In this section we’ll share my knowledge about three areas of strategy that help entrepreneurs and business owners transform their businesses.
The goal is to give you knowledge that makes you see your business, your competitors, your market and above all your customers in a different light. As you see things differently you’ll start having ‘A-ha’ moments. Those will stimulate you to change what you do and how you do it.
The sum of these changes will make your business far more competitive because customers will come to love you for the amazing value that you offer. You’ll also learn to keep your costs down and earn a handsome profit.
We divide the knowledge that we share into three areas.
Business Strategy is all about the big picture. It is about looking for the vision for your company and then building a business model that will take you there.
One way to look at it is to imaging that you are taking your business on a journey across a continent. Say your destination is Timbuktu, deep in the Sahara desert. Your business will then be designed to be efficient at driving across sand and rocky erg desert. You may be able to scavenge power from solar cells and have to find innovative ways to keep the engine cool.
Conversely if you want to go to Shangri La, high up in the Tibetan Himalaya, then you will be building a business capable of traversing high mountain passes, swollen glacial rivers and surviving freezing temperatures.
You might be selling pancakes in both cities but the business model will be different for each market.
If business Strategy is all about setting the direction and designing the vehicle, then marketing strategy is about the paint job and how you treat your customers.
At its simplest your customers want to change their lives because they are unsatisfied by some aspect of it. You want them to buy your product or service because it will make that change and transform their lives.
Marketing strategy is all about how to do this. We don’t have a lot of money to spend so we must spend it carefully. The money that we spend must have the biggest return possible. Marketing strategy is a set of tools that can be used to take much of the cost and risk out of this process.
Operations Strategy is the ugly dwarf of the three strategy components. It’s not glamorous. It’s all about the nitty gritty of making sure that everything works as well as it can.Going back to our car metaphor. The operations strategist is the mechanic who is constantly tinkering with the engine and all the car components trying to make them more efficient. Can I reduce the air con power consumption if I tweak this setting? Can we go a little faster over this rough ground if we replace the springs. Using tried and tested methods it is entirely possible to cut costs by 50% or 90% for many processes. If it isn’t costs that you care about then they can be tweaked to be faster, better quality, higher customer satisfaction or any other metric that is important. Operations strategy also helps you grow faster by identifying the issues that will slow your growth and start causing your optimised engine to rust up or overheat.
Delivering Strategy to Improve Performance
This is what I do. I make your business better by helping you design, redesign and optimise the different components of it.All startups begin in chaos and disorder. As you grow you have to leave that behind and become finely tuned machines delivering customer satisfaction. I help you do that.