UK APMP Session: A practical search for difference
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A 60 minute tutorial I presented on developing opportunity strategy
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UK APMP Session: A practical search for difference
- 1. Making a splash CLEAR THINKING … REFRESHING SOLUTIONS Annual Conference 2010
- 2. Strategy Development A practical search for difference Mark Taylor mark.taylor@shipleywins.co.uk Annual Conference 2010
- 3. Objectives for the session Understand the Shipley approach to opportunity strategy development Coach your colleagues in developing practical winning strategies © Shipley Limited 2010
- 4. Workshop Agenda Why? What? When? How? © Shipley Limited 2010
- 5. Why do we need… A strategy? Because answering the question is necessary but not sufficient An approach to developing strategy? Because without an approach we will all revert to type © Shipley Limited 2010
- 6. What is a good opportunity strategy? Helps the customer to choose us over others Maximises our likelihood of winning Aligns with business strategy Underwritten and believed by all those who have to deliver on the promises made © Shipley Limited 2010
- 7. When strategy goes bad… “Let’s really get our message across” “Our strategy is to offer a solution which is…” Low risk Innovative Best value Best of breed “Let’s focus on our differentiators” © Shipley Limited 2010
- 8. How to develop practical strategy Hot Buttons Understanding what is important to the customer Hot Buttons © Shipley Limited 2010
- 9. How to develop practical strategy Hot Buttons Understanding what is important to the customer Bidder Comparison Matrix Assessing our competitive position Hot BCM Buttons © Shipley Limited 2010
- 10. How to develop practical strategy Hot Buttons Understanding what is important to the customer Bidder Comparison Matrix Assessing our competitive position Strategy Statements Defining and articulating our strategy Hot Strategy BCM Buttons Statements © Shipley Limited 2010
- 11. How to develop practical strategy Hot Buttons Understanding what is important to the customer Bidder Comparison Matrix Assessing our competitive position Strategy Statements Defining and articulating our strategy Hot Strategy Buttons BCM Statements Action © Shipley Limited 2010
- 12. Understanding what is important to them Key Issues requirements Challenging Motivators requirements Objectives Preferences © Shipley Limited 2010
- 13. Assessing our competitive position Customer Capability Competition What they What we What they In the eyes want have can offer of the customer Our competitive position at this instant © Shipley Limited 2010
- 14. The search for difference Differentiator A difference Discriminator A difference the customer cares about © Shipley Limited 2010
- 15. Finding our discriminators Differentiator Hot Discriminator Button Discriminator Discriminator © Shipley Limited 2010
- 16. Finding our discriminators using the BCM Customer Company Company HOT BUTTONS Us DISCRIMINATOR Weighting A B 1 2 3 4 5 Total Score 100 © Shipley Limited 2010
- 17. Using strategy statements We will emphasise our strength in: HOT BUTTON As a result of: DISCRIMINATOR By: Action © Shipley Limited 2010
- 18. Developing a strategic action plan Emphasising strengths Action Mitigating weaknesses Action Highlighting their weaknesses Action Downplaying their strengths Action © Shipley Limited 2010
- 19. Strategy must interact with the solution Strategy Solution Development © Shipley Limited 2010
- 20. Solution choice and competitive action Trade-Offs and Risk Capability Competition Assessments What we What they have can offer Why Why Not Us? Them? © Shipley Limited 2010
- 21. Maximise your chance of winning Straightforward tools Simple discipline © Shipley Limited 2010
- 22. Strategy Development A practical search for difference Mark Taylor mark.taylor@shipleywins.co.uk Shipley Annual Conference 2010