This document outlines a system to help companies of all sizes determine their path forward after the disruption of COVID-19. The system includes 5 modules: 1) Assess the organization's health before COVID, 2) Take stock of current assets, 3) Consider options for the future state and choose one, 4) Create an action plan with specific steps, and 5) Assess results and make adjustments if needed. Module 1 provides examples of assessment areas like industry growth, customer base, demand generation, and business results. Companies would discuss each module to gather data, evaluate options, develop plans, and ensure ongoing monitoring. The goal is to help organizations make decisions in a flexible, participatory, and action-oriented manner during an uncertain

1. Deliver Results Today. Sustain Them Tomorrow
Deliver results today. Sustain them tomorrow.
MAPPING THE FUTURE
• Version 1.0 , July 2020
© 2020 Cathy Fischer. All rights reserved.
Chart Our Course Post Covid-19
INTRODUCTION

2. Deliver Results Today. Sustain Them Tomorrow
Purpose And Premise
• Covid 19 is a disruptive intervention in our lives and businesses
• Companies of all sizes and across all industries need to determine what to do next
• Expert advice to respond to this need is available in the market, but it may be:
• Too high level/theoretical
• Too expensive/slow
• Question: what if there was a system – a set of processes and worksheets -- that companies of all
sizes could use to determine their own destiny?
• The requirements of this system:
• Down To Earth . . . Avoid jargon, get to the core of the issue
• Invite Participation . . . The real value will be in the discussion the tools facilitate
• Flexible . . . Able to be used effectively no matter how much/little data is available
• Generate Action . . . Get quickly to the outcome

3. Deliver Results Today. Sustain Them Tomorrow
System Modules
• Module 1: Baseline – Assess organization’s health before Covid 19
• Module 2: Impact – Take stock of current assets
• Module 3: Options – Consider choices for future state; choose one
• Module 4: Action Plan – Move forward with specific steps
• Module 5: Adjust – Assess results, change course if needed

4. Deliver Results Today. Sustain Them Tomorrow
Measure Baseline Review Impact
Option 1: Shut
Down
Option 2: Remain
In Current
Business
2A: Press Your
Advantage
2B: Shed
Unproductive
Parts
Action Plan
Review and
Adjust
2C: Join Forces
Option 3:
Reinvent
Here’s How It Works. . .
(Base version, takes about 6 to 8 hours of discussion)
Data can be
gathered in
advance in a
day or two
Five 30-
minute work
sessions, can
be done as a
group or
assigned out
to individuals
TEAM DISCUSSION
2-hour work session,
to choose an option
Can be
assigned out
to individuals;
then 1-hour
team work
session
Monthly 1-
hour team
follow up

5. Deliver Results Today. Sustain Them Tomorrow
Module 1: Baseline
Vital Statistics:
1. Industry Growth
2. How The Business Runs Today
3. Current Paradigms
4. New vs Existing Customers
5. Customer Concentration
6. Demand Generation Funnel
7. Demand Generation Tools
8. Supply Metrics
9. Supply Process
10. Business Results
Was Strong
and Stable
Was Strong
and
Growing
Fast
Was Weak
and
Declining
Was Small
and
Growing
Then conclude which of these best
described your business at that time
Assess organization’s health
going into Covid 19

6. Deliver Results Today. Sustain Them Tomorrow
Module 1: Summary
(Example)
Topic Conclusion
1 Industry Growth Our market is growing at about 5%; our main competitor is growing at 10%, so they are gaining share
2
How The Business Runs
Today
We are a regional company serving the Northeast US with premium priced products that we sell through wholesalers to customers. In 20 years
we have not changed our basic business model
3
Paradigms The industry has always believed that our type of product must be sold face to face because it’s complicated. If someone figures this out, it would
be a major advantage.
4
New v Existing
Customers
An acceptable 30% of our customers are new, but we are not increasing sales to our existing customers
5
Customer
Concentration
We are not overly dependent on a few customers, but we are only reaching out to two different types of customers
6
Demand Generation
Process
We do a pretty good job securing initial interest, but we struggle to convert the interest into qualified leads and turn them over to sales
7
Demand Generation
Tools
We have good Display presence online, but we are limited in our content and we haven’t ever considered giving away samples of what we can do
for customers
8
Supply Side Metrics We have improved our delivery time, and the accuracy of our orders. But we should speed up the time between when the customer places the
order and we fulfill it, which they would like
9
Supply Side Process We use most of the supply processes, such as scenario forecasting and inventory management, but we only use them during the peak business
period.
10
Business Results We are only growing sales at 1% in a market that is growing 8%, so we are losing share. Cost control is good, but we haven’t been increasing
our marketing spend significantly because we aren’t sure how to measure the return from it. Cash is strong, although the majority of our cash
came from a loan we took out the year the business opened. Our main product line is over 80% of our sales. and our secondary line could be sold
to existing and new customers.

7. Deliver Results Today. Sustain Them Tomorrow
Module 1: Putting A Pin In It
Was
Strong and
Stable
Was
Strong and
Growing
Fast
Was Weak
and
Declining
Was Small
and
Growing
Weak
Strong
GrowingDeclining
Pace of Growth
BusinessStrength

8. Deliver Results Today. Sustain Them Tomorrow
Process Design
Packaged
Goods
Durable
Goods
Retail
I have been privileged to work with great people at
great companies like P&G, Newell, Goodyear,
AkzoNobel, and Signet Jewelers.
My career has enabled me to take classic packaged
goods Marketing principles and apply them to many
different industries, from mascara to plastic totes to
paint to diamond jewelry.
If you would like to connect, please reach out to
me on LinkedIn.
Thank You!
Cathy Fischer
Deliver Results Today. Sustain Them Tomorrow.