PowerPoint Presentation
New Year Business Planning:How to Set Goals & Dominate
2016October 22nd, 2015
Surefire SocialSurefire Social began as an idea. Around 2007,
the Internet changed in several significant ways (think Web 2.0)
and for the first time, local businesses could compete with large
companies for visibility. Content and proximity signals became the
two important currencies for visibility. Everything you do in
digital today needs to be social, and hence the name, Surefire
Social.
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investor presentation
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Quick Facts About Surefire SocialFounded in 2009150 Experts
Digital Marketers on staffOver 2000 locations managedExperienced
leadershipProvide guidance along with productsHigh customer
satisfactionServices and technology for successful local
business
Among Top 35% of fastest growing companies
investor presentation
Mark Richardson
Columnist & Contributor at Professional RemodelerAuthor of
How Fit is Your Business and Fit to GrowNational educator &
speakerTim Musch
Director of Business Development at MarketSharp15 years
experience working in remodeling industry25 years experience
developing & refining CRM systems for remodelersMeet todays
speakers
If you fail to plan...plan to fail
Mark G. [email protected] 301.275.0208
Up or Down The Environment
Home AppreciationUp or Down
Interest Rates
Up or DownUp or Down
EmploymentHomes Under WaterUp or Down
Stock MarketUp or Down
Consumer Confidence?????Is it time to grow or hunker down?
By End of Year, Home Improvement Market Size Expected to
Approach Previous Market PeakNational home improvement market size
estimates (billions $)Source: JCHS tabulations and reweighting of
the 2007-2013 AHS. Non-AHS years estimated using Census Bureau C-30
data and JCHS LIRA estimates.
Larger Contractors Reported Stronger Growth Last Year, with
K&B and Design/Build Firms Leading the WayMedian annual rate of
change in remodeling revenue, 2013 Note: Analysis uses firms
reporting revenue in 2012 and 2013 that were ranked in the top 400
in at least one year.Source: JCHS tabulations of Qualified
Remodeler magazines Top 500 Remodelers.
Remodeling Industry Make Up
Business SizeWindowsSidingRoofingKitchenBath Basements
DeckGuttersGlassGarage DoorsSkylightsSmall ProductsSmall Jobs HM
Medium Jobs TraditionalLarger Jobs D/BInsurance Restoration$250K to
$750K XXX$750K to $2.5 milXXXXXX$2.5 mil to $15 milXXXXX$15 mil and
AboveXA CoupleOneA FewA CoupleFranchising
ExamplesAndersenOtherDream MakerOwens CorningArchideckManyMr.
HMHouse Dr.OthersPaul DavisOthers
SpecialtyFull ServiceOther
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Construction Categories are not created equal.
Design/Build
Handyman
Bath
Kitchen
Level Economy
New Construction
Key D/B Business ConsiderationsClient demographicsSpecialty vs.
Full ServicePractice vs. Business (owner)Showroom vs. In Home
SalesSize/type of remodeling projectsLead generation methods
(marketing vs. referrals)Size of business (sales/design team)
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2008-20122015 and beyondvs. Industry Insights Get the phone to
ring Cut ExpensesAverage sale $ downLand the planes
Build team
Average sale $ up
Brand Confusion
Energy/AIP a fadPower of Brand5% growth respectableManage
Energy/AIP viable bus.
20%+ growth realistic
Leadership
Owners Motivations
LegacyA Job!EvangelistThe Business EntrepreneurInvestorEgo
Take it to the next level!
What does Next Level mean?Top Line Growth?Market share?Portfolio
Blend?The Team?Profitability?Client Experience?Predictable or
sustainable results?Strategic Alliances?Define The Next Level of
Success!
The Right Pace of Growth
Why do Businesses Fail?FocusCommitmentCapital
Three Key Ingredients For Success1. The Right Mind Set2.
Business Fitness3. Change
The Right Mind Set If You Think You Can or Think You Cant, Youre
Right
Henry Ford
The RIGHT Business MindsetPositive AttitudeSynergistic
ThinkingWork EthicPace
BUSINESS FITNESS
What doesmean?FIT
YOUR BUSINESS FITNESS QUOTIENTNumbersSCORE
Processes
Team
Product
Profitability
Stress
Reputation
Positioning
Relationships
Leadership
TOTAL :
CHANGEor become irrelevant
just do itwilling to take riskClients found youHigh touch
marketingjust discuss it
Follow the fantasyFocus on the whatwant to reduce risk
You find the client
High tech marketing
Control the fantasy
Focus on the how
8 YEARS AGOTODAYvs.YOUR CLIENT...YOUR MARKETING...YOUR SALES
STRATEGIES
The Secrets to SuccessPEOPLEPEOPLEPEOPLE
MASTER THE LABOR!
Master the LaborFIVE pillars to Position for the Future
1. Culture 2. Recruit3. Train4. Retain5. Alliances
Culture Eats Strategy for Lunch
The TalentAll A PlayersBecome a magnetDeputize
Is your team positioned for the future?Retaining, developing and
leveraging your team to build a team of A players that can take you
where you want to go, improve your team, augment your teamUpgrade
your team. In the past it was OK to have A, B and C players. In the
competitive environment today you need A players just like you need
a roster of all pro players to make it to the superbowl.Develop
leaders - The future cannot be totally on the owners back, you need
leaders within your business. Who are the future all pro players.
Get your team working together. You business needs to become team
sport not an individual sport. Just like singles tennis is
different from doubles tennis., you need to do different things.
Get operations people supporting selling. Sales needs to help with
improving processes and cycle time if possible.
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RetainDream again!Growth creates opportunities for allCash
Matters
Is your client base positioned for the futureAre you focused on
better understanding their changing needs and behavior, putting
processes in place to retain and develop existing clientsThree
things to doGet to know your clients better. Drill into getting to
know our clients not just from an emotional and demographic point
of view. How have their needs and priorities changed. You cannot
live in the past assumptions about you clients. They have
changed.Focus more on client retention processes. Dont assume just
because someone did business with you in the past, they will do it
again in the future. In the environment Balance high tech (e.g.
social media, e-commerce) and high touch. Dont let your clients
become strangers.Grow through your business client base share of
wallet and referrals. Help them buy, make it easy to refer you.
This requires different skills. A process focused on the second
project would be a very high return investment.Examples
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Training is an Investment not an ExpenseMeetings are your
job!Everyone needs a coachInvest time to improve
First, is your business positioned for the future when it comes
to technology?Here I encourage you to focus on three things:Think
of technology as an investment, not an expense. This means not just
the money you invest, but also your time and the skills required to
integrate and enable technology within your team (team members to
act as technology leaders and provide technical acumen)Make
technology about the client more than to achieve internal benefits
(like accounting and operational improvements) focusing your
technology investment on systems to help you communicate more
effectively with clients, help clients visualize what they are
buying, reducing stress, simplify and shorten the buying
process.Take the internet to the next level. Having a web site is
like having a pair of shoes. Taking it to the next level
involves:Driving more traffic to your webIntegrate your web site
more directly into the sales processTaking advantage of social
media to communicate better, as well as control your image.Provide
more transparency to customers.
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Strategic Partnerships
Allies Not Competitors
Grow Together
Vendor???
Are you developing strategic Partnerships to position for the
future?Developing and deepening more strategic Partnerships by
finding win-win ways to improve your business by working with
supply chain, distribution, strategic partners and even the
competitionLike technology you should be thinking differently
strategic Partnerships. Three smart things to consider:Wipe the
word vendor out of your vocabulary. Replace it with strategic
Partnerships. This is a perceptual change someone who helps you
grow, win-win solutionsCompetition differently. Think of them as
allies not just competitors. If you have low market share, working
AssociationsGet help improving your business. In the past we looked
to our suppliers (vendors) for help - Certification programs are
more than just about your products and services but improving your
business. Things like service quality, financing, process
improvement
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Great Companies Begin with Great Leaders
Are you Aligned?
Remodeling Fitness Planning Process
PreparationDeconstructionReconstructionImplementing
ChangeMonitoring Progress
Thank You
Mark G. [email protected] 301.275.0208
Tim [email protected]
2016Marketing Planning
investor presentation
Its a Great Time of the Year to
Reflect
Its a Great Time of the Year to
Re-Group!
Its a Great Time of the Year to
Re-Direct!
Grow Your Business This Year By 61%While...Only Getting 10%
Better At What You Do!
Todays Free Resources:
2016????
Reality Thinking
If You Do What Youve Always Done
Youll Get What Youve Always Got!Less Than
Remind You of Anything?
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Tweaking Your Offering (USP)Your Company GoalsYour Marketing
Program (based on goals)Your Ongoing MeasurementLeveraging
Technology Solutions To Manage and Monitor Your Plan5 Steps To
Your2016 Marketing Plan...
A Short Courseon Marketing!
Have Something GOOD To Say Say It WELL Say It OFTEN3 Step
Marketing Plan for Success...
Jim RohnBusiness Philosopher
Step 1...Something VERY Important!
Do You
Whats Your USP?Do You Really Have One????
Great Brainstorming Tool!www.marketsharp.com/resources
Important Resource... www.marketsharp.com/resources
Your Goals...
Your Marketing Program...
Where Should We Be SpendingOur Marketing Dollars?
InsertsNewspaper AdsYellow PagesHome
Shows/EventsShowroomsReferralsPast CustomersJob SignsRadioTVDirect
MailWebsite SEO & PPCE-MailCanvassingLead NurturingSocial
Media
Changing Times - Lead Generation for Remodelers in 200856
Your Ongoing Measurement
A Lesson In KnowingYour Numbers...UPS trucks drove 2.5 billion
miles last year, but the company says its research found by doing
ONE THING saved driving 28,541,472 million miles, and three million
gallons of fuel. Any Idea What It Is?
KPIs(Key Performance Indicators)
The Lead(generating inquiries)The Call(inbound/outbound)Lead
WarmingActivities(pre-approach activities)Presentation
SkillsSystematicLead Follow-up(asset recovery)Repeat/Referral
Strategies(customer replication)Leverage Your Business FLEX
Points!
Grow Your Business This Year By 61%While...Only Getting 10%
Better At What You Do!
Great Brainstorming & Motivation Tool!The Compounding Effect
of Microgains!
Great Brainstorm Tool...
At a certain level, what wedo at Disney is very simple.We set
our goals, aim forperfection, inevitably fall short, try to learn
from our mistakes, and hope that our successes will continue to
outnumber our failures.Michael EisnerCEO, The Walt Disney
Company1984-2005
How To Put ItAll Together?
According to Michael Gerber (best selling author of The
E-Myth)
In order for any business to succeed, it must first become a
system,so that the business functionsexactly the same way everytime
down to the verylast detail.
www.marketsharp.com
What To Do Next...
Reflect, Regroup, Redirectand...Re-Solution!
Work on solidifying your companys USP and re-purposing your
businessSchedule a staff meeting and utilize the tools/forms
discussed in this session to declare your goals, lay out your
marketing program, assign responsibilities and commit to measuring
resultsAcquire the technology tools (industry specific CRM)
necessary to properly manage your businessCommit to improving your
web strategies (get some help)Listen to your customers intently
(consider 3rd party tools)Cherish and manage your online
reputation2016 Re-Solutions!
Brainstorm Meeting
www.marketsharp.com/resources
Tim MuschDirector of Business DevelopmentMarketSharp
Softwarewww.marketsharp.com
2016
Thank you Mark & Tim!
Feedback & thoughts send to [email protected]
investor presentation
Customers use different digital channels before buying.
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/home-and-garden/medium/generic-paid-searchAre
you part of the conversation to the left of the Direct? Have you
influenced them? You can win the click but not the sale. To get
both you need a full digital footprint. Customer Journey
Proprietary + Confidential 10-11-2015
investor presentationChannels to the left tend to play an early
and assisting role in the typical sale. Channels to the right are
more likely to be the last interaction before a purchase.74
Next Webinar December 7th at 4 p.m.
Local Directory Listingswww.sfsoc.us/LocalListingsWebinar
[email protected]
Get a free, professional analysis of your web presence, and
personal action-plan to improve your local visibility in 2016 to
generate more leads.
investor presentationGet a free, professional analysis of your
web presence, and personal action-plan to improve your local
visibility in 2016 to generate more leads.76
investor presentation
