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An Interview with Timothy Cumming  - The Directors’ Centre’s E-commerce Expert

Who Are You?

"Timothy Cumming, Senior Consultant with The Directors' Centre. Founder of Wiltshire Webs and All Out Interaction, web agencies with a passion for return on internet investment. Author of Little E, Big Commerce (Foreword by Sir Richard Branson). "

What Do You Do?

"I work with marketers and owner-MDs.  First, I help them know how high to set their internet business goals, secondly I help achieve them. This is a mix of advice and hands-dirty doing."

And Your Style?

"I'm pretty straight-talking and obsessive about return on investment and competitive edge.  No point in doing anything unless you've got those two in mind. Because I run a small portfolio of my own projects and companies, my advice is always formed from recent marketing and internet experience, not theory. I'm a giver, not a taker - my clients usually feel they've drawn the long straw when I'm done."

What Have You Done?

"As an owner, I've built four media and technology companies from scratch to SME. As a director, I helped build the sales of Ayscough Travel from £27m to £60m. In between, I've worked in both public and private sectors, as a freelancer, marketing director and consultant."

Why Should I Care?

"For two big reasons. One, because there's probably more internet business passing you by than you know, all going to competitors. Two, because your return on internet investment (RoII) can almost certainly be improved... by boosting your internet proposition, by increasing your internet reach, by improving internet customer quality, by raising contact frequency."

What Can You Do For Me That I Can't Do For Myself?

"I bring up-to-date expertise to your enterprise. I observe your team, your market and your competitors with an impartial eye. I provide battle-tested strategies and techniques to help you get ahead quickly and build advantage. In just a few weeks, nearly all firms can improve their RoII. In just a few months, their competitive edge too."

What Mistakes Would You Stop Me Making?

"These are the five most common internet mistakes I encounter in my work with clients:

1. The un-interactive website
2. The vague proposition
3. The rudderless strategy
4. The untested idea, and
5. The isolated campaign.

These are all forms of bad investment, which will lead to low or negative RoII. Your internet offering isn't about being stylish or comprehensive for its own sake - it's about leads, prospects, demos, trials and sales. I'll help you avoid these kinds of mistakes before they're made."

How Else Would You Save Me Money (Or Make Me Money)

"Three areas:

1. Increasing effectiveness - in e-commerce, web response and in email, search engine, affiliate and viral marketing
2. Reducing costs - in production, support and internet marketing; and most important of all...
3. Making decisions based on RoII. It's so easy to make wise decisions with value-based knowledge; the value of a customer, of a visitor, of an enquiry, of an opened email, of a single click. I use a value framework in everything I do. It just works."
   

Give Me An Example Of One Business You Worked With This Year?

"A city firm of market analysts was failing to sell its weekly spreadsheets in sufficient numbers to survive.  Everyone was over-worked and underpaid. Together, we formulated a safe and quick route to serve customers online and to innovate the product so it was unique and high value.

The internet was the key; a new customer website was built that served clients unique and incisive market analysis and a simple customer email alerts system kept their clients up-to-date. As a result, online sales launched successfully and the company has expanded."

Why Should I Trust You?

"13 years marketing technology experience. An honest and open approach. My own small portfolio of projects and businesses means I see things the way you do. Personal chemistry is important too - let's meet and see if there's a comfortable fit.  Oh, and I have one or two happy clients."

How Much Will It Cost Me?

"Less than one fifth of what you should see in returns. I work on a project basis only so you can plot a decent RoII. If I don't think I can help you, I'll back out quickly and tell you why."

How can I contact Tim?