5 Ways to Seed Your Business For Organic Growth

External

Branding

Internal

Branding

Their Stories Our Story

Our Story is made stronger, and realizable through the hard effort, passion and energy of our people and partners. We…

Connect. Build. Inspire.

https://www.youtube.com/watch?v=glY3DA61Mkw

https://www.youtube.com/watch?v=N9DY4FspHq4

5 Ways To Seed Your 5 Ways To Seed Your Business For Organic Business For Organic GrowthGrowth

Suresh ParmachandSuresh ParmachandDirector of MarketingDirector of Marketing

Uponor LtdUponor Ltd@mktngjnky

Market s

Brain Drain - Today

18-25 26-37 38-49 50-60 61-70 71+

16 561 000Age Distribution3% 18% 24% 45% 11%

Brain Drain – 10 years

18-25 26-37 38-49 50-60 61-70 71+

14 739 292Age Distribution2% 2% 18% 23% 44% 11%

Brain Drain – 15 years

18-25 26-37 38-49 50-60 61-70 71+

11 261 480

2% 2% 10% 21% 33% 32%

Age Distribution

Search and Search and Social Killed Social Killed

the the SalesmanSalesman

Acces sThe access to information that individuals have is unprecedented today than any other time in human history

source: stats Canada source: Oracle retail study

84%CanadiansConnected

Staycation PhenomenaStaycation Phenomena

Nest i n gIndividuals are spending time making their houses homes through beautification projects

source: Globalnews, TD Economics

• Two-thirds of Canadians say gas prices affect their summer plans

• Declining loonie impacts decision making

• Summer travel is down 27%

• Residential investments as a percentage of households moved from 25% to 40% currently projected to ~3-5% increase for 2015 ($45 BN market in CDA)

The Rise OfThe Rise OfDo-If-For-Me ServiceDo-If-For-Me Service

Con ve n i e n c eThe new consumer market needs services that eliminate the non-value added routines many were use to.

source: Globalnews, TD Economics

• Gen Y and Millennials have grown up with different development traits

• Retail sales have stagnated while renovation wholesalers have seen an increase in sales of ~3-5%

• Aging demographic want to spend longer time in homes and represent ~$2.2 BN in spending over next 2 years

Patience Is Not A VirtuePatience Is Not A Virtue

9/10 US Consumers say they would pay more for superior Customer experience

78% of customers have bailed on an intended transaction because of a poor experience

86%In 2011, 86% of consumers quit doing business with a company due to a poor transaction or service experience (vs. 59% in 2007)

80%Of Customer Service related tweets on Twitter are negative or critical of the brand in question, a large majority of customers expect a reply in an hour.

Social Saved the Social Saved the Restaurant BrandRestaurant Brand

Resp o n s i v e n e s sThe new requirements that consumers place on brands is nothing short of instant

A abnormal experience at establishment. Tweeted disappointment.

< 2hrsResponse from Biermarkt via twitter. Request for my email address.

< 12hrsProvided email address, and a response to my email account was provided with a request for details on experience.

< 24 hrsAfter explaining experience the location manager contacted me with a request to be his guest.

A poor experience was made ecstatic by organization trying to understand needs and making good on their experience.

The The WatercoolerWatercoolerDiariesDiaries

1

St oryt e l l i n gThe tales that are told are what resonate with individuals and live far beyond the moment they are recited

The Watercooler The Watercooler DiariesDiaries

Stories have been the way humans have transferred knowledge and experience for millennia.

Stories provide a means of delivering our unique message, experience and value.

Stories allow our Customers to create an emotional connection to ourselves and our organizations.

Stories are more easily accepted by Customers

Stories allow your call to action to be realized

Determine CustomerDetermine Customer

Website

Product

PrintAd

Support Services

Event

PrintAd

Website

Event

Product

SupportServices

Path I

Path II

Understand Their Understand Their ExperienceExperience

Create CatalystsCreate Catalysts

Drive ConsistencyDrive Consistency

Moments In Time

Uncover StoriesUncover Stories

LearnLearn JapaneseJapanese

2

Unders t a n d i n gThe trait that leads to success is ensuring you take the time to listen to your Customers needs, then consistently delivering on them

How To How To ListenListen

D

AEyes – To see with wide open (Be observant)

BUndivided Attention – To see with wide open (Be attentive)

C Heart – To feel (Be empathetic)

D Ears – To hear (Be attentive)

E Mind – To think (Be mindful)

A

E

B

C

Listening

3

Lifecycle Lifecycle ManagementManagement

ABC ABC

ContractingContracting

est. 1945est. 1945

I n v e s t i g a t eCreating a sustainable business requires looking at the business through a different longer-term lens

Customer Catching

Companies spend too much time here

Customer Keeping

Companies do not spendenough time here

Target Prospect

Prospect

Customer

Client

Supporter

Advocate

Partner

Ladder of Customer LoyaltyLadder of Customer Loyalty

Consistent ExperienceConsistent Experience

Business

Experience

Randomized Approach Systematic Approach

HerdingIntimacy

Intro

duct

ion

Gro

wth

Mat

urity

Dec

line

Dev

elop

men

t

Sale

s R

even

ue

0+

Understanding the LifecycleUnderstanding the Lifecycle

Business

Evolution

Legacy ManagementLegacy Management

Generation I

Business

Start-up

Business

Evolution

Business

Start-up

Business

Sell-off

Business

Evolution

Market

Diversification

Legacy

Business

Freshman Junior Senior Teacher

Freshman Junior Senior Teacher

Senior Teacher

Generation II

Generation III

Neo

Business

Time

Facil i tat ing ChangeFacil i tat ing Change

www.mybizon.com

A network of current and potential business owners looking to buy or sell businesses:

• Educated Community - Connect and get educated. Whether Buyer or Seller learn the most optimal ways to manage the transaction.

• Data-Based Decisions - Robust tools that assist with both the buying and selling processes.

• Stress Free - A resource of Industry professionals that assist with the process or manage it for you.

BizON - Business Matchmaking Made EasyBizON - Business Matchmaking Made Easy

source: mackcollier.com, Think Like A Rockstar

Harnessing The Opinion Harnessing The Opinion LeadersLeaders

Market A Market B Market C Market D Market E Market F

Pareto ReviewPareto Review

Vital Few


80/20 Rule80/20 Rule

Trivial Many


20/80Rule20/80Rule

Intro

duct

ion

Gro

wth

Mat

urity

Dec

line

Dev

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Sale

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Understanding the LifecycleUnderstanding the LifecycleLife Time Value: $500 000

Intro

duct

ion

Gro

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Mat

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Dec

line

Dev

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Sale

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Intro

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ion

Gro

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Mat

urity

Dec

line

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s R

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Intro

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Gro

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Dec

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Intro

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Intro

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Opportunity: Leverage your offering

Strategic Partnerships

Strategic Partnerships

SuppliersSuppliers

DistributorsDistributors

CustomersCustomers

CompetitorsCompetitors

Strategic PartnershipsStrategic Partnerships

Opportunity: Leverage your offering

Leveraging Your ValueLeveraging Your Value

The Social The Social NetworkNetwork

4

49% 51%

Smartphone Audience

72%1313%%1313%%1313%%1313%% 2121%%2121%%

5252%%5252%%

Social @ PlaySocial @ Play

99%%99%%44%%44%% 1111%%1111%%

7676%%7676%%

Social @ WorkSocial @ Work

22%%22%%

1919%%1919%%22%%22%%

3535%%3535%%4343%%4343%%

source: CMPX survey 2014

The Social LandscapeThe Social Landscape

The Social NetworkThe Social Network

source: webfuel.ca, ipsos reid interactive report

Majority of online Canadians now use online social networking sites, with a large portion doing so daily:

@ 62% have ever visited or browsed an online social network, up from 51% in 2010.

@ 30% visit site at least once a day, up from 19% in 2010.

@ 41% describe themselves as communicating more with people online than offline.

@ 31% consider themselves active users, posting and replying to others’ posts.

@ Online Canadians have an average of 130 “friends” on their online profiles, up from 123 in 2010.

@ 50% of online Canadians with a social networking profile have been using social networks for at least three years.

The Social NetworkThe Social Network

Engagement requires being genuinely involved in conversations with your audience

Rel a t i o n sh i p

200 million users worldwide, 7 million are Canadian which represents the 5th largest market in the world. Users average income is ~$75k, most popular industries are Finance and manufacturing. LinkedIn is the best social networking site for lead generation. Most gained users of platforms

source: webfuel.ca, ipsos reid interactive report, huffington post, social bakers

500 million users worldwide. Second most popular social media site in Canada. .

86% of Canadians have a Facebook profile, down from 90% in 2010, signifying near market saturation. Still the most popular site among Canadians.

Second largest search engine in the world.Canadians are highest viewers of video in the world with an avg of 300 views per month. Top sites (Justin Beiber, VanossGaming and Just for Gags)

Identify Key IndicatorsIdentify Key Indicators

Social PlatformsSocial Platforms

Get NoticedGet Noticed

www.yext.com www.neustarlocaleze.biz

1) Advertise but don’t ask for reviews

2) Stay in constant contact with customers

3) Schedule same day service

4) Explain everything to establish trust

5) Diagnose failures over the phone when possible

6) Clean up after yourself

7) Deliver above and beyond customer expectations

Get NoticedGet Noticed

ReputationReputation ManagementManagement

Easy as 1-2-3:•1. Compose an email including your press release text and multimedia assets. Send it to [email protected].

•2. We'll compile your content, build your Tiny Pitch, and send it right back to you in a matter of seconds.

•3. Open your Tiny Pitch™ and share it with your contacts and social networks. Embed it on your website or in a blog post

mailto:[email protected]

The Honeycomb The Honeycomb EffectEffect

5

Strategic success requires being consistent with all tactics

I n t egra te d

The Honeycomb Effect:The Honeycomb Effect:Why?Why?

It allows businesses to leverage the inherent talent that exists within the organization.

Because employees are engaged and part of the initiatives they become ambassadors of the brand and effective storytellers.

Business owners need to show a return on all their investments and marketing is no exception, by integrating all elements you optimize investment dollars.

By mapping Customers activity cycles and aligning tactics and messaging along cycle we ensure engagement and value-enabled solutions.

Most businesses don’t have a large budget to create different messaging for each target audience, by creating a consistent message all activities are cohesive.

Customer Activity CycleCustomer Activity Cycle(Completing Glauben Machen) (Completing Glauben Machen)

Step 1

Step 4

Inspirat ion & Ch oice Se lectionCu

stom

er R

elat

ions

hip

Step 2

Step 3

Step 5

Step 6 Solution 1

Solution 2

Solution 3

Solution 4

Enabling CustomersEnabling Customers

ABC Inc.

Builder Program

Awareness

Engagement

Conversion

Advocacy

Feature Product

Media

Case Studies

PR Plan

Tradeshows

The Honeycomb EffectThe Honeycomb Effect

Integrated Integrated ExamplesExamples

Integrated Integrated ExamplesExamples

Nurturing Your FutureNurturing Your Future1 The Watercooler Diaries

2 Learn Japanese

3 Lifecycle Management

4 The Social Network

5 Honeycomb Effect

@mktngjnky

Linkedin.com/marketingjunky

marketingjunky.wordpress.com

Suresh Parmachand

5 Ways To Seed 5 Ways To Seed Your Business For Your Business For

Organic GrowthOrganic Growth#HomesRenovatorRoundtable