If your
business
doesn’t stand
for something
f         thi
get lost and
stop wasting
    p         g
everyone’s
time
The case for building a compelling
business purpose

Ray Algar, Strategic Marketer
Oxygen C
O       Consulting
           ...
You’re going to love or
       g   g
hate this presentation
A business that knows why it
exists can seize future
opportunities
Some companies take the
          p
purposeful road – others don’t
No of Failed UK Businesses

                                                                   39,000
2010

              ...
?




That’s 1 in 50 UK companies
36 UK restaurants/bars went
                 /
bust every week during 2008
No of Failed UK
               Private Health Clubs
2009       ?
2008                                96

2007             ...
?




1 in 45 UK private health
clubs failed in 2008
Why do businesses fail?
Management failures
Loss of market
Will these companies be
              p
missed by customers?
The world never misses
mediocre companies
“A lot of company strategies are
generic, bland, ambiguous, vague
uninteresting and undifferentiated”
                  un...
Does the world still need
video stores?
…or book stores?
 or
…traditional estate agents?
 traditional
…or travel agents?
 or
The web is fundamentally
disrupting many traditional
business models
Why this matters
Meet
M t Jill
Jill is surrounded by choice
                    y
in her life
36
37
38
39
Jill often finds the
choices traumatising   40
Jill’s problem is that many
       p                  y
products look very similar
Brighton
Gym



Leeds
 eeds
Gym



London
Gym

        42
Something out of the
ordinary is required to grab
Jill’s attention
Meet Rainer Schaller
McFit CEO
46
Growth of McFit
                        Budget Clubs

           7222
2009                                                ...
‘Create a business we
can be proud of’
Create a drinks company that
makes it easy for people to
be healthy
100% fruit – no compromise
Authentic to the core
10% profits donated
       fit d    t d
Loved by customers
Is Innocent
flourishing?
2 million drinks sold
each week
65% UK smoothie
market share
£100 million t
      illi   turnover
£6 million profit
    illi      fit
From nowhere to the world’s
                     world s
third largest phone maker in
         g    p
two years
This club
    chain
     h i
collected 26
 tonnes of
    food
 for young
mothers and
   babies
Is this the world s most
            world’s
environmentally friendly
                y       y
health club?              ...
Joe wanted to make
Gainesville the healthiest
place to live in the USA
Customers love
these companies
If they closed they would
      y           y
be genuinely missed
Can this be said for the
majority of businesses
we experience?
Fit
         Bodies
          Ltd
Who misses
medicore companies?
Does the world need a water
brand just for dogs?!
Eddie Izzard has just done
                 j
a remarkable thing
Is this the world’s first
free gym?
So, what
   ,
does your
 business
stand for?
Stand for
something
 or fall for
 anything
This company has
        p y
generated buzz
The web allows remarkable
things to spread rapidly
Who i R
Wh is Ray Algar?
88
          Al   ?
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
If your business doesn't stand for something get lost and stop wasting everyone's time
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A story about how companies with a compelling business purpose flourish by creating devoted customers

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If your business doesn't stand for something get lost and stop wasting everyone's time

  1. 1. If your business doesn’t stand for something f thi get lost and stop wasting p g everyone’s time
  2. 2. The case for building a compelling business purpose Ray Algar, Strategic Marketer Oxygen C O Consulting li Leisure Industry Week Conference UK September 2009
  3. 3. You’re going to love or g g hate this presentation
  4. 4. A business that knows why it exists can seize future opportunities
  5. 5. Some companies take the p purposeful road – others don’t
  6. 6. No of Failed UK Businesses 39,000 2010 Estimate 36,000 2009 22,600 2008 16,000 2007 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
  7. 7. ? That’s 1 in 50 UK companies
  8. 8. 36 UK restaurants/bars went / bust every week during 2008
  9. 9. No of Failed UK Private Health Clubs 2009 ? 2008 96 2007 112 2006 121 2005 132 2004 61 2003 68 0 20 40 60 80 100 120 140
  10. 10. ? 1 in 45 UK private health clubs failed in 2008
  11. 11. Why do businesses fail?
  12. 12. Management failures
  13. 13. Loss of market
  14. 14. Will these companies be p missed by customers?
  15. 15. The world never misses mediocre companies
  16. 16. “A lot of company strategies are generic, bland, ambiguous, vague uninteresting and undifferentiated” undifferentiated Professor Dave Rendall
  17. 17. Does the world still need video stores?
  18. 18. …or book stores? or
  19. 19. …traditional estate agents? traditional
  20. 20. …or travel agents? or
  21. 21. The web is fundamentally disrupting many traditional business models
  22. 22. Why this matters
  23. 23. Meet M t Jill
  24. 24. Jill is surrounded by choice y in her life
  25. 25. 36
  26. 26. 37
  27. 27. 38
  28. 28. 39
  29. 29. Jill often finds the choices traumatising 40
  30. 30. Jill’s problem is that many p y products look very similar
  31. 31. Brighton Gym Leeds eeds Gym London Gym 42
  32. 32. Something out of the ordinary is required to grab Jill’s attention
  33. 33. Meet Rainer Schaller McFit CEO
  34. 34. 46
  35. 35. Growth of McFit Budget Clubs 7222 2009 780,000 6931 2008 700,000 6180 2007 550,000 , 6118 2006 416,000 416 000 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Members/Club Members 47
  36. 36. ‘Create a business we can be proud of’
  37. 37. Create a drinks company that makes it easy for people to be healthy
  38. 38. 100% fruit – no compromise
  39. 39. Authentic to the core
  40. 40. 10% profits donated fit d t d
  41. 41. Loved by customers
  42. 42. Is Innocent flourishing?
  43. 43. 2 million drinks sold each week
  44. 44. 65% UK smoothie market share
  45. 45. £100 million t illi turnover
  46. 46. £6 million profit illi fit
  47. 47. From nowhere to the world’s world s third largest phone maker in g p two years
  48. 48. This club chain h i collected 26 tonnes of food for young mothers and babies
  49. 49. Is this the world s most world’s environmentally friendly y y health club? 64
  50. 50. Joe wanted to make Gainesville the healthiest place to live in the USA
  51. 51. Customers love these companies
  52. 52. If they closed they would y y be genuinely missed
  53. 53. Can this be said for the majority of businesses we experience?
  54. 54. Fit Bodies Ltd Who misses medicore companies?
  55. 55. Does the world need a water brand just for dogs?!
  56. 56. Eddie Izzard has just done j a remarkable thing
  57. 57. Is this the world’s first free gym?
  58. 58. So, what , does your business stand for?
  59. 59. Stand for something or fall for anything
  60. 60. This company has p y generated buzz
  61. 61. The web allows remarkable things to spread rapidly
  62. 62. Who i R Wh is Ray Algar? 88 Al ?

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