'Helping Your Business Grow' Breakfast: Trafford - Full presentation
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Business Growth Breakfast Trafford Tuesday 25 July 2017
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Transcript of 'Helping Your Business Grow' Breakfast: Trafford - Full presentation
Business Growth Breakfast
Trafford
Tuesday 25 July 2017
Welcome and introductions
Tony Ward
Business Growth Advisor - Trafford
Business Growth Hub
Agenda
08:35 – Update from Trafford Council, Damien Cutting, Senior Strategic Growth Officer, Trafford Council
08:45 – Guest speaker, Jaan Scott, Co-Founder, Matchbox Associates Limited
09:10 – Mike Connor, International Trade Advisor, Department for International Trade
09:15 – Northern Powerhouse Investment Fund, Mark Gibbons, Senior Loan Manager,
Business Finance Solutions
09:20 – Closing remarks, Tony Ward, Business Growth Hub
09:30 – Networking and refreshments
10:30 – Event close
Housekeeping
• Fire procedure
• Phones on silent
• WiFi
• Login:
• Password:
• Twitter:
• @bizgrowthhub
• #BGHEvents
• Feedback forms on chairs
Trafford – First For Business
Trafford - First For Business
Trafford – First For Business
25th July 2017
Damien Cutting
Senior Strategic Growth Officer
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Trafford Council’s Strategic Growth
Service
Trafford – First For Business
• Town Centres – Town Centre Loan Scheme, Vacancy Rates,
Regeneration
• Employment and Skills – Trafford Pledge, Apprenticeships, Careers Fairs
• Housing Growth – proactively engaging developers
• Masterplanning and Major Developments – Greater Manchester Spatial
Framework (GMSF), Housing, Employment
• Business Support – working closely with businesses
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Role of the ServiceStrategic Growth Service set up in November 2012 following review of Council’s economic development function – to attract investment and to create new jobs
Trafford – First For Business
Trafford’s Economy
Source: ONS
Trafford – First For Business
Trafford Council has a proactive approach to supporting businesses and will work closely with you to access the advice and support you need including:
• Adopting a partnership approach – local business, Growth Hub,
developers
• Inward Investment - MIDAS
• Business Growth Requirements – Business Relationship Programme
• Access to Funding – Trafford Business Loan Find, Access to Finance
• Land and Property Requirements – Property Search, expansion
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Business Support
Trafford – First For Business
New Website:
www.investintrafford.com
Twitter:
@traffordbiz
Business Bulletin:
Produced monthly
Email addresses:
1 0
Contact Information
Guest SpeakerJaan Scott
Co-Founder
Matchbox Associates Limited
Sales & Marketing Strategy
Matchbox Associates
Sales & Marketing
Agenda
• Background and context• Sales Strategy• Marketing Strategy• Strategy implementation• Assistance
Facts & Figures
UK SME’s
• Why should SME’s concern themselves with spending time on creating Sales Strategies
Facts & Figures
UK SME’s
• We are the heart of the economy and of any future viable economy.
Facts & Figures
UK SME’s
• there are 5.5 million small and medium-sized firms in the UK (99.9%), employing some 15.7 million people(National Federation of Self Employed & Small Businesses Ltd., 2017)
Facts & Figures
UK SME’s
• Yet of these firms, perhaps only 10 % are doing well, while another 30 % are in real difficulties.
Facts & Figures
UK SME’s
• That leaves some 60 % surviving
Facts & Figures
gazelles
• the companies that grow turnover by 20% for three consecutive years, are much talked about they are in fact a rare species: they are responsible for most of SME growth but they amount to only 2% to 4% of SMEs.
Facts & Figures
GM SME’s
• Of new start ups, some 70% last less than five years.
Facts & Figures
UK Scale-Ups
• Analysis conducted by Deloitte and Nesta shows - if we help to create in the UK just 1 per cent more scale-ups, 150,000 net new jobs could be in place by 2034 and an additional £225bn towards UK GDP could be spread equally throughout the country.
Business Strategy
UK SME’s
• research from Barclays reveals that one in four small businesses (23%) don’t have any strategy in place to support their business growth.(Barclays Bank 2015)
Business Strategy
• When you first take a look at the components of a full strategy programme it can often seem daunting.
Business Strategy
Matchbox Approach
• Less complexity more relevant to SME’s
Business Strategy
Key Stages
• Strategy Staircase
• Start by recognising the link between each stage of the process
Shareholder desire
Mission, vision, values
Goals
Objectives
Critical Success factors
KPI’s
Metrics
Measurement
I. Dream
Mission, vision, values
Goals
Objectives
Critical Success factors
KPI’s
Metrics
Measurement BMI
Calories, Hrs Training
Control Body Weight
Podium
Enter 2018 London Marathon
Top UK marathon runner
Represent GB at Marathon
Nutrition, Exercise
Business Strategy
Key Elements
• The sales strategy forms a key part of our overall business strategy
Business Strategy
Encourage engagement
• It’s important to get your teams behind the process as early as possible. Use simple exercises to generate content
Current Year 5
Turnover £’s
N Profit %
Employees
Tech / Service
MVV or VP
Year 1 Year 2 Year 3 Year 4 Year 5
Turnover £’s
N Profit %
Employees
Tech / Service
MVV or VP
Sector Opportunity Challenge
Industrial
Potential to double turnover
New Client Target 15 + by 2020
+ 5 clients 2017
+ 5 clients 2018
+ 5 clients 2019
Become thought leaders in the sector
Double existing client numbers
How to penetrate the competitor supply
position
Sector Critical Success Factors KPI’s
Industrial
Market Visibility
Strong Customer Relationships
Affordable
Memberships of relevant trade bodies
Website / PR / Social Media
Publications
Events / Trade Shows
Service delivery OTIF
Competitive prices in line with value
Sector KPI’s Metrics
Industrial
Memberships of relevant trade bodies
Website / PR / Social Media
Publications
Events / Trade Shows
Service delivery OTIF
Value
Subscription
SEO google analytics
Editorials
Attendance
Achieve 95%+
0 Returns, free technical support, 24 hr
service
Sales Strategy
common mistakes
• Don’t build your business on yesterday’s news• Failure is often an inability to truly embrace change. Kodak created
a digital camera, invested in the technology, and even understood that photos would be shared online. Where they failed was in realising that online photo sharing was the new business, not just a way to expand the printing business.
Sales Strategy
• From our experience of working with SMEs, there are a few essential steps to a successful sales strategy whether you are just starting out or looking to improve on historical performance.
Sales Strategy
Key Building Blocks
• A clear business goal and underlying sales growth objectives • A deep understanding of the target customer group • A powerful value proposition • Understand competitive advantage • A clear route to market • A well-defined sales process, solid execution and excellent customer service • Availability of resources, skills and capabilities • A robust sales management practice
Business Strategy
Sales & Marketing
• For the sales strategy to be effective it must be linked to relevant and actionable marketing.
Business Strategy
Marketing
• In order for a business to build a great marketing strategy you must be able to comprehensively answer and respond to the following;
Marketing Strategy
Marketing
• What is the unmet need your product or service is looking to fill
• How will your market become aware of your business & come to trust that you have the answers
• What is the value of this product or service to the buyer
• What does an ideal customer look like
• When and where are your customers most ready to buy your product or service
• Describe the perfect customer experience
• What behaviours and preferences do your target buyers (decision makers) have.
• What marketing channels work best with your target customers
Business Strategy
Recognised tools
• We use recognised tools and business models combined with our own extensive knowledge and experience to assist clients in building robust strategy plans
Value proposition canvas
designed by Strategyzer
Prospect
Lead
MQL
SQL
Pipeline
Won
Top of
the funnelMarketing's responsibility
Middle of the
funnelShared marketing & sales
responsibility
Bottom of the
funnelSales’s responsibility
10 common B2B marketing strategies recognised as successful regardless of industry
• Growth hacking• Referral programmes• Earning Media & PR• Networking • SEM• Retargeting• SMM• SEO• Content Marketing• Inbound Marketing
• Cause Marketing • Direct Selling• Co-branding and Affinity Marketing• Earned Media/ PR• POP• Internet Marketing• Paid Media Advertising• Word of Mouth• Social Networks & Viral Marketing• Storytelling
10 common B2C marketing strategies recognised as successful regardless of industry
Marketing Strategy
Feedback
• It will be important to get external feedback from the market / customers / target audience from time to time. This will ensure the quality of your marketing content
Sales & Marketing
Integration Benefits
• Decrease in sales and marketing costs, increase in annual revenue growth, productivity improvement, increased business knowledge and awareness, improved customer retention, better customer conversion rate
Business Strategy
Implementation
• A critical part of achieving successful business growth is implementation of your strategy. If your plans sit on a shelf or you don’t know how or what to monitor, your progress will undoubtedly suffer.
Business Strategy
Implementation
Thomas Edison once said:
“Vision without execution is hallucination.”
Business Strategy
Implementation
• In today’s rapidly changing business environment, it isn’t enough for business leaders to envision the future, we need to take the necessary steps to ensure our sales organisations execute that vision with customers.
Business Strategy
Be Ambitious
• To grow, management must make a commitment to ambitious growth targets, and then develop plans and actions to find ways to achieve them
• Stakeholders, and especially investors, should test this commitment by regularly discussing the growth ambition
Business Strategy
Learn from past
• The right lessons from Kodak are subtle. Companies often see the disruptive forces affecting their industry. They frequently divert sufficient resources to participate in emerging markets. Their failure is usually an inability to truly embrace the change.
Matchbox Associates
Seek Assistance
• Participate in a fully funded Sales & Marketing Strategy workshop• Owners and senior management can participate in a fully funded
Executive Development Programme• Assistance with business growth challenges • Offer a broad range of services from business training to team and
personal coaching ; covering topics from, How to get more business for my company to improving personal effectiveness
Matchbox Associates
Thankyou
www.matchboxassociates.co.ukBusiness Consultancy, Coaching & Training
Executive Development ProgrammeGrant funded local programmes
Mentoring
Jaan Scott – 07580 145247 [email protected] Warren – 07944 536284 [email protected]
Mike Connor
International Trade Advisor
Department for International Trade
Department for International
Trade – North West
Topics to cover
• Who are DIT NW?
• Why should companies export?
• How can we help your business in the UK and overseas?
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About Us
What we do
We are responsible for promoting Exporting is GREAT in the North West, working with
partners to ensure our clients take advantage of the huge opportunities open to UK
businesses overseas.
Responsibilities
• Deliver international trade services across the North West under contract to DIT,
European Commission and DCLG.
• Providing one-to-one support to help NW businesses take their first step into the
Exporting world.
• Encourage current Exporters to expand into new markets to diversify and grow their
business.
• Delivery of a range of masterclass activity held throughout the North West on key
international trade topics.
Firms who export are 34% more productive in the first year
Source: PIMS Annual Report, DIT (2013); Harris and Li (2007)
Exporters achieve 59% faster productivity growth
A company is 11% more likely to survive if they do business overseas
79% of companies achieved fuller utilisation of their existing capacity through exporting
73% of companies increased the lifespan of their products through exporting
Why export?
Our global network
• Over 2,400 staff worldwide
• 1,300 staff bases in British Embassies & Consulates
• 400 advisers and support staff throughout the UK
• 30 International Trade Advisers in across the North West
Impartial advice & strategic support
• Strategic business advice for first time and experienced exporters
• Market information and research
• Assistance in identifying partner and potential customers
• Promote company products and services
• Support to visit overseas markets
• Support whilst in overseas markets
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Key facts
In the North West, our International Trade team supported over 8,000
organisations, resulting in over £122m additional business last year.
• For every £1 that DIT spends, £22 is generated for the UK economy
• DIT’s estimated total financial benefit to businesses across all trade
services was around £6 billion last year, up from £5 billion the previous
year
• This additional profit has helped generate more than 126,000 jobs in the
UK
• Over 3,000 companies increased R&D activity in the UK as a result of DIT
support
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DIT services in the UK
• First Steps to Export Programme – support for novice exporters
• Tailored export guidance & support via an experienced International Trade Adviser
• Export Savvy – online tool for new, novice and experienced exporters
• Language & Culture
• e-Exporting programme – Digital Adviser
• UK Export Finance & Insurance
• DIT Website – www.great.gov.uk
www.great.gov.uk
DIT services overseas
• Overseas Market Introduction Service (OMIS) & OBNI network - tailored
research
• Business Opportunities and High Value Opportunities
• In-market advice and support from Commercial Officers
• Market & Cultural information guides
• Market Visits and Exhibition support
• Tradeshow Access Programme
• Market Focused events and webinars
Key facts
• Talk to us
• Do your homework
• Test the market before investing
• Take a long-term view
• Identify your USP
• Invest in building the relationship
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Northern Powerhouse
Investment Fund
Mark Gibbons
Senior Loan Manager
Business Finance Solutions
Closing remarks
Tony Ward
Business Growth Hub
The Hub
Digital & Technology
Operational Efficiency
Leadership & Mentoring
Innovation
Starting a Business
Sustainability
Accessing Finance
People, Skills & Talent
Business Strategy
New Markets & Export
Ou
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ssO
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Serv
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The Hub
Digital & Technology
Operational Efficiency
Leadership & Mentoring
Innovation
Starting a Business
Sustainability
Accessing Finance
People, Skills & Talent
Business Strategy
New Markets & Export
Ou
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roce
ssO
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Serv
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Your local support - Trafford
Tony Ward
Business Growth Advisor - Trafford
07714 767412
No Breakfast or Lunch events in August
Tuesday 12 September – Wigan Breakfast
Thursday 21 September – Bolton Lunch
Venturefest Manchester, Bridgewater Hall, 14/9/2017
• The region’s biggest annual innovation event
• An opportunity for:
• entrepreneurs to meet the investors who’ll fund their
innovative ideas
• academics and local entrepreneurs to connect
• businesses to get the support they need from the Hub
• Book now at venturefestmanchester.com
• Get involved on social media: #venturefestMCR
Please leave your feedback
Please take a couple of minutes before the
networking to complete the feedback form and
return it to the Hub staff
