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Decoding Digital

The OzCrafters Case Study

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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

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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

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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.