Vision to Profit is a system to enable SMEs to develop, implement and manage the growth of their businesses by using best practices in marketing.
For more information contact us on info@v2p.eu
2. Intro
We Work „Hands On‟ With You To Deliver Business Growth
Sales, Marketing, Communications, Integration
Our Process
Profiling / Assessment
Strategy
Action Plan
Test/Measure
Consulting
Implementation
Deep engagement – we roll up our sleeves and work with our
clients to get results
3. The Foundation
“Because its purpose is to create a customer, a business
has only two functions: marketing and innovation.
Marketing and innovation produce results, everything
else is a cost.”
Peter Drucker (Management Guru & Business
Philosopher), “Innovation and Entrepreneurship”
INNOVATORS AND ENTREPRENEURS ARE
NOT ALWAYS MARKETING EXPERTS TOO
4. Marketing Planning
Market Analysis
Product Development and Product Validation
Process Competitive Analysis
Development Process
Sales Process
Finance Planning
Resource Planning
Funding
Value Proposition
Asset Building Brand Development
Pricing Strategy
Competitive Strategy / Competitiveness
Channel Strategy
Export Planning
Cash Flow / Sales Projections
Sales and Marketing Strategy
Go To Market Collateral – Presentations, White Papers, FAQ, Q&A
Sales Integration
Sales Forecasting
Sales Training
Channel Recruitment and Management
Pipeline Management
Project Management
In Market – Working WITH You Results Analysis
Feedback Loop
Business Operations & Processes
Organisational Development
Productivity
5. Marketing – Not Mumbo-Jumbo
· Understanding your customers
· Explaining how your products or services can meet their
need
· Implementing the right strategies and tactics
· Managing effectiveness through measuring and testing
Your Whole Business Should Be Designed Around Marketing
SO
DO NOT OUTSOURCE MARKETING STRATEGY
7. It‟s Never Too Early
Market Research / Networking – Confirm Potential
Reading / News
LinkedIn Network / Groups (Startup Republic Ireland)
Twitter, Facebook, etc
Networking Events
Newsletters / blogs
Web Site
USP and Value Proposition
Targets / Customer Profiles / Segments
Value / Value Add
Differentiators / USP
Competition
Pricing Models
Business Model Figures
8. “Maturity Model”
•Mapped against peer companies
•Strategy, Sales, Marketing and Operations
•Tailored Processes and Services to Help Your Company Grow
A
S
S
E
S
S
M
E Process and Services
N
T Reactive / Ad hoc Structured Advanced Optimal
9. Value Proposition
The foundation of everything you do
Incorporates USPs
Targeted at specific groups
Spin off Messaging and Positioning
Thisis then used for all activities – sales, direct mails,
telemarketing, scripts, advertising, etc
10. Elements of a Value
Proposition
Business Drivers: Increase sales, reduce cost, increase
control, reduce risk
Metrics: Time, Cost, Size
Motivation: Should be strong enough to encourage
customers to move to you. Remember your customers
are busy and (hopefully) successful.
Short and memorable, communicated to everyone
I can provide you a Value Proposition guide – send
me an email
11. Enhancing Your USP
Incentives
Endorsements
Free Stuff
Testimonials
Benefits vs Features
12. Implement a Sales Process
How would you handle different stages
Awareness of need / pain points
Appraisal / solutions research
Negotiation / objection handling
Purchase
Customer Service
Cross-Sell / Up-Sell
Referral
Two Things to Use:
Scripts
Role-play
Defining Your Sales Process Should Evolve, BUT Is Invaluable
13. Now - Develop Your Strategy
You Know
Who you are targeting and how they are segmented
What they want / need and your solution
Your Competition
Your Value Proposition
Messaging and Positioning
Pricing
How & where you are going to sell to them
ALLOCATE A BUDGET – INVESTMENT NOT COST
14. Build and Manage A Sales
Pipeline
Fill the Pipeline with Leads
Qualify these into Opportunities
Work through the Sales Process
Assign Probabilities to each Stage e.g. Qualified
Lead is 10%, Waiting for PO is 90%
Refine this to get Factored Revenue Forecast
Thoroughly and Ruthlessly Review the Pipeline
Blockages
Analysewins and losses
What else can you learn?
15. Be Ruthless To Earn Loyalty
Ave Deal Size
Buying
Frequency
16. Build Your Pipeline into
Forecasts
Business Plans for the Year
Cash Flow Forecasts
Setting targets – individuals, products,
marketing
Email me if you would like a sales
pipeline template
17. Continuous Improvement
KEY 1 KEY 2 KEY 3 KEY 4 KEY 5
Number of Conversion No. Of Transaction Profit
Leads Rate Transactions Value Margin
100 X 30% X 2 X €100 X 50%
Per = 30 = 60 = €6,000 = €3,000
Month Sales Sales Gross Net
Revenue Revenue
Strategies To
Build Your
Business
The Value of
KEY 6 KEY 7 Each Customer
No. of Buying
Referrals Lifetime Is
€600
X 1 = Total Annual X
+ 3 = Lifetime So
@ €3,000 Revenue Years Value:
Annual Net = €6,000 = €18,000
Revenue
18. Building Your Business
Now by just adding 10% to each key…
KEY 1 KEY 2 KEY 3 KEY 4 KEY 5
Number of Conversion No. Of Transaction Profit
Leads Rate Transactions Value Margin
100 X 30% X 2 X €100 X 50%
Per = 30 = 60 = €6,000 = €3,000
Month Sales Sales Gross Net
Revenue Revenue
X 33% X 2.2 X €110 X 55%
110 = 36 = 80 = €8,800 = €4,840
The Value of
KEY 6 KEY 7 Each Customer
No. of Buying
Referrals Lifetime Is
€600
X 1 = Total Annual X
+ 3 = Lifetime
@ €3,000 Revenue Years Value: So
Annual Net = € 6,000 = €18,000 Just a 10%
Revenue increase in
each of the
Keys
X 1.1 = = X = = 186% of
3.3 €33,541 ! original
= €5,324 €10,164 revenue!
19. Engineering
Track, Test and Measure - Benchmarks
Learn and Improve
Try New Things
FOCUS ON RESULTS, NOT ACTIVITY
20. Plan of Engagement - 1
Step 1: Vision to Profit Profiling and Analysis
Face-to-face or telephone, with email discussions
Helps with:
Purpose
SWOT analysis
Identify target markets
Value Proposition
Current and Desired State
21. Profiling – Process & Tool
Profiling Tool:
~400 key questions
No “mumbo jumbo”
Best Practice for Sales, Marketing and
Basic Management
Measures level of “maturity” for a
number of key areas
Built for Start-ups and SMEs
Dashboard:
Visual “snapshot” of maturity level
Assesses Current State
Use to define Desired State
Next snapshot measures progress
Managers can assess progress
ACTION-ORIENTATED
22. Profiling - Benefits
For the client:
Identifiespriority areas for development
Desired state does not have to be the highest maturity
level
Enables more granular, appropriate changes
Helps to track progress
Rounded approach to business assessment and planning
Year 1 (Reactive) Year 2 (Advanced)
23. Example of Profile Results
Vision to Profit Profile Summary
Reactive 75
Structured 21
Advanced 3
Optimal 9
V2P Summary Rating 2.31
Note:
Max V2P Rating: 10
Target Rating for an SME: 7-8
•1-day Assessment Process using Vision to Profit Assessment System
•Covers key indicators covering marketing, sales and business foundation
•Typical profile for a start-up business
•The business progresses into operations in the next 6 months
•Aim should be to move from Reactive to Advanced (i.e. summary rating of 7+)
24. Next 6 Months….?
Vision to Profit Profile Summary
Reactive 15
Structured 21
Advanced 58
Optimal 12
V2P Summary Rating 5.70
•Clarify goals and objectives for the business (SMART)
•Define key metrics to measure progress
•Clear marketing plan, strategies and tactics
•Sales and marketing execution
25. Business Foundation
Business Foundation
Reactive 13
Structured 4
Advanced 0
Optimal 2
V2P Business Foundation Rating 2.37
Main Points – Business Foundation
Value Propositions for the business and for offerings need to be clearly considered and defined
Clear, SMART Objectives to be set for the business
Cash Flow projections to be reflected in sales targets and reviewed at least monthly
Business Strategies and Tactics need to be realistic and documented
26. Marketing Foundation
Marketing Foundation
Reactive 23
Structured 4
Advanced 2
Optimal 2
V2P Marketing Foundation Rating 2.23
Main Points – Marketing Foundation
No marketing budget identified
Realistic marketing strategy and tactics to be defined and implemented
No web site or online strategy
Competition needs to be understood and differentiators developed
CRM processes to include the channel (targets, contacts, marketing plan)
27. Sales Foundation
Sales Foundation
Reactive 39
Structured 13
Advanced 1
Optimal 5
V2P Sales Foundation Rating 2.33
Main Points – Sales Foundation
Sales processes to be defined – uncovering opportunities, qualification, etc.
Need sales collateral to support the sales effort (marketing function)
Sales pipeline to be defined and reviewed as a foundation of the business – aligned to cash
flow forecasts
Sales skills to be developed further
28. Plan of Engagement - 2
Step 2: Action Plan and Workshops
Assess Current State, Desired State (Gap)
Then Define How to Get There (Strategy)
Alignment with Business Plan and Forecasts
Examples:
Identify or create vision, goals, exit strategy
Competitive Analysis
Value Proposition Development
Growth strategies: Leads, Conversion, Deal Size, Profit,
Transactions, Referrals
Marketing and Sales Processes - Pipeline Building
Optimise relationships with customers, suppliers, channels, media
29. Business Building Strategies -
Sample
1 Number
Of Leads 2 Conversion
Rate 3 Number Of
Transactions
• Channel • Improve Sales Skills • Develop a ‘Back
Relationships • Make Irresistible End’
• Direct Mail Offers • Frequent Buyers
• Advertising • Guarantees Programme
• Telemarketing • Package Products • Cross-Sell Other
• Special Events Together Products / Services
• Qualified Lists • Questionnaires • Endorsements
• Direct Sales • Educate • Price Inducements
• Upgrades
4 Transaction
Value 5 Profit
Margin 6 Number Of
Referrals 7 Buying
Lifetime
• Up-Sell To Bigger /
Better Product
• Reduce Overheads
& Expenses
444prompters
• Reward Programmes
• Use
• Communicate
Often
•
•
Offer Larger units
Package Products
•
•
Increase Prices
Outsourcing
Strategies
• Two For One
• New Customer
• Deliver Better
Service
•
Together
Increase Price
• Use No Or Low
Cost Distribution To Gain
Thank You Letters
• Referral Fees
• Loyalty
Programmes
• Change Product
Profile Upmarket
• Efficiency &
Productivity Explosive
• Customer
Recommendations
•
•
Private Viewings
Service Contracts
• Newsletters
30. Plan of Engagement - 3
Step 3: Implementation and Review
Set up channels and customer relationships
Support client with meetings
Review Strategies and Processes
Current State Desired State
31. Two Delivery Models
Customised Engagement:
Scoping
Assessment
Planning
Implementation
Programmes / Training:
Presentations on specific topics
Programmes
Workshops (e.g. Developing a Value Proposition)
NOTE: Implementation is not tied to Vision to Profit consultants
32. Relevant Vision to Profit
Offerings
• Developing a Value Proposition
Workshops •
•
Defining a Marketing Plan
Defining a Sales Strategy
• Managing Your Sales Pipeline
• Marketing Implementation and
Management
Consulting • Developing and Managing a
Sales Pipeline
• Align and Manage Your
Business for Growth
33. Outcomes
Increase in sales, build on solid foundation
Management structures in place
Return on investment
Growth justifies specialists in the workforce
34. WORKING TO MAKE YOUR BUSINESS SUCCEED
Services ready to go
Clients signed up to the programme
Your Feedback Is Appreciated!
Want to be a Guinea Pig?
Need More Information?
Tibbs Pereira (01) 810 6600 / 087 647 1017
tibbs.pereira@v2p.eu