1. Cook, Inc TEAM WORKBOOK Decisions and Notes for Modules 1 – 5 BSMART Business Simulation Management and Relationship Training

2. Vision, Mission & Strategy The Foundation of a Business MODULE ONE

3. Your Vision Be recognized as financial planning and wealth management firm focused on clients with $2M and above with full planning needs Provide a comprehensive team based approach to clients engagement while maintaining an advisor to client relationship below industry average Maintain independence of ownership Create a firm culture that rewards a team-based approach to the achievement of firm level goals and promotes personal and professional development A vision statement describes what you want your firm to look like in the future, typically three to five years out, or longer, and is both an internal and an external message. If you keep it front and center, it can help you stay focused on your goals. It can also help inspire and motivate your staff, and instill confidence in clients that you know where you want to be in the future. As you craft a vision statement for your firm, ask: What do we aspire to become in three to five years? What does success look like for our firm over this period? What does our end-state look like? A vision statement describes the future state you are looking to create – your desired end-game for the firm in 2020.

4. Your Mission To provide unbiased and objective guidance to the betterment of our clients in the pursuit of their financial goals A mission statement describes why you are in business, and is primarily used internally. It plays an important role in helping you assess your activities and determining if they are in line with your core purpose. It can be used to “sanity check” what you may be considering doing – if activities stray from your core purpose, you may decide not to do them or to reevaluate your mission. As you craft a mission statement for your firm, ask: What is our purpose for being here? Why do we do what we do? What needs do clients have when they come to us? What are the most significant strengths of our business? Why do clients choose our firm over other firms? What are our differentiators? A mission statement describes why the organization exists – its core purpose.

5. SWOT Analysis 4 StrengthsWeaknesses Profitable Bench strength (BDO) execution in developing talents Loyal clients Concentration on CIOs - Natalie Good reputation Strong growth Strong Planning Segment of clients (lawyer, inv. banking)

6. SWOT Analysis 4 OpportunitiesThreats Leverage client segment Natalie as hub Develop next generation Lack of clarity on who does what (leader/management) Loyal client base Lack of marketing strategy Services provided touch all aspects of financial life Morale Path to partnership Lack of transparency into comp & ownership

7. Initiatives and Notes Initiatives for Improvement PLEASE COMPLETE Write down and agree on Strategy initiatives in your firm and elect a “champion” for each initiative. Notes Improvement OpportunityWho Will Complete 1. 2. 3. 4. 5.

8. Growth Building the Firm MODULE TWO

9. CHARACTERISTICS OF THE IDEAL CLIENT CHARACTERISTICS OF THE NOT-SO-GREAT REFERRAL Business You Would Like To Win Values planning process, not motivated by investment returns Investment only Wants full service & willing to give up control ”do it yourselfer” Life stage goal planning orientation Desires high-touch engagement CHARACTERISTICS OF THE IDEAL COI CHARACTERISTICS OF THE NOT-SO-GREAT COI COI Relationships You Would Like To Have Ideal Profile

10. Initiatives and Notes Initiatives for Improvement 1.Target date – Dec 2014 with budget of $20K 2.Target date – Oct 2014 with a budget of $5k 3.Target date – Dec 2014 with a budget of $25k 4.Target date – April 2015 with a budget of $30k 5.Target date – April 2015 with a budget of $20k Write down and agree on Growth initiatives in your firm and elect a “champion” for each initiative. Notes Improvement OpportunityWho Will Complete 1. Client Advisory BoardAlex Munday 2. Comprehensive COI StrategyNatalie Cook and Dylan Sanders 3. Firm/Brand storyPartners 4. Web, social media strategyJohn Bosley 5. Create regional presence/event strategy Natalie Cook

11. Staffing and Compensation Attracting, Retaining and Organizing Talent MODULE THREE

12. Organizational Chart Draw your firm’s organizational chart. Label the positions.

13. Compensation Philosophy PLEASE COMPLETE What is your compensation philosophy?

14. Initiatives and Notes Initiatives for Improvement 6. Hiring, onboarding and training new associates Leadership track and changes if Natalie steps down Develop internal talent or look outside -> cost, non revenue producing Hiring – source and train new talent Write down and agree on Human Capital initiatives in your firm and elect a “champion” for each initiative. Notes Improvement OpportunityWho Will Complete 1. Evaluate ownership structure & partnership division Outside consultant (target Dec ‘14) 2. Build career tracking – training pathsTBD (target Dec ‘14) 3. Restructure to build team approach to client coverage TBD (target Dec ‘14) 4. Develop branch strength (addition of junior advisors) Partners (target April ‘15) 5. Define roles & responsibilities and measurable success metricsTBD (target ASAP) Handouts in the Appendix Advisor HR Solutions Sample Compensation Profiles

15. Operations and Technology MODULE FOUR

16. Role of Operations Service and Deliverables Component-level Role Financial planning Tax planning – refer out tax preparation Estate planning review – refer out document drafting Investment management - outsourced Financial PlanningInvestment Management Data/statement gathering. Deliver performance reporting Cashiering & money movement Prepare account opening documents Run clients statements fee billing Problem resolution

17. List and Documents Services PLEASE COMPLETE Process Purpose Budget Resources Evaluate how well resource components are satisfied. AvailableScalable AttainableSustainable

18. Initiatives and Notes Initiatives for Improvement PLEASE COMPLETE Write down and agree on Operations initiatives in your firm and elect a “champion” for each initiative. Notes Improvement OpportunityWho Will Complete 1. 2. 3. 4. 5. Handouts in the Appendix Six Tell-Tale Signs That Your Business Processes May Need Attention

19. Financial Management Making the Numbers Work MODULE FIVE

20. Initiatives and Notes Initiatives for Improvement PLEASE COMPLETE Write down and agree on Financial initiatives in your firm and elect a “champion” for each initiative. Notes Improvement OpportunityWho Will Complete 1. 2. 3. 4. 5. Handouts in the Appendix Key Drivers of Firm Valuation