Building the Network
Starting Point
Yummy's faced the challenge of building a directory of high-quality family-friendly businesses in London. With no existing partners, the goal was to attract top-tier businesses to offer exclusive, valuable discounts for Yummy’s members. The emphasis was on quality over quantity, ensuring that only the best businesses were invited to join and provide continuous discounts of at least 20% off. Through in-depth customer analysis, we identified key pain points for our target market, such as low-quality business partnerships, minimal discounts, and fragmented memberships. We took these frustrations and sought to address these issues with a premium offering.
Role & Responsibilities:
Whilst building the network, I was responsible for conducting customer analysis, developing a targeted outreach strategy, and managing the onboarding process for new business partners. I also played a key role in building relationships with stakeholders and ensuring that the partnerships aligned with both our brand values and customer needs.
Key Contributions:
Customer and Competitor Analysis:
-
Conducted thorough research into customer pain points, including low-quality businesses, minimal discounts, and fragmented membership offerings.
-
Analysed competitors to identify successful strategies and areas for improvement, learning from both direct and indirect competitors to ensure our offering exceeded expectations
​​
Targeted Business Outreach:
-
Researched and identified over 60 of London’s top 100 family-friendly businesses that would resonate with our target market.
-
Created highly personalized, compelling cold email campaigns to invite these businesses to join our exclusive directory, emphasising mutual benefits and the requirement for a minimum 20% discount for our members.
​
Direct Engagement with Key Stakeholders:
-
Conducted individual phone calls and in-person meetings with founders, CEOs, and stakeholders to address any questions and further explain the value of the partnership.
-
Worked closely with each business to negotiate the terms of the partnership and ensure their discount offering was competitive and aligned with our customer base’s expectations.
​
Personalised Onboarding & Relationship Building:
-
Developed a tailored onboarding process for each new business, including customised webpage presentations to highlight their brand and offerings.
-
Organised events and networking opportunities to foster relationships with potential partners, strengthening the overall directory’s appeal.
Results:
-
60 of London’s Top 100 Family-Friendly Businesses agreed to partner with Yummy's, ensuring a curated, high-quality directory.
​
-
All partners offered continuous discounts of at least 20%, with some businesses providing discounts of up to 50%.
​
-
Each business offered more valuable discounts than any of their other partnerships, making Yummy's offering highly competitive.
​
-
Flagship partnerships with renowned brands like the French Club which also partners with the school Prince George used to attend, the Junior Design Award-winning children's party company, and the Parent & Baby Magazine Awarded immersive hydropool swimming lessons. These Key Partnerships helped to build trust and establish a strong quality assurance for our customers.
Conclusion:
By combining targeted customer insights, strategic outreach, and personalised relationship-building, I successfully onboarded over 60 top-tier businesses into Yummy’s exclusive directory. This initiative not only addressed the pain points of our target market but also positioned Yummy's as a premium and trusted brand within the family-friendly sector, offering valuable, continuous discounts to its members. The partnerships formed have set a solid foundation for continued growth and customer satisfaction.
