gfc 5 elements of a balanced business 2014

Gary Finnan & Tom Potter

The Future of Your Craft Business:

Creative Strategy & Planning for Success

Not for presenta,on or use without approval – property of GFC 2014

+ MP3R I A$endee Considera.on


DNA MP3R I Business Lifecycle Journey

You Start Here

1 EnVision

Courtship

Infant

GO-‐GO

2 ReVision 3 ReVive

Complacency

Aristocracy

Recrimina,on

4 SurVive

Witch H

unt

Bureaucracy

Death

Growth Mature Decline Death

You Get Here

You Go Here

?

?

?

!

Adolescence

Prime

Stable

You don’t want to be here!



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Almost 99% of the mass of the human body is made up of these six elements:

• Oxygen, • Carbon, • Hydrogen, • Nitrogen, • Calcium, • Phosphorus

MP3R I DNA Human Elements – Simplicity vs Complexity

Wine on the pother hand is made up of 11 Elements + 9 Vitamins and 11 Other Compounds

Not for presenta,on or use without approval – property of GFC 2014 Not for presenta,on or use without approval – property of GFC 2014

THREE ESSENTIAL STEPS


+ DNA MP3R I 3 STEPS

D i DNA

Discover

01 Discover Your Essence

“A Guided Discovery Process”

Tom PoWer Brooklyn Brewery



N U

DNA

Nurture

02 Nurture Your Vision

“Not Conserva,ve – Give The Facts”




A c

DNA

Act

03 Act On Your Plan

“Don’t Believe Everything You Think / Write”



+ MP3R I The Elements of Your Business?

RETURN

Google Images 2014


+ MP3R I Balanced Big Picture

BX I Business Experience Crea,ve Balance

Innova,ve

CX I Customer Experience Strategic Balance Measured

OPERATIONS

MARKETING

DESTINATION

ORGANIZATION

FINANCE

SALES -‐ DTC

PLATFORM

SALES – WSale


+ Transi.on Map


5 Elements of a Balanced Business


+

Message Purpose People Place Return

MP3R I Five Elements of your business equa.on

Mp

DNA

EnVision

00

3 R

Google Images 2014


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Me

04

Message

Promise

MP3R I Strategic Business Planning

Google Images 2014

MESSAGE • Have you defined the basis of your brand essence to build a meaningful story that customers can relate to? • Are you keeping or fulfilling the promise you make to customers in your brand message to create a memorable experience and your desired ROI?


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Me

01

Message

Promise • Rediscover your brand -‐ Compelling Brand Essence

• Share customer insights – Wants. Needs and Desires

• Talk about customers needs, not personal preferences

• Provide a clear and compelling purpose

• Market to employees

• Have a clear social mission

• Authen,c Brand Values

• Prepare to keep the promise



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P u

05 Provide

Purpose

MP3RI Strategic Business Planning

Google Images 2014

PURPOSE • Have you defined your purpose? What do you wish to be known for? • Do you have the structured methodology or knowledge to create that purpose or produce those products? • Are you offering the right quality of products and providing the services the customer wants, needs, or expects, to create a Memorable experience and Your desired ROI?


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P u

02 Provide

Purpose

• People are ins,nc,vely self –centered

• What do customers want, need, expect?

• Don’t sell things, help customers buy them

• You know more than you customer: Or do you? -‐ Tech Talk!

• Don’t let company organiza,on drive experience / products

• Kick off interac,ve ac,vi,es -‐ Service and Circle of Touch Points

• Assume increased adop,on -‐ Improve usability, a lot.



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P e

06 Human

People


Google Images 2014

PEOPLE • Have you defined your business vision and ideal customer segments? • Is your staff immersed in your vision and engaging with the right customers to create a long term adop,on of your products and brand to create a great experience and your desired ROI?


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P e

03 Human

People

• Who is your customer?

• Disengaged employees don’t create engaged customers

• WBS -‐ (Warm Body Syndrome)

• Communicate, Communicate, Communicate

• Make it easy to do the right thing – Training and Tools

• Find ways to Measure employee engagement

• Establish a strong opera,ng structure (The Ringmaster)

• Make listening an enterprise wide skill



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P l 07 Environ

Place


Google Images 2014

PLACE • Have you defined your ideal business loca,on and created the founda,onal architecture to operate your business? • Have you created a physical manifesta,on of your brand that the customer engages with, adopts and shares loyally as a personal, memorable brand experience to create your desired ROI?


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P l 04 Environ

Place

• Every interac,on creates a personal reac,on • Experiences need to be designed for individuals • Customer segments must be priori,zed

• Feedback needs to be the key metric

• Employees need to be empowered – with tools

• Make sure you have the right environment – The Stage

• Customer Connectedness

• Message, Purpose, People in the Place

• Make socially-‐conscious decisions -‐

• Be as green as you can be



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R e

08 Expecta,on

Return


Google Images 2014

RETURN • Are you achieving the return on investment you projected? • Does your customer act as a brand ambassador when they leave your business?


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R e

05 Expecta,on

Return

•  Customers show loyalty by purchasing products & services

• Employees do what is measured, incented, and celebrated

• Turn innova,on into a con,nuous process

• Make ,me for innova,on

• Seek out Innova,on Partners

• Lifestyle ROI

• Innova,on ROI

• Legacy ROI



Your Essence Is

The Foundation of Planning


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One Word: MP3R

Essence Statement: MP3

•  At the Brooklyn Brewery we promotes the prolifera.on of good beer and good food whenever we can by enriching the life, tradi,on and culture of the communi,es we serve. We work with partners and purveyors across the country to produce beer and food tas,ng events of the highest quality. We export more beer worldwide than any other American crao brewery, gaining the Brewery and our stakeholders notoriety as one of the top crao beer producers in the world.

MP3R I Reverse Engineering – Brooklyn Brewery MP3R Example

5 Elements 1987 1992 2014 ReVisioned

Message Crab Gourmet Prolifera.on ?

Purpose Reinheitsgebot Integrated Enrich ?

People Contract We Partners ?

Place Brooklyn Interna.onal Worldwide ?

Return Pride Control Notoriety ?


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How People See You – Percep,on vs Reality

Navigate Your Uniqueness

Message = Promise Purpose = What People = Who Place = Where ROI = Why

MIND Intellect Choices

EMOTION Feel Explore

SENSE S.mulate Crave

VOICE Ar.culate Interact


Google Images 2014


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Define Your Business Essence Provide one word for each of the following elements Message = What is Your Promise Purpose = What You Do People = Who is Your Customer Place = Where You Engage Return = What You Get Out of It

MP3R I Essence Exercise

Take the five words and crab an essence statement -‐ keep it simple and consider the relevance of the words you use.

If you are really brave – expand out to Internal Facing / External; facing or even a Re-‐Visioned future

How You See Your Business – Percep,on vs Reality 5 Elements Now Internal External ReVisioned

Message

Purpose

People

Place

Return


The Stuff We Never Showed You


+ MP3R I Five CORE Agreements

A g

DNA

Agree

00 A founda,on for communica,ng as a team

• Be impeccable with your word.

• Don’t take anything personally. • Don’t make assump,ons. • Always do your best. • Be skep,cal, but listen for the message.

Based on the book The Four Agreements © 1997, don Miguel Ruiz.

Printed by permission of Amber-‐Allen Publishing, Inc. P.O. Box 6657 , San Rafael , CA 94903 . All rights reserved.


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Loyal

Listener

Energetic

Accomplishment

Honest

Passionate

Helpful

Proactive

Respecpul

Strategic

Reliable

L E A E D R S H I P



+ MP3R I Strategic Business Planning

Memorable

Interested Energetic

Nurturing

Honest

Passionate

Helpful

Organized

Trusted

Strategic

Reliable

M E N O T R S H I P


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Strategic Intention

• Vision • Mission • Values • Goals (LT)

Business Strategy

• Capabilities • Key Strategic

Initiatives • Objectives • Stakeholders

Brand Strategy

• Positioning • Portfolio • Architecture •  Identity &

Attributes

Market Strategy

• Target Markets • Customer

segments • Distribution

Channel/s

Functional Planning

• Objectives • Deliverables • KPIs • Performance

Measures

Actionable Roadmap

• Key Initiatives • Deliverables • Timelines • Assigned

Champions

MP3R I Planning Components

BX I Business Experience Crea,ve Balance

Innova,ve

CX I Customer Experience Strategic Balance Measured

Not for presenta,on or use without approval – Ova,on Guild 2013


8 Key Initiatives of a Balanced Business


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P f Strategy

Plaporm

06

• The plaiorm ini.a.ve directs a clearly defined promise that a company makes and fulfills for its customers through its brand. It is developed through a process of iden.fying and infusing both the tangible and intangible a$ributes which clearly and succinctly iden.fy and differen.ate a company. Also know as the brand strategy, these are the components that which inform business ini.a.ves.

Platform


Google Images 2014


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F i Strategy

Finance

07

• The financial ini.a.ve will guide all ac.vi.es to operate the business at op.mum profitability while building the value of the brand. It will clearly define how to document and monitor opera.onal performance to iden.fy revenue and expense trends, forecast resources needed and communicate this informa.on to stakeholders in a useful format and .mely manner.

Financial


Google Images 2014


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O r Strategy

Organiza,on

08

• The organiza.on ini.a.ve will ensures that staff, structure, policies, training, safety and risk management procedures, are in place – and rightly aligned with the organiza.on.

Organiza.on


Google Images 2014


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O p

Strategy

Opera,ons

09

•  The opera.onal ini.a.ve will encompasses nearly all tangible business func.ons – Farm management, produc.on, facili.es, property and equipment maintenance, as well as sustainability ini.a.ves, and the op.miza.on of the business’s capacity and efficiencies.

Opera.ons


Google Images 2014


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Ma

Strategy

Marke,ng

10

• The marke.ng ini.a.ve will direct how a company, its people and its brands and products are presented to the world. The marke.ng ini.a.ve ensures that the company and its brands and products are packaged and promoted in a way that is in keeping with the brand essence and en.cing to the target audiences.

Marketing


Google Images 2014


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S a

Strategy

Sales

11

• The sales ini.a.ve is intended to guide all ini.a.ves to distribute and deplete available and intended revenue-‐genera.ng assets, with the inten.on of developing a reputa.on with the target customers to solidify future growth and ensure sustainable profitability.

Sales


Google Images 2014


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D x

Strategy

Des,na,on

12

• To clearly ar.culate how the facility will be leveraged to authen.cate the brand to create a uniquely compelling brand story and guest experience

Des.na.on


Google Images 2014


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About Us: Brooklyn Brewery MP3R Reverse Engineering

•  Brooklyn Brewery makes beer. Good beer. Not only does it taste good and make your meal beWer but we like to think that since its founding in 1988, Brooklyn Brewery has brewed flavorful beers that enrich the life, tradi.on and culture of the communi.es it serves. Its award-‐winning roster of year-‐round, seasonal and specialty beers have gained the Brewery notoriety as one of the top crab beer producers in the world. While striving to brew the best beer possible (and make ,me for our growing families), The Brewery promotes the prolifera.on of good beer and good food whenever it can. Brooklyn beers are currently distributed in 25 states and 20 countries. Throughout 2011 The Brewery underwent an expansion that will double overall capacity in 2012 and quintuple by 2013. Brooklyn Brewery probably exports more beer than any other American crab brewery.

•  In addi,on to facilita,ng community mee,ngs at its Tas,ng Room, brewery employees serve on not-‐for-‐profit boards, including the Prospect Park Alliance, the Open Space Alliance, Transporta,on Alterna,ves and the Brooklyn Historical Society. Each year the company supports many charitable and arts organiza,ons including BAM, Brooklyn Museum and MoMA, and partners with food purveyors across the country to produce beer dinners and tas.ng events.

Dis.lled: MP3R

•  Message: The Brewery promotes the prolifera,on of good beer and good food whenever it can

•  Purpose: enrich the life, tradi,on and culture of the communi,es it serves.

•  People: partners with food purveyors across the country to produce beer dinners and tas,ng events.

•  Place: Brooklyn Brewery probably exports more beer than any other American crao brewery.

•  Return: beers have gained the Brewery notoriety as one of the top crao beer producers in the world

MP3R I Reverse Engineering – Brooklyn Brewery MP3R


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About Us: Brooklyn Brewery MP3R Reverse Engineering

One Word: MP3R

•  Message: Prolifera,on

•  Purpose: Enrich •  People: Partners •  Place: Worldwide

•  Return: Notoriety Essence Statement: MP3R

•  At the Brooklyn Brewery we promotes the prolifera.on of good beer and good food whenever we can by enriching the life, tradi,on and culture of the communi,es we serve. We work with partners and purveyors across the country to produce beer and food tas,ng events of the highest quality. We exports more beer worldwide than any other American crao brewery, gaining the Brewery and our stakeholders notoriety as one of the top crao beer producers in the world.

MP3R I Reverse Engineering – Brooklyn Brewery MP3R

Message = What is Your Promise Purpose = What You Do People = Who is Your Customer Place = Where You Engage Return = What You Get Out of It


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One Word: MP3R

Essence Statement: MP3

•  At the Brooklyn Brewery we promotes the prolifera.on of good beer and good food whenever we can by enriching the life, tradi,on and culture of the communi,es we serve. We work with partners and purveyors across the country to produce beer and food tas,ng events of the highest quality. We export more beer worldwide than any other American crao brewery, gaining the Brewery and our stakeholders notoriety as one of the top crao beer producers in the world.

MP3R I Reverse Engineering – Brooklyn Brewery MP3R Example

5 Elements 1987 1992 2014 ReVisioned

Message Crab Gourmet Prolifera.on ?

Purpose Reinheitsgebot Integrated Enrich ?

People Contract We Partners ?

Place Brooklyn Interna.onal Worldwide ?

Return Pride Control Notoriety ?


+ MP3R I Reputa.on or Reality

Know How Customers See You – Don’t Wait For Your Funeral

For addi,onal informa,on or consul,ng support, please give us a call. We work na,onally and remotely, subject to your requirements and project scope. Gary Finnan -‐ 707-‐975-‐9761

Google Images 2014


THANK YOU

[email protected] GaryFinnanCrea,ve.com Tom@nydis,lling.com

nydis,lling.com

gfc 5 elements of a balanced business 2014

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