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[NameRedacted] “Phoenix” Strategy Paper
Board Meeting XX.XX.20XX
Purpose of this paper• To analyse current strategic position of
[NameRedacted] • To provide ideas for the future direction
of the organisation
Current positionBased on current trends [NameRedacted] will achieve XXm in sales this year;
X.Xm under target!
0'000
2'000'000
4'000'000
6'000'000
8'000'000
10'000'000
12'000'000
April June August October December February
Budget Actual Projected
Not actual data
Current positionXm less than last year.
0m
5m
10m
15m
20m
25m
30m
35m
05 06 07 08 09 10 11 12 13 14
Not actual data
Cause
Can we identify the cause of [NameRedacted] business decline?
Based on my research, the following interconnected causes exist:
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Pilots might call this a graveyard spiral
This is an accidental maneouver in low visibility that is difficult to recover from because the intuitive response (pulling up), increases the problem.
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
No compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
No clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Rather than attempting to solve the biggest problem, you must solve the most root problem. The one that is not caused by any of the others.
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure not
adapted
Prices too high
compelling vision for company
Motivation to do great work
missing
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
Attempting to be everything to
everyone
clear business model
Attempting to serve markets
that do not exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Solving these problems will create positive domino effect, making it easier to turn the business around.
Low morale
Bad customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Damaged Brand Image , lacking
credibility
Market Saturated , heavy
competition
Organisational structure adapted
Prices too high
compelling vision for company
Motivation to do great work
Our offering to the market is not
clear
We have no unique market
positionNot winning good new customers
be specialised to specific customers
clear business model
serve markets that do exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Low morale
Great customer service
Ineffective sales techniques
Not enough general sales
training
Losing large customers
Not working together well
Restore brand , improve
credibility
Market Saturated , heavy
competition
Organisational structure adapted
Prices competitive
compelling vision for company
Motivation to do great work
Our offering to the market is not
clear
We have a unique market position
Winning good new customers
be specialised to specific customers
clear business model
serve markets that do exist
Losing money
Pressure to reduce costs
Pressure to increase revenue
Stress
Positive morale
Great customer service
Ineffective sales techniques
Not enough general sales
training
Retaining large customers
Not working together well
Restore brand , improve
credibility
Market Saturated , heavy
competition
Organisational structure adapted
Prices competitive
compelling vision for company
Motivation to do great work
Our offering to the market is
clear
We have a unique market position
Winning good new customers
be specialised to specific customers
clear business model
serve markets that do exist
Making money
Pressure to reduce costs
Pressure to increase revenue
Stress
Positive morale
Great customer service
Ineffective sales techniques
Not enough general sales
training
Retaining large customers
Working together well
Restore brand , improve
credibility
Market Saturated , heavy
competition
Organisational structure adapted
Prices competitive
compelling vision for company
Motivation to do great work
Our offering to the market is
clear
We have a unique market position
Winning good new customers
be specialised to specific customers
clear business model
serve markets that do exist
Making money
More money to spend on the
business
Excitement to increase revenue
Stress
Positive morale
Great customer service
Great sales techniques
Lots of stimulating sales training
Retaining large customers
Working together well
Restore brand , improve
credibility
Market Saturated , heavy
competition
Organisational structure adapted
Prices competitive
compelling vision for company
Motivation to do great work
Our offering to the market is
clear
We have a unique market position
Winning good new customers
be specialised to specific customers
clear business model
serve markets that do exist
Making money
More money to spend on the
business
Excitement to increase revenue
Energised
Positive morale
Great customer service
Great sales techniques
Lots of stimulating sales training
Retaining large customers
Working together well
Restore brand , improve
credibility
Market Saturated , we enjoy healthy
competition
Organisational structure adapted
Prices competitive
compelling vision for company
Motivation to do great work
Our offering to the market is
clear
We have a unique market position
Winning good new customers
be specialised to specific customers
clear business model
serve markets that do exist
Making money
More money to spend on the
business
Excitement to increase revenue
Energised
Compelling Vision
[NameRedacted] is the best [type of business] in [market].
We work with people that provide [our products and services] to [the end user], to make sure [core value proposition].
Get to know us.
Once upon a time, [old story]. [Exposition of old story, descriptions of reality then]. Since then [history summarised. What has happened since the business started that has reshaped the world. Filler text, to fill up the space. More filler. A little bit more.]. Today, [description of the current reality, what has dominated at the expense of the business. Some filler space, to fill up the extra space in this line. ]. But [why the business is still relevant. How a lack of focus on the industry the business is in has created new opportunities to serve people in a totally new way. Description of how important the products and services are even if they are no longer sexy.]. That's why, [the new direction the business is taking. A lengthy description of how we add significant value to customers that allows them to do the sexy things in their business that generates large amount of value. Without this business, the customers couldn’t do anything. Most other companies that do what this business does, do many other things besides, instead of trying to spread out like them, this business could double down and become the absolute best at what it does].
Infographics of Business Strategy
Infographics of Business Strategy
Infographics of Business Strategy
Infographics of Business Strategy
Compelling Vision
[NameRedacted] is the best [type of business] in [market].
We work with people that provide [our products and services] to [the end user], to make sure [core value proposition].
Get to know us.
Ineffective Implementation: Top DownOne person writes the
vision for the organisation
Board approves new vision
Team is informed of new vision
Nobody finds the vision compelling
Effective Implementation: Bottom UpExample: Appreciative Inquiry
Design • Determine what should be • Create a strategy based on input
and gather feedback, iterate.
Discover • Appreciate what is • Interview colleagues to
determine what we are best at
Dream • Imagine what could be • Lead positive workshop to
play with what could be
Destiny • Create what will be • Symbolically commit entire team to
strategy and adopt execution plans
Clear Business ModelValue proposition: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Customers: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Channel: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Customer relationship: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Revenue: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Costs: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Key resources: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Key activities: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] Key partners: [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz]
Clear Business ModelOn the next two slides I have [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz] [abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz][abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz]
Infographics for Market Strategy
Infographics for Market Strategy
Next Steps[abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz]
Infographic
What might [NameRedacted] look like over the next few years through this dip?
In Greek mythology, a phoenix is a long-lived bird that is cyclically regenerated or reborn.
Associated with the sun, a phoenix obtains new life by arising from the ashes of its predecessor.
Is [NameRedacted] a Phoenix?
Can [NameRedacted] be reborn as the Number #1 [business type] in
[market]?
