Temat: Opracowanie wizji, strategii i planu działania - dla...
Może pomocne będą te pytania. Mają ciekawą "moc" wyciągania wizji i strategii. Wiele z nich odnosi się do istniejącego biznesu, inne wpasowują się dobrze w nowe projekty. Opracowane przez Jay Abrahama - człowieka który zamienia w złoto wszystko czego się dotknie. Gorąco polecam jego produkty. Mam nadzieję że coś z tego się przyda.
Najlepszego!
What initially got me started in my business (what motivation, occurrence, etc.)?
When I first started, where did my customers come from (what process, method or action did I use)?
Why did customers originally buy from me?
Why do customers buy from me now?
What primary method of generating customers was used to build my business?
Which of my marketing or sales efforts brought in the bulk of my sales/clients? What percentage of my business comes from this?
What ongoing sales efforts do I personally perform today? How do these functions differ from those I performed when I started my business?
Where do my customers come from specifically (demographics)?
What do I believe my greatest single competitive advantage is?
What aspects of my business, product or service am I most proud of?
If I had magic wand, would I rather attract more new customers or garner more money from my existing customers, and why?
How many of my suppliers would be motivated to help me grow my business more because it will directly benefit them at a very high level? Who are they?
When I create a new customer for my business or profession, who else have I indirectly created a new customer for?
Who is my target market and how did I arrive at it?
Describe what my business does completely (what I sell, how I sell it, and who I sell to by industry, commercial category or specific niche).
What is my business philosophy as it relates to my customers?
How have my methods for doing business, or the product or service line(s) I market Changed since the inception of my business?
What is my vision for my business for the next: 6 months, 1 year, 3-5 years and 10 years and beyond?
What or where is my biggest opportunity that will help me achieve this vision?
What is my greatest strength, and is it consistent with this opportunity?
What is the “lifetime value” of my typical customer (i.e. how much revenue will he/she generate for me over the entire period he/she does business with my company?
What is my Unique Selling Proposition or USP (why do my customers buy from me – what is it that my product and/or service that distinguishes me from my competition? I may have more than one for different product/service lines or segments of my business?
Is my USP a consistent theme in all of my marketing and sales efforts? If yes, how, and if no, why not?
Briefly describe my marketing program or marketing mix (all the different types of marketing I use and how they interrelate – i.e; yellow pages, spot advertisements, direct mail, direct sales, telemarketing, etc.).
Who are my biggest competitors and what do they offer that I do not?
What steps do I take to offset their advantage? Are they working? If not, what needs to be changed?
What is my competition’s biggest failing, and how do I specifically fill that void?
Do I use direct response marketing concepts (those designed to induce an immediate and measurable response)? If no, why not?
Do I have a written marketing plan that I adhere to? If so, explain it:
What do my customers really want (be specific, don’t just answer “a quality product or service”)? How do I know?
Do customers buy from me exclusively or do they also patronize my competitors? What steps can I take to get the main portion of their business?
What’s my market potential (universe) and my current share of that market?
What does it cost me to get a new customer?
What is the average sales and profits generated from a new customer in the first year, and how is that information useful in my overall marketing strategy?
What is my biggest and best source of new business, and am I doing everything possible to secure this business? If no, why not?
What has been my biggest marketing success to date (defined as a specific promotion, advertising campaign, telemarketing script, etc.) and am I still using it?
What is my biggest marketing problem or challenge today? Describe it in its entirety as candidly and directly as possible, including personal, financial, and transactional implications it may impose.
How many better ways could I reduce the risk of transaction, lower the barrier of entry or reduce the hurdle for my customer, client or patient to make it easier for that person to do business with me?
After the initial sale, are there systematic, formal methods I use to communicate and resell my customers? If so, what are they? If not, should there be?
Do I have a systematic back-end (selling my own or others’ products to existing customers)? Describe how it works:
What problem does my product or service solve for the customer? Describe my customers’ needs and the positive results my product/service provides?
Are there other ways or different products/services I could be selling but am not?
Do I need to make money on first-time buyers, or am I satisfied with only making it on the back-end (reorders)? Explain:
Does 80% of my sales come from 20% of my customers? What are the implications of my particular ratios?
пропозиції роботи
