Looking Beyond Trusts

Earning Money

Session 4:

• What do you have to sell?

• Developing USP’s

• Finding customers

• Developing new products

• Pricing

• Developing the commercial mindset

What do you have to …. ?

The future will be increasingly about using your knowledge,

skills and experience to to find new and interesting solutions to

the problems faced by your beneficiaries AND YOUR

PARTNERS. It will not be about funding your services

What do you have to sell?

How it works

• £18,000

• 150 customers

• £120 per year

• The ‘Aladdin’s Cave Model

USP’s

Toyota Prius

Porsche 911Smart

Honda

USP’s

Service

AchievementsCulture

People

Igor Ansoff

Ansoff’s Matrix

Existing products New products

Exi

stin

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arke

tsN

ew m

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tsMarket Penetration

Product Development

Market Development

Diversification

Home delivery rock records

Virgin Megastores

Virgin Classic

Virgin Recording Studios, Virgin

Coke, Virgin Vodka, Mates

Condoms, Virgin Trains, Virgin

Fuels, Virgin Cosmetics, Virgin

Galactic

m b a

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Existing products New products

Exi

stin

g m

arke

tsN

ew m

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tsMarket Penetration

Product Development

Market Development

Diversification

Lunch clubs

Residential Care.

Leisure and Learning.

I.T. Classes

Pre-retirement

Public cafe

THEY’VE NEVER GONE HERE!!

Time

Ret

urn

Childhood Youth Maturity Decline

The Product Life Cycle

Time

Gro

wth

Childhood Youth Maturity Decliine

The Product Life Cycle

Market growth

(Cash usage)

Market share

(Cash generation)High

High

Low

Low

STAR

CASH COW DOG

Problem Children

Market growth

(Cash usage)

Market share

(Cash generation)High

High

Low

Low

STAR

CASH COW DOG

QUESTION MARK

Community Council of Berkshire

Infrastructural support

Infrastructural support (CVS competition)

Climate ChangeBME Work

Travellers/

Refugees Trustee belief

But reality is …

Do ‘a Boston’ on your own organisation

Co-ordinator

Young Persons Project

Older Person’s Visiting Project

Learning Disability Education

£30,000

£20,000 £20,000 £20,000

Young Persons Project £30,000

Older Person’s Visiting Project

£30,000

Learning Disability Education

£30,000

Price is not just about front end cost, but also:

Back end cost

and more importantly

Value to the buyer

How much for• A 100 gram jar of Beluga Caviar?

• £400

• The world’s most expensive street legal car?

• Bugatti Veyron $1,700,000.

• Most expensive curry

• £2,000

• How much to join MBA’s Knowledge Bank Membership

• Free (but priceless).

• Bottle Blue Nun with Gold Flakes

• £7.99

Success in selling this is

directly linked to, and depends

upon, ‘so what?’

Get the Mindset

Who?