Formed from the merger of Entrepreneurial Exchange and The Saltire Foundation, Entrepreneurial Scotland aims to inspire, develop and connect Scotland’s current and future leaders to build the most entrepreneurial society in the world. It has a member network and delivers leadership development programmes providing opportunities for like-minded ambitious individuals to share experiences and develop their leadership skills.
Following the merger, the organisation had multiple propositions, websites, technology platforms, processes and activities that needed to be consolidated and integrated. With a clear strategy and new team in place, the organisation was ready for its next phase of growth. To support its growth, Entrepreneurial Scotland looked to Robertson Collaborate to undertake a digital transformation project.
After an initial review of the organisation, the following recommendations were put forward:
- Reposition the new, larger network proposition to show that the offering is greater than before and how it fits with the wider Entrepreneurial Scotland proposition.
- Create a single online presence to acquire and convert potential members and programme participants, and to engage with members to improve members’ experience.
- Consolidate platforms, systems and processes to build the foundations to run the organisation, enabling relevant, personalised communication.
Using information gathered from one-to-one stakeholder interviews and an evaluation of the market landscape, an evolved network proposition was created. Central to the proposition was the development of conceptual profiles of the target audience and a segmentation model. This led to the new single network, three tier proposition.
The online presence was simplified with a single new website, with logged-out and logged-in user experience. Launched in September 2016, the website is integrated with the new CRM system, which also integrates with the Mailchimp email platform. As Entrepreneurial Scotland is a not-for-profit organisation with access to free and discounted licences, Salesforce was an ideal CRM.
The technology ‘knits’ the whole organisation together and Entrepreneurial Scotland has a single view of its members and programme participants. The team now spends time on engaging with the members and programme participants, improving the experience and developing new offerings.
The digital solution was launched in September 2016. James Stuart, MD of Entrepreneurial Scotland, said “For Entrepreneurial Scotland, our website is a critical tool enabling us to engage directly with our membership community, our alumni and with a wide range of stakeholders and supporters. Robertson Collaborate led the process to define the technology solution, including the selection and management of an agency to build the website. In addition, they worked with us to re-define our member network proposition, forming the foundation of our strategy to grow and scale our membership. This was a complex project with many moving parts, and I was particularly impressed by the flexibility of their approach, and ability to see the big picture as well as provide hands-on guidance to the team.'