mullaloo.com.au

Mullaloo - Where the coast meets community.

Executive Summary

Mullaloo.com.au aspires to be the definitive digital destination for Mullaloo, Western Australia. By seamlessly blending local commerce, events, stories, and essential community information, we aim to foster deeper ties between residents, businesses, and visitors. Our platform will showcase Mullaloo’s unique beachside lifestyle, promote local enterprise, and serve as a trusted resource for up-to-date happenings, ultimately enhancing the area’s vibrancy and liveability.

Problem

Despite a thriving local community and a steady influx of visitors, Mullaloo lacks a centralised, modern online hub that:

• Showcases local businesses and amenities
• Aggregates events and activities
• Connects residents, businesses, and visitors
• Promotes the area’s cultural and natural assets

This fragmentation leads to missed commercial opportunities and a diluted sense of community.

Solution/Product

Mullaloo.com.au will be a content-rich, responsive web platform combining:

• Business Directory: Comprehensive, filterable listings of local businesses and services
• Events Calendar: Aggregated local events, surf reports, and community gatherings
• Local Stories: Editorial content, interviews, and photo essays celebrating the people and culture of Mullaloo
• Visitor Info: Guides on attractions, amenities, transport, and safety
• Marketplace: Classifieds for rentals, gigs, and local goods
• Community Board: Forums for discussions, recommendations, and lost & found

Key Features Table

| Feature | Description | |--------------------|---------------------------------------------------| | Directory | Profiles, reviews, and booking links | | Events | Calendar, ticketing integrations | | Stories | Blogs, interviews, user submissions | | Marketplace | Listings, messaging, moderation | | Community Board | Threads, moderation, notifications |

Market & Audience

Primary Audiences

• Residents: Families, young professionals, retirees
• Visitors: Domestic tourists, day-trippers, international travellers
• Local Businesses: Retail, hospitality, tourism operators, tradies

Market Size & Context

• Mullaloo’s population: ~6,000
• Joondalup region: >160,000
• WA tourism: 11m+ visitors p.a. (pre-pandemic)

Monetisation

Our revenue model blends direct and indirect streams:

• Premium Business Listings: Enhanced profiles, greater visibility
• Sponsored Content: Native advertising, featured stories
• Event Promotion: Paid event listings and ticketing fees
• Marketplace Fees: Listing upgrades, transaction commissions
• Display Advertising: Banner and contextual ads
• Affiliate Partnerships: Local tours, experiences, and accommodation bookings

Go-To-Market

• Foundational Content: Populate the platform with core business listings, event calendar, and local guides pre-launch
• Community Engagement: Partner with local council, surf clubs, and business associations for grassroots exposure
• Targeted Digital Marketing: Hyperlocal social media campaigns, Google Ads, and local press
• Ambassador Programme: Recruit local influencers and business owners to champion the platform
• Launch Event: Host a beachside launch event to drive PR and user sign-ups

Operations

Team Structure:

• Founder/GM: Strategy, partnerships, oversight
• Editor & Content Lead: Editorial, community management
• Sales & Partnerships: Business outreach, sponsorships
• Technical Lead (contract): Platform development, maintenance
• Support/Admin: Moderation, customer service

Platform:

• Custom WordPress or headless CMS for rapid deployment
• Integration with booking/ticketing APIs
• Mobile-first design
• Cloud hosting (AWS/SiteGround)
• Data analytics (Google Analytics, Hotjar)

Customer Support:

• Online helpdesk
• Moderated community forums
• Social media monitoring

12-Month Roadmap

| Quarter | Milestone | |---------|-----------------------------------------------| | Q1 | Platform build, initial content, partnerships | | Q2 | Launch, first marketing push, feedback loop | | Q3 | Marketplace launch, user growth initiatives | | Q4 | Monetisation ramp-up, analytics optimisation |

Key Activities

• Q1: MVP build, 100+ business listings, seed content
• Q2: Public launch, gather user feedback, improve UX
• Q3: Release marketplace, expand event partnerships
• Q4: Scale advertising, introduce premium features

Risks & Mitigations

| Risk | Mitigation | |-------------------------------------|-------------------------------------------------| | Low initial user adoption | Grassroots outreach, ambassador engagement | | Platform content staleness | Regular editorial calendar, automation tools | | Revenue slow to materialise | Diversify income streams, phased investment | | Competition from generic platforms | Hyperlocal focus, unique content, community ties| | Technical issues | Reputable vendors, staged rollouts, backups |

KPIs

• Monthly Active Users (MAU): Target 2,000 by month 12
• Business Listings: 200+ active by end of year
• Event Submissions: 30+ per month by Q4
• Marketplace Activity: 100+ listings by Q4
• Revenue: $5,000+ monthly recurring revenue by month 12
• User Retention: 40%+ month-on-month
• Net Promoter Score (NPS): >50

--- Mullaloo.com.au will become the digital heart of Mullaloo, reflecting its coastal charm and community spirit while driving tangible benefits for all stakeholders. With a robust strategy, clear execution plan, and community-first ethos, we are positioned to deliver lasting value and a sustainable local business.