Barter Mag For businesses who connect
OPTIMAL
COMMUNICATIONS LOOKS TO THE FUTURE W I T H BA RT E RC A R D plus top business trends for 2015 cashless property deposits on Bartercard island escapes: say hello to samoa
Issue 5
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In this issue
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Published by Bartercard Australia Level 2, 121 Scarborough St Southport Qld 4215 1300 BARTER (1300 227 837) bartercard.com.au
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MESSAGE FROM THE CEO A BERRY BRIGHT IDEA - GROWING MARKETS WITH BARTERCARD OPTIMAL COMMUNICATIONS LOOKS TO THE FUTURE WITH BARTERCARD HOW TO SELL $30,000 OF STOCK ON MYBC WITHOUT GETTING OFF THE COUCH TOP BUSINESS TRENDS FOR 2015 CASHLESS PROPERTY DEPOSITS WITH BARTERCARD PEACHES & CREAM HITS THE SWEET SPOT WITH BARTERCARD
20 18 16 18 20 23 24 25 26
POPUP STORES – RE-THINKING THE RETAIL SPACE DISRUPTIVE BUSINESS MODELS ISLAND ESCAPE - SAY HELLO TO SAMOA GET YOUR TRAVEL FIX ON BARTERCARD WHAT IS BARTERCARD? BARTERCARD STACKS SAVINGS IN CONSTRUCTION BUCQI - A BRAND NEW REWARDS APP TO ATTRACT MORE CUSTOMERS
Message from the CEO
W
e live in a fast-paced world where business and technology is constantly evolving, and what worked yesterday might not work today. The only way to stay on top is to keep up and it’s the entrepreneurs who are the most adaptable and responsive to change that are the most successful. This issue of BarterMag contains a stack of great articles, covering new trends in business, to leaders who have shaken up their industries and broken convention by offering a disruptive solution in the market. Disruptive business models that require fewer resources to undercut bigger companies aren’t just successful because of lower capital requirements. Where the structure and rigidity of big business precludes fast action and execution, smaller disruptive models with less corporate layers are coming out on top, catering to customers in faster and more convenient ways. In 2015 digital marketing continues to influence the way we receive information and reach our consumers, and you will see this is a recurring topic in our latest issue. Today more than half of internet users go online to assist their spending decisions, so if you are not in the digital space, you are missing out on a big slice of your market. Shop any reputable brand and you will see its website, social media and stores are all strategically aligned to lead the customer to spend. Having a targeted digital strategy in this day and age is just as important as having the right people around you in business and the right collaborations in place. For Bartercard, 2015 has been all about diversifying our brand, branching out to new markets, and catering to consumers in new and unconventional ways that will attract more customers to our members. We have some exciting plans in the pipeline that you can read about inside. I hope you enjoy the read and the brand new look of BarterMag. But most of all I hope this issue inspires and re-energises you to step outside your comfort zone, and ask yourself how you can change the conventional way of doing things to create new market solutions. Using Bartercard can have a profound impact on growing your business and reshaping your industry through access to a network of 24,000 members world-wide.
Best regards,
Clive van Deventer CEO Bartercard Australia
C O N S E RV I N G
C A S H
A berry bright idea Tasmanian Gourmet Sauce Company is a haven for overseas markets Seeing a gap in the market for locally-made fruit sauces 21 years ago was a light bulb moment for Tim and Julie Barbour, whose venture Tasmanian Gourmet Sauce Company has seen a boost of more than 400% in visitation to their tasting grounds and 300% in export to international markets. The artisan label makes a range of hand-crafted signature jams, savoury sauces, chutneys and mustards which are exported to six countries and pull in visitors from the region’s thriving tourism sector. We spoke to Tim about the business and a recent expansion on Bartercard.
T E L L U S A B O U T T H E C O M PA N Y ’ S J U M P I N V I S I TAT I O N A N D E X P O RT. “Hong Kong is our biggest market for coach visitation which has jumped by about 400% in the last four years. We used to have an average of three visitors a week from Hong Kong, today it’s around 300. We’ve also seen a jump in the Singaporean and Chinese visitors largely thanks to destination marketing and exposure through local tourism. Export-wise Japan is our biggest market – we used to export 3,000 jars every 6 months, today we are exporting 3,000 each month.”
TELL US ABOUT YO U R R A N G E .
T E L L U S A B O U T H OW YO U ’ V E U S E D B A RT E R C A R D
“All of our sauces and chutneys are made from natural ingredients and 90% of everything we use is locally sourced within 80km. We source boysenberries from Tamar Valley, blueberries from Scottsdale, tomatoes from the North West coast of Tasmania and strawberries locally in Evandale. Tasmania packs a rich variety of local produce, and everything we use is premium quality, so if it’s unripened or damaged, we discard it.”
“We joined Bartercard 12 years ago and we enjoy the advantages of conserving cash each time we spend. Within the local community there are 14 other businesses on Bartercard which has created a mini marketplace where we exchange products and services without the use of cash. This is what’s really driven the success of trading. Currently we are expanding our tasting gazebo to cater to the boost in visitors, conserving $15,000 by sourcing materials, paving and building contractors on Bartercard. Conserving this cash has created opportunities to invest into new initiatives, including brand new packaging that’s taking a bigger bite of the overseas market. We’ve recently launched a ‘Tasmanian Devil’ box that comes flat-packed so visitors can easily take it home as a souvenir for family and friends. It’s a simple solution that’s elevating the brand through a combination of overseas appeal and convenience. We’ve also released a corporate gift box for the conferencing sector that’s designed to be custom-branded in company colours and logos, which we are supplying through Business Events Tasmania. Since joining Bartercard we’ve conserved approximately $80,000 in cash.
YO U R L A B E L H A S G R OW N U P S I N C E I T F I R ST STA RT E D… “When we started no one was making a pure raspberry sauce. We sold locally at markets and the brand grew from there. Since starting, we’ve added a savoury selection to cater to a wider market. Singaporean and Chinese markets love the jams, while the Japanese market prefers the mustards.”
Tim Barbour shows new packaging for his products including a ‘Tasmanian Devil’ box which is creating more appeal for overseas visitors. Visit Tasmanian Gourmet Sauce Company at 174 Leighlands Road, Evandale or at gourmetsauce.com.au. Alternatively call (03) 6391 8437.
Tim Barbour joined Bartercard 12 years ago and said he still enjoys the advantages of conserving cash each time he spends. Visit bartercard.com.au for more information on growing your business with Bartercard.
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Optimal Communications SPEECH PATHOLOGY LOOKS TO THE FUTURE WITH BARTERCARD Most of us don’t think twice about talking, but have you ever tried staying silent for a given length of time? If so, you would have experienced (apart from frustration!) how important speaking is in everyday life. Katrine Elliott and her team at Optimal Communications are putting the spotlight on speech, language and literacy impairment by asking the community to ZIP IT UP FOR KIDS, and stay silent for a given length of time. We chatted to Katrine and her business partner, Kerry Myers who recently joined Bartercard to grow their business.
Kerry Myers and Katrine Elliot have developed a client-focused speech pathology practice that integrates vital communication support into the child’s life to achieve their goals.
While most mums crave five minutes of silence, the parents who bring their children to your clinic want to hear the opposite. Can you tell us about what you do? Katrine: Our clinic provides individual, group therapy, parent support and training for children and adults who have listening, speech, language, literacy, voice and eating or swallowing difficulties. Our practice has been supporting the Gold Coast community in speech therapy for more than 20 years and has now grown to include a team of five speech pathologists to offer this service. We have a company ethos dedicated to no waiting lists and accessing services based on the client’s clinical needs, not the speech pathologist’s availability. Our passion for providing this model of
service is based on a clear understanding of the benefits of intensive and early intervention and how this greatly reduces treatment time and achieves the best results for our clients. We understand the hard neurological wiring in the child’s mind that requires correction, and with effective and timely therapy this can be achieved for many communication and literacy impairments. The ‘Phonic All Star’ speech and literacy correction program has been developed to enable this to be achieved in a ‘Willy Wonker’ fun way of teaching, using puppets, brightly coloured activity resources, games and music. The children’s parents also become part of the program and learn how to undertake the home therapy tasks that then speed up the recovery process, time and reduce the expense of time in therapy.
A S S I ST I N G
T H E
C O M M U N I T Y
W E S E E BA RT E RCA R D AS A MEANS TO HELP MORE PEOPLE WITH C O M M U N I C AT I O N I S S U E S Katrine uses hand signals to cue speech sounds based on her ‘Phonic All Stars’ program syllabus.
W H AT ’ S T H E ‘ Z I P I T U P FO R K I D S’ I N I T I AT I V E ? Katrine: We’re taking the first baby steps to develop advocacy support and fundraising for children that is directed towards putting money where the mouth is and giving young kids a chance to shine.
YO U ’ V E R E C E N T LY W E LC O M E D B A RT E R C A R D TO YO U R B U S I N E S S – H OW D O YO U S E E I T F I T T I N G I N TO YO U R WO R K ? Kerry: We see Bartercard as a means to help more people with
The Club Yicketty Yak group therapy program and the Phonic All Star speech and literacy correction program uses a multi-sensory approach to learning which makes it more engaging for children with communication and learning challenges.
communication issues given that there can be long waiting lists to access vital services in the government sectors of education and health. Most speech pathologists working in private practices are small businesses or sole providers and therefore they are limited in the numbers they can take on as clients. We can see the benefit of using trade dollars for everyday running costs, helping us to direct more cash into growing the business and putting resources in place to help more people gain access to support. Expenses that would otherwise use up our cash flow will now be supplemented with trade dollars.
S O I T ’ S A B O U T U S I N G B A RT E R C A R D TO A L LOW G R E AT E R AC C E S S TO YO U R S E RV I C E S? Kerry: We have five therapists at Optimal Comunications and we provide a teaching clinic where our experienced clinicians provide professional development and training. By becoming efficient with our business and clinical model, we are able to open more spaces for Bartercard clients to access therapy from our centre. We achieve this by starting earlier and finishing later, and we have opened Saturday therapy to assist families who struggle due to work commitments.
To learn more about Optimal Communications Speech Pathology and how you can source individual or group therapy on Bartercard, call 07 5528 222, email info@optcom.com.au or visit optimal-communications.com
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AT T R AC T I N G
N E W
C U STO M E R S
Business start-up
How to sell
$30,000 OF STOCK ON MYBC WITHOUT GETTING OFF THE COUCH
H OW D E B BY M A D E $30,000 I N O N E M O N T H A N D W H AT S H E D I D TO S E L L Debby sold her two retail businesses in regional Victoria and started Couch Potato where her biggest selling pieces include smaller furniture and homewares, garden décor, gifts and bedding. As more consumers embrace online shopping, more
Instead of targeting a local market she now supplies
retailers are choosing to solely cater to their market in the digital
to customers Australia-wide through her retail website and
space. We spoke to Debby, a retailer who operates an online
Bartercard’s website MYBC. “The digital space is huge for
business ‘Couch Potato’ and asked her how she sold $30,000
shoppers and it just takes a little creativity to reach them,”
worth of stock on Bartercard’s online trading platform MYBC in
she said.
less than a month. With over 25 years’ experience in sourcing and selling, Debby Phillips packed up her shop front and now focuses on selling online. She follows a simple formula to get the best
“MYBC is free for Bartercard members and will attract new customers who are actively looking to spend.” Debby said she’s used her Bartercard trade dollars
results for her listings. By following these simple steps, Debby
to purchase wholesale items to sell in her business, make
increased the success of her listings on MYBC and attracted new
home improvements and dine out at restaurants.
customers to her business.
AT T R AC T I N G
N E W
C U STO M E R S
DEBBY’S 10 STEPS TO SELLING ONLINE
1 . W R I T E H O N E ST D E S C R I P T I O N S Sending something to a customer that isn’t what you
7. B E C L E A R O N LO C AT I O N A N D S H I P P I N G So many listings only have Australia as the location. But
described is not only a waste of everyone’s time, but it can be
if you’re in Melbourne, the location of the product is listed
damaging to the reputation of your company. Include your
as Australia, and it’s not clear whether shipping is available,
product’s best features within the description. Be concise in giving
customers may be hesitant to buy. Be specific on the location and
your shoppers everything they need to make a purchase on the
clear on whether you ship.
spot, including the brand, size or dimensions, colour, condition and model or make. Not listing enough detail will compromise the sale because the shopper may have to take the step of contacting you.
8 . TA K E T H E G U E S S WO R K O U T O F P O STAG E Offer a flat postage rate on smaller items or include postage in the price to make it easier for your customers to make a snap
2 . U S E H I G H Q UA L I T Y I M AG E S Images sell! Your buyers can’t see the stock in person, so they need plenty of images of your products to be convinced
decision. When it comes to larger items, list the postage costs for capital cities, so if your customer is located regionally they’ll have a rough estimate of what postage will cost them.
to purchase. High resolution images set a standard and add credibility - source a professional photographer as their quality images can make a big impact on your sales. Discuss with your
9. L I ST PAC K AG E S Whether you are a retailer or specialise in a service, you can
photographer what backdrops, angles and lighting will work best
package items on Bartercard’s website MYBC which is essentially
to highlight the best features of your products.
free advertising for your business. For example, if you’re a café on Bartercard, you could place a listing for event platters or whole
3 . C O N S I D E R YO U R STO C K S E L E C T I O N Quality stock and sourcing from reliable suppliers is a given,
cakes baked to order. If you run a hotel or resort, you could list a package of a two night stay and dinner at your onsite restaurant.
but you should also consider shipping and the logistics of getting
Or if accounting is your specialty, you could offer a tax package.
the stock to your customer. Although some online retailers offer
Listing packages will put you in front of your customers, and drive
same day shipping, delicate items may require more robust
new sales.
wrapping and therefore take longer to package. There’s nothing more disappointing than receiving a damaged item which is a waste of everyone’s time.
10. G E T YO U R L I ST I N G F E AT U R E D It’s worth investing a tiny $5.95 (trade dollars) to get your listing featured on MYBC which will take the sale item to the top
4 . U S E C ATC H Y H E A D L I N E S A headline will determine whether or not a customer will open a listing - make sure yours is catchy and always include the sale item in it. Don’t use acronyms – someone looking at your listing might not know what it is, and it could be a lost sale.
5. C H O O S E T H E R I G H T K E Y WO R D S Keep in mind what keywords customers will be searching, and include those words in your description. Consider if the term is ambiguous. A coffee table could also be a side table – if this is the case include all the possibilities in the description.
6. I N C LU D E YO U R B U S I N E S S N A M E I N T H E DESCRIPTION If a customer knows you already and searches your business name, your listings will come up straight away.
of the list. Featured listings are shown to sell five times more than unfeatured listings, so it’s a small investment to make for more sales.
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Top business trends for 2015 Business start-up WHAT’S INFLUENCING BUSINESS NOW
THE WORLD IS C O N T I N U O U S LY S H A P E D BY NEW TRENDS T H AT A R E C H A N G I N G T H E M A R K E T P L AC E A N D T H E WAY W E D O B U S I N E S S E V E R Y D A Y.
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D O Y O U H AV E A D I G I T A L S T R AT E GY A S PA RT O F YO U R B U S I N E S S? R E AC H I N G YO U R MARKET ONLINE
We’ve talked extensively in our blog
World: Shopping and Personal Finance,
articles and ebooks about missing out
2012), and instant access to information
on a big slice of your market if you’re not
through the internet means consumers
in the digital space, but creating a strong
have more choice when it comes to
presence online and doing it well through
spending. In response, companies
an integrated strategy unconditionally
have shifted their brand presence to
holds a top spot on what’s shaping
where their target markets are, and the
business right now. Simply put, if you
most successful work hard to create
are not in the digital space today, you are
dominance in the digital space – allowing
missing out on a big slice of your market.
them to listen and respond to customers
Surveys tell us that 61% of internet users
instantly, resolve complaints faster and
research products online (Interconnected
cater to their market more specifically.
COMBINING CLICK AND BRICK ( D I G I TA L A N D I N - S T O R E )
Although a shift to online
example of a company merging
certainly isn’t new, a strategic sales
digital and physical worlds, and has
approach combining in-store and
launched a London flagship store
digital spaces is. Consumer trends are
featuring digital screens that play
seeing more sales resulting from a
content to consumers. Merchandise
combination of customers interacting
contains electronic tags that trigger
at a digital level and coming in-store,
content when touched – for example
and the most successful CEOs realise
a handbag will launch a video
that combining the two platforms
showcasing its craftsmanship which
strategically will grow their business
adds a new dimension to the
into the future. Burberry is a one
shopping experience.
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Business start-up
C R E AT I N G A R I C H E R C U S T O M E R E X P E R I E N C E THROUGH CUSTOMISED CONTENT
E X A M P L E S O F C O N T E N T TO E N H A N C E T H E C U STO M E R E X P E R I E N C E :
•
Blogging a selection of your recipes for customers to recreate at home, driving them to your restaurant for the full experience. These could be simple recipes at the heart of your cooking style i.e. the perfect pizza dough.
•
If you are an interior designer, posting bedroom design tips for a better night’s sleep on your blog or social media.
•
Creating a partnership to add a dynamic edge to your brand and develop your business’s personality, then creating content around it. For example, forming a strategic partnership with a brand of espresso and serving it in your restaurant as well as stocking and selling it in-house to let the customer take the experience home. Blogging about how to make the perfect cup of coffee, or running a competition that sends the winner overseas and asks them to blog about their experience will not only engage more consumers, but links your brand to a culture and a place to shape their understanding of who you are and the experience you offer.
Sharing content through digital marketing will complement and add depth to the customer experience to make it a richer and more engaging one. Tying your brand to a particular personality, experience, culture or initiative through tailored content including blogs, eBooks, videos and photography, shared across a mix of channels such as your website, YouTube or Vimeo and social media, is one way to do this. Great content makes life more convenient and gives consumers the best experience of your brand, which in turn drives them to purchase your products or take up your services.
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M U LT I - S C R E E N I N G
Most consumers today are multi-screening - accessing websites across multiple devices -
M O R E R E A S O N S TO G E T YO U R S I T E MOBILE OPTIMISED:
so a mobile-optimised site is a must. Statistics show 57% of mobile users will abandon a website if it takes more than three seconds
1. Mobile browsers want information in quick, easy bites.
to load and 30% will abandon a purchase transaction if the shopping cart isn’t optimised for mobile devices (huffingtonpost.com).
2. People like a brand more when they get a satisfying mobile experience.
Consistent experiences across multiple devices should cater to the market.
3. This year Google announced that any sites that aren’t mobile-friendly would be demoted in its search engine rankings.
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CLOUD COMPUTING Cloud computing is one area of
computing is a trend that’s changing
new technology that continues to shape
business dynamic, simplifying processes
the business landscape in 2015 and
and saving time and money.
more businesses are using personal and
Disruptive business models offering
company devices to access information
competitive market solutions and
through cloud-based services. Cloud
more efficient customer service are all
computing means traditional server based
technology-based. Those who don’t make
applications are being reconfigured to run
the switch to cloud computing risk losing
on tablets and smartphones, so personnel
customers to competitors who are more
are no longer restricted to the office. Cloud
agile in servicing their market.
At Bartercard we are big advocates of
CO N T I N UA L LEARNING
Continually learning and educating yourself and
spending time and resources on things that will
your staff to build a more robust business is part of
take your brand to the next level. One of the
confronting complacency to help you stay ahead.
appeals of our system is conserving cash flow by spending trade dollars instead of cash to invest in yourself, your staff and your business. One of the biggest lessons from industry
Within the Bartercard network there are numerous marketing specialists such as content writers, web designers and SEO experts who can
leaders is welcoming change and accommodating
help you develop your digital strategy to stay
uncertainty to stay competitive in the market.
competitive in an online world.
P RO P E RT Y
I N V E ST M E N T
cashless property deposits WITH BARTERCARD
P RO P E RT Y INVESTMENT
The owners of a Gold Coast
is proving to break down the barrier to entering or investing in the property market. “Extra cash payments that members are able
But the real reason for joining the business
to make on top of their cashless deposit reduces
network was to invest in property, and they’ve been
the life of the loan, and if they do sell the property
stacking up their trade dollars towards a deposit
for a capital gain they convert their Bartercard trade
with Bartercard.
dollars straight into cash,” he said.
“We always dreamed of being in a position to
“From a developer’s point of view, selling
electrical business have saved enough
invest in property…with property prices on the rise
property on Bartercard can assist with pre-sales of
for a property deposit in just six months,
saving a deposit between $40 - $60K is unrealistic.
their development to source finance and reduce
all with the extra business and referrals
Now we almost have enough trade dollars to put
holding costs, shift slow-moving stock and maintain
they’ve received through Bartercard.
down a 20% deposit on a property and we’ve been
their margins”.
Watmar Electrical Contractors have been with Bartercard for 12 months and have traded around $70,000 worth of
able to do this in almost six months,” said Sharyn. In the trades industry
services since joining. The Gold Coast
Bartercard is used by
family-owned business started just 18
members to generate extra
months ago, and have used Bartercard
business and more referrals.
to attract new customers and conserve
It is then used to offset
their cash on business expenses. Sharyn
members’ cash expenses
Watson, who owns and runs Watmar
on equipment, materials,
with her partner Bernard Marsh, said
accounting, advertising,
they’ve moved around $15,000 worth
property and more – keeping
of fixed costs in their business across
more money in their pockets
to Bartercard - using trade dollars to
and in the bank.
cover the cost of their accounting,
“For example if a developer
“The fact that we can buy property with extra business we’ve received through Bartercard, without impacting our cash flow or having to lay down a cash deposit is fantastic!”
Bartercard Australia CEO, Clive van Deventer
has a property worth $400,000, they can sell it for a split of $80,000 on barter and the remainder in cash to achieve the selling price they want, and set the benchmark for other property sales in their development at $400,000. We recommend having a 25% property deposit on Bartercard.
For information on how you can stack
bookkeeping and car servicing instead
said a trend across Bartercard’s membership base
up savings for your next property, call
of cash.
Australia-wide is paying for property deposits with
1300 BARTER (1300 227 837)
trade dollars, which is funded by extra business and
or visit bartercard.com.au.
B U S I N E S S
E X PA N S I O N
Saving $200,000 with Bartercard is as sweet as it gets for local beauty spot Peaches & Cream, which has been servicing the Mornington Peninsula with one of the most diverse range of treatments at one salon. Owner, Suzanne Johnson recently relocated her hair and beauty therapy clinic to bigger premises and a busier location which has allowed her to add two extra treatment rooms and expand her services to encompass laser tattoo removal. This popular treatment has quickly spread with a wave of aesthetic-conscious clients wanting their ink reversed. Suzanne, who is a qualified beauty therapist with over 30 years’ experience, believes continual education in the industry is paramount and has applied this approach to her own practice. She has a Bachelor of Health Science and is qualified in laser and intense pulse light (IPL) hair reduction. She said when it comes to tattoo removal, the market has responded with smarter and more sophisticated equipment to achieve cleaner results, now available at her new salon. “With the addition of laser we now offer a full suite of beauty services encompassing hair, skin, brows and lashes to more specialised treatments including keratin straightening, teeth whitening, IPL and cosmetic injectables.”
S AV I N G $40,000 BY R E LO C AT I N G O N B A RT E R C A R D Turning 27 this year, Peaches & Cream has built a reputation on quality and its all-encompassing range of services, which adds convenience to time-pressed clients. The salon is now in its third location, and has saved $200,000 since joining Bartercard, including $40,000 on a recent relocation. “Most business owners will know how expensive it is to relocate, but Bartercard saved me $40,000 on dismantling the old salon and establishing our new premises in Hastings,” she said. “I used Bartercard to offset the cash cost of the architectural plans, installing the new framework and fit out, painting, flooring, new signage, advertising, electrical work and plumbing, all of which I paid for with trade dollars instead of cash.”
Peaches & Cream HITS THE SWEET SPOT WITH BARTERCARD
“Last year I traded more than $100,000 through the network to conserve cash flow in my business, and over 10 years my cash savings have stacked up to double this amount – letting me bring in new services and stay competitive in the market,” said Suzanne. She said the advantages of joining the cashless network are impressive. “There’s nowhere else in business where you have access to interest-free credit and the ability to offset cash flow like you can with Bartercard.” Visit Peaches & Cream Hair and Beauty Salon at Suite 7/145 Salmon Street, Hastings, or peachescream.com.au Alternatively call (03) 5979 2922 or email info@peachescream.com.au
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Popup stores Business start-up
R E -T H I N K I N G THE RETAIL SPACE With a tendency to sprout overnight, attract the crowds and quickly pack up, the pop-up store has repackaged the traditional concept of a shop and the way consumers interact with brands. As we’ve seen a jump in temporary consumer spaces around
the world and short-term leases filling up fast, we look at how pop-up stores are a strategic approach to attracting a new market of customers, providing a forum to test new products and ultimately sell a brand.
NEW CONCEPTS AND LIMITED S P E N D I N G C R E AT E S U RG E N C Y Unless you avoid all retail spaces, chances are you’ve walked past a pop-up store in a street, a shopping centre or down a busy arcade. First trending in New York and Tokyo, pop-up stores typically stock limited edition products, hard-to-find concepts and new designers. Alternatively, they repackage existing products and release them to the market in new and creative ways – starting conversations, creating publicity and boosting sales. A key feature of pop-ups is that they’re temporary – lasting one day to three months, with limited quantities that create urgency for consumers to spend. Pop-ups often go hand in hand with social media, and new locations are usually released to exclusive email lists shortly before they open.
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POP-UP BARS A N D E AT E R I E S M AG N U M P O P - U P M E LT S CONSUMERS The Magnum pop-up store Pop-ups aren’t just limited to retail spaces
popularity of street-style food and events like
appeared in locations around the world
– bars and eateries serving the latest tapas or
the Adelaide Fringe Festival pulling in crowds
including Paris, New York and Sydney’s
cocktails are also filling the temporary space.
and creating demand for new venues, the
Westfield, where ice cream lovers could
If you were one of the thousands of
pop-up bar was a success with locals. Little
design their own Magnum with their
Adelaide locals who visited Little Miss Mexico
Miss Mexico closed its doors last year, but the
choice of 18 toppings. The eight-week
in the trendy East End last year, you would
space quickly evolved into The Crab Shack,
concept saw so much success that the
have seen how a temporary space can pull
a Carribean-inspired venue, and is likely to
pop-up reopened the following spring
in the crowds and pack down just as quickly
transform into another new concept soon.
for a further two consecutive years.
as it opened. The Mexican-inspired tapas and
A common feature of pop-up bars is
The Magnum pop-up store was a hit
wine bar with a food truck vibe, specialising
themed-spaces and artisan menus in the
which took an existing product and
in shared delicacies, cocktails and imported
same line as limited edition goods and
re-released it to the market in a way that
beers, took a vacant site and turned it into
specially-designed products in their retail
consumers loved.
a colourful and welcoming space. With the
counterparts.
A N A DV E RT I S I NG A LT E R N AT I V E Today many retailers are choosing pop-up stores in place of more traditional advertising channels. A
POP-UPS ON A SHOESTRING
pop-up in the right location can cost the equivalent of a successful digital marketing campaign or a print ad in a glossy magazine. But this alternative approach can create a stronger result than other forms of advertising by ascertaining consumer response, attracting new customers in targeted locations and providing an interactive experience further enhanced with an integrated digital approach.
Bartercard works with more than 2,200 retailers While bigger brands have the
But be prepared to face some
across Australia to conserve cash flow and offset
market share to open expensively
competition when it comes to
costs across a wide range of business expenses. Many
fitted pop-ups, most can do it on a
securing temporary space, especially
of our members also provide services such as interior
tighter budget. With a minimalist
where vacancies are limited. While
fit-outs, so you can get your pop-up store up and
look trending around the retail
the concept is booming, landlords
running without the expensive price tag.
space, a high-end, polished interior
are prepared to hold out for
Visit bartercard.com.au
isn’t essential.
long-term leases.
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17
Disruptive businesses can thrive and catch fire because they are unbound by tired corporate processes and inflexible systems. But what is this magic concept of ‘disruption’ that’s so often bandied around, and why is it worth harnessing? Disruption in its pure and unfiltered sense means a game-changing product or service that reshapes an existing market. It’s the ability to see new opportunities and ways of thinking, and being unafraid to implement them even if it means a radical restructure of the landscape. By this definition, a business that is disruptive is one that’s agile and responsive to change, not stuck in any one mode of operation. In this article we look at one Bartercard member who is changing restaurant online ordering through a solution that’s taking expensive commissions out of the picture.
TO P
B U S I N E S S
T R E N D S
Disruptive BUSINESS MODELS
R E S TAU R A N T O N L I N E ORDERING: A FREE SYSTEM S H A K E S U P T H E I N D U S T RY
Bartercard member James Eling presents a viable alternative to restaurant online ordering platforms that’s undercutting the industry.
If you are a restaurateur you are most likely aware of the big commissions charged by online ordering websites. But when it comes to attracting new customers and having cut-through restaurant marketing without the expensive price tag, restaurateurs can have their cake and eat it too. A restaurant marketer recently featured in BRW has created a commissionfree online ordering system, calling a bubble on the 8-12% commissions charged in the sector. Founder of the Free Restaurant Online Ordering System (FROLO) and Bartercard member James Eling said more restaurateurs are choosing to attract customers through his system which is available to the industry without the expensive cost. “Through our system, restaurateurs are overcoming the commissions which marketing competitors command for each online order,” said James.
TO P
B U S I N E S S
T R E N D S
S U C C E S S F U L R E S TAU R A N T MARKETING ON B A RT E R C A R D Rather than ordering through an external online ordering site and paying expensive commissions, the order is done from the back-end of the restaurant’s website. James built FROLO as a loss leader for his business Marketing4Restaurants which specialises in restaurant websites and customised marketing campaigns. “Marketing4Restaurants assists restaurateurs to boost their search engine ranking in Google and create customised digital campaigns to build their presence so they don’t have to list on third party sites,” said James. “These services are available to Bartercard members without having to spend cash.”
SUCCESS FOR FROLO
FROLO is still in its infancy, but a trial of 15 Australian restaurants have processed more than
To help restaurant owners fill tables,
$40,000 worth of home delivery orders through
Marketing4Restaurants also provides a free online
it already.
booking system done through the back end of
“We know the average profit margin for a restaurant owner is less than 3% and many more are
restaurants’ websites. While FROLO has seen success, James said
working 60 to 80 hours a week in their business,”
Bartercard saves him up to $50,000 in his business
said James.
each year, and has attracted $500,000 worth of
“Consequently most restaurateurs only ever find the time to work in their business instead of focusing on new strategies to attract customers, and funding is usually tight.” “In a nutshell Marketing4Restaurants supplies a FROLO and Marketing4Restaurants Founder James Eling
word-of-mouth marketing for your restaurant.”
business since 2007 by being promoted through the Bartercard network. “We use Bartercard to offset the cost of accommodation whenever we travel, cover the cost of corporate massages, treat our staff to
series of online tools to attract food lovers and turn
gourmet lunches, Ferrari drive days and helicopter
them into repeat customers, whilst removing the
rides. We’ve additionally gained entry into
cost of their online ordering.”
international markets by using Bartercard to build
The marketer added that a busy restaurant has a spill-on effect - crowds confirm quality for
a customer base.” Eling has recently launched two new initiatives
restaurant diners and more customers will go to
to the market including the ‘Secret Sauce Podcast’
busy establishments. “This is also the beauty of
streaming restaurant marketing tips and tricks,
Bartercard – it helps members find restaurants
and the ‘5 Minute-a-Day Restaurant Marketing MBA’
through a free online directory and fills tables which
which email blasts tactics to attract new
in turn attracts more customers, providing great
repeat customers.
Visit marketing4restaurants.com.au.
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T R AV E L
Island escape
Looking for an adventure? Say hello to Samoa. Bartercard offers hundreds of accommodation package options world-wide without the cash cost. In this issue we look at the South Pacific destination of Samoa that’s enticing travellers from around the world to soak up its sun-baked beaches and natural wonders.
T R AV E L
In a region blessed with spectacular tropical islands of pristine natural beauty, Samoa shines as one of the jewels of the South Pacific. With its picture-perfect azure lagoons, lush rainforests, striking volcanic peaks and cascading waterfalls, it’s a paradise just waiting to be discovered. If you’re looking to relax on white sands, trek to the top of extinct volcanoes, or immerse yourself in a relaxed, low-key lifestyle, then this unique destination is calling.
PAGE
A N AQ UAT I C WO N D E R L A N D
G E T T I N G TO K N OW S A M OA
Fringed by beautiful coral reefs, the islands of Samoa are a wonderland place to enjoy warm, tropical waters and some truly memorable experiences. In Upolu, you can skim down Papaseea Sliding Rocks into a freshwater pool, swim through the fish-filled grottoes of Piula Cave, enjoy a dip at the picturesque Togitogiga Falls or experience the idyllic waters of the To Sua Ocean Trench, a magical pool surrounded by foliage-covered sheer rocks. And on Savai’i, don’t miss a visit to Satoalepai village for a swim with the resident green turtles, a trek through the Falealupo rainforest to the picturesque white sand beach, or for scuba divers, the 19th century wreck of the ship, Juno. With tropical waters on every side, there’s plenty of opportunity to swim, snorkel, surf or kayak your days away.
Known as the capital of Polynesia, Samoa is made up of ten islands with distinct and dramatic landscapes. Upolu is the most populated, home to the bustling town of Apia (the capital) and the international airport. It’s also where you’ll discover buzzing restaurants and bars, magical markets and even a few cultural gems. The second major island, Savai’i, is Samoa’s largest, and it’s a vastly unpopulated region of striking, natural terrain.
N AT U R A L LY D R A M AT I C The water is not the only wondrous sight in Samoa. With an interior marked by volcanic craters and lush rainforest, there’s opportunity to trek to some incredible terrain in vast national parks. Enjoy a trip to the striking Alofaaga Blowholes near the village of Taga, where water jets spew hundreds of feet into the air. And to bear testament to nature’s power, pay a visit to the Saleaaula Lava Fields, home to the last remnants of a village destroyed in volcanic eruptions in 1905 and 1911.
MARKETS AND MUSEUMS You’d be hard pressed to ever have your fill of Samoa’s stunning natural attractions, yet for a change of pace you can visit a local village to discover the traditional Samoan way of life, or fossick for local handicrafts, jewellery, sarongs and musical instruments at the flea markets in Apia (a great destination for souvenir hunters). Another must-see is Valima, the former home of author Robert Louis Stevenson that is now open as a museum. The writer’s tomb is a short walk away at Mt Vaea, which affords glorious long-reaching views over the island.
21
T R AV E L
W H Y N O T S P E N D S O M E T I M E AWAY I N S A M O A?
Samoa is a postcard of natural beauty – why not stay on Bartercard without the cash cost?
O R AT O R H O T E L S A M OA - A P I A Blending the natural beauty of the island and rich Samoan culture, Orator Hotel is designed for both business and leisure travel. An ideal place of stay for travellers seeking charm, comfort and convenience. Just 10 minutes drive from central Apia, guests can enjoy all the lively city has to offer. With superior services and a broad range of amenities, Orator Hotel is committed to ensuring that your stay is as comfortable as possible.
STEVENSONS ON M A N A S E – S AVA I ’ I From humble beginnings of rustic-style accommodation, the Stevensons at Manase property has blossomed over the years. Located on the beautiful north coast of Savai’i the area consists of white sandy beaches
VA - I - M O A N A S E A S I D E L O D G E - S AVA I I
and fantastic snorkelling for an idyllic beach side holiday. Stevenson’s combines traditional structures with modern flair resulting in a boutique and individual style.
Va-i-moana (literally ‘Oceans Apart’) is Samoa’s only seaside lodge. A unique property on the big island of Savai’i, it boasts an amazing history and an excellent reputation with tourists. A property like no other, this former home to expatriates has been developed over time
Contact Bartercard Tourism on 1300 227 837, email
to provide for all types of activities. A real treat is the offshore island -
tourism@au.bartercard.com or if you are already a
once used as an airstrip, it is now a feature of the lodge and available
Bartercard member, visit mybc.bartercard.com
for guests to explore.
to book your next holiday.
T R AV E L
Get your travel fix on Bartercard I F YO U LOV E T H E LU X U RY O F T R AV E L W I T H O U T T H E E X P E N S I V E P R I C E TAG O F AC C O M M O DAT I O N , B A RT E R C A R D S E RV E S U P H U N D R E D S O F PAC K AG E O P T I O N S I N I DY L L I C S E T T I N G S WO R L D -W I D E W I T H O U T T H E C A S H C O ST.
Take your pick from 1,000 hotels and resorts in the Pacific Islands, Thailand, the UK, Europe, UAE, USA and New Zealand, plus almost 400 options domestically on Bartercard.
SUZI DENT – TICKING OFF T H E T R AV E L L I S T W I T H B A RT E R C A R D I N T H E U K Gold Coast hair, makeup and special effects artist Suzi Dent, swapped sunshine and beaches for tea-tippling and cobbled streets, ticking off her travel list with Bartercard in the UK. Suzi covered the cost of her accommodation using her Bartercard trade dollars, saving her and her friend thousands of dollars in cash. She got in touch with Bartercard’s UK Travel office where a travel consultant arranged her accommodation in Salisbury and York, as well as some local attractions which she also snapped up on trade. “It was so easy, all done by email, and my travel consultant looked after everything. She really took the time to recommend everything I should see while I was there. All of the hotels I booked on Bartercard had big, comfortable rooms, and came with breakfasts and dinners included.” Suzi Dent, Gold Coast Hair, Makeup and SFX artist and Bartercard member
S H A RO N J U R D – I S L A N D L I F E O N YA S AWA , F I J I Sharon Jurd, director of her own events company Sharon Jurd Events, travelled to Yasawa Island in Fiji where she purchased a package on Bartercard which covered the cost of her accommodation and dining expenses at the exclusive Yasawa Island Resort and Spa. Her seven night stay at the luxury property was situated in one of the most remote and secluded parts of Fiji, featuring 18 luxury beach bungalows. “We snorkeled, went on hikes, visited villages to explore how the locals live, and enjoyed seafood platters and private island trips – this is where they take you by boat to a secluded beach for your own private use. Escaping to explore the untouched beaches on the surrounding rugged islands is completely surreal. Paying for accommodation on Bartercard is a fantastic way to conserve cash so that I have it ready to spend on other things while I’m away.” Sharon Jurd, Sharon Jurd Events
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What is Bartercard?
Bartercard is a business network made up of 55,000 cardholders around the world. It is designed to assist businesses to improve cash flow and reduce cash
through the use of modern bartering. B u s i n e s s s t a rexpenses t-up
Gone are the days of swapping a cow for a pig or a
AND HOW DOES
chicken for a goat. The power of modern bartering is that you can conserve cash and reduce expenses by using
IT WORK…
our digital currency, known as a trade dollar, to swap your goods or services indirectly with any business within the Bartercard network.
6 B E N E F I T S F O R YO U R B U S I N E S S. . . 1 . M O R E C U STO M E R S Most businesses employ sales people, advertise, reduce
4 . S E L L S LOW- M OV I N G STO C K For many businesses selling slow-moving stock means
prices or offer incentives to gain more customers. By using
discounting, running dealer promotions or sadly writing off the
Bartercard you gain more customers by promoting your business
stock. The benefit with Bartercard is you sell slow-moving or
directly to the membership base through the many sales channels
discontinued stock at the normal selling price avoiding the need
and by building relationships at the networking events. It’s like
to reduce your profit margins. You can promote your slow-moving
having an extra marketing arm in your business which directly
stock to the members on Bartercard’s online facilities, eNewsletter
results in increasing your sales opportunities and creating cash
or at a stand at the many trade shows.
referral business.
5. C A P T U R E LO ST R E V E N U E 2 . T H E P OW E R O F B A RT E R C A R D T R A D E DOLLARS When you barter trade using Bartercard you are ultimately
Most businesses have a certain amount of downtime, be it on certain days or at certain times of the year with the flux of seasonal trends. Bartercard’s goal is to assist you to gain additional
buying with your cost of products or services. Therefore, you are
customers to utilise business downtime. For example, hairdressers
buying at the purchasing discount that is inbuilt into your margin.
may fill empty spots in their diaries, restaurateurs may fill empty
To put simply, if it costs you 35c in the dollar to provide your
tables, hotels may fill empty rooms, and professionals may fill
product or service, then for every $100 trade you spend it really
empty appointments with additional Bartercard customers. By
only costs you $35. So you are in fact buying at a 65% discount!
filling downtime you are effectively gaining revenue that you
By understanding this benefit you may be starting to grasp
would otherwise have lost or missed out on.
the power that Bartercard offers businesses.
6. I N T E R E ST F R E E L I N E O F C R E D I T 3. REDUCE CASH EXPENSES The way to maximise your purchasing discount is to look at
Bartercard members receive an interest free line of credit ranging from $5,000 to $25,000 trade dollars which allows them
all the current expenses that you have in your business such as
to make purchases immediately upon joining the Bartercard
advertising, bookkeeping, legal, printing, graphic design, business
network. This interest-free line of credit allows you to continue to
lunches and so on. By using the services of business members
grow your business even during times when your cash flow has
within the Bartercard network you can pay for these expenses
slowed, without incurring crippling interest rates.
with trade dollars instead of cash.
Bartercard has 24,000 members world-wide across almost every industry imaginable. We would love the opportunity to help you achieve your business and lifestyle goals contact us on 1300 BARTER (1300 227 837) or visit bartercard.com.au.
ST R AT EG I C
PA RT N E R S H I P S
B A R T E R C A R D
STACKS SAVINGS I N
C O N S T R U C T I O N
Silverline Homes is shaping the streetscapes of Mornington
S AV I N G A P P R OX I M AT E LY $170,000 O N B A RT E R C A R D H A S A L LOW E D A D E L B A DAW Y, D I R E C TO R O F S I LV E R L I N E H O M E S , TO I N V E ST M O R E I N TO E X PA N D I N G H I S C O N ST R U C T I O N B U S I N E S S A N D H A S PAV E D T H E WAY TO A W I D E R M A R K E T FO R T H E D E V E LO P E R .
Peninsula (south east of Melbourne) through custom-built apartment designs that combine style and practicality. Adel said his strategy of trading to conserve cash on Bartercard includes a continual supply agreement with local rendering company Naran Clad. “We also sources painters, carpet suppliers and cleaners on Bartercard without a cash cost attached.” In order to earn the digital currency, he sells building materials on Bartercard. Adel said the current trend in construction is a practical approach to living built around quality, style and comfort. “This is achieved through thoughtful design that minimises wastefulness,” he said. “While the housing market is picking up and seeing a boost in construction, people are stepping into it with more caution so our aim is to custom build to their budget without compromising on comfort or aesthetic. Bartercard makes this achievable – for me it’s a solution that frees up cash flow,
The core of Adel’s construction business is contemporary units and apartments and his fast-expanding portfolio grows by 55 to 65 homes each year.
increases revenue, grows capital and forms the bedrock of strategic partnerships to expand our market.” Visit silverlinehomes.com.au or call (03) 9544 4331.
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AT T R AC T I N G
N E W
C U STO M E R S
bucqi A B R A N D N E W WAY TO ATTRACT CONSUMER S
Introducing bucqi, a brand new rewards app that’s attracting cash-paying consumers to Bartercard merchants.
While there are countless reward programs out in the marketplace, most are a marketing mirage, creating the perception of being rewarded each time you swipe your card. Bartercard’s brand new rewards app bucqi is shaking things up by offering dollar for dollar rewards, and the convenience of paying for products and services and splitting bills without going to the ATM or pulling out your wallet. Bartercard’s CEO Clive van Deventer said the new app is also elevating businesses that are members of Bartercard by creating a way to send cash customers to them for the first time, essentially integrating B2C into its B2B business model. “bucqi is a disruptive payment solution rewarding consumers across a variety of Bartercard merchants unlike any other product on the market,” he said. “When you get down to the nitty gritty of most loyalty programs, the amount you have to spend to receive even a small reward is exorbitant, so the reality is it’s just another card in your wallet.
“bucqi is the only rewards program in the marketplace that’s earning consumers dollar-for-dollar rewards each time they spend through the app.” More than 2,500 Bartercard members have already ‘opted in’ for bucqi, which is progressively being launched in regions throughout Australia following a successful launch on the Gold Coast in June 2015. Clive said bucqi is also adding a new cash stream for not-forprofit organisations through strategic partnerships. “We have recently signed a partnership agreement with RSPCA Queensland which will promote bucqi to its 30,000 plus supporters. “In return the animal welfare group will receive a percentage of the fees generated from every transaction made by supporters, staff, volunteers and friends of RSPCA Queensland who download and use the app.” Cash paying consumers simply download the free app, enter their credit card details and spend on products and services through the app at select Bartercard merchants. “Many industries such as banking are already adopting the concept of a digital wallet,” said Clive. “We wanted to go out to the market doing it a little differently.”
Look out for bucqi coming soon. For further information contact info@bucqi.com.
use bucqi to attract & reward consumers in your local area
visit
.com
bucqi is a complimentary add-on to a Bartercard membership To learn more about how bucqi can benefit your business, email info@bucqi.com or visit bucqi.com POWERED BY
W H AT B A RT E R C A R D M E M B E R S A R E S AY I N G
“Since joining Bartercard four years ago, we have strategically minimised many of our day to day business costs. To achieve this we have worked closely with our trade co-ordinator who has assisted us to find new ways to make the most of our trade dollars and gain great value long term as we invest in our clients, our team and our business. The key to success in Bartercard is to think strategically and allow the trade dollars to grow your brand, your business and your client list. It is possible, you simply need to focus your attention on what you desire, why you are in business and do what you do! Bartercard allows us to assist many business owners to relax and rejuvenate in the comfort of their own home or give their staff gift vouchers as a thank you for a job well done. For many businesses, paying cash for this may not be possible due to cash flow constraints - Bartercard easily allows for this level of care, nurturing and reward to be received.”
K Y M P OW E R , R E J U V E N ATO R S H E A LT H M A S S AG E “Bartercard can be a phenomenal asset for your business...just like it has for us! Since joining mid-2012 we’ve seen massive sales growth and it’s fantastic to be able to bank significant extra cash which we never would have had without Bartercard! We’ve seen cash flow
“Bartercard has become an integral part of our life. We are a small
advantages by using our credit for goods and services such as web
business that has been in barter for over 13 years and it brings us sales
design and hosting, accounting, wine labels, business accommodation
that we would never have normally have, therefore we can afford
and going to our favorite restaurants. Freeing up cash flow has meant
to buy things that we couldn’t otherwise afford. We have renovated
faster growth and speeding up diversification.”
two bathrooms, had the roof on our house professionally painted, purchased rain water tanks, filled scripts from the chemist, had a
A N D R E W J E N N E R , A J ’ S W I N E AU ST R A L I A
wonderful holiday, enjoyed top quality restaurant meals, purchased soil and plants for the garden and had a new economical pool pump installed (plus more!). None of this would have EVER happened without Bartercard. Spending dollars is not an issue for us, and if
“We used our Bartercard account to pay for 90 percent of
we ever need to make a purchase we will always try and source it
franchise growth-related expenses. When we do franchise expo
from Bartercard first. You are part of an exclusive club where the
tours around Australia and New Zealand, we buy everything from
benefits are enormous, and the only limits are the ones you place on
hotel accommodation, food and beverage and franchise dinners, to
yourselves.”
meetings on trade.”
A N T H E A R O M E R , R O M E R LO C K S J O H N N E W TO N , J U M P I N G J J AY S
“I credit Bartercard for helping me launch my career into the big time. It has been an essential marketing device and it really does work like magic – where previously there was an empty space in my diary, suddenly, thanks to Bartercard, it is filled with a new job. It’s brilliant.”
130 0 B A RT E R ( 1 3 0 0 227 837 ) B A RT E R C A R D.C O M . AU
M AT T H O L LY WO O D, P R O F E S S I O N A L M AG I C I A N