This is an updated management tool that puts some structure around the way companies 'go to market' and find new opportunities

1. Through The Brick Wall:
7 Simple Steps To Grow Your Business
Diane Garfield
T: +44 7836 620439
E: diane.e.garfield@gmail.com

2. The A-P-I Model
Audit Plan
Implement

3. Business benefits
• Smarter thinking/working
• Measure success
• Control

4. Step 1: Macro-economic audit
• Use a structured approach eg PESTLE analysis
− Political
− Economic
− Social
− Technology
− Legal
− Environmental

5. Step 2: Micro-economic audit
• SWOT
− Strengths
− Weaknesses
− Opportunities
− Threats

6. Step 2 cont…
• Two Cs:
− Competitors
• Direct
• Substitution
− Clients
• Demographics
• Other characteristics eg organisational
structure

7. Step 2 cont…
• The Management Mix:
− S (Selling proposition)
− P (Price)
− E (Engagement/promotion)
− C (Community/the stakeholders)
− I (Information systems/processes in support)
− A (Awareness/physical evidence)
− L (Location/where people buy)

8. Business benefits
• Clear understanding of the industry and your
place in it
• Able to define success
• Leading to better decision-making

9. Step 3: Plan your strategic vision
• Define and articulate:
− What business you are in
− What you are setting out to achieve (mission)
− How you see the ‘look and feel’ of the business
over time (including any exit strategy)

10. Step 4: Objectives and roadmap
• Agree SMART objectives and set out the
roadmap to identify:
− Where your business meets the needs of your
marketplace
− Where are the opportunities for growth
− If any operational changes need to take place

11. Step 4 cont… Ansoff’s Matrix
Existing New
products/services products/services
Existing
markets
New
markets
Market penetration Product development
Market development Diversification

12. Step 5: Your Proposition
Foundation to support your proposition and business values
eg testimonials, case studies and biographies
Go-to-market proposition
Business
value
#3
Business
value
#1
Business
value
#2

13. Business benefits
• Clarity of purpose for the whole team
• Success can be defined and measured
• Effective decision-making for
implementation and audit review

14. Step 6: Implement
• Determine and agree investment:
− Time
− People
− Money
• Clarify and identify target markets, eg:
− Sectors
− Departments
− Service offering

15. Step 6 cont…
Develop tactics eg:
• Decide what you can afford to give away for
free and use this as a marketing tool
• Package services to encourage a purchase
decision based on value rather than price
• Multi-tiered engagement model to support the
sales cycle:
Awareness → Interest → Benefits → Desire → Action → Rewards

16. Step 7: Review
• Review measurement parameters against
objectives (Step 4)
• Feedback what you learn into the audit
stage (Steps 1 and 2)

17. The A-P-I Model
Audit Plan
Implement

18. Through The Brick Wall:
7 Simple Steps To Grow Your Business
Diane Garfield
T: +44 7836 620439
E: diane.e.garfield@gmail.com