Helping Complete Online Compete in New Markets

You have a business growth plan. Now, you need someone to sense check it. That’s just one of the benefits of working with Blackpool Growth Business Academy

Complete Online has covered a lot of ground in its 15 years of helping businesses build their online presence. Based on Blackpool Airport Enterprise Zone – the town’s largest (and still expanding) business park – what was once a digital agency supporting a broad sweep of sectors has gradually focused its efforts and brought its previously freelance team of expert designers, developers, marketers and writers in house.

In recent years Complete Online has become an ever-present finalist at the BIBA awards, and in 2024 was named Digital & Marketing Business of the Year.

Shifting focus

Complete Online founder and CEO Tom Smith has spent (almost) his entire life in Blackpool. He’s in no doubt about the town’s growing power as a business destination.  

“It’s a great area with a lot of good talent and a lot of opportunities for businesses – not just in Blackpool but across the whole of Lancashire. 

As the business has grown, so it has built the confidence to stay true to its values. “It’s important to work with businesses whose values align with your own,” says Tom. “They want to work with us. We want to work with them. That’s one shift we’ve consciously made over the last few years.”

Yet as the business landscape has continued to shift, Tom knew the company’s strategy needed to keep evolving. Having already worked with Blackpool Growth Business Academy’s John Woodruffe, he decided to take advantage of the academy’s support, fully funded by the UK Government’s Shared Prosperity Fund.

“We developed our last business growth plan a couple of years ago,” says Tom. “Since then, the economy has changed. Some sectors we’ve been active in have been particularly exposed to the cost-of-living crisis. So we’ve been looking at shifting strategic focus towards sectors less exposed to the economic situation because that reduces churn and ensures more of the factors that affect us are within our control.”

The value of Blackpool Growth Business Academy

Signing up for Blackpool Growth Business Academy support unlocks a range of benefits. Tom can access masterclasses ranging from leadership to delivering keynote speeches. He can access networking events. But most important for Complete Online was the insight of the academy’s advisers and mentors.

 “Working with John gave us a clearer view of the markets to enter,” says Tom. “He helped shape our marketing plan – how to connect with people in the sectors we wanted to engage. Then, of course, we were able to implement that plan using the expertise we have in house.”

Just two months on from working with John, change is already underway. “We’ve started to implement the things we discussed and we’re nurturing leads in the sectors we want to enter.”

Creating better growth plans

What would Tom’s advice be to any other Blackpool business leader who finds themself as the first and last word on their business’ strategic direction?

“I’d say being a sole business owner can be a lonely place. There’s real value in being able to run your ideas by an independent expert who can give them a sort of sense check and help inform and expand your thinking. It’s your choice whether you choose to accept that advice, of course, but I think if you approach it with an open mind, you’ll create better growth plans.”

To access fully-funded support, talk to Blackpool Growth Business Academy.