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“Look at the great fallen icons of our industry, IBM, Sears, General Motors. Why? Because from a position of unrivalled strength they did not see the necessity of change” (Jack Welch)
“The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.” (Michelangelo)
Economic logic
Staging
Arenas
Vehicles
Differentiators
Hvor skal vi være aktive? (og med hvor stor vægt)
Hvordan kommer vi i mål?
Hvordan vinder vi?
Hvordan tjener vi penge?
Hvor hurtigt og i hvilken rækkefølge skal vi bevæge os?
17
BASE CAMP
CAMP 1
CAMP 2
CAMP 3
1ST ASCENT
2ND ASCENT
3RD ASCENT
SUMMMIT
1. Aspirations
2. Situation
3. Objectives & goals
4. Actions
Economic logic
Staging
Arenas
Vehicles
Differentiators
Hvor skal vi være aktive? (og med hvor stor vægt) - Hvilke produktkategorier - Hvilke markedssegmenter - Hvilke kerneteknologier - Hvilke værdiskabene stadier
Hvordan kommer vi i mål? - Intern udvikling - Joint ventures - Licenser / franchise - Opkøb
Hvordan vinder vi? - Image / Branding - Tilpasning - Pris - Produkt kvalitet
Hvordan tjener vi penge? - Laveste kostpris igennem stordrift - Laveste kostpris igennem gentagelse - Premium pris igennem unik service - Premium pris igennem unik produkt karakter
Hvor hurtigt og i hvilken rækkefølge skal vi bevæge os? - Hastighed af ekspandering - Hvornår gør vi hvad
“En forretningsmodel beskriver rationalet bag, hvordan en
organisation skaber, leverer og fastholder værdi”
!Uddrag fra: Alexander Osterwalder, Yves Pigneur. “Business Model Generation.” iBooks. https://itunes.apple.com/WebObjects/
MZStore.woa/wa/viewBook?id=619250611
PARTNERE''LOKALE'UDD.'INSTITUTIONER''SET''STEP1''LOKALT'ERHVERV''REGIONALT'ERHVERV''AAU'OG'AU''ENERGIHUSET'+PUNKTET((MENTORER'RÅDGIVERE'VEJLEDERE'
AKTIVITETER''VEJLEDNING/RÅDGIVNING/SPARRING.''EVENTS:'HACKATHONS,'FOREDRAG,'PITCHING,'KONKURRENCER,'INNOVATIONS'WORKSHOPS,'BIZZ'UP.''SOMMERSKOLE,'IVÆRKSÆTTERSKOLE.'''
VÆRDIFAKTORER''ET'INSPIRERENDE'MILJØ'HVOR'UNGE'NEMT'KAN'NAVIGERE'OG'UDVIKLE'DERES'EVNER'SOM'IVÆRKSÆTTERER'VIA'PLADS,'SPARRING,'RÅDGIVNING'OG'VEJLEDNING'I'TÆT'SAMARBEJDE'MED'ERHVERVSLIVET.'''A PLADS'OG'MILJØ'A NEM'NAVIGATION'A SPARRING'A RÅDGIVNING'A VEJLEDNING'A ERHVERVSA
EKSPORNERING'
'
KUNDEARELATIONER'
'ET'INSPIRERENDE'OG'LEVENDE'STED'AT'VÆRE.'''VEJLEDNING,'SPARRING,'RÅDGIVNING.'''NYHEDER,'DIGITALE'MEDIER,'EVENTS.''
KUNDEA'SEGMENTER'
'STUDERENDE+ELEVER'PÅ'GYNMASIELLE'OG'KORTERE'VIDERGÅENDE'UDDANNELSER.'''LOKALT'OG'REGIONALT'ERHVERV.'''ALLE'UNGE'POTENTIELLE'IVÆRKSÆTTERE.'''TYPISK(PROFIL:(EN(UNG(UNDER(UDDANNELSE(SOM(HAR(INTERESSE(FOR(IVÆRKSÆTTERI.(((TYPISK(PROFIL,(ERHVERV:(EN(VIRKSOMHED(SOM(ØNKSER(ALTERNATIVE(LØSNINGSFORLSAG(TIL(PROBMLESTILLINGER.((
OMKOSTNINGER''EN'ADMINISTRATOR'BYGNINGSVEDLIGEHOLD'RENGØRING,'VAND,'EL,'VARME'ANLÆG:'KONTOR,'MASKINER'(?)''VARIERER'MED'INDTÆGTER:'VEJLEDERE,'UNDERVISERE,'RÅDGIVERE'ETC.''
INDTÆGTER''HACKS,'FOREDRAG,'SOMMERSKOLE,'KONKURRENCER,'ÅBENT'VÆRKSTED,'3D'PROTOTYPE'FREMSTILLING,'WORKSHOPS,''HUSLEJE'FOR'KONTORPLADSER'STEP1,'PHD,'IVÆRKSÆTTERE'MATCHMAKING,''DISPLAY'FEE'(REKLAME'FOR'VIRKSOMHEDER,'RÅDGIVERE'ETC.)''BDE'FOLØB'(?)'/'STØTTE'FRA'STATEN.''
KANALER''EGNE'KANALER:'UDD.'INSTITUTIONER,'NETTET',DIGITALE'MEDIER.'''EKSTERNE:'SET,'GYMNASIELLE'OG'KORTERE'VID.'UDD.,''LOKALT/REGIONALT'ERHVERV.''
RESSOURCER''ET'STÆRKT'NETVÆRK'AF'PARTNERE'='TRAFIK.'''EN'AKTIV'BESTYRELSE.''EN'MARKEDSORIENTERET'ADMINISTRATOR.'''VARIABEL'UNDERAVISNINGSSTYRKE.'''
17
BASE CAMP
CAMP 1
CAMP 2
CAMP 3
1ST ASCENT
2ND ASCENT
3RD ASCENT
SUMMMIT
1. Aspirations
2. Situation
3. Objectives & goals
4. Actions
Tell me and I'll forget; show me and I may remember; involve
me and I'll understand !
Old Chinese Proverb
22
1. Defining the aspirations Business / financials
External
Internal
Market share of XX%
Profit margin of XX%
Consumers’ preferred brand within innovation and
comfort footwear
The preferred partner of shoe retailers
Net revenue of XX
Average price per pair
XX ECCO shops / XX ECCO SIS
The most professional and efficient retail and wholesale
operation in the business
Highly motivated and skilled sales people
Processes and systems that make work easy
for our sales reps
The best sales managers in the business
23
Business / financials
External
Internal
2. Assessing the situation
Competitors Channels & Customers
Financials
Markets & Consumers
Products & Marketing Retail Wholesale Customer
Service & Logistics
24
3. Defining the objectives & goals Products & Marketing
Retail
Wholesale
Customer Service & Logistics
Organisation
2007
2008
2009 Aspirations
Growing distribution Net rev. of EUR XXm
Average price EUR XX XX ECCO Shops / SIS
Profit margin XX% Customer sat.: 4.8
…
Driving sales Net rev. of EUR XXm
Average price EUR XX XX ECCO Shops / SIS
Profit margin XX% Customer sat.: 4.6
…
Getting the basics right Net rev. of EUR XXm
Average price EUR XX XX ECCO Shops / SIS
Profit margin XX% Customer sat.: 4.4
…
?
?
?
?
?
? ?
?
?
?
? ? ?
?
?
25
4. Defining an integrated action plan
2007
2008
2009
Redeploy sales reps
Drive blitzes (clinic + day event + joint marketing)
Drive distribution shop growth in identified cities
Improving fill rate
Improving on time delivery
Drive upgrade of shops
Drive trend products within men�s and ladies incl. national campaigns
Roll out WMS wave 1
Drive performance and outdoor incl. national campaigns
Roll out WMS wave 2
Roll out WMS wave 3
Drive upgrade of SIS
Aspirations
Growing distribution Net rev. of EUR XXm
Average price EUR XX XX ECCO Shops / SIS
Profit margin XX% Customer sat.: 4.8
…
Driving sales Net rev. of EUR XXm
Average price EUR XX XX ECCO Shops / SIS
Profit margin XX% Customer sat.: 4.6
…
Getting the basics right Net rev. of EUR XXm
Average price EUR XX XX ECCO Shops / SIS
Profit margin XX% Customer sat.: 4.4
…
Products & Marketing
Retail
Wholesale
Customer Service & Logistics
Organisation
Strengthen recruitment process
MÅLSÆTNING
Raise your ambition...!AT#6,#I#WANTED#TO#BE#
A#COOK##
AT#7,#I#WANTED#TO#BE#NAPOLEON#
#SINCE#THEN,##
MY#AMBTION#HAS#GROWN#STEADILY!#
Salvador(Dali,(1904(0(1989(
Landing a man on the moon and return him safely to the earth by the end of the decade
!JFK
Målsætning*og*mål*verificering*(1*of*2)*
Indefra Udefra
Fra toppen Fremskrivning af salg Estimeret markedsstørrelse x ønsket markedsandel
Fra bunden Salg pr. sælger x antal af sælgere
Estimeret sag pr. kunde / kundesegment
Målsætning*og*mål*verificering*(2*of*2)*
-50
50
150
250
350
0
50.000
100.000
150.000
200.000
Faktisk 2012 Faktisk 2013 Estimat 2014 Budget 2015 Forventet 2016 Forventet 2017
Netto omsætning (fra bunden pr kunde) Netto omsætning (fra bunden pr sælger)
Netto omsætnintg (fra toppen (extrapolation) Markedsstørrelse index (extrapolation)
NPS - Net Promoter Score
Plans are only good intentions unless they immediately degenerate into hard work
!Peter Drucker
A4 Action plan
Beskrivelse: Overskrift Ejer Deadline Est. kost
Forventet resultat / effekt hvis ikke implementeret Afhængigheder
Aktiviteter (taktiker) Ansvarlig Deadline Estimeret omk.
The elevator pitch is your best ammunition to start interesting conversations
HOOK! Establish interest
Open your pitch by getting the attention. A statement that grabs the interest of the other person to want to hear more. State the aspirations – the HOOK – in a way that catches the other person’s interest. Keep it short, simple and honest!
EXCITE Explain the benefits
Create excitement by activating the other person’s feelings. Explain the benefits: • What is in it for the customer? • What is in it for HandiGood? • What is it for me as an employee? Be very specific about the value proposition to the other person! Engage the other person by asking questions: • How does this sound to you? • How do you see these opportunities?
ASSURE Outline the plan
Provide credibility for the plan. Give the other person confidence that the aspirations, objectives and goals are achievable.
Explain: • Which strategies (and tactics) will help us realize the aspirations,
objectives and goals? How are we going to realize these strategies (and tactics)?
CLOSE Make it real
Close the pitch by stating when the first initiatives will start – seeing is believing.
The$hook$must$be$a$statement$which$ac/vates$the$other$persons$curiosity$
Explain$the$benefits$to$create$excitement.$Make$it$specific$and$relevant$to$the$person$you$are$speaking$to$
Close$the$pitch$by$specifying$dates$for$the$
ini/al$ac/vi/es$to$happen$$
Make$the$other$person$believe$that$this$can$
actually$happen$and$you$know$what$needs$doing$
Digital Strategi
Der var engang hvor ‘’digital’’ var et rum. Nu, meget senere med fødslen af internettet er det digitale blevet en markedsføringskanal præcis som tv, radio og print.
Den digitale strategi - et overblik
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Prioriter din indsats
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Informed choices !
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