Vita Data aims to double workforce to 10 in six months

Vita Data was set up by Brian O’Connell in April this year to address a gap in the market, providing fresh Irish consumer lifestyle data for sales and direct marketing campaigns.

Located on Capel Street in Dublin, Vita Data currently employs five people and the plan is to build this into a team of ten over the next six months.

O’Connell has held sales and marketing leadership roles in Dell and Oracle, and has been involved as a director/investor in a number of companies where generating sales leads and sales execution have been critical.

Vita Data helps Irish marketers locate and engage new consumers across multiple industries like insurance, gas, electricity or broadband.

From his experience O'Connell saw a gap in the market: “No one could give me fresh leads or real-time consumer insights, so I thought if we can’t find it surely other brands are facing the same challenges.

“We add over 1,000 consumers to our lifestyle database weekly by speaking directly to Irish consumers using questions designed to understand motivations and product choices.

“By capturing these answers, attitudes and demographic details Vita Data can enable any direct marketing or sales programme to exceed targets and goals.”

Getting off the ground To get started Vita Data managed to secure two customers who provided the cash flow to develop and build the business and this was supported with some investor backing. To date over €100,000 has been spent in getting the business off the ground.

O’Connell says that so far in developing the business there has been an education process to take potential customers through.

“Slowly more clients have engaged with us to where we have six repeat clients and a strong pipeline. For one client, we are providing them with leads for less than 50pc of what it was costing them through other channels.”

For 2012, the sales target is €200,000 to €300,000, but for 2013 the plan is to exceed €1m in revenue.

The two major clallenges have been making the sales and marketing community in Ireland aware of Vita Data and selling the story of the business so they can see how it fits into their sales and customer retention plans, according to O'Connell.



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