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What Is Strategic Planning?
A process for determining
Where you are
Where you intend to be
How you’re going to get there
Why Do It?
To control the things you can control and deal with the things you can’t
One way for your organization to add superior value to your customers
It’s your responsibility as a manager
If you don’t do it, someone else will
The Generic Process
Define current state
Getting Prepared
Make it a group project – invite everyone to participate
Make decisions by consensus, not majority rule
If possible, get a neutral facilitator
Getting Prepared (continued)
Question everything, ASSUME NOTHING – be prepared to put yourself out of business
As manager, you set the tone – be careful about what you say and do, discuss the “undiscussable”
Getting Prepared (continued)
Look five years out
Allow enough time (6 months minimum)
Plan series of two-day meetings with several weeks between each session
Defining the Current State
Business definition
Customer analysis
Competitor analysis
Strengths/weaknesses/opportunities/threats (SWOT) analysis
Business Definition
A single paragraph that answers the following questions:
What is your offering?
Who buys and consumes it?
What do they get out of it?
Sample Business Definition
Publication Services designs, develops and publishes information products for external customers. Our products enable our customers to learn how to use our company’s products so that they can perform their own business tasks with greater ease and effectiveness, making their businesses more productive and profitable
Model for Business Definition
Customer Analysis
Who are they (who makes buying decision)?
What are their key goals, objectives, and strategies?
How are they organized?
What are their critical success factors?
How do they value for technical information?
Customer Analysis
In your team, discuss what you would like to learn about your customers
External – what are the job? what do they like or not like?
Internal – how can we help them? what are their expectations?
How much money do you want to spend?
What skills levels do they have?
Customers’ Needs
More than one kind of customers?
How do they do their work now?
Language, age, experience, education
What do they prefer?
What problems do they have now?
What tasks they are performing?
How can information make their lives easier?
Products of Customer Analysis
Detailed information about individual customers
Quick-reference summary for each customer
Set of generalized conclusions about customers and your relationship with them
Sources of Customer Information
User site visits
Surveys (paper/email/phone)
Focus groups and customer partnerships
Internal information sources
Performing the Customer Analysis
Use teams to conduct research, surveys, and interviews
Work off-line – use full group meetings to review and consolidate findings
High vs. low value for information
Performing the Customer Analysis
Look for patterns and tendencies in the data
Similarities and differences between customers
Conclusions about your relationship, perceived value
Sample Customer Summary
Conținut arhivă zip
- Strategic Planning.ppt
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