3 Mules Digital Co-operative
Category
Marketing
3 Mules is a co-operative borne of another co-operative, now living out the principle of co-operation amongst co-operatives!
The digital marketing consultancy was set up by web consultant Michael Wignall and programmer Justin Hellings after they met at the co-operative work space for ethical and social enterprises, OpenSpace, in Manchester.
3 Mules was formed in 2009 by Michael and two other founders, initially as a vehicle to demonstrate the value of .coop domains. “It was a part-time venture that increasingly went on the back burner as we each started families,” he explained.
In 2010 the two current partners re-launched 3 Mules to provide their specialist knowledge to other co‑ops.
“Most co-ops don’t have the internal expertise to properly develop their websites, let alone a successful digital marketing strategy,” Michael said. “And while there are good co-operative web designers and developers, there wasn’t much in the way of specialist web marketing. So they tend to use commercial agencies which don’t understand the co-op market or particular strengths, such as the potential of using a .coop domain name.”
On a recommendation from one of the OpenSpace founders, 3 Mules contacted the Co-operative Enterprise Hub for advice and to seek funding.
“The consultants we had were both absolutely brilliant,” said Michael. “They were passionate about co-ops, they were interested in what we were doing, they were experts in their field and we were given a decent amount of time with them. The Hub is by far the best support organisation I’ve ever come across.”
HOW WE HELPED
- We advised 3 Mules on their legal structure and assisted in their converstion to a limited liability partnership.
- We worked with 3 Mules to develop a business strategy.
- We provided 3 Mules with marketing advice for their re-launch.
Adrian Ashton, one of the two Hub advisers that provided support, said: “As individuals they had their strengths but being a co-op has given them more credibility and allowed them to develop the business in a more responsible, organic and sustainable way. As a private business they might have been rushed into action, due to needing to generate profit as soon as possible. “
For more information, please visit: www.3mules.coop/
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