Our interview with Michael Welch of Blackcircles.com

Michael Welch created Blackcircles.com as a new way for consumers to buy tyres at competitive prices either over the Internet or on the telephone. From the site, consumers can find the best deal from a network of over 1,000 local dealerships. Blackcircles.com now has a turnover of £18 million and is growing rapidly, so we thought it would be interesting to learn the approaches its founder, Michael Welch has used to grow and sustain the business. Thanks Mike for sharing your story!

Key success factors for the business

Q1. Which factors do you put the initial success of Blackcircles.com down to? At the very beginning it was mainly about hard work, determination and not ‘taking no for an answer’. If I’m honest there was no real difference between me…

Setting up the right process and tools to improve sales

Start up brand Tatu Couture design and manufacture luxury British lingerie which is sold through stockists in the UK, Paris and New York. Tatu Couture has a unique vision to push the boundaries of design and innovation with its trend setting luxury lingerie and designer body wear. All their goods are manufactured and hand finished in the UK.

Overview and Digital Strategy

Tonica supported Tatu Couture by creating a four stage strategy to increase digital presence. In addition to the stockist route, Tatu Couture were keen to increase their own direct sales, so we had two simple objectives for the work – to increase visits to tatucouture.com and increase sales from the site.

Social media campaign approach

Step 1 – Take Control Like many small to…