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Case Study FDM Nov 2023 > Big Picture > Flashcards

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1
Q

What is your name?

A

Stockard Matelier

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2
Q

Who do you work for?

A

Newell Mast

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3
Q

What proportion of sales are expected to be online retail at 2028?

A

53%

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4
Q

How Many agencies are in the industry currently (approx.)?

A

8000

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5
Q

How much Martech and AI software’s are available (approx.)?

A

10000

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6
Q

When was FDM founded?

A

2016

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7
Q

What is the proportion of SEO work by FDM?

A

20%

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8
Q

What is the proportion of Paid Search Management work by FDM?

A

40%

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9
Q

What is the proportion of other services by FDM?

A

40%

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10
Q

In 2022, what is the total number of staff?

A

85

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11
Q

What is the director charge out rate in 2022?

A

£215

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12
Q

What is the manager charge out rate in 2022?

A

£115

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13
Q

What is the team leader charge out rate in 2022?

A

£90

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14
Q

What is the team member charge out rate in 2022?

A

£60

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15
Q

What are some of the downsides of the billable pricing approach?

A

adversarial client relationship, large clients resist increases or demand discounts

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16
Q

Which pricing method is seen to reduce the client churn rate?

A

performance based pricing

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17
Q

Which pricing method is higher risk but often higher reward?

A

performance based pricing

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18
Q

Which pricing method is only sometimes negotiated by clients and is a risk for FDM if costs overrun?

A

fixed price

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19
Q

How to work out lifetime in years of a client?

A

1/churn rate

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20
Q

How to calculate client LTV?

A

Expected GP x Potential Lifetime of Engagement

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21
Q

LTV - what should be considered when taking on a new client?

A

clients often cost more in early stages of development, billable hours could be uncompetitive, uses estimated churn rate

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22
Q

What’s the revenue mix in 2023 from major to small client sizes

A

25%, 25%, 24%, 26%

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23
Q

What is the closing cash balance in 2022?

A

£1,757k

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24
Q

What kind of work do FDM provide for Compere?

A

SEO under Billable Hours

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25
What is the current annual revenue for Compere?
£25,320
26
What kind of work do FDM provide for Sublime?
SEO under Billable Hours (heavily discounted rates) and Paid Search Management which is Performance Based
27
Who has expressed interest in the FDM Shares?
Big Bison
28
What would be the strategy likely employed by FDM is they were to sell to Big Bison?
"Pump and Dump"
29
What does the staff attrition KPI not include?
staff who leave and join in the same year
30
What are the main operational improvement suggestions?
invest more in "martech", exit interviews for staff, staff attrition KPI updated, strategically understaff the business, allow more home working, potential move to Manchester
31
What is the non-billable time allowance given to staff?
15%
32
How many directors are there in 2022?
5
33
How many managers are there in 2022?
7
34
How many team leaders are there in 2022?
10
35
How many team members are there in 2022?
63
36
What is the average salary including bonus in 2022?
£45.4k
37
How is AMFIH calculated?
total revenue/ total headcount
38
What is the relationship between revenue and headcount?
strongly linear
39
If FDM have a 35% growth in headcount and revenue, what would the staff headcount be at the end of 2023?
115
40
What are the two key risks to FDM?
client churn and margin dilution
41
What are FDM's strategic goals?
award winning service levels, highly engaged staff, broad mix of satisfied and profitable clients
42
What are the other risks to FDM?
failure to win new clients, missed staff recruitment and attrition targets, London office short term lease, inappropriate use of confidential data
43
What were the financial results of Collective Link when Big Bison acquired them?
Operating profit £3.8m (30% margin), CAGR 20%, revenue doubled since 2018
44
What is the martech platform detailed in the media coverage?
Jetstream - global remote working AI driven reporting and analytics & high levels of data encryption
45
What percentage of mattresses are purchased online (Sublime)?
50%
46
Where are FDM advertising for new job roles?
London
47
What does the research article published by Camford University Business School state?
Employees have greater power, "quiet quitting" is increasing
48
What percentage of UK workers are said to be "quiet quitting"?
30%
49
What are the 6 key reasons for staff leaving over the past 6 months?
Job not what was promised, Long hours, Boring Work, No time to take holiday, No recognition, Micro-management
50
What are the 6 key reasons for staff staying in the digital marketing sector?
flexibility, work-life balance, job satisfaction, opportunity for career progression, recognition, rewards
51
What may happen if the business is strategically understaffed?
the "right" individuals stay on and the "wrong" ones leave
52
How much lower are salaries in the North of the UK in comparison to London?
20-25%
53
Who is most against the proposed sale to Big Bison?
Jerzel
54
What target of social media followers has Brienne just surpassed?
1 million
55
What are the risk management techniques proposed?
monitor client mix (25% per client size), offer flexible pricing (to improve profitability and client retention), reduce pitch costs and gain clients through reputation, focus on high-margin activities
56
What's the average client churn rate in 2022?
15.2%
57
What is the target AMFIH for 2023?
£8.1k (same as 2022 as both revenue and headcount are forecasted to increase by 35%)
58
What do all new billable staff have to do on joining FDM (unless they have a proven track record of experience)?
6 week induction training programme
59
Who is part of the staffing committee?
1 manager, 1 team leader and 2 team members. They meet monthly with Zizi and one other director. The members of the committee are elected each year.
60
What did Brienne agree for HSG?
she reluctantly agreed to sign them on under the performance based method. A perk for her was the beneficial reputational impact for her personal brand as she would be promoted as a supporter of organisations with a social mission.
61
Who is the full service agency based in Manchester named as a competitor?
Collective Link
62
Who are the two digital marketing agencies based in London named as competitors?
Tribalist and Bracket
63
What is Brienne's shareholding (managing director)?
35%
64
What is Jerzel's shareholding (sales and technology director)?
30%
65
What is Jai's shareholding (Finance director)?
25%
66
What is Zizi's shareholding (HR Director)?
5%
67
What is Ron's shareholding (Operations director)?
5%
68
What is an issue with FDM being more socially and environmentally responsible?
tension with clients who do not share FDM's views
69
How to most and large agencies differ when in comes to media buying?
most agencies pass cost on to client, large agencies have buying power so can make a margin which is included in their reporting revenue
70
What are some ways in which martech has transormed marketing?
process of buying and selling digital market space, automation of marketing copy, AI driven CRM systems
71
What is the main legal and regulatory requirement to consider?
GDPR which require organisations to obtain explicit consent from individuals before using personal data
72
What has the compound annual growth rate (CAGR) in the digital marketing sector over the last ten years?
10%

Case Study FDM Nov 2023 (1 decks)

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