Business people - how to build a technology architecture

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Presented at PodCamp 2012 and as such the material is a little scandalous to tailor to the audience.
This is a power point that explanins how a business person can put together and evealuate their business technology within a system. It's appopriate for anyone trying to put their data into a system to run their business better and is suggested for those who want to be more effective at communicating with IT and IS staff.

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  • If the answer is nobody, you’re in trouble. Big TroubleAll these words:SCALE * SIMPLIFY * GROW * SELL * BUILD EQUITY * LEVERAGE * MERGE * ACQUIRERequire a process(Click)A repeatable oneThese words: FAIL * BANKRUPT * PLOW THROUGH * MANAGE * COAST * GETTING TO ITDon’t require a processIf you’re “managing” it, no one else can sit in your chair(Click)Today we’re going to talk about how systems can help every single business – soloprenuers included.(Click)
  • If you were going to sell your business right now – what is worth the most about it in the valuation?IP and Hard AssetsData PeopleTech – this really means methodology (balancing a checkbook by hand)SystemsThey don’t all have to be powered with technology – but why wouldn’t they be?Now we don’t have to do business that way – so stop.
  • People use data to generate revenue – who to call to sell to or collect from?People use technology to reduce expenses – how to do this faster, cheaper or better?
  • They don’t all have to be powered with technology – but why wouldn’t they be?The old woman who is doing the pizza shop books in a paper ledger for the last 20 years IS the technology and the peopleNow we don’t have to do business that way – so stop.
  • This is the marketing processIt generates data, it requires good people and there are technologies to help power it.Social Media falls into this categoryYou don’t need my help to google which tools you need
  • This is the sales processIt generates data, it requires good people and there are technologies to help power it.CRMs fall into this categoryWe’re launching a new product in the next month called CRMchooser.com – it’s an algorithm to help match you to the correct one
  • This is the operational processIt generates data, it requires good people and there are technologies to help power it.Ecommerce Sites, Time Tracking, Project Management, Platforms and Intranets anything you need to deliver the product falls into this category
  • They don’t all have to be powered with technology – but why wouldn’t they be?The old woman who is doing the pizza shop books in a paper ledger for the last 20 years IS the technology and the peopleNow we don’t have to do business that way – so stop.
  • “Followup is 90% of the business” You can’t follow up without good data and the technology to help you report, slice, dice, analyzeHumans screw it upTherefore, you’re leaving 90% of the business on the table.[CLICK]This analogy works really well when we talk about email marketingBut then let’s apply it to human interaction – like meeting someone todayAnyone in a relationship business?
  • Costs, other software that needs to plug inOf course this affects staffing decisions tooDon’t automatically think “employees” when we talk about HR – it’s about managing resources, subcontractors tooYou have a guy to manage your finances, an intern to type in your data, etc – labor is one of the most expensive costs a business can bear so it has to be considered.
  • This inhibits your ability to scale and to sell your data set with the company
  • Business people - how to build a technology architecture

    1. 1. WARNING:THIS SESSION MAYTEACH YOU HOW TOBE PROFITABLERor SANER
    2. 2. Who can do your business?
    3. 3. DataPeople Tech=System
    4. 4. 2 Paths to ProfitGeneratingRevenueReducingExpensesDataPeople Tech
    5. 5. Systems NeededWay toMeetPeopleMatchClients toProductsCreateProductsor ServiceSpendand GetPaidManageRisk“CYA”ManagePeople
    6. 6. MarketingWay toMeetPeople
    7. 7. SalesMatchClients toProducts
    8. 8. OperationsCreateProductsor Service
    9. 9. Legal and ComplianceManageRisk“CYA”
    10. 10. Human ResourcesManagePeople
    11. 11. FinanceSpendand GetPaid
    12. 12. Systems NeededWay toMeetPeopleMatchClients toProductsCreateProductsor ServiceSpendand GetPaidManageRisk“CYA”ManagePeopleMarketing Sales OperationLegal HR Finance
    13. 13. 10%90%Match Clients to ProductFAIL%ofSales
    14. 14. PLAN your Tech
    15. 15. Total Cost of OwnershipContactManagerTrack Leadsand ProspectsImport fromQuickbooksHave Custom AppsIntegrate with Quickbooks$60/yr/user$300/yr/user$780/yr/userSalesforcePricingLevels$1500/yr/user + $3K$2700/yr/user + $5KWhen do mostpeople discover this?After their 90 day trialis up and their info isalready in there.Let’s Buy Salesforce!•We’re a simple company, we don’t need a lot of bellsand whistles.•There are 3 of us who need to access it + 1 admin.•Linkedin Integration would be nice and really just aplace to remember when to call prospects.•And something that connects to the quickbooks sowe don’t have retype all the info when they becomeclients.Easy Peasy, Right?
    16. 16. Total Cost of OwnershipTraditional Data StructureCallnotesCallnotesDocsCompanyContactPhone EmailAsstWebHighrise “Simple” StructureCompany“Notes” and“Docs”ContactContactInfoWhen do mostpeople discover this?When they need toget their data OUT.Usually, quickly.Goes toMemoParseneededGo Cheap – Go Highrise!•We like the idea of having a project managementsystem and a CRM that’s automatically connected.•We think “simplicity” and “look and feel” areimportant.•Price is really important to us. Free is great!•Those 37Signals guys are rad – and funded – theyare on to something.Easy Peasy, Right?
    17. 17. Danger of Specialties★ Ask a wordpress developerhow to solve your problem– guess the answer?★ Ask a PHP developer howto solve your problem –guess the answer?★ Ask a SAGE ACTconsultant how to solveyour problem – guess theanswer?
    18. 18. Platform v. Code★ Carpenters use hammers. Developers writecode.
    19. 19. Configuration is Key
    20. 20. Stay in the Stack
    21. 21. “Integration” vs. Import★ Nothing “integrates” with linkedin – ormailchimp either★ If a CSV is involved, it isn’t an integration
    22. 22. Elements to ConsiderComplete Pending
    23. 23. Know Data Flow
    24. 24. What are the People Doing?★Hint: “People” can beinterchanged with “Process”when your business isn’tstandardized by technology★“Customer” of each process★Shit flows downhillYES, Soloprenuer –you are a PEOPLE!
    25. 25. When the bestmarketing wins,you lose.If your graphic designer pickedyour business technology,you’re in trouble.
    26. 26. What are you trying to DO?★ Everyone saying you needfacebook as a marketing tooldoesn’t make it true.★ The same goes withsalesforce and quickbooks.★ For you, each of the sixsystems work well if…★ Get paid on time, havecontracts signed and stored,manage your SEO
    27. 27. Don’t move toomuch cheese“It must be remembered that there is nothing moredifficult to plan, more doubtful of success, nor moredangerous to manage than a new system. For theinitiator has the enmity of all who would profit by thepreservation of the old institution and merely lukewarmdefenders in those who gain by the new ones. ”― Niccolò Machiavelli
    28. 28. Ask Me QuestionsAmy LarrimoreCEO and Chief Strategistwww.amylarrimore.comManaging Partnerwww.empirebuilders.com

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