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New Year's Business Planning: How to Set Goals & DOMINATE 2016

Join Mark Richardson- well-known keynote speaker and author and Tim Musch of MarketSharp on best practices for planning for the new year. Mark Richardson says, "Fail to plan then plan to fail." It is time begin to stretch you longer term planning muscles again. The stars and planets are showing positive times for growth in the remodeling industry. What are the key indicators to monitor? How do you begin an effective planning process? I'll give you 10 keys to a world class 2016 plan! Tim Musch, Director of Business Development from MarketSharp, will detail the six basic phases of your marketing/sales process and provide tips on planning to help level out the peaks and valleys in your business and provide a steady flow of ‘ready to buy’ leads. And get this… Tim will show you a way to grow your business by 61% in 2016 while only getting 10% better at what you do! Sound impossible? It’s not! As a bonus for attending, you will receive three powerful planning and implementation tools (these are VERY cool) absolutely free that will help make achieving your 2016 goals a breeze.

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New Year Business Planning:
How to Set Goals & Dominate
2016
October 22nd, 2015
investor
presentation
Surefire Social
Surefire Social® began as an idea. Around 2007, the Internet changed in
several significant ways (think Web 2.0) and for the first time, local
businesses could compete with large companies for visibility. Content
and proximity signals became the two important “currencies” for visibility.
Everything you do in digital today needs to be “social”, and hence the
name, Surefire Social.
2
investor
presentation
Quick Facts About Surefire Social
• Founded in 2009
• 150 Experts Digital Marketers on staff
• Over 2000 locations managed
• Experienced leadership
• Provide guidance along with products
• High customer satisfaction
• Services and technology for successful local business
Among Top 35% of fastest
growing companies
Mark Richardson
• Columnist & Contributor at
Professional Remodeler
• Author of “How Fit is Your
Business” and “Fit to Grow”
• National educator & speaker
Tim Musch
• Director of Business
Development at MarketSharp
• 15 years experience working
in remodeling industry
• 25 years experience
developing & refining CRM
systems for remodelers
Meet today’s speakers
Mark G. Richardson
mrichardson@mgrichardson.com
Up or Down
The Environment
Home Appreciation
Up or Down Interest Rates
Up or Down
Up or Down Employment
Homes Under Water
Up or Down Stock Market
Up or Down Consumer Confidence
????? Is it time to “grow” or “hunker down”?

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New Year's Business Planning: How to Set Goals & DOMINATE 2016

  • 1. New Year Business Planning: How to Set Goals & Dominate 2016 October 22nd, 2015
  • 2. investor presentation Surefire Social Surefire Social® began as an idea. Around 2007, the Internet changed in several significant ways (think Web 2.0) and for the first time, local businesses could compete with large companies for visibility. Content and proximity signals became the two important “currencies” for visibility. Everything you do in digital today needs to be “social”, and hence the name, Surefire Social. 2
  • 3. investor presentation Quick Facts About Surefire Social • Founded in 2009 • 150 Experts Digital Marketers on staff • Over 2000 locations managed • Experienced leadership • Provide guidance along with products • High customer satisfaction • Services and technology for successful local business Among Top 35% of fastest growing companies
  • 4. Mark Richardson • Columnist & Contributor at Professional Remodeler • Author of “How Fit is Your Business” and “Fit to Grow” • National educator & speaker Tim Musch • Director of Business Development at MarketSharp • 15 years experience working in remodeling industry • 25 years experience developing & refining CRM systems for remodelers Meet today’s speakers
  • 6. Up or Down The Environment Home Appreciation Up or Down Interest Rates Up or Down Up or Down Employment Homes Under Water Up or Down Stock Market Up or Down Consumer Confidence ????? Is it time to “grow” or “hunker down”?
  • 7. By End of Year, Home Improvement Market Size Expected to Approach Previous Market Peak National home improvement market size estimates (billions $) Source: JCHS tabulations and reweighting of the 2007-2013 AHS. Non-AHS years estimated using Census Bureau C-30 data and JCHS LIRA estimates. $327.7 $306.4 $287.6 $278.6 $276.5 $285.0 $297.2 $314.3 $0 $50 $100 $150 $200 $250 $300 $350 2007 2008(e) 2009 2010(e) 2011 2012(e) 2013(p) 2014 (f)
  • 8. Larger Contractors Reported Stronger Growth Last Year, with K&B and Design/Build Firms Leading the Way 10.8% 18.0% 15.6% 12.7% 9.4% 8.6% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% All Kitchen & Bath Design/Build Insurance Restoration Full-Service Exterior Replacement Median annual rate of change in remodeling revenue, 2013 Note: Analysis uses firms reporting revenue in 2012 and 2013 that were ranked in the top 400 in at least one year. Source: JCHS tabulations of Qualified Remodeler magazine’s Top 500 Remodelers.
  • 9. Remodeling Industry Make Up Business Size •Windows •Siding •Roofing •Kitchen •Bath •Basements •Deck •Gutters •Glass •Garage Doors •Skylights •Small Products Small Jobs HM Medium Jobs Traditional Larger Jobs D/B Insurance Restoration $250K to $750K X X X $750K to $2.5 mil X X X X X X $2.5 mil to $15 mil X X X X X $15 mil and Above X A Couple One A Few A Couple Franchising Examples Andersen Other •Dream Maker •Owens Corning •Archideck Many •Mr. HM •House Dr. •Others Paul Davis Others Specialty Full Service Other
  • 10. “Construction Categories are not created equal.” Design/Build Handyman Bath Kitchen Level Economy New Construction
  • 11. Key D/B Business Considerations • Client demographics • Specialty vs. Full Service • Practice vs. Business (owner) • Showroom vs. In Home Sales • Size/type of remodeling projects • Lead generation methods (marketing vs. referrals) • Size of business (sales/design team)
  • 12. 2008-2012 2015 and beyondvs. Industry Insights Get the phone to ring Cut Expenses Average sale $ down Land the planes Build team Average sale $ up Brand Confusion Energy/AIP a fad Power of Brand 5% growth respectable Manage Energy/AIP viable bus. 20%+ growth realistic Leadership
  • 13. Owners Motivations Legacy A Job! Evangelist The Business Entrepreneur Investor Ego
  • 14. Take it to the next level!
  • 15. What does “Next Level” mean? • Top Line Growth? • Market share? • Portfolio Blend? • The Team? • Profitability? • Client Experience? • Predictable or sustainable results? • Strategic Alliances? • Define “The Next Level” of Success!
  • 16. The Right Pace of Growth
  • 17. Why do Businesses Fail? •Focus •Commitment •Capital
  • 18. Three Key Ingredients For Success 1. The Right Mind Set 2. Business Fitness 3. Change
  • 19. The Right Mind Set “If You Think You Can or Think You Can’t, You’re Right” Henry Ford
  • 20. The “RIGHT” Business Mindset • Positive Attitude • Synergistic Thinking • Work Ethic • Pace
  • 23. YOUR BUSINESS FITNESS QUOTIENT Numbers SCORE Processes Team Product Profitability Stress Reputation Positioning Relationships Leadership TOTAL :
  • 25. “just do it” “willing to take risk” Clients found you High touch marketing “just discuss it” Follow the fantasy Focus on the “what” “want to reduce risk” You find the client High tech marketing Control the fantasy Focus on the “how” 8 YEARS AGO TODAYvs. YOUR CLIENT...YOUR MARKETING...YOUR SALES STRATEGIES
  • 26. The Secrets to Success • PEOPLE • PEOPLE • PEOPLE
  • 28. Master the Labor FIVE pillars to Position for the Future 1. Culture 2. Recruit 3. Train 4. Retain 5. Alliances
  • 30. The Talent All “A” Players Become a magnet Deputize
  • 32. “Training is an Investment not an Expense” Meetings are your job! Everyone needs a coach Invest time to improve
  • 33. Strategic Partnerships Allies Not Competitors Grow TogetherVendor???
  • 36. Remodeling Fitness Planning Process • Preparation • Deconstruction • Reconstruction • Implementing Change • Monitoring Progress
  • 37. Thank You Mark G. Richardson mrichardson@mgrichardson.com
  • 39. It’s a Great Time of the Year to…
  • 40. It’s a Great Time of the Year to… Re-Group!
  • 41. It’s a Great Time of the Year to… Re-Direct!
  • 42. Grow Your Business This Year By 61% While... Only Getting 10% Better At What You Do!
  • 45. Reality Thinking… If You Do What You’ve Always Done… You’ll Get What You’ve Always Got!
  • 46. Remind You of Anything?
  • 47. • Tweaking Your Offering (USP) • Your Company Goals • Your Marketing Program (based on goals) • Your Ongoing Measurement • Leveraging Technology Solutions To Manage and Monitor Your Plan 5 Steps To Your 2016 Marketing Plan...
  • 49. 1. Have Something GOODTo Say 2. SayIt WELL 3. SayIt OFTEN 3 Step Marketing Plan for Success... Jim Rohn Business Philosopher
  • 51. What’s Your USP? Do You ReallyHave One? ? ??
  • 56. Where Should We Be Spending Our Marketing Dollars?
  • 58. A Lesson In Knowing Your Numbers... UPS trucks drove 2.5 billion miles last year, but the company says it’s research found by doing ONE THING saved driving 28,541,472 million miles, and three million gallons of fuel. Any Idea What It Is?
  • 60. The Lead (generating inquiries) The Call (inbound/outbound) Lead Warming Activities (pre-approach activities) Presentation Skills Systematic Lead Follow-up (asset recovery) Repeat/Referral Strategies (customer replication) Leverage Your Business’ FLEX Points!
  • 61. Grow Your Business This Year By 61% While... Only Getting 10% Better At What You Do!
  • 62. Great Brainstorming & Motivation Tool! The Compounding Effect of Microgains!
  • 64. “At a certain level, what we do at Disney is very simple. We set our goals, aim for perfection, inevitably fall short, try to learn from our mistakes, and hope that our successes will continue to outnumber our failures.“ Michael Eisner CEO, The Walt Disney Company 1984-2005
  • 65. How To Put It All Together?
  • 66. According to Michael Gerber (best selling author of The E-Myth)… “In order for any business to succeed, it must first become a system, so that the business functions exactly the same way every time… down to the very last detail.”
  • 68. What To Do Next...
  • 70. 1. Work on solidifying your company’s USP and ‘re- purposing’ your business 2. Schedule a staff meeting and utilize the tools/forms discussed in this session to declare your goals, lay out your marketing program, assign responsibilities and commit to measuring results 3. Acquire the technology tools (industry specific CRM) necessary to properly manage your business 4. Commit to improving your web strategies (get some help) 5. Listen to your customers intently (consider 3rd party tools) 6. Cherish and manage your online reputation 2016 Re-Solutions!
  • 72. Tim Musch Director of Business Development MarketSharp Software www.marketsharp.com
  • 73. investor presentation Thank you Mark & Tim! Feedback & thoughts send to info@surefiresocial.com
  • 74. investor presentation Customers use different digital channels before buying. https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/home-and- garden/medium/generic-paid-search Are you part of the conversation to the left of the Direct? Have you influenced them? You can win the click but not the sale. To get both you need a full digital footprint. Customer Journey Proprietary + Confidential 10-11-2015
  • 75. Next Webinar December 7th at 4 p.m. Local Directory Listings www.sfsoc.us/LocalListingsWebinar Info@surefiresocial.com
  • 76. investor presentation Get a free, professional analysis of your web presence, and personal action-plan to improve your local visibility in 2016 to generate more leads.