Upload
luisa-briscoe
View
218
Download
1
Tags:
Embed Size (px)
Citation preview
Value Proposition 1
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Building the Information Center’s Value Proposition
NOCALL Fall Education WorkshopNovember 12, 2003
Libby TrudellSr. Vice President
Information Professional DevelopmentDialog
Value Proposition 2
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Building the Information Center’s Value Proposition
•Linking Information Services to Compelling Business Events
•Marketing: Your Elevator Speech
created by Net Worth Consulting, Inc for Dialog, 2002
Value Proposition 3
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Today’s Schedule
Introduction 10 Minutes
Who are your Patrons/Clients? 15 Minutes
How Compelling Business Events drive the need for Information
25 Minutes
Practice linking Compelling Business Events to Information
30 Minutes
Next Steps 10 Minutes
Break 10 Minutes
Creating your “elevator speech” 50 minutes
Value Proposition 4
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Quantum2
• Linking Information Services to Compelling Business Events is part of Dialog’s Quantum2 program
• Quantum2 is:– A professional development program for information
professionals– A combination of training, communications and tools to
help information professionals develop leadership skills and demonstrate the value of their services to their organizations
– Available free to information professionals worldwide– Quantum.dialog.com
Value Proposition 5
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Quantum2 Leadership Circle
Strategic Competencies
•Environmental analysis
•Knowledge culture vision
•Perception analysis
•Relationship management
•Management buy-in
Business Competencies
•Needs assessment
•Service definition
•Marketing:Package,
Promote, Persuade
•Performance
•Measurement
Value Proposition 6
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Today’s Schedule
Introduction 10 Minutes
Who are your Patrons/Clients? 15 Minutes
How Compelling Business Events drive the need for Information
25 Minutes
Practice linking Compelling Business Events to Information
30 Minutes
Next Steps 10 Minutes
Break 10 Minutes
Creating your “elevator speech” 50 minutes
Value Proposition 7
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Who Are Your Patrons & Clients?
• Who are your current and potential patrons/clients? Why?
– Anyone who walks in?– The funding department?– The company/organization itself?– A broader constituency (e.g., shareholders,
beneficiaries)?– The field of research itself, connecting to broader
human knowledge?
Value Proposition 8
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Who Are Your Patrons & Clients?
Anyone
Funders
Company/ Organization
Broad Constituency
Researchers
Exercise #1
Value Proposition 9
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Who Are Your Patrons & Clients? Exercise #2
Value Proposition 10
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Who Are Your Patrons & Clients?
Anyone who walks in?The funding department?The company/organization itself?A broader constituency (e.g., shareholders, beneficiaries)?The field of research itself, connecting to broader human knowledge?
Anyone who walks in?The funding department?The company/organization itself?A broader constituency (e.g., shareholders, beneficiaries)?The field of research itself, connecting to broader human knowledge?
Who is in your “inner circle”
Who should be there?
Value Proposition 11
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Today’s Schedule
Introduction 10 Minutes
Who are your Patrons/Clients? 15 Minutes
How Compelling Business Events drive the need for Information
25 Minutes
Practice linking Compelling Business Events to Information
30 Minutes
Next Steps 10 Minutes
Break 10 Minutes
Creating your “elevator speech” 50 minutes
Value Proposition 12
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
What Are Compelling Business Events?
• Mergers, acquisitions, divestitures• Products changed or introduced• Regulatory/legal changes• Societal changes• Staffing pattern changes (work-at-home,
redundancies, increased recruitment)• Markets opening or closing• Distribution channel changes
Value Proposition 13
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
The “Magic Bullet”
Compelling Business Events are the “magic bullet” to
demonstrate the power of the Information Center
Compelling Business Events are the “magic bullet” to
demonstrate the power of the Information Center
Value Proposition 14
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
The “Magic Bullet”
• How can you recognize Compelling Events?– Sponsorship has been assigned– Action must be taken– Resources have been committed– Attention is on outcomes – within a
particular time frame– Can Info Center help in demonstrable ways?
Value Proposition 15
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Linkage
Compelling Financial Events
Client/Patron Priorities
Info Center Assistance
Value Proposition 16
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Making Trade-offs Among Customers
• Choosing compelling financial events
– Capture the needs of the broadest grouping of customers where success is most critical,
And
– Build the Info Center brand for the other, less crucial ones.
Value Proposition 17
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Driving the Need for Information
• How do compelling business events drive the need for information?
Compelling Business Event Data Source Examples
Mergers, Acquisitions, Divestitures
Annual reports back a few years Research and analyst reports International business press Industry newsletters Local press and business journals (where
large presence) Media (eg FT) transcripts for interviews with
executives
Value Proposition 18
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Driving the Need for Information
Compelling Business Event Data Source Examples
Products Changed or Introduced
Competitive patents, Industry newsletters, esp consumer discussion
forums Demographics Manufacturing demographics of plant Regulatory actions against the particular mfg
or similar products at locations at FDA, brands and their companies,
Thomas register of manufacturing companies
Value Proposition 19
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Driving the Need for Information
Compelling Business Event Data Source Examples
Regulatory/Legal Changes
US, EU Legislation Regulatory Legislation Consultation/White papers Filings of enforcement actions Industry newsletters, call agency Industry Watchdogs
Value Proposition 20
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Driving the Need for Information
Compelling Business Event Data Source Examples
Distribution Channel Changes
Marketing Databases: e.g., Channel -marketing and advertising reference service)
Company directories: e.g., Dun & Bradstreet, industry newsletters for competitive plays
Value Proposition 21
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Today’s Schedule
Introduction 10 Minutes
Who are your Patrons/Clients? 15 Minutes
How Compelling Business Events drive the need for Information
25 Minutes
Practice linking Compelling Business Events to Information
30 Minutes
Next Steps 10 Minutes
Break 10 Minutes
Creating your “elevator speech” 50 minutes
Value Proposition 22
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Exercise: Example #1Information Solves Business Problems
Acquire new/expanded practice area:
Weil, Gotshal & Manges expands global competition practice with addition of Clifford Chance Partners.
PR Newswire, Oct 16, 2003 Weil, Gotshal & Manges LLP, one of the world's leading law firms, today
announced an expansion of its highly regarded global competition practice. Steven A. Newborn, James C. Egan, Jr., John E. Scribner and Laura A. Wilkinson will be joining the firm as partners, resident in its Washington, D.C., office. They join Weil, Gotshal & Manges from Clifford Chance.
Assess from perspective of Weil, Gotshal or competing firm
Value Proposition 23
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Worksheet: Example #1Information Solves Business Problems
What would happen to your customer And What would it mean to you?
What should you do If this Compelling Financial Event
occurred Best Case Worst Case Expected Case about it? c/p c/p c/p
Acquire new / expanded practice area You You You
Value Proposition 24
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Exercise: Example #2Information Solves Business Problems
Geographic market expansion:
Dewey Ballantine Launches Italian Practice
PR Newswire, Sept 23, 2003
International law firm Dewey Ballantine LLP announced today that, as the next stage in its planned European expansion, it will open offices in Milan and Rome and an Italian desk in the Firm's London office. The launch of the Italian practice, which will take effect on October 1, 2003. Dewey Ballantine's Italian practice will initially be staffed by approximately 20 lawyers...
Assess from perspective of Dewey Ballantine or competing firm
Value Proposition 25
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Worksheet: Example #2Information Solves Business Problems
What would happen to your customer And What would it mean to you?
What should you do If this Compelling Financial Event
occurred Best Case Worst Case Expected Case about it? c/p c/p c/p
Geographic market expansion You You You
Value Proposition 26
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Exercise: Example #3Information Solves Business Problems
New product Introduction:
Introducing Morgan Lewis Resources: New Enterprise to Assist Companies With Federal Compliance Needs.
PR Newswire, Sept 10, 2003
Morgan Lewis, one of the 10 largest U.S. law firms, today announced the launch of Morgan Lewis Resources, a major initiative to help corporate clients meet their increasingly demanding federal regulatory requirements by providing companies a full spectrum of legal risk containment products and services…
Assess from perspective of either Morgan Lewis or a competing firm…
Value Proposition 27
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Worksheet: Example #3Information Solves Business Problems
What would happen to your customer And What would it mean to you?
What should you do If this Compelling Financial Event
occurred Best Case Worst Case Expected Case about it? c/p c/p c/p
New product introduction You You You
Value Proposition 28
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Exercise: Example #4Information Solves Business Problems
Change in legislation or policy:
US govt uses Latham man in CSFB case
Story from www.thelawyer.com/lawyernews
Latham & Watkins co-chair of global securities David Brodsky has become the US government's star witness in the obstruction of justice trial against former Credit Suisse First Boston (CSFB) banker Frank Quattrone.
The testimony of the lawyer, a former managing director and general counsel for the Americas for CSFB, who joined Latham's New York office in 2002, signifies another nail in the coffin of the hallowed attorney-client privilege following the publication of the Sarbanes-Oxley Act. The act gives corporations the option of allowing in-house counsel to testify in court by waiving attorney-client privilege.
Consider impact from perspective of any corporate practice area
Value Proposition 29
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Worksheet: Example #4Information Solves Business Problems
What would happen to your customer And What would it mean to you?
What should you do If this Compelling Financial Event
occurred Best Case Worst Case Expected Case about it? c/p c/p c/p
Change in legislation/policy You You You
Value Proposition 30
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Exercise: Compelling Financial Events
Assessing Business Risk!What would happen to your customer And
What would it mean to you?
What should you do If this Compelling Financial Event
occurred at your company Best Case Worst Case Expected Case about it?
CUSTOMER
Merge, Acquire, Divest YOU
CUSTOMER
Products Changed or Introduced YOU
CUSTOMER Regulatory/Legal Climate Changes YOU
CUSTOMER Market or Distribution Channel Change YOU
Other?
Value Proposition 31
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Today’s Schedule
Introduction 10 Minutes
Who are your Patrons/Clients? 15 Minutes
How Compelling Business Events drive the need for Information
25 Minutes
Practice linking Compelling Business Events to Information
30 Minutes
Next Steps 10 Minutes
Break 10 Minutes
Creating your “elevator speech” 50 minutes
Value Proposition 32
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Two-way Linkage
Compelling Financial Events
Client/Patron Priorities
Info Center Assistance
Value Proposition 33
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Closing
• Action
• Support from Quantum2
Value Proposition 34
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
BREAK!
Value Proposition 35
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Marketing: Your Elevator Speech
Value Proposition 36
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
The Marketing Message
• Why do you use choose a product?• What makes you choose?
– Value– Price– Emotional attachment
• How does that product differentiate itself from others? What makes it unique?
Value Proposition 37
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
To whom are you marketing?
• People – the original “P”• Who are your customers?
– Now “core market”– Future “prospects”– Hidden audience?
• What are your customers needs?• How well are you providing for them?
– Customer Satisfaction – Do you track it?
Value Proposition 38
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
1. Your Target Customer
Think in terms of:
– What are my customers’ difficulties?
– What motivates my customers?
Value Proposition 39
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
What are you marketing?
• Can you easily describe your services/ products?
• Can you describe the value/benefits they bring?
• What is the message you are trying to put forward?– e.g. You provide a trusted, reliable information
service that is the most cost effective alternative
Value Proposition 40
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
2. Your Deliverables
Use such questions as: – Who are we? – What do we offer? (the services
or features we provide) – What are our key strengths? – What are our limitations?
Value Proposition 41
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
3. Benefits of Your Services
Use questions such as: – What problem is solved by my
service? – What solutions have worked? – What has failed?
Value Proposition 42
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Why are you marketing?
• Create a desire/need for your services?• Create understanding of the value of
your services – develop identity?• Get that message out?• Expand your client base?• Grow your product line?• Counter threats – internal/external?
Value Proposition 43
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
4. Desired Customer Action
•Call me? •Recommend me to someone else?•Stop by the IRC for a tour?•?
Value Proposition 44
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
The Elevator Speech Formula
• FOR (target customer)
• WHO (needs or is an opportunity for)
• THE (product or service name)
• IS A (product category)
• UNLIKE (primary competition)
• OUR PRODUCT (primary difference)
Value Proposition 45
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Sample Elevator Speech
For Information Professionals who are interested expanding their roles as leaders in
their organizations, Quantum2 is a leadership development program that offers
workshops based on strategic and business competencies.
Unlike other similar programs, ours is not merely information posted on the internet.
It also offers a combination of training, communications and tools to help information professionals demonstrate their value within their organizations.
Value Proposition 46
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Marketing Plan Template
• Market Analysis– Target Market– Competition
• Environmental Analysis• Product Analysis• Marketing Strategies
– Positioning and packaging– Promotion and persuasion– Pricing and Budget
• Goals - Measurable and Quantifiable• Monitoring Progress
Value Proposition 47
INFORMATION TO CHANGE THE WORLDINFORMATION TO CHANGE THE WORLD
Thank you!
Questions?
quantum.dialog.com
Libby [email protected]