A Strategy for Your Business

What Makes A

Successful

Commercial Strategy

Introduction

• Business Vision

• Objectives

• Challenges

• Planning

• Business and Commercial Development Strategy

Always Thinking “Laterally”

To Plan, Create, Motivate and Grow…

Successfully

Make It

Happen!!

Business Vision

Business Strategy

- Is it feasible?

- Is it realistic?

- Is it achievable?

- Is there

commitment?

The Four Keys to Success

Business Planning /

Sales Growth

Delivery of

Services

Resource

Management

Revenue /

Financial

Performance

Business Vision

“To deliver a vision that will increase the ability of your

organisation to implement effective business and

commercial strategies, deliver a revitalised customer

programme experience, achieve financial targets and

drive profitable growth across the business.”

Business Vision

• Visibility / Awareness

• Business Procedures

• Enhanced Solution Portfolio

• Effective Management

• Sharing of skills, resources,

information and best practice

• Planned Growth

• Financial stability

Deliver a Business Strategy…

Increase Profile

Commercial Strategy

Communication

Co-op & Collaboration

Management & Support

Revenue Growth

Objectives

Strategy

Resources

Delivery

Five ‘Key’ Objectives

Support

Communication

Become THE Foremost organisation in your Field, Delivering…

› Targeted, Quality Services

› Alternative Delivery Models

› Online Strategy

› Efficiency Improvements

› Multiple Income Streams

› Cost Benefits – ‘Value for Money’

Challenges

Delivery

Programmes

Four ‘Key’ Challenges

Infrastructure

Create New

Opportunities

Over Achieve

on Targets

Develop a Feasible BusinessStrategy…

› Profile / Exposure / PR

› Resource Utilisation

› Commercial Strategy

› ICT Utilisation

› Programme Delivery

› Service Improvements

› Reduced Costs

Planning

Business Plan

Agreement &

Sign Off

Milestones

Five ‘Key’ Planning Points

Deliver

Goals &

Objectives

Business Strategy

› Financial Targets and Budgets

› Services, Solutions, Tasks

› Resources and Timescales

› ‘On Track’ and Within Budget and Resource Constraints

› Net Profit!

“Delivering Commercial Value...

Efficiently and Effectively”

BusinessStrategy

Business Strategy

“Giving any business the means to get where it needs to go…

doesn’t amount to much if you’re heading in the wrong direction in the

first place.”

How do you measuresuccess?

SWOT AnalysisStrength’s

• The Organisation’s Position

• Leadership Team

• Commitment & Dedication

• Services / Solutions

• Support

• USP’s

Weaknesses

• Communication / Marketing / PR

• Duplication of services / resources / skills

• Deployment of Resources

• Right Skills, Right Place

• Programme / Service Delivery Models

• Positioning

• Recognition in Marketplace

Threats

• Change / Speed of Change

• Apathy

• Indifference

• Internal Politics

• Waste

• Pricing

• Cost of Sales

• Lack of Support

• Lack of Commitment

Opportunities

• New commercial opportunities

• Multiple revenue streams

• Develop closer ties with 3rd Parties

• Integration and collaboration - internally

& externally

• Digital strategy / Self-Service

• Customer Service Programme

• Communication Methodologies

• Online / Social Media

Business Strategy

Any successful strategy entails doing the required ‘homework’ and is about…

• Understanding your Market... – the 'key' to knowing your customers, achieving your strategic outcomes and

delivering quality services that are customer focused and 'Value for Money'.

• Developing your ‘Niche’ and your USP's... – essential to retain that competitive advantage having that ‘edge’ and staying

that one or two steps ahead. If you don't have any... how can you expect to be competitive?

• Finding new markets, driving down costs and eradicating inefficiencies...– more critical than ever in today's increasingly competitive marketplace.

• Developing project plans, implementing programme and 'change' strategies and keeping everything 'on track'...– essential to achieving your business goals - and within the timescales you have

set yourself.

Product Development Strategy

Product Innovation• A clearly articulated and well-communicated product innovation and technology strategy.

Begin with goals and objectives• Clearly defined objectives tied into the broader business goals.

Define areas of focus for product development efforts• Where do you want to approach the market? Niche sectors? USP’s?

Develop ‘Attack’ and ‘Early Entry’ (Quick Win) strategies• How to approach the market? Each product or service may require a different approach.

Make good deployment decisions• Budget commitments, resource commitments, identify priorities

Develop the Strategic Product Roadmap• How are you going to get to where you want to go?

‘Quick Wins’ Strategy

• Identifying 2 or 3 prospective ‘New’ customers– Focus on their specific need – Can be fulfilled with a ‘short term’ resolution – The business has the ability (to implement and deliver)

• ‘Quick wins’ will deliver:– Acceptance by stakeholders– Early revenue– Credibility in the market– Leverage for further ‘on sales’

• Helps to define a longer term product / service strategy

What is Marketing?

Central to marketing is.. “An understanding of what customers need and what they value”.

• It’s about learning your customers' needs, and how (through marketing activities) you can ‘Add Value’ to the whole process and your customer’s business in return..

• Which then paves the way for you to build a successful businessin the longer term.

What do customers buy?

“Customers do not buy what you sell.

They ‘buy’ what has value to them or their business.”

What is a Marketing Strategy?

• A marketing strategy is finding out:

– who your audience actually is

– what has meaning for them

– what they care about, and how this relates to your offer

– what your message should be that is both true.. and meets your customer squarely at the level of their needs

• Why does a marketing strategy matter?

– Because it saves you money!

The Seven ‘P’s of Marketing

Once you've developed your marketing strategy, there is a "Seven ‘P’ Formula" you should use to initially evaluate and then continually re-evaluate your business activities:

• Product• Price• Promotion• Place• Physical Evidence (Packaging)• Process (Positioning)• People

Commercial Strategy…

The overall success of any commercial business strategy entails reviewing the realistic market potential for that business..

Customer

ServicesSales

Strategy

Market

Stimulation

Market

PlanningMarket

AwarenessMarket

Assessment

MarketOpportunity

Business Plan

• Do you have a business plan that covers the next year or three years?

– Remembering of course that it’s hard enough to plan for the next 12 months alone.

• Planning for 3 years out will always remain speculative in an ever changing market.

• The key is flexibility - and the ability to change tack quickly, efficiently, ethically and professionally in order to adapt to changing market conditions.

e-Business Strategy

• Focus should be on your website and social media – How will all of this be benchmarked?

• A website is your ‘shop window’, your silent salesperson – 24/7– What products / services can be sold digitally?

• Social Media – (Facebook, Twitter, LinkedIn, YouTube & Others)– Do you have the skills required to manage and test such campaigns?

• What makes or will make your business different?

• What will make your business stand out from the competition?

• Competitive organisations– What are they offering online?

– Are you competing for much of the same business?

Social Media Marketing

• Engage with Businesses and Customers..– Build Brand Recognition– Improve Brand Loyalty– More Opportunities to

Convert– Higher Conversion Rates– Increased Traffic– Lower Marketing Costs– Improved SEO Rankings– Customer Experience– Improved Customer

Insights

Social Media Marketing

• Apprehensive about starting?

• Remember…– Your competition is already

involved– The sooner you start – the

sooner you reap the benefits

– The cost to implement is small

– Potential losses are insignificant – You don’t have anything to lose!

What’s really important?

• Always.. get beyond what customers tell you they would LIKE to have, and MUST have..

• Find out what they NEED to have, and WHY..

• People buy Value.. and then Quality, Features, Functionality, Benefits, Availability & Service

• And remember… People buy from People

• People do NOT buy on Price.. That’s what you negotiate with..

USP’s – What will they be?

Do you know this marketplace?

Who are your competitors?

Can you be competitive?

What will it cost you to be competitive?

What makes your products, solution or services unique?

Do you have sufficient resources… and the right skill sets?

What differentiates you from the competition?

Why should customers buy from you, as opposed to elsewhere?

What will set you apart?

How will you maintain your competitive advantage?

What will it take for you to be profitable and successful?

How long will it take?

Product / Solution/ Service

Commercial Strategy…

Customer

ServicesSales

Strategy

Market

Stimulation

Market

PlanningMarket

AwarenessMarket

Assessment

MarketOpportunity

Solution

Strategy

Infrast

Resource

Products

Success

Go /

No-Go?

Marketing

Media

Materials

Pricing

Budgets

Resources

Training

Go /

No-Go?

Mktg. Plan

Awareness

Opps.

Suspects

Business

Case

Features

Benefits

Sales

Strategy

Prospects

A/C Plans

Resources

Performance

Reviews

F/Cast

Resources

Reqs.

Packaging

Cust Svcs

Support

A/C Mgmt.

Case Studies

User Forums

Objectives

Size

Profile

Revenue

Solutions

Drivers

Early Opp.

Go /

No-Go?

Vision

Audit

Potential

Comp

Barriers

Financial

Risks

Commitment

Continue

Go /

No-Go?

Quality of

Service and

Dedicated

Support

Providing a more efficient,

more effective response..

Delivering comprehensive

support services, whenever &

wherever required

Customer Service is not just one Department

It’s everyone’s job..

Ensuring that everyone -

whatever their role - is focused

on achieving the right outcomes,

first time, for your customers

What’s really important?

• Do what you’re GOOD at.. Don’t do what you’re NOT GOOD at..

• Don’t try to be something that you’re NOT..

• You have to earn RESPECT to be in your market..

• Think.. Act.. and Be BETTER than the competition..

• Do your Due Diligence..

Initial Tasks

• SWOT Analysis

• Clarify existing and potential revenue streams

• Agree objectives for moving forward

• Build business relationships – internally & externally

• Agree both commercialisation and business development strategies

• Identify business opportunities – (Quick Wins)

• Assess infrastructure, resources, skills, services

• Assess current outstanding problems and issues• Work to identify resolution or action as required

• Identify priorities and ways to achieve them

• Assess criteria for developing a strong network, improving communications and sharing best practice

Success rarely happens by chance, it comes from…

Vision &

Planning

Business

Sponsorship

Commitment

Successful

Implementation

of

‘The Strategy’

The ‘Key’ to Success

A Strategy For Your Business