means that by concentrating

resources on a limited number of platforms, increased user engagement can be achieved (Pare,

2017) and different target segments can be reached effectively. Social media provides a unique

way for Welltime to appeal to older dentists, who tend to be ‘dinosaurs to change’, by targeting

their service users who will in turn put pressure on them to provide Welltime’s services.

Welltime should also strive to create content that is fresh, frequent and includes incentives for

participation (Ashley & Tuten, 2014) in effort to engage consumers. To do this, Welltime should

develop a posting strategy, allowing new content to be regularly added to the each platform.

This way, it is not necessary to create new content daily as posts can instead be generated

weekly with publishing scheduled in advance - ultimately utilising resources more effectively.

Each post should be customised for the platform and audience to which it is intended, while still

maintaining the same message.

In addition, we recommend that Welltime make use of a social analytics platform such as

Keyhole or Buffer which allow monitoring of user engagement, optimal posting times, length

and other metrics - allowing the marketing strategy to be adjusted accordingly.

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Below, each social platforms uses and effects are summarised before further explanation is

offered.

Figure 9: Platforms, recommended uses and effect

Figure 10: Social media usage

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Facebook

With just 443 likes, Welltime presence on Facebook is overtly restricted, lagging significantly

behind competitors. Content posted on Facebook is rarely informative, engaging or indeed

relevant which is perhaps why posts fail to get many likes or comments. Moreover, there is a

lack of posts in general - something which should be immediately amended.

Facebook offers a unique opportunity to businesses to master the art of engaging content to

convert visitors into buyers. (DeMers, 2015). Welltime should ensure their posts are related to

their product offerings, information about dental practices, conferences they attend, with

campaigns being run too. Offering special packages/discounts for buying bundles will increase

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awareness and engagement among viewers, ultimately resulting in more traffic being directed

to Welltime’s website - in which viewers can discover more information, and be converted into

buyers. Moreover, by joining relevant groups in which service providers are members, Welltime

can introduce their offerings there - to directly engage target segments.

We also recommend that Welltime make extensive use of Facebook Ads to target new clients

and consumers. Since Facebook Ads allow businesses to target particular segments, Welltime

would appear in relevant newsfeeds and could tailor their adverts to target the segments which

are most likely to act on it, such as young dentists and women who tend to book more

appointments online than men (Marie, 2011). Facebook Ads also allow Welltime to tailor their

campaign based on their objectives (i.e. increasing conversations or brand awareness). What’s

more, Welltime should offer consumers the chance to win prizes or discounts incentivising users

to like and share Welltime’s page, thus allowing Welltime to reach larger audiences, in turn

increasing brand awareness.

YouTube

As mentioned, visual content is more relevant than ever nowadays in the lazy society in which

we live. It is something which competitors are taking advantage of and thus, Welltime’s lack of

presence on YouTube is holding them back from engaging with consumers who want to engage

with visual content.

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YouTube videos can be utilised in various fashions, such as product teaching through

demonstrations, stressing benefits of using their product with humorous and engaging content

(see Appendix 3 and 4) or through testimonials from customers. Videos should be short and

grab attention quickly so to leave consumers wanting more while also providing an ask (i.e.

what you want them to do). This ‘ask’ could be “Check out our Facebook page for 10% off” or

“Want this for your business? Click here for more details” and can be addressed through

providing links to Welltime’s website and social channels. Simple additions like this would

increase chances of converting visitors into buyers.

To increase awareness of this media, videos should also be shared and marketed on other

platforms such as Facebook. For example, a video demonstration of how AppointMentor works

from a dentists point-of-view, with corresponding information on purchase and other offerings,

could be posted on Welltime’s YouTube channel, shared on their Facebook page and dental

groups and LinkedIn as a post update - extending the reach across medias.

LinkedIn

LinkedIn can be a true game changer for B2B companies (Demers, 2015), particularly since it is

now the most significant platform for B2B marketers, surpassing Facebook (2015 Social Media

Marketing Industry Report). Therefore, when attempting to reach service providers who could

benefit from Welltime’s software solutions, it is a powerful tool in making new connections with

dental practices, generating leads and at the same time brand building.

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Welltime would establish connections with the moderators of various dental groups, aiding

Welltime’s promotion of their offerings to the service providers within them (Murphy, 2013).

LinkedIn would be be employed as a way of raising brand awareness and marketing to service

providers through connecting with people in targeted industries and using one-to-one

communication to introduce Welltime and understand their needs. Afterwards, information on

product offerings would be provided, highlighting the benefits of using their software over

competitors, and the value which solutions such as AppointMentor can provide their

companies. A consistent presence should be afforded on LinkedIn, and all social channels so to

regularly be in the minds of followers.

Twitter

With over 320 million monthly active users, Twitter is an extremely significant platform in which

Welltime could make huge gains, particularly from customer service and relationship building

perspectives. Not only would Welltime be able to follow various dental practices and establish

relationships with them through retweeting and them following back (therefore meaning

practices will see future posts and perhaps be engaged to purchase software), Welltime can

post their own content, similar to that on Facebook, to let followers know which conferences

they are attending and current discounts/deals. Additionally though, Twitter is distinctive in its

use of hashtags in communication. Simple hashtags such as #AppointmentsAtEase,

#WelltimesTheNewTime or #JustAClickAway could drive extensive traffic to Welltime which can

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be converted into sales if other recommendations (in regard to website improvements) are

adopted. Their utilisation could positively impact brand and product awareness and engage

consumers online with their offerings - something which would be invaluable since it is currently

unclear without extensive reading what Welltime actually provide to customers. Moreover, to

increase the likelihood of retweets, posts should be kept brief but informative while power

words such as ‘best’ and ‘fast’ should be used in hashtags since they offer value and appeal to

more people (Goter, 2016). Interaction with major players in the industry through tagging will

also engage a larger audience, and thus brand awareness.

However the main function of Twitter for Welltime should be from a customer relations

perspective. By ensuring a constant presence online with quick response times, Welltime can

neutralise problems and complaints efficiently, while also being able to provide immediate

responses to any customer queries or reviews - conveying the message that customer

experience is important to their brand, and any problems will be addressed in a timely fashion.

What’s more, in addition to responding to user generated content, Welltime can also use this

platform to engage customers, asking followers about their products in where they succeed or

could improve to gauge customer perceptions (Goter, 2016). People love to give their opinions

and share experiences so letting them know they’re being heard and their experiences matter, is

crucial to building a strong brand identity.

To measure the success of our social media recommendations, we find that the increased

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number of likes, comments, followers, shares, subscribers and tags are the most obvious

indicators. Google Analytics should be used to see how much traffic is coming to the website

and from which sources etc. (branddignity.com) Welltime should be attentive to consumer

responses and accordingly edit the content and adverts. Additionally, sales figures would be

suitable to measure the effect of our suggestions on business’s financial performance.

Penetrating GPs
Of the markets Welltime wish to enter, GPs are the most significant. Although this market would

be a lucrative to enter since there are around 954 GP practices in Scotland alone, with

5,698,618 people having access to these practices (Information Services Division Scotland,

2017), we recommend that Welltime view this as a long-term opportunity, focussing on more

achievable short-term goals and building brand awareness first.

While the motives, financial and historical, of entering this market are clear, there are significant

realities that should be faced. There is a preconception that Welltime must enter the market

now as it could become saturated by competitors if they do not. However, although government

reforms in 2014 set targets of 90% of GP practices providing online appointment booking by the

end of 2017, recent studies have found that health boards are not set to meet these targets and

much work is needed to achieve these goals (Reform Scotland, 2017). What’s more, Welltime

are already aware of the bureaucratic nature of the NHS, and devoting their already thin

resources to penetration of a market that will not provide immediate return, is nonsensical.

Entry to this market now would require time and focus that Welltime cannot currently afford

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when trying to pursue other goals, and thus should not be underestimated. Instead, focussing

on activities that allow immediate expansion will allow Welltime to build their brand, expand

their team and increase their resources in preparation for the eventual entry, perhaps in 2019,

to the GP market.

If Welltime see GP market entry as a long-term goal and first devote resources to more

immediate tasks such as the launch of AppointMentor Generic and marketing/brand-building

using social media, they will improve their chances of market penetration. Once these

recommendations are carried out, Welltime will have created a more solid base for growth,

strategy and also increased awareness among consumers and providers. Consequently, when

Welltime meet with the NHS to discuss GP practices adopting their software they will have a

greater chance of recognition as a strong brand image will have been developed from applying

the short-term strategies that we propose. Welltime will go into these meetings as a known

brand with an established and proven track record - something which the NHS will find more

difficult to ignore. Additionally, by waiting until after other goals are achieved, Welltime are

likely to have more resources (e.g. people, investment from new source of income) available to

them to successfully penetrate the GP market.

AppointMentor Generic
Welltime are at a unique and exciting point with their business. AppointMentor Generic

represents a huge opportunity for Welltime to establish themselves as major players nationally,

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through expansion into the consumer market, if resources are allocated effectively. To ensure

maximum preparation to entry, Welltime should begin recruiting service providers as early as

January 2018. Below we have broken down which markets we recommend you target first, why

these are your best options and the competition you will face in the consumer-centric market.

Markets To Target First

Welltime’s AppointMentor software has the potential to be adopted in virtually any sector,

however to ensure a manageable entry to the consumer market, we recommend Welltime take

into consideration global trends before making a decision. In accordance, we recommend that

in addition to the dental market which they are already established in, Welltime first enter:

hairdressers/barbers, nail salons and massage parlours. Welltime should focus their restricted

resources on these markets in a restricted area initially (e.g. the West End of Glasgow), so to

provide a service which is useful and valuable for consumers. Once Welltime have become

established in these markets it will become easier to penetrate others, due to the increased

awareness, and therefore demand, across sectors. As well as that, it will allow them to fix the

errors and malfunctions that come up during the launching of the app, ensuring that when they

divert into other sectors, they’ll have an established products with little fault.

Why These Markets?

First of all, these markets have huge clients bases, and in turn are likely to have many users. In

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the UK, there are 38,976 hairdressers/barbers, 1,512 nail bars and 14,454 beauty salons/spas

(Habia.org, 2017). Moreover, more beauty and grooming salons opened on UK high streets last

year than any other type of independent business, with an increase of around 10%

(Douglas,2017). In turn, entry to these markets is a great opportunity for Welltime to enter

those which are still expanding, not in decline.

From analysis of current global trends (faithpopcorn.com), these markets also fit with the trend

of ‘small indulgences’. People feel the need to buy themselves small treats as compensation for

working hard in our fast paced environment. Often these ‘small treats’ involve activities to make

us feel relaxed, look and feel better in our skin, such as hair styling or getting a massage. Hence

by targeting markets that tie in with this trend, Welltime will be reaching markets which are no

longer considered to be a luxury, but as part of everyday living and therefore always in demand.

What’s more, these are markets that have shown that there are willing to adapt to technological

change, adapting to our social environment and using the likes of Facebook, to advertise their

products and arrange appointments over Facebook Messenger.

How To Target Them

Welltime should use the same social platforms mentioned in regard to dentists: Facebook,

YouTube, LinkedIn and Twitter. For instance, joining hairdressing groups on Facebook to

advertise the software and using hashtags on Twitter to get AppointMentor Generic trending.

Welltime should utilise Facebook Ads to increase awareness among service users and providers

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of the value AppointMentor Generic can provide.

Moreover, Welltime can also take advantage of the trend ‘99 lives’ - which says people have fast

paced lives, with too little time and are consequently forced into multiple roles. When

marketing AppointMentor Generic using the likes of Facebook Ads, Welltime can take advantage

of this trend by explaining how their software will make service providers lives a little easier,

affording them more time since booking clients will be occurring automatically in the

background, without them having to confirm themselves.

In terms of segmentation, women should be the main target since 65% of all appointments

made online are made by women while more specifically in beauty salons, 90% of appointments

are made by women (Marie, 2011). Generally, the beauty and grooming industry is dominated

by women so naturally they are more likely to use the app. Moreover, Treatwell, who will be the

main competitors (discussed subsequently) have been successful in their efforts by targeting

women in marketing and image.

Treatwell

Once AppointMentor Generic is launched, the main direct competitor will be Treatwell.

Treatwell are an appointment based website where individuals can book an appointment for

spa treatment, hair and nail appointments. As of November 2017, they allow users to book

appointments in any of 2640 hairdressers, 2083 massage salons and 1570 nail salons.

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Figure 11: Treatwell strengths and weaknesses

Due to the evident customer experience weaknesses of Treatwell, not to mention their

overcharging of service providers, there is a gap in the market that Welltime can exploit by

prioritising customer satisfaction and building great rapport with customers to ensure repeat

sales. By doing this, Welltime have the chance to undercut Treatwell’s dominance by offering

customers a better service which in turn is likely to lead to an increase in users, repeat sales and

therefore profits which can be reinvested to making the app increasingly better, eventually

offering additional features as the owner had speculated.

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General Strategy Recommendations

Before Welltime can proceed with their desires of increasing brand awareness and penetrating

new markets, some fundamental changes should be made immediately so to build a more solid

base to grow from, namely through hiring a marketing professional and improving the website.

Improving Marketing Direction


Marketing is one of the most important areas of since it has the job of ensuring people (service

users/providers) know about your product and the value you can provide to their lives, or their

business. Despite this, resources are not currently being allocated to it, and while resources may

be restricted - Welltime should reallocate resources to support this function as it will be core to

achieving your goals and the success of your strategy. The lack of a marketing professional

within the small team at Welltime is significantly holding the company back from growing and

though attending conferences may result in sales, if Welltime wish to grow significantly (in line

with the vision of their founder) then significant improvements should be made in accordance.

While a full-time marketing manager may currently be outwit the means of Welltime, there are

ways around this appointment in the short-term. To overcome the issue of having restricted

resources, we recommend that Welltime look into either, recruiting an intern part-time or a

graduate full-time for two years whose salary can be subsidised by the likes of ScotGrad or Skills

Development Scotland. Both of these options provide Welltime with significantly reduced

outlays, with fresh eyes, knowledge and skills.

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This employee should then be employed with the task of building awareness across social

platforms. Employing someone to lead the social media strategy, consistently engage with

customers across medias and respond to issues (on Twitter) will be key to the success or failure

of your social media efforts. What’s more, having an employee with the single role of handling

social media will allow: content to be regularly posted, efficient, targeting marketing to women

improvements to customer service therefore taking advantage of competitor weaknesses and

also improving customer service through efficient response to queries over the likes of Twitter -

giving Welltime’s brand and customer service a professional touch. In time, as more resources

become available, we recommend that a Marketing Manager is appointed, in addition to

permanent employment of a marketing team, to lead Welltime forward.

Website Improvements
Another area which would greatly benefit Welltime is through immediate design and structural

improvements to the website. While Welltime’s current websites are visually appealing,

reduction of wordy content and humour will make it more attractive and readable for viewers.

Welltime should consider the research provided in regard to the value of visual content in

today’s world. Clarity and conciseness is vital in holding consumer interest (Pozin, 2012) so by

substituting copious amounts of text for more visual cues, Welltime’s website will be received

better by potential customers. It’s great saying you provide something, but it’s much better

illustrating that visually (Ox.ac.uk, 2017). Though it may seem unnatural to provide less

information, overcompensating has a more negative impact as it overwhelms users (Hollister

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Creative, 2017), consequently discouraging them from reading on and disengaging them with

the product you are trying to sell them. Ultimately, people tend to skim read text so structuring

your site in a more digestible way will be beneficial having a ‘further information’ button at the

end (Ox.ac.uk, 2017).

Additionally, we also recommend that Welltime consider reduction of the humorous aspect of

the site - it is for professionals and it should be portrayed in such a way. Words like ‘awesome’

and phrases like ‘I help keep them out of jail’, while meant lightheartedly, communicate naivety

and unprofessionalism to readers. While these aspects may feel like removal of brand identity, it

will aid your growth as you will be able to grab the attention of the ‘professionals’ you are

looking to target.

Fundamentally, we also recommend that Welltime merge the existing websites together to

create a single website which on entry, allows users to decide whether they are interested in

purchasing software for their business, or are looking to schedule an appointment with a local

service. The current sites do not serve a much differing purpose, nor are they necessary as they

offer no distinct utility to users. Therefore, combining the existing sites will not only will this

reduce user confusion, uncertainty and glide rate to competitor websites who provide a clearer

message, it will also pave the way for the release of AppointMentor Generic and see resources

allocated more effectively. By reducing complexity, Welltime will increase user enjoyment

(Visual Hierarchy, 2017) and in turn create value for users - not confusion.

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Timeline
The core issue Welltime must overcome is their desire to do everything at once. For this reason,

we have provided an easy to follow timeline below of what we believe to be realistic short,

medium and long term goals for the company going forward.

Figure 12: Summarised Timeline

Figure 13: Detailed Timeline

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Conclusion
To conclude, while Welltime have gradually acquired new customers and built strong

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relationships they have the potential to grow at a much faster rate - particularly if they take

advantage of the power of social media and realise the importance of marketing. Raising brand

awareness through these medias, in addition to improvements to the website and adhering to a

more manageable timeline will give Welltime a solid base to grow from at this exciting point in

their business as they look to expand into new markets and offer their solutions to new

segments. Through utilisation of social media in raising brand awareness before launching

AppointMentor Generic in the short-term, Welltime have a great opportunity to massively

expand their business, acquire a foothold in the industry and create a brand which is truly

unique - expanding into all segments of appointment scheduling. If Welltime adhere to the

given recommendations for the strategy, and more broadly for their business, they will be

uniquely positioned to achieve their objectives, and their founders’ dream of becoming the

‘Amazon of appointment booking’.

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Appendices
Appendix 1: Porter’s 5-Forces

Competitive analysis: Toothpick and MyDentist are both companies with a wealth of resources

at their disposal, however their overall product and service, is inferior to Welltime’s, putting

them in a position of power. With intense rivalry like this, Welltime can get ahead of their

competition with high impact marketing campaigns.

Threat of substitutes: Refers to the likelihood of clients finding a different way of doing what

welltime provide. However, due to the fact that they provide a unique software that isn’t easy

and cheap to produce and do manually means that their position is strengthened.

Threat of suppliers: In terms of supplier power, Welltime's position is relatively weak, because

their main supplier - Carestream who provide an extremely unique and niche product (R4) that

will make it difficult for them to switch providers. Therefore, if their partner decides to increase

their prices, there isn’t much Welltime can do.

Threat of buyers: In terms of buyer power, their position is relatively neutral because both the

client and Welltime need each other. Therefore prices tend to remain relatively set with a little

bit off wiggle room to increase or decrease.

Threat of new entrants: It is difficult for new entrants to enter the market, because they will

need to have a significant technology expertise and be familiar with the market. Therefore due

to the strong and durable barriers to entry, Welltime’s position is strong and they have an

opportunity to take advantage of it.

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Appendix 2: Business & Competitor Analysis

Welltime

Figure 1: Website Audience & Visits Over Time (Last 3 Months)

Figure 2: Traffic Channels

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Figure 3: Social Media Channels

MyDentist

Figure 4: Website Audience & Visits Over Time (Last 3 Months)

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Figure 5: Traffic channels

Figure 6: Social Media Traffic

Toothpick

Figure 7: Website Audience & Visits Over Time (Last 3 Months)

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Figure 8: Traffic Channels

Figure 9: Social media channels

Appendix 3: Other Notable Recommendations

1. Slow down, you’re better focussing on less at a time to produce excellence


2. Don’t look to offer everything all at once - app features like being able to buy yoga mats

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when booking your yoga appointment are great...but only once the app is established
3. Ask dental practices to display your logo - it’s easy marketing!

Appendix 4: Example humorous ad

Friend 1: Ouch my tooth hurts!

Friend 2: You should call the dentist.

Friend 1: I don’t need to, I can just book an appointment using AppointMentor Generic in

seconds, 24/7.

Friend 2: No way, I usually have to call and be kept on hold for a long time, which often means

that I don’t go through with the appointment. I’m going to join your dental practice instead.

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