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Mapping the future introduction
- 1. Deliver Results Today. Sustain Them Tomorrow Deliver results today. Sustain them tomorrow. MAPPING THE FUTURE • Version 1.0 , July 2020 © 2020 Cathy Fischer. All rights reserved. Chart Our Course Post Covid-19 INTRODUCTION
- 2. Deliver Results Today. Sustain Them Tomorrow Purpose And Premise • Covid 19 is a disruptive intervention in our lives and businesses • Companies of all sizes and across all industries need to determine what to do next • Expert advice to respond to this need is available in the market, but it may be: • Too high level/theoretical • Too expensive/slow • Question: what if there was a system – a set of processes and worksheets -- that companies of all sizes could use to determine their own destiny? • The requirements of this system: • Down To Earth . . . Avoid jargon, get to the core of the issue • Invite Participation . . . The real value will be in the discussion the tools facilitate • Flexible . . . Able to be used effectively no matter how much/little data is available • Generate Action . . . Get quickly to the outcome
- 3. Deliver Results Today. Sustain Them Tomorrow System Modules • Module 1: Baseline – Assess organization’s health before Covid 19 • Module 2: Impact – Take stock of current assets • Module 3: Options – Consider choices for future state; choose one • Module 4: Action Plan – Move forward with specific steps • Module 5: Adjust – Assess results, change course if needed
- 4. Deliver Results Today. Sustain Them Tomorrow Measure Baseline Review Impact Option 1: Shut Down Option 2: Remain In Current Business 2A: Press Your Advantage 2B: Shed Unproductive Parts Action Plan Review and Adjust 2C: Join Forces Option 3: Reinvent Here’s How It Works. . . (Base version, takes about 6 to 8 hours of discussion) Data can be gathered in advance in a day or two Five 30- minute work sessions, can be done as a group or assigned out to individuals TEAM DISCUSSION 2-hour work session, to choose an option Can be assigned out to individuals; then 1-hour team work session Monthly 1- hour team follow up
- 5. Deliver Results Today. Sustain Them Tomorrow Module 1: Baseline Vital Statistics: 1. Industry Growth 2. How The Business Runs Today 3. Current Paradigms 4. New vs Existing Customers 5. Customer Concentration 6. Demand Generation Funnel 7. Demand Generation Tools 8. Supply Metrics 9. Supply Process 10. Business Results Was Strong and Stable Was Strong and Growing Fast Was Weak and Declining Was Small and Growing Then conclude which of these best described your business at that time Assess organization’s health going into Covid 19
- 6. Deliver Results Today. Sustain Them Tomorrow Module 1: Summary (Example) Topic Conclusion 1 Industry Growth Our market is growing at about 5%; our main competitor is growing at 10%, so they are gaining share 2 How The Business Runs Today We are a regional company serving the Northeast US with premium priced products that we sell through wholesalers to customers. In 20 years we have not changed our basic business model 3 Paradigms The industry has always believed that our type of product must be sold face to face because it’s complicated. If someone figures this out, it would be a major advantage. 4 New v Existing Customers An acceptable 30% of our customers are new, but we are not increasing sales to our existing customers 5 Customer Concentration We are not overly dependent on a few customers, but we are only reaching out to two different types of customers 6 Demand Generation Process We do a pretty good job securing initial interest, but we struggle to convert the interest into qualified leads and turn them over to sales 7 Demand Generation Tools We have good Display presence online, but we are limited in our content and we haven’t ever considered giving away samples of what we can do for customers 8 Supply Side Metrics We have improved our delivery time, and the accuracy of our orders. But we should speed up the time between when the customer places the order and we fulfill it, which they would like 9 Supply Side Process We use most of the supply processes, such as scenario forecasting and inventory management, but we only use them during the peak business period. 10 Business Results We are only growing sales at 1% in a market that is growing 8%, so we are losing share. Cost control is good, but we haven’t been increasing our marketing spend significantly because we aren’t sure how to measure the return from it. Cash is strong, although the majority of our cash came from a loan we took out the year the business opened. Our main product line is over 80% of our sales. and our secondary line could be sold to existing and new customers.
- 7. Deliver Results Today. Sustain Them Tomorrow Module 1: Putting A Pin In It Was Strong and Stable Was Strong and Growing Fast Was Weak and Declining Was Small and Growing Weak Strong GrowingDeclining Pace of Growth BusinessStrength
- 8. Deliver Results Today. Sustain Them Tomorrow Process Design Packaged Goods Durable Goods Retail I have been privileged to work with great people at great companies like P&G, Newell, Goodyear, AkzoNobel, and Signet Jewelers. My career has enabled me to take classic packaged goods Marketing principles and apply them to many different industries, from mascara to plastic totes to paint to diamond jewelry. If you would like to connect, please reach out to me on LinkedIn. Thank You! Cathy Fischer Deliver Results Today. Sustain Them Tomorrow.