Posts tagged "objectives"

Developing Alternatives

“The absence of alternatives clears the mind marvelously.” Henry Kissinger

Once we have adequate data about decisions we have to make, the next step in the process is to develop a list of alternatives. The purpose of this list is to put down on paper, the different options available. The purpose of this exercise is to write down all the options floating in one’s head and translate them into a tangible option. This helps put perspective on the decision at hand by giving an overview of the options available. Many individuals like to write down as many possible alternatives as possible at this time. I think this complicates the decision unnecessarily.

The point of adding structure to your decision making process is to streamline it and make it more efficient. When we don’t do this, decisions take longer because of the incessant processing going on in your head. This ends up not only confusing an individual, but also significantly prolongs the time it takes to reach a decision. Therefore, when you develop a list of possible alternatives, only jot down those you are seriously considering and which fit the larger objective behind the decision process. For example lets say you want to buy a new laptop. You have been to the stores, got all the brochures and now sit down to make a list. If your list contains 20 possible laptops you are interested in, the decision will take forever to make. I had to make this decision a couple of months ago. I needed a laptop which was aesthetically pleasing and highly portable. I took a look at a couple of alternatives, the choice came down to a Sony or an Apple, I then made  a decision and settled on the Apple.

I think many of us make the decision making process a lot more complicated than it actually needs to be. There will always be many possible alternatives available when one has to make a decision, like choosing a college, a car, a computer or a mobile phone. Making an endless list of possible alternatives is not wise, and frankly, will waste a lot of time. Be specific in what you want and develop your alternative list accordingly. If for some reason one cannot find enough alternatives or an alternative that fits your criteria, it is possible to delay making the decision. However one should not use this as an excuse to be complacent or avoid making a decision. Once we have our list of alternatives ready, we can move to the next step of the process. 

Getting your facts right

“Trust your hunches…Hunches are usually based on facts filed away just below the conscious level.” Dr. Joyce Brothers

Carl Jung did the foundational research behind the very popular MBTi personality type test. One of the capabilities of the test is to assess the manner in which we process information and reach decisions. On one extreme of the scale, you find individuals who require all the facts and figures to help them make a logically correct choice. On the other hand of the scale, you have individuals who trust their intuition, and tend to make what may be perceived as more emotional decisions. I happen to be one who trusts intuition a lot more than depending on facts and figures. There have been times this decision making process has got me into trouble, however, the times that things have worked out in my favor outweigh them. What it comes down to is personality type, and our values and belief system. One needs to be comfortable with whichever path one chooses to take.

The truth is, it is not possible to have all the facts and figures specially in a time bound situation. Life is about making optimal choices based on the often incomplete information. One must not let lack of data hinder us from making decisions. If one finds oneself delaying making difficult decisions or finding ways to avoid making such decisions, we need to ask ourselves the cause of such behavior. Confronting this head on will help enable us to progress in life. Life is too short to run away from making decisions which need to be made. We need to have the courage and confidence to trust our instincts and if we make a mistake, to learn from it. A conscious decision needs to be made about actually living life rather than just spectating it from the sidelines.

When in doubt or with little information to base a decision, consult others who may help guide you. This helps get a different perspective on the matter and may make it easier to make a decision. I have spoken about mentors in great detail, and how they have consistently helped me in decision making relating to both my life and business. Sometimes it just takes that little bit of re-affirmation, and at others, it may require a radical point of view. Either way, if we do not ask others for feedback and advice, we are not allowing ourselves to grow as individuals. Once you have your facts, figures and gut feeling, it is time to move to the next step of the decision making process.

Related Articles:

– How do you process information?

– How do you make a decision?

Decisions and Goals

“Decide what you want, decide what you are willing to exchange for it. Establish your priorities and go to work.” H. L. Hunt

In life we all come to inflection points where difficult decisions have to be made. We all have different ways of analyzing situations, and then moving through the decision process. Some of us move through the process based on gut feel, while others need all the details first. Depending on the complexity of decisions, some of us are able to make decisions faster than others. What is important is to be comfortable with our thought process and rationalizing techniques. However, emphasis has to be laid on reaching a consensus when adequate time to think and reflect about the situation has been taken. 

The first step I usually take when making a decision is to look at the larger picture. Let us say for example, our business has some available cash to invest in a product range. At this point we have to look deeper into the decision making process. What primary objective do we achieve by investing in one of these product ranges? Is it increased short term profitability, long term cash generation potential, increased exposure or does it need to replace our existing ranges? On a broader level, we need to establish the current business position and what it needs at this point of time. Upon understanding present business needs, it is time to zoom into the selection process. 

In life we often have to make decisions which have much wider implications than are initially apparent. Whether you are deciding what you want to do in life or selecting which business to start, it all comes down to asking yourself “What do I want as an end result when I make this decision?”. Is it to be happy, make money or get satisfaction? Identification of the end goal is by far one of the most important factors needed to evaluate a decision. Decision making is not an isolated process of just meeting specific needs, it is one in which all the broader goals and aims have to be taken into consideration for the future. Think long and hard about what you want and what the business needs and goals are. Once these factors have been identified, it is time to move to the next step.

5 Steps to Writing a Marketing Plan

“As real estate is location location location, marketing is frequency frequency frequency.” Jay Conrad Levinson

Marketing is a critical component of any business strategy. Unfortunately, it is not often given the importance it deserves. This is due to a multitude of misconceptions. For starters, it is treated as a cost instead of an investment. Using this stance, it is often one of the first things to take a cost cut when controls becomes tighter. Secondly, younger organizations hardly ever commit to long term campaigns with consistency, primarily because of lack of instant results. Along with a few other misconceptions involving lack of expertise and experience, marketing is often left on the back burner. If you are a startup or an upcoming organization, please bring this component to the fore.  Listed below are five steps to get your marketing strategy in place, with a plan.

1. Situational Analysis: Prior to starting any marketing campaign, it is essential you do a thorough analysis on the industry you want to operate in. Facts such as market share, growth, trends and economic policies are critical pieces of information. Next, find out about the entrenched competitors. Who are they ? What is their market share ? How fast have they been growing? Find out about major distributors in the industry, discounting policies, strategic alliances and any other information that may help you get a better understanding of where you may want to take a stance. To read more about doing a thorough situational analysis please click here.

2. Marketing Objectives: Every plan needs to have specific goals and targets that it wants to achieve. Use this section to plan what your organization’s major marketing objectives need to be. This could include market share, customer acquisition, customer retention, website traffic or expected ROI on certain marketing tactics. These need to be thought through, and be strongly linked to major objectives set out in your business plan. To read more about setting marketing objectives please click here.

3. Marketing Strategies: This section is a major component of the entire plan. The marketing objectives outlined in the previous section, need to be translated into strategies now. This is best done by segmenting the market, and identifying areas that can be most effectively targeted.  Correctly positioning yourself in the market place, and ensuring a differentiation strategy to the entrenched competition will be an added help. To read more about correctly formulating marketing strategies please click here.

4. Marketing Tactics: After formulating broad strategies regarding marketing stance and positioning, we need to convert them into executable actions. These can be done effectively using the 4P’s structure, which helps identify executable strategies for the product, price, placement and promotion. Each section can have specific strategies to help market the product/service and reach designated targets. To read more about specific marketing tactics please click here.

5. Marketing Budgets & Controls: The last section requires the marketing budget to be structured. This budget must be strongly correlated to marketing objectives and be allocated accordingly. There needs to be a strong focus on controlling costs and creating feedback loops to ensure that relevant information is being gathered, to help identify the most effective tactics. This budget must be treated as an investment and should therefore be pegged to ROI figures. To read more about marketing budgets and controls please click here.

These five steps constitute a simple marketing plan. The entire objective of this exercise is to bring structure to marketing activities, as well as to have clearly defined goals for what we expect it to do for our organization. Marketing is not limited to super bowl ads or billboards in Time Square. It requires you to be creative with the limited budget allocated. It must be used in such a way that activities are continuously monitored and tracked, and at year end, provide a significant ROI. Just make sure you stick with the marketing plan and do not bail out halfway through. Two things your plan should incorporate, consistency and SMART objectives. Best of luck!

Marketing Budgets and Controls

“An important and often overlooked aspect of operational excellence is regularly comparing actual costs to budget assumptions – not just the numbers in the plan. Understanding assumption deviations will help improve the accuracy of future forecasting.” Bob Prosen

Budgets are a necessary evil, they draw boundaries to ensure we know how far to go with the marketing plan. With entrepreneurs , the boundary perimeter is often small and limited. This calls for ingenious tactics to make full use of creative and deal making mindsets. The budget of a marketing plan is directly correlated with objectives set by the team. The progress towards those objectives, must be monitored constantly by using control measures. These measures act as feedback mechanisms to help identify each tactic’s input. There are a few things I like to keep in mind when in the midst of setting budget and control measures:

1. Are our objectives and marketing budget in sync?: For a new business, it is important to outline realistic and attainable marketing objectives. I am all for optimistic and large goals, however, often these objectives are set without necessary resources allocated for realistic follow throughs. When discussing numbers, this is a good time to go back to objectives, and see whether attaining a 3% market share with your marketing budget, is a realistic target.

2. Have we committed more than 35% of our budget to one particular tactic, if so, is it justified?: I once had the misfortune of committing a large part of my marketing budget to running print ads in a particular magazine, specific to my target market. Unfortunately it didn’t go as well as planned, since then, I have made sure that committing a large part of the budget to one tactic or promotional activity is based on substantial research.

3. Have we established tactic specific controls?: As entrepreneurs we do not often have access to a lot of funds in our marketing budgets. It is hence essential, to ensure that control measures are established for every tactic, to maintain monthly or quarterly monitoring. If you notice the tactic is consistently not delivering as planned , adjust the plan accordingly. Having control measures in place also forces the responsible individuals to provide constructive feedback.

4. What is our expected return on investment (ROI) on our marketing budget?: This is a complex topic, and has been written about widely. To keep it simple, we have to look at our marketing budget as an investment rather than a cost. Whenever we make an investment, we look for a certain ROI to justify it. We must do the same for our marketing budget. Keep tracking your investments meticulously, and see how to improve on your investment to ensure your expected ROI. This must be discussed with the finance people at the company. I have found, they remain impartial and are able to see the forest from trees.

A well defined marketing budget can be the difference between, a good and a great result. If you have not developed one for your company, there is no better time than, now. It is important to keep in mind, that funds are wisely invested, and that you have the ability to adapt to feedback along the way.

Marketing Tactics

“We can never have enough strategies. We have enough tactics but not enough strategies.” Matthew Dowd

After all the research and strategizing is done,  the strategies need to be translated into executable actions. It is important to remember that without the effort that goes into correctly identifying strategies for your business, marketing tactics will not work. Their success is largely dependent on how clearly and thoughtfully the strategies have been laid out. Once you have established goals, objectives and marketing strategies based on segmentation, positioning and differentiation,  selection of marketing tactics can begin. The first thing that comes to mind about tactics, the 4P’s ( Product, Price, Placement, Promotion ). The next thing that comes to mind is the lecture I had regarding them, then it becomes fuzzy.

I am all for structured frameworks, however, structured frameworks should enable you to develop executable strategies. If they become roadblocks, you have a problem. So keeping the 4P framework in mind you can devise tactics to drive sales and push your company further. These are four questions I like to ask when determining marketing tactics:

1. What is unique about our product/service that our customers should know?

For example, the MacBook Air did really well ( I really admire Apple’s corporate branding efforts). They brought out an ultra portable laptop and when it was revealed to the world, it came out of a manila envelope. Such a simple, yet effective introduction, made this product the talk of the town.

2. What is our price point strategy and why?

As mentioned earlier, competing on price is a losing strategy, one which entrepreneurs frequently use unfortunately. The inability to set correct price points can make or break a business. Pricing strategy must be based on comprehensive market research and comparison. Take a look at the competition,  then take a decision on how you want to be perceived by the market. Use pricing as a strategy to help slot you in a particular segment in the customers mind.

3. How are we going to get our product/service to our target segment?

According to objectives regarding volume, there needs to be identification of channels, to reach those targets. Do a thorough analysis of available channels of distribution, target those which can be used most cost effectively. However, keep in mind, the more channels you open up, the more resources required. Choose your channels carefully, focus on developing them to reach their potential.

4. How best can we promote our product/service to our target audience?

This is the segment that entrepreneurs need to get creative about. We usually don’t have large marketing budgets at our disposal, hence need to come up with ingenious ways to promote ourselves. One book which I would recommend to entrepreneurs with tight marketing budgets is “Guerrilla Marketing” by Jay Conrad Levinson. It is full of ideas which can be used by organizations on tight budgets.

These questions should help spark conversation,  and get you to think about marketing tactics to be used. Remember, remain focused on bottom line objectives, it is easy to slip into heated discussions about specific tactics and forget about end goals. Marketing can be simple and complex, it is advisable that at the onset of your entrepreneurial ventures, to keep things simple!

 

Marketing Strategies

“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” Sun Tzu

Strategy and tactics formulate the heart of a marketing plan. What happens is, these two sections are often thought of as one. This is a critical error. These two segments are interlinked closely, they do however, serve two very different purposes. The marketing strategy segment, uses marketing objectives discussed earlier, as end goals, which need to be achieved. In order to reach those goals it is not however advisable, to start planning how many brochures you require to be printed, or your next marketing seminar. Before you go into any of these detailed tactics, you need to take time out to think through the best ways to reach your goals. Some important points to keep in mind when developing your marketing strategies are;

1. Market Segmentation: Identify a niche in the market where you will be able to use your strengths to their maximum potential. I know first hand, treating everyone out there, as a potential customer is appealing. However, as a startup with limited resources, you need to focus on one segment initially. This will allow you to consolidate your efforts and resources. It is true, putting all your eggs in one basket may appear risky, but experience says, a startup needs to be focused from the beginning, getting distracted by other potential opportunities usually gets you into deeper water than can be handled.

2. Positioning: Once you have identified the segment you will be operating in, the next step will involve a most important aspect of your marketing plan; positioning. Who is your target customer and why? What benefits can you provide to them as compared to taking a completely different positioning stance? For example, If you are developing a new media company, have you positioned yourself in a manner which provides a certain segment more value?  Positioning will be a reflection of your organization identity. Make sure you do this step correctly, it has long term impact.

3. Differentiation: Once you have selected a segment, and certain market positions, you are likely to find direct and indirect competition. This is the time to think how you are going to differentiate yourself from the others. For example, if you selected the educational segment of the market for your company events and positioned yourself to specialize in planning graduation ceremonies, what will set you apart from other events and companies who provide the same services? Some differentiation points could involve the development of a unique alumni website or specialized gifts for every graduate. The last thing you want to do is, differentiate on price!

Use this section to develop a strategy which will complement the objectives that you have set for yourself. It is very important that these go hand in hand to ensure desired results. By selecting a narrow niche or one too overpopulated with strong competition, will make reaching your targets that much more difficult. Once you have outlined a strategy, you are ready to drill down to specific tactics through which your strategy will be deployed.

Marketing Objectives

“The major reason for setting a goal is for what it makes you accomplish. What it makes of you will always be the far greater value than what you get.” Jim Rohn

Using the opportunities identified in the situational analysis post, we will construct the next part of the marketing plan, which includes establishing objectives. These objectives will serve as beacons to be used as guides when developing specific strategies. It is important that these objectives should be specific, measurable, attainable, realistic and time specific. Without clearly identifying targets, is like throwing darts blindfolded. Listed below are some broad segments, for which specific objectives should be established:

1. Market Penetration: Using data collected during the research phase, should give an approximate idea of the market share held by the competition. Sometimes this data is difficult to come by, in the past, my teams and I have drawn up simple lists of our major competitors when adequate information was not available. The point of this task is to identify the competition, and set realistic targets of where you want to be on that list. The important part is setting a target. GE set targets of being number one or two in a particular segment or exiting the business line.

2. Marketing Metrics: When setting yourselves objectives, it is important to use key benchmarks which you can continuously compare yourself with. These objectives can be pegged to major activities such as website traffic, newsletter sign-up rates, number of queries, pipeline activity, deal closings or sales staff turnover. These numbers will be a reflection of whether your promotional strategies are paying off or not. More importantly you can develop your promotional strategies around these numbers as well. If your current website is attracting a 1000 visitors daily, what will it take to hit your website traffic objectives of 2000 visitors? When establishing these metrics make sure they are realistic and attainable.

3. Financial Objectives: The company CFO is always wary of the marketing budget. The reason being, there are often no clear financial objectives justifying marketing plans. This section of your plan should outline specific financial targets that need to be achieved when devising your plan. This would include turnover targets, profitability targets as well as improvement of product/service margins. At the end of the quarter or year, there should be justification for the expenditure incurred on marketing. It is important for a startup with limited resources to think this section through carefully. Usually the opportunity cost is high, it is imperative that it is used correctly.

It is upto the team to set objectives in such a manner, that responsibility for certain key metrics and objectives, is person specific. It is that individual’s responsibility to continually monitor  progress and provide feedback to the team. This will create a culture where responsibility will be shared, and more importantly, will help the team realize the importance of good marketing. If you have developed a business plan, use this section to support the financial objectives outlined in it and make sure that your marketing objectives are in sync.

6 Steps to turn ideas into realities

Nearly every man who develops an idea works it up to the point where it looks impossible, and then he gets discouraged. That’s not the place to become discouraged.Thomas Edison

Eureka! I haven’t heard someone say that in a long time but I know for a fact, whenever a reasonable idea enters my mind eureka is being echoed through my entire subconscious. Its that spark of hope that you may just have stumbled upon the next big thing. Without the spark we usually run out of gas, like when we reach a critical point whilst developing an idea. The steps which follow have provided me with the hope and inspiration to carry on when things get tough. I hope that they will do the same for you.

1. Passion, Passion, Passion!: If you don’t have this before venturing into the unknown then I would advise on staying put for a while. The journey you are embarking on is a long and difficult one, but highly rewarding. Having the motivation to get up after you fall countless times is essential. In my experience that only comes with this absolute burning passion to succeed, to prove the naysayers wrong, to prove to yourself that you have what it takes to win and most importantly a passion for life. As cliched as that last sentence may sound please make sure you have this quality in you before taking your idea any further. To read more please click here.

2. Find the people who care about your idea: Ask yourself the question “Would anyone care about what we are wanting to do?”. From experience this initial market research for your idea is the key , the reality check for the space you are wanting to venture in. A simple test would be to google your idea. You will be amazed as to how many people may be building or have built complete businesses around your concept. This will provide you with key information on how to move forward and in what way you could fulfill this need in the market place with your concept. To read more please click here.

3. The ABC of business begins with an N: The N represents the customer and/or market need. After your preliminary research, you will now reach a critical stage in which you will have to put down a lot of your ideas and research in writing. The NABC approach provides a framework for doing that in an extremely effective manner. It has become my default evaluation model. Once we identify the need we can move on to A where we talk about how we will approach the market. After which we reach B where we will document all the benefits vs costs for our idea. Lastly C will involve listing down competition and evaluating how best to add greater value as compared to our competitors. You will now have your value proposition. To read more please click here.

4. Focus…have you got it?: This is where a lot of first-timers stumble. For you to be successful you have to pinpoint the one area that you will commit to do better in than anyone else. Say for example at InnovoGS we operate in the human resources industry where services provided can be as diverse as doing simple data entry for payroll processing to restructuring the entire organization structure through consulting. We focus in the recruitment department and use psychometric tests to help organizations make more informed staffing and developmental decisions. We have focused solely on building our competencies in this one aspect for the last 15 months. Once we reach a certain level of competency in this department we have plans to move laterally to outsourcing functions related to recruitment. For us to offer virtually every human resource related consultancy service would dilute our initial focus and we would not have made the progress we have. Making sure you stay focused in the early stages of your venture is essential. To read more please click here.

5. Innovation Champions: Every venture needs at least one individual who has this awesome passion for the idea. He/she is the sort of person who infuses everyone with a contagious sense of euphoria and enthusiasm when they speak about their venture. They help team mates through the bad times and are having the most fun at the celebration party when they win their first contract. An idea without this champion would be lost and fall off the wayside when things become tough. If you are serious about the idea you are working on make sure there is at least one champion. To read more please click here.

6. Venture Alignment: In two words this is basically aligning your “core values” with your venture. When there is a disconnect between what you truly believe in and what you are actually doing there can’t be any sustainable long term success. You need to make sure you partner with people who share your core values, get idea champions to make sure everyone is on the same page and to continuously keep checking your value systems. From a long run perspective this is what it is all about. The best of ideas have amazing short term success but if there are vital building blocks missing from the foundation the structure isn’t going to last. To read more please click here.

I cant believe 3 weeks have already gone by. I want to thank all my loyal readers for yet another fantastic week. Thank you for all your emails and comments. I am accepting topics which you would like covered in the next following weeks for the blog. Please leave a comment on this blog and I will get back to you on whether I will be writing on the topic and by when. Best of luck!

Great team…but lousy results?

“Don’t lower your expectations to meet your performance. Raise your level of performance to meet your expectations. Expect the best of yourself and then do what is necessary to make it a reality.” Ralph Martson

You have got things going pretty smoothly by now. You have found the right people and you have begun work on your concept. A very important aspect which should be talked about in the first critical meeting that teams have is about setting objectives, goals and time-lines. If these are not put into stone at this stage what will happen most of the the time is predictable. You will start off by feeling great about the project, 2-3 months will go by and you will be still stuck where you started. This has happened to me quite a few times and believe me its not fun. There will be a lot of confusion as to why this is happening, people will begin to doubt themselves and the business and most importantly productivity takes a plunge. So make sure you have clearly outlined objectives, goals and times lines for everyone on the team before starting.

By following the identification step you will effectively give everyone a responsibility which they have made a commitment to reach. Milestones are great motivators for teams as well. For example, the team sets a broad target to get their company website up in 2 weeks. Person A is allocated collecting the text for the website, Person B is going to focus on the design and Person C is the developer who will compile it all in and make sure that it is user friendly and has stuff which will get people to remember your website. If I were a part of this team and say Person A is also the designated leader of the group (leadership is a whole other topic which I will talk about in the coming weeks) it is his responsibility to set performance updates from all team members every 3 days to ensure that they are all on course to make the deadline.

If you find during the first or second performance review meeting that Person B complains that he hasn’t really started, you can take measures straight away to talk to him as to why it is so and to work through the problems. Without these regular performance appraisals you will find yourself 3 days before the deadline with no design concept as Person B says that he didn’t have enough motivation or something which stopped him from delivering. You will now be in a fix and product launch will get delayed which will affect the team spirit as well as the teams attitude towards Person B and Person B’s own morale. You have to get into the habit of conducting performance review cycles through appraisals, 360 degree feedback or simple meetings on a regular basis.

Performance reviews are also able to identify those individuals in your team who understand the job vs responsibility concept. Say Person C is in charge of the technical aspect. During the first 2 performance reviews he says that he is waiting for the material from A & B before he starts. Is he taking responsibility for his role? No. His argument is perfectly logical, however if during the first two meetings he shows us our competitions websites and plugin’s he is working on to make our website stand out, here is a guy who is motivating the team to push itself further and increasing overall productivity.

So next time you are wondering why your team is not performing to its potential go through this checklist:

1. Are the objectives and vision for the team clear?

2. Does your team have to achieve a result and time specific goals?

3. When was the last time you did a performance appraisal for your team?

This should identify key pain points for your team and will be a first step in getting productivity back on track.

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