Alison MooreKingston Maurward Business

11th January 2011

Why me – a brief biography

Why Kingston Maurward – what we are

Forum 21 Business Development – case study

Next steps

Any questions

Business Development 20+ years

Run my own business – sole trader

SFEDI Business Advisor accreditation

Not just an ‘Ag’ college

Outdoor Adventure trainers

Hospitality Venue – including Weddings

Equine competition venue

Commercially viable Farm

WHO

WHAT

WHERE

HOW

It’s a diagram

Breaks the alpaca down into bite size

chunks

Some aspects easier than others

8 core segments

Lifestyler◦ Perspective of self – independent, creative, outside

mainstream

Survivalist◦ Not risk takers

Limited Growth◦ Superb ‘doers’, need control, family dimension

High Potential◦ Opportunity driven, often team based

Labour

◦ Acquire low cost labour/ add further value to move up market

Material

◦ Acquire cheap material/ mechanise ie Ebay, Last Minute

Machine

◦ Design for cost & value (Dell, Ryanair & related supply chains)

Knowledge

◦ Exploit Research & Development; Marketing (Apple, Dyson,

Beckham)

Stage 1 – Start Up

◦ Credibility – financiers, customers, suppliers, staff

Stage 2 – Cash Crisis

◦ Overheads need servicing, outgoings exceed incomings

Stage 3 - Success

◦ Consistently cash flow positive and profitable, choice – consolidate vs grow

Stage 4 – Take Off

◦ Management Team/structure & funding to grow

Stage 5 – Maturity

◦ 3 Ss

Strategy, Structure, System must evolve

Practice/Performance

4 Questions:◦ Where are we now?

◦ Where do we want to get to?

◦ What do we have to do to get there?

◦ How do we make sure it happens?

4 Answers to

4 Questions:◦ Where are we now? Forum 21 Diagnosis◦ Where do we want to get to? Your Vision◦ What do we have to do to get there? Action Planning◦ How do we make sure it happens?

Bulls eye

Flight Path

Destination

Support

Business has been around a while and was

doing ok – however changing situation –

new competitor – danger of going back to

stage 2

Add more Value/Cut costs or both

◦ Restores competitiveness

Consider Marketing/Service/Innovation/Design

◦ Add further value

Proactive Marketing

◦ Segment; 4P’s: Price, Product, Place, Promotions

Entrepreneurial Type

◦ Energy & emotional commitment to be restored to original level

Ask the 4 Questions

Ask for support/guidance

Don’t think change – do change

Any Questions?

Thank you

business@kmc.ac.uk