SlideShare a Scribd company logo
SMB Niche
Geoff Wolf, EVP Marketing , J.Schmid
Jude Hoffner, Principle, Hoffner
Marketing
Al Bessin, Principle, Bessin Consulting
Agenda – Part Two
PART TWO
• Opportunities
• Planning
• Workshop in Groups
• Report to Group
• Q & A
SWOP Analysis
KEYPERFORMACEiNDICATORS
VALUEPROPOSITIONS
• More Nimble
• Relationships
• Faster Rate of Growth
• Company Culture
STRENGHTS of Small
• Set Objectives
• Timeline
• Milestones
• Action
PLANS
• Investment Capitol
• Cash
• Economies of Scale
• Attracting Best People
WEAKNESSES of Small
• Personal Relationships
• Own a Niche
• Team Energy
• Real Person/People
OPPORTUNITIES
SWOTSWOP
S O
W P
.
KEYPERFORMACEiNDICATORS
• Relationships
• Own Smaller Niches
• Power of Team
• Be a Real Person
OPPORTUNITIES
OO
SWOP ANALYSIS
Relationships
Compete for Exclusives
Inventory Control
Challenges2
With Smaller Vendors
Work Vendors Where YOU
are the Big Guy
111
Merchandise Opportunities
Big Brand
Big Box
Small Guy
Can’t Compete With This
OWN A NICHE
Niche Within Broader Space
Specific Niche
Owning a Niche
Agenda – Part Two
Owning a Niche
2. Natural Integration
of Ideas
3. Brand Deployment
Easier
1. Too Small For Silos
5. Value Opportunity?
4. What Can You Do
About All of This?
TEAM
Teamwork
Gifting
Teamwork Case Study
Owner Is One of Team
25%
Best environment for discovery is
a diverse and collaborative one
35%
50%
10%
Executive
Strategic
Design/Creative
Merchandising
Financial
Brand
BE A REAL PERSON
VIDEO
BE A REAL PERSON
Agenda – Part Two
Personal Touch
• Pick 1 Thing & Define It Clearly
• Timeline
• Milestones
• Action - How Will You Measure It?
PLANS
Your own footer
SWOP ANALYSIS
P
02. 04.
03.01.
WORK IN
SMALL
GROUPS
Choose One
Combination to Share.
Prepare 3 Minute Presentation
Each Identify Objective
Each Identify Timeline
1 Take-Away
Timeline
Objective
REPORT TO
FULL GROUP
Q & A

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