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Copyright July 2008 John R. Castle
Organizing your proposal 1
Organizing Your Proposal: as simple as ABC
Adapted from
John Zagula & Richard Tong
“The Marketing Playbook”
Copyright July 2008 John R. Castle
Organizing your proposal 2
For an example of planning, read “Making Mount Rushmore”.
http://www.ohranger.com/mount-rushmore/making-mount-rushmore
Mt Rushmore
created 1927-1941
By Gutzon Borglum
Copyright July 2008 John R. Castle
Organizing your proposal 3
Agenda
• Planning Basics/Before You Start– “Three Cs”
• Positioning Your Company– The Why: “ABCs”– The How: “XYZs”– The What: “P>B>F”
• Some Tips (MUST, R3)• Recap
Copyright July 2008 John R. Castle
Organizing your proposal 4
What to Know: Three Cs
What and How They
Buy
What and How They
Buy
Priorities/ ObstaclesPriorities/ Obstacles
Critical NeedsCritical Needs
How They Make Money
Threats/ Opportunities
Next Moves
How We Make Money
Strengths/Weaknesses
Product/Partnership
Futures
Know the Customer
Know the Competition
Know Your Competency
Their Business
YourAnalysis
Their Strategy
Copyright July 2008 John R. Castle
Organizing your proposal 5
The Why: ABC sSetting up a desired future your target can easily relate to
AMost important,problem we can
all agree on
Copyright July 2008 John R. Castle
Organizing your proposal 6
A: What is the most important problem
that you propose to solve?
State as a situation that everyone knows and
can agree on.
Copyright July 2008 John R. Castle
Organizing your proposal 7
ABC: American Express
A. We have a big base of cardholders who want more services.
B. Wouldn’t it be great if customers could buy more things with a credit card.
C. We will add more vendors who provide an expanded list of cardholder benefits
Copyright July 2008 John R. Castle
Organizing your proposal 8
The Why: ABC sSetting up a desired future your target can easily relate to
AMost important,problem we can
all agree on
BDesired solution,Possible but not
yet achieved
Copyright July 2008 John R. Castle
Organizing your proposal 9
B: Wouldn’t it be great if ….
(then describe the outcomeyou expect to create)
Copyright July 2008 John R. Castle
Organizing your proposal 10
ABC: American Express
A. We have a big base of cardholders who want more services.
B. Wouldn’t it be great if customers could buy more things with a credit card.
C. We will add more vendors who provide an expanded list of cardholder benefits
Copyright July 2008 John R. Castle
Organizing your proposal 11
The Why: ABCsHighlight the primary obstacle to getting there (from A to B), and …
AToday’s Situation,
Limitations we can all agree on
BDesirable Future,Possible but not
yet achieved
Describe the Gap, that could be filled, if only…
What we will do.
C
Copyright July 2008 John R. Castle
Organizing your proposal 12
C: My Company has a product/processto eliminate the problem and
achieve the outcome.
(state what you have done tosatisfy the customer’s
obvious need. )
Copyright July 2008 John R. Castle
Organizing your proposal 13
ABC: American Express
A. We have a big base of cardholders who want more services.
B. Wouldn’t it be great if customers could buy more things with a credit card.
C. We will add more vendors who provide an expanded list of cardholder benefits
Copyright July 2008 John R. Castle
Organizing your proposal 14
ABC: VISA/MASTERCARD
A. Amex has a big base of cardholders who want more services.
B. Wouldn’t it be great if customers could buy more things with a credit card.
C. We will attract more vendors by reducing the fees they have to pay when customers use our card
Copyright July 2008 John R. Castle
Organizing your proposal 15
BC
Breche de Rolande, Pyrenees Mtns
A
Copyright July 2008 John R. Castle
Organizing your proposal 16
The How: XYZ s
Describe HOW you fill that gap• Category Definition:
“We are the only X company/product/solution”
• Target Customer:
“That Solves Y customer problem”
• Competitive Differentiation: “In Z unique way”
Copyright July 2008 John R. Castle
Organizing your proposal 17
Southwest Airlines XYZ
X: “short haul, low fare, high-frequency, point-to-point carrier “
Y: inexpensive travel to selected places
Z: “No Frills”, self-service
(A. Airline travel is too expensive and complicated.)
Copyright July 2008 John R. Castle
Organizing your proposal 18
Agenda
• Planning Basics/Before You Start– “Three Cs”
• Positioning Your Company– The Why: “ABCs”– The How: “XYZs”– The What: “P>B>F”
• Some Tips (MUST, R3)• Recap
Copyright July 2008 John R. Castle
Organizing your proposal 19
Features and functionality are necessary
Benefits are better
Proof is best
Canyonlands Natl Park
The WhatThe What
F<B<PF<B<P
Copyright July 2008 John R. Castle
Organizing your proposal 20
Secret Sauce – give it a name
The What
Refuge Wallon, Pyrenees
Copyright July 2008 John R. Castle
Organizing your proposal 21
Other Tests
MUST
M atters: relevant to your targetU nique: only you can provideS ustainable: believable/can’t be duplicatedT angible: easily understood, powerful
Fins, Arches Natl Park
Copyright July 2008 John R. Castle
Organizing your proposal 22
R3: The Rule of ThreeNo more than three of anything
Features Benefits Proof points
Pacific Crest Trail, WA
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