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CSME Irrefusable Offer Seminar October 2012 Glasgow
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CSME Irrefusable Offer Seminar October 2012 Glasgow

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Slides from the October 2012 Glasgow Competitive SME seminar: Introduction to the Irrefusable Offer.

Slides from the October 2012 Glasgow Competitive SME seminar: Introduction to the Irrefusable Offer.

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  • 1. : Agenda1. Welcome and Introduction (David Hood, Competitive SME)2. Opportunity or Armageddon? Ready for the Economic Upswing? (Jim Henderson, Shirlaws)3. The 7 Stage Process to Competitiveness and the Irrefusable Offer (Brian Canavan & David Hood, Competitive SME )4. Collaboration for SMEs (Jim Mather, former Minister for Enterprise, Scottish Government)5. Panel Session
  • 2. Opportunity orArgmageddon? Jim Henderson Partner, Shirlaws
  • 3. UK GDPPercentage points 2.0 1.5 GDP 1.0 0.5 0.0 -0.5 Services -1.0 Construction -1.5 Production -2.0 Agriculture -2.5 2007 2008 2009 2010 2011 2012 Source: NAB
  • 4. UK GDPPercentage points 2.0 1.5 GDP 1.0 0.5 0.0 -0.5 Services -1.0 Construction -1.5 Production -2.0 Agriculture -2.5 2007 2008 2009 2010 2011 2012 Source: NAB
  • 5. UK GDPPercentage points 2.0 1.5 GDP 1.0 0.5 0.0 -0.5 Services -1.0 Construction -1.5 Production -2.0 Agriculture -2.5 2007 2008 2009 2010 2011 2012 Source: NAB
  • 6. External Charts
  • 7. The “W”
  • 8. Time To Get PositiveThe business owner who’s educated, confident and secure about theeconomic cycle will be preparing their business for the next boom.It’s this preparation over the next 12-18 months that’s business critical inmaximising the benefits from the next boom.• Get your numbers right – prepare and plan• Get your timing right – match your business stages to economic phases – investment returns take time• Get your culture right and reconnect back to your vision• Packaging and IP development• Distribute into distinctly defined niche markets
  • 9. V=PxM
  • 10. Multiple4.0 V7 Scale2.0 V6 Brand – Brand Architecture1.5 V5 Channel Extension1.3 V4 Product Innovation1.2 V3 Systems & Infrastructure1.1 V2 Culture & Talent1.0 V1 Industry Benchmark (norm)0.9 Costs0.8 Revenues0.7 Assets0.6 Liabilities0.5 Management Team0.4 External Factors
  • 11. 19301957 1973 1990 2001
  • 12. • “Move fast and break things”. Mark Zuckerberg• "Innovation has nothing to do with how many R&D dollars you have. Its not about money. Its about the people you have, how theyre led, and how much you get it.“ Steve Jobs
  • 13. Time To Get PositiveThe business owner who’s educated, confident and secure about theeconomic cycle will be preparing their business for the next boom.It’s this preparation over the next 12-18 months that’s business critical inmaximising the benefits from the next boom.• Get your numbers right – prepare and plan• Get your timing right – match your business stages to economic phases – investment returns take time• Get your culture right and reconnect back to your vision• Packaging and IP development• Distribute into distinctly defined niche markets
  • 14. More help to get ready for recovery…now• Use the resources at www.shirlawscoaching.co.uk – Test where you are on Stages… is your business ready to grow? – Test your attitude to entrepreneurial Risk.. are you ready to innovate? – Read the articles and thought papers.• Register for our newsletters and download “More Money, More Time, Less Stress” “A roadmap for making your business brilliant again” FT’s Mike Southon• Buy me a coffee
  • 15. Jim Henderson@JimatShirlawsjhenderson@shirlawscoaching.com
  • 16. 7 Stages to Creatingthe Irrefusable Offer David Hood Brian Canavan Competitive SME
  • 17. © Copyright David Hood / Competitive SME
  • 18. © Copyright David Hood / Competitive SME
  • 19. : the 7 STAGES1. Strategy & Objectives2. Quick Gains3. Current Competitive Status / Engagement4. Possible Competitive Advantage / True Value5. Prepare for Launch Success6. Refinement & Impact: Maximising Revenue7. Sustaining your Edge © Copyright David Hood / Competitive SME
  • 20. Example ofCompetitive SME tools... 1Simple de/re-construction of your Proposition © Copyright David Hood / Competitive SME
  • 21. : De/Re-CONSTRUCT© Copyright David Hood / Competitive SME
  • 22. : De/Re-CONSTRUCT• Reactive • Proactive• Resource focus • Opportunity focus• Legacy processes • Adaptability / Resilience• Defined by industry • Defined by market• Make as much as we can • Offer as much value• Make to and for margin • Make to need, order and demand © Copyright David Hood / Competitive SME
  • 23. Example ofCompetitive SME tools... 2 Using the Proposition Accelerator Tool (P.A.T.) © Copyright David Hood / Competitive SME
  • 24. : P.A.T.PropositionAcceleratorTool:... the simple andultimate test! © Copyright Brian Canavan / Competitive SME
  • 25. Example ofCompetitive SME tools... 3 the ultimate objective: The Irrefusable Offer © Copyright David Hood / Competitive SME
  • 26. The Irrefusable Offer: Changing the CurrencyWhat to Change What to Change to How to Change (Currency)Rolls-Royce: Keep the engines upEngine downtime costs a in the air; (‘performance ‘Power by the hour’lot of money to the client based logistics’)First Class Physiotherapy: Stop people getting hurtThe point of interaction rather than waiting for ‘Reduce absence’and reference for the them to get hurt; caring!problem of staff absenceLaboratory Services: Do not charge the way theWe charge more than the ‘Helping shift product for industry does, always has,competition and are not the client’ and always willseen as worth the money © Copyright Competitive SME
  • 27. Collaboration Jim Mather Gael Ltd.
  • 28. Jim MatherChairmanGael Ltd.
  • 29. Jim MatherCollaboration for SMEs
  • 30. My Messages• Collaboration is a great survival strategy• Competition is overstated and has been perverted• Time for a new Beginning that resuscitates Trust © Copyright Jim Mather - Gael Ltd
  • 31. Two Problems with Collaboration• Historical Connotations• The Victory of “Competition is best” lobby – Competition - definition: The activity or condition of competing – Competitive - definition: Having or displaying a strong desire to be more successful than others – Arguments: • Competition has been overstated as a force for good, perverted & hijacked in some cases against the real economy and the consumer • “Competition” often means “Lowest Price”
  • 32. W. Edwards Deming  The Book  The 14 Points  Point 1:  Create constancy of purpose toward improvement of product and service, with the aim to become competitive and to stay in business, and to provide jobs.  The Case for Collaboration  It’s synonymous with Optimisation  An attribute of the “competitive” © Copyright Jim Mather - Gael Ltd
  • 33. Moving Target Worthy Altruistic Unifying Goal Involvement of Active Constant Referral to external people and Maintenance of Community Interest organisations that could Relationships and “Contribute or BenefitFrom” the success of the Community Involvement “System” Determination to constantly optimise the whole system Charles Ehin © Copyright Jim Mather - Gael Ltd
  • 34. Professor Ken Cloke’sLadder of Unity Collaboration Experience Relationship Fair & Open Processes Unifying Worth Goal Opposition © Copyright Jim Mather - Gael Ltd
  • 35. CollaborationBlending the Three Mind-sets H1 – Status Quo – Business as Usual H2 – Gradual Evolution of Existing Business H3 – Radical Departure from Existing Business Model © Copyright Jim Mather - Gael Ltd
  • 36. WHAT THE HOPPER BROTHERSOBSERVEDThe Puritan Gift
  • 37. Likely reasons why change & innovation & change programmes failFuture SME 2011 © Copyright Jim Mather - Gael Ltd
  • 38. Likely Drivers of InnovationSteve Johnson – Where Good Ideas come from © Copyright Jim Mather - Gael Ltd
  • 39. Current Issues with Competition• For Real Economy Businesses - Waste, Duplication – Margins decimated – High Attrition Rate• Nations – People, Communities & Countries left in lurch• Consolidation and creation of Monopolies – David Korten – Nightmare Scenario• Small number of Beneficiaries:- – Financial Markets – Professions – Legal, Accountancy, Purchasing• Countries rejecting the Washington Consensus – Getting better results than compliant nations © Copyright Jim Mather - Gael Ltd
  • 40. The Case for a Two-Legged Walk - The Genius of Dee Hock © Copyright Jim Mather - Gael Ltd
  • 41. Collaborate with whom?
  • 42. How do we do it?• Take Margaret Wheatley’s advice• Blend Competitive & Collaborative Strategies – Reject the Race to the bottom – Take pride in offerings and prices• Read:- – The Shell Scenario Planners • Ari de Geus and Adam Kahane – The man that studied how Toyota did it • Mike Rother – The Hopper Brothers’ Hero • William B. Given• Resurrect Deming• Put the systems in place to move beyond good intentions – Commitment to Quality, Continuous Improvement and Challenging Orthodoxies – Quality Management Systems – Collaboration Tools © Copyright Jim Mather - Gael Ltd
  • 43. Other Questions• Can we create such a blend:- – Locally? – Nationally?• Will Horizon 2020 Drive behaviour?• Can we educate:- – Purchasing Managers? – The Accountancy Profession?• And avoid The City and Wall Street creaming off the profits? © Copyright Jim Mather - Gael Ltd
  • 44. Want to join in?davidh@mymarketinglife.combrian.canavan@aperturemarketing.co.uk @competitivesme