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1© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceSolving the professionalservices dilemmahow to “productize” serv...
2© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe Entrepreneurial Expert’s conflict1. Build a consulting busin...
3© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe chasm• Consulting is profitable• But it consumes the time yo...
4© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThis presentation1. How we crossed the chasm2. How you can learn...
5© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThen and now• High-cost projects• Difficult client relations• Im...
6© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThree critical realizations1. Unless you’re working with Fortune...
7© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceHow we transitioned1. We dreamed about selling engagements2. We ...
8© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new modelOutsourced Sales OperationsWe’ll design, build ands...
9© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new model• 25% of one of ourconsultant’s capacity• Unlimited...
10© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new model• Recruit young smart people withmanagement (not c...
11© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps1. Identify the day-to-day ser...
12© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps5. Centralize as much work as ...
13© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps
14© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps
15© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps9. Use webinars to generate sa...
16© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps10.Sell Solution Design Worksh...
17© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new modelQuestions?
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Solving the Professional Services Dilemma

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It's hard to cross the divide between consulting and building a traditional (scalable) business. This deck accompanies my upcoming presentation at TOCICO '13 that explains how we did it.

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Transcript of "Solving the Professional Services Dilemma"

  1. 1. 1© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceSolving the professionalservices dilemmahow to “productize” services and build a practice that will scalePresented By: Justin Roff-MarshDate: June 2013
  2. 2. 2© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe Entrepreneurial Expert’s conflict1. Build a consulting business(sell personal exertion)2. Build a traditional business(sell products or packaged services)
  3. 3. 3© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe chasm• Consulting is profitable• But it consumes the time you need tobuild a traditional (scalable) business
  4. 4. 4© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThis presentation1. How we crossed the chasm2. How you can learn from our(often painful) experiences
  5. 5. 5© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThen and now• High-cost projects• Difficult client relations• Implementations that didn’tstick (post project)• Stressful workenvironment• Burned-out team members• Like a drug-addict, lookingfor the next fix!• Low-cost engagements• Appreciative long-termclients• Stable operations on threecontinents• $1.5m in annual sales(and steady growth)• Throughput: 73%• Happy team membersThen Now
  6. 6. 6© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThree critical realizations1. Unless you’re working with Fortune 500companies, selling change-managementprojects is not a business model2. There’s an inverse relationship betweenhigh fees and client sustainability3. To earn sustainable profits, you mustproviding an enduring (packaged) service4. To scale, you must sell religion(an ideology, not a methodology)
  7. 7. 7© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceHow we transitioned1. We dreamed about selling engagements2. We convinced ourselves we weren’t ready(we needed better software, etc)3. We eventually made a decision and wrote adocument describing our service offering4. To our surprise, companies started saying yes5. Old project clients started returning and signingengagement agreements
  8. 8. 8© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new modelOutsourced Sales OperationsWe’ll design, build andsupervise your sales environment
  9. 9. 9© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new model• 25% of one of ourconsultant’s capacity• Unlimited access tocreative team• All sales-relatedtechnology (includingspecial projects)• Recruiting services• Strategic input• Cost• $7,700 a month• Immediate savings• Smaller field force• Eliminate field offices• Fewer managers• Save money oncreative and techClient benefit Client value proposition
  10. 10. 10© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new model• Recruit young smart people withmanagement (not consulting)experience• Pay them $100,000• Sell their capacity for $370,000(4 engagements each)• Maintain consultants as thesystem constraint• Maintain protective capacity insmall creative and technologyteams (and sales and admin)• Give away packagedinformation to build a house list• Promote webinars to the houselist to generate salesopportunities• Sell two-day Solution DesignWorkshops via web conference(never face-to-face)• Deliver SDW face-to-face: sellup to ongoing engagements• Founder sells (all 3 continents)Our operations Our sales
  11. 11. 11© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps1. Identify the day-to-day services you coulddeliver to clients on an ongoing basis2. Design a value-proposition that ensures clientshave no net monthly outlay (from day one)3. Convert one or two existing clients to newservice offering4. Employ a smart, young person and teach themhow to deliver
  12. 12. 12© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps5. Centralize as much work as possible so yourconsultant becomes more of a facilitator6. Adopt TOC as your religion (and use existingmaterials to spread the word)7. Get yourself an EA and take personalresponsibility for sales8. Use pay-per-click advertising to give away(sample) content and build your house list
  13. 13. 13© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps
  14. 14. 14© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps
  15. 15. 15© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps9. Use webinars to generate sales opportunities
  16. 16. 16© 2013 TOCICO. All rights reserved.TOCICO 2013 Conference12 steps: follow in our footsteps10.Sell Solution Design Workshops and encourageyour future clients to redesign their ownenvironments11.Use the initial change-management initiativesas hooks to secure ongoing relationships12.Re-calibrate your definition of your market:geography need not be the barrier you think it is
  17. 17. 17© 2013 TOCICO. All rights reserved.TOCICO 2013 ConferenceThe new modelQuestions?
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