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Ricker and Smart
Ricker and Smart
Strategic Planning – Marketing –Education and
Training
Bob [email protected] (615) 329-2882
www.rickerandsmart.com
Ricker and Smart
The Plan
Strategic Planning
Market Plan Market Message Tactical Plans
Employee Messages
Employee Education and Training
New and Old Customer Messages and EducationAdvertising
Ricker and Smart
Strategic Planning• New Strategic Plan that you can work with
(Meaning “getting a plan in shorter order”).• A facilitative meeting to go over initial information for plan.• A report you can use.• Charts you can use to present your case and evaluate the
project or situation.• You can analyze faster.• Use the plan to make current and near future decisions.• Helps you “discover issues” you may not have thought of.• Consider the competition in all aspects.• Consider new technologies that compliment your business and
benefit your customer base.
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Marketing
• Assist with Market Planning.• Help understand new services and features.• Help examine methods of effective and
economical advertising.• Help boost current penetration rates.• Examine what new services could benefit your
current subscribers and community.• Increase revenues by examining service suite more
closely.• Understanding competition and market to your
advantage.
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Education and Training
• Assist company employees with seeing “the big picture”.
• Help employees understand “everyone sells”.• Training in business concepts that relate to day to day
activities.• Marketing and customer service education.• Understanding of services and how to communicate
their value to customers, including competition.• Customer communication, education and interactive
exercises.
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Education and Training
• Exploring customer needs.• Making relationship between
services offered andcustomer need.
• Expanding service penetration rates.
• Problem Solving.• Handling customer issues.• Brainstorming Methodologies.
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Education Process
Customer Service
Marketing
Planning
Advertising
EmployeeActivities
Understanding of:
EmployeeActions
Customers
Products &Services
Educate
Onsite Education
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Why is this important?
• Competition is stronger than ever before.• Methods of competitive product delivery in your
“backyard”.• Competitive advertising.• Competitive devices. • Customers are much more knowledgeable.• More market segments to address.• Customer service and support is a must.• Advertising has to get your critical messages across.
Why Now?
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Things I have been toldDuring Planning
• It confuses people to talk about digital switching.
• Only doctors, veterinarians, maybe a lawyer or two will use wireless phones in the rural market.
• No one will ever advertise over the internet.
• Rural customers won’t be interested in voice mail.
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A few more.• GR-303 will never be used or adopted in the
rural market.
• After flying with an Osborne portable computer- a flight attendant asked if she could put my sewing machine upfront.
• I can barely sell dial tone.
• My customers never buy anything.
• I suppose I haven’t been advertising.
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What does a customer expect?
• Multiple services (Telephone-Internet-TV-Wireless)
• One Bill• Fast repair• Easy Access – Via Phone, Locations, Internet
• Information – Training – information via Web or Email
• Service can’t “LACK or be sub-standard”• Priced competitively• Customers Know Competition Factor –
Sees Advertising
How often does this change?Has it changed in recent times?
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Customer Profile• Need Dial Tone?• Mobility?• Email?• Internet?• Video?• Video-High Def?• Long Distance? (package or special pricing)• Own a Business? Multiple Businesses? Business services?• CLASS services?• Voice mail?• Advanced services?• Personal Agent?• Conference?• Services such as Advertising on IPTV?• Family or Business requirements? Multiple Lines – Multiple wireless phones -
multiple mailboxes - various locations• Billing? Online? Contracts?
How much of what you have to offer is driven by other consumer products? -- iPods - new TV’s – Pod casts - Downloadable items.
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Competition ActivityPotential ThreatMarket Windows
Planning - the IdeaMarket Trends Impacting Business
Statement Of Opportunity
Strength And Weakness In Respect To Opportunities And Threats
•Required Features or Services•Required Timing•Required Investment•Required Resources
•New Market Entry•Revenue Generation•Customer Support•Revenue Protection
Important Customer SegmentsSegment NeedsPotential Market Size
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Strategic PlanningThe Process
Have a facilitative meeting:One on one or with a team.
Go over questions and considera project or services. Recordall inputs.
Create a report and charts and go over results.
New Idea!
Comparisons can be made in the future.Creates a good way to track ideas and impressions.You have charts and a report to share and discuss with others.
Ricker and Smart
Strategic Planning
Planning Groups
Company Executives Management
StaffWorkers
Management
Plan Motion
Plan Creation and Monitoring
Carry Out Plans
Implementing Plans
Implementing Plans
Reporting Results back to planners and management
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Strategic Planning
Time
Strategic Plan
LevelsIn
OrganizationTactical Plan
Tactical Plan
Tactical PlanTactical Plan
Tactical Plan
Tactical Plan
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Strategic Planning
Your Company
Evaluate:
Degree of developmentAdvantagesReputationMarket FocusMarket ShareCompetitionCustomer loyaltyExperienceStaying powerAvailability to abandonSpeed of responseCost of response
Define the project, service or idea
The Market
Difference in service or offeringcompared to competition or other products/services.Size of your advantage.Expected market growth rateWhat are the threats of new or like products or offerings?How many market segmentsDo you depend on suppliersEase of changing suppliers
The ServicePerformanceDurabilityMeets StandardsFeaturesHow do features compareReliabilityServiceabilityMarket Focus in an new or existing marketPrice fit in the new marketDifferentiationROIProfitability
The CustomerImportance of price in the decision.Product importance to the customer.Customer price awarenessCompetition function awareness
Product Distribution
Size of marketplaceAvailability and serviceAbility to deliver and support
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Environmental Factors
Area Demographics
Age of customersAge mixIncome levelsEducationGeographicSupportive?
New Technology
Technology ImpactObsolescence effect.New Equipment, Staff
Government
Impact on your businessAre the trends supportive
EconomicsInterest RatesUnemploymentMarkets
Cultural TrendsDo they support your strategy(bottled water)
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Position
All company and service names are fictitious and for presentation purpose only
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Environmental Factors
• Environmental factors are mostly favorable for our marketplace.
• The most positive aspect is because local and existing customers know the company.
• The most negative aspect is because a lot of new technology is needed and staff and training to operate it.
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Attractiveness
• By measuring aspects of our targeted market we can predict the potential for profitability. When evaluating those aspects shown in the chart the profitability potential appears to be reasonable.
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Market Forces• It appears there is a
low probability that we will see new competitive entrants. We can increase competitive barriers to entry by entering the market soon and get an early good penetration.
• The negotiating strength of our prospects is minimal. We can improve this status by good customer satisfaction and support of the product.
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BCG
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Aggressiveness
• We can expect our competitors to aggressively respond to actions we might take with respect to quality, content or pricing of our product or to changes in distribution methods.
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Capabilities
• In the event we introduce a new service we will have limited time to capture market share as the competition will likely be somewhat slow and others quick to respond and their expense will be high.
All company and service names are fictitious and for presentation purpose only
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Risk
• We are addressing a highly attractive market with a product that is not consistent with our core business. We should take the following steps to improve our success potential.
• Advertise more in all service areas.
• Advertise cost benefits.• Advertise benefits of
bundle.• Advertise our long term
customer commitment and past success.
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Evolution
• We are in the shakeout stage of our product's market life cycle and are projecting a 30% share of the market. We can improve this by good customer service and make sure offering works well making sure customers are satisfied.
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Branding
• Our product/service does have a well differentiated image in the marketplace and relative to our competition we are charging a lower price.
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Margin
• In general we can see that the industry is achieving satisfactory profit margins and they are experiencing a reasonable return on their R&D investments.
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Life Cycle
• Given the current growth in the market and our current pricing we would recommend that we maintain our pricing strategy because lower than the competition and we can raise the price with out losing market position.
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Quality
• We are offering a high value product to our market at a price that is lower than the competition. We should consider radio and billboard advertising.
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Advertising
• Our prospect faces considerable risk in making the decision to purchase our product and we are offering a highly complex product. We should consider looking at trials of similar systems for both end user functionality and service support methods
All company and service names are fictitious and for presentation purpose only
Ricker and Smart
Marketing Assistance
Assist in Market Planning(much like strategic planning) Examine ideas, messages, costs.
Look at new cost effective ways to advertise and get your message to the public.
Personalize your advertising and marketing to your company and community.Use your advertising to your advantage.
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Marketing Assistance
Examine and know trends
In 2007 47% of adult Americans say they have a broadband connection.
Currently 71% of adults use the internetoccasionally from any location.Of these 94% have an internet connection at home.Of these 70% use broadband versus 23% using dialup at home.
Rural America has a larger penetration of people overage 50 and 65, and thus a lower internet penetrationthan urban areas.
Many people want assistance withnew devices such as internet,computers and wireless devices.
Pew Internet and American Life Project
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The MarketServices
IP TVIP TV / HD
Wireless
Wireless Internet @ Home
Wireless Internet @ Work
Wireless Internet @ Hotspots
IP Centrex
Calling ID/Name
Voice Mail
CLASS features
Dial Tone
Long Distance
Internet
Work at home/InternetBusiness
Wireless
Home or work Cordless
Web Based Phones
Govt.
Hospice/ Home Health
Learning
Meetings/BusinessAgriculture Businesses
TV
Schools
iPodsCameras
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Product Adoption Example
Innovators Early Adopters Early Majority Late Majority Laggards
Types of Customers
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TrainingMaking sure your team has the big picture!
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Education and Training Process
Every action is a marketing action – Every employee sells
• Inform employees of plans and benefits of programs soemployees can relate this to customers.
• Educate as many employees as youcan that interface customers (including Installation - Repair, PBX, Data personnel).
• Employees have to understand the competition factors!
• Employees need to understand howto react to customer situations. Become proactive at problem solving(both positive and negative situations).
• Employees need to understand the products you offer.
• Employees can generate revenue by being knowledgeableabout products and then can create opportunities by product/customer matches.
Customer Service is a MUST!
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Training and Education Process
• Educate the concept of overall business components (i.e. Planning, Marketing, Advertising, Distribution, Support).
• You have to monitor customer service and support.
• Effective ways of finding customer needs.• Effective ways to approach customers with new
products that fit their needs. • Effective ways to express and explain services.• Recording and monitoring customer requests.
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Education and Training
• Examine advertising and the internet.• How to brain storm effectively.• Exercises in customer service and problem
solving.• Categorizing market segments and customer
profiles.• Increase penetration rates by examining market
segments and matching services.• Understanding technologies.• Explain services and use.• Team building and building understanding.
