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Business, Technology, and Digital Marketing

Strategy / Execution / Evolution

FNCTN is a business, technology, and digital marketing company. We work with businesses to build new technology and marketing strategy or improve existing strategy, often bridging the gap between both. Our clients combine their knowledge of their business with our industry experience, which results in new revenue opportunities, improved efficiency, clarity, and intellectual property. Strategy can be executed through a collaboration between us and your in-house team or existing partners, or we can be held accountable for all execution through our own senior level production network.

Marketing Strategy

We ingest institutional knowledge of a business and its existing marketing strategy on a broad and channel level. This results in both broad and channel level recommendations, including any needed mechanisms for tracking efficacy and attributing success or failure.

Product & IP Strategy

Also taking a firm understanding of your business, its assets, strengths, and opportunities, we collaborate with you on the conceptualization of new or improved products and services. These may be SaaS, native mobile apps, web apps, data tools, or internal tools. We can also take a set of specified requirements for a particular company operational challenge and research + evaluate existing solutions to help inform a buy/lease decision.

Programming & Development Operations

The ability to actually code and deliver a designed product or digital asset is a common risk in marketing and product strategy. Our team of programmers is very capable and has a proven track record of delivering quality code on time and on budget.

Creative Production

From data-driven, dynamic video to document design, our creatives have it covered. Our design is data driven and measured by a combination of actual effectiveness and aesthetic.

Business & Operations Strategy

At its center, FNCTN is an engine built with the specific purpose of solving major challenges. We spend time with your thought leaders and build our institutional knowledge of your business. Then we proactively leverage that knowledge by offering insights aimed at improving your current operating model.

Investments

FNCTN leverages its own capital to invest in startup ideas and technology. This keeps us at the edge of best practices and ensures that we're always doing something new in a variety of industries. It also provides us the experience we need to effectively and accurately inform client investment decisions.

TACTICAL CAPABILITIES

  • MARKETING STRATEGY

    BROAD-LEVEL ANALYSIS & STRATEGY

    FNCTN will establish clarity and document a plan to act against over the short and long haul. The high-level marketing strategy should be phased with execution scale points being based on a measurable level of efficacy against the determined KPIs/KLIs.

  • CHANNEL-LEVEL ANALYSIS & STRATEGY

    There are distinct opportunities in every channel at our disposal. FNCTN will discover and document what has worked and why, what hasn’t and why, and where energy needs to be directed. This is a huge piece. Each channel level strategy will be comprehensive, potentially with its own KPIs/KLIs.

  • VERTICAL ANALYSIS & STRATEGY

    FNCTN will leverage modern search analysis, social listening, and competitive analysis tools to discover opportunities for potential new target cohorts and market positions. This will include details and clear tactics around who, what, when, where, why, and how. Any proposed tactical approach will be presented in a phased manner (start small, end big), with scaling being based on proven efficacy.

  • TECHNICAL AUDIT & SEO ANALYSIS

    Your current website will be analyzed from the back-end to the front-end. Executing the resulting tactical recommendations will ensure that your website is following current best SEO practices and is ready for ongoing content and link earning campaigns.

  • KEYWORD DISCOVERY & CONTENT GAP ANALYSIS

    A comprehensive list of terms and their corresponding search volume, challenge rating, and relevancy score, will be compiled from current ranking data, competitor data, and market trend data. This list will inform content strategy and architecture, as well as on-site optimization and paid search campaigns.

  • ONLINE COMPETITOR ANALYSIS

    Opportunity exists in the efforts, successes, and failures of your competition. Discovering who your competitors are, what they are ranking for, what they are buying, and how their funnels are set up, will provide logical insight into potential marketing strategy opportunities.

  • CONVERSION ATTRIBUTION

    The origin of success and failure is a mission critical component of a healthy and predictable business. FNCTN will map out the entire funnel, from entry to exit, and document where visibility is lost. In a perfect world, clarity will be established from the dollar spent to the dollar made, with all accompanying data pushing into your analytics accurately and in real time.

  • ANALYTICS STRATEGY

    Your current analytics setup will be evaluated and recommendations will be made that will result in clear, regular and consistent reporting. That is, the data coming out of analytics will be accurate, consistent, and actionable.

  • CONTENT STRATEGY

    Current content architecture will be analyzed and recommendations for change will be made relative to current best practices in content quality, share-ability, your SEO strategy, and business goals. A roadmap for content that is needed, with details around each recommended piece, will also be provided.

  • MARKETING PROCESS, TEAM, & MANAGEMENT AUDIT

    This offering is intended for companies who want to build or strengthen in-house marketing capabilities. FNCTN will work with senior management to document goals and strategies, then spend time with the team and document recommended changes which will result in being more closely aligned with the goals.

  • MARKETING PRODUCTION

    SEO - SEARCH ENGINE OPTIMIZATION

    The FNCTN SEO team has generated tens of millions of dollars for its clients over the last year alone. A practical but creative approach to SEO is taken that includes on-site and off-site optimization, PR, content production, and link earning. This approach makes "pointing at" the results trivial, so that the business may clearly and easily value the work, performance, and consequently the investment.

  • PAID SEARCH & DISPLAY

    FNCTN's paid search team is able to accurately target both large and niche audiences based on a variety of contexts. Starting small, proving the campaign effectiveness, and scaling up slowly to the point of diminishing returns creates a dollars and cents conversation that makes continued and scaled investment decisions in this channel easier to make.

  • CONVERSION OPTIMIZATION

    Design, coding, and UX optimization on a view is a process and is never final. FNCTN leverages modern behavioral analysis tools to see how users are engaging content. The resulting data informs experience optimization decisions that result in fully engaged content and anticipated user behavior (conversions).

  • CONTENT PRODUCTION & PUBLICATION

    The FNCTN content team is comprised of nationally acclaimed writers, editors, designers, and videographers who can produce effective and relevant articles, press releases, videos, infographics, and more.

  • LANDING PAGE DESIGN

    The easiest online marketing tactic to execute is also the easiest to screw up. After defining the goal and purpose of the page, FNCTN designs the experience, launches the page, and performs ongoing conversion optimization to ensure that it performs as expected.

  • WEB & NATIVE EXPERIENCE DESIGN

    The FNCTN UX team has designed web & native experiences for apps like Spotify, AirBNB, and Uber. The team takes a mobile-first approach to everything, meaning that a full featured mobile experience is designed first and then optimized for non-mobile second.

  • INTERACTIVE PROTOTYPING

    The purpose of design is to communicate what needs to be built, and how things will work. FNCTN produces interactive prototypes that are highly effective at communicating an idea and answering questions. That translates to "risk mitigation" when coding, seeking investment, or getting budget approvals.

  • DOCUMENT & INFORMATION DESIGN

    This service is essential when needing to communicate a complex idea to an audience in simple terms. This is typically used in pitch decks, but is also useful in product videos and presentations.

  • MOTION DESIGN

    The FNCTN motion design team excels at story telling and specializes in high-production value product videos, promotional videos, advertisements, and interviews. Brand assets such as stingers, lower thirds, intros/outros, custom transitions, special FX, and anything else involving movement or sound may also be produced.

  • LOGO & IDENTITY DESIGN

    This service is reserved for our startups and product teams. FNCTN designers will create brand and identity collateral and assets for new intellectual property that the product team is leading in strategy and production.

  • Technology Strategy

    DATA SCIENCE & STRATEGY

    FNCTN data engineers and architects lead strategy for major companies in finance, consumer goods, automotive, telecom, technology and pharma industries. A few capabilities include natural language processing, big data, predictive analytics, deep learning and artificial intelligence, regression modeling, and more.

  • DEPLOYMENT, TESTING, & VERSION CONTROL DOCUMENTATION

    FNCTN will collaborate with your internal team to define and document standard operating procedures regarding the production, testing, deployment, and versioning practices to be employed by all programmers on all company projects.

  • TEAM EXTENSION, TRAINING, & SOP DOCUMENTATION

    FNCTN can provide temporary or long-term team extension services to help accelerate coding. This service can scale month to month based on need. Our technology leadership also provides training and operational standards documentation.

  • QUALITY ASSURANCE & STANDARDS DOCUMENTATION

    Aside from project-specific testing plans, FNCTN can also create and document quality assurance standards. These standards are commonly used in production to ensure that best practices are being adhered to by the team.

  • INTERNAL IT STRATEGY

    FNCTN is partnered with some of the most reputable IT infrastructure and security firms in the U.S. Our technologists will evaluate your current infrastructure strategy/implementation, document an updated road map, and make recommended tactical changes. These recommendations will include prioritization and order of operations.

  • OPERATIONAL SECURITY STRATEGY

    OpSec is more mission critical today than ever before, and will be more so tomorrow than today. FNCTN will document use practices and rules which, if followed, will ensure effective long-term operational security. This service is available for businesses, as well as high-profile individuals and military operators (inc. family members).

  • Technology Production

    FRONT-END CODING

    If you have a solid agency partner or in-house development team, but are working with FNCTN to drive business and marketing strategy, we can offer front-end coding services that result in perfect, modular code that is tested on all major devices and breakpoints. Your team can integrate this code into anything, right out of the box. Less time in production & testing, better alignment between marketing/technology, shorter lifecycles.

  • BACK-END CODING

    FNCTN can work with your team to define acceptable standards and delivery process of front-end code to our team. Our large, diverse team of programmers and engineers can accommodate any language or technology stack. We adhere to a feature branch git workflow and agile process.

  • DATABASE STRATEGY & DEVELOPMENT

    The importance of a sound data strategy and implementation cannot be stressed enough, especially if you're working with data as a component of the monetization model. Which should nearly always be the case. FNCTN engineers can build in any technology, SQL or not. FNCTN information architects can create a robust data strategy that includes what raw data needs to be tracked and how it needs to be organized from a functional and business/marketing perspective.

  • DEPLOYMENT & TESTING AUTOMATION

    FNCTN engineers will collaborate with your team to write server-side deployment scripts which fire automatically when specific git branches are touched. When the staging branch is updated, the staging server pulls down that code and it becomes instantly testable without having to involve system administrators.

  • REPOSITORY SETUP

    FNCTN will work with your IT team to properly set up and configure your code repositories and release documentation & protocol so that versioning, rolling back, and accountability are possible on all projects.

  • SERVER STANDARD DESIGN & IMAGE BUILD

    Senior FNCTN technologists will either lead or collaborate with you on designing and building standard server images or containers for your web and application projects.

  • Business

  • BUSINESS & OPERATIONS

    BUSINESS DISCOVERY, MARKET RESEARCH, & OPPORTUNITY ANALYSIS

    FNCTN leadership and marketers will spend time with your leadership to establish clear, accurate institutional knowledge of your business. This knowledge will be leveraged, along with our industry experience and market research findings, to paint a vivid picture of "the situation" of your business or endeavor. This work will serve as the foundation that will be operated from moving forward in the relationship.

  • MONETIZATION STRATEGY

    FNCTN will leverage research and analysis findings to document monetization opportunities for an existing business or a new product or service. This strategy documentation will identify immediate monetization opportunities, as well as opportunities that will become available as the product or service matures. This analysis will also yield potential profit margin probability, which is particularly useful in SaaS when calculating user churn, lifetime value, etc.

  • POSITION STRATEGY

    This high-level strategy and tactical guide will inform and direct how a product or service should be positioned relative to the identified market opportunity. This guide is written relative to the brand and business objectives. Positioning guidelines include language use, dos & donts, and where/how to have/not have visibility.

  • PITCH STRATEGY & DESIGN

    FNCTN designers and business experts will collaborate to produce a pitch strategy and deck that answers, clearly and succinctly, the questions that investors and decisions makers may ask as they ascertain idea viability and risk. The team knows how to express complex ideas in simple terms, be self-critical of an idea, and leverage that scrutiny to create risk mitigation plans prior to the first investor meeting.

  • PRODUCT & SERVICE DEVELOPMENT

    FNCTN leadership will collaborate with your business, product development, and thought leaders to create and document new product and service concepts or build new revenue from an existing product or service. Presented concepts will include market research findings, an opportunity assessment, needed operational changes (if necessary), and other major components that are required when introducing new revenue streams and intellectual property to a business.

  • CHANGE MANAGEMENT STRATEGY

    Improving business, creating new revenue streams, and modifying marketing or technology strategy all result in operational changes to an existing business. FNCTN will document change management protocol in the form of a playbook (where changes are needed, where change may impact the business, potential hurdles and solutions, and change success indicators (CSIs).

  • INVESTMENT RISK ANALYSIS & DUE DILIGENCE

    FNCTN leadership has a history of working with reputable investment firms, public company boards and leadership teams, and entrepreneurs from all sides of the fund raising table. The team will work with any of these groups to perform a risk analysis and due diligence against a piece of intellectual property or digital service. This is great for informing investment decisions, and even better when preparing to seek funding (answer those tough questions up front!).

  • AGENCY AUDIT

    Whether you're managing several agencies, or just one, FNCTN will sit at the table and evaluate process, reporting, and work delivery to ensure that you are getting the most out of the relationship as possible. It will also identify internal pain points on the business end that could be optimized to improve the relationship with the agency and smooth workflow and delivery.

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