Embed Size (px)
DESCRIPTION
A process to prepare for a successful 2015 by reviewing your business performance and making a detailed plan for business change in 2015
Citation preview
4-Hour Business Re-Visioning:Planning for Success in 2015
Tom PencekService for Profit LLC
Plan for Your Success in 4 – 1 Hr. Sessions
Here’s what you’ll need: 4 -1 hr. blocks of time
Pad or whiteboard
Calculator
Data on this year’s sales and revenue
How much will you earn in 2014?
Where did your revenue come from?
Step One: Taking Stock
Step One: Taking Stock
Where did your expenses go? Categories; direct or indirect expenses?
Expect any change in 2015? In your business? Your customer base? Your costs?
Step One: Taking Stock
Do a SWOT Analysis to identify possible changes StrengthsWeaknesses Opportunities Threats
Step 2: Positioning and Segmentation
Who do you sell to?
Growth = ΔUnits + ΔCustomers
Step 2: Positioning and Segmentation
Do they “need some fries with that?” What services and products do you sell? Make vs. Buy: it’s about the customer relationship
Step 2: Positioning and Segmentation
How does your “packaging” compare to others’ in your market?
Step 3: Goals
“Backcasting” ExerciseImagine August 2015: describe your business; be as specific as possible
Things to ask yourself: Who do you sell to?
How much? How often?
How do you find leads and customers?
What’s changed in your business
Step 3: Goals
Use this process to develop specific and actionable goals for the year, by quarter
Step 4: Market Intervention
Given your goals, what kinds of Marketing Steps (money aside) are needed to accomplish them?
Step 4: Market Intervention
Push marketing (also called Interrupt Marketing) Telemarketing or cold calling Email marketing Postcards or Direct Marketing Flyers or Posters
Step 4: Market Intervention
Pull marketingWebsites Blogs Social media (LinkedIn, Facebook for Business)
Step 4: Market Intervention
Personal marketing Networking Groups like BRN or MPPA Referral incentives and programs Chamber of Commerce and business
group mixers
Step 5: Budgetary Rationalization
1st Qt 2nd Qt 3rd qt 4th Qt
$$$
Time
Staff
What level of investment will be required for your Marketing Interventions?
Step 6: 2015 Marketing Calendar
Create a 2015 calendar of actions Use the granularity comfortable for you
Step 6: 2015 Marketing Calendar
Designate specific actions, dollars available, and responsible persons
Step 7: Track and Measure
You can’t change what you can’t measure. Use this information to adjust your 2014 planned actions and guide you in 2015: Use tools like Google Analytics
to measure website impact Track interventions that bring in
customers and how much they buy
Track customers that generate referrals
