Transforming The Way African Does Business OUR ORGANISATION Growing Small Businesses The Critical Path way and Remedies

Transforming The Way African Does Business

OUR ORGANISATION

Growing Small Businesses

The Critical Path way and Remedies

Our World Leader-At Your Service…David Abingdon, Founder of Alchemy International

David the founder of the Quantum Organization and Insurety PLC leads Alchemy’s worldwide operations. He gained notability for taking three organizations from zero to multi-million pound ventures – each in less than 12 months using the Alchemy growth methods.

For one of these organizations he made them a staggering £35 million and was paid a £1.27 million consultancy fee. David is also regarded as a leading Business Development expert and has written several proprietary publications. 1 of the business book is called; ‘Out of the Box Marketing’.

David has appeared in the BBC's ‘Money Programme’ and BBC News. He has featured in the Guardian, Scotsman, Australian Wealth Creator Magazine, Success Magazine and the Australian Financial Review. He has also provided comment and articles to the Sunday Times, Daily Express and Marketing Magazine.

Samuel leads POT Ltd. He has extensive business, marketing and finance training including a post graduate training in Information Management, Finance and Business Development in the UK.

He qualified as a Chartered Accountant in 1999 and has over 12 years post qualification experience within corporate Nigeria and the UK. He started his corporate work career with CCHBC, a multinational sales and marketing organization operating in 26 countries and Samuel was promoted 5 times within 6 years in a company with over 8,700 employees within its Nigeria operation. He is the founding CEO of The Treasure Place Ltd; a UK based Training and Business Development organization.

Now at 39, Samuel has appeared on AIT popular Business Lunch program on couple of occasions and also featured on the Lagos Television Investment Café program severally. He has also provided comment and full page interview in the Nigerian Guardian newspaper and Westerner Magazine. He has also provided comment and articles to the StockWatch weekly newspaper.

Alchemy Nigeria Team LeaderSamuel Ajayi, POT Limited Chief Enlightenment Officer

David Omololu Aiyeola is an award winning informational and transformational reformer and a self-motivated team player, with a passionate focus around Entrepreneurship (MSMEs start-up & Business on the bubble), Marketing & Business Development, Public Affairs, while promoting financial literacy among children and youths.

He was once the head of Projects, Public Affairs manager with ZODML, a BRF & Lagos State Ministry of Education Back2Back Awards winning NGO that specialize in establishment of Libraries. www.zodml.org.

Currently he doubles as the Executive Secretary of NASME Lagos and the Project Manager Nigeria, African Initiatives, Thinkroom Consulting SA, Microsoft SME4Africa Programme.

A product of LEAP AFRICA/IYF Leadership Training Programme 2007, US Government /Microsoft Employability skill Training 2008, FATE Foundation’s SAMSUNG Real Dreams Entrepreneur 1, 2009. LEAP (Y.D.T.P) 2013, (Y.R.P) fellows Incubator Africa, 2014. Lagos State/AGDC Ignite Ideas Entrepreneur 2015.

David O Aiyeola, Edufunfunds Ventures CEO

THE SPACE

SUCCESSORY PICTURES OF FACT





A summary of the top five SME problems:1. Lack of market research knowledge. (The

idea that everybody will love the product).2. Access to finance problems/

Mismanagement3. Enabling infra structure problem(virtual

hubs, power supply, good roads etc4. Multiple Taxation problem5. Incompetent Employees/ in experienced

CEOs

What Kills Small Businesses?Why is it that 80% of biz fails

with the 1st 5 years

What are the Challenges of growing Small Businesses?

Why is it that 80% of biz fails within their 1st 5 years?

THE REAL REASON BUSINESSES

FAILS TO GROW IS BECAUSE THEY RAN OUT

OF CASH! AND THEN THEY DIE!

1. They don’t have enough customers coming in, doing business with them

2. They fail to attract enough prospects

3. They fail to convert them4. Then they allow their current

customers to slip away from them to their competitors.

What Kills Small Businesses?Why is it that 80% of biz

fails with the 1st 5 years

87% of customers stopped doing business and buying from you not because they die or find better price or product, its because they feel unloved!

What Kills Small Businesses?Why is it that 80% of biz

fails with the 1st 5 years

Ways to grow your Business

1. Start with a mission statement ‘ Lead & Dominate’

2. Another way to grow your business is for you the CEO to have a clear understanding of your product and services. What sort of Business are you in? Accountant, Solicitor, Car dealers, Hoteliers (Solutions Vs Purpose of Biz) Everybody is in the Sales and Marketing Business.

3. John Paul Getty : Said you look at what your competitors are doing and you do it differently and even better.

What Kills Small Businesses?Why is it that 80% of biz fails with

the 1st 5 years

Let us march.

The Starting Point

The End Result

RPA

WHAT IS YOUR BUSINESS GROWTH STRATEGY

Create & Pursue a Business Growth

Strategy:

Market Share Vs Wallet Share

STAKING OUT A VIVID MARKET IDENTITY

•200 pupils x N166,667 per term = N100 million •1,100 pupils x N30,300 per term = N100 million

Niche Your Business Beyond 100 Million Naira Mark

MARKETING &

INNOVATION

Produce Result!

S

USE 7 STEPS TO MAKING A SALE

1. Develop rapport

2. Qualify – establish

need

3. Build value

4. Create Desire

5. Overcome objections

6. Close the sale

7. Follow up

CALCULATE CUSTOMER LIFETIME VALUE

Customer is the Reason Why You’re in Business.

What’s Their Worth to You?

Customers are your most valuable asset. By knowing the ‘Lifetime Value’ of a customer, you’ll know - through a simple scientific process - what you can afford to spend to acquire a new customer as well as keep your existing customers.

It is: The average purchase value,

Multiplied by: The average number of times

they buy in a year,

Multiplied by: The average number of years

they remain your customer,

PLUS: The monetary value of their referrals.

WHAT IS THE ‘LIFETIME VALUE’ OF A CUSTOMER?

Just a 5% Just a 5% increase in increase in each of the each of the 7 Alchemy 7 Alchemy

KeysKeys = =

134.37%134.37% overall overall

markupmarkup

SoSo

The Value of Each

Customer Increases

FromN44,550 to

N57,015

6.3XX N5,986,543

=== N950,2

45

==

15.75%

=N859,950

XXN52,500=

N5.46m

XX31.5%= 33

XX 3.15= 104

XX105

USE NO LIMIT STRATEGIES

10.5%=N90,2

95

++

30%30%= = 30 30 SalesSales

100100Per Per YearYear

15%15%= =

N675N675,000,000 Gross Gross ProfitProfit

33= = 9090 SalesSales

10%10%= N67,500 = N67,500

Annual Annual Gross Gross ProfitProfit

Total Annual Profits

= N742,500

66YearsYears

Lifetime Value:

= N4,455,0

00

KEY 1KEY 1 Number Number of Leadsof Leads

KEY 2KEY 2 Conversion Conversion

RateRate

KEY 3KEY 3 No. Of No. Of

TransactionTransactionss

KEY 4KEY 4 TransactioTransactio

n Valuen Value

KEY 6KEY 6 No. of No. of

ReferralsReferrals

KEY 5KEY 5 Profit Profit MarginMargin

KEY 7KEY 7 Buying Buying LifetimeLifetime

N50,000N50,000= N4= N4..5m 5m

Gross Gross RevenueRevenue

XX XX XX XX

XX== ==++

Now by just adding 5% to each key…

THE ALCHEMY 7 GROWTH MULTIPLIERS

Use Alchemy 7 Growth Multipliers

Use Alchemy 7 Growth Multipliers

that works by increasing the average:

that works by increasing the average:

11-- Number Of Leads.

Number Of Leads.

22-- Conversion Rate.

Conversion Rate.

33-- Number Of Transactions

Number Of Transactions

Per Year.Per Year.

44-- Transaction Value.

Transaction Value.

55-- Profit Margin.

Profit Margin.

66

- Number Of Referrals.

- Number Of Referrals.

77

- Average Buying Lifetime

- Average Buying Lifetime

(Years).(Years).

Turning

Good to

Better

Good Better

Increasing Your Number Of Leads

Building Your Business with Alchemy 7 Growth Multipliers

110 METHODS

1• Host/Beneficiary

Relationship• Lumpy Mail• The Bait System• Professional

Affinities/Networking

• Direct Mail• Referrals• Seminars

NumberNumberOf LeadsOf Leads

Host/Beneficiary

Relationship

RECOMMENDED STRATEGY ONE

Class Task:Step 1: Identify targetStep 2: Identify hostStep 3: Determine vacant spaceStep 4: Determine record timeStep 5: Create loyalty coupon

Love Based Strategy

RECOMMENDED STRATEGY TWO

Organise Competition

Class Task:Step 1: Identify target in large nosStep 2: Identify hostStep 3: Set rulesStep 4: Discuss with authorityStep 5: Issue scholarship/ Discount voucher

63 METHODS

2 Conversion Conversion RateRate

• Niche Marketing• Position

Marketing• Guarantees• Testimonials• Demonstration &

Site Tour• Follow Up• Give to Receive• Send a Gift

Cheque


If you want to close more sales- become a Welcome Guest Marketer using the RIGHT:

M - Marketing MessageA - Audience D - Delivery System

Increasing Your Conversion Rate

RECOMMENDED STRATEGY THREE

CREATE A CUSTOMER FOCUSED USP

Identify the aspect of your service you want to focus on. What makes you different from all the rest? How do you stand out from the pack in a crowded field of competitors?

Class Work-Creation of Irrestible Guarantee

What you’re prepared

to do to remove the risk from your customers

so you can increase sales?

1. The “industry standard” discount

2. What my competitors do3. What I am prepared to do

RECOMMENDED STRATEGY FOUR

Offer An Irresistible Guarantee/Testimonial

Offer an ironclad guarantee to eliminates the biggest fear to making a buying decision, overcome buyer resistance, and PROVE that what you’re selling is a great deal.

Class Work- Creation of USP

Service: ___________________________________________________The top 3 reasons prospects buy this type of service:_________________________________________________________________________________________________________________________________________________________The advantages this service has over others like it:_________________________________________________________________________________________________________________________________________________________The services USP: Use this two sentence paragraph as a template:

“You know how most similar services (do this) and leave you with (a negative)? Well, this service does __________, which means ______________ to you.”

Increasing Your Number Of Transactions

55 METHODS

3 Number Of Number Of TransactionsTransactions

• Competition• Practice

Customer Differentiation

• Use Bounce Back

• Start a Specialty Club

• Gift Certificate• Sell the

Experience• Create a

Newsletter


Like a mini-seminar, a workshop can be an extremely good way to garner many new clients while making money at the same time. For example, a school can offer a workshop titled: “Winning Money Habits”

Workshops

RECOMMENDED STRATEGY FIVE

Increasing Your Transaction Value

53 METHODS

4 TransactionTransactionValueValue

• Raise Your Price• Back-End Sales• Down-Sell• Questionnaire• Instilling Trust• Sell Value Not

Price• Consult For Your

Own Product• Use Element of

Free


Start a Specialty

Club

Schools should have

Schools should have

clubclub

that teaches scrabble

that teaches scrabble

andand

Life Mastery Skills

Life Mastery Skills

suchsuch

as Financial

as Financial

intelligence,

intelligence,

emotional

emotional

intelligence,

intelligence,

creative thinking,

creative thinking,

RPA etcRPA etc

RECOMMENDED STRATEGY SIX

Increasing Your Profit

Margin

68 METHODS

5 ProfitProfitMarginMargin

• Systemization• Measure &

Monitor Fin Statement

• Establish Benchmark For Future Plans

• Budget Monthly• Buying Group


Inform your customers that your gift certificates will get them a 15 percent discount over a regular price for increased motivation.

Sell a Gift Certificate

RECOMMENDED STRATEGY SEVEN

People, System, Service

Improve Your Efficiency to Boost Your Profit

RECOMMENDED STRATEGY EIGHT

Increasing Your Number

Of Referrals

57 METHODS

6 Number Of Number Of ReferralsReferrals

• Owe it to Others• Core Referrals

Group• Referral Letters• Customer

Appreciation Day• Send Gift• Freebie for 9th

Customer• Up the Reward for

Each Referral


Organise Customer

Appreciation DayOffice Task:Identify - Great PartnersIssue - ChequesInvite - Great PartnersHold - BanquetDeliver - Great GiftRequest - Referral

RECOMMENDED STRATEGY NINE

Increasing Your Customer Buying Lifetime

38 METHODS

7 BuyingBuyingLifetimeLifetime

• Excel at Customer Service

• Invite Them Back

• Create Longetivity Psychology

• Customer Appreciation Contest

• Invite Customer to Buy Stock in You


Documents

Transforming The Way African Does Business OUR ORGANISATION Growing Small Businesses The Critical Path way and Remedies