Small business case study at the National NBN-enabled Digital Economy Forum.

1. Linda Sanders, CreativeDirector
ozfeathers.com.au

2. Business History from 1995
• Started with a retail kite shop,
moved online 1999
• Website and email not a major
focus, sales were word of
mouth, only in SA
• In a small, rural township –
Telstra Exchange is small,
slow internet, not good for
business, with no hope to
grow.
• Hobby-sized business.
• Limited access to wider
markets.
FIRST of its kind in SA, 1998
ozfeathers.com.au

3. 2011 – NBN offered
• In early stages explanations were highly
technical; yawn-worthy.
• Glitches -
externally - where to fit the box?
Needed connection to power source, and must
come through the external wall.
Contractors couldn't offer advice.
internally – unit needs to be accessible, but
has lots of distracting flashing lights
We built a cupboard in another room.

4. NBN – switched on Sept 2011
WE CAN NOW…
•… Skype and still use other
computers at same time. (I used to
have to make cuppa when partner
wanted to make a call)
•… view multiple YouTube videos
(tuition, promotion, keep up with our
competitors)
•… quickly open different websites
while customers are still on the
phone. (Pre-NBN had to hang up,
research, then call back.)
ozfeathers.com.au

5. NBN benefits to us
If NBN is a multi-lane high-speed freeway, then we used to
think like the horse-drawn cart on a dirt road… but now we’re
working like a gutsy 4WD and we’re keeping up with semi-
trailers and Porsches…
•Helped us link with valuable international connections
•LinkedIn, YouTube, Facebook Business Page – unheard of before
NBN. Helped our reputation expand overseas.
•Amazing Google & SEO benefits from website Blogs
•We now go direct to our Asian raw materials’ suppliers
ozfeathers.com.au

6. Why we love NBN
• Customer base now
worldwide
• Conference calls are hassle-
free and high voice quality
• Internet costs are CHEAP
advertising – just 33¢ extra
per day for enormous R.O.I.
• Social Media an excellent PR
tool - takes a few minutes
each day.
• Telephony is clearer, all calls
are cheaper via fibrephone.
• No more Telstra! Bonus.
ozfeathers.com.au

7. •…“NBN for Dummies” as a take-
home pack in the early days
•…we had video examples of
existing set ups… plugs, lights
•…Telstra had been clearer & upfront
over copper wire issue.
Telstra only offer DATA port
telephony at present, not VOICE port
connection.
We needed seamless transition.
If Only…
ozfeathers.com.au

8. WHAT ISN’T WORKING, just yet…?
• Only a few customers are NBN-
connected.
• Many expect face-to-face or phone-
to-phone rather than internet.
Reluctance to USE technology.
EXAMPLES from recently:
• “You can see my logo on my shop sign.
Just drive past and you’ll see it.”
• “We’re struggling with how to put it up.
Stop in when you drive past…?”
(Only 150kms round trip…!)
• Suggested customer email a digital
photo, instead he expected a site visit.
ozfeathers.com.au

9. I’m happy to PAY IT FORWARD and answer questions.
Our website is on the photo of Spike below.
Thank you,
Linda Sanders
ozfeathers.com.au

10. I’m happy to PAY IT FORWARD and answer questions.
Our website is on the photo of Spike below.
Thank you,
Linda Sanders
ozfeathers.com.au