1. UNCLASSIFIED Decoding Digital The OzCrafters Case Study 1www.symphony3.com

2. UNCLASSIFIED About the case study As part of the Decoding Digital online course, we will be using hands-on examples from a fictional business – OzCrafters The business scenario is outlined on the following two slides We recommend you are familiar with the case study in order to get the most out of the program \ www.symphony3.com2

3. UNCLASSIFIED Business Case Study: Oz Crafters Oz Crafters are boutique woodworkers based in Ballarat, founded in 1981 The business was started by Frank Jones, who left his job as an accountant to pursue his love for woodwork Starting out alone, Frank handmade wood crafts from children’s toys through to custom-built furniture from locally and ethically sourced timber Oz Crafters sell a range of pre-made toys, home products and furniture from their shopfront in Ballarat, and the workshop is open for viewing to the public on Saturdays to see the team at work There are 7 retail partners who sell Oz Crafters’ products in other metropolitan hubs in Victoria, however the company has not branched out interstate. 2 retail partners have recently gone out of business. Frank has 3 employed woodworkers and 3 shop assistants. His wife, Angela also helps with the management of the store and business admin www.symphony3.com 3

4. UNCLASSIFIED The Future Vision Frank & Angela’s son, James (29 years old), has been living and working in Europe for the past 5 years and is returning home to re- join the family business At 61, Frank is beginning to think about retirement and would love to see his son carry on the business into the future James sees huge potential in using digital to grow the customer base of Oz Crafters, and wants to set a target to grow revenues by 30% in 2 years and 50% in 3 years. Current turnover is $1m. By utilising digital, James believes Oz Crafters will be able to sell more products within Victoria, but also build a strong customer base in other states both with retail partners (B2B) and directly to consumers (B2C). While mass furniture and homeware producers like IKEA grow their market share, James believes there is still a great opportunity to provide a niche product that is high quality, hand made and ethically sourced and that customers will be willing to pay a premium for those characteristics. www.symphony3.com4