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    1. 1. The Business Value Acceleration ™ Model A faster, more effective means to realizing profitability through marketing due diligence © 2007 Athorn, Clark & Partners, Inc.
    2. 2. The AC&P Value <ul><li>AC&P is a business value acceleration company driving the business readiness — and assuring market relevance — of early stage and stalled B2B companies. </li></ul>
    3. 3. The AC&P DNA <ul><li>A business positioning and communications firm </li></ul><ul><li>B2B expertise </li></ul><ul><li>Process driven by tangible business objectives </li></ul><ul><li>Dedicated team of senior partners </li></ul><ul><li>Provides both strategic direction with program execution and stewardship </li></ul>
    4. 4. <ul><li>Early intervention in order to directly and tangibly impact on a company’s ability to sell product, services, and/or itself — on an accelerated time frame . </li></ul>BVA Defined
    5. 5. Driving BVA: Marketing Due Diligence <ul><li>Ensure market assumptions are grounded in market realities </li></ul><ul><li>Ensure that what you’re selling is what is being bought </li></ul><ul><li>Establish most efficient go-to-market strategy </li></ul><ul><li>Ensure that you have a ‘look and feel’ that is professional </li></ul><ul><li>Ensure that resource deployment is focused on filling the pipeline (i.e., Leads, Leads, Leads) </li></ul><ul><li>Engage faster with revenue opportunities/shorten sales cycle </li></ul><ul><li>Avoid unnecessary burn-through of investment dollars </li></ul>
    6. 6. BVA Impact on Go-to-Market Process Business Idea Start-up Capital Business Plan/ Market Assumptions Funding Sales Channel(s) Established Ready Product for Market Sales & Marketing Initiatives Advertising/ Marketing Communications Support Business Idea Start-up Capital Funding Sales Channel(s) Established Ready Product for Market Targeted Sales & Marketing Initiatives Advertising/ Marketing Communications Support Business Plan: Assumptions Confirmed/ Revised Business Plan/ Market Assumptions TRADITIONAL APPROACH BVA MODEL Start Over: New Assumptions TIME TO PROFITABILITY • Evaluate Business Performance • Revise Market Assumptions • Start Over
    7. 7. BVA Process: From Due Diligence to Qualified Lead Generation Roadblocks Identified Roadblocks Dismantled <ul><li>Business strategy/model </li></ul><ul><li>Understand business perceptions and performance </li></ul><ul><li>Determine/clarify business strategies </li></ul><ul><li>Create platform to reach goals </li></ul><ul><li>Lay the foundation for the brand </li></ul><ul><li>Prioritize the target audience(s) </li></ul><ul><li>Establish success criteria </li></ul><ul><li>Draw the business communication strategic map </li></ul><ul><li>Execute sales support program </li></ul>Market-Facing Value Articulation
    8. 8. The AC&P Portfolio
    9. 9. <ul><li>Electronics manufacturer secures 75% increase in sustained traffic with a re-positioned and re-designed website supported by marketing program. </li></ul><ul><li>From web traffic measured in the 100s, an early-stage risk mitigation company has seen an average 3,500 new visits per month after deployment of strategic marketing program . </li></ul><ul><li>Network hardware company’s sales force posts highest quarterly sales number in company’s history within same quarter as launch of branding campaign . </li></ul><ul><li>Price premium paid for perceived </li></ul>BVA: Proof-of-Concept, Proof-of-Value
    10. 10. <ul><li>Slow-to-no-business growth </li></ul><ul><li>Failure to access the identified ‘no-brainer’ market </li></ul><ul><li>Entry or extension into new markets </li></ul><ul><li>Change of business plan </li></ul><ul><li>Anticipation of liquidity event </li></ul><ul><li>Launch into North America (i.e., outsourced CMO) </li></ul>Engagement Points
    11. 11. Engagement <ul><li>When: ASAP </li></ul><ul><li>How: full strategic partnership with senior drivers/decision makers </li></ul><ul><li>Compensation: Fee Plus Performance-Based </li></ul>
    12. 12. The AC&P Difference <ul><li>Advertising Managers hire Advertising Agencies </li></ul><ul><li>Marketing Directors hire Multiple Marketing Services Vendors </li></ul><ul><li>Lead Investors, CEOs and Directors hire Athorn, Clark & Partners </li></ul>

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