growth - the forum way
DESCRIPTION
Business Analysis & DevelopmentTRANSCRIPT
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Alison MooreKingston Maurward Business
11th January 2011
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Why me – a brief biography
Why Kingston Maurward – what we are
Forum 21 Business Development – case study
Next steps
Any questions
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Business Development 20+ years
Run my own business – sole trader
SFEDI Business Advisor accreditation
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Not just an ‘Ag’ college
Outdoor Adventure trainers
Hospitality Venue – including Weddings
Equine competition venue
Commercially viable Farm
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WHO
WHAT
WHERE
HOW
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It’s a diagram
Breaks the alpaca down into bite size
chunks
Some aspects easier than others
8 core segments
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Lifestyler◦ Perspective of self – independent, creative, outside
mainstream
Survivalist◦ Not risk takers
Limited Growth◦ Superb ‘doers’, need control, family dimension
High Potential◦ Opportunity driven, often team based
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Labour
◦ Acquire low cost labour/ add further value to move up market
Material
◦ Acquire cheap material/ mechanise ie Ebay, Last Minute
Machine
◦ Design for cost & value (Dell, Ryanair & related supply chains)
Knowledge
◦ Exploit Research & Development; Marketing (Apple, Dyson,
Beckham)
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Stage 1 – Start Up
◦ Credibility – financiers, customers, suppliers, staff
Stage 2 – Cash Crisis
◦ Overheads need servicing, outgoings exceed incomings
Stage 3 - Success
◦ Consistently cash flow positive and profitable, choice – consolidate vs grow
Stage 4 – Take Off
◦ Management Team/structure & funding to grow
Stage 5 – Maturity
◦ 3 Ss
Strategy, Structure, System must evolve
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Practice/Performance
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4 Questions:◦ Where are we now?
◦ Where do we want to get to?
◦ What do we have to do to get there?
◦ How do we make sure it happens?
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4 Answers to
4 Questions:◦ Where are we now? Forum 21 Diagnosis◦ Where do we want to get to? Your Vision◦ What do we have to do to get there? Action Planning◦ How do we make sure it happens?
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Bulls eye
Flight Path
Destination
Support
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Business has been around a while and was
doing ok – however changing situation –
new competitor – danger of going back to
stage 2
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Add more Value/Cut costs or both
◦ Restores competitiveness
Consider Marketing/Service/Innovation/Design
◦ Add further value
Proactive Marketing
◦ Segment; 4P’s: Price, Product, Place, Promotions
Entrepreneurial Type
◦ Energy & emotional commitment to be restored to original level
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Ask the 4 Questions
Ask for support/guidance
Don’t think change – do change
Any Questions?
Thank you