Full presentation form the event on 25.07.17 - 'Helping Your Business Grow' Breakfast: Trafford

1. Business Growth Breakfast
Trafford
Tuesday 25 July 2017

2. Welcome and introductions
Tony Ward
Business Growth Advisor - Trafford
Business Growth Hub

3. Agenda
08:35 – Update from Trafford Council, Damien Cutting, Senior Strategic Growth Officer, Trafford Council
08:45 – Guest speaker, Jaan Scott, Co-Founder, Matchbox Associates Limited
09:10 – Mike Connor, International Trade Advisor, Department for International Trade
09:15 – Northern Powerhouse Investment Fund, Mark Gibbons, Senior Loan Manager,
Business Finance Solutions
09:20 – Closing remarks, Tony Ward, Business Growth Hub
09:30 – Networking and refreshments
10:30 – Event close

4. Housekeeping
• Fire procedure
• Phones on silent
• WiFi
• Login:
• Password:
• Twitter:
• @bizgrowthhub
• #BGHEvents
• Feedback forms on chairs

5. Trafford – First For Business
Trafford - First For Business

6. Trafford – First For Business
25th July 2017
Damien Cutting
Senior Strategic Growth Officer
6
Trafford Council’s Strategic Growth
Service

7. Trafford – First For Business
• Town Centres – Town Centre Loan Scheme, Vacancy Rates,
Regeneration
• Employment and Skills – Trafford Pledge, Apprenticeships, Careers Fairs
• Housing Growth – proactively engaging developers
• Masterplanning and Major Developments – Greater Manchester Spatial
Framework (GMSF), Housing, Employment
• Business Support – working closely with businesses
7
Role of the Service
Strategic Growth Service set up in November 2012 following review of
Council’s economic development function – to attract investment and to
create new jobs

8. Trafford – First For Business
Trafford’s Economy
Source: ONS

9. Trafford – First For Business
Trafford Council has a proactive approach to supporting businesses and will
work closely with you to access the advice and support you need including:
• Adopting a partnership approach – local business, Growth Hub,
developers
• Inward Investment - MIDAS
• Business Growth Requirements – Business Relationship Programme
• Access to Funding – Trafford Business Loan Find, Access to Finance
• Land and Property Requirements – Property Search, expansion
9
Business Support

10. Trafford – First For Business
New Website:
www.investintrafford.com
Twitter:
@traffordbiz
Business Bulletin:
Produced monthly
Email addresses:
business@trafford.gov.uk
damien.cutting@trafford.gov.uk
1 0
Contact Information

11. Guest Speaker
Jaan Scott
Co-Founder
Matchbox Associates Limited

12. Sales & Marketing Strategy
Matchbox Associates

13. Sales & Marketing
Agenda
• Background and context
• Sales Strategy
• Marketing Strategy
• Strategy implementation
• Assistance

14. Facts & Figures
UK SME’s
• Why should SME’s concern themselves with
spending time on creating Sales Strategies

15. Facts & Figures
UK SME’s
• We are the heart of the economy and of any
future viable economy.

16. Facts & Figures
UK SME’s
• there are 5.5 million small and medium-sized
firms in the UK (99.9%), employing some 15.7
million people
(National Federation of Self Employed & Small Businesses Ltd., 2017)

17. Facts & Figures
UK SME’s
• Yet of these firms, perhaps only 10 % are
doing well, while another 30 % are in real
difficulties.

18. Facts & Figures
UK SME’s
• That leaves some 60 % surviving

19. Facts & Figures
gazelles
• the companies that grow turnover by 20% for
three consecutive years, are much talked about
they are in fact a rare species: they are
responsible for most of SME growth but they
amount to only 2% to 4% of SMEs.

20. Facts & Figures
GM SME’s
• Of new start ups, some 70% last less than five
years.

21. Facts & Figures
UK Scale-Ups
• Analysis conducted by Deloitte and Nesta shows - if we
help to create in the UK just 1 per cent more scale-ups,
150,000 net new jobs could be in place by 2034 and an
additional £225bn towards UK GDP could be spread
equally throughout the country.

22. Business Strategy
UK SME’s
• research from Barclays reveals that one in four
small businesses (23%) don’t have any
strategy in place to support their business
growth.
(Barclays Bank 2015)

23. Business Strategy
• When you first take a look at the components
of a full strategy programme it can often seem
daunting.

24. Business Strategy
Matchbox Approach
• Less complexity more relevant to SME’s

25. Business Strategy
Key Stages
• Strategy Staircase
• Start by recognising the link between each
stage of the process

26. Shareholder
desire
Mission, vision,
values
Goals
Objectives
Critical Success
factors
KPI’s
Metrics
Measurement

28. I. Dream
Mission, vision,
values
Goals
Objectives
Critical Success
factors
KPI’s
Metrics
Measurement
BMI
Calories, Hrs Training
Control Body Weight
Podium
Enter 2018 London Marathon
Top UK marathon runner
Represent GB at Marathon
Nutrition, Exercise

29. Business Strategy
Key Elements
• The sales strategy forms a key part of our
overall business strategy

30. Business Strategy
Encourage engagement
• It’s important to get your teams behind the
process as early as possible. Use simple
exercises to generate content

31. Current Year 5
Turnover £’s
N Profit %
Employees
Tech / Service
MVV or VP
Year 1 Year 2 Year 3 Year 4 Year 5
Turnover £’s
N Profit %
Employees
Tech / Service
MVV or VP

32. Sector Opportunity Challenge
Industrial
 Potential to double turnover
 New Client Target 15 + by 2020
+ 5 clients 2017
+ 5 clients 2018
+ 5 clients 2019
 Become thought leaders in the sector
 Double existing client numbers
 How to penetrate the competitor supply
position
Sector Critical Success Factors KPI’s
Industrial
 Market Visibility
 Strong Customer Relationships
 Affordable
 Memberships of relevant trade bodies
 Website / PR / Social Media
 Publications
 Events / Trade Shows
 Service delivery OTIF
 Competitive prices in line with value
Sector KPI’s Metrics
Industrial
 Memberships of relevant trade bodies
 Website / PR / Social Media
 Publications
 Events / Trade Shows
 Service delivery OTIF
 Value
 Subscription
 SEO google analytics
 Editorials
 Attendance
 Achieve 95%+
 0 Returns, free technical support, 24 hr
service

33. Sales Strategy
common mistakes
• Don’t build your business on yesterday’s news
• Failure is often an inability to truly embrace change. Kodak created
a digital camera, invested in the technology, and even understood
that photos would be shared online. Where they failed was in
realising that online photo sharing was the new business, not just a
way to expand the printing business.

34. Sales Strategy
• From our experience of working with SMEs, there
are a few essential steps to a successful sales
strategy whether you are just starting out or
looking to improve on historical performance.

35. Sales Strategy
Key Building Blocks
• A clear business goal and underlying sales growth objectives
• A deep understanding of the target customer group
• A powerful value proposition
• Understand competitive advantage
• A clear route to market
• A well-defined sales process, solid execution and excellent customer service
• Availability of resources, skills and capabilities
• A robust sales management practice

36. Business Strategy
Sales & Marketing
• For the sales strategy to be effective it must
be linked to relevant and actionable
marketing.

37. Business Strategy
Marketing
• In order for a business to build a great
marketing strategy you must be able to
comprehensively answer and respond to the
following;

38. Marketing Strategy
Marketing
• What is the unmet need your product or service is looking to fill
• How will your market become aware of your business & come to trust that you have the answers
• What is the value of this product or service to the buyer
• What does an ideal customer look like
• When and where are your customers most ready to buy your product or service
• Describe the perfect customer experience
• What behaviours and preferences do your target buyers (decision makers) have.
• What marketing channels work best with your target customers

39. Business Strategy
Recognised tools
• We use recognised tools and business models
combined with our own extensive knowledge
and experience to assist clients in building
robust strategy plans

40. Value proposition canvas
designed by Strategyzer

41. Prospect
Lead
MQL
SQL
Pipeline
Won
Top of
the funnel
Marketing's responsibility
Middle of the
funnel
Shared marketing & sales
responsibility
Bottom of the
funnel
Sales’s responsibility

42. 10 common B2B marketing strategies
recognised as successful regardless of industry
• Growth hacking
• Referral programmes
• Earning Media & PR
• Networking
• SEM
• Retargeting
• SMM
• SEO
• Content Marketing
• Inbound Marketing

43. • Cause Marketing
• Direct Selling
• Co-branding and Affinity Marketing
• Earned Media/ PR
• POP
• Internet Marketing
• Paid Media Advertising
• Word of Mouth
• Social Networks & Viral Marketing
• Storytelling
10 common B2C marketing strategies
recognised as successful regardless of industry

44. Marketing Strategy
Feedback
• It will be important to get external feedback
from the market / customers / target audience
from time to time. This will ensure the quality
of your marketing content

45. Sales & Marketing
Integration Benefits
• Decrease in sales and marketing costs, increase in
annual revenue growth, productivity
improvement, increased business knowledge and
awareness, improved customer retention, better
customer conversion rate

46. Business Strategy
Implementation
• A critical part of achieving successful business
growth is implementation of your strategy. If your
plans sit on a shelf or you don’t know how or
what to monitor, your progress will undoubtedly
suffer.

47. Business Strategy
Implementation
Thomas Edison once said:
“Vision without execution is hallucination.”

48. Business Strategy
Implementation
• In today’s rapidly changing business environment,
it isn’t enough for business leaders to envision
the future, we need to take the necessary steps
to ensure our sales organisations execute that
vision with customers.

49. Business Strategy
Be Ambitious
• To grow, management must make a commitment to
ambitious growth targets, and then develop plans and
actions to find ways to achieve them
• Stakeholders, and especially investors, should test this
commitment by regularly discussing the growth
ambition

50. Business Strategy
Learn from past
• The right lessons from Kodak are subtle. Companies often see
the disruptive forces affecting their industry. They frequently
divert sufficient resources to participate in emerging markets.
Their failure is usually an inability to truly embrace the
change.

51. Matchbox Associates
Seek Assistance
• Participate in a fully funded Sales & Marketing Strategy workshop
• Owners and senior management can participate in a fully funded
Executive Development Programme
• Assistance with business growth challenges
• Offer a broad range of services from business training to team and
personal coaching ; covering topics from, How to get more business for
my company to improving personal effectiveness

52. Matchbox Associates
Thankyou

53. www.matchboxassociates.co.uk
Business Consultancy, Coaching & Training
Executive Development Programme
Grant funded local programmes
Mentoring
Jaan Scott – 07580 145247 jaan@matchboxassociates.co.uk
John Warren – 07944 536284 john@matchboxassociates.co.uk

54. Mike Connor
International Trade Advisor
Department for International Trade

56. Department for International
Trade – North West

57. Topics to cover
• Who are DIT NW?
• Why should companies export?
• How can we help your business in the UK and overseas?
57

58. About Us
What we do
We are responsible for promoting Exporting is GREAT in the North West, working with
partners to ensure our clients take advantage of the huge opportunities open to UK
businesses overseas.
Responsibilities
• Deliver international trade services across the North West under contract to DIT,
European Commission and DCLG.
• Providing one-to-one support to help NW businesses take their first step into the
Exporting world.
• Encourage current Exporters to expand into new markets to diversify and grow their
business.
• Delivery of a range of masterclass activity held throughout the North West on key
international trade topics.

59. Firms who export are
34% more productive
in the first year
Source: PIMS Annual Report, DIT (2013); Harris and Li (2007)
Exporters achieve
59% faster
productivity growth
A company is 11% more
likely to survive if they
do business overseas
79% of companies
achieved fuller utilisation
of their existing capacity
through exporting
73% of companies increased
the lifespan of their products
through exporting
Why export?

60. Our global network
• Over 2,400 staff worldwide
• 1,300 staff bases in British Embassies & Consulates
• 400 advisers and support staff throughout the UK
• 30 International Trade Advisers in across the North West

61. Impartial advice & strategic support
• Strategic business advice for first time and experienced exporters
• Market information and research
• Assistance in identifying partner and potential customers
• Promote company products and services
• Support to visit overseas markets
• Support whilst in overseas markets
61

62. Key facts
In the North West, our International Trade team supported over 8,000
organisations, resulting in over £122m additional business last year.
• For every £1 that DIT spends, £22 is generated for the UK economy
• DIT’s estimated total financial benefit to businesses across all trade
services was around £6 billion last year, up from £5 billion the previous
year
• This additional profit has helped generate more than 126,000 jobs in the
UK
• Over 3,000 companies increased R&D activity in the UK as a result of DIT
support
62

63. DIT services in the UK
• First Steps to Export Programme – support for novice exporters
• Tailored export guidance & support via an experienced International Trade Adviser
• Export Savvy – online tool for new, novice and experienced exporters
• Language & Culture
• e-Exporting programme – Digital Adviser
• UK Export Finance & Insurance
• DIT Website – www.great.gov.uk

64. www.great.gov.uk

65. DIT services overseas
• Overseas Market Introduction Service (OMIS) & OBNI network - tailored
research
• Business Opportunities and High Value Opportunities
• In-market advice and support from Commercial Officers
• Market & Cultural information guides
• Market Visits and Exhibition support
• Tradeshow Access Programme
• Market Focused events and webinars

66. Key facts
• Talk to us
• Do your homework
• Test the market before investing
• Take a long-term view
• Identify your USP
• Invest in building the relationship
66

67. Contact us for further information:
+44 (0)333 320 0392 | info@tradenw.org | www.great.gov.uk

68. Northern Powerhouse
Investment Fund
Mark Gibbons
Senior Loan Manager
Business Finance Solutions

69. Closing remarks
Tony Ward
Business Growth Hub

70. The Hub
Digital & Technology
Operational Efficiency
Leadership & Mentoring
Innovation
Starting a Business
Sustainability
Accessing Finance
People, Skills & Talent
Business Strategy
New Markets & Export
OurProcessOurServices

71. The Hub
Digital & Technology
Operational Efficiency
Leadership & Mentoring
Innovation
Starting a Business
Sustainability
Accessing Finance
People, Skills & Talent
Business Strategy
New Markets & Export
OurProcessOurServices

72. Your local support - Trafford
Tony Ward
Business Growth Advisor - Trafford
Anthony.Ward@businessgrowthhub.com
07714 767412

73. No Breakfast or Lunch events in August
Tuesday 12 September – Wigan Breakfast
Thursday 21 September – Bolton Lunch

74. Venturefest Manchester, Bridgewater Hall, 14/9/2017
• The region’s biggest annual innovation event
• An opportunity for:
• entrepreneurs to meet the investors who’ll fund their
innovative ideas
• academics and local entrepreneurs to connect
• businesses to get the support they need from the Hub
• Book now at venturefestmanchester.com
• Get involved on social media: #venturefestMCR

75. Please leave your feedback
Please take a couple of minutes before the
networking to complete the feedback form and
return it to the Hub staff