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Information is Power

Search Engine Optimisation (SEO) is also known as on-line marketing. It is crucial to the success of any business to incorporate SEO into the design of their website and also to use it to promote their on line presence, their business, products and services.

Information is becoming more and more valuable – and its value is being recognized more and more. In many cases, “soft” assets like information are more valuable than all the “hard” assets of a business and more critical to the growth of the business.

How well is your information system geared towards:
Measuring soft capital?
Capturing your intellectual capital?

The next point to consider is how well your business uses technology to support its information systems.
Technology underpinning Information System

List the technology your business uses:

  • Software
  • Hardware
  • Internet
  • Intranet
  • Filing systems
  • Accounting systems

To what extent are these all integrated?

Information Systems
Keeping informed on what is happening outside your business is difficult and you can be snowed under with too much information very quickly. Analyse which sources you should use on a regular basis in the exercise below.

Sources of information:

Current Planned

  • Which trade magazines are you subscribed to?
  • How are you kept informed of international developments?
  • What are the addresses of useful web sites?
  • What are the trade organisations that you should join?
  • Who are the people in your network who can keep you aware of developments?
  • How do staff use the system and when?
  • How is information presented for use?

Next, consider your “bandwidth”.
How wide is the “bandwidth” of your external information system?

Does it cover:

  • Technology?
  • People?

Economic sectors?

  • Agriculture
  • Banking
  • Construction
  • Education
  • Government
  • Hospitality
  • IT
  • Utilities
  • Media
  • Medicine/Health
  • Military
  • Retail
  • Telecommunications
  • Trade
  • Transportation

Information on what is happening within your business is just as important as knowing what is happening outside. In each of the relevant areas, especially those that are important to your business’ growth potential, you should have metrics – quantifiable information that measures performance.

Use this to explore your internal information systems.

Information for your business

What type of information do you need across the following functions:




Who is responsible?




Inventory levels

Re-order levels

Delivery speed

Response time

Logistical costs per unit

Vendor rating


Feedback from suppliers




Material usage

Use of equipment


Use of capacity

Quality control problems

% Defaults



Number of customers

Number of repeat orders

Sales expense in % of sales

Journey planning

Order size

Sales funnel

Call volume

Price per lead

Price per converted lead

Sales per distributor

Average call time per customer

% success rate

Discounts given

Response time

New contacts






Feedback from customers

Stake holders




Number of improvements

Number of new ideas

Customer feedback

Supplier feedback


Technological developments

New product introductions