Smart50 rank: 15
Revenue: $2,377,000
Growth: 93.95%
Founders: James Breeze, 36
Head Office: New South Wales
Employees: 8
Industry: Information technology
Website: www.objectivedigital.com
Nearly all businesses have a website but too many don’t actually know how to create usable ones. Whether it’s clunky navigation or simply being too slow, a lot of SME websites just aren’t up to scratch.
Objective Digital, founded by James Breeze in 2006, attempts to remedy that problem. The company uses a team of 12 consultants to test the experience of a website and other applications to improve productivity and usability.
The company uses interface design, usability testing and eye tracking, along with teaching marketing services to web developers so they can “gain a deeper understanding” of the end users. “We work with many of the large financial institutions and telcos, as well as with medium-sized businesses, government departments and universities, and have a wealth of knowledge when it comes to improving the user experience.” The business has eight employees, and has enjoyed an impressive 93% growth rate over the past year to turnover $2.3 million. There were some tough times during the financial crisis, when many clients put projects on hold. The company had to put a freeze on hiring, although Breeze says he used the time to improve the company’s processes. But a freeze on hiring and focusing on the company’s fundamental business relationships kept the work coming in.
“Relationship building is our most successful marketing effort. In terms of paid marketing, Google Adwords and search engine optimisation works well for us.”
There will be tough times ahead – Breeze says the company needs more staff in project and office management to ensure the company stays smart as it gets bigger, along with more office space to accommodate them all. “We need bigger and better systems and processes in place,” he says.
And despite the growing number of challenges, which include the expansion of the industry and new competition, Breeze says he’ll survive by sticking to a few key principles: “Hire the best people you can find. Be passionate about your vision for the business.”
