commercial skills development: the business accelerator november... · commercial skills...
TRANSCRIPT
Developing a business plan…
This is what we’re
selling…This is our market,
our competition…
This is how we reach
our market…
This is what we need
to be successful in
terms of our people
plan…
These are the
systems and
processes
developments /
changes we need…
This is what we’ll
generate in income /
profit.
Masterclass Outputs
Induction:
Product
Descriptions
Risks
Marketing
Masterclass:
Marketing Plan
Sales Masterclass:
Sales Plan
People & Change
Masterclass:
People
Development Plan
Systems & Process
Masterclass:
Systems
Development Plan
Financial
Management
Masterclass:
Financial Projections
/ Budget
KPIs
Business Plan Components
Section Masterclass Key Message
1. Business Concept /
Overview
An overview of your business concept
2. Strategic Goals / Outcomes A description of your strategic aims over the next three
years
3. Product / Services Induction A description of your product / Services
4. Marketing Plan Marketing Masterclass Describes how you will market your product, who your
target market is and what your Unique Selling Point is
5. Sales Plan Sales Masterclass Describes the methods you will employ to sell your
product
6. People Development Plan People & Change Masterclass Describes your current ‘As Is’ culture, ‘To Be’ culture
and how you plan to transition between the two
7. Systems Development Plan Systems & Process Masterclass Describes your current ‘As Is’ systems, processes and
structure, ‘To Be’ systems, processes and structure and
how you plan to transition between the two
8. Financial Projections /
Budget
Financial Management
Masterclass
Describes your forecast costs, income and profit over
the next three years
9. KPIs Financial Management
Masterclass
Describes how you will effectively measure your
performance against your marketing, sales, people and
systems development and financial plans
10. Risks Induction Describes risks to the delivery of your business plan
11. Appendices
Elevator pitch
What is the market for your product / service?
- Market segmentation
How can you grow the market?
- Ansoff matrix
Branding pros and cons
- Brand exercise
Who are the competition in this
market?
- Value curve
What’s the best way to reach the market?
- Routes to market
- Success vs effort
Marketing Masterclass
SOSTACProduct assessment
- SWOT analysis
Competitor landscape
- Value curve
Objectives
- Marketing objectives aligned to strategic business objectives
- Marketing KPIs
Tactical planRoutes to market and success versus effort
Growth strategy
- Ansoff growth matrix
Market analysis
- Market segmentation
Timeline
- Key milestones
Evaluation
-KPIs
Marketing Plan
And the rewards are worth it
Internal and external businesses we have worked with include:
• Information Governance
• Place Services
• Education Transport and Awards
• Energy
• Grounds maintenance
• Facilities Management
• Tenancy Management
• Outdoor Education
• Trading Standards
1. Create income stream for my authority/business
2. Understand our costs and be as efficient as possible in the
way we deliver our service
3. Only do what we have to do to save money
With which statement do you identify?
Set the direction
Define what it means to be ‘commercial’
Get agreement from directors for clarity and direction around
the definition of "commercial"
Understand all your costs
• Are you aware of all your
costs?
– Direct costs
– Variable costs
– Opportunity costs
• Are your costs realistic?
– How does scalability affect
your costs?
The Cambridgeshire Business Hub
A bespoke ‘One-Stop’ service, supported by Central
Government, to help businesses to meet Regulations, and
standardize Enforcing Authority requirements within Food
Safety, Trading Standards, Fire Safety, Licensing and
Health and Safety
Our approach
• Identified and scoped the concept via a working group
• Created a governance board to provide scrutiny and
challenge
• Secured senior stakeholder buy-in to develop the concept
• Participated in the Business Accelerator programme
The Business Accelerator
• Commercial training and coaching, comprising:
– 6 masterclasses: Induction, Marketing, Sales, People and
Change, Systems and Processes and Financial Management
– Coaching and account management support
• Outputs: a live commercial business plan, assessed by teams’
senior stakeholders and independent panel members at a two-
day assessment centre
Our experience with the
Business Accelerator programme
• Experience
– Challenging
– Thought provoking
– Logical
• Lessons learned
– Pre planning
– Don’t do it alone
– Clear objectives
Progress of the
Cambridgeshire Business Hub
– Re assessed our approach
– Balanced scorecard
– Product development
– Approach to market
– Back office infrastructure
Has it worked !
2014 - £7,500 income
2017 - £50,000 income
Has it worked ?
But Money isn't everything?
Additional benefits !!!
• Understanding of what commercial means to South Cambs
• Staff development
• Change of culture to a “can do” team
• Project management skills
• Development of commercial programmes
• Exposure to a commercial world
• Better regulation
• Less reliance on enforcement
• Better challenges to “red tape”