June 20, 2008 | Friday

My Best Business Decision

Dylan Thwaites, CEO of digital marketing company Latitude, explains how he hit a rich vein when he launched an offering for smaller businesses.

For the past seven years, Latitude has provided its services largely to blue-chip companies. That changed when I challenged my team to create a product at one-twentieth the cost of our full service offering, targeting companies with lower online budgets.

Three months later, Latitude White was born. By removing services such as individual management and field sales agents and replacing them with fixed processes, direct marketing and online reporting, my team re-engineered the delivery model for clients with a monthly budget of between £1,000 and £15,000.

I believe that we now service more UK companies in this bracket than any other provider – a market worth £1 billion.

Business XL, June 08