Modernising FOCAL’s Digital Infrastructure and Membership Experience
Product: Zoho CRM, Zoho Flow, Zoho Books, Zoho Billing, Zoho Forms
Client: FOCAL International
Delivery Timeframe: 2019-2021
Technology Stack: Craft CMS, JavaScript, HTML5, CSS3 Zoho CRM, Zoho Flow, Deluge Scripting
API Integrations: Zoho API, custom workflows
Database: Zoho CRM
Project Tools: Google Docs
Approach: Agile Development
As contracted Product Manager for FOCAL International’s digital transformation, 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.
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.
Automate Membership Operations
Unify Fragmented Digital Systems
Enable Intelligent Request Matching
Implement Seamless Payment Processing
Establish Self-Service Member Management
Improve Mobile Experience and International Reach
Reduce Long-Term Operational Costs
Managing Complex Requirements Within Budget Constraints
- Managing Complex Requirements Within Budget Constraints FOCAL’s comprehensive brief outlined functionality worth significantly more than their £15,000 budget—sophisticated CRM automation, member portals, video integration via Electron API, multi-currency payments, and automated finder services. Rather than accepting compromised functionality, I developed a strategic approach that prioritised essential member-facing improvements whilst establishing architecture for future development phases. I successfully secured additional budget by demonstrating long-term ROI and positioned 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 member information across different systems that needed consolidation during the transition to Zoho CRM whilst ensuring no member information was lost during the process. 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 the implementation process whilst minimising operational disruption.
Designing Automated Workflows Without Creating System Dependencies
- The introduction of automated workflows within Zoho’s ecosystem created technical challenges around timing, sequencing, and system reliability—particularly coordinating between Flow, CRM, and Billing modules for processes like payment handling and renewals. I personally configured the automation workflows, factoring in automation timing delays in Flow, webhook calls between Zoho products, and CRM automation limitations. I designed and tested multiple tailored workflows, ensuring each piece was updated before the next action triggered.
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 project reinforced my conviction that successful digital transformation requires strategic leadership in procurement and implementation, not just technical delivery. The platform’s continued success in supporting FOCAL’s growth demonstrates the value of investing in comprehensive solutions that eliminate operational constraints and enable organisational focus on core mission delivery. This same flexible approach to problem-solving—adapting strategic thinking to whatever challenge you’re facing—drives my work at Product Scope in helping organisations streamline operations and achieve measurable business transformation.
“David’s project management of creating a new CRM and website for FOCAL International was invaluable. He made a significant contribution not only to fulfilling the set requirements, but his involvement was instrumental in developing and implementing new initiatives, which had a positive impact on the overall project and communication between the various groups. His ability to see the bigger picture and problem solve led to a smooth transition from old to new systems, not only within the set timeframe but with additional support during the project.”
– Mary Egan, FOCAL’s Executive Director