Case Study - Axies Digital

Introduction

Axies Digital, based in Leicester, are a digital marketing agency supporting SMEs to get the best results from their marketing through a precise, data-led approach with a particular focus on pay-per-click (PPC), search engine pptimisation (SEO) and social media.

Since co-founder, Harmeet Singh, started the business in 2018, they have supported numerous organisations to meet their marketing objectives; have grown to six employees; and, have established themselves as a key provider of digital marketing services in the local business community.

However, Harmeet recognised that revenue had peaked at a similar level for 2-3 years despite all the hard work dedicated to building the business. There was a risk of getting burnt out and a sense of unfairness in that a ceiling had been reached which did not allow adequate and sustainable financial reward for their considerable effort and dedication. Something needed to change...

Harmeet joined the 12-week Help to Grow: Management Course in September 2023 to gain a fresh perspective and change the trajectory of his business.

Growth

Following successful completion of the course, the financial performance of the business improved significantly. They have moved from a turnover of £175,000 in 2023/4 with a loss of £6,000 to a turnover of £240,000 (+37%) in 2024/5 with a profit of £43,000.

Alongside financial growth, the business has been streamlined enabling employees to feel more confident and focussed on a more manageable variety of tasks and activities. There is a greater sense of enjoyment and clarity in the business and Harmeet has more time to focus on future opportunities, feels more confident and is happier as a business owner.

Business transformation

This transformation has been achieved primarily by focussing on streamlining the services delivered and targeting specific markets alongside a review of unnecessary expenditure.

In terms of streamlining services, the business now focusses on its more profitable services such as paid advertising including SEO, PPC and social media with less of a focus on areas such as branding and design. This has been accompanied by targeting opportunities within a few key industries that have been profitable based on previous performance such as retail, ecommerce and manufacturing.

Alongside these changes, a real focus on the productive use of time has emerged. More time is devoted to planning for client meetings and these are kept short and effective with clear outcomes and timescales agreed. Consequently, this has freed up around 30% of Harmeet’s diary to enable him to make new connections, develop new leads and take the initiative on the further development of the business.

A fundamental part of this successful transition has been the 10 hours of mentoring provided by the course. Harmeet built a strong and friendly relationship with his mentor allowing for a full, honest and transparent discussion leading to a clear, practical and relevant growth action plan.

Harmeet was also inspired by the course to develop his entrepreneurial instincts further, beyond his existing business.

He has developed a book designed for babies, soon to be in print, which he intends to market himself, with longer term potential to explore overseas markets.

Harmeet is also very excited to be developing an educational platform, inspired by his own experience of dyslexia. This is designed to support children aged 5-14 with English spelling and grammar and utilises AI to recognise common patterns and problems and delivers tailored learning through structured games and feedback to parents. This is currently at minimum viable product stage and is being refined through feedback from parents and teachers with a view to seeking funding to bring it to market in the near future.