Organisational Scan

Name: Labinot Maloku

Company: Golden Moments
Date: 30-10-2009
Company mentor: Darren
School mentor: Han van Son

Table of Contents

1. Chapter 1: History of the company: »3

2. Chapter 2: Structure of the company »4-5

2.1 clarification of the structure »4
2.2.1 Finance team »4-5
2.2.2 Content & Marketing Team »5
2.2.3 Sales Team »5
2.2.4 IT & Web design »5

3. Chapter 3: Personnel »6

4. Chapter 4: Vision, Mission & Strategy »6

5. Chapter 5: Sales channels »7-8

3.1 Direct »7
3.2 B2B »7-8
3.3 Reseller »7
3.3 SPI (Sales Promotion Incentives) »7-8
3.3 Retail »8
3.3 Employees benefit »8

5. SWOT Analysis »9

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6. Appendix »9-10-11-12

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1. History of the company:

Golden Moments is founded and established by two Englishmen with full of

adventure, spirit and energy a decade ago. Golden Moments performs as an
intermediary which is specialized in selling gifts, which people will gain the best
and most unforgettable experience of there life, such as Tandem Skydiving days
or driving in Lamborghini’s. Paul and Steve Cheatle, an identical twin, have had
an enormous passion for the whole racing world. Paul and Steve gained a lot of
experience for the sport and due to their large amount of excitement they
started an own company “Golden Moments”. Although the excitement for the
horse sport very high was, they thought that they had to expand their
assortment in trade.

Today, Golden Moments offers over 7000 gift experiences, from 3000 locations
across 11 countries. They are known as the Experience Hunters. Due to a new
strategy, Golden Moments sells its experiences in the form of a voucher, which is
bought by individuals or companies as a gift, an incentive or as ways to show
loyalty.

Golden Moments was incorporated in August 1999 as Golden Moments UK

Limited. In December 1999, Golden Moments.com and Golden Moments.co.uk
were taken and changed into Golden Moments.net. Steve and Paul Cheatle, the
directors and shareholders, became full into the business. In 2002 Steven and
Paul Cheatle had to end their employment. During the year 2003, the company
had to deal with the enormous economic downturn and needed to survive to
continue the business. The Company restructured forcing out a founding director
and shareholder to allow investment underwritten personally by the remaining
directors. The benefits of survival means, Golden Moments is today one of just a
few Pan-European experience companies.
2. Structure of the company:

2.1 Clarification of the chart

Golden Moments’ has a well ordered organisation. In every country there are
three divisions:

2.2.1 Finance team:

This team takes care of all payments of Golden Moments.

2.2.2 Content & Marketing Team:

This team is one of the most important department of Golden Moments. The
team is being directed by one marketing manager and three team leaders. This
team handles all tasks concerning the product ass well as all activities related
promotions through the website.

- SEO content specialist (marketing leader): Responsible for the whole

team, the daily tasks concerning promotions and sets up all marketing
campaigns for Golden Moments.

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 - Supplier Relation Manager (team leader): Specialized in dealing with
suppliers, any issues with suppliers will be dealt by him. Moreover he is
the account manager regarding all the major suppliers.
- Marketing specialist (team leader): Analyse the daily, weekly and monthly
marketing tasks. Checking whether all actions on the website have been
improved after changes concerning content activities. In addition, making
new strategies to improve the website in order to get higher rates.
- Content & marketing specialist (the team): specifically working on their
own market. There are 11 markets and normally every specialist operates
in their own market.

2.2.3 Sales Team:

The sales team is totally responsible for all actions regarding sales activities with
customers. The sales team have, ass well ass the content marketing team,
contact with suppliers concerning the bookings. It is also important to get more
business from big corporate deals.

2.2.4 IT & Web design:

Golden Moments sells its products for more then 90% via direct business. Thus,
it is rather important to have a well organised and a well functioned website.
More than the 50% of the website is done by Golden Moments itself. Golden
Moments use a CRM programme called “Fusion”, for maintenances of the website
(HTML and programming). This is been done by a freelancer, who works
approximately one day in a week.

3. Personnel in Golden Moments

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Golden Moments works with a lot of interns, in fact there are more interns than
permanent employees.

- Permanent employees: including the two owner 9 employees

- Interns: 25 interns, which in every market 2 or 3. An internship between 4
and 9 months.

Golden Moments works with different nationalities but the spoken language in
the company is English. Interns are aloud to speak their native language during
the working period if necessary e.g. when they need to speak with suppliers or
customers over the telephone.

4. Vision, Mission & Strategy

4.1 Vision:
Only those who are permanently seeking for experiences can offer you that one
experience you are looking and wishing for.

Mission:
To be the leader, providing of experiences for all European buyers.

Strategy:
To be THE front of mind provider of experiences for pan-European buyers

To achieve this goal Golden Moments must be recognised for its service, quality
and reliability; to stand out from what becoming a crowded market place Golden
Moments must also be creative in the gift solution. Providing fulfilment solutions
in the b2b channels via marketing agencies or to internal buyers such as Reward
& Recognition Managers. Critical to this goal is the end-consumer market who
participates in our experiences and feedback to the purchaser.

5. Sales Channels:

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Golden Moments is always busy with researching in the market to gain more
awareness and to develop new sales channels. Golden Moments uses several
channels to increase their sales. In this part it is being described which channels
Golden Moments is using and which one the most important till the less
important channel is.

5.1 Direct:
Direct business is the most common sales channel of Golden Moments,
which is very depended on the website. Golden Moments has its online
sales. It concerns all the sales through the website. Golden Moments
prefers to sell their product due to their online sale. Compared to the other
sales channels it gathered the most profit.

5.2 B2B:
Golden Moment use a lot intermediaries, which means that Golden
Moments very active is in business to business.
5.2.1 Resellers:
Resellers are also an important sales channel of Golden Moments. It
has business contracts with several online companies, who are high,
ranked in e.g. Google. Golden Moments uses also affiliate sales,
which means that publishers place links of Golden Moments, in their
website. This creates more awareness and will influence on the
buying behaviour of the costumers. An advantage of operating with
a reseller/ affiliate, they will receive a higher percentage of the sales
than B2B.
5.2.2 SPI (Sales Promotion Incentives):
With the SPI strategy, customers can use experiences to motivate
an action. It is being used for external rewards of gifts (PR,
Marketing, Advertising, Sales and Promotion) or as an internal
reward of gift (Sales, Marketing or HR). Moreover, customers can
reward their own client with an experience van Golden Moments.
This can be a way for companies to improve the PR and motivate
their customers to purchase their products. E.g. is Hilton H Honors,

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 credit points which customers received of each time that they using
the buying their products.
5.2.3 Retail:
This sales channel is through department stores, gift shops
(Dreamland), lifestyle (FNAC) or Supermarkets (ASDA). The
customers can choose, provided gift boxes in different price range,
from variety of experience in these price range.
5.2.4 Employees benefit:
employees with a Golden Moments contract can get a certain
percentage discount when buying at Golden Moments.

Advantages & disadvantages of all Sales Channels see appendix 1, 2,3 & 4 pg. 10-11-12-
13.

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6. Swot analyses
SWOT analyses
Strengths
- Pan-European differentiator
- Multi-lingual call centre
- Operating in 11 countries
- Excellent corporate references
- Low operational fixed costs, very
low marginal costs
- Historical established experience
- Big range of experience locations
- Fusion is highly scalable
- Determination to succeed at all
costs
- Good company-wide team morale
Opportunities
- Rapid entry into new markets
- Extensive & detailed customer data
Appendixes: 1
Organisational scan Golden Moments
Weaknesses
- Small budget to stretch across EU
- Low quality packaging & design
- Not a tangible product
- Buying / redemption process
- No specific sector expertise on
client side
- Quality of customer data
- Maintaining relationships
Threats
- Only 2 offices
- Brand integrity / position
- Customer service standards/kpi’s
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Report 2
Channel Segmentation

DIRECT
Advantages Disadvantages
Maximise margins Marketing costs
Direct use of GM system Getting paid for sales
Low labour costs Once-chance to get it right with a
Quick service – no middle men customer
Product content is up-to-date Low non-redemption

Gains: Viable average gross profit margin, direct contact with customers to
provide more expert service, increased sales volumes, almost immediate returns

Actions: Greater customer exposure, Fusion system automation, website self-

service, relationship marketing with previous and new customers, invest in
Google, Birthday prospecting, failed order feedback email, post redemption
feedback email, recipient back to purchaser prospecting

Appendix 2

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SPIs
Advantages Disadvantages
Good margin sales Long sales lifecycle
High sales value Time consuming clients
High non-redemption Unreliable turnover projection
Long term relationships Difficult to identify target individuals
Barriers to competitors Requires good sales skills and industry
PR exposure knowledge
Client references
Interesting / exciting work
High product specific volumes to
improve buying power
Can give ‘big bang for your buck’
Gains: Unique position, longer term proposition, widen network, endless
opportunities, good payment terms

Actions: Pitch materials, case studies, keep in touch, reasons to call, keep
reminding of benefits, being flexible to demands, trade marketing, target
incentive travel agencies

Appendix 3:

LOYALTY
Advantages Disadvantages

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Long term revenue Long sales lifecycle
Partnership sales approach Unreliable turnover projection
BAU processing Pitch against competitors
Long term relationships High risk of low-slow returns
Barriers to competitors
PR exposure
Client references
Gains: Unique position, longer term proposition, widen network, good payment
terms

Actions: Pitch materials, case studies, keep in touch, reasons to call, keep
reminding of benefits, being flexible to demands, trade marketing, of-the-shelf
employee of the month, long service rewards, ace the annual report, referrer
rewards, internal newsletter reader quiz prize

Appendix 4

RETAIL
Advantages Disadvantages
Brand visibility Long sales lifecycle

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National coverage Unreliable turnover projection
Exclusive environments Pitch against competitors
Barriers to competitors Low margin after commissions
PR exposure Security
Client references Stock wastage
Good cash flow Supply chain costs, delivery, POS, etc
Good non-redemption Payment terms
Difficult to assess profitability

Gains: Brand exposure, product volumes, generates direct sales,

Actions: Strict deployment guidelines on our terms, new box, utilise Graham
Davies (Hallmark)

RESELLER
Advantages Disadvantages
Low marketing costs Give commissions
Minimal sales experience required Output quality and content controls
Generates steady sales No brand exposure
Easy-out to competitors
Stealing part of market share (Google)

Gains: New customer acquisitions, BAU processing, increased online activity

Actions: Strict deployment guidelines on our terms, proven partners, target

corporate travel agencies, function to create partner skins / xml feed

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