Discover how to take your business from chaos to control and build a business that works without you

1. How to take Your
Business from
Chaos to Control

2. How to take your business from Chaos to Control
Your Host David Guest
Awards
 Multiple Global
Awards
including
awards for:
• Client results
• Program
development
• Marketing
• Presenting
Education
 Invested over
$748,000 in my
own business
education
 Read over 240
books on sales,
marketing,
business &
psychology
Experience
 23 Years Sales
Experience
 15 years of
business
coaching
experience
 Interviewed
over 1,800
business
owners
WINNER
Global Marketing Coach 2012

3. How to take your business from Chaos to Control
Owner
Manager
Self Employed
Employee
From Chaos
to
Control
Structure
For Growth
The Big Game

4. How to take your business from Chaos to Control
Chaos
to
Control
How to take your business from

5. How to take your business from Chaos to Control
YOUR PRESENTER - LEX TANNENBAUM
30 years in the corporate world
16 years as CEO of a major pharmaceutical
wholesaler
Small business owner
Part of a start up in the bookkeeping arena
Business coach and mentor
The “numbers guy” at Outcomes.

6. How to take your business from Chaos to Control
So what does Chaos look like?
Chaos
noun
complete disorder and confusion.
Disorganization

7. How to take your business from Chaos to Control

8. How to take your business from Chaos to Control
to
Cntrol
J
O
B
ust
ver
roke

9. How to take your business from Chaos to Control
Control
Kuh n trohl
manage, management,
mastery
What does control look like?

10. How to take your business from Chaos to Control

11. How to take your business from Chaos to Control
What does control look like for you?
Commercial
Profitable
Enterprise
That works
Without
You!

12. How to take your business from Chaos to Control
And your business has changed:
From this
OperationsSales
Mtk
Admin
Operations
Sale
Mtk
Admin
You
You
To this

13. How to take your business from Chaos to Control
How do you get out of the darkness?
Know where you want to go
Know where you are
Use your time correctly
Provide truly great service
Put systems in place
Have a good team

14. How to take your business from Chaos to Control
“Mission and
vision– so much
hot air about
something so
real” – Jack
Welch

15. How to take your business from Chaos to Control
You can’t hit a
target you cannot
see, and you cannot
see a target you do
not have.
-Zig Ziglar-

16. How to take your business from Chaos to Control
Goals
no written or verbal goals or plans
verbal goals
written
Only 3% of people have written goals and plans, these people account for 98% of the wealth.
3%
27%
70%
98% of wealth

17. How to take your business from Chaos to Control
How do you get out of the darkness?
Know where you want to go
Know where you are
Use your time correctly
Provide truly great service
Put systems in place
Have a good team

18. How to take your business from Chaos to Control
Numbers
BUDGETING
&
REPORTING…
Know where you are

19. How to take your business from Chaos to Control
•The numbers that drive your business
•One piece of paper each day

20. How to take your business from Chaos to Control
The
Critical
Numbers
Leads
x
Conversion
=
Customers
x
Transactions
x
Ave. $$$ Sale
=
Revenue
x
Margin
=
Profit

21. How to take your business from Chaos to Control
Leads
x
Conversion
=
Customers
X
Transactions
x
Ave. $$$ Sale
=
Revenue
x
Margin
=
Profit
4,000
x
25%
=
1,000
x
2
x
$100
=
$200,000
x
25%
=
$50,000
Let’s Put Some Numbers In…

22. How to take your business from Chaos to Control
Leads
x
Conversion
=
Customers
X
Transactions
x
Ave. $$$ Sale
=
Revenue
x
Margin
=
Profit
4,000
x
25%
=
1,000
x
2
x
$100
=
$200,000
x
25%
=
$50,000
4,400
x
27.5%
=
1,210
x
2.2
x
$110
=
$292,820
x
27.5%
=
$80,525.50
10% Increase…?

23. How to take your business from Chaos to Control
THAT’S A 46% INCREASE
IN YOUR REVENUE
And a massive
61% increase in
your profits…

24. How to take your business from Chaos to Control
TEST
&
MEASURE
Who Would Like an Unlimited
Marketing Budget?

25. How to take your business from Chaos to Control
How do you get out of the darkness?
Know where you want to go
Know where you are
Use your time correctly
Provide truly great service
Put systems in place
Have a good team

26. How to take your business from Chaos to Control
Distraction Delusion
The Zone Demand
Web surfing Emails
Incoming phone calls
Crises
Deadlines
Planning
Relationship building
High
Low High
Use your time wisely

27. How to take your business from Chaos to Control

28. How to take your business from Chaos to Control

29. How to take your business from Chaos to Control
How do you get out of the darkness?
Know where you want to go
Know where you are
Use your time correctly
Provide truly great service
Put systems in place
Have a good team

30. How to take your business from Chaos to Control
Service
Raving Fan
Advocate
Member
Customer
Shopper

31. How to take your business from Chaos to Control
How do you get out of the darkness?
Know where you want to go
Know where you are
Use your time correctly
Provide truly great service
Put systems in place
Have a good team

32. How to take your business from Chaos to Control
S
Y
S
T
E
M
aving
ou
tress
ime
nergy &
oney
Systems

33. How to take your business from Chaos to Control
How do you get out of the darkness?
Know where you want to go
Know where you are
Use your time correctly
Provide truly great service
Put systems in place
Have a good team

34. How to take your business from Chaos to Control
THE CYCLE OF BUSINESS
YOU
TEAM
CUSTOMERS
BUSINESS

35. How to take your business from Chaos to Control
to
Cntrol
J
O
B
ust
ver
roke
OperationsSales
Mtk
Admin
You

36. How to take your business from Chaos to Control
Commercial
Profitable
Enterprise
That works
Without
You!

37. How to take your business from Chaos to Control

38. How to take your business from Chaos to Control

39. How to take your business from Chaos to Control
4 STEPS TO LEARNING
Unconscious
Incompetence
Conscious
Competence
Conscious
Incompetence
Unconscious
Competence

40. How to take your business from Chaos to Control
From Chaos
to Control
30 November 2016

41. How to take your business from Chaos to Control
Who are Wilson Pateras?
•Accountants with
offices in both
Cheltenham &
Richmond
•Experienced in
dealing with small to
medium sized
businesses
Brendan
Farmer
Darren Trew

42. How to take your business from Chaos to Control
I feel successful…but am I really?
Great
Sales
Public
Brand
Young &
Energetic

43. How to take your business from Chaos to Control
The spark that lit the fire!

44. How to take your business from Chaos to Control
Chaos ...
to the brink of calamity
to Control

45. How to take your business from Chaos to Control
How to sell a $1m business and pay no tax
(Small Business Concessions)
Sale Price $1,000,000
Less Cost Base ($50,000)
Net Capital Gain $950,000
50% Discount ($475,000)
Net $475,000
50% Active Asset Discount ($237,500)
Net $237,500
Contribution to super fund ($237,500)
Net Taxable Gain $NIL
1. If under 55 yrs of age then proceeds go to super fund
2. If 55 yrs & over doesn’t need to stay in super
3. $2m turnover threshold
4. $500,000 cap
5. 15 year rule

46. How to take your business from Chaos to Control

47. How to take your business from Chaos to Control

48. How to take your business from Chaos to Control

49. How to take your business from Chaos to Control
No Price Competition!

50. How to take your business from Chaos to Control
Brand Chaos to Brand Control

51. How to take your business from Chaos to Control

52. How to take your business from Chaos to Control
How your brand makes
people feel is as important
as what you do.

53. How to take your business from Chaos to Control
Clearly articulating your brands
purpose can take your brand
from Chaos to Control

54. How to take your business from Chaos to Control
Most SME brands are in chaos.
Yet for many, their brand is their single most valuable
asset.…

55. How to take your business from Chaos to Control
On Average SME’s spend between 5
to 7 percent of sales on marketing.
"Entrepreneurs" 10 and 12 percent of
annual projected sales.

56. How to take your business from Chaos to Control
We take a sporadic or irregular
approach to marketing spend
Logo looks bad
Messages incoherent
Creating marketing materials with
different standards

57. How to take your business from Chaos to Control
Can you write in one sentence
What your brand stands for?
Your brand’s purpose
Your why

58. How to take your business from Chaos to Control
Control comes when
you and your team can answer
What are you trying to say?
What’s the message?
Who are you and why do you matter?

59. How to take your business from Chaos to Control
Brand Strategy is…
A thought process you go through to
ensure that every piece of
communication is synchronised around
a common concept.

60. How to take your business from Chaos to Control
So how can we go
from chaos to control?

61. How to take your business from Chaos to Control
Getting to the heart of your brand

62. How to take your business from Chaos to Control
Deep Insights

63. How to take your business from Chaos to Control
Complete partial attention
The customer journey has changed.
There are countless online platforms with
individual personalities, tones, lingo and
audience layers.

64. How to take your business from Chaos to Control
Purpose

65. How to take your business from Chaos to Control
Brand Wheel

66. How to take your business from Chaos to Control
Salvation Army

67. How to take your business from Chaos to Control
Brand purpose can be
immensely profitable because
consumers are willing to pay a
premium for brands that they
love, trust and believe in.

68. How to take your business from Chaos to Control
Real Point of Difference

69. How to take your business from Chaos to Control
Review Target Insights - List the 5 most
significant

70. How to take your business from Chaos to Control
Review the competition:
Strengths
Weaknesses
Similarities
Differences
Tone and Manner

71. How to take your business from Chaos to Control
Brand Map

72. How to take your business from Chaos to Control
Patagonia

73. How to take your business from Chaos to Control
With a clear point of difference, it is
the perception of their brand being
different that leads to increased
sales.

74. How to take your business from Chaos to Control
Positioning Statement

75. How to take your business from Chaos to Control
Positioning Statement Format
(Your Brand) is known for (A) because of
(B).
Patagonia is known for it’s quest to save
the planet because it uses business to inspire and
implement solutions to the environmental crisis.

76. How to take your business from Chaos to Control
Control Strategy

77. How to take your business from Chaos to Control
Online Presence
Content Strategy
Social Media
Sales Strategy

78. How to take your business from Chaos to Control
Final Thought

79. How to take your business from Chaos to Control
A reason to believe
Stand for something

80. How to take your business from Chaos to Control

81. How to take your business from Chaos to Control
We specialise in brand strategies that help
our clients articulate their purpose,
ignite their point of difference and
accentuate their brand message!

82. How to take your business from Chaos to Control
Stadium Pitch
3%
Buying Now
7% Open to it
30% Not Thinking About It
30% Don’t Think They’re Interested
30% Know They’re Not Interested

83. How to take your business from Chaos to Control
The Devil is in the Data
Ian Hopkinson
Founder & Head of Results

84. How to take your business from Chaos to Control
Optimise Everything

85. How to take your business from Chaos to Control

86. How to take your business from Chaos to Control
There are over 200 signals that Google looks for to
rank brands online.
The average SEO company only tells you about 10,
and performs or advises on activities that only
satisfy about 5.

87. How to take your business from Chaos to Control
Identity

88. How to take your business from Chaos to Control
Trust

89. How to take your business from Chaos to Control
Relevance

90. How to take your business from Chaos to Control
Longevity

91. How to take your business from Chaos to Control
Consistency

92. How to take your business from Chaos to Control
“We may be the only people in the
world who can say our goal is to
have people leave our website as
quickly as possible.”

93. How to take your business from Chaos to Control
In 2015 more Google searches took place on mobile
devices than on computers.

94. How to take your business from Chaos to Control
“Content is King”
Why do people say it?

95. How to take your business from Chaos to Control
1. Links
2. Content
3. RankBrain

96. How to take your business from Chaos to Control
“On-Page” SEO
Optimise your Website

97. How to take your business from Chaos to Control
“Local” SEO
Community Marketing

98. How to take your business from Chaos to Control
“Off-Page” SEO
Local SEO, Social Media, Press Mentions, Links…

99. How to take your business from Chaos to Control

100. How to take your business from Chaos to Control

101. How to take your business from Chaos to Control
Conversions Count
Online & Offline

102. How to take your business from Chaos to Control
1. Google Analytics
2. Google Search Console
3. Other Analytics Software

103. How to take your business from Chaos to Control
1. Set Goals
2. Watch & Learn
3. Act

104. How to take your business from Chaos to Control

105. How to take your business from Chaos to Control

106. How to take your business from Chaos to Control

107. How to take your business from Chaos to Control
Search Tips
It’s not just about online

108. How to take your business from Chaos to Control
Be Awesome
Spend time on your brand & business strategy
Develop a great product or service
Work with great people
Learn how to sell
Learn about your market
Measure your progress
Establish great partnerships

109. How to take your business from Chaos to Control
Digital Strategy
Link your business strategy to your digital
Develop great content
Become a thought leader
Build a community
Engage with and nurture your customers
Work with traditional media channels too
Optimise everything online you possibly can

110. How to take your business from Chaos to Control
Suffering from overwhelm?
Don’t just Google stuff and take everything you read as the truth
Consult an expert who is not self-proclaimed
Ask around and get trusted referrals and case studies
Have a plan and clear goals for your business and your digital
Measure and learn from your successes and failures
Keep going, don’t give up

111. How to take your business from Chaos to Control
Thank you !
Ian Hopkinson
Founder & Head of Results

112. How to take your business from Chaos to Control
We specialise in brand strategies that help
our clients articulate their purpose,
ignite their point of difference and
accentuate their brand message!

113. How to take your business from Chaos to Control

114. How to take your business from Chaos to Control