Category Archives: Strategy

How Do You Find Time to Do All The Right Things? Four Options

Situation: In a contracted service company, activity gets very busy at predictable intervals due to contract renewals. During these busy periods, either positive or negative surprises can make it difficult to handle the work load. What techniques have you developed to make sure that you find time to do all the right things?

Advice from the CEOs:

  • Look at your renewal process and break it down. There may be some aspects of the process that require top staff attention and other aspects that are routine and can be handled without special training. For the latter tasks, cookbook the details so that you can use either your own or outside staff to complete them. This will start to open up more options.
  • You may want to stagger your renewal periods so that all of the renewals do not happen at the same time. If this is not possible, rank your current customers in terms of revenue volume and profitability. This enables you to shift focus from less profitable customers during crunch times.
  • As crunch periods are both periodic and predictable, bring in extra staff on a temporary or contractor basis during these times to help manage the load. You may even be able to work with a staffing agency to plan adding of additional personnel to help handle the load during crunch times.
  • In the current economy there are a number of highly talented individuals – retirees, spouses who work part time, individuals who are underemployed – who want or need to work but do not necessarily have to or want to work full time. During your slower periods offer training on your products and software to a group of people like this so that during the crunch times they can come in to assist the load.

Key Words: Service, Contract, Renewal, Process, Resources, Customer, Rank, Shift, Focus

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How Does a B2B Company Learn B2C? Three Lessons

Interview with Ross Johnston, CEO, DiskCorp

Situation: A well-established B2B company is starting to work with B2C retailers. It is finding that both the internal and external perspectives of B2C companies are very different. How does a B2B company work differently with B2C companies?

Advice from Ross Johnston:

  • In the OEM market, manufacturers control all warranty obligations, have tightly controlled procedures for handling and tracking returned goods and are very focused on product quality and operational efficiency.
  • Leading B2C retailers have a very different perspective. Their focus is on the customer: on encouraging great customer experience and repeat customer visits. Products are sold to big box retailers without warranty, and the retailers provide their own warranty programs. This results in far more returns than for OEMs. Further, product is returned for a wide variety of reasons from failure to work as advertised to the customer simply changing their mind. There is also a wide range in how returned products are handled – from throwing them in the dumpster to returning undamaged items to stock, and few records are kept.
  • Our challenge is to help retailer and big box customers design, develop and implement recycling and cost recovery systems in our market. This means both developing procedures for the retailers and new channels to cost recovery markets.
    • First, they need processes to triage returned goods into broad categories: new or near new goods condition for resale; goods which require refurbishing or recycling; and goods for environmentally appropriate disposal.
    • Second, we have created a software tracking solution – a reverse logistics program – to track returned goods from receipt to their eventual disposition with full end-to-end P&L analysis. This can yield up to a 45% gross margin on returned goods which is shared with the retailer.
    • We develop additional processes that vary by retailer to help them handle the flow of returned goods.
    • We want to provide the retailer with an end-to-end operational platform that turns a cost center into a profit center and reduces long-term liability exposure that accompanies landfill disposal.

You can contact Ross Johnston at rjohnston@diskcorp.com

Key Words: B2B, B2C, OEM, Warranty, Procedures, Focus, Product, Customer, Return, Refurbish, Disposal, Process, Tracking

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How Do You Land Your Next Big Customer? Six Suggestions

Situation: A small company wants to land one additional large account per quarter. They utilize an array of marketing activities but aren’t sure where to concentrate their efforts. From your experience, how do you identify and land your next big customer?

Advice from the CEOs:

  • Landing large accounts is more of a relationship game than a marketing game. Develop a list of targets. Determine who you want to approach as the key decision maker, and work your own network and those of friends to gain a personal introduction.
  • If you and your principal target customers have operations overseas try to develop relationships between your and their overseas managers. Social networks abroad can be more accessible than in the US.
  • If you plan to introduce a new product or service, ask current customers whether they know of anyone who might be interested. This can prompt their interest or get you a significant lead.
  • Once you identify potential targets, conduct third party surveys of their industries. These can yield valuable insights into your targets’ organization and needs and help you better position your offering.
  • If a target customer has multiple divisions, initiate a relationship with a single division first and then leverage this relationship to develop additional business across the company. A number of small companies have figured out how to do business with multiple divisions of a single large company.
  • Trade shows are underutilized by many companies. Schedule meetings with target contacts In advance of the show. Even a simple visit to their booth can lead to a significant meeting. If you have limited resources, simply register as an attendee and use the show to network with potential customers.

Key Words: SMB, Customer, Acquisition, Networking, Social, Relationship, Overseas, Operations, Survey, Trade Show

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How Do You Build A Scalable Sales Model? Three Steps

Interview with Scott Dietzen, CEO, Pure Storage

Situation: Even with a better mousetrap, an early stage tech company can’t afford a large sales force to cold call enterprise prospects. How do you build an affordable, scalable sales model – one which lets you quickly identify potential customers, and sell to them with a predictable rate of success?

Advice from Scott Dietzen:

  • From our experience, there are three steps to the process:
    • Form and quickly test hypotheses about your early adopters, and be prepared to iterate. “Friends and family” customers typically provide this test bed;
    • Look for ways for candidate customers could self qualify, and then strive to make that easily repeatable; and
    • Once have honed your messaging, leverage PR, viral marketing, social media, and other inexpensive means get your value proposition in front of more customers.
  • The chain of events between hypothesis, private experimentation and public launch is crucial:
    • Before launch, you want to have many confidential conversations about your value proposition with early prospects, and hopefully get many customers to privately try out your product. What do they love about the product? What changes will make it even more valuable? Listen and learn. At Pure Storage, we spent a year and a half in customer testing before we came out of stealth.
    • Most companies work too hard on the product and too little on the go to market plan. It’s better to do these in tandem. At Pure Storage we thought our messaging would skew toward performance, but learned that the fact that we saved customers 10X on their power and space budgets was equally important to them.
    • By having referencable customers in place before launch, you are better able to declare and defend first mover status and their validation is crucial to a successful launch.
  • A great way to accelerate growth on a start-up budget is to let customers self qualify for free:
    • At WebLogic, we offered developers a free download evaluation version of our software. A developer could choose to use WebLogic for free, and then go to their manager only after they had a WebLogic solution up and running. This made it far easier for management to make a buy decision, and took off so fast that it was hard for our sales force to keep up with the inbound license key requests!
    • At Pure Storage, we give away a software tool that storage administrators can point at an existing storage workload. The tool allows them to evaluate the savings from our data reduction algorithms, and hence how much their companies could save in cost and power by converting from mechanical disk storage to Pure solid-state flash. Enabling the customer to generate their own ROI story is an easier, more economical path to winning a happy customer, and the end user insider becomes a hero for delivering value to his/her organization.

Key Words: Technology, Solution, Model, Sales, Marketing, Customer, Identification, Hypothesis, Early Adopter, Social Media, Scalability, Pre-launch, Stealth

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What Do You Do When A Strategic Partner Changes The Game? Two Options

Situation: A membership association’s revenue is largely tied to its annual conference. The primary sponsor of the conference has decided to host their own annual conference. This will disrupt the association’s access to both conference attendees and vendors. The sponsor has offered terms of collaboration; however, the conditions are unfavorable to the association. What are the best alternatives available to the association and how should they pursue them?

Advice from the CEOs:

  • Are the association’s mission and vision are tied to or independent of the sponsor? If there is an ongoing reason for the association to continue without the sponsor then it is reasonable to pursue alternatives.
  • There are at least two options available to the association:
    • Accept the partner’s offer of collaboration, provided that this can be done under conditions that will allow the association to survive short-term. If the partner stumbles hosting its own conference this may allow the association to recover ownership of the annual conference. The danger is that this may lead to a slow death if the sponsor further cuts revenue to the association or a fast death if the sponsor decides to abandon the association.
    • Shift the focus of the conference and ancillary services under a new branding scheme. A survey of the membership indicates that the majority favor a mixed-platform solution, and may welcome a mixed-platform approach. You may need to rethink and rework your model but this may offer the best chance for ongoing survival.
  • What steps should be taken to pursue the second option?
    • Conduct a second survey of the membership to evaluate their preferences on platform focus, what they want to see in a multi-platform conference, and what platforms should be included.
    • Shift focus of the association to multi-platform as a response to members’ priorities and desires. Court the majority of the membership that favor a mixed-platform focus and de-emphasize those who favor the single platform solution.
    • Develop an alternate roster of sponsors including all competitive platforms. If this model succeeds, your current primary sponsor may find participation imperative.

Key Words: Association, Conference, Sponsor, Conflict, Conditions, Collaborate, Vision, Mission, Participation, Competitor, Single, Mixed, Platform, Survey, Focus

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What Questions Do You Ask to Build an Exit Strategy? Five Topics

Interview with Norman Boone, CEO, Mosaic Financial Partners

Situation: Many entrepreneurs who started companies in financial services and other industries are now 55+. They may be ready to move on, but not necessarily ready to move out. What questions should they be asking as they plan their exit strategies?

Advice from Norman Boone:

  • The most critical question is what you want to do with the rest of your life. Most people don’t give this enough thought. It all starts with what is most important to you.
    • Start with a self-inventory assessment – what are your resources, options, and what do you want to do or accomplish?
    • Discuss with your significant other or partner what will work for both of you.
    • Answering these questions helps to lay out the alternatives. Now, thinking about your company, what is important to you? Is it legacy, the future of your employees and business partners, the future of your clients?  Does your business continue, or to you see a sunset?
  • If your business will continue, do you see an internal succession, or sale or merger of the company? If internal succession, here are the issues.
    • Who will be the new leadership? Do you have good candidates on staff, or do you need to hire someone who will take over?
    • Be careful not to expect your successor to be a mini-you. They need to be able to bring their own talents and perspectives to the leadership role, not try to duplicate you.
    • Do you need to beef up the training of current staff to increase their managerial capacities?
    • Is an employee buy-out an option? There is a variety of choices to investigate.
    • What will be your role during and after the transition? Will you accept that new leadership may take the company in new directions?
    • To be most effective, this needs to be a 5 or 10 year process. Ideally you will have two to four successor candidates to evaluate.
  • Do you sell to the highest bidder? Many of the questions here are like those above.
    • Will you sell to the highest bidder, or to the bidder who seems the best fit for your stakeholders and clients?
    • How much voice, if any, will you offer your employees and / or clients in the selection process?
    • What due diligence will you do on potential buyers?
  • Do you merge with a similar company?
    • If you can find a compatible merger partner the combination may be the best of two worlds.
    • What is the culture? If different, what will be the impact?
    • A merger of like companies may assume that the other party has a commitment to ongoing operation: but this is not guaranteed.
    • What will your role be, and what is the transition plan? How will you involve your key people in the transition?
  • The other option is to sunset the company. Here you must have enough in savings so that you can forgo future income from the business.
    • What about the other stakeholders and clients who’ve invested their careers and business in you?
    • Try to time your exit with the expiration of leases and other obligations to minimize exit cost.
    • How will you assist the transition of stakeholders and clients to new opportunities and providers?

You can contact Norm Boone at norm@mosaicfp.com

Key Words: Entrepreneur, Retire, Exit, Self-assessment, Options, Alternatives, Succession, Buy-out, Sale, Merger, Sunset, Staff, Stakeholder, Client, Plan, Control, Culture

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How Does a Tech Company Get Beyond Its First Partner / Client? Four Options

Situation: A company has a long relationship with its initial client, which provides the company with key intellectual property. This client handles all marketing, sales and distribution for the company’s principal products, but only accesses 20% of the market. The client is concerned about having its image associated with expansion into markets that the company wishes to pursue. How do you structure a deal that enables you to access the broader market without offending the client?

Advice from the CEOs:

  • The issues for the client are public relations and liability. They don’t want to be associated with certain segments of the larger market as it may compromise customer perceptions of their core business. Further, they want to be indemnified should they face damages from your forays into the larger market. It is important that you address their concerns.
  • Sit down with the key client. Pose a problem that will generate the solution that you seek and let them solve it on their own. Then seek an agreement with the client on carve-outs within the larger target market with which they are agreeable.
  • Build an external company with different branding to approach the larger market, without jeopardizing the relationship with the key client. If ownership and management of the two entities are the same be aware that this is a thin veil.
  • You may increase opportunity for success if you build your own successor product – one tailored for the larger market – while your key client is paying you for current business. Once the product is built, ask the client whether they want to be involved and if so, on what terms. This enhances your bargaining position and reduces your downside risk.
  • Expand your offering, where current products are part of a larger offering. You have two alternatives: go there anyway, or go there with the client. If the client decides that they don’t like what’s happening and opens the market this could be ideal for you.

Key Words: Client, Partner, IP, Intellectual Property, Image, Liability, Solution, External, Entity, Successor, Product

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How Do You Build A High Performance Environment? Three Steps

Interview with Paul Limbrey, CEO, Elkiem USA

Situation: Leaders who are successful in the long-term have figured out how to build high performance environments. This enables them to continually produce breakthroughs by stimulating the performance of others, and to rise above their competition. What are the factors involved in building a high performance environment?

Advice from Paul Limbrey:

  • Our work is based on 20 years of research into high performance in individuals and organizations. First one needs to understand the dynamics that stimulate high performance in people.
    • Our research indicates there are several elements that combine to form a system that stimulate improved performance in populations. These elements include concepts addressing Direction – Achievement, Failure and Strategy, providing Status of current performance, and Motivation – reason/purpose plus reward/consequence. The final unifying element is the culture or guiding philosophy in an environment.
    • On a company level, the first task is to understand these dynamics as you have created them today. This enables you to see where you need to tweak your environment to better stimulate high performance.
  • How consistent is high performance across difference fields of human endeavor?
    • We find that all elements that encourage high performance exist in all environments.  However the potency of each element varies with the particular environment.
    • For example in some environments the Goals are more potent (Sales groups or athletes). In others culture is potent (the Military or companies like Southwest Airlines). In others the reward systems are most potent (Investment Banking) or the potential for failure (airline pilots or first responders).
    • Any of the elements can stimulate performance improvement.
  • How does one go about matching the right system and solution for a particular company?
    • Start by focusing on the potency of each subsystem – Directional, Status and Motivation – in your particular environment. How critical is each in shaping decisions and action taken?
    • Take the example of a CEO who has no vision for the future of the company. The result is inconsistent decisions day to day or week to week. The organization can’t focus on effective execution. The solution is to focus on Direction.
    • What about the CEO who is concerned with complacency. This is best addressed by looking to define what represents sub-standard more clearly for the organization.
    • If you have an “excuse rich” environment or desire greater accountability, look to your status or “exposure” systems to provide more accurate performance status first before looking toward your consequence systems.

You can contact Elkiem at usa@elkiem.com

Key Words: Leadership, Strategy, Performance, Environment, Success, Goals, Compensation, Measurement, Values, Behavior

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How Do You Simplify Access to Knowledge? Five Factors

Interview with John Kogan, CEO, Proformative

Situation: An organization that provides an online network for senior financial executives has an immense amount of content on its web portal. To improve the user experience of their target audience, they want to simplify access to this knowledge. How do you simplify access to knowledge?

Advice from John Kogan:

  • We have a rich portal with an immense amount of content potentially valuable to senior corporate finance[K1]  executives. We have many ways to access this content – perhaps too many. Our objective is to get the highest quality answers in front of the user with the least effort on their part. Google has done a very good job of pulling the best content to the top given a million possibilities to each query. If we can do this, we become the Google of finance and accounting!
  • Most people know what they want when they come to a site. We have started by creating a clean user experience to allow them that good “line of sight” to what they want.
  • Our objective is to help the user identify the right content with the smallest number of queries. From the user perspective, exposing the wrong content is a waste of time. We want to show them high quality, compelling content which directly addresses their need.
  • To develop quality content, you must have an open mind. It’s not about what we want to say, but understanding the user’s needs and addressing these. You have to be guided by the data to tell you what’s happening on the site and what the user wants to see, and then provide them relevant information.
  • Achieving this means that we must find people who are smarter than us in these areas and gain their input. In the end, your company is no better than the ideas that you can either dream up or gather from others. We constantly seek fresh perspectives from investors, advisors, users and potential users.
  • Finally, you must take action on the data you gather. Too many companies suffer from information paralysis. The solution is Vision plus Will plus Doing it!

You can contact John Kogan at info@proformative.com

Category: Strategy, Technology

Key Words: Strategy, Technology, Content, Portal, Access, Simplify, Knowledge, Google, User, Experience, Triage, Sticky, Relevant, Ideas, Execute

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What are Your Plans for 2011 Bonuses? Seven Thoughts

Situation: A company has historically given Christmas bonuses at the rate of 10-20% of salary in a good year. The CEO is concerned that employees may stay until their bonus is received, and then leave for another job. What are your plans for 2011 bonuses?

Advice from the CEOs:

  • First, what is your objective in granting bonuses? Which among the following are you trying to achieve?
    • Showing appreciation.
    • Acknowledgement of effort.
    • Effort above and beyond the norm.
    • Once you determine your goal, design a structure that will effect this goal.
  • What practices are typical for your industry – your competitors, vendors and clients?
    • Background research on industry practices provides a basis for your own practice. You can then evaluate whether varying from industry practice can give you an advantage.
  • Company performance should be a factor in determining bonus payment. So should performance against individual employee goals and objectives.
  • How much discretion should be given to managers for setting bonuses for their direct reports?
    • Talk to your managers and get their input on how they would handle bonus evaluation.
    • A number of companies give managers a pool guideline, and have them produce a spreadsheet of recommended bonus distribution for executive review and approval.
    • Individuals should not decide their own bonuses. Bonuses for all employees/managers should be decided by their direct supervisors.
  • Should the CEO be concerned if an employee takes their bonus and then leaves?
    • If an employee has earned their bonus, then you are granting them an earned reward. Their departure likely has much less to do with whether or not they receive a bonus than other factors.
    • Human resource research consistently demonstrates that compensation is at the bottom of the ladder of reasons that workers remain or leave – particularly workers who exercise critical thinking and judgment in their jobs.

Key Words: Strategy, Team, Bonus, Annual, Christmas, Incentive, Objective, Industry, Reward, Performance, Measurement, Discretionary

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