The document discusses the basics of building a successful business. It emphasizes that businesses need to offer solutions that meet customer demands and know their market and customers. It also stresses that objectives must be measurable and realistic, and that human capital is extremely valuable though not reflected on a balance sheet. Additionally, the document advises that opportunities should be identified, objectives established, and capabilities aligned in order to succeed. It also notes that innovation, realizing vision, and sustainable growth are important stages in building a business.

1. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
4. THE BASICS OF BUSINESS
…What will make it happen, and
what will make it fail?
Thoughtform 4 of 5

2. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Products and services are bought; not sold !
PEOPLE
Principles

3. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
OFFERING
The key is to offer your market the required solution supported by a dedicated organisation !
PEOPLE
Principles

4. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
OFFERING
• Demand
• Profitability
• Re-position
• Change
Knowledge is King: Know your market, know your customers and know what’s required !
OPPORTUNITY
PEOPLE
Principles

5. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
OFFERING
Objectives means nothing if they cannot be measured and are in every aspect realistic !
OBJECTIVES
PEOPLE
Principles
• Volume
• Margin
• Market share
• Profit

6. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
OFFERING
Human Capital does not feature in the balance sheet, but it’s value is priceless !
PEOPLE
CAPABILITIES
Principles
• Abilities
• Motivation
• Culture
• Timing

7. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
OFFERING
• Demand
• Profitability
• Re-position
• Change
• Volume
• Margin
• Market share
• Profit
• Abilities
• Motivation
• Culture
• Timing
Identify Opportunities - Establish Objectives - Align Capabilities !
OPPORTUNITY OBJECTIVES
PEOPLE
CAPABILITIES
Principles
SHAREHOLDER
AND STAKEHOLDER
VALUES

8. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
KISS!
And whatever you do; “Keep It Simple Stupid” !

9. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
A business is like a fly-wheel; not a pyramid and accountability is part of the a culture !
Structure/Organisation

10. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Innovation
Realisation
Vision Sustainable growth MaturityBuilding the
Business
Building the
Company
Formulating
Concept
Realising
the Value
Funding Growth
Exit
What happens if NOT ?
Second Round
Funding
First Round
Funding
SeedFunding
It’s important to love what you’re doing, just don’t forget that investors love what they’re doing !

11. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Focus on Priorities
What will make it happen?
What will make it fail?
It may look simple – now put it in practise !

12. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Macaw Management Ltd
lars.welinder@macawgroup.com
www.macawgroup.com
Lars A Chr Welinder
Lars brings some 40 years experience gained from entrepreneurial
and international businesses and management; both “hands-on” and
at board level, including business design, finance, build and launch
and all gained from both the industrialised and developing worlds.
Founded several successful businesses, including a highly awarded
international marketing services group, a global retail services
business and brought a leading edge IT company to a public listing.
For 10 years, Lars has been a Partner of Mango Aviation Partners Ltd and its Director
of Europe, Middle East & Africa and he is the Founder Partner & Managing Director of
Macaw Management Ltd.
He is active as a London City Liveryman in the World Traders’ Company and a Fellow
Member of both the Chartered Institute of Marketing and the Institute of Directors.
www.linkedin.com/in/larswelinder
Macaw Management Ltd
lars.welinder@macawgroup.com
www.macawgroup.com