©2014 James Feldman

What is
Strategic Planning?
©2014 James Feldman

Organize
your thoughts
and
Determine
your strategic direction.
©2014 James Feldman

Business As Usual
vs.
Tactics
Don’t mix them up.
©2014 James Feldman

A written document that acts
as a guidebook
©2014 James Feldman

According to Jim
©2014 James Feldman
Run on Insight,
Not Hindsight.

What is Strategic Planning?
•Pull the entire organization together around a
single plan for execution.
•Broad outline on where resources get allocated.
•Forces you to make choices on what you will do
and what you won’t do.
©2014 James Feldman

What is Strategic Planning?
The Values What’s in it for them?
The Objectives What’s in it for us?
The Strategies How do we deliver?
The Goals How will we evaluate?
©2014 James Feldman

Companies should have the capabilities to:
©2014 James Feldman
•Understand
•Create
•Deliver
•Capture
•Sustain

Strategic Planning Tips:
©2014 James Feldman
•What’s your business?
•What’s your purpose?
•What are your values?
•Use ‘We’
•Be Understandable
•Foster Commitment
•Create Motivation
•Generate Inspiration

Strategic Planning Process
1. Determine Situation
2. Evaluate Goals
3. Think ‘inside the box”
4. Assess Risk
5. Create S.W.O.T.
6. Create Marketing plan
7. Implement plan
8. Review and revise plan
©2014 James Feldman

Clear
a defined statement
Vision
about the future
Aspirational
to motivate
Strategically aligned to
your S.W.O.T. analysis
Strategic Planning Vision
©2014 James Feldman

1. Define Your Values
2. Define Your Goals
3. Take Control
4. Define Your Strengths
5. Find Clarity
6. Be A Leader
7. Deliver Value
8. Evaluate everything
Strategic Planning Vision
©2014 James Feldman

What is a
Mission Statement?
©2014 James Feldman

©2014 James Feldman
A statement of
your organization’s
purpose…
what it wants
to accomplish.

Mission Statement=Business Vision
What did you accomplish
last year
that you are most proud of?
• Simplicity
• Diligence
• Focus on what is vital
• Eliminate extraneous distractions
• Try Evernote to bring everyone togetherhttps://evernote.com/business/
©2014 James Feldman

Mission Statement=Business Vision
Why does your business exist?
Describe what your business does?
How your business does it?
Define and articulate your
core competences?
©2014 James Feldman

Vision
©2014 James Feldman
Strategic Planning 3 Steps
1. Corporate
2. Division
3. Business/Product Levels

According to Jim
You don’t want to be considered
the best at what you do.
You want to be known as
The only one who does
what you do.
©2014 James Feldman

What is a
Marketing Plan?
©2014 James Feldman

What is a Marketing Plan
A road map, a target
or course of action
to achieve desired
results.
©2014 James Feldman

What? Strategic Planning
Why? Long-term profitability
How? Write a marketing plan
©2014 James Feldman

According to Jim
©2014 James Feldman
Drive for Change.
Innovate for Growth.
Lead Smarter.

What is a Marketing Plan
The task of your business
should be to
deliver both
Customer value
and a profit.
©2014 James Feldman

Impact
ROI
Define
Marketing
Mix
Define
Marketing
Strategies
Set
Marketing
Goals
Value
Proposition
Definition
Marketing
Planning Process
Customer
Analysis
Competitive
Analysis
Market
Analysis
WOW
Experience
Reassess Review Document
the Plan
©2014 James Feldman

What is a Marketing Process
Analyze market opportunities.
Develop marketing strategies.
Plan market programs.
Manage the marketing effort.
©2014 James Feldman

What is a Marketing Process
Diagnostic skills.
Identification of company level.
Implementation skills.
Evaluation skills.
©2014 James Feldman

What is a Marketing Process
Sales analysis.
Market share analysis.
Marketing expense/sales analysis.
Financial analysis.
Market-based scorecard analysis.
©2014 James Feldman

• Basis for comparison.
• Clearly stated activities.
• Reference for the
success.
• Marketing environment.
• Entry into the
marketplace.
Marketing Plan
©2014 James Feldman

According to Jim
You
Create VALUE
Not
Provide services.
©2014 James Feldman

What is S.W.O.T.?
©2014 James Feldman

Internal
External
Things the
company does
well
Things the
company does
not do well
Conditions in the
external
environment that
favor strengths
Doesn’t relate to
existing
strengths
or weakness
©2014 James Feldman

Internal
External
©2014 James Feldman
Stemming from
The External
environment
Internal
environment

Internal
External
©2014 James Feldman
Brand Awareness
Image
Reputation
Distribution
Pricing
Customer Loyalty
Product Benefits
Finance
R&D
Manufacturing

Cash Cows
Market Share
High
Stars
Low
Dogs
LowHig
h
©2014 James Feldman

High Low
LowHig
h
Stars
High Growth-High Share
Business is likely to generate
enough cash to be self-
sustaining.
PROMOTE AGGRESSIVELY
High Growth-Low Share
Business requires a lot
of cash to maintain
market share.
INVEST MORE CASH-DIVEST
Low Growth-High Share
Business can be used to support
other business units.
DEFEND AND MAINTAIN
Dogs
Low Growth-Low Share
Business is a cash trap.
Focus on short term.
AVOID RISKY PROJECTS
Cash Cows ©2014 James Feldman

Strategic Planning
should focus on the
view of your clients
• Define Your Values.
• Define Your Goals.
• Take Control.
• Define Your Strengths.
• Find Clarity.
• Be A Leader.

©2014 James Feldman All Rights Reserved
FAILURE AND SUCCESS
ARE RELATED

EXPERIENCE
Hierarchy Of Strategic Planning Workshop
BELIEF
CONFIDENCE
MOTIVATION
This different than
what I do today.
If I do this, I would be
more successful.
I have the ability to make
Shift Happen.
The reward is worth
the risk and effort.
Positive Experience
fuels the desire to do more.
UNDERSTANDING
©2014 James Feldman

According to Jim
©2014 James Feldman
Your Customers are
not concerned with what you accomplished
Yesterday , or what you did Today,
it’s all about Tomorrow
that really matters.

Talk To Me
jamesfeldman.coachesconsole.com
Visit ShiftHappens.com or call 312-527-9111
/in/jamesfeldman
@ShiftHappensNow #shifthappens
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