Start with Discovery: How to Map Business Processes Before Choosing Software

Helena Rothwell • September 12, 2025

A practical approach to defining what your business really needs — before engaging suppliers or investing in new systems

To know where you're going, you first need to know where you are.


It sounds obvious, but you’d be amazed how many businesses skip this step entirely.

They jump straight into vendor conversations, software demos, or pricing discussions without first clarifying what they actually need to move forward.

And to be fair, it’s understandable. It takes time, effort, and internal focus... all of which are often in short supply in a growing business. It feels easier to trust the provider to do the analysis and tell you what fits.


This often results in systems that are overcomplicated, underused, or simply not fit for purpose.

In reality, the first step in any successful digital project, whether it's ERP, CRM, finance, or another core system, - is internal discovery. That means understanding how your business runs today, what’s working, what isn’t, and what needs to change.



Why Skipping Discovery Is a Risk

When you skip discovery, you hand over control of the project before you've even defined the problem.


Instead of setting the agenda, you start reacting to what vendors show you, and yes this can result in your solution being shaped more by their product roadmap than your business needs.


This lack of ownership is how businesses can end up with:

  • Features they don’t use
  • Gaps they didn’t see coming
  • Systems that don’t fit how the business actually works
  • Underused features


And once you're deep into implementation, changing direction becomes expensive — both in time and money.

The discovery phase helps avoid this. It puts you in control of the process, makes vendor conversations more focused, and leads to better results.



How to Run a Discovery Process (Even with Limited Time)

This doesn’t have to be a massive internal project.


Many SMEs run a short, structured discovery process over a few weeks. It can be led internally or supported by an external consultant... someone experienced who knows how to ask the right questions, capture the answers, and build a clear picture of what’s really happening.

It’s also about people... not just processes.


Good discovery work considers change management from the start. That means involving your stakeholders early, whether they’re department heads or the person packaging boxes in the warehouse.


Because for many employees, change feels risky, not exciting. Helping them feel heard is the first step in getting them on board. (PLUS, they same employees may have valuable insight on where the risks are and where efficiencies can be made).


When we work with clients at this stage, we typically:

  • Run short interviews with department leads
  • Document core workflows and known issues
  • Capture existing tools, spreadsheets, and data handovers
  • Identify process gaps and duplicated effort
  • Facilitate a discussion on what “better” looks like
  • Noting the 'Must haves' and the 'Nice to haves'


The outcome?
A clear view of the
current state, a shared understanding of the desired state, and a grounded list of needs and priorities, ready to shape the requirements that will guide your vendor conversations.


It puts you in the driving seat.


You’re no longer relying on vendors to tell you what you need.
You’re equipped to challenge, compare, and choose based on what’s right for your business... not just what’s on offer.


This approach saves time, brings clarity, and avoids building a project around assumptions.

And yes... Enterprise Ireland and other grant supports can often help fund this phase too.


Turning Discovery into Requirements


Once you've mapped how things work today and what you want to be true in the future, the next step is turning that insight into a list of system requirements.


This doesn’t mean drawing up a 40-page technical spec. It means getting clear on the outcomes that matter, the core processes that need support, and the pain points you want to eliminate.

That includes things like:

  • What the system must do (must-haves)
  • What it should do (nice-to-haves)
  • What other tools it needs to integrate with
  • How you want data to flow
  • What kind of reporting or visibility you need
  • Future proofing - by knowing what comes next in as much as is possible.


When this is done right, you're not just creating a list — you're building a filter.

It helps you rule out poor-fit solutions quickly... and focus your time on the few that are worth exploring in depth.

We help our clients package this into a simple but powerful brief — one that gives vendors just enough to respond accurately, without opening the floodgates to complexity.


And while most businesses are still catching their breath after documenting the current state, we also help look forward. Because understanding where you are is only part of the job. The real value is knowing what’s likely to come next.

We bring the outside perspective. The awareness of what’s working in other businesses. The ability to spot where a small decision now could make or break scalability later.

That’s how you aim to build longevity into the project. Not just solving today’s problems, but making sure the foundations will still serve you when the business doubles again after your new system faciliates further growth.



Yes, This Phase Can Be Funded

Grants such as those from Enterprise Ireland — and in some cases InterTradeIreland or others — can support more than software licences.


They can help fund:


  • The discovery work
  • Requirements gathering
  • Process mapping
  • Vendor briefing
  • Project management


In some cases, the funding can also cover external support... like working with a consultant to structure and run this process for you.

Many businesses miss out because they simply don’t have time to explore the options... but that’s exactly where we come in.

We help clients shape their project plan and build the grant application pathway into it — so you’re not trying to do both at once.

Contact Us

ERP selection guide for small and medium businesses
By Helena Rothwell October 1, 2025
Learn how to evaluate ERP systems in Ireland beyond the sales gloss. Discover what really matters when choosing software for your SME.
Making a smart business software purchase decision with clear RFP requirements
By Helena Rothwell September 22, 2025
Clear, focused RFPs help SMEs choose better systems. Learn how to define your needs and lead vendor selection — not just react to it.
By Helena Rothwell September 3, 2025
How SMEs can manage growth with the right systems, project management, and funding
What's new in the world of SEO
By Helena Rothwell June 25, 2025
The world of search engine optimisation (SEO) and geotargeting (GEO) is evolving rapidly, with AI-driven algorithms, hyper-personalisation, and mobile-first indexing transforming digital visibility. Stay ahead of the curve with our latest insights into SEO & GEO trends, helping businesses dominate local search and rank higher than ever.
By Helena Rothwell June 18, 2025
SEO (Search Engine Optimisation) and GEO-targeting are vital for increasing online visibility, but many businesses unknowingly make critical mistakes that hold them back. In this comprehensive guide, we’ll identify the most common SEO and GEO errors, explain why they matter , and provide actionable solutions to correct them—ensuring your digital marketing strategy delivers real results. 🚨 SEO Mistakes: What’s Holding You Back? SEO is all about optimising your website for search engines to drive organic traffic. However, some frequent errors can weaken your rankings. ❌ 1. Ignoring Keyword Research The Mistake: Many businesses choose keywords based on guesswork , failing to analyse search intent or competition. How to Fix It: 📌 Use tools like Google Keyword Planner , Ahrefs , or SEMRush to identify high-value search terms . 📌 Focus on long-tail keywords for better conversion rates. 📌 Ensure geo-targeted keywords align with your business location. ❌ 2. Weak On-Page Optimisation The Mistake: Poorly structured web pages make it difficult for search engines to understand your content . How to Fix It: ✅ Ensure title tags and meta descriptions include primary keywords. ✅ Use header tags (H1, H2, H3) to organise content clearly. ✅ Optimise image alt text and filenames for relevance. ❌ 3. Thin or Duplicate Content The Mistake: Search engines penalise websites with duplicate or low-quality content . How to Fix It: 🔹 Write unique, high-quality articles tailored to your audience. 🔹 Avoid keyword stuffing —instead, focus on natural readability . 🔹 Regularly update older blog posts to improve relevance. ❌ 4. Poor Link Building Strategy The Mistake: Many businesses either ignore backlinks or use spammy link-building tactics . How to Fix It: ⚡ Gain backlinks from credible sources (guest posting, industry blogs, news sites). ⚡ Avoid low-quality directories and link farms . ⚡ Use internal linking to connect relevant pages within your site. ❌ 5. Slow Website Speed & Mobile Issues The Mistake: A slow-loading website harms user experience and ranking potential. How to Fix It: 📈 Compress images and use fast-loading formats . 📈 Enable caching to speed up your site. 📈 Ensure full mobile responsiveness , as Google prioritises mobile-first indexing . 🌍 GEO Mistakes: Are You Losing Local Customers? GEO-targeting is critical for local businesses , but many companies fail to optimise for regional audiences. ❌ 6. Neglecting Local SEO & Google My Business The Mistake: Many businesses don’t claim or optimise their Google My Business (GMB) profile. How to Fix It: 📌 Verify and update your GMB listing with accurate location details . 📌 Regularly post updates, respond to reviews, and add photos. 📌 Ensure NAP consistency (Name, Address, Phone Number) across all platforms. ❌ 7. Ignoring Geo-Targeted Keywords The Mistake: Failing to use location-specific keywords means missing out on local search traffic . How to Fix It: ✅ Include geo-modifiers in keywords (e.g., “best SEO agency in Dublin”). ✅ Create location-specific landing pages for different service areas. ✅ Use geo-tagged images to enhance relevance. ❌ 8. Not Using Local Citations & Directories The Mistake: Skipping local directories can reduce credibility and visibility. How to Fix It: 🔹 Get listed on trusted sites like Yelp, Bing Places, Trustpilot, and local chambers of commerce . 🔹 Ensure business details are consistent across all directories. 🔹 Use structured data markup to enhance local search results. 🔥 Fix These Mistakes & Watch Your Rankings Improve Avoiding SEO and GEO mistakes isn’t just about ranking higher —it’s about ensuring your ideal audience finds your business when they need it most . By correcting these errors , you’ll build a strong search presence , attract valuable traffic , and convert more customers . 💡 Need expert help optimising your SEO & GEO strategy? At Right Hand Consulting.ie , we specialise in making digital marketing work for businesses across Ireland and the UK. Get in touch today and let’s take your website to the next level!
How to optimise your Site for Mobile SEO
By Helena Rothwell June 11, 2025
In today’s fast-paced digital world, mobile-first optimisation is no longer optional—it’s a necessity. With mobile searches dominating online traffic, businesses must ensure their websites are fast, mobile-friendly, and geo-targeted to capture local audiences effectively. 🌍 What is GEO Targeting? GEO targeting, or “Targaid Gheografach” in Irish , refers to the process of optimising search visibility based on location . By implementing GEO strategies, businesses can ensure they appear where their customers are searching —whether in Dublin, London, or anywhere across Ireland and the UK . 📱 Why Mobile SEO Matters More Than Ever Mobile usage has exploded in the last decade, fundamentally changing how people search for products and services . Consider these statistics: ✅ 58% of all global website traffic comes from mobile devices. (Statista, 2024) ✅ 76% of mobile users who search for a business nearby visit it within 24 hours . (Google, 2024) ✅ Google prioritises mobile-friendly websites with its mobile-first indexing policy. (Google Search Central, 2024) ✅ Slow-loading sites cause 53% of mobile visitors to abandon pages . (Think With Google, 2024) 💡 What This Means: If your website isn’t optimised for mobile , you’re losing a huge chunk of potential traffic and local customers actively searching for businesses like yours. 📍 GEO Targeting: Why Mobile Users Need Local Optimisation Geo-targeting ensures that search results are relevant to a user’s location , improving conversion rates and local engagement . 📢 46% of Google searches are location-based . (HubSpot, 2024) 📍 “Near me” searches have grown by over 500% in the last five years. (Google, 2024) 🏆 Companies optimising for local SEO receive 32% higher engagement and foot traffic . (SEMRush, 2024) 💡 What This Means: When a mobile user searches for “coffee shop near me” or “best digital marketing agency in Dublin” , Google prioritises locally optimised websites —making geo-targeting essential for businesses. 🔧 How to Optimise Your Site for Mobile SEO & GEO ✅ Mobile SEO Best Practices 🚀 Responsive Web Design – Ensure your site adapts to all screen sizes seamlessly. ⚡ Fast Page Speed – Compress images, enable caching, and use fast-loading formats . 🔎 Optimised Title Tags & Meta Descriptions – Include mobile-friendly keywords . 📱 Easy Navigation – Use thumb-friendly buttons and ensure smooth scrolling. 📍 Geo-Targeting Strategies for Mobile Users 📌 Google My Business Optimisation – Keep business details updated for local searches. 📌 Location-Specific Keywords – Use phrases like “best marketing agency London” . 📌 Structured Data Markup – Help search engines identify geo-relevant business information . 📌 Local Landing Pages – Tailor content for specific cities or regions . 🎯 Final Thoughts: Mobile SEO & GEO Are Essential for Success With mobile searches dominating digital traffic, businesses must invest in mobile-friendly SEO and geo-targeting strategies to attract high-intent users .  💡 Need expert help optimising your Mobile SEO & GEO strategy? At Right Hand Consulting.ie , we specialise in helping businesses boost mobile visibility and capture local audiences . Contact us today!
Generative Engine Optimisation (GEO) – The Future of AI Search Visibility.
By Helena Rothwell June 5, 2025
Generative Engine Optimisation (GEO) is the future of AI-driven search. Google’s AI Overviews, ChatGPT, and Copilot are changing how users find answers online. Instead of ranking websites, AI reads, summarises, and delivers direct responses—and if your content isn’t AI-friendly, it won’t be included. In this guide, we break down how GEO differs from traditional SEO, why it matters, and how businesses can optimise their content to stay visible in AI-driven search results.
By Helena Rothwell June 4, 2025
Someone mentioned statistics to this little kitty.... In the ever-evolving digital landscape, Search Engine Optimisation (SEO) and Geotargeting (GEO) are two of the most powerful strategies businesses can use to increase online visibility, attract relevant audiences, and drive conversions. But how effective are they really? Let’s look at the hard data that proves why SEO and GEO-targeting should be central to your marketing strategy. 📈 SEO: The Numbers Behind Organic Search Growth SEO isn’t just about ranking higher on Google —it’s about ensuring visibility to your target market and driving sustainable growth . Consider the following key statistics : ✅ 68% of online experiences begin with a search engine. (BrightEdge, 2024) ✅ 53.3% of all web traffic comes from organic search. (Ahrefs, 2024) ✅ SEO leads have a 14.6% close rate , compared to only 1.7% from outbound marketing . (Search Engine Journal, 2024) ✅ Websites that appear on the first page of Google capture over 90% of search traffic . (Backlinko, 2024) 💡 What This Means: The data confirms that SEO is crucial for driving organic traffic . Instead of relying solely on ads or social media, businesses need optimised content and technical SEO to rank higher and increase customer trust . 🌍 GEO Targeting: Why Local SEO Matters More Than Ever Geo-targeting allows businesses to reach audiences in specific locations , making it particularly valuable for brick-and-mortar stores, regional services, and local businesses . The numbers don’t lie : 📌 46% of all Google searches are looking for local information. (HubSpot, 2024) 📌 76% of people who search for a local business on their phone visit one within 24 hours . (Google, 2024) 📌 Near me searches have increased by over 500% in the past five years. (Think With Google, 2024) 📌 Businesses that optimise for local SEO generate over 80% more foot traffic compared to those that don’t. (Moz, 2024) 💡 What This Means: Ignoring geo-targeting means missing out on huge opportunities for local visibility . Whether your audience is searching for “SEO agency in Dublin” or “best coffee shop near me” , businesses must optimise their website for local searches to capture high-intent customers. 🔗 SEO & GEO Synergy: The Best of Both Worlds Using SEO and GEO together is the ultimate strategy for high-converting traffic , as proven by these insights: 📢 Companies combining SEO with GEO targeting see a 67% boost in conversion rates compared to those using SEO alone. (Search Engine Land, 2024) 📍 Locally optimised content generates 32% more engagement and social shares . (SEMRush, 2024) ⚡ Websites that incorporate GEO keywords in title tags and meta descriptions rank 42% higher on mobile searches . (Google Search Central, 2024) 💡 What This Means: Instead of just targeting generic keywords like "best marketing consultant," businesses should pair SEO optimisation with geo-specific terms like "best marketing consultant in London" to maximise reach and conversions. 🛠 How to Implement SEO & GEO Effectively Ready to leverage the power of SEO and GEO targeting ? Follow these proven strategies: 🚀 SEO Best Practices: ✔ Conduct keyword research tailored to your business niche. ✔ Optimise title tags, meta descriptions, and heading structures . ✔ Improve site speed and ensure a mobile-friendly experience . ✔ Build high-quality backlinks to increase domain authority. 📍 GEO Targeting Best Practices: ✔ Claim your Google My Business listing and keep details updated. ✔ Use geo-targeted keywords in headings and descriptions. ✔ Develop location-specific landing pages with valuable content. ✔ Ensure NAP consistency (Name, Address, Phone Number) across directories. 🎯 Final Thoughts: SEO & GEO Are Essential for Business Success As the statistics show, SEO drives long-term growth , while GEO targeting brings local audiences straight to your door . By combining both strategies , businesses can maximise visibility, engagement, and conversions —essential for digital success in today’s competitive market.  💡 Need help optimising your SEO and GEO strategy? Right Hand Consulting.ie specialises in boosting businesses through powerful digital marketing solutions. Let’s take your brand to the next level —contact us today!
Image for Cloud vs. On-Premises ERP, comparing scalability, security, and business effficiency
By Helena Rothwell June 4, 2025
"Cloud vs. On-Premises ERP: Which is best for your business? Compare costs, scalability, security, and customisation. Make an informed decision with our expert guide!
ERP system maintenance and support, focusing on security and updates
By Helena Rothwell May 27, 2025
Discover essential ERP system maintenance strategies, support tips, and best practices to keep your business running smoothly.