Session 4 earning money
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Transcript of Session 4 earning money
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Looking Beyond Trusts
Earning Money
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Session 4:
• What do you have to sell?
• Developing USP’s
• Finding customers
• Developing new products
• Pricing
• Developing the commercial mindset
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What do you have to …. ?
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The future will be increasingly about using your knowledge,
skills and experience to to find new and interesting solutions to
the problems faced by your beneficiaries AND YOUR
PARTNERS. It will not be about funding your services
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What do you have to sell?
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How it works
• £18,000
• 150 customers
• £120 per year
• The ‘Aladdin’s Cave Model
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USP’s
Toyota Prius
Porsche 911Smart
Honda
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USP’s
Service
AchievementsCulture
People
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Igor Ansoff
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Ansoff’s Matrix
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Existing products New products
Exi
stin
g m
arke
tsN
ew m
arke
tsMarket Penetration
Product Development
Market Development
Diversification
Home delivery rock records
Virgin Megastores
Virgin Classic
Virgin Recording Studios, Virgin
Coke, Virgin Vodka, Mates
Condoms, Virgin Trains, Virgin
Fuels, Virgin Cosmetics, Virgin
Galactic
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m b a
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m b a
Existing products New products
Exi
stin
g m
arke
tsN
ew m
arke
tsMarket Penetration
Product Development
Market Development
Diversification
Lunch clubs
Residential Care.
Leisure and Learning.
I.T. Classes
Pre-retirement
Public cafe
THEY’VE NEVER GONE HERE!!
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Time
Ret
urn
Childhood Youth Maturity Decline
The Product Life Cycle
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Time
Gro
wth
Childhood Youth Maturity Decliine
The Product Life Cycle
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Market growth
(Cash usage)
Market share
(Cash generation)High
High
Low
Low
STAR
CASH COW DOG
Problem Children
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Market growth
(Cash usage)
Market share
(Cash generation)High
High
Low
Low
STAR
CASH COW DOG
QUESTION MARK
Community Council of Berkshire
Infrastructural support
Infrastructural support (CVS competition)
Climate ChangeBME Work
Travellers/
Refugees Trustee belief
But reality is …
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Do ‘a Boston’ on your own organisation
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Co-ordinator
Young Persons Project
Older Person’s Visiting Project
Learning Disability Education
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£30,000
£20,000 £20,000 £20,000
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Young Persons Project £30,000
Older Person’s Visiting Project
£30,000
Learning Disability Education
£30,000
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Price is not just about front end cost, but also:
Back end cost
and more importantly
Value to the buyer
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How much for• A 100 gram jar of Beluga Caviar?
• £400
• The world’s most expensive street legal car?
• Bugatti Veyron $1,700,000.
• Most expensive curry
• £2,000
• How much to join MBA’s Knowledge Bank Membership
• Free (but priceless).
• Bottle Blue Nun with Gold Flakes
• £7.99
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Success in selling this is
directly linked to, and depends
upon, ‘so what?’
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Get the Mindset
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Who?