Business development

Dennis Ooi Kok Peow

15th January 2010

Preface

On 23 December 2009, the Star reported:

“The property sector may experience an oversupply next year due to a
burst of launches from developers that have been held back since the
start of the global economic crisis.”
Association of Valuers, Property Managers, Estate Agents and Property Consultants in the
Private Sector, Malaysia (PEPS) president James Wong said developers would need to come up
with

“creative ways” to maximise sales.”

Dennis Ooi SHC SHC Sales

• Creative • Existing • Maximized
Ways + Practices =

2

Limitation

The list of creative ways presented in this presentation were
developed based on the desk research I have performed and the
judgement call I have made. As you may know, appropriate
strategies could only be derived after going through a complete
strategic marketing planning process and desk research has a lot
limitations, the data could be outdated, inaccurate and incomplete.
My main objective is to convince you that I can contribute
significantly to the sales growth of SHC by bringing in creative
ways of business development not currently applied by the
competition and are built on the current practises without over
elaborating on the background information to justify the options
selected. It is my intention to keep the information presented in
this presentation short and concise as not to bore you. The
creative ways that I am suggesting are designed to exploit the
weaknesses in the competition, creating new competitive
advantages for SHC, and hence, achieving the objective of
maximising SHC sales.

3

Agenda

Outcome Levers Agenda Dennis Ooi’s Responsibilities

 To market and widen the customer base of
1 Marketing the Company’s products and services
Strategy  To analyze industry trends and competitors,
assess marketing opportunities and from
target markets.

 Intelligence gathering on customers and
The Right 2 Intelligence competitors to expand company’s products
Focus Gathering and services reach and to grow the
business.

 To strategies and formulate marketing plans
and activities, to implement strategies to
Targeted
3 accomplish set targets.
Marketing
Plan  To conduct marketing presentations to and
Maximized negotiations with prospects.

Sales  To manage and build strong business
relationship with existing customers and
4 Connecting business partners.
Customers
 To prepare marketing and promotional
materials and kits.

 To subscribe to and abide by the Group’s
5 Appealing Core Values by ensuring the Group’s core
Fortifying Marketing Values and any changes to the Group’s Core
Materials Values are communicated to all
subordinates.

 To assist in realizing the business targets by
6 Internal working closely with other divisions or
departments in pursuing common goals.
Communicat
ion

4

Marketing Strategy 1

• Promising Quality (allowing higher
price)
Strengthen the • More likely to be selected (against the 1.1
competition)
Brand • Engendering Trust Loyalty (develop
buyers into evangelists)

• A fast and cost-effective way to build market
awareness and sales interest
Joint • Leverages the strengths of the various partners in 1.2
the Joint Marketing partnership
Marketing • Creates market differentiation for the Joint
Marketing partners by virtue of the collaboration

• A platform for new lead to enjoy SHC brand
experience
Building • Secure SHC’s place in its customers’ lives by
1.3
Customer identifying which households are good targets
for additional purchases
Loyalty • Deliver short term, incremental revenue
through opportunistic marketing programs

5

Marketing Strategy 1.1
S t r e n g t h e n t h e B r a n d

The Creative Brief

Get customer, staff, community, general public
Who visit, buy, own, enjoy, think about SHC
To have a better perception about the company
By delivering a consistent Brand communication
Thru testimonials, PR activities, events sponsorship,
positioning statement, employer branding, seminars
While retaining a message of Diverse, History and
Excellence

6


The Creative Brief

• Clear and consistent brand image

• Uniform styles

• In all forms of written and visual communication

ABC
Colours used with online publications

Logo appearing in most documents

7


The Creative Tactics
Events
Testimonials PR Activities Sponsorships /
CSR
 Obtain satisfaction  Publishing books titled  Give out bags and T-
endorsement from shirts with SHC logo
previous customers 1) “Legacy of See Hoy Chan” to orphanage homes
(written and video)
2) Property trend in Damansara 2009 -  Organise and
 Creates corporate 2019 sponsor major sport
video, showcase all the events like
 Contribute newspaper articles
previous properties marathon to be held
discussing about
built by SHC in Damansara
1) The latest building construction Uptown
 Create past success method used by SHC (e.g.Green
stories in the form of
Building)
 Sponsor major
articles / case studies transplant surgery
2) The price appreciation enjoyed by performed by IJN.
the previous SHC customers

3) Corporate real estate strategy

8



Create a Positioning Employer
Seminars
Statement Branding
 “Creating new lifestyle and  Becoming the  “Techniques for Property
value for you since 1952” authorized Condition Assessments”
employer for
Example from Others Chartered  “Formulating an
1) DLF Ltd.
Accountancy appropriate corporate real
= “Building India” estate strategy”
2) Sun Hung Kai Properties Ltd Training
= “Building homes with heart”  “Planning your future by
3) CapitaLand Ltd
= “Building for People to Build
 Work with choosing the right home”
People, Building People to Build accredited schools
for People” to train interior  “How the design of a
4) Dijaya Corporation Berhad designer, architect house could affect your
= “Building with passion” and civil engineers emotion, hence your life”

Targeting people looking for new property,
and for us to collect name card and build
the marketing database

9


Web design
 Layout, navigation, colour, graphics, multimedia, content presentation,
functionality and accessibility

Additional Web Information

About SHC News
• Corporate video, showcase all • Public relations activities
the previous properties built
• Newsletter download
by SHC
• All the previous newspaper clips
• Timeline for the history of SHC
• All the awards, certification,
special achievements obtained Customer Services
• All the testimonials given by
previous customers • A forum for SHC Community
• Past success stories • Form for customer to complain
• Form for anyone to contribute ideas
for improvement

10

Example for illustration only
Should be multi racial with
a few Europeans

Large unused header
About SHC Our Expertise Projects Customer Services News Join SHC Search Contact Us occupying screen space
Latest Projects

Slides Show

Latest Campaign

Headlines are current and
informational
Latest news Sales and Leasing Links
Others Dedicated
SHC supports anti-drink driving campaign Home for sale SHC Club
SHC wins the Most Outstanding Development Home for lease SHC Book Club
Websites
Prospective house-buyers camped overnight Office for sale SHC Capital
Understand Your Loved Ones campaign Office for lease
Parent and children explore creativity together Productivity software
Healthy Family Living General insurance

Terms, Conditions and Disclaimers. Copyright © 20010 All rights reserved. Powered by SHC Business Solutions Sdn Bhd

“The essence of good web site design is to
deliver the message in a well balanced and
subtle fashion” - www.sourcewrite.co.uk
11

J o i n t M a r k e t i n g

The Client’s Brief

Get Potential customers
Who visit, show interest, call, ask, think about SHC
To realise the brand promise
By delivering service, recognising, creating
convenience, providing information, being
helpful
Thru Joint marketing with selective partners
Excellence

12



Private Charter Flight Trade Promotion
5Star Hotels Banks
Hospitals Companies Organizations

Targeting:
Targeting: Credit Card Targeting:
Targeting: Targeting:
Medical members and Foreign
Tourists Tourists
Tourists Private Banking Investors
clients

SHC newsletter SHC newsletter SHC newsletter SHC newsletter Special SHC
as a reading as a reading as a reading as a reading Magazine sent to
investors to
material for material for material at the material at the promote Malaysia
patient hotel guest waiting lounge waiting area as the regional HQ

Infomercials Infomercials
Infomercials Infomercials Infomercials
for entertaining entertainment
for inpatient for In-Flight entertainment
staying in at the waiting
entertainment entertainment at the office
guests area

Joint funding of campaigns; training and support

The main objective is to create new leads and entice them to join SHC Loyalty initiatives. Golf Clubs are
excluded as most of them are related to our competitors.

13




ABC
SHC Loyalty initiatives

14

B u i l d i n g C u s t o m e r L o y a l t y

The Client’s Brief

Get potential, new and old customers
Who visit, ask, own, enjoy, think about SHC
To realise the brand promise
By delivering service, recognising, creating convenience,
providing information, being helpful
Thru Welcome Kit, Loyalty Communications, Prospect
Prioritization/Extending the Dialogue, SHC
Magazine, SHC Owner’s Circle, Cross Sell and Up
Sell Marketing, Opportunistic “Quick Win”
Programs
Excellence

15



Create a central system of
measurement to
Data Access
& Analysis  record a broad range of
Software information on SHC
consumer
Marketing Staff  Campaign, response,
Customer
Transactions
and lifestyle data
 >100 appended
individual and
Marketing household data points
Database
Customer Service
 monitors communications
and response from
prospects and customers
 Measurement includes
cost per response and
Appended
Data & cost per sale
Modeling  view the full shopper-owner
Inputs from Frontline,
Phone, Web
cycle from first point of
contact, through sale and
cross sale
Web Site

16



Central system of measurement,
the benefits to SHC
 Ability to prioritize prospects and customers based on their likelihood
to buy
 Identification of “low hanging fruit” – programs that can be quickly
implemented to generate revenue in the short term
 Refinement of customer communications
 Non-mailed groups that are measured against the mailed groups
 Integrated database used by all groups
 The right information to the right customer at the right time
 provide a consistent form of measurement
 Cost per lead, response and sale measurement
 Cross-penetration of product purchases
 Reduced communication expense
 Fewer pieces mailed with higher effectiveness

17


Core Communications Program

General Goals: To new product owners, To 3 and 4 year products
Goals: owners. Goals:
• Immersion in the SHC • Increase the • Purchase other SHC
Experience repurchase rate products
• Promotion of Owner’s • Multiple products in • Capture information
Circle each household about their preferences,
• Purchase of other SHC lifestyles, real estate
products interests, etc. useful for
further dialog

SHC Loyalty initiatives cover the entire ownership experience

Multiple
Loyalty SHC Opportunis
Extending Properties
Welcome tic “Quick
Commun the Newsletter Owner’s Owner
Kit Dialogue Program
Win”
ications Circle Programs
Programs

18



Welcome Kit for New Purchaser
Welcome Kits Strategy
• A personal welcome kit – that
owners realize was created just • Provide new owner personalized
for them fulfillment information on a
• It arrives within the first 30 days weekly basis
• It is a dialogue opener, an • Recover key information
invitation to the SHC experience
requested
that extends over a full year
• Each of the kit pieces enhance • Maintain owner files based on
your perception of the SHC Brand collected information for future
and the Experience programs
• Multiple calls to action which lead • Identify customers by financial
you deeper into the Experience status, and preparatory
• It inherently fosters the segmentation (i.e. loyalty,
collection of information needed activity, etc.)
for further relationship dialogue

19



Newsletter Content Newsletter Strategy
• New products
• Ongoing collection of news and information
• SHC awards of interest to SHC product
• Testimonial from other owners
• Owner surveys to determine preferences
• Ratings by leading magazines for:
• Why SHC products are superior
• News, information, and topics
• The history of SHC
• Communication Channel (email or print)
• Event calendar
• Sponsorships
• Frequency
• SHC Brand Values • Begin with a printed newsletter to gather
email addresses
• Home and Office Assistance
• Servicing requirements • Move to email newsletters as quickly as
possible
• SHC Insurance
• Other Events • Multiple offers to generate owner response
• Secondary market transaction • Promote the use of Owner’s Circle
• SHC Owner Clubs
• Owner’s Circle
• Local news featuring SHC

20


Prospect Communication
Prospect Strategy: Strategy:
The Loyalty and
• Direct Mail and E-mail integrated
• Prospects developed Prospect Programs
communication plan
from all contact
• Alternating content delivery • Something new
sources:
mediums every quarter
• Telephone, Direct
• Each reinforcing the one that • Programs for
Mail, Show Office,
came before it Women/Minorities
Events, Internet
• Use of database information to • Second home
• Centers receive
drive customization and • Commercial
qualified leads
relevance property
electronically within 48
hours of receipt • Each communication introducing investment
a new piece of the SHC • Congratulatory
• Prospects get SHC
Experience Mailings to > 3
message within 48
hours • Integration with off-line and years product
online marketing activities Owners
• Every lead tracked
electronically, with • Prospects given the opportunity • Seminars
daily, weekly, & to opt-out at any point • Referral Programs
monthly reports for • Prospects removed from
business development program if they purchase a
product

21


Something new every Commercial Property
Woman Program Second Home
quarter: Investment
• Q1 Property Birthday • Identify ways to build • Identify households that • Identify those current
• Q2 Property Investment relationships with are prime prospects to owners who are most
Opportunity female owners: purchase a second likely to purchase a new
• Q3 Second home • Bring them to the property commercial property
• Q4 New Launching Brand, and keep • Analyze multiple • Invite these special
them longer purchase households people to be among a
• Appeal to their • Target groups most small group who are
unique needs likely to purchase a allowed to preview the
• Recognize the second house new launching
purchasing power • Households with • Appeal to their
and influence that teenagers or appreciation of inclusion
real estate marketers young adults by asking for their
typically ignore • Identify feedback and opinion
• Provide tools that seasonality – • Allow them to be among
reduce visit anxiety graduation, etc. the first to preview
• Tailored • Test the program on • Notify them periodically
communications that existing customer, then of the status of the
highlight what women roll out to prospects development
are looking for
• Live chat support by
females
• Develop a network of
female sales reps

22

Intelligence Gathering 2

2.1 2.3

Analyzing Industry Customer
Trends Intelligence

2.2 2.4

Recognizing
Competitors
Opportunities &
Analysis
Generating Ideas

23

Intelligence Gathering 2.1
A n a l y z i n g I n d u s t r y T r e n d s
Sources of demand for
property types
Socio cultural factors
 Population demographics  Saving Condomi
 Income distribution  Attitudes to work nium
 Social mobility and leisure
 Lifestyle Changes  Consumerism
Source  Levels of education
Retail
• ‘Desk-based'
(using the
Income
Internet, library, Households

Expenditures
books, annual
report, other Hotels
reports and Employment
magazines)
• Personal visits
• Mystery shopping
• Subscribed Firms Revenue Office
market research
reports Economic factors
 Properties supply
 Business cycles
 Inflation
 GNP trends
 Price of building
 Interest rates
material
Industrial
 Money Supply
 Unemployment
 Disposable income

Demand

24

A n a l y z i n g I n d u s t r y T r e n d s

Condomi  Quantity and quality of available competition
nium (standing stock)
 Volume of new construction (competitive and
Source complementary) – property developments in
planning and under construction
• ‘Desk-based' Retail
(using the  Availability and price of vacant land
Internet, library,  Costs of construction and development
books, annual
report, other  Properties currently on the market ‘for sale’
reports and Hotels (existing and newly built)
magazines)
• Personal visits
 Owner occupancy versus tenant occupancy
• Mystery shopping  Causes and number of vacancies
• Subscribed Office  Conversions to alternative uses
market research
reports  Special economic conditions and circumstances
 Availability of construction loans and financing
 Impact of building codes and bylaws, zoning, town
Industrial planning controls and other regulations on
construction volume and cost

Supply

25

C o m p e t i t o r s A n a l y s i s

Source Identify competitors who Profiling key Draw a Strategy Canvass for
have two or more competitors each product
• ‘Desk-based'
competitive involves gathering • Compare SHC individual
(using the
characteristics in common competitive business with the
Internet, library,
with SHC intelligence about competitors’ by drawing
books, annual
report, • Have comparable product • Current the “as is” strategy canvas
advertisements, line breadth strategies • See where strategy needs
press release, • Sell in same price/quality • Most recent to change
other reports and range actions and public • Examine the strategic need
magazines) • Emphasize same announcements first focus on customers
• Attend trade fairs distribution channels • Resource • Identify the product or
and shows and • Use same product strengths and service can lead to
collect brochures, attributes to appeal to weaknesses bundling opportunities
view exhibits similar types of buyers • Efforts being • Alternative ways of that
• Mystery shopping • Use identical technological made to improve carry advantages and
• Subscribed approaches their situation characteristics
market research • Offer buyers similar • Thinking and
reports services leadership styles
• Cover same geographic of top executives
areas

26


Comparison of Strengths and Weaknesses (example)

SHC Competitor A
Prime location (land bank and acquisition)
Cash flow
Relationship with local authorities
Management expertise and experience
Organisation and service reputation
Ability to manage change
Relationship with competent support services providers
Skilled employees
Management tolerance to risks and uncertainties SHC Competitor A
Organisational strategy and policies Information Technologies Used
Staff training and development Relationships with Subcontractors
Trade secrets and project innovation Declining Loyalty to Subcontractors
Part of a larger group Business Improvement Efforts
Changes in Product Characteristics
Changes in Business Operations & Strategies Since the Downturn
Sales & Marketing Strategy Changes
Free Upgrades Offered
Use of Tactics for Closing the Sale
Most Popular Incentive-Based Approaches
Most Popular Stimuli to Enter the Market
Effectiveness of Tactics for Closing the Sale

27


Product A Strategy Canvas (Example)

SHC

Competitor A

Price Convenience of Landscaping Neigbourhood Amenities Recreational Web Corporate Variety of Quality of
location Facilities Facilities Information Reputation options and workmanship
upgrades and materials
offered

Strategy Canvas is designed by the authors of Blue Ocean Strategy,
W. Chan Kim and Renée Mauborgne

28

C u s t o m e r I n t e l l i g e n c e

Source
 ‘Desk-based' (using
the Internet,
library, books,
annual report,
advertisements,
press release,
other reports and
magazines)
 Attend trade fairs
and shows and
collect brochures,
view exhibits
 Mystery shopping
 Subscribed market
research reports

29


Example
Spending Levels of Three Age Groups for Selected
Product Categories for 500k residents in Bangsar and
Damansara
Family Life Cycle Stages as a Percentage of All
Households in Bangsar and Damansara

30


Target Group: Affluent Single Females Example
DEMOGRAPHICS:
 Educated, professional single females
 Age: 32+
 Yearly net income of RM150,000+
 Amount in Bangsar and Damansara: 5,000 (on average 32, HHI of RM150,000) + 10,000(on average 42, HHI of $450,000)
 Often deferred marriage and childbearing

PSYCHOGRAPHICS:
 Ambitious, career focused, always up-to-date, very sophisticated taste, like action and spontaneity
 Main decision maker in their household, 10% of total households in Bangsar and Damansara
 More likely than married women to reward themselves and show off their status

MEDIA USAGE:
 32+: magazines like Elle, Allure, Shape, Cosmo, Entertainment Weekly
 42+: magazines like Vogue, Harper´s Bazaar, People
 Average reader, hardly watching TV, changing the channel during commercials
Marketing
MESSAGES/TOPICS TO CONNECT: Opportunities
 Exclusiveness, travel, career, fitness, self-improvement

31

Recognizing Opportunities & Generating Ideas

• Family & work • Observe • People • Product /
Observe

Feasibility Study
Solving a Problem

Explore with Focus Group
patterns people selected are service
• Aging of the challenges familiar with feasibility
population • Look for issues analysis
• Increasing problems • What’s on • Industry /
diversity in the • Listen to customers market
workplace people mind feasibility
• Globalization complains • Conducted by • Organizational
of industries • Think of our trained feasibility
• Increased own problems moderator • Financial
focus in health • Success feasibility
care & fitness depends on
• Proliferation of moderator’s
computers & ability to ask
Internet questions and
keep on track
• Increase in
numbers of
cell phone
users
• New forms of
music &
entertainment

32


Margin and Market Sizing
Need Identified Unfocused
• Description of Reachable, Unreachable,
New Business Concept Paper

Customers
product / receptive loyal to others
service offered Less than RM1
• Intended target Market Size RM10 million +
million
market
Less than 20%
• Benefits of Market Growth Rate More than 20%
or shrinking
product /
service Gross Margin >40%, durable <20%, fragile
• Description of
how the Example for illustration only
product will be
positioned Competitive Advantages
versus similar
ones in market
• Description Barriers to Competitors’
Defensible None
how the Entry
product would
be sold or Contacts and Networks Key access Limited
distributed Degree of Control: High Low

Prices and Cost High Low
Channels of supply,
Multiple Single
distribution

33

New Business Idea: Move In Advertising (Example)

• Research shows new • Benefits to New • Tenants
Observe

Solving a Problem

Explore with Focus Group
homeowners spend Residents • Movers
more on products and • One point of • Property Sales
services within six reference for all the
services needed to
Manager
months of moving • Residents
than established establish residence
residents spend in • Coupons and
two years discounts to local
businesses
• Get connected to the
community faster and
less painfully
• Benefits to Local
Businesses
• Affordable, Effective
and Intelligent
advertising
opportunities
• Access to a customer
with real needs even
before they establish
address
• Word of mouth
recommendations
from developers

34

New Business Idea: Move In Advertising (Example)

Our
potential Town Services:

customers
Emergency Services:
• Flooring Companies
Local Businesses

• Painting Companies
• Small Construction
Companies
• Pest Control
Companies Sutramas
• Doctors/Dentists Provided to you by: Area Hospitals:
• Heating/Oil Companies
• Landscaping
Companies
• Plumbing/Electricians
• Septic Companies
Dennis Ooi
• Cleaning Companies Move in Affairs Manager
• Storage/Moving SHC Move In Assistance Sdn Bhd
Companies 012 2082789
• Lock Smith dennis@@shcsb.com.my

• Pet Sitting
• Carpet/Upholstery
Cleaners
• Furniture Stores
• Beauty Salons/Spas
• Massage Therapists
Local businesses pay
• Chinese Restaurants SHC advertising fee
• Pizza Restaurant

35

Targeted Marketing Plan 3

Implementation

Dennis Ooi

Marketing Plan

The four Ps will be blended according to the characteristics of the target market

36


37

To be monitored consistently

• No of Leads
• No of Units Sold
Sales • Marketing Cost Analysis Revised
Measurements marketing
activities

• Pre- and post-awareness Find
studies improve
• Image perception studies -ment
Advertising
Measurements • Conversion studies - inquiries areas
Impact
assessm
ent
• Changes in market share and
competitive set
Market
Reports

38

Connecting Customers 4

4.1

Presentation to
prospects

4.2

Building
relationship

39

Connecting Customers 4.1
Presentation to Prospects
 Keep it Simple
 Ask Questions
 Actively Listen
 Be Empathetic
 Have a Positive Attitude and
Persuasive Participation Enthusiasm
 Have Good Forensics
 Use Similes and Metaphors
Demonstration  Ask questions
Proof  Let them use the
product: appeals to
Dramatization senses
 Use visuals
Visual Aids  Use demonstrations

40

 Independent SHC provides
research excellent
services
 The guarantee
 Testimonials
 Company proof
results
Persuasive Participation
 The product
 Charts and graphs
Demonstration illustrating features and
Proof advantages
 Photographs and mock-
ups
Dramatization  Sales manuals and
Visual Aids catalogs
 Order forms
 Letters of testimony
 A copy of the guarantee
 Flip-boards and posters
 Sample advertisements

41


 Presenting the
product in a striking,
or extravagant
manner
 Watch video clips
Persuasive Participation  Play classical music

 Show the product
Demonstration  Lets the prospect do
Proof some simple
movements
 Lets the prospect
Dramatization Visual Aids work on an important
feature
 Has the prospect
answer questions
throughout the
demonstration
(feedback)

42

Building Relationship

Build a “mutually significant meaningful
relationship” through which the business needs of
the existing customers and business partners are
met.
Rapport

 Rapport is built after going through
the previous four stages
Human to Human Relationship

Sympathy

Empathy  Listen to the message  Able to comprehend the
 Use own experiences to distress of another, and
feel the way into the assist to alleviate the
Emerging sender’s experience cause. One ‘shares’ in
Identities  Become sensitive to the the feelings of another
what the sender is telling and experiences
compassion
 Make a conscious choice
Original to stay with the sender
Encounter and help them to bear
their experience

43

Appealing Marketing Material 5

5.1

Designing

5.2

Virtual Sales Agent

44

Appealing Marketing Material 5.1
Designing
Applying design principles
• PROXIMITY: group related items together
• ALIGNMENT: consciously place related information
• REPETITION: consistent patterns
• CONTRAST: visually highlight important information
• BALANCE: achieve overall balanced look

Understanding learning theory
• Chunking
• People understand information best if it is delivered to them in chunks - small units -
rather than all at once
• Queuing
• Refers to creating visual distinctions to indicate levels of importance
• Use emphatic elements—bigger type or bold
• More important elements to left margin and indent less important elements
• Filtering
• The use of visual patterns to distinguish between various types of information
• Using icons, text boxes, definitions in the margin

45

Designing
The way people see

• Visual
Example
• Caption
• Headline
• Copy
• Signature (Advertisers logo, name, contact
information)

Appeal to the need

• Need to achieve • Need to agree
• Need to dominate • Need for guidance
• Need for prominence
• Need to nurture
• Need for attention
• Need to escape • Need for affiliation
• Need to feel safe • Physiological Need
• Need for aesthetic sensation • Need to satisfy curiosity
• Need for Autonomy

46

Designing
Example for Illustration Only

Newsletters, Presentations Photography Websites and Brochure
Factsheets online PR

47

Virtual Sales Agent

 Plays in-house three-minute commercial followed by 30-second
commercials for paid advertising until a prospective home buyer
touches the screen.
 The system then shifts into kiosk mode so buyers can interactively
retrieve the information they want.

A touch Install at Generate Encourage 360-degree

SHC Corporate Video
Digital signage

Virtual Tour
Strategic Location

Sell Advertisement
screen strategic revenue to people to virtual tours
interface on location like cover the visit the of SHC
a 32-inch the main setup cost website products,
LCD flat- entrance of print floor
panel Target: Emphasize plans, and
a building mortgage on SHC’s
display access the
where and credit 50 years corporate
there is cards history and website,
high traffic product achieveme interactively
flow nt and
unassisted

48

Internal Communication 6

6.1

We Are One

6.2

Achieving Business
Targets

49

Internal Communication 6.1
We Are One

Strategy
• Continuously communicate SHC’s vision, strategy & progress
• Show that leadership has a long term plan
• Link short term actions to the long term plan
• Remind employees of their role in delivering it

• Create additional opportunities to listen to employees
• Undertake frequent informal gathering, focus groups
and/or engagement surveys

• Ask employees to put forward their own ideas
• Seek ideas for things like maintaining engagement,
winning new business or reducing costs

• Celebrate successes, however small
• e.g. keeping or winning business, receiving thanks from a
customer, overcoming challenges, winning awards, passing
exams, etc.

50

We Are One

Quarterly
Email from
‘We are One’
the CEO Newsletter Content:
Monthly about SHC
Newsletter Financial • CEO Message
‘We are Performance • SHC Long Term Plan
One’ • Current News
• New Improvement
‘We are One’ • Success Stories
Communicati
on (Articles • Happy Birthday
contributed • Getting to know a new staff
by respective
HOD)
• ‘We are One’ activities
• Service Excellent Corner
(Mystery Shopping Results,
Telephone Manners)
• List of Outstanding Staffs
• Puzzle Corner
• Contribute Your Idea Corner

ALL SHC STAFF

51

Achieving Business Targets

Using GE Workout Methodology
It Began at G.E.
 Originally conceived by Jack Welch in late 1980’s to drive “speed, simplicity, and
self-confidence” throughout GE – after years of restructuring
 Focused first on reducing bureaucracy and unnecessary work (“take work out of
the system”)
 Soon applied to process improvements, developing new business opportunities,
disseminating best practices, integrating acquisitions, and accelerating change
 Used extensively with GE customers and suppliers to strengthen the value chain
 Produced hundreds of millions of dollars in results

‘Now considered part of the GE culture
– the way people solve problems’

52

Work-Out Process – High Level
Start

Bring people Give them
Implement a challenge
and review together

Brainstorm
solutions
Make decisions at
Town meeting
Present
recommendations

Purpose of the Workout is to leverage associates to identify and
implement solutions in a relatively quick manner with the support
of an Executive Champion.

53

Applying GE Workout, the benefits to SHC:
 People
 Involve the people who are the closest to the process
Also external parties (suppliers, customer, dealers, etc.) if necessary
 Best source for potential improvements

 Results
 Focus on tangible results
 Show success with “stretch results”

 Speed
 Fast action planning and decision making
 “Yes ” or “No” are the only answers
 Apply a culture of fast implementation

 Cooperation
 Tear down organizational and mental barriers
 Establish better communication and open new communication channels

 Trust and Capacity
 Build successful projects and develop capabilities and confidence of people to get things
done

54

Three Elements of a Work Out Session

Rapid Results
2 – 4 Teams work on the challenge
Identification of
given to them from Mgmt.,
Business
Opportunity
resulting in several Rapid Results
recommendations…
Quick Hits
Define
Challenge Quick Hits

Work-Out Session
Design Conduct Implement
2 – 3 weeks 1 - 3 days 3 – 4 months
 Set goal and select challenge  Kick-Off by Mgmt.  Move into action with
together with Management   Review Data/Process/Assumption Implementation of approved quick
contract on design and goal wins and projects
 Identify Concerns
 Prepare Event  Track progress with review session
 Brainstorm Solutions
 Invite Participants together with Mgmt.
 Select best ideas with highest
 Prepare people for roles and  Coach people
impact
responsibilities  Deliver measurable results
 Detail Ideas (work plan, risks,…)
 Collect Data (e.g. As Is Mapping)  Build on learning's
 Mgmt. takes Yes/No decision
 Recognize Success

55

Essential phases of Work Out Sessions:

Management Kick Off of the Work Out

Brainstorming
(2 – 4 Teams Brainstorm on different Areas how to improve them)

Gallery of Ideas
(Select the best 3-5 Ideas from each group)

Selected Ideas are developed in more detail
(Create decision basis for sponsor )

Town Hall Meeting
(Recommendations are presented and sponsor(s) make a yes/no decision)

56

W o rk O ut
T o w n M e e t i n g R e c o m m e n d a t io n F o rm # 1 Recommendation
template
WorkOut Topic:

Recommendation:

Payoff:

Possible
Risk/Costs:

Method of
Tracking
Progress:

Key Steps to 1.

Implement: 2.

3.

Responsibility:

57

Weekly Team Review Meetings

Weekly Team Meetings should be held by the Team Leader with the
implementation team. (If there is a champion he would participate as well).
1. Review Project Plan
2. Track progress and capture problems and risks
3. Discuss how to deal with problems and risks and include actions in project
plan.
4. Clarify need for support and decisions
5. Set up a open issue list for things which are not captured in the project
plan but need to be handled e.g. by the team leader together with
sponsor.
6. Distribute Weekly Status Report (Sponsor, Consultant, Champion, other
Team Leaders,…)

58

Dennis Ooi Kok Peow

Tel: 012 2082 789
E-mail: kokpeow@gmail.com

Business development

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