Modernising FOCAL's Digital Infrastructure and Membership Experience
A budget-constrained digital transformation for FOCAL International — unifying a fragmented three-platform system into one Craft CMS site and automating membership operations with Zoho, delivering 72% user growth and doubling organic traffic.
Project Overview
As contracted Product Manager for FOCAL International's digital infrastructure modernisation, I led the strategic procurement that delivered 72% user growth (18,000 to 31,000) and doubled organic search traffic whilst tackling a £15,000 budget for £40–60k worth of functionality. FOCAL's brief outlined comprehensive requirements — website rebuild, CRM automation, multi-currency payments, member portal development, and Electron video API integration — all needing delivery by February 2020 for Innovate UK funding compliance.
My key strategic decisions focused on procurement leadership and technology selection. Rather than accepting compromised functionality, I analysed FOCAL's requirements against market rates, confirmed through supplier conversations that the scope exceeded their budget by 200–300%, and built a compelling business case that secured additional investment. I chose Zoho One Suite over alternatives like Salesforce because it provided enterprise CRM functionality at non-profit pricing whilst enabling FOCAL's small team to manage complex workflows independently. Working with the development partner who selected Craft CMS, I personally configured the Zoho CRM automation and integration workflows across CRM, Billing, Books, Flow, and Forms.
The platform delivered measurable operational transformation. Membership renewals became fully automated, eliminating manual follow-up that had consumed significant staff time. Directory management shifted to self-service, reducing administrative overhead whilst improving member engagement. The targeted finder tools replaced generic bulk communications with preference-based messaging, dramatically improving response rates. By 2024, FOCAL had evolved into the leading digital resource for the audiovisual archives industry whilst significantly reducing the operational costs that had constrained their growth.
Project Background
FOCAL International operated with fragmented digital infrastructure that created measurable operational inefficiencies. Their system spanned two separate websites plus a third awards administration platform, forcing users through confusing navigation whilst requiring substantial staff intervention for routine tasks. Members couldn't process online invoice payments, upload videos, or manage directory listings without administrative support. The Footage Finder and Skills & Services tools sent irrelevant bulk emails to all 300+ members rather than targeted communications, creating member fatigue and reducing engagement.
The operational costs were substantial. Manual membership renewals required individual staff follow-up for the entire international membership base. Directory updates needed administrative intervention rather than self-service management. The 2010 website delivered poor mobile experience to 26% of users whilst limited search engine visibility constrained international growth potential. These constraints prevented FOCAL from scaling effectively and positioned them poorly against more digitally sophisticated competitors.
FOCAL's transformation brief created a strategic challenge — comprehensive digital modernisation requiring complex technical integration within severe budget constraints. The £15,000 budget needed to deliver website rebuild, integrated CRM automation, multi-currency payment processing, member portal development, Electron video API integration, and legacy data migration. Working with FOCAL's team to understand their operational challenges, I recognised this represented £40–60k of functionality compressed into a fraction of realistic cost, creating a procurement challenge that would determine whether FOCAL achieved transformation or accepted compromised functionality limiting their competitive position.
Project Objectives
Seven outcomes the transformation had to deliver within the budget.
Automate Membership Operations
Eliminate manual renewal processes requiring individual staff follow-up for 300+ international members through integrated Zoho CRM workflows, reducing administrative overhead whilst improving member experience through consistent, automated communications.
Unify Fragmented Digital Systems
Consolidate FOCAL's three-platform architecture into a cohesive Craft CMS solution, eliminating user confusion and navigation complexity whilst reducing maintenance overhead across multiple systems.
Enable Intelligent Request Matching
Implement preference-based targeting through Zoho CRM for Footage Finder and Skills & Services requests, ensuring members only receive relevant opportunities rather than all requests regardless of relevance.
Implement Seamless Payment Processing
Integrate multi-currency payment capabilities (£, €, $) through Stripe and Zoho Billing, replacing the problematic external payment workflow that provided no receipt generation or address management functionality.
Establish Self-Service Member Management
Enable members to independently manage directory listings, upload videos, and update profiles through secure portals, eliminating administrative intervention whilst maintaining data accuracy and member engagement.
Improve Mobile Experience and International Reach
Deliver responsive design serving 26% mobile users effectively whilst implementing SEO optimisation to expand FOCAL's global visibility and competitive positioning against digitally sophisticated industry players.
Reduce Long-Term Operational Costs
Choose technology solutions that minimise ongoing maintenance requirements whilst providing flexibility for future enhancements and member service improvements.
Development Process
Four phases, from procurement strategy through launch and knowledge transfer.
Requirements & Procurement Strategy
Defining scope and securing the right development partner.
Brief Development & Scoping
Rewrote FOCAL's initial requirements through scoping sessions, clarifying operational needs and technical requirements for the comprehensive transformation brief.
Supplier Research & Evaluation
Researched agencies specialising in non-profit work, conducted scoping calls with potential suppliers, and managed the tender process including stakeholder interviews.
Budget Realignment
Through supplier feedback during evaluation, I identified the scope–budget mismatch and secured additional investment before formal project commencement.
Platform Development Collaboration
Working with the agency on the website build whilst preparing for CRM implementation.
Website Development Coordination
Provided design feedback and client-side input whilst the agency handled website development using Craft CMS.
Zoho Architecture Planning
Designed the CRM structure, workflow requirements, and integration approach needed to support FOCAL's membership operations.
Data Migration Preparation
Analysed FOCAL's existing membership data structure and requirements for the migration to Zoho CRM.
Data Migration & Zoho Implementation
Hands-on CRM configuration and data consolidation.
Legacy Data Import & Migration
Managed the migration of FOCAL's membership database into Zoho CRM, ensuring no member information was lost during transition.
Zoho System Configuration
Configured Zoho CRM, set up forms, designed automation workflows, and established integrations between CRM, Billing, Books, Flow, and Forms.
Workflow Testing & Optimisation
Tested automated membership processes and refined workflows based on FOCAL's operational requirements.
Launch & Knowledge Transfer
Go-live support and ensuring operational success.
Staff Training & Documentation
Delivered training for FOCAL staff on the new Zoho system and established documentation standards for ongoing operation.
System Launch Coordination
Managed the transition from legacy systems whilst maintaining service continuity during initial operations.
Ongoing Support & Optimisation
Provided post-launch support to resolve issues and optimise workflows based on real-world usage patterns.
Key Features and Innovations
Technology and integration choices that solved problems without creating new ones.
Strategic Procurement and Budget Navigation
I led the vendor evaluation that secured the right development partner despite FOCAL's £15,000 budget requiring £40–60k of functionality. Using supplier feedback to build an evidence-based business case, I secured the additional investment needed for comprehensive transformation rather than compromised functionality.
Zoho One Suite Integration Strategy
Choosing Zoho over alternatives like Salesforce provided enterprise CRM functionality at non-profit pricing whilst enabling FOCAL's small team to manage complex workflows independently. I personally configured the automation across CRM, Billing, Books, Flow, and Forms.
Automated Membership Lifecycle Management
Working with Zoho's workflow capabilities, I implemented automation for registration, approval, invoicing, renewal reminders, and offboarding — eliminating the individual staff intervention that had been required for 300+ international members.
Unified Platform Architecture
I specified Craft CMS integration that consolidated FOCAL's fragmented three-platform system into a cohesive solution, eliminating user confusion whilst giving staff intuitive content-management tools that reduced technical barriers.
Complete Member Portal Functionality
I designed self-service capabilities enabling members to manage directory listings, upload videos via Electron API integration, and process multi-currency payments (£, €, $) through Stripe — replacing the problematic external payment workflow.
Mobile-Optimised International Platform
The responsive design and SEO optimisation I specified served 26% mobile users effectively whilst dramatically expanding FOCAL's global reach — enabling the international growth that doubled organic traffic.
Enhanced Member Directory and Search Tools
The upgraded Members Directory introduced more powerful search and filter capabilities, helping members connect with relevant professionals, projects, and opportunities — boosting community interaction and satisfaction.
Challenges and Solutions
Managing Complex Requirements Within Budget Constraints
FOCAL's brief outlined functionality worth significantly more than their £15,000 budget — sophisticated CRM automation, member portals, video integration, multi-currency payments, and automated finder services.
Rather than accepting compromised functionality, I prioritised essential member-facing improvements whilst establishing architecture for future phases, and secured additional budget by demonstrating long-term ROI — positioning the project as foundational investment rather than one-time expense.
Managing Complex Data Migration Whilst Maintaining Service Continuity
FOCAL's membership database contained years of information across different systems that needed consolidation into Zoho CRM whilst ensuring nothing was lost.
I developed a phased migration approach that validated data accuracy before each stage, maintained parallel systems during transition, and established comprehensive rollback procedures to ensure service continuity throughout, minimising operational disruption.
Designing Automated Workflows Without Creating System Dependencies
Automated workflows within Zoho's ecosystem created challenges around timing, sequencing, and reliability — particularly coordinating between Flow, CRM, and Billing for payment handling and renewals.
I personally configured the automation, factoring in Flow timing delays, webhook calls between products, and CRM automation limits, designing and testing tailored workflows so each piece updated before the next action triggered.
Conclusion
The FOCAL International transformation demonstrates how strategic procurement decisions and thoughtful technology integration can deliver sustainable operational improvements for membership organisations. By securing appropriate investment rather than accepting budget constraints, and choosing integrated technology solutions over fragmented fixes, we delivered a platform that continues to support FOCAL's growth and international influence.
The results validate the strategic approach — user growth increased by 72%, organic traffic doubled, and operational efficiency improved dramatically through workflow automation. What's particularly satisfying is seeing how the platform has enabled FOCAL to focus on member value rather than administrative overhead, positioning them as the leading resource in the audiovisual archives sector.
Working with stakeholders and development partners, we transformed a collection of manual processes into an integrated digital platform that scales with FOCAL's ambitions. The key was recognising that technology procurement requires the same strategic thinking as product development — understanding user needs, choosing appropriate solutions, and building for long-term sustainability rather than short-term fixes. This same flexible approach to problem-solving drives my work at Product Scope in helping organisations streamline operations and achieve measurable business transformation.
Results and Impact
Usage data and member feedback demonstrating the new platform's measurable impact.
A 72% increase in visitors since the new website launched in 2020.
January – September 2024.
More than doubled since the new website launched in 2020.
"David's project management of creating a new CRM and website for FOCAL International was invaluable. His involvement was instrumental in developing and implementing new initiatives, and his ability to see the bigger picture and problem-solve led to a smooth transition from old to new systems — within the set timeframe, with additional support throughout the project."— Mary Egan, FOCAL's Executive Director
What members said
"Easy to navigate and visually appealing."FOCAL member
"Much easier to search members' profiles."FOCAL member
"More interesting and cleaner — a big improvement."FOCAL member
Interested in working together?
I help organisations streamline workflows, modernise legacy systems, and deliver user-focused digital products — without unnecessary complexity. If you're scoping a project or refining a platform, get in touch.