1. Workshop for lay people interested in pathology 10 th May, 2012

2. Elizabeth Williams Welcome, housekeeping & introductions

3. Business Case A business case details the benefits and costs of consolidating service We are in the process of drafting this document We will be writing out to all interested patient groups to gather feedback on our proposals (June 2012) This feedback will be taken into consideration in our planning

4. Jamie Methuen Commercial strategy and our new website

5. WWW.SevernPathology.com

6. Break

7. What is Business Strategy A Simple Definition of Business Strategy Strategy is an integrated set of actions to... or A strategy tells us how we will compete in a market ‘Integrated’ Joined up / aligned / bought in ‘Actions’ Pointless unless we do something

8. Pages & Lifts How Many Pages to Make a Good Business Strategy? The Elevator Pitch Communicate Your Value over a 3 floor ride Situation: “Our market (or customer, etc.) is.a, b & c” So What?: “So we must do n, o, and p” Actions: “So we will execute key initiatives x, y, z”

9. Strategy is ultimately ‘how do I grow my business’ Identify some question – the problems that need solving: –Identify as many key business questions that you think need answers; engage your staff, mentors, advisers to help. –Highlight 3-5 questions that you believe can have the most impact on the growth of the business Questions for Severn Pathology

10. Study Your Market Studies & Market Research Lay Events & Market Testing (Focus Groups) Customers & Consumers (Research & Feedback) Different pieces of information relate to each other

11. The Realities What Must we ACHIEVE’ and so What Must we DO

12. Examples – Must Achieve Must maintain clear product leadership in local retail market for key product-line Must create a clear “need to treat” mindset of key surgeons for unicondular disease

13. Examples – Must Do Must consistently beat competition to introduce latest product innovations in key product-line Must give people suffering from the medical condition an opportunity to tell their story to seek treatment

14. Execution – Knocking Down Dominos It’s a matter of choosing which one - And being brave enough to do it Its not how good you are, but how good you want to be

15. Disney Strategy 1.Dreamer 2.Critic 3.Realist 3 chairs, - anchored in a location Time in each N o 2 will be contrary to N o 1 N o 3 will generate a project list using the known resources and trends

16. The Battle of Britain How the two opposing forces differed in their approach The outcome Lots of difference but focus on the main objective

17. The Strategy Luftwaffe Munitions (Bombs) Bomb RAF airfields to prevent planes taking off and landing Shoot down any RAF fighter that took off (counting on its advantage on number of planes over the RAF- 4:1) RAF Radar Identify competitors Plot their course Compete (attack!) Thus maximize the effectiveness of their smaller fighter fleet

18. Strategy Options Air Chief Marshall Sir Keith Park Air Chief Marshal Sir Trafford Leigh-Mallory Air Chief Marshal Sir Hugh Dowding

19. Strategy Option 2 Air Chief Marshall Sir Keith Park Commanded 11 Group - defended London & its environs Small squads of fighters to disrupt bombing raids Once German bombers were out of formation, use fighters to ‘pick off’

20. Strategy – Option 1 Air Chief Marshal Sir Trafford Leigh-Mallory Commanded 12 Group - defended Norfolk, Midlands, North Wales & Lincolnshire All out, big fighter wings (developed with Barder) Superiority in Fighter Numbers & Big Fights

21. Strategist Air Chief Marshal Sir Hugh Dowding Chief of Fighter Command Delays in assembling volume for big wing led him to support Park

22. Game

23. Any Questions?

24. Thank you for coming Please help us improve future workshops by completing an evaluation form before you go