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Strategy

ducttape
September 11, 2014
46

 Strategy

ducttape

September 11, 2014
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  1. Client  Interviews:  Methodology   •  Short,  non-­‐scien9fic  interviews  to  gain

     a  deeper  understanding  of   strengths  and  opportuni9es   •  During  two-­‐week  period,  DTM  interviewed  8  clients  about  a  range  of   issues  that  will  help  us  delve  into  ideal  client  personas  as  well  as  iden9fy  a   clear  point  of  differen9a9on.  Ideally  these  interviews  would  be  done  with   each  target  audience  –  decision-­‐makers,  influencers  and  ideal  customers   for  different  products.   •  These  customer  interviews  are  cri9cal  to  the  DTM  process  and  inform   both  the  Audience  Personas  and  the  Key  Messages.  They  also  help  us  to   understand  Internet  usage  habits  and  key  words  or  search  terms,  which   can  be  useful  during  project  implementa9on.      
  2. Client  Interviews:  Methodology     Persona  Ques+ons:   •  What

     type  of  informa9on  do  you  consume  online?  Podcasts,   ebooks,  newsleOers,  blogs?   •  What  social  networks  do  you  belong  to?   •  Do  you  use  Internet  to  buy  or  research  products?   •  What  would  make  you  ready  to  buy  from  a  company  like  X?   •  What  causes  delays  in  your  purchasing  decision?   •  How  long  have  you  been  with/owned  this  company?   •  What  is  your  job  9tle/role?   •  What  associa9ons  do  you  belong  to?  
  3. Execu9ve  Advisory  Persona   •  Overview:  High-­‐level  execu9ve  for  mid-­‐large

     sized  business;  high   pressure  to  deliver  results;  mul9ple  compe9ng  priori9es.  Highly   visible,  belongs  to  mul9ple  orgs.  Focused  and  excels  at  making   decisions.   •  Priority  Ini/a/ves:  High  achiever  who  recognizes  the  need  for  help   iden9fying  problems  in  the  organiza9on  and  focusing  efforts  on  the   right  priori9es  to  drive  results   •  Success  Factors:  Focused  efforts  to  drive  results   •  Perceived  Barrier:  Budget,  office  poli9cs,  shiZing  priori9es,  lack  of   awareness  of  services  to  advise  on  certain  issues,  afraid  to  ask  for   help   •  Buying  Process:  Networking,  referrals,  internet  research.   •  Decision  Criteria:  Depending  on  the  situa9on  value,  results,  and/or   proven  name/brand  iden9ty  heZ.  
  4. Project  Services  Persona   •  Overview:  Senior  Manager  for  a

     large  organiza9on.                                 Belongs  to  a  number  of  associa9ons,  biggest  presence  is                                   on  LinkedIn,  and  reads  a  variety  of  online  material.   •  Priority  Ini/a/ves:  Has  a  specific  project  need  with  budget  and   scope  approval  that  cannot  be  met  internally.  Need  to  fill  the  gaps   on  their  team  for  the  project  period.   •  Success  Factors:  Finishing  project  on  9me  and  under  budget,  with   consistent  results.  Surround  themselves  with  educated  thinkers.   •  Perceived  Barrier:  When  it  comes  to  making  a  big  purchase   decision  in  the  organiza9on,  there  are  many  stakeholders  that  must   weigh  in.    Clear  proposal  with  cost  benefits  helps  along  with   understanding  the  language  of  the  specific  business.  Also,  budget,   poli9cs,  lack  of  awareness.   •  Buying  Process:  Will  first  search  the  Internet  in  combina9on  with   relying  on  internal  network  for  referrals.    Willing  to  work  with   vendors  that  offer  more  flexible  solu9ons.     •  Decision  Criteria:  Budget,  efficient,  effec9ve,  quality,  delivery  
  5. Methodology Customer  survey  included  ques9ons  that  will  informed  both  Messages

      and  Audience  Personas:     Strategy  Ques+ons:   •  Why  did  you  choose  X  in  the  first  place?   •  Why  do  you  stay  with  them?   •  What  is  the  one  thing  that  X  does  best?   •  What  do  they  do  that  others  don’t?   •  Do  you  refer  X?    If  yes,  why?    If  no,  why?   •  What  could  they/their  products/services  do  for  you  that  they   don’t?   •  What  phrase(s)  would  you  use  to  search  for  their  product/ service/solu9on?      
  6. Core  Difference     “It’s  not  the  strongest  of  the

     species  that  survives,  nor  the  most  intelligent,   but  the  one  most  responsive  to  change.”                      –  Charles  Darwin     •  Flexible    –  Good  decision  makers  that  respond  quickly  while  framing   the  RIGHT  problem   •  Focused  –  Create  a  scope  of  work  that  defines  success  based  on  9mely   knowledge  on  what  is  going  on  in  the  world  within  and  beyond  the   walls  of  the  organiza9ons  we  are  consul9ng  with   •  Innova/ve    –  Lean  to  the  point  that  allows  for  personalized,   innova9ve  solu9ons  that  actually  help  with  a  focus  on  accountability   for  both  sides  of  the  engagement     •  Effec/ve  –  A  high-­‐performing  organiza9on  that  produces  results   comparable  to  large  firms  at  a  beOer  value   X-­‐company   Expertly  nimble  business  consul9ng  
  7. Core  Message:     Expertly  Nimble  Business  Consul9ng.   We

     are  flexible  in  that  we  respond  quickly  while  framing  the  “right”  problem.    We  are  focused  on  the  9mely  knowledge  that   allows  us  to  create  a  scope  of  work  that  defines  success.    We  are  lean  to  the  point  that  allows  for  personalized,  innova9ve   solu9ons  that  actually  help.    We  hold  ourselves  and  our  clients  to  the  highest  standards  of  accountability.    We  are  a  high-­‐ performing  organiza9on  that  produces  results  comparable  to  large  firms  at  a  frac9on  of  the  cost   Execu/ve  Advisory:     “Cypress  Resources  is  personal  and  involved.  They  challenge  me,  help  me  think  outside  the  box  and   iden9fy  the  real  issues  in  my  organiza9on.  With  X-­‐Company  at  my  side  I  can  get  down  to  business  and   get  results”  –  Name   Messaging  focus:  results,  personalized,  innova9ve  solu9ons,  accountability   Project  Services:     “X-­‐company  doesn’t  just  point  out  the  problem,  they  help  me  fix  it.”  -­‐  Name   Messaging  focus:  framing  the  right  problem,  9mely  knowledge,  solu9ons  that  help,  accountability   Messaging  
  8.       We  help  execu9ves  think  outside  the  box.

      We  provide  execu9ves  with  ease  of  mind.     We  help  execu9ves  think  clearly  about  the  strategy  and  the  path  that   delivers  result.   We  help  execu9ves  define  the  problem  and  actually  fix  it.         Expertly  Nimble  business  consul9ng.   Flexible,  focused,  innova9ve,  effec9ve  solu9ons.     Talking  Logo  
  9. Core  Objec9ves/Vision   •  Build  a  $XM  business  in  the

     next  five  years   •  Expand  business  na9onally    
  10. Key  Strategies   1.  Build  audience  awareness  with  high-­‐level  execu9ves

     at   $250M+  companies  of  X-­‐company  and  their  core   difference.   2.  Focus  on  the  Execu9ve  Advisory  product  as  leverage  for   business  growth   3.  Establish  X  as  the  brand  spokesperson  for  X  and  THE   go-­‐to  expert  for  EA  services   4.  Mine  current  highly  sa9sfied  customer  base  to  increase   referral  business   5.  Focus  on  promo9ng  and  acquiring  exper9se  and   business  among  key  industries  including  Financial   Services,  Healthcare  and  Energy  
  11. Key  Marke9ng  Strategies   Increase   Awareness  Among   Key

     Audiences     Focus  on  EA   Product  to   Leverage  Growth   Establish  X  as  an   Industry  Expert   Increase  Referrals   Focus  on  Three   Key  Industries