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If your business doesn't stand for something get lost and stop wasting everyone's time
 

If your business doesn't stand for something get lost and stop wasting everyone's time

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A story about how companies with a compelling business purpose flourish by creating devoted customers

A story about how companies with a compelling business purpose flourish by creating devoted customers

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    If your business doesn't stand for something get lost and stop wasting everyone's time If your business doesn't stand for something get lost and stop wasting everyone's time Presentation Transcript

    • If your business doesn’t stand for something f thi get lost and stop wasting p g everyone’s time
    • The case for building a compelling business purpose Ray Algar, Strategic Marketer Oxygen C O Consulting li Leisure Industry Week Conference UK September 2009
    • You’re going to love or g g hate this presentation
    • A business that knows why it exists can seize future opportunities
    • Some companies take the p purposeful road – others don’t
    • No of Failed UK Businesses 39,000 2010 Estimate 36,000 2009 22,600 2008 16,000 2007 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
    • ? That’s 1 in 50 UK companies
    • 36 UK restaurants/bars went / bust every week during 2008
    • No of Failed UK Private Health Clubs 2009 ? 2008 96 2007 112 2006 121 2005 132 2004 61 2003 68 0 20 40 60 80 100 120 140
    • ? 1 in 45 UK private health clubs failed in 2008
    • Why do businesses fail?
    • Management failures
    • Loss of market
    • Will these companies be p missed by customers?
    • The world never misses mediocre companies
    • “A lot of company strategies are generic, bland, ambiguous, vague uninteresting and undifferentiated” undifferentiated Professor Dave Rendall
    • Does the world still need video stores?
    • …or book stores? or
    • …traditional estate agents? traditional
    • …or travel agents? or
    • The web is fundamentally disrupting many traditional business models
    • Why this matters
    • Meet M t Jill
    • Jill is surrounded by choice y in her life
    • 36
    • 37
    • 38
    • 39
    • Jill often finds the choices traumatising 40
    • Jill’s problem is that many p y products look very similar
    • Brighton Gym Leeds eeds Gym London Gym 42
    • Something out of the ordinary is required to grab Jill’s attention
    • Meet Rainer Schaller McFit CEO
    • 46
    • Growth of McFit Budget Clubs 7222 2009 780,000 6931 2008 700,000 6180 2007 550,000 , 6118 2006 416,000 416 000 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Members/Club Members 47
    • ‘Create a business we can be proud of’
    • Create a drinks company that makes it easy for people to be healthy
    • 100% fruit – no compromise
    • Authentic to the core
    • 10% profits donated fit d t d
    • Loved by customers
    • Is Innocent flourishing?
    • 2 million drinks sold each week
    • 65% UK smoothie market share
    • £100 million t illi turnover
    • £6 million profit illi fit
    • From nowhere to the world’s world s third largest phone maker in g p two years
    • This club chain h i collected 26 tonnes of food for young mothers and babies
    • Is this the world s most world’s environmentally friendly y y health club? 64
    • Joe wanted to make Gainesville the healthiest place to live in the USA
    • Customers love these companies
    • If they closed they would y y be genuinely missed
    • Can this be said for the majority of businesses we experience?
    • Fit Bodies Ltd Who misses medicore companies?
    • Does the world need a water brand just for dogs?!
    • Eddie Izzard has just done j a remarkable thing
    • Is this the world’s first free gym?
    • So, what , does your business stand for?
    • Stand for something or fall for anything
    • This company has p y generated buzz
    • The web allows remarkable things to spread rapidly
    • Who i R Wh is Ray Algar? 88 Al ?