This is an introduction to the Classic Bill Main & Associates Strategic Growth & Marketing Planning template.

1. Bill Main, FCSI, CSP
Strategic Growth and Marketing Plans

2. Overarching Enterprise Strategy:
Connect
Brand Promise to Brand Delivery
by creating
Brand Ambassadors
• Recruiting… Finding the ideal employee
• Motivating… Using core values alignment
• Training… Using 21st century methodology
• Measuring… Success through guest lifetime value (GLV)
• Defining… Accountability through performance reviews
and evaluations

3. How?
Strategic Growth Planning
Are you opening your first location…or your fiftieth? Thinking about
franchising? Looking for investors? Dreaming about retirement?
Our process will help you achieve your goals by answering 3 simple questions:
• Where Are You Today?
• Where Do You Want to Go?
• What’s the Best Way To Get There?
Our integrated series of internal and external surveys, analytical tools
and data gathering methodologies will evaluate:
• Current financial statements, profitability, measurement metrics and progress benchmarking
• Capabilities of your current management and leadership team
• Strengths, weaknesses, opportunities and threats of the company as a whole
• Current performance levels in key operational areas
• A baseline for collaboration with the shareholder team AND…

4. …with this data in hand:
We work in conjunction with you to outline a plan that accurately assesses
your company’s potential to achieve your goals and defines a realistic path to
reach your potential. Your plan will include:
• Financial models and projections for 3–5 year timelines
• Next generation strategies with measurable, prioritized goals
• Action Steps to most efficiently and effectively achieve your goals
• A Work Plan, including budget, timeline, roles and responsibilities to execute the Action Steps
• Protocols, systems and tools to monitor and measure incremental progress
Together we will define:
 A leadership model If you don’t know
 Cultural awareness where you’re going,
 Marketing differentiation when you get there,
 Guest service philosophy you’ll be lost.
 Brand alignments –Yogi Berra

5. Future View Definitions
Vision
A concise word picture of the desired future state of the organization, which sets
forth the overall direction for the organization, and is something to be pursued.
Mission
An enduring statement of purpose... the reason for being... something to be
accomplished.
Driving Force
The management modes and behavioral mindset by which an organization
functions, including suppliers, employees, stakeholders, shareholders, and
customers.
Core Values
Collective principles and ideals that guide the thoughts and actions of every
individual or group within the organization. Values define the character of an
organization... what it stands for.
Total Quality Management (TQM) Promise
Your Brand Promise, simply and directly stated.

6. Brand Architecture Elaborative
Brand Position Statement
A written statement of who you are in the minds of the guests, with a sense of the guests'
“vision.”
Brand Identity Statement
Based on a consensus of leadership and stakeholders in the organization, it is a written
statement describing who you are trying to be in the mind of the guest.
Brand Image Statement
A written description of how you are perceived by your current customers, supported by
consumer research.
Brand Personality
A written description of the human characteristics of your brand.
Brand Archetype
A universal and timeless story, “hardwired” into the psyche, that speaks to the feeling or
intuitive side of the public. These stories provide a human context for a brand, and create an
emotional affinity, allowing more rational arguments to be heard.
Unique Experience Propositions (UEP) List
A list of at least 10 service, menu or concept characteristics that are different, better or special
versus your competition.

7. Here is an
example ~

8. Client Success Stories

9. Cindy Wanklin ~ Associate: cindy-wanklin@att.net
Bill Main: bill.main@sbcglobal.net
Phone: (925) – 283-1754
Mobile: (530) – 521-6100
Web: www.billmain.com
www.profittools.com