Digital Strategy for Kiwi Businesses

6 dimensions of digital maturity - Business Coach | Digital Strategy

Today the NZ Herald published an article, based on an interview with our Business Coach & Principal, Debra Chantry, about Digital Strategy:


It talks about one of the clients, Baby Sleep Consultant that Debra works with as a Business Coach. Debra has worked with Baby Sleep Consultant to develop their Business Strategy as well as their Digital Strategy.


A Digital Strategy has 6 components:


6 dimensions of digital maturity - Business Coach | Digital Strategy


The article explores the Social Business Strategy that Baby Sleep Consultants have undertaken & the results that they have got from that.

Spark: Social media wakes up a sleeping business

NZ Herald – 28/06/16

When Emma Purdue started her business, Baby Sleep Consultant, just over three years ago she found Facebook a natural place to connect with potential customers.

“In years past, mums were mostly talking to each other on the phone but these days we’re socialising on social media – and with mums that’s particularly on Facebook,” says Purdue. “It’s important for us we’re engaging with them there so, when they are ready, they’ll end up coming to our website for more information or booking a consultation.”

In the early days, the business – which focuses on baby (and parent) sleep problems – found it easy to reach and grow its community on Facebook for free. However, when changes on the social media platform meant it was no longer getting the same organic reach from its posts (and they were increasingly being pointed towards paid advertising to increase reach) they needed a new strategy.

The business began developing VIP customer Facebook groups in some of the different geographic locations where its consultants operate.

Clients are invited to join the groups, members gain immediate online access to their local consultant (who manages the group), other sleep-related information and special discounts on baby and child products in their area.

Purdue reports the groups have grown organically as members – who feel they have an ‘exclusive’ relationship with the business – invite their friends, bringing more business the company’s way.

“In those VIP groups, our customers actively promote us; they’ll advocate we’re really good at what we do and they recommend us – which ends up in bookings.”

The company now has VIP Facebook groups operating for communities in Adelaide, Brisbane, Tauranga and Dunedin and has plans to roll them out across New Zealand.

Demand for Baby Sleep Consultant’s services in Adelaide, where the first VIP group was launched, has increased so much, Purdue says the company’s consultant there has given up her part-time job to focus on sleep consulting full time.

Purdue says her business coach Debra Chantry – a coach with The Icehouse business growth centre, who also runs her own business Ventell – pointed out Purdue needed to stop working so much in the business and start working more on strategies for growth.

“At the time I thought, ‘I can’t stop working with clients’, but actually about six months ago I did; from that point on, there’s been a massive change in the business – sales figures have tripled.”

Chantry describes what Purdue has achieved with the social side of her digital business strategy as ‘nirvana’ – hitting a sweet spot where customers are so engaged, they’re creating their own community to help each other as they’re helping the business.

More broadly, digital strategy is described as the activities, vision, goals and opportunities spanning everything in a business covering the IT, online and mobile spaces.

Given the increasingly digital nature of all our interactions, Chantry says it’s a broad remit: “If you really look at it, the list of things that come under that digital strategy banner can seem endless.

“In a small business context I think people can forget just how many of these digital tools we use these days – your accounting software, all the apps on your phone, marketing communications tools, social media and even internal tools for things like chat and messaging.”

However, to sharpen the focus, Chantry outlines six key areas that digital strategy generally encompasses.

The first, she says, is human resources – who’s responsible for digital, who’s leading it and who could benefit from it; then there are tech resources – the technology that’s actually being used; and data strategy – where and how data is stored and used.

The remainder include content strategy – what content is produced, where it’s kept and how it’s kept up to date; channel strategy – how digital drives relationships in the channel; and social business strategy – encompassing how social media is used within a business, as well as to grow external communities.

Chantry admits most small businesses have yet to find the bandwidth to come up with strategies spanning all six aspects. Many, she says, will instead tend to carve off a specific project within one of those areas.

“As a starting point though, the best approach is to get the key players in the organisation together and literally map out every single piece of software, data, and hardware they have – because that highlights how much ‘stuff’ a business already has, who’s responsible for it, whether it’s up to date and whether it integrates with other tools the business is using.

“Then it’s important to look at the customer journey, what the digital touchpoints are from start to finish, and how any of those could be enhanced.”


If you would like to talk to Debra Chantry or one of our Business Coaches about your businesses Digital Strategy, then please contact us –

Nelson Investment Opportunity

“Imagine, Nelson as New Zealand’s Premier Outdoor Concert Location”


If you have a soft spot for Nelson, then this investment opportunity could be for you…

A closed group investment proposition opportunity exists through one of our clients for you to invest in Showcase Nelson.

Showcase Nelson Proposition Document


The Core Purpose of Showcase Nelson:

  1. Deliver ROI for the investors and repay the bank loan each and every year.
  2. Stage profitable, high quality events that solely focus on the customer experience, events that attract a 30-55 year old to Nelson.
  3. To operate in a state of constant innovation in everything we do.
  4. Establish sufficient working capital to enable the self-funding of future events.
  5. Play the long game, remain open minded but don’t lose sight of the vision, the venue, the act and the overall Nelson experience — all need to be special, the sum of the parts being greater than the whole.

The management team and advisory panel will agree upon the strategic and operational KPI metrics.

We will operate with total transparency and develop a sustainable company from day one.



Is an event/entertainment company (5038582)

  • Showcase Nelson will be run by Stuart Allan together with contracted consultants, who are specialists in their respective elds
  • Showcase Nelson will be totally accountable for the implementation of the events, reporting to an advisory panel
  • Governance – Julian Raine will Chair the advisory panel comprising of four additional members (yet to be appointed)
  • Key advisory partners, include Gary Stocker Lawyer, Ross Strawbridge Accountant, Tony Pratt Westpac Bank Manager
  • Showcase Nelson Ltd is registered with NZ Companies O ce and the Constitution has been lodged.

Showcase Nelson

Showcase Nelson







Showcase Nelson Proposition Document


Debra Chantry is a Business Coach with The Icehouse and is working with Stuart Allan in a Business Coaching capacity.

The importance of googling yourself

Google Debra Chantry - Business Coach | Leadership Coach | Keynote Speaker | Workshop Facilitator

Today, I was trying to work out how a potential client had contacted us to do a workshop / speaker event for them. I tried googling all sorts of key terms to see what caGoogle Debra Chantry - Business Coach | Leadership Coach | Keynote Speaker | Workshop Facilitatorme up… Still can’t work it out, but very grateful that they did find me & really looking forward to working with them.


Whilst I was googling, I decided I hadn’t googled myself for a while & should take a minute to see what came up. No big surprises – All of the usual stuff that I expect – several pages of articles about me, Business Coaching, Woman of the Year, Cars etc. – nothing too exciting & also nothing to get nervous about 🙂


However I was reminded that google has an alerts service for your name & I hadn’t received any alerts for a while, yet I’m sure I’ve been published a few times.


I went to my google alerts account ( & checked to make sure everything was set up properly… And it was there that I found that one of the settings had changed and so I wasn’t getting ALL alerts.


I turned it on & these popped up – 2 blog articles that I have never seen before:


Debra Chantry - Woman of the Year Awards - 2013 - Business Coach | Leadership Coach | Keynote Speaker | Workshop FacilitatorAn article on the Woman of the Year awards from 2013, where I was a finalist in the Business section for the Business Coaching, Mentoring & Charity work that I do… It was fun to look back on that night. 

Rest in Pets | Stoppress | Business Coach - Debra ChantryAnd then an article in Stoppress from one of my original start-up clients at The Icehouse. Interesting that this business has now broken into the UK & is up for sale (If anyone is interested then contact me directly):


These alerts reminded me how important it is to not only google yourself regularly, but also have a google news alert set up so that it can pick up any new articles or blog posts.


Alerts are a great way to automate the searching process & you can choose to receive these as they are published online.


Normally these will be positive things… but what if they’re not? Or what if your personal details pop up & you don’t want those made public (This happened to me a few years ago – my address & telephone number on a CV and a spa bath photo from Facebook that I had inadvertently made public)?


There are a few options. Firstly, find the original source:


  • If you are the owner then you can make the changes. (This solved my spa bath & CV issue for me!)
  • If you’re not the original owner & it meets the criteria, then you can contact google who can help you to remove the information – here is how they work –
  • And if it doesn’t fit into the criteria for google to remove it, then seek help from a professional online reputation management specialist.


And finally, you want to see what order the articles on google come up in. Are they reflecting what you want to reflect online? If not, then you’ll need to start looking at online reputation management to take control of this.. Don’t underestimate how many people google you … And this will be their first impression… Is it one you love?


BONUS TIP: Don’t forget any other names you might have – nicknames, married names, maiden name etc.