macclesfield.com.au

Macclesfield - Where local spirit meets opportunity

Executive Summary

Macclesfield.com.au aspires to be the definitive digital gateway for the Macclesfield region. Our mission: to foster a thriving, interconnected community by providing a dynamic platform that highlights local businesses, promotes events, and tells the stories of Macclesfield. By unifying resources, opportunities, and voices, we aim to invigorate both local pride and economic growth, positioning Macclesfield as a model rural community in the digital age.

Problem

Macclesfield’s unique offerings are scattered across disparate sources—social media pages, print newsletters, and word-of-mouth. Local businesses struggle with limited digital visibility, while residents and visitors miss out on events and services due to fragmented information. Community groups lack a centralised channel for engagement. This fragmentation restricts economic development and diminishes community cohesion.

Solution/Product

Macclesfield.com.au delivers an intuitive, mobile-optimised online hub featuring:

• Business Directory: Searchable listings with rich profiles and promotional tools.
• Events Calendar: Easily discover and submit local happenings, with ticketing integrations.
• Stories & Features: Spotlight on people, history, and initiatives through quality editorial content.
• Marketplace: Classifieds for goods, services, and job opportunities.
• Community Noticeboard: Free listings for clubs, charities, and announcements.
• Visitor Guide: Curated itineraries, maps, and local tips for tourists.
• Newsletter: Weekly digest of highlights delivered to inboxes.

All features are accessible via web and mobile, ensuring reach across demographics.

Market & Audience

Primary Segments:

• Residents: Seeking local news, events, and services.
• Businesses: Eager for affordable, targeted digital marketing.
• Community Groups: Needing a platform for outreach.
• Visitors/Tourists: Looking for trusted local recommendations.

Market Size:

• Macclesfield and immediate surrounds: ~1,500 residents.
• Extended catchment (tourists, day-trippers, neighbouring villages): ~15,000 annual touchpoints.

Trends:

• Increased appetite for hyperlocal content.
• Rural businesses seeking digital transformation.
• Regional tourism growth post-pandemic.

Monetisation

| Channel | Description | Pricing (Indicative) |
|------------------------------- |---------------------------------------------------------|--------------------------|
| Premium Business Listings | Enhanced profiles, images, promotions | $180/year |
| Featured Event Promotion | Highlighted placement in calendar, newsletter | $25/event |
| Display Advertising | Banner ads, sponsored content | $100–$350/month |
| Marketplace Listings | Paid job, property, or classified ads | $10–$40/listing |
| Visitor Guide Sponsorship | Branding for tourism partners | $500/quarter |
| Community Membership/Patrons | Optional support from residents for exclusive features | $30/year |

Initial focus will be on business subscriptions, event promotions, and display advertising.

Go-To-Market

Phase 1: Foundation

• Strategic outreach to key local businesses, council, and community leaders for early support.
• Launch event and press release in local media.

Phase 2: Growth

• Social media campaigns targeting residents and visitors.
• Partnerships with tourism operators and local schools.
• Referral incentives for businesses and groups.

Phase 3: Sustain

• Monthly community forums (virtual/in-person) to shape platform evolution.
• Leverage success stories for ongoing PR.

Operations

• Team:

- 1x Community Manager (part-time) - 1x Content Editor (freelance) - 1x Technical Lead (contracted) - Advisory group (volunteers, quarterly input)

• Technology Stack:

- WordPress or comparable CMS with custom modules. - Cloud hosting (AWS or local provider). - Email automation (Mailchimp or similar).

• Customer Support:

- Email and live chat (business hours).

• Governance:

- Regular reviews with advisory group to ensure community alignment.

12-Month Roadmap

| Quarter | Key Activities |
|-------------|-----------------------------------------------------------|
| Q1 (Months 1–3) | Platform build; sign up 20+ founding businesses; soft launch; initial PR. |
| Q2 (Months 4–6) | Expand directory; onboard community groups; launch newsletter; first paid ads. |
| Q3 (Months 7–9) | Add visitor guide; introduce marketplace; run first sponsored content campaign. |
| Q4 (Months 10–12) | Host community event; review progress; scale partnerships; plan mobile app prototype. |

Risks & Mitigations

| Risk | Mitigation |
|---------------------------------------|----------------------------------------------------------|
| Low digital adoption in region | Provide onboarding workshops; offer free trials. |
| Limited content contributions | Incentivise through competitions; partner with schools. |
| Revenue slower than forecast | Phase hiring; prioritise high-margin services. |
| Platform technical issues | Use proven CMS; contract experienced developer. |
| Competition from generic platforms | Emphasise hyperlocal focus and curated quality. |

KPIs

• Active User Growth: >500 monthly users by Month 6; >1,500 by Month 12
• Business Listings: 50+ paying businesses within 12 months
• Event Submissions: 20+ events listed monthly
• Newsletter Subscribers: 400+ by year-end
• Churn Rate: <10% for business subscribers
• Revenue: $15,000 annualised run rate by Month 12
• Engagement: 40%+ open rates on newsletters

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By centralising information and opportunity, Macclesfield.com.au will be the digital heartbeat of the region—valued by residents, businesses, and visitors alike.