Meet Simon Douglass, founder of Curated Digital

Founded in 2014 by Simon Douglass, Curated Digital is a customer and data-driven digital marketing consultancy that develops clever strategies to help ambitious companies meet their business goals. Curated Digital is supported by a team of strategists, tacticians and creatives based in London.

What inspired you to launch your business and what is the end goal?

I was fueled to start my own business as I had a vision of having an independent agency that was real and transparent and put clients first. In such an oversaturated market, I wanted to do something different and was encouraged by colleagues and friends to take the plunge and set up an agency that would focus on our clients’ business goals.

My end goal is to cultivate a small company of specialists who can do what they love for some really great clients. I want all my employees to have a nice life - it might sound simple but that’s not always a priority for some business owners. We have a passion to provide really good work for our clients and we have a goal to get our name out there. The long term goal is to work for a smaller amount of clients that are really big in their industries, and to be thought of as one of the leading digital agencies in the UK.

How do you set yourself apart from other businesses in your industry?

We differentiate ourselves as we consistently put our clients first and really focus on delivering their business goals though creating a solution that is right for them. At the start of lockdown in March, we pivoted from being an agency into a consultancy, as gaining the trust of our clients is so important to us and this can be hard when ‘agency’ has almost become a dirty word in the industry.

Lockdown also gave us some time to reflect on our business strategies, so as part of this we now charge clients for our time and expertise as early on as the proposal stage as this is where we start to share our insight and expertise; we’ve started to recognise the value in every stage. We have now positioned ourselves to focus on our clients' commercial goals and do it in a consultative way which is more open, honest and collaborative.

What’s the biggest lesson you’ve learnt so far as an entrepreneur?

The biggest lesson I’ve learnt so far as an entrepreneur is that a business needs that balance between being creative and fun, but also having organisation, structure and control.

When I started Curated Digital I had a lack of a business plan and only grew the business in a fun way, because that made it fun and it was the area that I personally could bring value to. However, 6 years later I’ve hired an Operations Director as I’ve realised that we need someone who is organised and a bit more serious at times. Jake, my Operations Director, runs that side of things so I can do what I’m good at which is talking to clients and bringing in new businesses - you need the balance of both.

With all the success stories around entrepreneurship and how innovative people have to be to take the leap. How do you think you’ve innovated your sector and why?

We have innovated the sector by developing frameworks that work and deliver results. We understand our clients and their industries which enables us to produce results, building a great relationship and positioning us as a strong contender within the market.

What are your top tips for entrepreneurs wanting to get their business out there?

Start a business with something you know how to do really well and something you have a real passion for. I’m selling the same service that I sold for Google seventeen years ago - so stick to what you know and make sure there is a market for it.

What plans do you have for Curated Digital over the next two years?

Our main goals are to really hone in on our consultative offering and get our brand out there. We want to stand out from the crowd and position ourselves not just as contenders, but as a real, whole solution for businesses looking for support.

How did you conquer those moments of doubt that so often affect entrepreneurs or stop many with great ideas – what pushes you through?

I’ve given up so many times since starting Curated Digital! When things have gotten too much or when I’m down and have doubts, it sometimes feels easier to throw in the towel. However, what pulls me through is throwing myself into the challenges I’m faced with and tackling them head-on.

Through lockdown we lost 40% of revenues but what got us through it was supporting and prioritising the team: not furloughing or firing anyone, and throwing the whole team's energy into overcoming the challenges. We have now hired three new people and can see the light at the end of the tunnel.

What’s the most important question entrepreneurs should be asking themselves?

Am I doing something that I genuinely believe in?

When I founded the company I had to spread myself thinly across different aspects of the business and it meant I didn’t have a lot of time to focus on sales. Over time, I have realised that where I am happier and bringing more value is when I am spending more time in sales, so I now dedicate about 90% of my time to that. Doing something you genuinely believe in and are passionate about is the key to a successful business.

What would be your top marketing tip, to grow a business that is niche?

My top tip is to always think about your audience - where they are, what they want, their motivations - and build a plan around how to reach them and then deliver something better than anyone else. I think niche targeting is actually easier than having a broader focus, as you can really focus on that one specific industry and deliver a really engaging, targeted campaign.

What are your responsibilities as a business owner?

My main responsibility is to ensure that my team is happy in their jobs and that we are providing work that is interesting to them, so they can continue to develop and grow. We’re so committed to supporting people from the start of their careers and helping them through: as a result, we’ve hired 18 interns in 6 years and built them up in the business. We make sure to put them in front of clients, give them a variety of opportunities and ultimately empower them, which is why we believe people stay with us for longer. We make sure everyone is looked after and has a career path defined for them.

What do you think gives a brand longevity?

I think there are multiple assets that give a brand longevity. Here at Curated Digital, we truly believe in our four pillars: be brave, entrepreneurial, authentic and curious. This is what gives us - in particular - longevity.

We are brave as we do what we believe in and we will turn a client down if it's not right for us. We are entrepreneurial as we are always innovating our brand. We are authentic as we believe in building trust and transparency with our clients. Finally, we are curious as we are always looking for new and exciting opportunities.