20 tips for your 2020 plan - orb services · clients! too many people are trying to run a marketing...

20 planning tips to make 2020 your best year so far.

http://www.orb.services/business-plan

CLARITY of direction

activity with PURPOSE

RESULTS that matter

Think as far out as you can…and look at:

• Problem you solve

• Products / services you do it with

• Revenue / profit you require

• Geographical reach you work in

• Size of your team

• The role YOU want to play




RESULTS that matter

Chances are your long term goal will take more

than 12 months. So bring it back to what a

successful year would look like.

Use the same categories as long term. Just shape

the goals to be realistic for the next 12 months.

Write this down to reinforce it.

You can’t hit a target you don’t aim at.




RESULTS that matter

Simplicity

Ability to Scale

The more complex, the more difficult. You have to

make things as SIMPLE as possible.

Simple is not the same as easy.

Look at any of your systems, processes, goals,

messages or people and look for complexity which

can be removed to make things easier.




RESULTS that matter

There are only a handful of ways to grow. Be clear about

what yours will be. If you’re going to adjust your price, the

end of calendar year can be a great time to roll this in.

• Sell more of the same products at the same price

• Same volume but at a better price

• Diversified product suite to add more value

• Reduced costs / improved efficiency

• Combination of the above




RESULTS that matter

Revenue

and

Profit

Resources

Where would you plot your products or services?

Make sure you’re making an informed decision

about where to put your resources.

It’s a lot easier to double something that is rolling

with a lot of momentum already.




RESULTS that matter

10% error in your price could be costing you

30-50% of your final profit!!

Get your price point right before you worry

about trying to increase the volume.




RESULTS that matter

Business is HARD. No two ways around it.

You don’t have to be one of those stupidly fake

happy people. You just need to find some fun,

satisfaction, joy and purpose in it somewhere.

If you’re just going through to motions, your staff

and customers see this, and they won’t like it.


Now that you know:

• Where you’re off to

• Which products will get you there

• Your price point is where it needs to be

• How to enjoy the process

Let’s look at some of the low hanging fruit in your existing operations.

Benefits here can make an immediate impact to your time and finances.

www.orb.services/business-plan




RESULTS that matter

Simon Sinek wrote a

whole book on this, don’t

re-invent the wheel.

Improving your clarity here will help you

communicate better with your clients.

Better coms > Greater Interest > Increased enquiry (from the right people)




RESULTS that matter

LeadOngoingSupporting

Chances are you can do a lot for your clients,

but WHERE DO THEY START?

Be specific about solving ONE problem with ONE product.

This will help you build the trust you need to get people

on board. As you build trust and credibility, other options

will appear to add value through additional products.




RESULTS that matter

If you don’t have this mapped out, you can’t train staff, measure efficiency, identify

road blocks, communicate clear ‘next steps’ for customers, and the list goes on.

Many times this lives in an owners head. If you can extract it, and then focus on how

to improve this for the customer, it will set the basis for continual improvement.

Where do

they hear

about you?

What does

the enquiry

process look

like?

When do they

make a

financial

commitment?

How do you

deliver your

products /

services?

What happens

once they’re

a happy

customer?




RESULTS that matter

What happens to your customers after they have done

business with you? Look to establish the following:

1. Can you improve your return rates?

2. Are there additional products or services they could

benefit from (don’t just expand for expanding sake)?

3. Can you improve how you show thanks to them for

spending money with you and show appreciation?




RESULTS that matter

There are three types of systems. Using

the right one, at the right place creates

fluidity. The wrong one creates chaos!

1. Step by Step

1. Think original production line, minimal thought by

those following out the process

2. If, Then

1. Allows for multiple scenarios but can become

overly complex quickly with too many branches

3. Outcome based

1. Outcome + guidelines promote responsibility to

achieve an outcome with flexibility around ‘how to’




RESULTS that matter

Every time you tell someone what to do,

you give them permission to switch their

brain off and leave the thinking to you!!

Stop giving instructions.

1. Set the outcomes you need them to deliver

2. Establish the guidelines they need to work within

to meet cultural and policy expectations

3. Agree on a measure for success or failure?

4. Promote their ownership

5. Continually review and develop this




RESULTS that matter

This is a start, but it fails to give practical

context and understanding to the process

of what’s happening in the business.

Showing people where they

fit within this framework

gives them a context to

what they do and helps to

build accountability.


Stages 8 through to 14 aim to give you:

• Clarity and simplicity in what you’re doing

• Clear processes to follow and an ability to identify wastage

• Increase efficiency through right processes in the right place

• Give staff responsibility, which gives you time back

Now that you have a structure in place, let’s look to load it up and measure performance.





RESULTS that matter

1. Hard Attributes (Age, gender, location,

marital status, job types, income levels)

2. These give you a base idea

3. …

4. …

5. ...

1. Soft attributes like values. Specifically,

what values overlap with your own.

2. What other activities and places are of

interest to them

3. What else do they get up to in free time

4. …

5. ...

If you can afford to do some proper

research here, this can be really valuable.

If you can’t, just spend some time

dissecting your existing customer base

and establish you’re ‘A’ level clients etc.

You have to have a very clear

understanding of who you serve.

Without it, conversion struggles.




RESULTS that matter

1. WHAT do you need to know, which

indicates they are a serious prospect

2. This will vary with customer / product

suite combinations.

3. …

4. …

1. HOW do you establish these things? What

can be done online, what by phone, what

in person. This can save you the

unproductive meetings with tire kickers

2. …

3. …

4. …

5. ...

‘Do you mind if I ask you a couple

of quick questions to get an

understanding of where you’re at?’

The earlier you can establish this, the

smoother the rest of your process will be.

Servicing clients that are not a great fit

creates friction throughout the rest of the

process and is usually an overall loss.




RESULTS that matter

Where can you put your

resources to be most effective?

Start with your own data-base.

The wastage and lack of use with

this is alarming.

Your promotional activity needs to be in touch with your capacity to service

clients! Too many people are trying to run a marketing plan that would suit

Coke, with a capacity to bring on 3 new clients. Keep it realistic!!

Est. key message

to communicate

to that audience

Support with

a customer

success story

Select best

medium to

showcase

Roll out onto

the appropriate

platform(s)

Watch, review

and adapt to

the results

Select your

ideal audience

for an activity




RESULTS that matter

All promotional channels can work. You

will do best following three key priorities:

1. Focus on where your customers are, not

the latest and greatest trends!

2. Pick 1-2 platforms and do them well rather

than 6 half baked, simple is good!

3. You cannot beat consistency, be consistent!

Print and

traditional

Events and

networking

Mobile and

social media

Web based

activity

There is no one right way, you need to select what is

right for your audience and resources.




RESULTS that matter

You get what you inspect,

not what you expect

There will be 3-8 things in your business which are critical to

success. Rather than become inundated with data, spend time

to know what these are, then focus on them.

Operational Pulse Examples

• Sales process, productivity levels

• Customer / staff retention

• Repeat customer / additional sales

Financial Pulse Examples

• Revenue : Profitability metrics

• Key input %’s, labour, etc

• Customer acquisition metrics




RESULTS that matter

Prioritisation and discipline are the pre

cursors for effective time management.

Impact

Resources

Focus on

activity which

would be

plotted in

here.

Plans don’t count for anything without the

ability to execute them. You need to create

the time to focus on the priorities in your

business, or they will fade into the abyss.


To close out, you’ve looked at:

• Who you’re looking for and how to know

• Where and what you can do to generate more enquiry

• How to measure what is important

• Focusing your resources there

It’s time to put it to good use.

Go make something happen!!



Anything in here is only as good as what you do with the information. Just knowing something won’t help you.

It’s knowing AND doing that counts! Failing that, doing and learning!

I started this business to help people succeed in business. If this helps you take a step forward, that’s enough.

If you’re wondering where to start, or questioning other areas. I build these for businesses of all shapes and sizes.

You can arrange a free 45 minute consult here.

Here’s to 2020 being your best yet!

Marty



https://meetings.hubspot.com/martin70

20 tips for your 2020 plan - orb services · clients! too many people are trying to run a marketing...

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