Fundamentals for Developing a Strategy

Max Kirschnerhttp://maxcompan7.wix.com/maxkirschner

Developing a Strategy

• Assimilate the corporate direction with respect to go-to-market strategy development

• Understanding your product, service or program to develop, the purpose

• Poll the stakeholders involved; internal departments, sales and marketing, infrastructure managers; and key accounts for input

• What support systems are in play to enhance the strategy, or what is needed

• The competitive landscape and analysis, how does “the strategy” fit; get some competitive intelligence

The Strategy Process

• Research the market; the requirements; create the need, what is missing in the market, how can it be leveraged

• Analyze the resources: internet, social media, company, competition, market web sites, contacts, periodicals, clients, networks, similar products and services

• Reach out to resources for information; for example Info-Canada• Develop a target market, segment or vertical• Create a set of objectives to accomplish: value proposition, customer

benefits, pricing proposition, company benefits, market positioning; differentiating factors

Creating Tactics to Achieve Results

• Develop a business case• Return on investment (ROI)• Launch strategy; end-to-end project delivery • Project plan development (what has to be done: IT, operations, sales, marketing, training,

etc.) • Time-lines, milestones, program maintenance costs, key contributors and partners• After implementation requirements, marketing, sales, support, etc.

• Assemble a cross-functional team of influencers and departments affected to assist in the strategy delivery

• Engage key stakeholders and a project sponsor• Evaluate the costs involved and the internal resources needed to deliver on the

ROI

Strategy Delivery Overview

Prepare a presentation to senior management in order to get executive approval on the “Strategy” developed

• Executive summary; value proposition, etc.• The Business Case: costs, budget, resources, action plan, time-

lines, ROI• Product outline, logistics, distribution, pre and post launch• Company benefits (present a win win scenario for customers

and company)• Approvals required project budget and project plan