Download NeoGen Sales and Marketing (NSM) Business Plan Free plan

Custom Built Strategies
Sales, Marketing and Business Development Support for Unique Small
Businesses
WE HAVE YOUR BACK
“My Work is true and I want it to last”
1. Anonymous
(1)
CBS Mission
To empower unique small businesses for sustained revenue
growth by developing high-quality tailor-made sales and
marketing strategies and expanding in-house expertise, skills
and knowledge.
Business Goals
Date
Goal
15.04.2014
Announce to the world
31.12.2014
1 Client or $5000 in sales
31.12.2015
3 Clients or $20000 in sales
SWOT Summary
STRENGTHS
WEAKNESSES
• 20 + years of sales & marketing management success in a
top tier company of a high performance industry, managing
business units that have many similarities with small
businesses
• Limited credentials – never
actually owned a small business
• Unfamiliar with some of the
administrative challenges of a
small business (registration,
proposals)
• Potential customers don‘t know I
exist
• Impatient
• 10 years of management experience in marketing and marketing
related positions
• 10 years of management experience in leading and coaching sales
teams
• 2 years as a sales trainer
• 3 years in sales
• Extensive experience in working independently and
remotely
• Sufficient financial security resulting in ability to
• focus on small number of clients instead of rushing from customer
to customer and delivering cookie cutter solutions
• develop long-term partnerships
• focus on quality intead of quantity
OPPORTUNITIES
• Large number of small businesses – large customer pool
• Some access to colleges to build reputation
THREATS
• Potential customers often don‘t
understand the value of a
sales/marketing plan (D.I.Y.s)
• Many other consulting companies
might be perceived as offering the
same services
SWOT Summary (2)
STRENGTHS
WEAKNESSES
• 20 + years of sales & marketing management success in a
top tier company of a high performance industry, managing
business units that have many similarities with small
businesses
• Limited credentials – never
actually owned a small business
• Unfamiliar with some of the
administrative challenges of a
small business (registration,
proposals)
• Potential customers don‘t know I
exist
• Impatient
• 10 years management experience in marketing & marketing related
positions
• 10 years management experience in leading & coaching sales teams
• 2 years as a sales trainer
• 3 years in sales
• 2 years business development experience in small business
• Extensive experience in working independently and remotely
• Sufficient financial security resulting in ability to
• focus on small number of clients instead of rushing from customer to
customer and delivering cookie cutter solutions
• develop long-term partnerships
• focus on quality intead of quantity
OPPORTUNITIES
• Large number of small businesses – large customer pool
• Some access to colleges to build reputation
THREATS
• Potential customers often don‘t
understand the value of a
sales/marketing plan (D.I.Y.s)
• Many other consulting companies
might be perceived as offering the
same services
Target Markets
•
•
Small “unique” businesses with up to $10M in sales
•
Start-ups
•
1-3 years post launch
•
Established SUB’s that need a refresh
•
Ideally in Eastern Ontario
Examples:
•
Eyecandy signs
•
Wikes
Positioning
CBS aims to increase revenue and deliver sustained revenue growth by
constructing tailor-made sales & marketing strategies for small businesses (<$10M
revenue).
In addition – and unlike others – CBS also aims at expanding and deeping our
clients‘ sales and marketing expertise, leading them to self-sufficiency.
CBS brings to the table over 20 years of success in leading and coaching sales
and marketing teams with many similarities to small businesses for a company
named “the most admired corporation in America “ for seven years in a row by
FORTUNE Magazine .
Value Proposition
CBS specialices in building result oriented tailor-made sales & marketing
strategies for unique small unique businesses and start-ups (<$ 10MM in
sales), by using a highly effective combination of consulting, coaching and
collaboration to construct plans or actions which:
- increase revenue
- create self-sufficiency by deepen and expand existing, ‘resident‘ sales
and marketing expertise
- lay the foundation for sustained long term growth
- can be delivered remotely (telecommuting)
This, in turn, will deliver:
• financial security for the business,
• peace of mind and reduced stress
• continued confidence in company leadership
Value Proposition
Proverb Anchors
• “Tell me and I forget, teach me and I may
remember, involve me and I learn.”
(Benjamin Franklin)
• “Give a person a fish and you feed them for a day;
teach a person to fish and you feed them for a
lifetime.”
(Anne Isabella Thackeray Ritchie)
Elevator Pitch
(142 words at 100-150 words per minute)
“I specialize in helping unique small companies make more money and making
myself obsolete.
Small businesses might not reach their revenue potential because they find it
difficult to find the time/resources to create a fully developed sales and
marketing strategy.
So I work with them to build high quality, tailor-made plans that aim at
increasing revenue and sustained growth. I do that by using a new and different
approach, integrating consulting with coaching because this leads to a superior
end-product and serves to expand and deepen the sales and marketing expertise
within in the company. This makes you self-sufficient; i.e. you won’t need
external support any longer – I become obsolete.
Perhaps we could meet and discuss what value I can offer to increase your
revenue and enable you to become so good at sales and marketing that you need
no external support.
CBS Metaphors
•
Your personal guide to finding the answers you need
•
Your personal specialty “team”
•
Your personal special ops strategy “team”
•
Your own dedicated sales and marketing “task force” , tailored to your budget & needs,
•
Your ace up your sleeve
•
A sales and marketing task force dedicated solely to your success
•
ENABLER
Metaphor/Image:
•
a way to anchor your brand to something people already understand:
Taglines
• Empowering small businesses to succeed/flourish and prosper
• Tailor-made strategies to help your business grow
• Custom built sales and marketing strategies for small businesses
• Dedicated to the success of small businesses
• Precision sales and marketing strategies for small businesses
• Empowering small businesses to succeed/flourish and prosper
• Mapping your pathway to success
Issues + Actions
Issue
• Limited credentials
• Potential customers don‘t know I exist
• Many other consulting companies
might be perceived as offering the
same services
Actions
• Build up credentials by:
• Endorsment from existing network
• Developing my own business development tool
• Writing 3 sales and marketing plans in exchange for
recommendation
• Lectures at colleges
• Build presence and visibility via:
• Facebook
• Create page
• Befriend others
• Word of mouth
• Send email with 1 pager
• Write a “life“ blog on my trials and tribulations
• Webpage
• Utilize s-commerce sites such as blur and xyz (world wide
access, vetted customers, different playing field)
• Develop SKYPE and FACE-TIME expertise
• Emphasise the integrated consulting AND coaching
approach
NSM Selling Discussion
Problem & Need
Problem
• Many small businesses have sub-optimal revenues or non-sustained revenues
because they:
• have not developed a thorough, focussed sales and marketing strategy
which is a consequence of :
• not having time, expertise to build such a strategy
• not understanding the value of such a strategy (and therefore not
dedicating time and resources to do so)
• don’t implement / update an existing plan
• Sub-optimal revenues can
•
•
•
•
Need
affect the financial security of the business,
force unwanted rushed and untested decisions,
create a highly stressful working environment,
undermine confidence in leadership and future of the business
• Creation of a tailor-made, results oriented strategic Sales & Marketing Plan
• Implementation and control of the plan
• Expansion and deepening of in-house sales and marketing expertise to
establish self-sufficiency
NSM Selling Discussion:
Solution
Solution
The solution is CBS because we have the expertise of over 20 years of success in leading and coaching
sales and marketing teams in a company named “the most admired corporation in America “ for seven
years in a row by FORTUNE Magazine.
• Sales experience:
• Over 3000 selling discussions with demanding customers
•
Sales training experience, including the development of extensive training manuals
• 10 years Sales Management Experience
• Teaching, coaching, mentoring teams on the principles of selling
• Directing the development of regional, national sales strategies
• Leading teams to successful sales results year after year
• Design and implementation of regional and national Go-to-Market sales strategies
• 10 years in Brqnd Management and related positions
• Directed the marketing of <$50MM brand
• Design and implementation of national pre-launch and post launch strategies
•
Been through some of your pressures myself because my income depended on my success:
• The need to grow revenue year after year, find new markets, expand existing ones
• Anticipating opportunities and threats
• The challenge of keeping focussed on those things that drive revenue
• The need to keep customers happy 24/7
•
The need to synergize your team, optimize collaboration and effort, make my team, that was
already very good even better
• Managing constant change or constantly managing change
Are you willing to try ? We can scale our effort to your needs.
Why Me: Been There, Done That
•
Most of my 20+ years experience in sales and marketing was spent leading corporate
business units – which have many similarities to running a small business. In fact that
was the ‘premise’ / model that is commonly used to define the responsibilities of a
business unit manager. Like a small independent business I had high revenue goals,
demanding customers, brutal competition, diverse staff, a fixed budget, and complex
products or services to sell. Like in a small business my compensation depended to a
significant degree on delivering or exceeding sales targets.
•
How did I make this work? By writing the best roadmap to success I could and by
implementing the roadmap as well as possible and by making my staff the best they
could be.I did not learn this from textbooks or taking courses. I learned this by rolling
up my sleeves and getting my hands dirty, and by learning from highly knowledgeable
and exacting experts and colleagues.
•
Then I taught others how to do it, and coached them from being good to being very good
and from there to being the best they could be.
•
I have been there, done that, got the t-shirt, worn a hole in it and use it as a duster
Why Me: The RIGHT Plan
Sales and Marketing vs Financially Focussed Plan
•
Furthermore, you don’t just need any business plan.
•
To grow and develop your business you need the RIGHT plan, which is quite possibly NOT the
one written for the banks or shareholders. These plans are built for the banks, with great focus
on the financial aspects of the business., like your cash-flow analysis, profit and loss tables, gross
margins and profits.
•
These elements are important. They describe the ‘financial feasibility’ of your business. But often
they do not outline the road to success, because they do not focus on generating revenue. Yet,
your revenue is mostly dependent on sales and marketing. In many, many business plans the
sales and marketing aspect is under-nourished, under-represented, disadvantaged, and therefore
underpowered for success or for maximizing your success.
How I Work 1
• My approach to helping your business grow is built around partnership, collaboration and
teamwork and long-term perspective. Instead of just working FOR you I’m just as much interested
in working WITH you. I don’t have to make short-term quota, sales goals or margin for the next
quarter or next month. I need not deliver a set number of new clients to my head-office or managing
partners. I won’t recommend a project solution and then send it the pawns to carry it out. Also, my
preference is to not to just fix a problem and then move on to the next, new, juice client / opportunity.
• Instead I take a personal interest in the success and of my client and aim for long-term sustained
growth.
Longer-term collaboration delivers a number of important benefits:
• ensures consistency and sustained success.
• finding the best and most efficient solutions, rather than the quickest one
• cost-effectiveness as the work of the consultant can be easily scaled up or down to the
customer as needed
• Determine which approach works best for getting best results
How I Work 1 cont’d
Perhaps the most important aspect of taking a longer-term perspective is that it facilitates the
expansion of your team’s existing expertise and establishes self-sufficiency. It allows collaboration
on the full spectrum between complete carry-out and mentoring, depending on the status and
growth of knowledge. As the client’s knowledge and skill grows my involvement recedes from carryout to coaching to mentoring and from there to monitoring.
Remnant
•
Once At the same time The coach guides the client in putting strategic plans in place which will solve the problems (or
capitalize on new opportunities). The coach facilitates creative and strategic brainstorming. The coach then helps to
facilitate the creation of tactical “action steps” that the client or client company will take to implement the strategy. Once the
action steps are committed to, a good coach provides a structured environment where the client is accountable to him or
herself for executing the plans
•
sets up a sales and marketing framework
How I Work 3: The Safe Place
I can provide a “safe place” to guide and support a client in reaching their objectives. The term “safe
place” refers to a positive, supportive environment free from judgment or hidden agendas; a place where
all that is discussed is held in complete confidence.
• Of course you have already a team of smart people around you. Your family, your friends, your
accountant, lawyer, bank-manager, or some customers. All of them can provide advice, and
should.
Due to the nature of those relationships, views are affected by the role these people play in your
business environment. Accountants see the business world differently than your customers, your
bank, your suppliers, or your family. That is simply human nature. People constantly project their own
agendas, ideas, opinions, thoughts, and even fears onto other people.
Why Me?
Over 3000 selling discussions with demanding customers
Developed extensive training programs
20 years of marketing and sales management experience in a company that was voted most admired
corporation seven times by Fortune Magazine
Marketing Manager for large complex brand (>$50 MM in sales) in a high performance industry
Business Development Manager in Small Business Enterprise
Over 20 years of:
Successfully coaching and managing Marketing or Sales Teams
Creating business plans and directing their development
differences from larger companies –
focus, same person all the time, ONE go to point, interested in value, NOT
volume...see also that business plan on the CD
What I Bring To Your Table
Expertise and experience
Focus (marketing and sales)
Seeing your blind spots
Passion about helping others to succeed
Integrity
Partnership rather than detachment
You’re talking to the boss...not like the partners of a big company who show up for the sales pitch and then junior
members implement
I have worked with consulting companies...i.e. They worked for me...so I know what u can get and what u can’t get
.Holding my clients accountable to their commitments.
Tailored approach coaching to the client’s needs
What I do...
help startups and fast-growing companies tell better stories (aka marketing.) I provide strategic and tactical
services focused on core messaging and brand positioning, marketing strategies and tactical execution, and
content creation. My strength is the ability to assess, analyze and explore your business and goals to create
goal-driven marketing strategies and tactical implementation plans
What I do differently...focus on a few customers...individualized, custom-made, tailored, bespoke approach
Why You?
You are small, you have values that I respect and like even admire
Sometimes you walk into a place and see a sculpture, car, purse, tie, tool, painting
...and it just feels right...
You want to win, and you are prepared to take a longer term view, long-term success
vs short term rewards
Success to me is generally a marathon not just a 100m dash
I like that you are proud of your craft, product offering and passionate about it
Services in My Words
•
Business plan review/gap analysis with focus on sales and marketing
•
Skill and knowledge leasing (retainer consulting) - $500/month for 5
hours of my time
•
Sales and marketing strategy development
•
From scratch
•
Merging existing elements and make them fit, consistent
•
Sales and marketing strategy clean-up, refinement, fine-tuning of
existing plan
•
The 90 day cycle program
•
Project specific work
Services in Words For The Public
CBS tailors their services to your needs. Examples of what we offer:
•
Sales & Marketing Plan Development
• from mission statement to analysis of strengths, weaknesses, opportunities
and threats to the construction of action plans and their integration into dayto-day operations
Business Plan Review/Gap Analysis (with focus on sales and marketing).
•
•
Ideal for identifying areas in your plan that can be further improved or
added to drive revenue and defining steps how to fine-tune your plan.
• One-On-One Sales & Marketing Coaching
• For entrepreneurs and business owners who want to expand their sales and
marketing skills and become self-sufficient in this area over time
•
Retainer packages for businesses that prefer ongoing sales & marketing advise and
support. These packages work well for :
Assist with goal planning
Longer-term business-development activities
Brainstorming and problem-solving sessions
Meeting facilitation
Short-term special projects
My business card
Chia Chia Sun’s business card reads: “Hi, I’m Chia Chia Sun. I’m the woman on top at Damiva.
Technically, I’m the CEO but I consider myself a health and satisfaction strategist, a champion of
women’s needs, and a taboo abolisher
Hi, I’m Bert. Technically, I’m a small business sales and marketing consultant and coach, but I
consider myself a stress reduction and difference making strategist and champion of small
businesses/small business success
Hi, I’m Bert. Technically I’m a small business sales and marketing consultant and coach, but I consider
myself a champion of small businesses and strategic stress reducer, a peace of mind generator,
difference maker and freedom fighter for and xyz strategist
Target Markets
Where To Find Customers
Ebay
Shopify
Artsy websites
With accountants
USE shopify + craigslist like a store
selling “tools”
• Strategic alliances - mcspadyen etc
•
•
•
•
•
• Minute by minute online
consulting
•
Always have a signature–and always
flaunt it.
• Artisan businesses
•
Private clinics
•
•
•
•
•
•
•
•
•
•
With accountants
Linked-in contacts
Small Business Enterprise Centre locations
Canada Business Network
Etsy
Canadian Federation of Independent
Business (CFIB)
Industry associations,
business associations
Chambers of commerce
Trade show websites, one of a kind
Association of Independent Consultants (AIC)
The AIC connects you with educational networking
meetings and workshops, opportunities and assignments
with other companies
Contact AIC:
416-410-8163
Association of Independent Consultants
Canadian Federation of Independent Business (CFIB)
100,000 owners of small and medium-sized businesses,.
Advocacy is based on the strong feedback from members,
has a high profile, business and among the general public.
Contact CFIB:
1 888-234-2232
Canadian Federation of Independent Business
Definition of a Start-Up
A startup is an idea searching for a business model.” The
entrepreneur and the startup team are investigators
who, through their roles in the startup, seek answers to
gain a level of certainty that did not exist at the outset.
Through a process of experimenting, learning and
iterating, the entrepreneur can (and should) test the key
assumptions underpinning the business
(Steven Blank – serial entrepreneur and Stanford
Professor of Business
Good questions target market
Know your target market
With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company.
As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer
relationship, someone who:
•
Benefits from your product
•
Relates to your brand identity
•
Is available in the geographic market you identified
•
Aligns with your competitive advantage (versus the competition)
You should be able to identify 1-3 groups of customers who would be best served by your company; this represents your
target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about
your customer, one single person:
•
What needs/wants does your offering fulfill?
•
How do they find out about this type of product/service?
•
Where do they make their purchases?
•
Who influences their purchases?
•
How do they research?
What Kind of Coach I am How I will
work
Here are some good questions:
• What 3 words best describe me?
• Why do I want to be a Business Coach?
• How would I describe my approach? • What theory and models inform my work?
• What is my philosophy?
• What is the difference between Business Coaching and Personal
Coaching?
• What is my particular area of expertise?
• What am I passionate about?
• Who would be my favourite client and why?
Short-Term Mile-Stones
Apr-15 May-01
10
Finish BP
5
Check names, smartsell, custombuilt strategies
20
Website development self learning
30
facebook page dormant
44
Develop email list - collaborators
45
List of potential collaborators who will list my site
46
Get recos in linked-in profile marketing and sales
50
Website Developer find
51
Incorporate
56
Get insurance
60
Website design and test
65
Develop email list for all launch note recipients
70
linked-in profile draft
91
Cell phone dataplan has to work
98
Business Cards
99
Develop 1 pager
100
go live with linked-in, facebook, website and letters
Jun-01
Jul-01 Aug-01
“Low Hanging Fruit”
•
•
•
•
•
Step 1: Identify ‘easy to work with’ customers:
•
Established relationship
•
Basic understanding of needs
•
Access to decision makers
•
High potential for success
Step 2: Develop and present proposal based on Planning Matrix
Step 3: Gain feedback, adjust proposal, gain agreement for
implementation or partial implementation
Step 4: Ask for referral to another LTC,
Step 5: Develop or identify resources for delivering this message
Importance of Marketing
Philip Kotler, Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.
Good questions target market
Know your target market
With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company.
As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer
relationship, someone who:
•
Benefits from your product
•
Relates to your brand identity
•
Is available in the geographic market you identified
•
Aligns with your competitive advantage (versus the competition)
You should be able to identify 1-3 groups of customers who would be best served by your company; this represents your
target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about
your customer, one single person:
•
What needs/wants does your offering fulfill?
•
How do they find out about this type of product/service?
•
Where do they make their purchases?
•
Who influences their purchases?
•
How do they research?
FAQs
Q: Why do I need a consultant, my in-house staff, manager can do this as part of their regular business function.
A: Your in-house staff is probably very capable and highly dedicated. In small companies they often carry many
responsibilities and they generally don’t have time for additional responsibilities in sales and marketing, or become so
overloaded that they are simply unable to do anything well.
Q: What about large firms, such as McKinsey, Bain, Arthur Anderson, Boston Consulting – they have a great reputation.
A: The larger consulting houses have an enviable reputation. They are however, generalists, who take their name-brand
management consulting into specialty areas. They also have a multi-layer management structure. Senior staff or
partners sell new contracts – but it is often much less experienced associates delivering the work. They also have a
significant overhead structure and fulfillment structure which can be reflected in their fees. Custom Built Strategies
specializes in small businesses – the consultant who you contract with is the consultant who delivers the goods.
Willingness to learn the business…
Q: Aren’t consultants very expensive?
A: Your
SWOT Summary
STRENGTHS
• 20 years of management experience in
successfully leading and coaching sales and
marketing teams
• Financial security
• Willingness to work “pro-bono“ selectively
• Extensive experience in working remotely
OPPORTUNITIES
• Large number of small businesses – large
customer pool
• Some access to colleges to build reputation
WEAKNESSES
• Limited credentials
• Unfamiliar with some of the administrative
challenges of a small business (registration,
proposals)
• Potential customers don‘t know I exist
• Impatient
THREATS
• Potential customers often don‘t understand
the value of a sales/marketing plan
• Many other consulting companies might be
perceived as offering the same services
NSM Selling Discussion
Solution
The solution is NSM because:
-We make tailored plans at a reasonable cost
-Been through the pressures myself
-Have the experience to do so
-Consult AND coach …and have done both in the past
-Are willing and able to scale our effort to your needs
-Have written plans…
-…look at the why me thing…have created clears paths for future success
Over 3000 selling discussions with demanding customers
Developed extensive training programs
20 years of marketing and sales management experience in a company that was voted most admired
corporation seven times by Fortune Magazine
Marketing Manager for large complex brand (>$50 MM in sales) in a high performance industry
Business Development Manager in Small Business Enterprise
Over 20 years of:
Successfully coaching and managing Marketing or Sales Teams
Creating business plans and directing their development
close
NSM Selling Discussion: Solution
Solution
The solution is NSM because we have the expertise of over 20 years of success in leading and coaching sales and marketing teams in a
company named “the most admired corporation in America “ for seven years in a row by FORTUNE Magazine.
•
Sales experience:
• Over 3000 selling discussions with demanding customers
•
Sales training experience – development of extensive training manuals
•
10 years Sales Management Experience
• Teaching, coaching, mentoring teams on the principles of selling
• Directing the development of regional, national sales strategies
• Leading teams to continuous sales results year after year
• Design and implementation of regional and national Go-to-Market sales strategies
•
10 years in Brqnd Management and related positions
• Directed the marketing of <$50MM brand
• Design and implementation of national pre-launch and post launch strategies
In addition I have been through some of your pressures myself so I can relate:
•
•
•
•
•
The need to grow revenue year after year, find new markets, expand existing ones
Anticipating opportunities and threats
The challenge of keeping focussed on those things that drive revenue
The need to keep customers happy 24/7
The need to synergize your team, optimize collaboration and effort
What are the INtangibles
Focus (marketing and sales), Seeing your blind spots, Passion about helping others to succeed,
Integrity, Holding my clients accountable to their commitments
Are you willing to try ? We can scale our effort to your needs.
to add
•
•
•
•
•
•
Need to integrate the book writing thing and the
teaching thing perhaps as tools or as
independent things
What I can do...Ability to grow the business
without large capital investments up front
•
Diversification, i.e. Avoiding being dependent on
one single client
•
The hours, the work and the constant pressure
to perform wears on even the most passionate
individuals. Many business owners, even
successful ones, get stuck working much longer
hours than their employees. Moreover, they fear
that their business will stall in their absence, so
they avoid taking any long breaks away from
work to recharge. When fatigue sets in, the
weariness with the hours and the results can
lead to rash decisions about the business,
including the desire to abandon it completely.
Finding a pace that keeps the business
humming without grinding down the owner is a
challenge that comes early (and often) in the
evolution of a small business---I can step in for
flexible times, with a small minimum
•
Balancing Quality and Growth
Even when a business is not founder dependent,
there comes a time when the issues from growth
seems to match or even outweigh the benefits.
Whether a service or a product, at some point a
business must sacrifice in order to scale – this
may mean not being able to personally manage
every client relationship or not inspecting every
widget
Helping you keeping up with demand how to
prioritize (targeting, decision making)
Or perhaps you just need another set of eyes to
finetune, refine your plans
If you are under resourced (peoplewise) ...can
step up and I can leave whenever not needed, a
short term resource that is flexible,
knowledgeable, hard working and on your side
Lack of a clear plan: Most businesses don’t
know how to plan. Lack of a plan worsens the
cash problem by wasting cash chasing tempting
diversions, and throwing money at problems.
Equally important is revising your plan
according to changing economic and business
conditions and to ensure your survival in the
recession.
NSM Selling Discussion
Problem
•
•
Many small businesses have sub-optimal revenues or non-sustained revenues because they:
•
have not developed a thorough, focussed sales and marketing strategy which is a consequence of :
• not having time, expertise to build such a strategy
• not understanding the value of such a strategy (and therefore not dedicating time and resources to
do so)
•
don’t implement / update an existing plan
Sub-optimal revenues can
•
•
•
•
affect the financial security of the business,
force unwanted rushed and untested decisions,
create a highly stressful working environment,
undermine confidence in leadership and future of the business
Need
•
•
•
Creation of a tailor-made, results oriented strategic Sales & Marketing Plan
Implementation and control of the plan
Expansion and deepening of in-house sales and marketing expertise to establish self-sufficiency
Solution
The solution is NSM because:
-We make tailored plans at a reasonable cost
-Been through the pressures myself
-Have the experience to do so
-Consult AND coach …and have done both in the past
-Are willing and able to scale our effort to your needs
-Have written plans…
close
NSM Selling Discussion
Problem
Many small businesses have sub-optimal revenues or non-sustained
revenues because they:
•
have not developed a thorough, focussed sales and marketing
strategy which is a consequence of :
• not having time, expertise to build such a strategy
• not understanding the value of such a strategy (and therefore
not dedicating time and resources to do so)
•
don’t implement / update an existing plan
The absence of a high quality strategic sales and marketing plan can:
- undermine leadership
- handicap co-ordination of effort and collaboration
- disrupt cloud goal orientation
- breed inconsistency
- weaken company-wide buy in
- hampers conflict resolution
- interfere with identification of opportunities
Dis-benefit
Sub-optimal revenues and other symptoms can result in…
Need
Solution
expert in recognizing and addressing underlying familial issues
Where to find customers
Positioning
•
NSM is a provider of clear,
To provide high-quality,
structured, fundamental
streamlined, rigorous,
business and sales and
structured nuts & bolts,
marketing support, advice,
back-to-basics sales and
for small businesses on a
marketing
contract or longer term basis
support/advice for small
at a reasonable price based
mini and microon over 25 years of practical
experience and results that
businesses (including
also focuses not just on
implementation control
NSM
is a small provider
planning but also on
of high quality, clear,
implementation (removing
obstacles of implementation) structured, fundamental
Sales and Marketing
Support,
Mentorship
Coaching,
Planning
Organization
Implementation Control
for start-ups and
established small
businesses to increase
sales/profits
A good positioning statement
should:
CLEARLY and simply answer the following:
- Who are we and how are we unique?
- What do we do/make/offer?
- Who is/are our target customers?
- What is the unique benefit of our
product/service, especially compared
with our competitor’s product/service?
-Why should our target audience believe
we can deliver the benefits
Positioning statement:
a value proposition plus a competitive
anchor.
“For traditional small magazine publishers
my
company Solid Media provides a template
called digipub which repurposes their print
material for online consumption at lower
cost
and opens up their content to a new crop of
advertisers. Unlike Press Publisher 4.0,
digipub adds metadata to your content,
connecting you with new readers and
new advertisers.”
NSM Mission
Mission
To provide high-quality, streamlined,
rigorous, structured nuts & bolts,
back-to-basics sales and marketing
support/advice for small mini and
micro-businesses (including
implementation control)
Mission
1.To provide small businesses
with a clear, well structured map,
approach to marketing and that
leads to sustained sales growth
2. To expand their in-house sales
and marketing expertise for
autonomy confidence peace of
mind greater competitiveness
Mission
1.To provide small businesses
with a clear, well structured sales
and marketing roadmap, that
leads to
1. sustained sales
growth
2. Expansion of in-house (sales
and marketing) expertise for
autonomy confidence peace of
mind greater competitiveness
Mission:
•
•
Mission statements often include the following information:
Aim(s) of the organization The organization's primary stakeholders:
clients/customers, shareholders, congregation, etc.
How the organization provides value to these stakeholders, for example by offering
specific types of products and/or services
A declaration of an organization's sole core purpose. A mission statement answers
the question, "Why do we exist?"
According to Bart,[2] the commercial mission statement consists of 3 essential
components:
• Key market – who is your target client/customer? (generalize if needed)
• Contribution – what product or service do you provide to that client?
• Distinction – what makes your product or service unique, so that the
client would choose you? Examples of mission statements that clearly
include the 3 essential components are:
McDonald's - "To provide the fast food customer food prepared in the same
high-quality manner world-wide that has consistent taste, serving time,
and price in a low-key décor and friendly atmosphere."[citation needed]
•
Key Market: The fast food customer world-wide
•
Contribution: consistent taste and reasonably-priced food
prepared in a high-quality manner
•
Distinction: delivered consistently (world-wide) in a low-key décor
and friendly atmosphere.
Courtyard by Marriott - "To provide economy and quality minded travelers with a
premier, moderate priced lodging facility which is consistently perceived as clean,
comfortable, well-maintained, and attractive, staffed by friendly, attentive and
efficient people"[citation needed]
Key Market: economy and quality minded travelers
Contribution: moderate priced lodging
Distinction: consistently perceived as clean, comfortable, well-maintained, and
attractive, staffed by friendly, attentive and efficient people

Mission Statement
•
A declaration of an organization's sole core purpose. A mission statement
answers the question, "Why do we exist?"
Aim(s) of the organization‘s stakeholders: clients/customers, shareholders, etc., and describes how the
organization provides value to them, for example by offering specific types of products and/or services
•
•
•
According to Bart,[2] the commercial mission statement consists of 3 essential components:
• Key market – who is your target client/customer? (generalize if needed)
• Contribution – what product or service do you provide to that client?
• Distinction – what makes your product or service unique, so that the client would choose you?
Examples of mission statements

McDonald's - "To provide the fast food customer food prepared in the same high-quality manner
world-wide that has consistent taste, serving time, and price in a low-key décor and friendly
atmosphere."
•
Key Market: The fast food customer world-wide
•
Contribution: consistent taste and reasonably-priced food prepared in a high-quality manner
•
Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere.
• Courtyard by Marriott - "To provide economy and quality minded travelers with a premier,
moderate priced lodging facility which is consistently perceived as clean, comfortable, wellmaintained, and attractive, staffed by friendly, attentive and efficient people"
•
Key Market: economy and quality minded travelers
•
Contribution: moderate priced lodging
•
Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by
friendly, attentive and efficient people
NSM Vision
•
•
Vision
•
Vision
•
Vision: outlines what the organization wants to be, or
how it wants the world in which it operates to be (an
"idealised" view of the world). It is a long-term view and
concentrates on the future. It can be emotive[citation
needed] and is a source of inspiration. For example, a
charity working with the poor might have a vision
statement which reads "A World without Poverty.“
•
the vision being a descriptive picture of a desired future
state; and the mission being a statement of a rationale,
applicable now as well as in the future
Many little business which
are all happy and content
and reach their potential?
Mission statement: a statement of the purpose of your business.
“Google’s mission is to organize the world’s information and make it universally accessible and
useful.”
“Facebook’s mission is to give people the power to share and make the world more open and
connected.”
“Solid Media’s mission is to connect curious readers to the very best written content on the web.”
NSM Pillars
Business Consulting
Book Writing
-Compilation of do’s and
don’ts from a reps perspective
Cash Cows
Blogs
The Science of
Fitness
Small Business
Consulting
What’s new in
pharma
Chocolate Chip
Cookies
Develop Sales and
Marketing Tool and
sell it online
-Others? What others?
-From the MDs perspective
-(from sales people in
general???)
Teaching
-College
-
Guest lectures
Evening Courses
Professor-like (part
time)
-Others? What others?
Positioning
NSM constructs tailormade sales and marketing strategies for
small nonfranchised businesses that deliver sustained sales
growth.
In addition – and unlike others NSM also aims at injecting /
building / infusing greater autonomy/confidence withing by
deeping and expanding resident sales and marketing expertise
(empower)
NSM does this by combining consulting and coaching approaches
that are based on over 20 years of success in leading and building
marketing and sales teams
NSM aims to increase revenue and deliver sustained revenue growth
by constructing tailor-made sales & marketing strategies for small
businesses (<$10M revenue).
In addition – and unlike others – NSM also aims at building a
company‘s self-sufficiency / autonomy / confidence by deeping and
expanding the exsiting expertise of our customer‘s team (empower)
NSM brings to the table over 20 years of success in leading and
coaching marketing and sales teams in a business named as the
"most admired company in America “ for seven years in a row by
FORTUNE Magazine
Positioning statement: a value
proposition plus a competitive anchor.
“For traditional small magazine
publishers my company Solid Media
provides a template called digipub
which repurposes their print material
for online consumption at lower cost
and opens up their content to a new
crop of advertisers. Unlike Press
Publisher 4.0, digipub adds
metadata to your content,
connecting you with new readers
and new advertisers.”
A good positioning statement
should:
CLEARLY and simply answer the following:
- Who are we and how are we unique?
- What do we do/make/offer?
- Who is/are our target customers?
- What is the unique benefit of our
product/service, especially compared
with our competitor’s product/service?
-Why should our target audience believe
we can deliver the benefits
Positioning
NSM constructs tailormade sales and marketing strategies for
small nonfranchised businesses that deliver sustained sales
growth.
In addition – and unlike others NSM also aims at injecting /
building / infusing greater autonomy/confidence withing by
deeping and expanding resident sales and marketing expertise
(empower)
NSM does this by combining consulting and coaching approaches
that are based on over 20 years of success in leading and building
marketing and sales teams
NSM aims to increase revenue and deliver sustained revenue growth
by constructing tailor-made sales and marketing strategies for small
nonfranchised businesses.
In addition – and unlike others – NSM also aims at building a
company‘s self-sufficiency / autonomy / confidence by deeping and
expanding the exsiting expertise of our customer‘s team (empower)
NSM does this by combining consulting with coaching principles and
brings to the table over 20 years of success in leading and coaching
training, developing marketing and sales teams in a company which
was voted for one of the most respected comanies in a high
performance industry for a company named FORTUNE Magazine‘s
most admired“ 7 years in a row“
Positioning statement: a value
proposition plus a competitive anchor.
“For traditional small magazine
publishers my company Solid Media
provides a template called digipub
which repurposes their print material
for online consumption at lower cost
and opens up their content to a new
crop of advertisers. Unlike Press
Publisher 4.0, digipub adds
metadata to your content,
connecting you with new readers
and new advertisers.”
A good positioning statement
should:
CLEARLY and simply answer the following:
- Who are we and how are we unique?
- What do we do/make/offer?
- Who is/are our target customers?
- What is the unique benefit of our
product/service, especially compared
with our competitor’s product/service?
-Why should our target audience believe
we can deliver the benefits
Positioning
NSM aims to increase revenue and deliver sustained revenue growth by constructing tailor-made sales & marketing
strategies for small businesses (<$10M revenue).
In addition – and unlike others – NSM also aims at expanding and deeping our customer‘s sales and marketing expertise,
leading them to self-sufficiency.
NSM brings to the table over 20 years of success in leading and coaching sales and marketing teams in a company named
“the most admired corporation in America “ for seven years in a row by FORTUNE Magazine .
A good positioning statement should:
CLEARLY and simply answer the following:
- Who are we and how are we unique?
- What do we do/make/offer?
- Who is/are our target customers?
- What is the unique benefit of our product/service, especially compared with our competitor’s product/service?
-Why should our target audience believe we can deliver the benefits
to add 2
•
•
(Most businesses don’t know how to plan. Lack
of a plan worsens the cash problem by wasting
cash chasing tempting diversions, and throwing
money at problems. Equally important is
revising your plan according to changing
economic and business conditions and to ensure
your survival in the recession
•
Sales/marketing effectiveness This leads back to
planning and leadership. Many businesses have
not taken the time to decide what their USP is.
They try to compete in conflicting areas, such as
lowest price and highest service. One takes
away money and the other adds cost. Part of the
planning process for a new product should
include a very clear answer to one simple
question, “with all of the products and service
available to my customers why should they buy
from me?”
Lack of execution This may be the biggest of all:
strategies that are developed are never executed
improvement projects fail leaders spend less
that 1-hour per month on strategy employees
don’t know their company’s strategy. (This is a
direct result of top management not
documenting and communicating it.)
Communicating with employees is crucial.
organizations don’t have meaningful
Activity 1: Describe your idea
To start the process of
designing a well-crafted and
effective value
proposition, consider the
following aspects of your
business idea. Be
honest and answer as
completely as possible.
•
Who is your target
customer? What kind of
problem do you solve for
them?
•
Is this an important
problem for this customer? Is it
an urgent
problem?
•
How do you plan to
solve this problem for the
Early Steps: Idea also for starting up a business
Activity 1: Describe your idea
To start the process of designing a well-crafted and effective value
proposition, consider the following aspects of your business idea. Be
honest and answer as completely as possible.
• Who is your target customer? What kind of problem do you solve for
them?
• Is this an important problem for this customer? Is it an urgent
problem?
• How do you plan to solve this problem for the customer? Describe how
your solution will work in the customer’s hands and the benefits that it
will generate.
• Who is your competition? How do they solve this problem for their
customers today?
• What is unique about your way of solving the problem? Why are you
better than anyone else in solving this problem? Is your advantage
sustainable over time?
SWOT Analysis Guides Strategy
External
environment
analysis
Business
Mission
Internal
environment
analysis
External Analysis:
“A startup is an idea searching for a business model.”
The
entrepreneur and the startup team are investigators
who, through their roles in the startup, seek answers to
gain a level of certainty that did not exist at the outset.
Through a process of experimenting, learning and
iterating, the entrepreneur can (and should) test the key
assumptions underpinning the business
(Steven Blank – serial entrepreneur and Stanford
Professor of Business
NSM SWOT Opportunities
concentrate on the “so what”, i.e. what does it mean NOT to have a plan
OPPORTUNITIES
• Many small businesses do not have a plan or a good clear plan, or update their sales and
marketing plans, which can lead to financial wastage (Most businesses don’t know how to
plan. Lack of a plan worsens the cash problem by wasting cash chasing tempting diversions,
and throwing money at problems. Equally important is revising your plan according to
changing economic and business conditions and to ensure your survival in the recession
• Sales/marketing effectiveness This leads back to planning and leadership. Many businesses
have not taken the time to decide what their USP is. They try to compete in conflicting areas,
such as lowest price and highest service. One takes away money and the other adds cost.
Part of the planning process for a new product should include a very clear answer to one
simple question, “with all of the products and service available to my customers why should
they buy from me?”
• Lack of execution This may be the biggest of all: strategies that are developed are never
executed improvement projects fail leaders spend less that 1-hour per month on strategy
employees don’t know their company’s strategy
NSM Value Proposition
For small (<10MM in sales artisan like or artisan) businesses, (such as
eyecandy,with noticeable need of help with female decision makers) NSM
uses a combination of consulting and coaching to construct tailor-made sales
& marketing strategies to
- increase revenue
- establish long term growth
- deepen and expand existing, resident sales and marketing expertise
It describes:
•
1. What your product/service is
2. The target customer
3. The value you provide them
A value proposition is a
statement of the unique benefits
delivered by your offering to the target
customer
Opportunities (addressing challenges for
small business owners)
- Sales and marketing
plans are often
tedious and time
consuming 50- 100
hours (and then you
still don’t implement
it)
•
•
•
•
People have great
ideas but don’t know
how to plan
A Sales and
marketing plan is an
essential plan to
success, to funding
Customers don’t buy technology. Customers buy products
that add value. Customers buy products that they need, in
order to satisfy some issue that they wish to satisfy
•
•
•
•
•
Helps mitigating risk
Is one of 5 really big
stumbling blocks for
small businesses
•
•
Perhaps the most promising source of ideas for new
business comes from customers — listening to customers
There is no substitute for understanding the unmet needs
of customers
Is there a customer base for you to target?
“Who is my customer?” What does the customer want to
buy? When does the customer want to buy? What price is
the customer willing to pay?
Are there any gaps in the market that your business ideas
could fill?
Are there other businesses offering similar products and
services?
Can you meet the needs and expectations of customers
better than your competition?.
Opportunities (addressing challenges for
small business owners) part 2
- Sales
and
marketing
plans are
often
tedious
1. Listen to your potential clients and past leads
potential customers listen to their needs, wants, challenges and frustrations
with your industry. Have they used similar products and services before? What
did they like/dislike? Why did they come to you? What are their objections with
your products or services?
This will help you to develop more tailored products and services, hone your
target market and identify and overcome common objections.
2. Listen to your customers
what they saying about your industry, products and services. What are their
frequently asked questions? Experiences? Frustrations? Feedback and
complaints? This will help you identify key business opportunities to expand
and develop your current products and services.
3. Look at your competitors
What they doing and more importantly not doing? Where are they falling down?
What are they doing right? What makes customers go to them over you?
4. Look at industry trends and insights
Subscribe to industry publications, join relevant associations, set Google alerts
for key industry terms and news and follow other industry experts on social
media. Absorb yourself in your industry and continually educate yourself on the
latest techniques and trends.
Elevator Pitch
(142 wrods at 100-150 words per minute)
“I help small companies make more money
and then make myself obsolete.
“I help small companies make more money
and then make myself obsolete.
Small businesses might not reach their
revenue potential because they don’t have
the time/resources to create a fully
developed sales and marketing strategy.
Small businesses might not reach their
revenue potential because they find it
difficult to find the time/resources to create
a fully developed sales and marketing
strategy.
So I work with them to build high quality,
tailor-made plans that aim at increasing
revenue and sustained growth. I do that by
using a new and different approach,
integrating consulting with coaching
approaches because this leads to a superior
end-product and serves to expand and
deepen the sales and marketing expertise
within in the company. This makes you selfsufficient; i.e. you won’t need external
support any longer – I become obsolete.
Perhaps we could meet and discuss in more
detail what value I can offer to make you
more money – and enable you to become so
good at sales and marketing that you need
no external support. Even small changes –
i.e. fine-tuning – can make a big difference.
So I work with them to build high quality,
tailor-made plans that aim at increasing
revenue and sustained growth. I do that by
using a new and different approach,
integrating consulting with coaching
because this leads to a superior end-product
and serves to expand and deepen the sales
and marketing expertise within in the
company. This makes you self-sufficient; i.e.
you won’t need external support any longer
– I become obsolete.
Perhaps we could meet and discuss what
value I can offer to increase your revenue
and enable you to become so good at sales
and marketing that you need no external
support.
Good questions Brand Identity
Define your brand identity
With a multitude of choices in the market, countless new products being launched each day, and a growing number of media
channels, it is critical that a new business understands where their company fits in the market. This is how you begin to
define your brand identity.
•
What does your company do?
•
What do you stand for?
•
How does this relate to the product or service you are selling?
After you look at your company as a whole, individual products and services should be evaluated as well. In order to avoid
confusion in your positioning, it is critical that the products align with the overarching company’s brand.
Good Questions Advantage/strengths driven by
target market
Determine your competitive advantage
Once you have an understanding of the competition, it is important to determine where your company’s offerings will fit into
the market place relative to your competitors. Your competitive advantage is the defining elements or qualities that
separate
you from the competition. How do you compare to the competition regarding the following factors:
•
Price - Luxury/high end or good value?
•
Customization - Standard or tailored?
•
Customer-service level
•
Innovation
•
Quality
•
Speed of availability
•
Level of customization
Once you have answered these questions individually, compare them to one another. Your competitive advantage may
consist
of one of these elements or a combination, however it should be clear, specific and most importantly it must be consistent.
For example: a product that you want to position as a luxury item, needs to have a higher price point, be placed in higher
end
retail markets and have higher quality packaging.
Biggest Single Most Important Problem
(According to NFIB National Federation of
Independent Businesses)
To fix sales you need a plan – a sales and marketing plan
MY Elevator The
Pitch
– Hook -> Solution
Hook:
•
•
•
•
•
Hook
Problem
Solution (value
prop-ish)
Unique Features
Call to action
“I try to help small companies make more money and make
myself obsolete
The Problem:
“Sometimes small businesses don’t have the time resources
to maximize their revenues with well crafted sales and
marketing strategy fail, struggle, underperform because
of...
The Solution + Unique Feature
So I built tailor-made plans for them that aim at
increasing revenue and sustained growth. I do that by
integrating consulting and coaching approaches. This not
only leads to superior end-product but also serves to
expand and deepen the sales and marketing expertise that
already exists in the company and make them selfsufficient. I.e there is a good chance that the company
won’t need me – I become obsolete.
Call to action:
“Sometimes small businesses don’t have the time resources
to maximize their revenues with well crafted sales and
marketing strategy fail, struggle, underperform because
of...
•
MY Elevator Pitch – Unique Features-> Call to
Action
The Hook:
Hook
•
Problem
•
Solution (value prop-ish)
•
Unique Features
•
“We add the e-magazines metadata
into our recommendation engine,
kind of like Amazon, which brings in
new readers.”
Call-to-action:
•
•
“We’re signing up beta customers now
to play around with the platform and
tell us what they think. Check it out”
[hands out business card]
“I used to sell drugs, which was a tough
instructional/ learning intense business – now I
help small businesses to make more money, be
more successful...grow profits
The Problem:
“Sometimes small business fail, struggle,
underperform because of... Lack of second
perspective which a large company has, i.e. All
the checks and balances, the fact that they have
TEAMs or a whole TEAM in place, so you can
have that simply by renting me...
The Solution:
“NSM is a provider of clear, structured, fundamental
Sales and Marketing
Support,
Mentorship
Coaching,
Planning
Organization
for start-ups and established small businesses to
increase sales/profits”
Elevator Pitch
•
•
•
•
•
Hook
Problem
Solution (value propish)
Unique Features
Call to action
The Hook:
“I buy dead magazines…”
The Problem:
“Paper based magazines are
failing…
The Solution:
“We buy up print magazines
that are failing and reinvent
them on the web as digital
publications. For traditional
small magazine publishers my
company Solid Media provides
an online template called
digipub which repurposes their
print material for online
consumption at lower cost and
opens up their content to a new
crop of advertisers.
Reaching your market
•
•
•
•
•
•
•
Reaching your market
Understanding your target market is the key to effectively
reaching them through marketing channels. All of your
communications should concisely express your competitive
advantage in a way that relates to your target market. This is
your
value proposition. It is the gateway for a customer to
understand what your brand stands for, what they can expect
in dealing
with your company and why they should choose your
company over the competition.
Once you have gone through this exercise, it is important that
you review each element and how it relates to the others.
Remember, marketing is a fluid process and your marketing
plan should be a document that evolves as your company
Elevator Pitch Solution With Details
NSM Value Proposition
Based on 20 years
of experience in
marketing and
sales team
management NSM
uses both coaching
and consulting to
construct/design
tailor-made sales
or marketing
plans roadmaps to
equip you for
sustained long
term sales growth
•
For unique, small, artisan
like or artisan businesses,
such as eyecandy
NSM provides a
unique approach to the
construction of tailor
made marketing and
sales strategies
by integrating
consulting and
coaching to increase
sales, improve resident
marketing expertise
and equip them for
long-term growth.
A value proposition is a
statement of the unique benefits
delivered by your offering to the target
customer
For unique, small, artisan
like or artisan businesses ,
such as eyecandy (with
noticeable need of help)
NSM uses a
combination of
consulting and
coaching to construct
tailor made sales &
marketing strategies
to
- increase revenue
- establish long term
growth
- deepen and expand
resident/existing sales
and marketing
expertise
It describes:
For unique, small, artisan
like or artisan businesses,
such as eyecandy
NSM combines
consulting and
coaching to
•
construct tailor
made marketing
and sales strategies
•
expand resident /
internal marketing
expertise
•
for sustained
revenue growth
and self-sufficiency
autonomy
1. What your product/service is
2. The target customer
3. The value you provide them
NSM Value Proposition 2
NSM aims to
increase revenues
and establish
sustained growth
through the
construction of
tailormade sales
and marketing
strategies, using a
combination of
consulting and
coaching
For unique, small, artisan
like or artisan businesses,
such as eyecandy
NSM applies a unique
approach to the
construction of tailor
made marketing and
sales strategies
by integrating
consulting and
coaching to increase
sales, improve resident
marketing expertise
and equip them for
long-term growth.
For unique, small, artisan
like or artisan businesses ,
such as eyecandy (with
noticeable need of help)
NSM uses a
combination of
consulting and
coaching to construct
tailor made marketing
and sales strategies
increase sales/revenue,
improve solidify
resident/internal
marketing expertise
and equip them for
long-term growth.
It describes:
•
A value proposition is a
statement of the unique benefits
delivered by your offering to the target
customer
For unique, small, artisan
like or artisan businesses,
such as eyecandy
NSM combines
consulting and
coaching to
construct tailor
made sales
marketing
strategies
•
to increase revenues
and
•
establish sustained
growth and
•
expand resident /
internal marketing
expertise
1. What your product/service is
2. The target customer
3. The value you provide them
http://www.marsdd.com/sessions/courseintroduction-finding-and-validating-youridea/
www.sbclearnbusiness.com
NeoGen Sales and Marketing (NSM)
Business Plan
Business Advice, Mentorship, Coaching, Planning, Organizing... For start-ups
and established businesses and u need not be a fortune 500 company...or the
canadian equivalent
Why me...worked in sales and marketing management positions one of the
most demanding industries for over 20 years, successfully enough to retire at
age 54 done thousands of selling discussions, coached several thousands, too.
Value Prop Template
For _____target audience________, __company name_______ has created __product/service
name___that results in ___value 1_________, __value 2____, ____value 3__.
For unique, small, artisan like or artisan businesses, such as
eyecandy
NSM provides a unique approach to the construction of tailor
made marketing and sales strategies
by integrating both consulting and coaching to increase sales,
and improve resident marketing expertise and equip you for longterm growth.
•
Based on 20 years in marketing and sales team management NSM uses both
coaching and consulting to construct/design tailor-made sales or marketing plans
roadmaps for sustained long term sales growth and
NSM Mission
•
Mission
–
–
To empower (select) small
businesses for long term
revenue growth by developing
high-quality tailor-made sales
and marketing strategies and
expanding in-house expertise,
skills and knowledge.
provide high-quality,
streamlined, rigorous,
structured nuts & bolts, backto-basics sales and marketing
support/advice for small scale
start-up and established
business to increase their
sales/profits
Mission:
Mission statements often include the following information:
Aim(s) of the organization The organization's primary
stakeholders: clients/customers, shareholders, congregation,
etc.
How the organization provides value to these stakeholders,
for example by offering specific types of products and/or
services
A declaration of an organization's sole core purpose. A
mission statement answers the question, "Why do we exist?"
According to Bart,[2] the commercial mission statement consists of 3 essential components:
Key market – who is your target client/customer? (generalize if needed)
Contribution – what product or service do you provide to that client?
Distinction – what makes your product or service unique, so that the client would choose you?
Examples of mission statements that clearly include the 3 essential components are:
McDonald's - "To provide the fast food customer food
prepared in the same high-quality manner world-wide that
has consistent taste, serving time, and price in a low-key
décor and friendly atmosphere."[citation needed]
Key Market: The fast food customer world-wide
Contribution: consistent taste and reasonably-priced
food prepared in a high-quality manner
Distinction: delivered consistently (world-wide) in a
low-key décor and friendly atmosphere.
Courtyard by Marriott - "To provide economy and quality
minded travelers with a premier, moderate priced lodging
facility which is consistently perceived as clean, comfortable,
well-maintained, and attractive, staffed by friendly, attentive
and efficient people"[citation needed]
Key Market: economy and quality minded travelers
Contribution: moderate priced lodging
Distinction: consistently perceived as clean,
comfortable, well-maintained, and attractive, staffed
by friendly, attentive and efficient people
A good sales and marketing plan reduces the
risk of failure
Good questions Competition
Evaluate the competition
In order to understand the value that your company and your product or service can bring to customers, you must also
understand the competition. For some companies, this may seem like a fairly simple exercise to identify the key players
selling like products already. Your competition is not limited to similar products or services. Take this process one step
further and consider the need or want that you are fulfilling for your customer.
•
What is your industry?
•
What geographic territory does/will your business service? (Local, provincial, national, North America,
International)
•
Who are the key players in this geographic region?
•
Are there completely different products that fulfill the same need?
•
What percentage of the market do they occupy?
Whether you are in the ideas stage, have recently launched your business or have been in the market for while, it is
important to review your competition on a regular basis. New companies + new solutions may present themslvs at any time.
NSM SWOT Strengths
concentrate on the “so what”, i.e. what does it mean NOT to have a plan
STRENGTHS
•
•
25 years of experience, 20 years management experience,
•
hundreds of business plans written, read or refined
•
Product introductions
•
Worked in small, medium size and large companies
Financial stability
Good Questions Advantage/strengths driven by
target market
Determine your competitive advantage
Once you have an understanding of the competition, it is important to determine where your company’s offerings will fit into
the market place relative to your competitors. Your competitive advantage is the defining elements or qualities that
separate
you from the competition. How do you compare to the competition regarding the following factors:
•
Price - Luxury/high end or good value?
•
Customization - Standard or tailored?
•
Customer-service level
•
Innovation
•
Quality
•
Speed of availability
•
Level of customization
Once you have answered these questions individually, compare them to one another. Your competitive advantage may
consist
of one of these elements or a combination, however it should be clear, specific and most importantly it must be consistent.
For example: a product that you want to position as a luxury item, needs to have a higher price point, be placed in higher
end
retail markets and have higher quality packaging.
“Product” Offering
(So What Are We Selling?)
•
High quality, comprehensive, patient-tailored Medication
Therapy Management (and Chronic Disease Management) from
expert/specialist pharmacists that reduces health care costs for

patients

insurers

employers

government
by optimizing drug therapy outcomes and reducing or
preventing drug related adverse events
Market Potential
•
Based on emergency room visits(1) :
5.4 Million ER visits in Ontario per year,
1 out of 9 due to medications = 600000
•
A study of adults aged 57 through 85 years showed that five or more
prescription medications were used by 29 percent of the overall survey
population and by 36 percent of people aged 75 to 85 years
(1) http://www.auditor.on.ca/en/reports_en/en10/305en10.pdf
Health Care Provider Organizations
•
Non-FHT MDs
•
Walk-in/After-Hours Clinics
•
LTCs (we can assist with expertise)
•
Urgent Care Centres
•
Hospice/palliative Care Centres
•
Nurse Practitioner Clinics
•
LHINs = CCAC (incl. HNHB)
•
Nursing homes organizations…
•
Family Health Teams
•
Emergency room
•
Community health centers
•
Nursing service providers
•
Seniors’ Homes
•
Assisted living homes
Be Small
Be small
–
So, if you’re toying with the idea of launching your own news business – an online magazine, a hyperlocal blog, or a design
agency, then set yourself a challenge of doing it small:
–
force yourself to strip your idea right down to its bare minimum
–
challenge yourself to launch it on less than £100/$150
–
challenge yourself to launch it in less than two weeks
–
challenge yourself to make a profit within two months
–
always ask yourself how you can do things faster, cheaper, more simply
Last year I launched studio .fu, my online video production company on these terms. After I wrote
my idea down I kept reducing it, removing the complexity and convolution. I narrowed my
offering down to just online video and motion graphics. I challenged myself to launch it on less
than £100 (it actually cost me £60) and in less than two weeks (I did it in 5 days). Within two
weeks I had my first gig – which instantly knocked me into profit.
Actions
•
•
Build portfolio online for strategy side by asking peeps to say so and by doing work for them
that justifies it
Work with incubators and other associations that give insight into business
3 Streams
Project
Stream 1
Pilot with “low hanging fruit” customers (incl. expansion of HNHB)
•
Established relationship
•
Basic understanding of needs
•
Access to decision makers
•
High potential for success
Project
Stream 2
Gaining better understanding of Insurer and Employer needs
•
Established relationship
•
Basic understanding of needs
•
Access to decision makers
•
High potential for success
Project
Stream 3
Building awareness and support for the importance and value
of high-quality medication therapy management among
customers
“Low Hanging Fruit”
•
•
•
•
•
Step 1: Identify ‘easy to work with’ customers:
•
Established relationship
•
Basic understanding of needs
•
Access to decision makers
•
High potential for success
Step 2: Develop and present proposal based on Planning Matrix
Step 3: Gain feedback, adjust proposal, gain agreement for
implementation or partial implementation
Step 4: Ask for referral to another LTC,
Step 5: Develop or identify resources for delivering this message
Planning Matrix For “Low Hanging Fruit”
Who is the decision maker?
Nursing Home Director? Attending MD? Board?
•
What do they want or need?
What problem do we need to
solve?
•
•
What do we offer to satisfy
the need and/or solve the
problem?
•
•
•
Benefits of our offering
•
•
Cost effective, simply to implement, high quality, comprehensive medication
therapy management that optimizes medication therapy for each patient.
delivers reduction or prevention of risk of ADRs,
Improved care, improved patient wellness, improved quality of life for patient
Simplified patient management,
Reduced labor and drug costs
Greater family/stakeholder satisfaction, maintained or improved reputation ->
future success
Studies (SMART, IMPACT, others) have shown the benefit of effective
medication management; our own research has shown the same, we have many
success stories of individual patients who benefited from out medication
management interventions,
• Our previous, hands-on experience and proven record
•
Proof points, success stories,
research, clinical evidence
etc.
Demonstrate to patient/ patient family members that the patient is safe, well
taken care of,
Smooth operation, i.e. patient safety (less falls, less ADR), reduced patient
complications , non-complex patients, satisfied patients and family members,
Cost-containment/savings
Understanding Insurers and Employers
(cont’d)
•
•
•
Step 3: Develop and present proposal based on Planning Matrix with
focus on services/capabilities such as:
–
Review of current medication therapy management system
–
Make recommendations for improvements and integration of medication management
services
–
Education of health care providers on Optimal Medication Therapy Management
–
Co-design of customized integrated medication management systems and services
including stakeholder engagement
–
Mentoring and training for pharmacists providing community based medication
management services
–
Consultation about successful integration of pharmacists into interdisciplinary client
care teams
Step 4: Gain feedback, adjust proposal, gain agreement for
implementation or partial implementation
Step 5: Ask for referral/testimonial
Planning Matrix For Insurers and
Employers
Who is the decision maker?
What do they want or need? What
problem do we need to solve?
What do we offer to satisfy the need
and/or solve the problem?
Benefits of our offering
Proof points, success stories,
research, clinical evidence etc.
Building Awareness and Support
Advocates
Website & Web
Strategy
Identify based on:
• Established
relationship
• Basic
understanding of
needs
• Credibility
• Willingness to
work with us
Website featuring
• MediLink mission,
• Services
• Clinical evidence
and benefits
• Cost benefit
analysis FAQs
• Testimonials
• Advocacy
Identify
conferences, etc.
(events) where the
right clients are
present
Identify local and
regional print media
that:
• Have the right
readership
• are willing to offer
space for articles
Develop specific
messages and
resources for them
Website hot-linking
to other relevant
sites
Use display booth,
abstracts, and/or
oral presentations
to create
support/awareness
Develop and place
articles
Develop a
deployment plan
for using advocates
Conferences
Publications, Articles
Summary
•
•
•
•
•
There is a need for better Medication Therapy Management
The business opportunity arising from that need seems to be
substantial
Notable challenges will be to ‘sell’ the value of our ‘product’,
expand in-house expertise and gain traction with
employers/insurers
We have more expertise to do this than anybody else
Implementation of MediLink as a full business needs to be
focussed – let’s NOT dabble
•
Patient Association of Canada
•
Profile
Process-Template for Developing the
Business Plan
External
environment
analysis
SWOT
Business
mission
Internal
environment
analysis
Goal
Formulatio
n
Strategy
Formulatio
n
Tactical
Program
Formulatio
n
Implementation
Feedback
and
control
“Menu” of Interventions
(Examples)
Direct Care
Direct Care
Medication Management Chronic Disease Management
Consulting & Indirect Care
•
•
•
Medication
Reconciliation
Therapeutic
Medication Review
•
Diabetes Management
•
Smoking cessation
Design/development/implement
ation of Medication
Management Systems and Drug
Benefit Packages
• Cost-benefit analyses (on
certain drugs)
• Drug Utilization Reviews
• Meds Check incl. Best
Possible Medication
History (BPMH)
•
• Medication Advocacy
for Patients
•
“Complex” patient review
others
• Education/training re best
practices in prescribing specific
drug therapies such as pain
management, anti-coagulation,
diabetes, etc.
• Rounds
•
•
Drug Information & Drug
Therapy Research
Chart Reviews
Good questions Target Market
Know your target market
With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company.
As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer
relationship, someone who:
•
Benefits from your product
•
Relates to your brand identity
•
Is available in the geographic market you identified
•
Aligns with your competitive advantage (versus the competition)
You should be able to identify 1-3 groups of customers who would be best served by your company; this represents your
target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about
your customer, one single person:
•
What needs/wants does your offering fulfill?
•
How do they find out about this type of product/service?
•
Where do they make their purchases?
•
Who influences their purchases?
•
How do they research?
NSM Selling Discussion
Problem
Many small businesses have not developed a thorough, focussed sales
and marketing strategy which is a consequence of :
• not having time, expertise to build such a strategy
• not understanding the value of such a strategy (and therefore
not dedicating time and resources to do so)
•
don’t use and update an existing plan
•Think of the downsides of a non business plan…such as disorganization
•have sub-optimal revenues or non-sustained revenues because they:
Dis-benefit
Sub-optimal revenues can result in…
Need
Solution
expert in recognizing and addressing underlying familial issues
that block progress—can speed an enterprise through rough
phases, and create a clear path for future success.