strategy staying on track bruce duggan director bullercentre.com
TRANSCRIPT
Strategy
staying on track
Bruce Duggan
Director
BullerCentre.com
Staying on Track
focus1. lunch alone
2. the no-cost benchmark
3. the $10 retreat
4. trading worries
5. strategy on a Post-It
toolsa. the strategy question
b. goals
c. making SWOT useful
d. competitive advantage
e. competitor triangle
only need 1 from each column
Focus
1. lunch alone• at least once a month
• take a notebook‐ no other paper
‐ no electronics
• sit for at least 40 min
• write down everything about work that comes into your head
Tools
a. the strategy question
How can we thrive?
Focus
2. the no-cost benchmark• Google “SME Benchmarking Tool”
‐ Industry Canada
‐ StatsCan
Tools
b. goals• hard
‐ profit‐ growth ‐ position‐ risk
• soft‐ management‐ employee‐ community‐ society
1 only
1 only
Focus
3. the $10 retreat• a ½-day retreat once a quarter
maximum no frills
• use a tool
• or ask‐ What are you worried about?
‐ What could bite us?
‐ What opportunity are we missing?
Strengths• ~~~
• ~~~
Weaknesses• ~~~
• ~~~
Opportunities• ~~~
• ~~~
Threats• ~~~
• ~~~
c. making SWOT useful
1. ____________
2. ____________
1. ____________
2. ____________
1. ____________
2. ____________
1. ____________
2. ____________
actions
Weaknesses• ~~~
• ~~~
• ~~~
Strengths• ~~~
• ~~~
• ~~~
us
Threats• ~~~
• ~~~
• ~~~
Opportunities• ~~~
• ~~~
• ~~~
ou
r world
Tools
Focus
4. trading worries• non-competing peer
once a month
‐ bring up your worries
‐ bring up your hopes
for the company
Tools
d. competitive advantage
i. value proposition options
ii. competitive advantage questions
“What’s our value proposition?”
“Why will people prefer to buy what we’re selling?”
“Niche”
“Our distinctives”
Tools
d. competitive advantage
i. value proposition options
‐ price
‐ features
‐ execution
pick only 1
Value Proposition OptionsPRICE FEATURES EXECUTION
Direct Tangible Availability
Price Quality Timing
Discount structure Performance Convenience
Rebates Proprietary properties Delivery
Credit rates Pre- & post- sales service Reliability
Indirect Options / choice Intensity
Financial assistance Guarantees Sales hustle
Capital vs. operating Intangible/Image Service hustle
Life cycle cost Design “Friendliness”
Cost absorption Fashions
Prestige
“Personality”
Can we actually beat our competition at this?
Can we live off this value proposition?
• What percentage of potential customers actually want this value?
• Can we reach them economically?
• Will they pay us enough?
d. competitive advantage
i. value proposition options
‐ price
‐ features
‐ execution
ii. competitive advantage questions
Tools
Tools
e. competitor triangle
“You can have it fast, you can have it cheap, you can have it good. Pick any two.”
fast
cheap good
What 3 product qualities do my sectors’ customersvalue most?
Tools
e. competitor triangle
speed
price quality
What 3 product qualities do my sectors’ customersvalue most?
Tools
e. competitor triangle
accessibility
price quality
True North
Hideaway
Trails EndRoss’ Resort
Pipestone
Happy Landing
What 3 product qualities do my sectors’ customersvalue most?
Focus
5. Strategy on a Post-It
Strategy
staying on track
Bruce Duggan
Director
BullerCentre.com