1. Copyright © 2014 Pearson Education 3 - 1 Ch. 3: Business Model and Strategic Plan

2. Copyright © 2014 Pearson Education 3 - 2 Ch. 3: Business Model and Strategic Plan A Major Shift... From financial capital to intellectual capital Human Structural Customer

3. Copyright © 2014 Pearson Education 3 - 3 Ch. 3: Business Model and Strategic Plan Strategic Management Is crucial to building a successful business. Involves developing a game plan to guide a company as it strives (çabalamak) to accomplish its mission, goals, and objectives, and to keep it on its desired course.

4. Copyright © 2014 Pearson Education 3 - 4 Ch. 3: Business Model and Strategic Plan Strategic Management and Competitive Advantage Developing a strategic plan is crucial to creating a sustainable competitive advantage, the aggregation of factors that sets a company apart from its competitors and gives it a unique position in the market that is superior to its competition. Example: Whole Foods

5. Copyright © 2014 Pearson Education 3 - 5 Ch. 3: Business Model and Strategic Plan Building a Competitive Advantage Consider five aspects of a small company: 1. Products they sell 2. Service they provide 3. Pricing they offer 4. Way they sell 5. Values to which they are committed

6. Copyright © 2014 Pearson Education 3 - 6 Ch. 3: Business Model and Strategic Plan Key: Core Competencies Unique set of capabilities a company develops in key areas, such as superior quality, customer service, innovation, team-building, flexibility, responsiveness, and others that allow it to vault past competitors. They are what a company does best. Best to rely on a natural advantage (often linked to a company’s “smallness”). Example: Pizza Fusion

7. Copyright © 2014 Pearson Education 3 - 7 Ch. 3: Business Model and Strategic Plan Building a Sustainable Competitive Advantage Superior value for customers Sustainable competitive advantage Capabilities Core competencies Skills Lessons learned

8. Copyright © 2014 Pearson Education SMALL WINS ALL THE TIME 3 - 8 Ch. 3: Business Model and Strategic Plan FAST MOVER FAST MOVER PERSONALIZED SERVICE PERSONALIZED SERVICE FLEXIBLE AND WILLING TO CHANGE FLEXIBLE AND WILLING TO CHANGE SEEK FOR NEW MARKETS SEEK FOR NEW MARKETS PROTECT SMALL MARKET NICHES PROTECT SMALL MARKET NICHES FOUNDING «SWITCHING COSTS» BY PROVIDING PERSONAL SERVICE AND LOYALTY FOUNDING «SWITCHING COSTS» BY PROVIDING PERSONAL SERVICE AND LOYALTY WILLING TO TAKE RISKS WILLING TO TAKE RISKS CONSTANTLY INNOVATING CONSTANTLY INNOVATING

9. Copyright © 2014 Pearson Education STRATEGIC MANAGEMENT PROCEDURE FOR A SMALL BUSINESS 3 - 9 Ch. 3: Business Model and Strategic Plan Short time period- two yeras or less Be informal and not overly structıured, Encourage the partıcıpatıon of employees and outside parties, Do not start by putting objectives. It may stop creativity, Maintain flexibility Focus on strategic thinking, Be an ongoing process

10. Copyright © 2014 Pearson Education 3 - 10 Ch. 3: Business Model and Strategic Plan Strategic Management Process Step 1 Develop a vision and translate it into a mission statement Step 2 Assess strengths and weaknesses Step 3 Scan environment for opportunities and threats Step 4 Identify key success factors

11. Copyright © 2014 Pearson Education 3 - 11 Ch. 3: Business Model and Strategic Plan Strategic Management Process Step 5Analyze competition Step 6Create goals & objectives Step 7Formulate strategies Step 8Translate plans into actions Step 9Establish accurate controls (continued)

12. Copyright © 2014 Pearson Education 3 - 12 Ch. 3: Business Model and Strategic Plan Step 1: Develop a Vision and Create a Mission Statement Vision – the result of an entrepreneur’s dream of something that does not exist yet and the ability to paint a compelling picture of that dream for everyone to see. A clearly defined vision: ► Provides direction ► Determines decisions ► Inspires people ► Allows for perseverance in the face of adversity

13. Copyright © 2014 Pearson Education 3 - 13 Ch. 3: Business Model and Strategic Plan

14. Copyright © 2014 Pearson Education 3 - 14 Ch. 3: Business Model and Strategic Plan Step 1: Develop a Vision and Create a Mission Statement Addresses question: “What business are we in?” Why we are here and where we are going! The mission is a written expression of how the company will reflect an entrepreneur’s values, beliefs, and vision – more than just “making money.” Serves as a “strategic compass.” Examples: Chick-fil-A, Google

15. Copyright © 2014 Pearson Education 3 - 15 Ch. 3: Business Model and Strategic Plan Step 1: Develop a Vision and Create a Mission Statement Elements of a mission statement: Purpose of the company: What are we in business to accomplish? Business we are in: How are we going to accomplish that purpose? Values of the company: What principles and beliefs form the foundation of the way we do business?

16. Copyright © 2014 Pearson Education 3 - 16 Ch. 3: Business Model and Strategic Plan

17. Copyright © 2014 Pearson Education 3 - 17 Ch. 3: Business Model and Strategic Plan Step 2: Assess Company Strengths and Weaknesses Strengths Positive internal factors a company can draw on to accomplish its mission, goals, and objectives. Weaknesses Negative internal factors that inhibit a company’s ability to accomplish its mission, goals, and objectives.

18. Copyright © 2014 Pearson Education 3 - 18 Ch. 3: Business Model and Strategic Plan Step 3: Scan for Opportunities and Threats Opportunities Positive external factors the company can exploit to accomplish its mission, goals, and objectives. Threats Negative external factors that inhibit the firm's ability to accomplish its mission, goals, and objectives.

19. Copyright © 2014 Pearson Education 3 - 19 Ch. 3: Business Model and Strategic Plan The Power of External Market Forces Competitive Economic Political and Regulatory Technological Social and Demographic

20. Copyright © 2014 Pearson Education 3 - 20 Ch. 3: Business Model and Strategic Plan Step 4: Identify Key Success Factors Key success factors (KSFs): factors that determine the relative success of market participants. The keys to unlocking the secrets of competing successfully in a particular market segment. Example: Five Guys Burgers and Fries

21. Copyright © 2014 Pearson Education Examples Experience in the sector, Sufficient start-up capital, Cost control, Minimum waste food, Good inventory control Choosing good locations Cleanliness High food quality Friendly and attentive service, 3 - 21 Ch. 3: Business Model and Strategic Plan

22. Copyright © 2014 Pearson Education 3 - 22 Ch. 3: Business Model and Strategic Plan Step 5: Analyze Competitors Analyzing key competitors allows an entrepreneur to: ► Avoid surprises from existing competitors’ new strategies and tactics. ► Identify potential new competitors and the threats they pose. ► Improve reaction time to competitors’ actions. ► Anticipate rivals’ next strategic moves.

23. Copyright © 2014 Pearson Education Step 5: Competitor Analysis Direct competitors Offer the same products and services Customers often compare prices, features and deals among these competitors when they shop Significant competitors Offer some of the same or similar products or services Product or service lines overlap but not completely Indirect competitors Offer same or similar products in only a small number of areas 3 - 23 Ch. 3: Business Model and Strategic Plan

24. Copyright © 2014 Pearson Education 3 - 24 Ch. 3: Business Model and Strategic Plan Step 5: Analyze Competitors Techniques do not require unethical behavior: ► Monitor industry and trade publications. ► Talk to customers and suppliers. ► Debrief employees, especially sales representatives and purchasing agents. ► Attend trade shows and conferences and study competitors’ sales literature. ► Watch for competitor’s employment ads. ► Conduct patent searches for patents competitors have filed. ► Get EPA reports for the factories of competing manufacturers. ► Monitor direct competitors via social media

25. Copyright © 2014 Pearson Education 3 - 25 Ch. 3: Business Model and Strategic Plan Step 5: Analyze Competitors Techniques do not require unethical behavior: ► Learn about the kinds of equipment and raw materials competitors are importing from the Journal of Commerce Port Import Export Reporting Service. ► Buy competitors’ products and “benchmark” them. ► Get competitors’ credit reports. ► Check out the reports publicly-held competitors must file with the SEC. ► Investigate UCC reports. ► Check out the resources in your local library. ► Use the Internet to learn more about competitors. ► Visit competing businesses to observe their operations. (continued)

26. Copyright © 2014 Pearson Education 3 - 26 Ch. 3: Business Model and Strategic Plan STEP 6: Is Setting Goals & Objectives Really Important? “Would you tell me, please, which way I ought to go from here?” said Alice. “That depends a good deal on where you want to get to,” said the Cheshire cat. “I don’t much care where.…” said Alice. ‘Then it doesn’t matter which way you go,” said the cat. - Lewis Carroll’s Alice in Wonderland Alice in Wonderland

27. Copyright © 2014 Pearson Education 3 - 27 Ch. 3: Business Model and Strategic Plan Step 6: Create Company Goals and Objectives Goals: Broad, long-range attributes to be accomplished. “BHAGs” Objectives: More detailed, specific targets of performance that are: ► Specific ► Measurable ► Assignable ► Realistic (yet challenging) ► Timely ► Written down

28. Copyright © 2014 Pearson Education What Makes an Effective BHAG? 3 - 28 Ch. 3: Business Model and Strategic Plan

29. Copyright © 2014 Pearson Education 3 - 29 Ch. 3: Business Model and Strategic Plan Step 7: Formulate Strategies Strategy - a road map of the actions an entrepreneur draws up to achieve a company’s mission, goals, and objectives. It is the company’s game plan for gaining a competitive advantage.

30. Copyright © 2014 Pearson Education 3 - 30 Ch. 3: Business Model and Strategic Plan Step 7: Formulate Strategies Three basic strategies: Strategy? Cost Leadership Differentiation Differentiation Focus Focus

31. Copyright © 2014 Pearson Education Three Strategic Options 3 - 31 Ch. 3: Business Model and Strategic Plan

32. Copyright © 2014 Pearson Education 3 - 32 Ch. 3: Business Model and Strategic Plan Cost Leadership Goal: to be the low-cost producer in the industry (or market segment). Low-cost leaders have advantages: ► Reaching buyers who buy on the basis of price ► The power to set the industry’s price floor.

33. Copyright © 2014 Pearson Education 3 - 33 Ch. 3: Business Model and Strategic Plan Cost Leadership Cost Leadership works well when: ► Buyers are sensitive to price changes. ► Competing firms sell the same commodity products. ► A company can benefit from economies of scale. Example: Dollar General

34. Copyright © 2014 Pearson Education 3 - 34 Ch. 3: Business Model and Strategic Plan Differentiation Company seeks to build customer loyalty by positioning its goods or services in a unique or different fashion. Idea is to be special at something customers value. Key: Build basis for differentiation on a distinctive competence, something that the small company is uniquely good at doing in comparison to its competitors. Examples: Vosges-Haut Chocolate, Ice Hotel, and Indigenous Designs

35. Copyright © 2014 Pearson Education 3 - 35 Ch. 3: Business Model and Strategic Plan Focus Company selects one or more customer segments in a market, identifies customers’ special needs, wants, or interests, and then targets them with a product or service designed specifically for them. Strategy builds on the differences among market segments. Rather than try to serve the total market, the company focuses on serving a niche (or several niches) within that market. Example: Batteries Plus

36. Copyright © 2014 Pearson Education 3 - 36 Ch. 3: Business Model and Strategic Plan Step 8: Translate Strategies into Action Plans Survey of senior executives: Companies achieved only 63% of the results in their strategic plans. Create projects by defining: ► Purpose ► Scope ► Contribution ► Resource requirements ► Timing

37. Copyright © 2014 Pearson Education 3 - 37 Ch. 3: Business Model and Strategic Plan Step 9: Establish Accurate Controls Plan establishes the standards against which actual performance is measured. Entrepreneur must: ► Identify and track key performance indicators. ► Take corrective action.

38. Copyright © 2014 Pearson Education 3 - 38 Ch. 3: Business Model and Strategic Plan Balanced Scorecards A set of measurements unique to a company that includes both financial and operational measures. Gives managers a quick, yet comprehensive, picture of a company’s overall performance.

39. Copyright © 2014 Pearson Education 3 - 39 Ch. 3: Business Model and Strategic Plan Balanced Scorecards Five Perspectives: 1.Customer: How do customers see us? 2.Internal Business: At what must we excel? 3.Innovation and Learning: Can we continue to improve and create value? 4.Financial: How do we look to shareholders? 5.Corporate Citizenship: Do we meet our responsibility to society as a whole, the environment, the community, and other external stakeholders?

40. Copyright © 2014 Pearson Education Balanced Scorecard 3 - 40 Ch. 3: Business Model and Strategic Plan

41. Copyright © 2014 Pearson Education 3 - 41 Ch. 3: Business Model and Strategic Plan Conclusion The strategic planning process: ► Begins with the nine steps. ► Becomes more efficient each time. ► Teaches entrepreneurial discipline for a higher chance of survival.