UPFRONTS: MARKETERS WHO MATTER
Andrew Michael FOUNDER & CEO
BARK.COM
go wherever they are. Naturally, we value social media channels for their ability to shape customers’ opinions and create brand identity. We also bid on thousands of
Andrew Michael began his first company, Fasthosts, from his parents’ house aged 17 and went on to sell the multi-million- turnover business for £61.5 million in 2006. Since then he’s founded and built four online companies. Latest venture
Bark.com links consumers to local professionals across a range of services
How have you been able to build new users’ trust and loyalty in
Bark.com?
ANDREW MICHAEL: It’s not rocket science, but listening to customers and actively encouraging feedback from anyone who uses the website is a key part of building loyalty. We make sure to incorporate user feedback wherever appropriate - our customers are fundamental to our business, so the service needs to be moulded to fit their needs. The result is a lot of repeat custom for a variety of services, so we must be doing something right! We currently have an average Trustpilot rating in excess of 4.5, something we are extremely proud of and justification for the amount of resource we put into ensuring users have the best possible experience of
Bark.com.
Which digital channels or platforms are you most focused on at
Bark.com? AM: The key for us at the moment is the growth of our sellers so we
keywords on AdWords and have just started an affiliate programme to help with this. Improving our SEO is paramount moving forward – no one sifts through the Yellow Pages to find servicemen anymore. The internet is generally the first port of call. We also make sure that with any action or process we implement, we ask ourselves ‘how will this convert to mobile?’ After all, it’s very likely that sellers and buyers will be looking for our services while on-the-go.
What would be your three top tips for budding entrepreneurs? AM: While you should listen to others around you, it’s important
customers – they’re the lifeblood of any business
that you ultimately trust your gut instinct. You have to be confident that you’ve got to a certain position because of your decision- making skills. It is imperative to listen to customers though, as they are essentially the lifeblood of any business and their feedback is invaluable. Hiring a great team is essential
in any venture. You need to select talented people with the right ethos and then let them get on with what they do best, that’s
INTERVIEW JON FORTGANG 9 issue 26 november 2015 It’s imperative to listen to
when you see the most positive results. Never give up if you fail at the
first hurdle. Plan A may not work but do not be afraid of plan B, C and D – many of the most successful businesses and individuals have had to endure their fair share of rejection so you’ll be in good company. But make sure you learn from any mistakes!
You’ve been involved in a number of successful start-ups. What’s the most significant lesson you’ve learned about launching an online business? AM: A big thing that I quickly had to learn was the importance of being nimble and flexible. Strategy and plans are obviously important, and are essential when you’re starting out, but being able to think and adapt on your feet is vital. Things crop up out of the blue that could be a huge opportunity or threat and if you don’t react accordingly, your business could easily fall flat. The digital marketing
landscape is constantly evolving, which is part of its appeal. But it’s equally important not to get left behind. Google are always pushing businesses to be cleaner in how they do SEO while also monetising more and more of the search engine real estate. Strong content is also
absolutely vital and intrinsically linked to social – shareability is key to raising your profile and public awareness.
bark.com
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