Reshape the customer value proposition

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The goal of the new customer value proposition is to acquire, retain and strengthen our customer relationships. The Company will reshape its customer value proposition based on first-hand research conducted and input solicited from Canadian small and medium-sized enterprises (SME). The Company will structure its subsequent offering to directly address their critical needs in digital marketing.

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YP’s core offer will no longer be product-centric, but rather provide content-centric solutions for SMEs.

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Due to fragmentation of the digital market, SMEs require synchronized content across more platforms to reach customers. The starting point is a basic business profile, including company name, expertise, address and contact information. From there, the SME can expand its business profile by adding more engaging content – description of services, hours of operation, photos, etc.

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YP will act as the SME’s content hub and then will syndicate that content across other large digital ecosystems (i.e. Facebook, Google, Apple).

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The offering will blend Owned and Operated products and digital services into a staircase of offerings with varying service levels (basic, plus, premium). The entry point will consist of a simple, affordable, content-driven solution to establish, amplify and manage an SME’s business identity online. Once this is in place, an SME will then unlock a range of scalable marketing solutions to boost their visibility and manage their reputation in social media, an arena where SMEs clearly identify a critical need for assistance.

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Many digital services and certain digital products, as well as print, will now only be available as add-ons to the main customer offering, creating upsell and upgrade incentives. By offering blended, tiered solutions, profitability will be more stable and sustainable. 

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Implement new ways of selling

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While YP has successfully shifted skillsets and knowledge base of its sales teams over the last three years to meet the needs of a digital environment, the Company must now review the structure of its salesforce. This currently remains aligned with legacy structures. YP requires greater flexibility to capture growth opportunities across customer segments, cost efficiencies and increase competitiveness. Additionally, the Company will place greater emphasis on acquiring and retaining high spend, high potential customers.