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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 rejoin 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.
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