Content Marketing Presentation

1. TELL YOUR
STORY….
fuller.com.au

2. TELL YOUR
STORY
THROUGH
CONTENT
MARKETING....

3. EARNED
ONLINE MEDIA
BLOGGERS
PAID
NEWS.COM
BUZZ FEED
CONTENT SITE
YOUR BLOG FULL
OF CONTENT
GOOGLE
SEARCH
OWNED

4. 91% OF B2B MARKETERS IN THE USA
USED CONTENT MARKETING IN 2014.
CONTENT MARKETING INSTITUTE TRENDS

8. TELL YOUR
STORY WITH
VIDEO....

9. BY 2017 VIDEO WILL ACCOUNT FOR
69% OF ALL CONSUMER INTERNET
TRAFFIC.
CISCO

11. TELL YOUR
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THROUGH
STRATEGIC
LONG-TERM
PUBLIC
RELATIONS....

12. Serve up a fair price
Calculating the worth of a business
is crucial, writes Claire Heaney
WHETHER you are planning
to sell, retire, looking for fi-
nance, investors, partners, or
just wanting to take stock, it is
wise to know the value of the
business you are running.
But it is not a simple exercise
as there are many variables
that come into play. It also
depends on your industry, the
economy and how vital you are
to the business.
The most common way of
valuing is by taking a multiple
of earnings before interest, tax,
depreciation and amortisation
(EBITDA).
This values the business and
not the shares.
William Buck corporate ad-
visory director Manda Traut-
wein says it is theoretically an
easy formula but input into the
formula often requires pro-
fessional judgment.
‘‘For example, the higher the
risk associated with the busi-
ness the lower the multiple,’’
she says.
‘‘The business owner is not
always best placed to make this
always best placed to make this
assessment because they have
no basis for comparison,
whereas a professional valuer is
on top of this.’’
She says it should be forward
looking, and that well-run
small to medium businesses
can sell for three to five times
their EBITDA.
Acorro business strategist
John Downes says vendors
have unrealistic expectations of
the value of their business.
‘‘I have found that buyers
are not paying much more than
1.5 times EBITDA but sellers
want three times what a buyer
is prepared to pay,’’ he says.
Downes says the disconnect
means deals are done when
vendors ‘‘get some sense or
become tired and desperate’’.
Net assets
You can add up the value of the
business’s net assets.
‘‘The problem with this is
that you don’t take into ac-
count intangibles such as good-
will,’’ Trautwein says. ‘‘To me,
it’s like a minimum valuation.’’
icy adviser Gavan Ord agrees
that not all valuations are
driven by accounting models.
‘‘For example, in the cafe
industry, people often use the
number of kilos of coffee a cafe
goes through each week as a
useful baseline to value the
business,’’ he says.
Ord says people look to
industry rules of thumb be-
cause the standard of some
business books are not great.
it’s like a minimum valuation.’’
Discounted cashflow
Trautwein says a business can
be valued based on forecasts.
‘‘It is the most complex way
of valuing and it is more
difficult because there are more
variables,’’ she says.
Forecasts would need to be
available for three to five years.
Institute of Public Account-
ants adviser Tony Greco says if
clients aren’t ‘‘sticky’’ – mean-
ing they have to come to you
because of your expertise or
special offering – it will be
reflected in the valuation.
Businesses can go through
trends and dramatically chang-
ing technology can quickly
make a business outdated.
Greco says the value of
financial services businesses
are being hit because of
changes to legislation that will
take effect from July, which
means they will charge a fee
and not receive commission for
selling their products.
CPA Australia business pol-
icy adviser Gavan Ord agrees
‘‘Don’t just look at financial
information,’’ he says.
‘‘Investors may be willing to
pay a premium for certain
business attributes, such as a
business only running five days
a week.’’
Are you the business?
The value of the business will
be affected if the owner ‘‘is’’
the business.
‘‘Some businesses are driven
by the owner’s skill set,’’ Greco
says. If they are removed, there
is no business or someone
needs to be employed.
SPILLING THE BEANS ON COFFEE
After years in hospitality,
Nathan Weston uses a
area under management
would be more attractive
HOW TO IMPROVE
YOUR VALUE
Serve up a fair price
Calculating the worth of a business
is crucial, writes Claire Heaney
WHETHER you are planning
to sell, retire, looking for fi-
nance, investors, partners, or
just wanting to take stock, it is
wise to know the value of the
business you are running.
But it is not a simple exercise
as there are many variables
that come into play. It also
depends on your industry, the
economy and how vital you are
to the business.
The most common way of
valuing is by taking a multiple
of earnings before interest, tax,
depreciation and amortisation
(EBITDA).
This values the business and
not the shares.
William Buck corporate ad-
visory director Manda Traut-
wein says it is theoretically an
easy formula but input into the
formula often requires pro-
fessional judgment.
‘‘For example, the higher the
risk associated with the busi-
ness the lower the multiple,’’
she says.
‘‘The business owner is not
always best placed to make this
assessment because they have
no basis for comparison,
whereas a professional valuer is
on top of this.’’
She says it should be forward
looking, and that well-run
small to medium businesses
can sell for three to five times
their EBITDA.
Acorro business strategist
John Downes says vendors
have unrealistic expectations of
the value of their business.
‘‘I have found that buyers
are not paying much more than
1.5 times EBITDA but sellers
want three times what a buyer
is prepared to pay,’’ he says.
Downes says the disconnect
means deals are done when
vendors ‘‘get some sense or
become tired and desperate’’.
Net assets
You can add up the value of the
business’s net assets.
‘‘The problem with this is
that you don’t take into ac-
count intangibles such as good-
will,’’ Trautwein says. ‘‘To me,
it’s like a minimum valuation.’’
Discounted cashflow
Trautwein says a business can
be valued based on forecasts.
‘‘It is the most complex way
of valuing and it is more
difficult because there are more
variables,’’ she says.
Forecasts would need to be
available for three to five years.
Institute of Public Account-
ants adviser Tony Greco says if
clients aren’t ‘‘sticky’’ – mean-
ing they have to come to you
because of your expertise or
special offering – it will be
reflected in the valuation.
Businesses can go through
trends and dramatically chang-
ing technology can quickly
make a business outdated.
Greco says the value of
financial services businesses
are being hit because of
changes to legislation that will
take effect from July, which
means they will charge a fee
and not receive commission for
selling their products.
CPA Australia business pol-
icy adviser Gavan Ord agrees
that not all valuations are
driven by accounting models.
‘‘For example, in the cafe
industry, people often use the
number of kilos of coffee a cafe
goes through each week as a
useful baseline to value the
business,’’ he says.
Ord says people look to
industry rules of thumb be-
cause the standard of some
business books are not great.
‘‘Don’t just look at financial
information,’’ he says.
‘‘Investors may be willing to
pay a premium for certain
business attributes, such as a
business only running five days
a week.’’
Are you the business?
The value of the business will
be affected if the owner ‘‘is’’
the business.
‘‘Some businesses are driven
by the owner’s skill set,’’ Greco
says. If they are removed, there
is no business or someone
needs to be employed.
Copyright Agency Ltd (CAL)
licensed copy
Herald Sun, Melbourne
08 Apr 2013, by Claire Heaney
Your Money, page 25 - 711.85 cm²
Capital City Daily - circulation 460,370 (MTWTFS-)
ID188693882 PAGE 2 of 3
Copyright Agency Ltd (CAL)
licensed copy
Business Review Weekly, National
11 Apr 2013
Business News, page 1 - 2,907.59 cm²
Magazines Business - circulation 37,060 (---T---)
ID189212312 PAGE 1 of 10
Copyright Agency Ltd (CAL)
licensed copy
Australian Financial Review, Australia
14 Aug 2013, by Jason Clout
Special Report, page 3 - 322.33 cm²
National - circulation 64,861 (MTWTFS)
ID208212537 PAGE 1 of 1

13. PR IS THE ENGINE ROOM OF CONTENT
MARKETING. OUR CORE BUSINESS
NOW INVOLVES MESSAGE CREATION,
MANAGEMENT OF MESSAGE CONSISTENCY
AND MEDIA RELATIONS TO PROVIDE
CONTEXT TO CONTENT MARKETING.
ASPECTUS – LONDON, SINGAPORE, NEW YORK
CONTENT MARKETING INSTITUTE TRENDS

14. 375% INCREASE IN NUMBER OF MEDIA
MENTIONS FOR WILLIAM BUCK –
AUDIENCE REACH OF 17.1 MILLION, AN
INCREASE OF 400% ON PREVIOUS YEAR

15. TELL YOUR
STORY TO
THE RIGHT
PEOPLE….

16. WHEN A BRAND APPEARS IN BOTH
THE ORGANIC AND PAID RESULTS, THE
SEARCHER CLICKED ON THAT BRAND
93% OF THE TIME.
MARKETING IN THE AGE OF GOOGLE 2013

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BEAUTIFULLY….

21. YOUR
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IS YOUR
STORY.…

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NATIONALLY CONNECTED SINCE 1875.
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25. PRIMARY VISUAL STYLE FOR FLAGSHIP TUCKS WITH CURTAIN

31. ADELAIDE | 647 Portrush Rd, Glen Osmond SA 5064 PO Box 219 Glen Osmond SA 5064 T 08 8372 2777 F 08 8379 0703
MELBOURNE | 39/574 Plummer St, Port Melbourne VIC 3207 PO Box 715 Port Melbourne VIC 3207 T 03 9676 9555 F 03 9676 9455 ABN 20 080 960 112
stratadata.com.auBETTER TOGETHER.
Terry Smith
Managing Director
M 0403 843 002. T 08 8372 2777
tsmith@stratadata.com.au
stratadata.com.au
647 Portrush Rd, Glen Osmond SA 5064
PO Box 219 Glen Osmond SA 5064.
ADELAIDE | 647 Portrush Rd, Glen Osmond SA 5064 PO Box 219 Glen Osmond SA 5064 T 08 8372 2777 F 08 8379 0703
MELBOURNE | 39/574 Plummer St, Port Melbourne VIC 3207 PO Box 715 Port Melbourne VIC 3207 T 03 9676 9555 F 03 9676 9455
stratadata.com.au
ADELAIDE | MELBOURNE
BETTER TOGETHER.
Paul Smith
Chief Executive Officer
M 0403 843 002
psmith@stratadata.com.au
stratadata.com.au
ADELAIDE | 647 Portrush Rd, Glen Osmond SA 5064
PO Box 219 Glen Osmond SA 5064. T 08 8372 2777
MELBOURNE | 39/574 Plummer St, Port Melbourne VIC 3207
PO Box 715 Port Melbourne VIC 3207. T 03 9676 9555

32. VISUAL: 15INCH MACBOOK - 1440 BY 900 PIXELS 2
ECUPTA TURIE WECUPTA TURIBUSNAM
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