new zealand | engagement with smes (katie wellington)
TRANSCRIPT
THE BRIDGE BETWEEN
BUSINESS & GOVERNMENT
14MAR13
• 97% of enterprises
• 31% of all employees
• 42% of the economy’s total output
SMEs in New Zealand: Structure and Dynamics 2010
- Ministry of Economic Development and Statistics New Zealand
SMES HOLD AN IMPORTANT POSITION
WITHIN NEW ZEALAND
BUSINESS.GOVT.NZ IS FOCUSED ON HELPING
THEM SUCCEED
“Doing business with government, and
getting information from government,
should be easy.”
WE’VE BEEN INFORMED AND INSPIRED BY
OUR CUSTOMERS - SMES
• We know the wants and needs of SMEs
• We know that SMEs are very busy and feel overwhelmed
• We know what keeps SMEs up at night
• We know that SMEs always want clear information from
a credible source
Government has great credibility in ‘government matters’
WE BUILT OUR STRATEGY AND POSITIONING
AROUND THEM
• We are a bridgebridgebridgebridge between business and government
• We packagepackagepackagepackage and demystifydemystifydemystifydemystify ‘government stuff’
We provide a single high-level source, a snapshotsnapshotsnapshotsnapshot
Where more than one agency has interest in a topic, we’ll
combine it so it makes sense from the SMEs’ point of view
We’ll use a conversationalconversationalconversationalconversational tone, and connect the dots connect the dots connect the dots connect the dots
between agencies
SOME OF OUR
TOOLS & PRODUCTS
WEBSITE
• 6000 YouTube views
• 4000 Twitter followers
• 2000 Facebook likes
SOCIAL MEDIA
• 25,000 e-newsletter
subscribers
E-NEWSLETTER
MOBILE BUSINESS TOOLBOX
- IPADAPP
• Key marketing initiative
• Sponsors fund 60k
of prizes and cash
• Regions provide judges
BUSINESS PLANCOMPETITION
OUR APPROACH
WE TAKE A ‘DESIGN THINKING & DOING’
APPROACH TO OUR WORK
1. FOCUSING ON THE THE NEEDS AND
CONTEXT OF OUR CUSTOMERS
2. PRIORITISINGACTION OVER
DOCUMENTATION
3. EXPERIMENTING, PROTOTYPING EARLY,
TESTING THROUGHOUT
THIS BRINGS HUGE BENEFITS FOR
OUR ORGANISATION
• It de-risks the innovation process
• It helps us to prioritise our effort and resources
• We don’t waste money building things that we later find
people won’t value
• Because we collaborate with SMEs at every stage of the
process, we get new learnings and ideas for
breakthrough innovations
• Multi award winningNetguide Best Website for Small Business, 2011, 2012
AUT Business Excellence award winner, Government,
2012
• Over 1 million visits in 2012
AND LEADS TO A GREAT PRODUCT FOR OUR
CUSTOMERS
0
30,000
60,000
90,000
120,000
Visits
Date
Visits
AN EXAMPLE:
EMPLOYEE COST
CALCULATOR
WE INVOLVED SMES IN AN
‘IDEA GENERATION’ SESSION
Idea most likely to be approved by business
Idea most likely to delight customers
Idea that most supports the strategy
Voting – Ideation
WE INTERVIEWED SMES FURTHER,
TO FULLY UNDERSTAND THEIR NEEDS
WE WORKED WITH SMES AS WE DEVELOPED
THE FUNCTIONALITY
WE’RE HEADING INTO VISUAL DESIGN NOW
A FEW OTHER
THINGS WE’VE DONE
IN THIS WAY
WEBSITE REFRESH
CONTENT REFOCUS
AND REALIGNMENT
ONECHECK
SEARCH TOOL
COMING UP:
COMPLIANCE ESSENTIALS TOOL
B-CAL CALENDAR