SUGGESTIONS FOR IMPROVING THE EFFICIENCY OF A COMPANY ACTIVITY
Based on results received in ch. 3, the aim of ch. 4 is to elaborate a system of recommendations aimed at optimizing the business model and, as a result, at improving the efficiency of the company. Besides this list of recommendation were elaborated basing on analysis results of one company, it might be useful for all companies of this sphere because it covers different aspects of work and acts may be adjusted according to state of each company. Also, this recommendations concerns the aspect of using new technology (implement of new tools such as CRM-system or utility programs for administrative work) thus, it takes into account new trends that might have a significant impact on efficiency of a company activity.
Elaborated system of recommendations represents a technique to quickly identify problem points based on the formula adopting for children centers industry by entrepreneur Z. Ivanter (Ivanter, 2010, p. 45). This formula shows a profit of children center per year and includes ratios that depend on how efficient strategy of center is. The general view of formula is presented below:
«Children's club profit per year = number of people who learned about the club (who saw the signboard, flyer, advertising on the Internet) x conversion rate to interested (what percentage of them called, clicked on the advertising link on the Internet) x transition rate to trial (how many of those who called, brought the child to a trial lesson) x transition rate to students (what trial rate went to students) x subscription cost per month of classes x the number of courses an average child attends (whether he goes to one course or several) x amount in months of the year during which the child on average visited the center (walks all year round / does not walk six months / stopped walking after a month of classes, etc.) x margin».
The calculation by this formula shows that even small improvements concerning optimizing of customer relationships and advertisement would give a positive economic effect. Considering that company may increase some cost in order to improve business processes (for example, implementing of CRM-system for 1 work place may cost 5000 rubles (CRM systems prices, 2019). the potential profit, after actions for improving business activity would be carried out, may be equal to 385 701 rubles. That is 160 877 rubles more than initial profit.
Recommendations, elaborated in chapter 4 aimed to improve aspects of activity that are connected with coefficients mentioned above. To present information in more structural way, all recommendations were divided by 25 questions that considering 2 possible answers: “yes” or “no”. The answer defines the further recommendation set for a company. Due to the fact that every company may have its proper features, it can be said that one unique business model would be appropriate for each company. That’s why all recommendations are structured in a way when different companies may find a better solution according to its specific state. The list of recommendations made is presented in Appendix J.
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Thus, this set of questions and answers may be considered as a technics for quick analysis of children center business model and may become a tool for optimizing it and, as a consequence, for improving efficiency of company activity.
CONCLUSION
During the pre-diploma internship, we were convinced of the relevance of the chosen topic and this work: now social networks are the most powerful tool for proving any business and understanding the correct construction of a business model increases the efficiency of an advertising campaign.
In the theoretical part of the work, we learned what social media is and how it positively influences the activities of any company, analyzed various social media strategies, revealed various types of business models and their influence on the company's activities in order to use this knowledge in the practical part of the work.
The practical part consisted of independently conducted research, development and implementation of a business model for calculating conversion, features of communication with the stated target audience, and the selection of appropriate promotion tools.
We have identified features of the target audience that must be considered when creating content, choosing promotion tools.
Methods of content analysis, community management, promotion tools, statistics services enable brands whose audiences are parents of preschoolers to effectively build communication with the user and lead a branded community in a quality manner.[7]
Thanks to the new business model, we were able to highlight the key points of the branded community, outlined the direction, justified effective and inefficient ways to build communication with the user.
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