Above: Anna Fisher, Managing Director Zonte’s Footstep
Passionate about life, Anna Fisher is a skilled change agent specialising in operational improvements, risk management, system integration and culture re-engineering. Co-Owner of Zonte’s Footstep Pty Ltd, a wine brand based in McLaren Vale, she and the business focus on learning, having fun, ensuring dependability and authenticity and living as a free-spirit, not confined by all the conventions of rules.
Thriving on challenges driven by outcomes, she gets immense joy in seeing a strategy or innovation operational within an organisation.
PHENOMENAL BRAND GROWTH
How have you achieved this since joining Zonte’s Footstep?
In 2009 I was a member of a management team who bought a small wine brand that had achieved success in its first six years.
After the Global Financial Crisis had lost focus, we were ready to make changes and take a more strategic approach to the business. Over the next ten years, the original seven in the management team have become three. Over the past two years the re-branding, bringing our labels to life, and the decision to invest in China, has seen Zonte’s achieve nearly 40% growth.
What’s worked to differentiate Zonte’s Footstep in the wine market?
The wine market is one of the most competitive in the world, with over 2,300 wine producers just in Australia. Many of those are micro-wineries, however the largest six account for around 65% of all volume produced. So, key for us has been finding our target and focusing on it, the rebrand has really helped us.
Working with Vince O’Brien to define our target market using the concepts from Emotional Boosting (Hausel, 2013) we developed our Adventurous – Cheeky – Sassy persona. These key words are used to describe us and our customers. Strong female leads and with a focus on enjoying life. Our artist Bianca Smith and graphic designer Sarah Anesbury achieved wonders when they were provided with stories about each wine and the customer persona.
How have Zonte’s Footstep wines collected over 250 gold medals in 5 years?
Although we know we make quality wine from Premium regions of South Australia, third party endorsement (wine shows) is a fantastic way to show this. However, a Gold Medal only means that your wine scored well, perhaps we are prouder of receiving over 40 trophies in the last five years which means that our wines have been best in category.
Tell us about leading the Federal Government Export Market Development Grant [EMDG] review.
In October this year the Federal Minister for Trade, Simon Birmingham, contacted me to ask if I would be interested in reviewing the Financial Assistance provided by the Federal Government to SMEs in support of Export. Over the years our business has claimed EMDG and I sit on the Board of an Approved Body, so I was excited by the opportunity to help shape the funding provided for other businesses into the future.
At the end of last year, I visited most capital cities to meet with exporters, industry bodies, export consultants and other experts to gather information about how we can best help businesses start up and grow their exports. I’d like to take this opportunity to improve many businesses with their exporting endeavours. Watch this space.