marcus ward, peach consultancy, big assist conference 2016

www.PeachConsultancy.comSupporting development

Managing projectsMonitoring performance

National Conference – New Directions for Infrastructure - 25 February, 2016Twitter: #BAConf



Marcus Ward – Peach Consultancy

Widely accredited consultants with extensive knowledge of: • charity management and infrastructure• income generation, social enterprise and fundraising

strategy• business planning and strategic development• statutory commissioning, contracting and tendering• organisational development and review• partnership development• research, monitoring and evaluation

[email protected] 020 8679 2810



Our most common approach…• Clarify current services and what good at• Staff engagement & consultation• Identifying possible enterprise options• Market Research• Competitor analysis• Costing & pricing• Prioritising the most viable chargeable services• Assessing current communications and marketing• Definition of key audiences, channels, messages• Action Plan and Implementation



Staff Encouragement• Does my organisation actively encourage new ideas from staff?• Do we have different personality types, with a range of

backgrounds? • Does it look beyond it's own four walls for solutions – is it good at

working in partnership with other organisations?• Do we actively seek to understand market trends - do we regularly

compare our activity with that of our competitors?• Do we encourages new ideas from supporters, volunteers and

service users?• Do we give people the opportunity to be involved, to create

momentum and buy in. Imagineers.• Do we test, pilot or prototype to help bring ideas to life?



Ambition & Risk

• Riskiest number in enterprise• Rhetoric and reality



Where to start"Ideas are like rabbits. You get a couple, learn how to look after

them properly, and pretty soon you have a dozen." John Steinbeck

• Same principles any business• Innovation requires a suitable culture and leadership• What annoys you? What’s missing?• Walk down and identify what your community needs?

can you replicate effectively? Shops• Technology/social media• New or sexy?



An innovation process?



Incremental? - Cola-life• 1 in 7 children dies before their 5th birthday

from simple preventable causes, such as dehydration from diarrhoea. In these same places where clean water and medicine are hard to find, people can still buy an ice-cold Coke.

• Cola-life - asked if Coca-Cola’s local distribution networks could be used to deliver life-saving medicines to hard-to- reach places.

• First idea - remove a coke bottle from one in 10 crates and put a tube filled with medicines in the space.

• After online collaboration on blogs, Facebook, the idea developed into a wedge shaped ‘aid pod’ that slotted into the unused space between the bottles.



Planning current and future development



Market Research"Discovery consists of seeing what everybody has seen … and thinking

what nobody has thought." Albert von Szent-Gyorg - Noble Laureate, Medicine 1937

• What do our existing customers want/need?• How many customers/clients have we had or are we expecting to

have?• How much has each customer/client spent and how many items did

they buy?• When does the money come in – compared to when the service

was• delivered? (cash flow)• How long are we prepared to wait for the money to come? (debt

control and cash flow issues) Is there a risk of bad debts?• How have the sales projections been calculated and what

assumptions were used as the basis of the calculations?



Hi-Lo Grail©peachconsultancy

• High value, volume, turnover, profitability, repeat• Low entry/investment, cost,

footprint/stockholding, complexity (no demos), maintenance/skills

• Ideally want a low cost entry business = cheaper, and quicker/easier to borrow

• Fail often, fail fast, fail cheap!



The “I” Test©peachconsultancy

“Too many people think only of their own profit. But business opportunity seldom knocks on the door of self-centred people. No customer ever goes to a store merely to please the storekeeper”

Kazuo Inamori (Kyocera and Sanyo)

• Would you buy it?• Would you sell it?• Would you invest in it?



How much is for free?

Experience & common sense:•Maggots – fishing•Kiss•Listen•Sell confidence/solutions•Go for work you can win!•Delight•Time & money(Change expectation)



The 5 P’s of marketing“All existing business models are wrong. Find a new one.”

Hugh Macleod

• Product – improving core activity to best meet objectives• Price – what the customer will pay and what the competition is charging• Place – how and where the customer is met• Promotion – all aspects of advertising, use of media and media

coverage, public relations, internal and external communications, customer relations, after sales service to create an integrated marketing plan …..

• Position – build on existing position to create a distinct perception of brand; take up an unoccupied position; reposition



Attention to Detail!

• Start with your public profile• Accessibility• Social media• Branding and printed materials• Front of house/reception/phone/email• Premises• Staff = salespeople



Assessing your ideasRealistic Demand Do we think (and does our market research indicate) that there are customers willing

to buy this product now?

Would I/we buy it?

Benefits Is there a market gap? What are competitors doing wrong?

What is our USP?

Can we identify clear benefits?

Marketability Can we get to market quickly? (Will this idea require significant time/new skills to

develop?)

Could I/we sell it?

Income and profitability Is there a reasonable opportunity to generate significant income?

Is it likely to be a profitable activity?

Market entry costs Is the investment in market entry low?

(Hi-Lo Grail©)

Would I/we invest in it?

Risks Are the identifiable risks attached low?

Scalable/replicable Is this an idea that could grow quickly?

Could we meet growth capacity? Partnership?



Going for it!

“Nothing will ever be attempted if all possible objections must first be

overcome”Samuel Johnson

Caines Arcade•http://www.youtube.com/watch?v=faIFNkdq96UNew fun game at Caines Arcade•https://www.youtube.com/watch?v=sd7x-F5irBY

http://www.youtube.com/watch?v=faIFNkdq96U

https://www.youtube.com/watch?v=sd7x-F5irBY

marcus ward, peach consultancy, big assist conference 2016

Government & Nonprofit