BFC Software

About BFC

In the competitive world of food distribution, BFC stands out with its innovative, food-specific Warehouse Management System (WMS). For over two decades, BFC has honed its expertise, offering solutions that drastically improve operational efficiency, labor productivity, and compliance for food distributors. With products that cater to both inbound and outbound operations BFC has empowered world-class distributors to slash error rates, achieve near-perfect inventory accuracy, and maintain full traceability.

The Challenge

With the arrival of a new CEO, BFC was poised to enter a phase of accelerated growth. To support this, they needed to refine their core value messaging, develop new customer personas, and establish a product naming structure. The most important part of the project was to encapsulate all these elements into a redesigned website with a new layout, design, messaging, and backend structure—all within 30-days.

The Solution

For three months, I worked full-time, spearheading the creation of BFC’s new value messaging framework, developing personas, creating new sales collateral, and implementing my “website in 30 days” process plan. The engagement was comprehensive, with daily interactions and workshops with the BFC team to ensure that every piece of content and strategy was aligned with their new direction.

Tailored Approach

This project required a hands-on approach, collaborating closely with the BFC team every step of the way. My commitment was to not only provide expertise but to also bring the team along on the journey, ensuring the solutions were tailored to BFC's unique needs and industry requirements.

Results

The outcomes of this intensive project were multifaceted, delivering:

• A robust value messaging framework.
• A coherent product naming structure.
• Detailed customer personas.
• Targeted sales collateral including one-pagers.
• A comprehensive glossary of industry terms.
• A fully redesigned website with new site structure, copy, design, and backend structure.
• An SEO audit.
• A content calendar to guide future marketing efforts.
• An Account-Based Marketing (ABM) strategy with execution plans.

Broader Implications for B2B Organizations

The frameworks and processes developed for BFC are not only replicable but can serve as powerful tools for any B2B SaaS organization looking to refine its messaging or online presence. The value messaging playbook and the fast website transformation process stand as blueprints any other company looking to complete the same.