Article Library

Will the National Broadband Network mean Boom or Bust for your Small Business?

9 December 2011 | Maria Anderson | No Comments

If your small business is prepared to take advantage of the benefits of the NBN, it could be set to boom. In fact, the NBN business plan states that the network is specifically designed to benefit small and medium businesses.*

Is your business prepared to benefit?

If you don’t take the time now to strategically plan for the changes the NBN will bring to consumer behaviour, marketing opportunities and business design, your business could be left behind in the pre-NBN dust. If you are proactive and prepared though, according to Jaye Radisich, CEO of the Council of Small Business of Australia (COSBOA), “the possibilities for what small businesses will be able to deliver with high-speed broadband are mind-blowing!”

The NBN will open up countless opportunities for small businesses in some specific industries. The combination of high-speed broadband and an ageing population, for example, will support an explosion of e-health and online health services. Digital communication options like videoconferencing will be in hot demand; online education and YouTube video sharing will open global markets to previously local small businesses; and online entertainment options like high definition video will be available to everyone.

Don’t miss out on the opportunity for your small business to profit from the NBN. Learn more about the NBN at, and start preparing for your digital future now by considering these questions:

How will you change the way you operate?

Does your business model include using technologies like Skype, webinars and YouTube videos to reach your customers? Are you providing access to your products and services through online channels? Are you catering to customers who want to interact with your business online, outside of traditional operating hours? Businesses that seize the online communication opportunities of the NBN will profit from being able to reach wider markets and provide more targeted products and services using fewer resources.

One example that illustrates the need for businesses to adapt their operational styles for the digital age is bookstores. Amazon is already selling more electronic book downloads than print books. This trend is set to continue, and it means bookstores will need to change their models to remain viable and competitive. Small and medium sized bookstores may have to operate cafes or coffee shops, run book clubs or specialise in niche areas and add the benefit of instore experts and resources.

How will you change your physical structure?

Have you considered de-centralising your operations or scaling down the bricks and mortar side of your business? The NBN will mean increased importance of your online presence. In many cases, it will allow businesses to scale back on their physical infrastructure, save money by sharing offices and resources and sometimes even eliminate the need for a fixed business location.

Knowledge-based business such as accountants, lawyers, marketers and architects will have the opportunity to decrease their expenses and increase their profits by opting for combinations of home office based services, shared office services and online communications like Skype and videoconferencing.

How will you change the way you market?

Are you talking to your customers directly on Facebook or Twitter? Are you considering the impact of social media on word-of-mouth marketing? Are you monitoring the online behaviour of your customers and using online channels to test new products and services? Fast, easy online access for all will change one-way marketing into 2-way conversations; it will mean word-of-mouth marketing is strong, fast and unstoppable; it will demand authentic marketing. Businesses that plan for the digital future of marketing will be positioned to give their customers exactly what they want, how they want it, resulting in faster, greater and more sustainable profits.

Already, Gen Y’s have adopted new ways of making purchase decisions. Often, they will seek word-of-mouth referrals for products or services from their online communities, such as their Facebook friends. They will conduct all their pre-purchase research online and eventually book a service or make a purchase online at any time of day or night, basing their final decision solely on online information.

Be ready for your business to boom!

Ubiquitous high-speed Internet access in Australia has the potential to provide your small business with more profits using fewer resources. Sustainable Marketing Services Australia is preparing small businesses to seize the sustainable profit potential of the NBN. Give us a call on 1300 699 085 to discuss how you can model your business and marketing to reap the rewards.


You might be interested in this on-demand webinar...

Google Analytics 101

Demystify your data and improve your website's performance.

How to use Google AnalyticsYou've probably got Google Analytics installed on your website, but have you ever wondered what the data means, and how you can use it to improve your website?

Join us for a presentation on Google Analytics 101 to learn:

  • What the key statistics mean — demystify Google Analytics stats so that they make business sense
  • Which are your best and worst web traffic sources
  • How to find out how many people are visiting your website right now
  • ...and much more!

Watch the webinar, now.


Maria Anderson
Share on Pinterest
There are no images.


Maria Anderson

Maria Anderson

Maria Anderson is the founding director of Sustainable Marketing Services, a multi-award winning, Brisbane marketing agency that delivers sustainable marketing services to growing technical, professional services and sustainability-focussed businesses. Maria's commitment to growing businesses wit...

Read more about Maria Anderson

More by Maria Anderson

See all by Maria Anderson

Getting more reliable results from your marketing in 2014

Successful companies plan.  This is the time of year when many companies refresh their business plans, marketing plans, sales plans, financial budgets and cash flow plans. By the time March or April arrives, these plans may be gathering dust, with other priorities competing for time.  Soon after, the focus on marketing falls and so does […]

Read More

Is Marketing a Science or an Art? Why Should Businesses Care?

By using science, marketers create a framework that increases the likelihood of a consistent improvement and decreases the risk of failure. Marketing is a science which draws inspiration and creativity from art. Any marketer worth their salt measure can analyse numbers. What is the size of your market? How many prospects do you reach? How many […]

Read More

How to Write an Impressive Press Release

A well-written and targeted press release or media statement can increase the credibility of your business and attract customers. In addition, writing a press release may lead to your business being mentioned in the editorial content of publications, which people trust more than traditional advertising. Editorial content, coupled with the appearance of paid advertising about […]

Read More

What Do Google and Batman Have in Common?

The answer may be an evil penguin. In the Batman series, the evil penguin – one of batman’s oldest foes – is a criminal mastermind who carries an innocuous looking umbrella. However, his umbrellas are full of high-tech gadgetry that may unleash a flamethrower or a rain of bullets on his enemies at any moment. […]

Read More

Create an Online Marketing Campaign with Sustainable Results

An online marketing campaign can create a sustainable pipeline of leads and sales for your business. In the 21 Easy Ways to Market Your Business Online eBook, Maria Anderson of Sustainable Marketing provides a ‘how to’ in creating a cost-effective online marketing campaign that provide sustainable leads and sales for your business. In the first step of […]

Read More

Three Ways to Achieve More with Google Analytics

At Sustainable Marketing, we use Google Analytics to measure the performance of both online and offline marketing. This tool allows us to progressively improve the performance of clients’ marketing, optimise marketing budgets and achieve more with less! 1. Analyse your visitors’ keywords Keywords are words that people use in online searches to find your website. […]

Read More

Create an Online Campaign with Sustainable Results

An online marketing campaign can create a sustainable pipeline of leads and sales for your business. It is a simple, ‘fast-to-build’ and cost-effective marketing tool. With more traffic to your website, visitors will get to know your brand better and your Google ranking will be enhanced. More prospects can be added to your mailing list […]

Read More

Top Five Reasons Why Rising Energy Costs are a Burning Issue for SMEs

1) There’s no way to avoid rising energy costs Electricity bills are going to increase 10% – 15% year-over-year for the next few years. With Australia’s perpetual increase in energy usage, fossil fuels becoming more limited, the need to reduce greenhouse gases and the requirement for new power stations to meet peak demand, there’s just […]

Read More

7 Building Blocks of a Sustainable Marketing Framework

In yesterday’s world, "green" goods, services and marketing initiatives were hot. Businesses were tacking these on to their core business strategies simply to appeal to the new, environmentally aware consumer sector. Today, smart businesses with long term growth perspectives realise sustainable marketing means so much more than just appealing to the "green" consumer sector. They […]

Read More

Sustainable Growth Through Marketing

Do you see opportunities when others see risks? In July 2008, I brought home a new puppy – Lily, a border collie cross kelpie. Little did I know that Lily had sized up the opportunity (a home with food) and quickly developed a product (cute and well mannered puppy) to appeal to her new target […]

Read More

Related Content