1491 f.kr.

500 f.kr.

“Look at the great fallen icons of our industry, IBM, Sears, General Motors. Why? Because from a position of unrivalled strength they did not see the necessity of change” (Jack Welch)

“The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.” (Michelangelo)

Economic logic

Staging

Arenas

Vehicles

Differentiators

Hvor skal vi være aktive? (og med hvor stor vægt)

Hvordan kommer vi i mål?

Hvordan vinder vi?

Hvordan tjener vi penge?

Hvor hurtigt og i hvilken rækkefølge skal vi bevæge os?

17

BASE CAMP

CAMP 1

CAMP 2

CAMP 3

1ST ASCENT

2ND ASCENT

3RD ASCENT

SUMMMIT

1. Aspirations

2. Situation

3. Objectives & goals

4. Actions

Economic logic

Staging

Arenas

Vehicles

Differentiators

Hvor skal vi være aktive? (og med hvor stor vægt) - Hvilke produktkategorier - Hvilke markedssegmenter - Hvilke kerneteknologier - Hvilke værdiskabene stadier

Hvordan kommer vi i mål? - Intern udvikling - Joint ventures - Licenser / franchise - Opkøb

Hvordan vinder vi? - Image / Branding - Tilpasning - Pris - Produkt kvalitet

Hvordan tjener vi penge? - Laveste kostpris igennem stordrift - Laveste kostpris igennem gentagelse - Premium pris igennem unik service - Premium pris igennem unik produkt karakter

Hvor hurtigt og i hvilken rækkefølge skal vi bevæge os? - Hastighed af ekspandering - Hvornår gør vi hvad

“En forretningsmodel beskriver rationalet bag, hvordan en

organisation skaber, leverer og fastholder værdi”

!Uddrag fra: Alexander Osterwalder, Yves Pigneur. “Business Model Generation.” iBooks. https://itunes.apple.com/WebObjects/

MZStore.woa/wa/viewBook?id=619250611

PARTNERE''LOKALE'UDD.'INSTITUTIONER''SET''STEP1''LOKALT'ERHVERV''REGIONALT'ERHVERV''AAU'OG'AU''ENERGIHUSET'+PUNKTET((MENTORER'RÅDGIVERE'VEJLEDERE'

AKTIVITETER''VEJLEDNING/RÅDGIVNING/SPARRING.''EVENTS:'HACKATHONS,'FOREDRAG,'PITCHING,'KONKURRENCER,'INNOVATIONS'WORKSHOPS,'BIZZ'UP.''SOMMERSKOLE,'IVÆRKSÆTTERSKOLE.'''

VÆRDIFAKTORER''ET'INSPIRERENDE'MILJØ'HVOR'UNGE'NEMT'KAN'NAVIGERE'OG'UDVIKLE'DERES'EVNER'SOM'IVÆRKSÆTTERER'VIA'PLADS,'SPARRING,'RÅDGIVNING'OG'VEJLEDNING'I'TÆT'SAMARBEJDE'MED'ERHVERVSLIVET.'''A  PLADS'OG'MILJØ'A  NEM'NAVIGATION'A  SPARRING'A  RÅDGIVNING'A  VEJLEDNING'A  ERHVERVSA

EKSPORNERING'

'

KUNDEARELATIONER'

'ET'INSPIRERENDE'OG'LEVENDE'STED'AT'VÆRE.'''VEJLEDNING,'SPARRING,'RÅDGIVNING.'''NYHEDER,'DIGITALE'MEDIER,'EVENTS.''

KUNDEA'SEGMENTER'

'STUDERENDE+ELEVER'PÅ'GYNMASIELLE'OG'KORTERE'VIDERGÅENDE'UDDANNELSER.'''LOKALT'OG'REGIONALT'ERHVERV.'''ALLE'UNGE'POTENTIELLE'IVÆRKSÆTTERE.'''TYPISK(PROFIL:(EN(UNG(UNDER(UDDANNELSE(SOM(HAR(INTERESSE(FOR(IVÆRKSÆTTERI.(((TYPISK(PROFIL,(ERHVERV:(EN(VIRKSOMHED(SOM(ØNKSER(ALTERNATIVE(LØSNINGSFORLSAG(TIL(PROBMLESTILLINGER.((

OMKOSTNINGER''EN'ADMINISTRATOR'BYGNINGSVEDLIGEHOLD'RENGØRING,'VAND,'EL,'VARME'ANLÆG:'KONTOR,'MASKINER'(?)''VARIERER'MED'INDTÆGTER:'VEJLEDERE,'UNDERVISERE,'RÅDGIVERE'ETC.''

INDTÆGTER''HACKS,'FOREDRAG,'SOMMERSKOLE,'KONKURRENCER,'ÅBENT'VÆRKSTED,'3D'PROTOTYPE'FREMSTILLING,'WORKSHOPS,''HUSLEJE'FOR'KONTORPLADSER'STEP1,'PHD,'IVÆRKSÆTTERE'MATCHMAKING,''DISPLAY'FEE'(REKLAME'FOR'VIRKSOMHEDER,'RÅDGIVERE'ETC.)''BDE'FOLØB'(?)'/'STØTTE'FRA'STATEN.''

KANALER''EGNE'KANALER:'UDD.'INSTITUTIONER,'NETTET',DIGITALE'MEDIER.'''EKSTERNE:'SET,'GYMNASIELLE'OG'KORTERE'VID.'UDD.,''LOKALT/REGIONALT'ERHVERV.''

RESSOURCER''ET'STÆRKT'NETVÆRK'AF'PARTNERE'='TRAFIK.'''EN'AKTIV'BESTYRELSE.''EN'MARKEDSORIENTERET'ADMINISTRATOR.'''VARIABEL'UNDERAVISNINGSSTYRKE.'''

17

BASE CAMP

CAMP 1

CAMP 2

CAMP 3

1ST ASCENT

2ND ASCENT

3RD ASCENT

SUMMMIT

1. Aspirations

2. Situation

3. Objectives & goals

4. Actions

Tell me and I'll forget; show me and I may remember; involve

me and I'll understand !

Old Chinese Proverb

22

1. Defining the aspirations Business / financials

External

Internal

Market share of XX%

Profit margin of XX%

Consumers’ preferred brand within innovation and

comfort footwear

The preferred partner of shoe retailers

Net revenue of XX

Average price per pair

XX ECCO shops / XX ECCO SIS

The most professional and efficient retail and wholesale

operation in the business

Highly motivated and skilled sales people

Processes and systems that make work easy

for our sales reps

The best sales managers in the business

23

Business / financials

External

Internal

2. Assessing the situation

Competitors Channels & Customers

Financials

Markets & Consumers

Products & Marketing Retail Wholesale Customer

Service & Logistics

24

3. Defining the objectives & goals Products & Marketing

Retail

Wholesale

Customer Service & Logistics

Organisation

2007

2008

2009 Aspirations

Growing distribution Net rev. of EUR XXm

Average price EUR XX XX ECCO Shops / SIS

Profit margin XX% Customer sat.: 4.8

…

Driving sales Net rev. of EUR XXm

Average price EUR XX XX ECCO Shops / SIS

Profit margin XX% Customer sat.: 4.6

…

Getting the basics right Net rev. of EUR XXm

Average price EUR XX XX ECCO Shops / SIS

Profit margin XX% Customer sat.: 4.4

…

?

?

?

?

?

? ?

?

?

?

? ? ?

?

?

25

4. Defining an integrated action plan

2007

2008

2009

Redeploy sales reps

Drive blitzes (clinic + day event + joint marketing)

Drive distribution shop growth in identified cities

Improving fill rate

Improving on time delivery

Drive upgrade of shops

Drive trend products within men�s and ladies incl. national campaigns

Roll out WMS wave 1

Drive performance and outdoor incl. national campaigns

Roll out WMS wave 2

Roll out WMS wave 3

Drive upgrade of SIS

Aspirations

Growing distribution Net rev. of EUR XXm

Average price EUR XX XX ECCO Shops / SIS

Profit margin XX% Customer sat.: 4.8

…

Driving sales Net rev. of EUR XXm

Average price EUR XX XX ECCO Shops / SIS

Profit margin XX% Customer sat.: 4.6

…

Getting the basics right Net rev. of EUR XXm

Average price EUR XX XX ECCO Shops / SIS

Profit margin XX% Customer sat.: 4.4

…

Products & Marketing

Retail

Wholesale

Customer Service & Logistics

Organisation

Strengthen recruitment process

MÅLSÆTNING

Raise your ambition...!AT#6,#I#WANTED#TO#BE#

A#COOK##

AT#7,#I#WANTED#TO#BE#NAPOLEON#

#SINCE#THEN,##

MY#AMBTION#HAS#GROWN#STEADILY!#

Salvador(Dali,(1904(0(1989(

Landing a man on the moon and return him safely to the earth by the end of the decade

!JFK

Målsætning*og*mål*verificering*(1*of*2)*

Indefra Udefra

Fra toppen Fremskrivning af salg Estimeret markedsstørrelse x ønsket markedsandel

Fra bunden Salg pr. sælger x antal af sælgere

Estimeret sag pr. kunde / kundesegment

Målsætning*og*mål*verificering*(2*of*2)*

-50

50

150

250

350

0

50.000

100.000

150.000

200.000

Faktisk 2012 Faktisk 2013 Estimat 2014 Budget 2015 Forventet 2016 Forventet 2017

Netto omsætning (fra bunden pr kunde) Netto omsætning (fra bunden pr sælger)

Netto omsætnintg (fra toppen (extrapolation) Markedsstørrelse index (extrapolation)

NPS - Net Promoter Score

Plans are only good intentions unless they immediately degenerate into hard work

!Peter Drucker

A4 Action plan

Beskrivelse: Overskrift Ejer Deadline Est. kost

Forventet resultat / effekt hvis ikke implementeret Afhængigheder

Aktiviteter (taktiker) Ansvarlig Deadline Estimeret omk.

The elevator pitch is your best ammunition to start interesting conversations

HOOK! Establish interest

Open your pitch by getting the attention. A statement that grabs the interest of the other person to want to hear more. State the aspirations – the HOOK – in a way that catches the other person’s interest. Keep it short, simple and honest!

EXCITE Explain the benefits

Create excitement by activating the other person’s feelings. Explain the benefits: •  What is in it for the customer? •  What is in it for HandiGood? •  What is it for me as an employee? Be very specific about the value proposition to the other person! Engage the other person by asking questions: •  How does this sound to you? •  How do you see these opportunities?

ASSURE Outline the plan

Provide credibility for the plan. Give the other person confidence that the aspirations, objectives and goals are achievable.

Explain: •  Which strategies (and tactics) will help us realize the aspirations,

objectives and goals? How are we going to realize these strategies (and tactics)?

CLOSE Make it real

Close the pitch by stating when the first initiatives will start – seeing is believing.

The$hook$must$be$a$statement$which$ac/vates$the$other$persons$curiosity$

Explain$the$benefits$to$create$excitement.$Make$it$specific$and$relevant$to$the$person$you$are$speaking$to$

Close$the$pitch$by$specifying$dates$for$the$

ini/al$ac/vi/es$to$happen$$

Make$the$other$person$believe$that$this$can$

actually$happen$and$you$know$what$needs$doing$

Digital Strategi

Der var engang hvor ‘’digital’’ var et rum. Nu, meget senere med fødslen af internettet er det digitale blevet en markedsføringskanal præcis som tv, radio og print.

Den digitale strategi - et overblik

Indhold Oplevelse Platform

Prioriter din indsats

web spisested web spisested

Informed choices !

Timely action