Strategy Canvas 2020 · •A Unique Positioning Statement •Productive introduction -(your Elevator Pitch) •Foundation for messaging and marketing materials For Advisor Use Only

Planning the Future with Your Strategy Canvas

Presented by:

Thomas J. Romano,Director of Sales Operations;Symmetry Partners, LLC

J. William G. ChettleDirector of Experience & EngagementSymmetry Partners, LLC

For Advisor Use Only. Not For Public Distribution. Symmetry Partners, LLC, is an investment advisory firm registered with the Securities and Exchange Commission. The firm only transacts business in states where itis properly registered, or excluded or exempted from registration requirements. For additional information regarding Symmetry Partners, please see disclosure at the end of this presentation.

Strategy Canvas—3 Things in 1 Picture

1. Shows strategic profile of an industry by clearly depicting factors that affect competition

2. Shows strategic profiles of the competitors — which factors “they” invest in

3. Displays your company’s strategic profile or value curve — showing how you invest in factors of competition

For Advisor Use Only. Not for Public Distribution. The information provided is based on the condition that the advisor does not share or disseminate the information to the public or to any party not approved to have access to such information. The above information is property of Robert R. Albright, Ph. D., AIM Consulting Associates, LLC.

Understanding the Canvas

• X Axis: Shows factors of competition for the industry

• Y Axis: Indicates competitors’ investment in a factor• Low position means a company

invests less, and thus offers less, in that factor


Price Meals Lounges HubConnectivity

BagsSeatingChoices

FriendlyService

FrequentDepartures

Factors of Competition

Southwest Airlines Strategic Profile

Southwest Airlines

Other Airlines

Car

For Advisor Use Only. Not for Public Distribution. The information provided is based on the condition that the advisor does not share or disseminate the information to the public or to any party not approved to have access to such information. The above information is property of Robert R. Albright, Ph. D., AIM Consulting Associates, LLC. Adapted from Charting Your Company’s Future: “Harvard Business Review” Vol 80, No. 6

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Regional Casinos’ Strategic Profiles

Factors of CompetitionIn

vest

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Slot Payout

Table Games

(#/variety)Whale

ProgramsDestination

DiningShows/

Pro. SportsDestination

StoresPromotions Access/Parking/

Transportation

Casino A

Casino B


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Major Factors of Competition for Financial Advisors


Financial Advisor Factors of Competition

• Independence

• Cost (fees, etc.)

• Breadth of Services

• Investment Philosophy

• Client Experience

• Client Education

• Advisor Education

• Business Process Effectiveness (e.g. systematic communications, web-based sales solutions, point of sale materials, account reporting, operations support)


Blue Ocean Ideas

• “New” Factor of Competition (that clients value) can lead to accelerated success…or even new businesses

Self-Storage > Reduce customer’s need for transportation > PODS

Mail > Invest in reliable (precise time) delivery > Fed Ex

Music > 10,000 songs in your pocket > iPod


How Many Factors of Competition Should Score High on Your Strategy Canvas?

What is your “X” Factor!”

For Advisor Use Only. Not for Public Distribution.

Examples

Business “X” Factor

Transportation Costs

Response to Market

Consistency


Invest & De-Invest: Key Questions

• How can you diminish your level of effort on factors notfundamental to your business?

• How can you elevate your level of investment in factors central to your business?

• What must be done to a “satisficing” level?


• RIA firm in Peoria, Illinois• 2 Advisors (one a CPA and

both hold CFP designations)• 1 Assistant• $94 million in AUM• Work with

• Successful families• Business owners • Doctors

• 120 Households• Biggest competitors:

local banks and regional firms

Case Study: ABC Wealth Management


Are you Delivering What Investors Expect?

For Advisor Use Only. Not for Public Distribution. Source: Spectrem August 2018 Defining Wealth Management © 2018 Envestnet, Inc. All rights reserved. For home office and advisor use only

Significant Gaps Between What Is in Financial Plans vs. What Investors Believe Should Be Included

For Advisor Use Only. Not for Public Distribution. Source: Spectrem Group, “Defining Financial Planning,” August 2019. Study of 1,647 of respondents with between $100K to $25M in net worth.

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133115 113 110

89 82 82

5232

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Ability toUnderstand

Client's Needs &Objectives

Above Avg. ClientService

Client Education Strength/Depth ofTeam

Breadth ofExpertise

Depth of Expertise InvestmentProcess

SpecializedService for Target

Niche

Range ofProducts/Services

Unique TechnicalExpertise

Products I haveAvailable

# of

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How Do You Differentiate from Other Advisors?

For Advisor Use Only. Not for Public Distribution. Source: Michael Kitces Live Survey of 350 Advisors, Envestnet Conference, May 2019

Key Differentiators for ABC Wealth Management

• Understand Client Needs & Objectives• Independence• Integrated Professional

Services• Client Experience• Investment Philosophy• Advisor Education• Costs

• Local Access• Client Ed.• Fiduciaries• Brand Name• Financial Planning• Focus on Taxes• Niche Expertise• Philanthropy


Your “As Is” Profile – ABC Wealth AdvisorsFactors of Competition

Client Experience

Financial Planning

Inv. Philosophy

Understand Client Needs & Objectives

Client Ed. Fiduciaries Focus on Taxes

Niche Expertise

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ABC Wealth

Regional BD

Regional Bank


Niche Expertise

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“To Be” Profile – ABC Wealth Advisors

XFactor

ABC Wealth (As Is)

ABC Wealth (To Be)

Factors of Competition

Client Experience

Financial Planning

Inv. Philosophy

Understand Client Needs & Objectives

Client Ed. Fiduciaries Focus on Taxes

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A Good Strategy Has 3 Complementary Qualities

1. FocusEvery great strategy has focus –your profile should clearly show it. Perhaps concentrate on just three factors… If everything is important then nothing is important!

2. DivergenceDoes your profile stand apart? If not, you may be acting reactively and trying to keep up with the competition

3. MemorableThe Profile lends itself to a good “tag line”


Other Outcomes of Focusing Your Strategy

• A Unique Positioning Statement• Productive introduction - (your Elevator Pitch)• Foundation for messaging and marketing materials


Next Steps

• Everyone on this call will receive a Strategy Canvas template• Your Regional Team is ready to help facilitate the process

For Advisor Use Only. Not for Public Distribution. Please note, before attempting to set up any type of program you should check with your firms Compliance Department or OSJ for usage limitations.

“Scrappy,” the Symmetry bull is a symbol of our firm’s belief in the long-termpower ofmarkets.

Symmetry Partners, LLC, is an investment advisory firm registered with the Securities and Exchange Commission. The firm only transacts business in states where it is properly registered or excluded or exemptedfrom registration requirements. No one should assume that future performance of any specific investment, investment strategy, product or non-investment related content made reference to directly or indirectly inthismaterial will be profitable. All data is fromsources believed to be reliable but cannot be guaranteed or warranted.

Questions?



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Documents

Strategy Canvas 2020 · •A Unique Positioning Statement •Productive introduction -(your Elevator Pitch) •Foundation for messaging and marketing materials For Advisor Use Only