taking commercial diligence to the next level acg webinar...taking commercial diligence to the next...
TRANSCRIPT
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Taking Commercial Diligence to the Next LevelThe High Cost of What You Are Overlooking in M&A Deals
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Quoted & Noted
“In B2B transactions, customer relationships
are the most critical driver of value.”
V.P. M&A$3.0 Billion Manufacturing Company
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DISCUSSION TOPICS
Why So Many Deals Fall Short
Customer DD – Good vs. Great
Use of NPS® in Customer Due Diligence
Customer Interviewing Best Practices
Using Insights for More than DD -Craft a Business Improvement Playbook
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POLL:
What percentage of deals do you think fail to live up to expectations?
a) 10-25%
b) 26-35%
c) 36-50%
d) 51-70%
e) Over 70%
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70 - 90% of Deals Fail to Live Up to Expectations
Harvard Business Review, June 2016
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DOES THIS SOUND FAMILIAR?
Sellers’ Picture – Rosy Scenario
Great customer Relationships
Expanding market share
Stable, secure pricing
Improving margins
New products that customers love
Competitive but controllable landscape
Expanding market and market interest
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AFTER CLOSING… REALITY SETS IN
A top account is lost
Price concession given
Competitor making in roads
New promising innovation doesn’t take off
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WHAT’S THE RESULT
Revenue Declines –
Resulting from Customer Losses
Innovation Platform
Underwhelms
Competitor Actions Not Detected –
Share Erosion
Unforeseen Changes in
Market Landscape
Profit Leakage –Due to
Unforeseen Price
Concessions RETURNS
FALL
SHORT
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“Due diligence is
inadequate in more than
40% of deals.”
McKinsey & Company Survey of Dealmakers
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QUOTED&
NOTED
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2ND COMMON CULPRIT IMPACTING RETURNS
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POLL:
Do you believe hold times have grown longer, stayed the same, or gotten shorter over the last few years?
a) Longer
b) Stayed the same
c) Shorter
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THE FACTS AS WE KNOW THEM
Pitchbook & Preqin Research 2016
2010 average hold time4 – 4.5 yrs.
2015 average hold time5.5 – 6.5 yrs.
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Under $250M
Yr 3
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RISK OF LANGUISHING RETURNS
Returns Improve, Then Flat Line by Year 3 to 5
Under
$250M
Yr. 3
$250-
$500M
Yr. 5
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VALUATIONS STAGNATE
Pitchbook & Preqin Research 2016
LMM value stagnates after year 3but holds average 5.8 yrs.
MM company value declines after year 5 while holds average 6.4 yrs.
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DRIVERS OF VALUE CREATION Revenue Growth
60%
Cost Reduction
20%
Other
20%
VALUE CREATION OVER A 5-YEAR HOLDING PERIOD
Revenue Growth
Cost Reduction
Other
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TRADITIONAL COMMERCIAL DUE DILIGENCE
Buying Process
Competitor Landscape
Market Growth & Trends
Size of the Market
Customer
Feedback
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SHIFTING THE EMPHASIS TOWARD THE CUSTOMER
Buying Process
Competitor Landscape
Market Growth & Trends
Size of the Market
Customer Feedback
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CUSTOMER INTERVIEWS
COMMON TRAPS
“Reference Check”
Brief Interviews
“Check the box” exercise
Weak Insights
Limited analysis
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THERE’S GOT TO BE A BETTER WAY.
Apply
Voice of the Customer techniques
to Customer Due Diligence.
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SPECIALIZED APPLICATION OF VOC
Quality of Customers®
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®
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SMART QUESTIONING UNCOVERS…
Satisfaction & Loyalty (NPS®)
Pricing Risks / Opportunities
Who’s Been Awarded Recent Business and Why
Growth Outlook for the Market
Market’s Likely Adoption of New Innovations
Unmet Needs / Market Trends
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QofC®
INVESTIGATESKEY VALUEDRIVERS
Uncovers Improvement Areas
Insights to Win Business / Gain Share POST-CLOSE
PLAYBOOK
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CONFIRMING
DUE
DILIGENCE
Validates the Revenue Forecast
Validates the Margin Projections
Investigates Competitive Landscape
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POLL:
Has a company you own, advised, or are attempting to acquire measured their Net Promoter Score®?
a) Yes
b) No
c) Not Certain
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THE LITERATURE EXISTS…
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THE NET PROMOTER SCORE® EXPLAINED
Q. How likely is it that you would recommend Company X to a friend or colleague?
■ Loyal buyers
– will refer
your business
■ Buyers not
loyal – open
to other
options
■ Trouble with the basics – this group drives negative
word of mouth for a company’s reputation and
discourages new customers
Extremely
Likely
Not at All
Likely
SOURCE: NET PROMOTER, NPS, AND NET PROMOTER SCORE ARE TRADEMARKS OF SATMETRIX SYSTEMS, INC., BAIN & COMPANY, AND FRED REICHHELD
A PROVEN TOOL TO CUSTOMER SATISFACTION AND MEASURE PERFORMANCE
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NPS® RANGES AND LEADERS
-40% -20% 0% 20% 40% 60% 80% 100%
Airlines
Auto Insurance
Banking
Brokerage &
Investments
Cable & Satellite TV
Cell Phone Service
Computer Tablets
Consumer Software
Credit Cards
Home Insurance
Hotels
Internet Service
Life Insurance
Online Services
Online Shopping
Travel Website
62%
81%
65%
81%
34%
39%
66%
58%
52%
84%
20%
45%
56%
64%
46%
HSBC -14%
CitiGroup 18%
Travelers 28%
Liberty Mutual 14%
Acer 28%
Blockbuster on Demand 11%
Google Shopping 19%
US Airways -8%
Orbitz 20%
Time Warner Cable -5%
Sprint 5%
-22% Medicacom
McAfee 7%
Morgan Stanley 29%
Travelers 16%
59%Motel 6 -15%
SATMETRIX NET PROMOTER BENCHMARKS 2014
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WHY NPS® MATTERS
Companies with
leading NPS®
results often
OUTGROW
THEIR PEERS
BY 2X +
COMPANIES WITH LEADING NPS
®RESULTS
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NPS® AND GROWTH
NPS® is
A RELIABLE
PREDICTOR
of a business’s
growth outlook.
0
2
4
6
8
10
12
14
16
18
20
0 2 4 6 8
NP
S®
YEARS
GROWTH (INDEXED)
Loyalty Leader Average
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INTERPRETING NPS® SCORES
** Score ranges are illustrative. Vary by industry.
UNDER PERFORMER< 15 NPS
AVERAGE15 – 35 NPS
LEADING PERFORMER> +35 NPS
SCORING RANGES **
FINANCIAL / COMPETITIVE OUTLOOK
Lose Share ↓ Maintain Share ↔ Gain Share ↑
DEFINING CHARACTERISTICS
■ Product/Service
performance Issues
■Arrogance/Poor
Customer Service
■ Low value for the price
■Quality and delivery are
good, not great
■ Service is inconsistent
■ Little focus beyond the
basics
■Deliver a great customer
experience
■Consistently exhibit
“Customer First” Attitude
■Collaborative,
partnering approach
with customers
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NPS® IS NOT A PANACEA
A “40” is a good score only if it is
better than the competition.
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THOUGHTFUL QUESTIONING
COMPETITOR
BENCHMARKING
OVERALL
IMPRESSIONS
/ NPS®
CUSTOMER
EXPERIENCE
RATINGS
Results
Validated Ratings
Clear Areas of
Improvement
Detailed
Knowledge of
Issues
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CUSTOMER INTERVIEWING: Effective Methods
Customer Satisfaction Survey Approach
Interview accounts representing 60-70+% of sales
Conduct multiple interviews at top accounts
Capture customer commentary verbatim
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KEY TO SUCCESS
ROLL UP THE DATA
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IDENTIFYING AT RISK ACCOUNTS
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COMPARING RELATIVE STRENGTHS AND WEAKNESSES
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ASSESS TARGET VS. COMPETITION
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DEFINE SWOT THROUGH THE EYES OF THE CUSTOMER
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WHAT QofC®
DILIGENCE HAS UNCOVERED
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PRICE REDUCTIONREALIZED
CLIENT:
South African packaging company was
identified as well-run, with good quality and
reasonably good service.
QofC® FINDINGS:
However, lower cost imports were entering the
market. 16 of 17 customers threatened to move
business unless price concessions were made.
RESULTS:
Final price reduced by 30%, deal completed.
Renewed emphasis on innovation to regain
price-value.
NPS
7%
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OFFERWITHDRAWN
40
NPS
14%CLIENT:
LED Lighting Manufacturer – Majority of top
accounts (12 of 20) complained of late deliveries
and poor service. Even owner called out for
poor customer relations, “There’s nothing I like
about them.”
QofC® FINDINGS:
Further discovery uncovered competing supplier
was preferred and likely to win future business.
RESULTS:
Offer was withdrawn.
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3 COMMON APPROACHES TO FOCUSING ON TOP LINE GROWTH
Growth planning often takes a backseat to profit maximizing.
1) Strategic Planning Exercises
2) Board Reviews
3) 3rd party experts
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DEAL CLOSED,PLAYBOOK DEFINED
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NPS
27%CLIENT:
Strategic acquisition in automotive identified
engineering priorities required by customers to
increase business going forward. The company was
able to isolate immediate synergies that enabled
the integration plan to move forward rapidly.
QofC® FINDINGS:
Full slate of improvements prioritized & actioned.
RESULTS:
Integration plan executed in advance of first 100
days.
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USING CUSTOMER DD POST-CLOSE: An Early Roadmap
Customer insights are very actionable
Clear roadmap of improvement priorities
Immediate steps to win business / gain share
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CLIENT PERSPECTIVE
“On the front end, insights into customer
relations is in many ways the most important
thing that we want to understand about a
company that we’re investing in. The value is
created at the customer relationship.”
Rob Ospalik,
Partner, Co-Head of
Global Operations
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Thank you for your time.
Questions?
CONTACT US
(312) 551-0505
www.strategex.com