Marketing Eye

How to launch a start-up effectively

When Michael Reed first came to me with his idea, it was before its time. He enthusiastically shared his desire to build a online platform where consumers and businesses can get all their logistics needs at a click of the button, and for the most competitive price.

Not too indifferent to when Expedia launched onto the marketplace, Michael wanted people to be able to move everything from their dog, through to their house, a container of furniture, through to bulk handling products. A place where it all can be done, with full visibility of the competitive landscape.

For years, the logistics industry has experienced burgeoning growth, consolidation and reduced margins. Its a tough game at the best of times. I personally have been working in logistics marketing for 15 years, and the nature of the industry is only for the thick skinned. When the average Joe has a logistics need, they know they can go to the big brands and possibly be ripped off big time, or they can ask a friend of a friend. 

In the next few weeks, everylogistic will change the landscape of how we all buy logistics services and rate them. Now, it will be no different to buying a night in a hotel, or something from strawberry.net. Simply, the user types in their requirements, location and relevant information, and their request goes out to a number of logistics service providers with no biaise to any particular company. This ensures that the landscape is truly competitive and no-one can pay their way forward.

Michael Reed is good bloke, honest to the core. He fights fires as a volunteer in his spare time and is community minded. He has for years worked in the logistics industry and could see that change was needed. 

After conducting a marketing workshop with Michael, a few things came to the forefront:
  • We needed a brand name
  • A logo needed to be designed and a brand suite developed
  • A website had to be designed
  • And most importantly, a strategy had to be put in place.
  • Website needed to be "rescued" from previous developers and Marketing Eye finished the backend (one of my proudest company achievements!)

Michael has self funded the development of this huge website, and all of its marketing. Its an exciting time for him seeing that it will be launched officially in a few weeks.

When I named "everylogistic" I thought about what the company does and how important it was with a conservative marketing budget to have a name that says it all.

Along with CoinX, a bitcoin exchange, and Ross Human Directions, a recruitment company previously owned by Julia Ross and now under the Chandler Macleod banner - I believe everylogistic is one of the best names I have come up with in my 23 year history of naming companies. Ross Human Directions was particularly visionary at the time, other than the fact I actually wanted it to be named just "Human Directions", as it is the human direction of a company that ultimately decides whether it will be successful or not.

The logo is unique, and the branding a standout. The team really did a great job. Now, its important that suppliers come on board and are not afraid of the new competitive landscape, but instead, embrace it.

As for consumers - we all want this more than anything. To be able to send a parcel at the click of a button, transport my dog, and my house, as well as any large purchases from overseas - I am more than estatic. 

Keep watching www.everylogistic.com - its the future of logistics, yours and mine.

Launch strategy:

  • Soft launch next week to logistics providers
  • Soft launch to consumers and businesses in November
  • Public relations to drive awareness
  • Advertising in trade editorials
  • Social media
  • Direct mail
  • SEO


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