helping your business grow' breakfast: trafford - full presentation

Business Growth Breakfast

Trafford

Tuesday 25 July 2017

Welcome and introductions

Tony Ward

Business Growth Advisor - Trafford

Business Growth Hub

Agenda

08:35 – Update from Trafford Council, Damien Cutting, Senior Strategic Growth Officer, Trafford Council

08:45 – Guest speaker, Jaan Scott, Co-Founder, Matchbox Associates Limited

09:10 – Mike Connor, International Trade Advisor, Department for International Trade

09:15 – Northern Powerhouse Investment Fund, Mark Gibbons, Senior Loan Manager,

Business Finance Solutions

09:20 – Closing remarks, Tony Ward, Business Growth Hub

09:30 – Networking and refreshments

10:30 – Event close

Housekeeping

• Fire procedure

• Phones on silent

• WiFi

• Login:

• Password:

• Twitter:

• @bizgrowthhub

• #BGHEvents

• Feedback forms on chairs

Trafford – First For Business

Trafford - First For Business

Trafford – First For Business

25th July 2017

Damien Cutting

Senior Strategic Growth Officer

6

Trafford Council’s Strategic Growth

Service

Trafford – First For Business

• Town Centres – Town Centre Loan Scheme, Vacancy Rates,

Regeneration

• Employment and Skills – Trafford Pledge, Apprenticeships, Careers Fairs

• Housing Growth – proactively engaging developers

• Masterplanning and Major Developments – Greater Manchester Spatial

Framework (GMSF), Housing, Employment

• Business Support – working closely with businesses

7

Role of the ServiceStrategic Growth Service set up in November 2012 following review of Council’s economic development function – to attract investment and to create new jobs

Trafford – First For Business

Trafford’s Economy

Source: ONS

Trafford – First For Business

Trafford Council has a proactive approach to supporting businesses and will work closely with you to access the advice and support you need including:

• Adopting a partnership approach – local business, Growth Hub,

developers

• Inward Investment - MIDAS

• Business Growth Requirements – Business Relationship Programme

• Access to Funding – Trafford Business Loan Find, Access to Finance

• Land and Property Requirements – Property Search, expansion

9

Business Support

Trafford – First For Business

New Website:

www.investintrafford.com

Twitter:

@traffordbiz

Business Bulletin:

Produced monthly

Email addresses:

business@trafford.gov.uk

damien.cutting@trafford.gov.uk

1 0

Contact Information

Guest SpeakerJaan Scott

Co-Founder

Matchbox Associates Limited

Sales & Marketing Strategy

Matchbox Associates

Sales & Marketing

Agenda

• Background and context• Sales Strategy• Marketing Strategy• Strategy implementation• Assistance

Facts & Figures

UK SME’s

• Why should SME’s concern themselves with spending time on creating Sales Strategies

Facts & Figures

UK SME’s

• We are the heart of the economy and of any future viable economy.

Facts & Figures

UK SME’s

• there are 5.5 million small and medium-sized firms in the UK (99.9%), employing some 15.7 million people(National Federation of Self Employed & Small Businesses Ltd., 2017)

Facts & Figures

UK SME’s

• Yet of these firms, perhaps only 10 % are doing well, while another 30 % are in real difficulties.

Facts & Figures

UK SME’s

• That leaves some 60 % surviving

Facts & Figures

gazelles

• the companies that grow turnover by 20% for three consecutive years, are much talked about they are in fact a rare species: they are responsible for most of SME growth but they amount to only 2% to 4% of SMEs.

Facts & Figures

GM SME’s

• Of new start ups, some 70% last less than five years.

Facts & Figures

UK Scale-Ups

• Analysis conducted by Deloitte and Nesta shows - if we help to create in the UK just 1 per cent more scale-ups, 150,000 net new jobs could be in place by 2034 and an additional £225bn towards UK GDP could be spread equally throughout the country.

Business Strategy

UK SME’s

• research from Barclays reveals that one in four small businesses (23%) don’t have any strategy in place to support their business growth.(Barclays Bank 2015)

Business Strategy

• When you first take a look at the components of a full strategy programme it can often seem daunting.

Business Strategy

Matchbox Approach

• Less complexity more relevant to SME’s

Business Strategy

Key Stages

• Strategy Staircase

• Start by recognising the link between each stage of the process

Shareholder desire

Mission, vision, values

Goals

Objectives

Critical Success factors

KPI’s

Metrics

Measurement

I. Dream

Mission, vision, values

Goals

Objectives

Critical Success factors

KPI’s

Metrics

Measurement BMI

Calories, Hrs Training

Control Body Weight

Podium

Enter 2018 London Marathon

Top UK marathon runner

Represent GB at Marathon

Nutrition, Exercise

Business Strategy

Key Elements

• The sales strategy forms a key part of our overall business strategy

Business Strategy

Encourage engagement

• It’s important to get your teams behind the process as early as possible. Use simple exercises to generate content

Current Year 5

Turnover £’s

N Profit %

Employees

Tech / Service

MVV or VP

Year 1 Year 2 Year 3 Year 4 Year 5

Turnover £’s

N Profit %

Employees

Tech / Service

MVV or VP

Sector Opportunity Challenge

Industrial

Potential to double turnover

New Client Target 15 + by 2020

+ 5 clients 2017

+ 5 clients 2018

+ 5 clients 2019

Become thought leaders in the sector

Double existing client numbers

How to penetrate the competitor supply

position

Sector Critical Success Factors KPI’s

Industrial

Market Visibility

Strong Customer Relationships

Affordable

Memberships of relevant trade bodies

Website / PR / Social Media

Publications

Events / Trade Shows

Service delivery OTIF

Competitive prices in line with value

Sector KPI’s Metrics

Industrial

Memberships of relevant trade bodies

Website / PR / Social Media

Publications

Events / Trade Shows

Service delivery OTIF

Value

Subscription

SEO google analytics

Editorials

Attendance

Achieve 95%+

0 Returns, free technical support, 24 hr

service

Sales Strategy

common mistakes

• Don’t build your business on yesterday’s news• Failure is often an inability to truly embrace change. Kodak created

a digital camera, invested in the technology, and even understood that photos would be shared online. Where they failed was in realising that online photo sharing was the new business, not just a way to expand the printing business.

Sales Strategy

• From our experience of working with SMEs, there are a few essential steps to a successful sales strategy whether you are just starting out or looking to improve on historical performance.

Sales Strategy

Key Building Blocks

• A clear business goal and underlying sales growth objectives • A deep understanding of the target customer group • A powerful value proposition • Understand competitive advantage • A clear route to market • A well-defined sales process, solid execution and excellent customer service • Availability of resources, skills and capabilities • A robust sales management practice

Business Strategy

Sales & Marketing

• For the sales strategy to be effective it must be linked to relevant and actionable marketing.

Business Strategy

Marketing

• In order for a business to build a great marketing strategy you must be able to comprehensively answer and respond to the following;

Marketing Strategy

Marketing

• What is the unmet need your product or service is looking to fill

• How will your market become aware of your business & come to trust that you have the answers

• What is the value of this product or service to the buyer

• What does an ideal customer look like

• When and where are your customers most ready to buy your product or service

• Describe the perfect customer experience

• What behaviours and preferences do your target buyers (decision makers) have.

• What marketing channels work best with your target customers

Business Strategy

Recognised tools

• We use recognised tools and business models combined with our own extensive knowledge and experience to assist clients in building robust strategy plans

Value proposition canvas

designed by Strategyzer

Prospect

Lead

MQL

SQL

Pipeline

Won

Top of

the funnelMarketing's responsibility

Middle of the

funnelShared marketing & sales

responsibility

Bottom of the

funnelSales’s responsibility

10 common B2B marketing strategies recognised as successful regardless of industry

• Growth hacking• Referral programmes• Earning Media & PR• Networking • SEM• Retargeting• SMM• SEO• Content Marketing• Inbound Marketing

• Cause Marketing • Direct Selling• Co-branding and Affinity Marketing• Earned Media/ PR• POP• Internet Marketing• Paid Media Advertising• Word of Mouth• Social Networks & Viral Marketing• Storytelling

10 common B2C marketing strategies recognised as successful regardless of industry

Marketing Strategy

Feedback

• It will be important to get external feedback from the market / customers / target audience from time to time. This will ensure the quality of your marketing content

Sales & Marketing

Integration Benefits

• Decrease in sales and marketing costs, increase in annual revenue growth, productivity improvement, increased business knowledge and awareness, improved customer retention, better customer conversion rate

Business Strategy

Implementation

• A critical part of achieving successful business growth is implementation of your strategy. If your plans sit on a shelf or you don’t know how or what to monitor, your progress will undoubtedly suffer.

Business Strategy

Implementation

Thomas Edison once said:

“Vision without execution is hallucination.”

Business Strategy

Implementation

• In today’s rapidly changing business environment, it isn’t enough for business leaders to envision the future, we need to take the necessary steps to ensure our sales organisations execute that vision with customers.

Business Strategy

Be Ambitious

• To grow, management must make a commitment to ambitious growth targets, and then develop plans and actions to find ways to achieve them

• Stakeholders, and especially investors, should test this commitment by regularly discussing the growth ambition

Business Strategy

Learn from past

• The right lessons from Kodak are subtle. Companies often see the disruptive forces affecting their industry. They frequently divert sufficient resources to participate in emerging markets. Their failure is usually an inability to truly embrace the change.

Matchbox Associates

Seek Assistance

• Participate in a fully funded Sales & Marketing Strategy workshop• Owners and senior management can participate in a fully funded

Executive Development Programme• Assistance with business growth challenges • Offer a broad range of services from business training to team and

personal coaching ; covering topics from, How to get more business for my company to improving personal effectiveness

Matchbox Associates

Thankyou

www.matchboxassociates.co.ukBusiness Consultancy, Coaching & Training

Executive Development ProgrammeGrant funded local programmes

Mentoring

Jaan Scott – 07580 145247 jaan@matchboxassociates.co.ukJohn Warren – 07944 536284 john@matchboxassociates.co.uk

Mike Connor

International Trade Advisor

Department for International Trade

Department for International

Trade – North West

Topics to cover

• Who are DIT NW?

• Why should companies export?

• How can we help your business in the UK and overseas?

57

About Us

What we do

We are responsible for promoting Exporting is GREAT in the North West, working with

partners to ensure our clients take advantage of the huge opportunities open to UK

businesses overseas.

Responsibilities

• Deliver international trade services across the North West under contract to DIT,

European Commission and DCLG.

• Providing one-to-one support to help NW businesses take their first step into the

Exporting world.

• Encourage current Exporters to expand into new markets to diversify and grow their

business.

• Delivery of a range of masterclass activity held throughout the North West on key

international trade topics.

Firms who export are 34% more productive in the first year

Source: PIMS Annual Report, DIT (2013); Harris and Li (2007)

Exporters achieve 59% faster productivity growth

A company is 11% more likely to survive if they do business overseas

79% of companies achieved fuller utilisation of their existing capacity through exporting

73% of companies increased the lifespan of their products through exporting

Why export?

Our global network

• Over 2,400 staff worldwide

• 1,300 staff bases in British Embassies & Consulates

• 400 advisers and support staff throughout the UK

• 30 International Trade Advisers in across the North West

Impartial advice & strategic support

• Strategic business advice for first time and experienced exporters

• Market information and research

• Assistance in identifying partner and potential customers

• Promote company products and services

• Support to visit overseas markets

• Support whilst in overseas markets

61

Key facts

In the North West, our International Trade team supported over 8,000

organisations, resulting in over £122m additional business last year.

• For every £1 that DIT spends, £22 is generated for the UK economy

• DIT’s estimated total financial benefit to businesses across all trade

services was around £6 billion last year, up from £5 billion the previous

year

• This additional profit has helped generate more than 126,000 jobs in the

UK

• Over 3,000 companies increased R&D activity in the UK as a result of DIT

support

62

DIT services in the UK

• First Steps to Export Programme – support for novice exporters

• Tailored export guidance & support via an experienced International Trade Adviser

• Export Savvy – online tool for new, novice and experienced exporters

• Language & Culture

• e-Exporting programme – Digital Adviser

• UK Export Finance & Insurance

• DIT Website – www.great.gov.uk

www.great.gov.uk

DIT services overseas

• Overseas Market Introduction Service (OMIS) & OBNI network - tailored

research

• Business Opportunities and High Value Opportunities

• In-market advice and support from Commercial Officers

• Market & Cultural information guides

• Market Visits and Exhibition support

• Tradeshow Access Programme

• Market Focused events and webinars

Key facts

• Talk to us

• Do your homework

• Test the market before investing

• Take a long-term view

• Identify your USP

• Invest in building the relationship

66

Contact us for further information:

+44 (0)333 320 0392 | info@tradenw.org | www.great.gov.uk

Northern Powerhouse

Investment Fund

Mark Gibbons

Senior Loan Manager

Business Finance Solutions

Closing remarks

Tony Ward

Business Growth Hub

The Hub

Digital & Technology

Operational Efficiency

Leadership & Mentoring

Innovation

Starting a Business

Sustainability

Accessing Finance

People, Skills & Talent

Business Strategy

New Markets & Export

Ou

r P

roce

ssO

ur

Serv

ice

s

The Hub

Digital & Technology

Operational Efficiency

Leadership & Mentoring

Innovation

Starting a Business

Sustainability

Accessing Finance

People, Skills & Talent

Business Strategy

New Markets & Export

Ou

r P

roce

ssO

ur

Serv

ice

s

Your local support - Trafford

Tony Ward

Business Growth Advisor - Trafford

Anthony.Ward@businessgrowthhub.com

07714 767412

No Breakfast or Lunch events in August

Tuesday 12 September – Wigan Breakfast

Thursday 21 September – Bolton Lunch

Venturefest Manchester, Bridgewater Hall, 14/9/2017

• The region’s biggest annual innovation event

• An opportunity for:

• entrepreneurs to meet the investors who’ll fund their

innovative ideas

• academics and local entrepreneurs to connect

• businesses to get the support they need from the Hub

• Book now at venturefestmanchester.com

• Get involved on social media: #venturefestMCR

Please leave your feedback

Please take a couple of minutes before the

networking to complete the feedback form and

return it to the Hub staff