11

Business Development and

Marketing to Power Your

Business

August - September 2009

2

Objectives

• Your objectives for this workshop

• Context of marketing and biz dev

• Your niche

• Your business naked

• “What do you do?”

• Account management

3

Things are a-changin’

• What changes are rocking your world?

• Economic

• Socio-political

• Physical external environment

• Physical internal environment

• Intangible internal environment

• Your personal requirements from the business

4

What do you want from your practice?

Fulfilment

FinanceFreedom

5

Your niche

• Combination of product and market segment

• Best performing (past)

• Or best for your business objectives (plan)

• NB: not best product and best market segment, but best product-market segment combination

6

Critical Success Factors

• Financial

• Customers

• Systems and IP

• People

• Others?

7

Your ideal clients

• Demographics

• Psychographics

• Buying criteria

• Buying behaviour

• Segment your clients by these domains

8

Key products (services)

• Categorize by:

→ function, utility for customer / consumer

→ location, delivery channel

→ production process, team / skills and tools

→ components, suppliers, source of inputs…

• What makes them high-priority products (services)?

→ contribution to revenue / profitability

→ low cost of acquiring each customer

→ barrier to competition, ease of retaining customers…

9

PMX: Product-Market Matrix

• Draft your review of services and market segments

Market

Product (Service)

10

Marketing strategy outline

Product-market segment Targets Strategy (key points)

11

Your business, naked

• Define:

→ vision

→ mission

→ values and philosophy

→ place in industry value chain

• Essence of your business

→ Who buys from you?

→ What do they physically get?

12

Your interesting introduction

• End wrong conversations quickly

• Start right conversations interestingly

1. What is your primary service or product?

2. Who is your customer?

3. What are your customers’ needs?

4. How do you do what you do?

5. Formulate the statement: I provide (1) to satisfy (2)’s need for (3) by (4).

13

Account Management (In Brief)

14

Agenda

$13,219,090.41$13,219,090.41

US Treasury, UK Treasury, BloombergUS Treasury, UK Treasury, Bloomberg

15

What customers want worldwide?

16

Account Management

• Research shows that, globally, clients want:

• Professional service delivered seamlessly across locations

• Professionals who understand their business

• People who can build collaborative, long-term relationships

• Outstanding value, defined in their terms

17

Account management is thus about

• Developing and building sustainable relationships

• with key clients

• and providing superior service

• that is specifically tailored to their needs.

18

Account Plans – key elements

• Client's strategy and key issues

• Potential opportunities

• Relationship plan

• Targets

• 30 day plan

19

S curve – stages of growth

Time

Pe

rformance

3. Consolidation/ Restructuring

1. Rapid Growth/ Entrepreneurial/ Start-up

2. Expansion/ Diversification

4. Leading/ World Class

20

Thank You

Fasset Call Centre

086 101 0001

www.fasset.org.za