Post on 01-Dec-2014
description
If your If your business doesn’t stand f thi for something get lost and get lost and stop wasting p geveryone’s time
The case for building a compelling The case for building a compelling business purpose
Ray Algar, Strategic MarketerO C l i Oxygen Consulting
Leisure Industry Week Conference Leisure Industry Week Conference UK September 2009
You’re going to love or g ghate this presentation
A business that knows why it A business that knows why it exists can seize future opportunities
Some companies take the ppurposeful road – others don’t
No of Failed UK BusinessesNo of Failed UK Businesses
2010 39,000
Estimate
200936,000
200822,600
2008
200716,000
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
??
That’s 1 in 50 UK companies
36 UK restaurants/bars went /bust every week during 2008
No of Failed UK No of Failed UK Private Health Clubs
2009 ?
2007
2008
112
96
2006
132
121
2004
2005
61
132
0 20 40 60 80 100 120 140
2003 68
0 20 40 60 80 100 120 140
?
1 in 45 UK private health clubs failed in 2008
Why do businesses fail?
Management failures
Loss of market
Will these companies be pmissed by customers?
The world never misses mediocre companies
“A lot of company strategies are generic, bland, ambiguous, vague uninteresting and undifferentiated” uninteresting and undifferentiated Professor Dave Rendall
Does the world still need video stores?
or book stores?…or book stores?
traditional estate agents?…traditional estate agents?
or travel agents?…or travel agents?
The web is fundamentally The web is fundamentally disrupting many traditional disrupting many traditional business models
Why this matters
M t JillMeet Jill
Jill is surrounded by choice yin her life
36
37
38
39
Jill often finds the 40choices traumatising
Jill’s problem is that many p yproducts look very similar
Brighton GymGym
Leeds eedsGym
London GGym
42
Something out of the Something out of the ordinary is required to grab ordinary is required to grab Jill’s attention
Meet Rainer SchallerMcFit CEO
46
Growth of McFit Budget Clubs
2009 780,0007222
2008 700,0006931
2007 550,0006180
2006 416 000
,
6118
0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000
416,000
47
Members/Club Members
‘Create a business we can be proud of’
Create a drinks company that Create a drinks company that makes it easy for people to makes it easy for people to be healthy
100% fruit – no compromise100% fruit no compromise
Authentic to the coreAuthentic to the core
10% fit d t d10% profits donated
Loved by customers
Is Innocent Is Innocent flourishing?flourishing?
2 million drinks sold each week
65% UK smoothiemarket share
£100 illi t£100 million turnover
£6 illi fit£6 million profit
From nowhere to the world’s From nowhere to the world s third largest phone maker in g ptwo years
This club h i chain
collected 26 collected 26 tonnes of tonnes of
foodfor young
mothers and babiesbabies
Is this the world’s most Is this the world s most environmentally friendly
64
y yhealth club?
Joe wanted to make Joe wanted to make Gainesville the healthiest place to live in the USA
Customers love these companies
If they closed they would y ybe genuinely missed
Can this be said for the Can this be said for the majority of businesses majority of businesses we experience?
FitFitBodiesBodiesLtdLtd
Who misses medicore companies?
Does the world need a water brand just for dogs?!
Eddie Izzard has just done ja remarkable thing
Is this the world’s first free gym?
So, what ,does your business
stand for?
Stand for something or fall for anything
This company has p ygenerated buzz
The web allows remarkable things to spread rapidly
Wh i R Al ?88
Who is Ray Algar?