Download pdf - "Survival of the Adaptable" - Presentation to BTI Team M&A

Survival of the Most Adaptable

Introductory Presentation to BTI Group

2/8/2011 1© 2011 by Zoom Sales & Marketing

[email protected]

Bruce Rossiter

• President – Zoom Industries – Acquiring companies to

increase their value

– Zoom Sales & Marketing – Generating strategic sales and business leads

• Silicon Valley AMA– Chairman & Host of the Emerging Media Morning Forum– Board of Directors

• Certified Social Media Strategist

• Former business broker operating in Los Angeles

2/8/20112/8/2011 2© 2011 by Zoom Sales & Marketing

mailto:[email protected]

Good morning

• My name is Bruce Rossiter.

• I was invited to give a brief rundown about Zoom Sales & Marketing and Zoom Industries.

• I’ll do that by giving you some good news and some bad news.

2/8/2011 © 2011 by Zoom Sales & Marketing 3

The good news

• We know the good news. More businesses than ever will be sold over the next 10 years.

• Between Jan. 1 and Dec. 31, 2011, more than 7,000 people will turn 65 every day of the year. Many own businesses they must sell.


The bad news is best described by several experts as to the problems we face.


Forrester research paper

Forrester Research explains in a new paper* that in the future there will only be two types of companies:

• Those that are agile and adapt to consumers’ changing media behavior, and

• Those that go out of business.


*CMO Mandate: Adapt or Perish by Chris Stutzman for CMO & Marketing Leadership Professionals. 11/10/2010

Wall Street Journal’s op-ed page recently stated:

• “…this new, exponentially expanding world of information technologies is now creating permanent instability ….”

.

• “It disrupts everything it touches. It overturned the entire music industry...”

• .

• “Barack Obama and the Democrats just got hit with the same disruptive force. The viral dissemination of ObamaCare information fed directly into the historic November election shellacking.”

• .

• “Nor is it obvious how ‘Businesses’ should adapt to an exponentially larger population of ‘always-engaged people’.”


* Daniel Henninger, “Stability's End “, WSJ, 2/3/2011

We have seen daunting examples of business disruption:

• The house bubble collapse, abetted by media,

• The Education market, with iPads replacing books,

• The publishing business facing free content everywhere,

• Unemployment remaining high due to outdated labor skills,


Courtesy of The Traveling Richters

• The rapid spread and pervasive amount of information is a common denominator,

• The availability of digital platforms to over two-thirds of earth’s population is the second factor. – Mobile telephones (4.6 billion worldwide)*

– Facebook (over 500 million users)**


*http://www.cbsnews.com/stories/2010/02/15/business/main6209772.shtml

**http://www.facebook.com/press/info.php?statisticsCourtesy of brainz.com

http://www.cbsnews.com/stories/2010/02/15/business/main6209772.shtml

http://www.facebook.com/press/info.php?statistics

Here is how we must adapt(adapted from the Forrester Paper as applied to businesses)

The five habits of highly adaptive businesses include:

• Accept change,

• Dare the status quo,

• Act continuously,

• Participate personally,

• Tear down boundaries.


Courtesy of Left Field Cinema

Marketing leads the way in helping businesses adapt to change

Marketing has undergone a seismic shift in the last five years

integrating social media with traditional marketing. It has learned to adapt from one-directional messaging (ads) to two-way conversations through Social Media. If we don’t all adapt to these new Social Media methods, our competitors will teach us how. But only after they own most of the market.


As a group, especially in Social Media, we are not in good shape

Zoom looked at 12 business opportunity websites that included the two BTI Group sites. (No chart identifies any single website).

Where do we stand as to using Social

Media?


We have a long way to go…


50% do not rank at all. Only 17% rank less than 1 million


Only 8% of our websites are Social Media enabled. Only 16% have a blog.

Websites 2.0 that are Social Media Enabled

Websites Web 2.0 Blog

1 No No

2 No No

3 No No

4 No No

5 No No

6 No No

7 No No

8 No No

9 No No

10 No No

11 No Yes

12 Yes Yes

How to adapt your marketing

• The first step - take a diagnostic test to assess your organization’s marketing adaptability.

• This will give you actionable insights to:– Gauge the intensity of the effort required.– Identify weak links.– Prioritize efforts to become more adaptive.


Courtesy of GetFit.SAMHSA.Gov

There is more we can do together

• Marketing - Change to Social Media enabled and optimized websites,

• Sales – Update our sales skills to the most effective selling methods,

• Differentiate functional breakdown of skills: – Main Street – Only do this if you can become the Craigslist

of business opportunities,

– M & A – Many brokers have or will want to gravitate to this level of expertise and financial rewards,

• Create a core group of individuals - keep the passion alive for ongoing adaptation.


Here’s what we do

• Zoom helps you become much more marketing and sales adept by:– Generating business and sales leads for

you, or teaching you how,

– Building Web 2.0 websites (social media enabled, including blogs),

– Writing and supplying content to Web 2.0 sites and blogs,

– Optimizing Web 2.0 sites and blogs so you are visible and findable in searches by your target markets.


Why is a blog important?

In a nutshell, a blog allows several things to occur:• It allows you to show your expertise through your

writings. People develop trust when they believe you are an expert,

• It allows your reader’s to engage with you through their comments,

• Unlike newsletters, blogs can be linked to hundreds if not thousands of other sites and platforms,

• Blogs increase your websites visibility and ranking,• Blogs help you dominate the results on a Google search,• Unlike ads, blogs live on for years, constantly giving you

exposure in the topic areas of your articles.


Technorati has accounted for over 126,000,000 bloggers worldwide*

Your readership multiplies dramatically when you optimize your blogs

*As tracked by BlogPulse, http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/.

11/23/2010 19

An important Zoom specialty - optimizing blogs

http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/







eCairn’s readership increased 1000% when they started optimizing their blogs

• Readership increased from 150 average users to 1,500 average

readers.

• eCairn had two blogs that spiked at over 6,000 readers.

• Their traffic rank puts them at 30,000 out of 234 million blogs.


This picture contains about 37,000 ants.

It would take another 3370 of these charts to

represent the number of bloggers.

11/23/2010

11/23/2010 22

How do you communicate with 126,000,000 bloggers?

The usual way is one at a time.

11/23/2010 23

Influencer Target Marketing targets Influencers to pass on the message to their network.

Influencer Target Marketing is becoming as important as targeting to a company’s potential customers.

• It must direct its messages and conversations toward influencers that engage with its potential customers.

A company can not afford to address just its potential customers.

Zoom Industries - an important buyer

Our Overall Goal: Acquire companies and increase their value.

We Offer Two Options for sellers to achieve their goals: • Provide liquidity to minority shareholders,• Purchase the total company.

Prior to Zoom, its principals have been involved in:– Financings, M&As, or profit improvement projects for over one

hundred companies, – These transactions represent over $600 million of capital.


Thank you

• I would like to meet each of you to see how weeach can supercharge our respective businesses.

• Please reach out and let me know your interests.

[email protected] or [email protected]

408-260-5249 (Santa Clara) and 408-456-6920 (San Jose)



