Presentations During EWPB 2018 - Khaos Control Cloud

Getting Ahead in
Business & the Tech Sector
@AnnaAbrell
#EWPB18

32%
Global gender gap
WEF, 2 Nov ‘17 | https://www.weforum.org/reports/the-global-gender-gap-report-2017

32% 23%
Global gender gap UK gender gap

BBC, 2 Nov ‘17 | http://www.bbc.co.uk/news/world-41844875
@AnnaAbrell
#EWPB18

Why? Globally, women...
● Are more likely to do unpaid or part-time work than men
● Tend to work in lower-paid professions
● Are less likely to be in highly-paid senior roles in companies
● Are strongly under-represented in Engineering, Manufacturing & Construction,
and Information, Communication & Technology
@AnnaAbrell
#EWPB18

If the pay gap was closed...
● The United States could add $1,750bn to its GDP
● France and Germany could add more than $300bn each
● The UK could add $250bn
@AnnaAbrell
#EWPB18

Credentials/expertise
“There aren't that many women with the right credentials and depth of experience
to sit on the board - the issues covered are extremely complex”
“We need to build the pipeline from the bottom - there just aren't enough senior
women in this sector”
“I can't just appoint a woman because I want to”
Gov.uk, 31 May ‘18
@AnnaAbrell
#EWPB18

Stereotyping
“Most women don't want the hassle or pressure of sitting on a board”
“All the 'good' women have already been snapped up”
“We have one woman already on the board, so we are done – it is someone else's turn”
@AnnaAbrell
#EWPB18

Culture
“I don't think women fit comfortably into the board environment”
“Shareholders just aren't interested in the make-up of the board, so why should we
be?”
“My other board colleagues wouldn't want to appoint a woman on our board”
@AnnaAbrell
#EWPB18

The power of events & networking

Do events work? A study
● 2,600 working women across functions and industries attending ‘Conferences
for Women’ in several U.S. states
● Outcomes that occurred in the year after the women attended the conference
● Control group of women who signed up for a conference but had not yet
attended
Harvard Business Review, 3 Feb ‘18 | https://hbr.org/2018/02/do-womens-networking-events-move-the-needle-on-equality
@AnnaAbrell
#EWPB18

42%
Event attendees who received a promotion

42% 18%
Event attendees who received a promotion Non-attendees who received a promotion

Do events work? A study
● 3x the likelihood of getting at +10% salary increase within a year
● 78% of attendees felt more optimistic about the future
● 71% of attendees felt more connected to others
@AnnaAbrell
#EWPB18

Contribute your opinion
Bring new ideas to the table
Get a brag buddy
Ask for a promotion
@AnnaAbrell
#EWPB18

Thank you!
https://developher.org/
https://www.hiremorewomenintech.com/ @AnnaAbrell
#EWPB18

New Look
ATG/Agile PresentationGrowth Workshop:
Building a Successful Strategy
for your Business
Date: 6th June 2018
David O’Brien
Business Doctor

Growth workshop
● Your Business
● Your Story

Strategy
● A strong and clear strategy is what keeps your
business moving in the right direction when the
stresses and demands of each day compete for
your attention and focus.

Strategy
● “Strategy is the bit between your objectives and your business plan”
● Objectives
● Strategy
● Tactics

Take some time out to think about
● What do you want your business to look
like in 12 months time?
● In 3-5 years time?

Spend less time working
IN your business
and more time working
ON your business

● Why
● When
● What
● Where
● How
● Who

Deborah Meaden
● “I think much of my
success comes from taking
nothing for granted and
questioning absolutely
everything.”

Key questions
● Why am I in business?
● What kind of business do I want to be?
● What is my growth goal?
● What will affect the journey?
● What do I need to do?
● AND NOT DO!
● “Strategy is best thought of as what you are not
going to do ”

Step 1 - Understand why you’re doing it

Why are you in business?
● Be selfish for once
● What motivates you?
● What’s the end game?

What motivates you?
● “Money”
● “Making a difference”
● “Getting it right for the client”
● “The type of work I’m doing”
● Where does it end?

1. What’s in it for you?
● Why are you in business?
● What motivates you?
● What is your exit strategy?

Step 2 – What’s really important to you

The Housebuilder
● Perfection
● 100% on time, no snags
Profit
Efficiency, no going back
The Operations Director

IPACT
• Integrity
• Positivity
• Accomplishment
• Caring
• Teamwork

Health
Business
Healthy Life
Happy
Clients
Empat
hy
Applied
Experti
se
Learni
ng
Trust
Harmo
ny
You -
as an
individu
al

Step 3: What business are you in?
Think beyond your product or service
WHAT are they actually buying?
WHY are they buying it?

The title of the business doctors presentation goes here
Purpose
● “People don’t buy
what you do, they buy
why you do it”

“In the factories we make
lipstick and in the shops, we sell
hope”
● Charles Revson
Harley Davidson does not sell motorbikes.
It sells the concept of freedom
to middle-aged men.
“People don’t go into a DIY store
because they need one of our
drills. They go because they need
to make a hole in the wall.”
CEO of Black & Decker

What happens when you don’t know your why …

3. Purpose
● What business are you really in?
● What problem do you solve?

Goals
Growth
• Sales / Revenue
• Profit
• Range of products
• Locations / geography
• People
Control
• People
• Systems
• Finance
• Operations
• Communications

“Stretch goals”
● “I always did something I was a little not
ready to do. I think that’s how you grow.
When there’s that moment of ‘Wow, I’m
not really sure I can do this,’ and you
push through those moments, that’s
when you have a breakthrough.”
● Marissa Mayer, Google & Yahoo

4. Write down a Visionary Goal
● What has your business grown to in 3 years time?
• Sales / Revenue
• Profit
• Range of products
• Locations / geography
• People

Duncan Bannatyne
● “All of our businesses face
hurdles and obstacles. It’s
how we tackle them that
shapes our success”

Look at the Big Picture
● Give yourself “advanced hindsight”
● What might affect your business?
○ Social
○ Technological
○ Economic
○ Political

Ice hockey
● “I skate to where
the puck is going to
be, not where it has
been”
Wayne Gretzky

What “STEP” change creates an
opportunity for your business?
○ Social
○ Technological
○ Economic
○ Political

Market analysis
• Customer
• Products & Services
• Competition
• Supply Chain
• Strategic Partners

Customers
● Talk to your customers to understand them
○ Why do they buy from you?
○ Who else did they consider?
● Who are your most valuable customers?
○ Top 10 customers or customer types (top 20%)
● Who is your ideal client?

Products and services
● Make sure you understand the numbers
○ What is the income per hour & profit
● Bottom 10%?
● Top 20%
● What’s next?

Are you working hard enough?
● "So often people are working
hard at the wrong thing.
Working on the right thing is
probably more important than
working hard."
● Caterina Fake, Co-founder
Flickr, Chair of Etsy.

6 & 7. Customers & Products / Services
Customers
● Why do they buy from
me?
● Most valuable?
● Do I know my ideal client?
Products / Services
Most profitable
Least profitable?
What’s next?

Competition
• Who else do your customers consider buying
from?
• What do they consider doing instead to solve
their problem?

Supply Chain
● Where do you fit?
● Look up
○ Is your customer the end user?
○ How are they changing?
● Look down
○ Are you getting best value?
○ Look to reduce costs

Strategic Partners
● Who can help?
○ From your existing network
○ For goals or new markets

Look in the mirror
GIVE Analysis
– G r e a t
– I m p r o v e
– V u l n e r a b l e
– E d g e

Dragon wisdom
● “You can run a business
any way you like. But you’ll
run it better if you build it
around your strengths”

What is your Edge?
● What makes you different?
● What makes you better?
● Does anyone care?
How do you compete?

Find your edge and stay out of the Killing Fields

2 factors of wowing your customers
ToughBook
Innovative - HP
Direct - Dell
Sexy - Apple
Do customers care – (the ‘so what’ factor)
Differentiating
1. Different?
2. Who cares?
Panasonic launched “The ToughBook” laptop brand, the toughest lap top in
the market giving it a unique position (military, police).

The WOW Factor
Differentiating
Do Customers Care?
The ‘so what’ factor
• Plot the product/services that
you offer and the extent to
which they make you different

The WOW Factor
Differentiating
Do Customers Care?
The ‘so what’ factor
• Plot the product/services that
you offer and the extent to
which they make you different
• The products/services in the
top right sector offer the best
opportunity to differentiate

9. What is your edge?
● What is your WOW factor?

Create a plan?
● Finance & operations
● People
● Sales & Marketing

 Simple
 Highly visible
 Set the direction
A good strategy should be

Sainsbury’s
● Universal appeal
● Fix the basics
● Understand the customer better

10. To move towards my visionary goal …
What should I START doing?
What should I STOP doing?
What should I do
MORE of?
What
should I do LESS of?

“It is our choices, that
show what we truly
are, far more than our
abilities.”
J.K. Rowling
© Mary McCartney 2015

Last word to Deborah …
● “True entrepreneurs never
stop learning from their
own successes and failures
– and from one another.”

Research & Development
Tax Relief

● A government incentive to reward companies undertaking research & development
● Enhanced deduction in calculating taxable profits
OR
● Repayable credit if you are loss making
What is it?

R&D - Definition
"An advance in overall knowledge or capability in a field of science
or technology, (not a company's own state of knowledge or
capability alone)."
HMRC CIRD Manual
It can :
● relate to a trade the company carries on
or
● be R&D from which it is intended that a trade to be carried on by
the company will be derived

But we don’t do R&D!
………….……….Are you sure?

A project which seeks to:
● make an appreciable improvement to an existing process, material, device, product or service through
technological changes
Qualifying projects

A project which seeks to:
● use technology to duplicate the effect of an existing process, material, device, product or service in a new
or appreciably improved way
For example - a product which has exactly the same performance characteristics as existing models, but is built
in a fundamentally different manner
Qualifying projects

Questions you need to answer
● What was the technological advance being sought?
● What uncertainties were encountered during the project?
● How were these uncertainties resolved?
● Why could a competent professional working in the field not deal with this in a
routine way?

R&D - Examples
Packaging Industry
Producing different types of packs to
satisfy more sophisticated customers
Toy Manufacturer
Designing a range of products to
withstand outdoor weather
conditions at a significantly reduced
cost
Classic car restoration
Making parts with modern materials
and techniques that will operate in a
classic car
Medical Industry
Development of skin adhesive
materials which reduce skin damage on
long term exposure
Success is not required. Failure provides prima facie
evidence of technical uncertainty

Is the company an SME?
Taking the organisation as a whole a SME is an organisation with
fewer than 500 employees and either of the following:
● an annual turnover not exceeding €100m
● a balance sheet not exceeding €86m
SME relief not available for subsidised expenditure but SME can claim under large
company scheme

R&D SME Relief Rates
From 1/4/15
CT rate 20%
From 1/4/17
CT rate 19%
Enhancement (%) 230 230
Expenditure (£) 50,000 50,000
Normal tax relief (£) 10,000 9,500
Additional deduction (£) 65,000 65,000
Additional tax relief (£) 13,000 12,350
Repayable credit for loss makers (£) 16,675 16,675

R&D SME - Tax credits
Loss that can be surrended is the lower of:
● The unrelieved trading loss of the period and
● 230% of the R&D expenditure
• Credit payable is 14.5% of the surrendered loss

R&D SME Qualifying
expenditure
Consumables
● Water, fuel and power
● Materials
Staffing costs
● Salaries & Employer’s NIC
contributions
● Contributions to a company
pension scheme
● Expenses
● Indirect supporting activities
Externally provided
workers
● Consultants / specialists
employed
Subcontracted activities
● R&D work outsourced to
external specialists
Software
● Directly, wholly and
exclusively utilised for R&D

R&D allowances for Capex
● This is a form of capital allowance
● 100% relief in year of expenditure
● Includes buildings (but not land)

R&D Large Company Scheme
● Above the line credit of 12% (11% for expenditure
before 1 January 2018)
● It is taxable, but can be deducted from tax bill or repaid
net of tax if loss making
● Subsidies may be received without prejudice to the
claim
● Large companies cannot generally claim R&D on work
subcontracted out to third parties
● Qualifying expenditure rules are otherwise identical to
the SME rules

Any Questions?
Julia Clarke
Wright Vigar
15 Newland
Lincoln
LN1 1XG
01522 531341
julia.clarke@wrightvigar.co.uk
www.wrightvigar.co.uk

Protecting your Critical Assets
Helen Barge, Managing Director
© Risk Evolves Ltd 2018 Unauthorised copying or re-use is forbidden

Not another
presentation
on the GDPR
!
No – let’s
talk Health &
Safety
instead !

A customer conversation ……
 Health and Safety at Work Act – 1974
 Enforced from 1975
 HSE over see the legislation
 Inspections and Audits
 Accountability
 Fines for non compliance
 Director liabilities & prison
 Requirements in the supply chain
 Us to Clients
 Us to our suppliers
 Standards
 Number of days without RIDDOR
 Compensation Culture
Health & Safety is all about the individual !

So was he right ? ……
 General Data Protection Regulation – 2016
 Enforced from 2018 plus UK Data Protection Act
 ICO over see the legislation
 Inspections and Audits
 Accountability
 Fines for non compliance
 Director liability & prison ?
 Requirements in the supply chain
 Us to Clients
 Us to our suppliers
 Standards
 Number of days without breach ?
 Compensation Culture
Data Protection is all about the individual !

How to demonstrate your commitment to
information security and data protection…
Members of the UK Cyber Security Forum
IT Systems Personal DataIT Processes
EU
GDPR
27 Questions
Legal Basis
Consent
Privacy Notices
Requests
Breach Reporting
Any company in the world
holding personal data of a European Citizen
must be compliant by 2018
Cyber
Essentials Scheme
68 Questions
Firewalls
Configuration
Patches
Malware
User Accounts
The Government
wants every company in the UK
to be Cyber Essentials Certified by
2020
IASME
80 Questions
Data Assets
Risk Assessment
People
Policy
Disaster Recovery
Internationally
recognised
alternative to ISO27001
for smaller businesses

So let’s look after our Critical Assets
Our staff, our customers and their data

• GDPR Audits
• Outsourced DPO
• GDPR Critical
Friend
• Certifications
• Staff Training
• Risk Assessment
“Our team bring their
expertise into your business,
granting you the freedom to
innovate and
the confidence to grow”

Thank you
T: 01926 800710
E: helen_barge@riskevolves.com
W: www.riskevolves.com

Big Bold Marketing
Just Like The Big
Brands –
Only On A Budget
@seotrafficlab
@jodieking595
Jodie King

“Your brand is a
story unfolding
across all customer
touch points”
@seotrafficlab
@jodieking595

BAM!
The Moment They Reach
You
@seotrafficlab
@jodieking595
They already have an
opinion.

@seotrafficlab
@jodieking595
How They Reach You Has
Changed

• It is messy
• It is unique to them
• That makes it varied
There are individuals in those
crowds!
A SHOPPERS
JOURNEY
IS NOT STRUCTURED
@seotrafficlab
@jodieking595

You can stand out in what is essentially a
barrage of monotonous crap!
OVER HERE!
@seotrafficlab
@jodieking595

• Too boring
• Too mundane
• Too personal
• Too salesy
• Too robotic
• Too last year!
AVOID CRAP CONTENT
@seotrafficlab
@jodieking595

BRANDS SHOULD
AVOID
WHY WE ARE SOOOO
GREAT PIECES
WAFFLY THEORY
PIECES THAT OFFER
ZERO VALUE
EXAGGERATED OR
OVER PROMISED
HOOK TITLES
@seotrafficlab
@jodieking595
SPAMMY PATTERNS
OF POSTING /
EMAILING

Do Not
• Post it if you rushed it
• Post it if you don’t like it
• Post it if you know its rubbish
• Post it because you think you have
to!

Brand Guidelines
@seotrafficlab
@jodieking595
Does it reflect your brand?
Will it wow someone in that zero moment of truth?
Summarise your brand in three words

ARE THEY EVERYONE
ELSES WORDS?
Innovative
Revolutionary
Technological
APPLE VIRGIN
Ambassadors
Strong Leadership
Inspirational
There is a lot in a few words!
ETSY
Quirky
Unique
Authentic
@seotrafficlab
@jodieking595
Powerful
Innovative
Convenience
AMAZON

WHAT ARE YOU ALL ABOUT?
WILL YOU:
• Inspire
• Entertain
• Amaze
• Over service
• Innovate
@seotrafficlab
@jodieking595
• Lead
• Champion a
cause
• Be original
• Be
Ambassadors

Take it.
Own it.
@seotrafficlab
@jodieking595

That’s great Jodie but how do we sell more stuff?

NOW YOU NEED TO
DIGITISE YOUR
BRAND
• Facebook
• YouTube
• Instagram
• LinkedIn
• Twitter
MULTIPLE
PLATFORMS
MULTIPLE FORMATS
Make it current if you can. React and
respond through your brand to topical
events.
RELEVENT MEASURE IT
Check the Ad stats and tweak as you go.
Do not waste money – hone your
audience.
@seotrafficlab
@jodieking595
• Video
• Whitepapers
• Flipbooks
• eBooks
• Surveys
• Quizzes

Tools You Might Need
@seotrafficlab
@jodieking595
https://lsigraph.com/
https://answerthepublic.com/
https://www.semrush.com/
https://gtmetrix.com/
https://www.canva.com/

LATENT SEMANTIC
INDEXING
@seotrafficlab
@jodieking595
KEYWORDS
GIFTS FOR HER

LATENT SEMANTIC
INDEXING
@seotrafficlab
@jodieking595LONG TAIL KEYWORDS
SEASONAL
THEMATIC
SPECIFIC
SUMMER GIFTS FOR HER

LATENT SEMANTIC
INDEXING
So you mean words that are related to other words and make content
sound natural. Oh okay!
@seotrafficlab
@jodieking595

M u l t i p u r p o s e s T e m p l a t e
Answer The Public @seotrafficlab
@jodieking595

Build Out You Content Around Those Phrases
TITLE: Bold Is Beautiful: Summer Gifts For Her
Sub-Categories: Summer Gifts For Your Wife
Summer Gifts For Mum
Summer Gifts For Your Girlfriend
Semantic Words: Great gifts for her, Shopping gifts for women,
Great gifts for her
USE YOUR KEY PHRASE
RESEARCH
@seotrafficlab
@jodieking595

Avoid BORING and BLAND at all
costs!
Are You Being
Amazing?
It means putting in more time but it
will be worth it. Cornerstone
Content!
Be Campaign Driven
Create audiences and tweak your
ads so you are targeting an
engaged audience
Be granular with targeting
@seotrafficlab
@jodieking595

Never ever give up!
@seotrafficlab
@jodieking595

You cannot stand out
If you do not stand
out!

Give Your Brand A Voice
Any Questions?
Come talk to me on the SEO Traffic Lab
Stand!
@seotrafficlab
@jodieking595

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