Betancur built his career as a turnaround specialist and applies practical lessons from outside the agency world. He has led very successful turnaround initiatives at a number of international organizations, including Publisher’s Clearing House, Urban Brands and the direct division of PPR (a $12B French luxury goods retailer). At Jump Ramp Ventures, Betancur’s team creates new revenue streams for their clients by taking them online and by revitalizing old products with new sales potential. In this session, Betancur covers the eight stages of orchestrating a business turnaround. This will include: * Properly defining clear, attainable, measurable goals. * Instilling leadership and responsibility in your subordinates. * Building an infrastructure that allows your people to explore and experiment within defined parameters. * Building a culture of build, test, refine and launch. Take away a step-by-step approach that you can apply to building your own agency plan – particularly if you’re in rebuilding mode.

1. Orchestrating a Business Turnaround:
Real-Life Lessons for Agencies
Alex Betancur
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© 2010 Mirren Business Development

2. Listening to You
“[Give me an outside perspective]…Agencies can
be too insular.” - Kelly
“We don’t pull enough best practices from outside
our immediate perspective.” - Jessica
“Why is [Alex] helping us?” - Linda
“Will you have examples of agencies that
orchestrated a good turnaround? Can I get our CEO
to sit in the front row? Can you look right at him?”
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© 2010 Mirren Business Development

3. What is Jump Ramp Venture and who the heck is
Alex Betancur?
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4. Big Picture
Do we need a turnaround?
What is our goal?
What are the objectives, obstacles?
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5. 1. Leadership
Definition
Accountability
Does not have to be the CEO
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6. 2. Talent
Who’s in your foxhole?
Choose your leader and champion
Inventory your current team and talent
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7. 3. Defining Measurable Goals
Marry Big Picture with current snapshot
Make a REAL roadmap
Identify tangible actions/metrics for success
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© 2010 Mirren Business Development

8. 4. Testing
Choose goals and objectives that help test the
market
Get buy in…but don’t be afraid of naysayers
Succeed and fail quickly – learn from both
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9. 5. Engage & Execute
Review your team’s failures and successes
Refine or adjust your team
Refine and adjust goals
Refine and adjust success metrics
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© 2010 Mirren Business Development

10. Audience Questions
“But I’m not the CEO…what can I do.”
“My Agency is established. We do the things we do
because, well, we’ve always done them that way.
How do we start to turnaround/evolve?”
“Who has done this successfully, in your opinion?”
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11. Orchestrating a Business Turnaround:
Real-Life Lessons for Agencies
Alex Betancur
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© 2010 Mirren Business Development