EOS (Entrepreneurial Operating System)

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4 EOS (Entrepreneurial Operating System) Vision People Data Process Issues Traction

5 EOS (Entrepreneurial Operating System) Vision People Data Process Issues Traction

6 Vision

7 Defining your Vision What are your core values? What is your core focus? What is your 10-year target What is your marketing strategy What is your three-year picture

8 R&R VISION TRACTION ORGANIZER November 19, 2014 CORE VALUES: {Creative} CREATE HAPPY DESIGNS {Fun} MAKE TIME FOR FUN {Optimistic} FIND THE SILVER LINING {Relationships} BECOME PART OF THE FAMILY {Collaboration} SHARE YOUR WIT AND WISDOM {Integrity} BE, CREATE AND DO AWESOME PURPOSE/PASSION: Beautiful Designs & Smart Ideas OUR GUARANTEE: Design Love Guarantee. 3-YEAR PICTURE: Revenue Goal: $1M Measurable to get there: ~40% growth YOY 84k/monthly billing What we need to do: 2 new clients/mo 5 retainer clients 6-8 people in the office CVB sales person 10 CVBs (we re halfway there!) TARGET MARKET: CVBs Greek Organizations SMBs OUR UNIQUES: We build brands that reflect our client s company culture We foster collaborative partnerships with our clients We make the design process fun

9 1 Core Values

10 Core Values Timeless, guiding principles that define your culture 3-7, less is more Should be principles by which you hire, fire and review based on them

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12 Core Values Exercise List three people (preferably already in your organization) who, if you could clone them, would lead you to market domination List out all the characteristics those people embody Narrow down until you can get it down to a list between 3-7

13 2 Core Focus

14 Core Focus Your reason for being Can also be called your purpose, cause or passion Is more general than industry-specific

15 Brand Promise BEAUTIFUL DESIGN SMART IDEAS

16 Core Focus Exercise What is your reason for being? Stated in three to seven words Written in simple language Big and bold Aha effect Comes from the heart Involves everyone Not about money Bigger than a goal What is your niche?

17 3 Ten-year Target

18 Ten-year Target BHAG - Big Hairy Audacious Goal Should be specific and manageable Can be related to revenue, profit, service

19 Work with every Greek Organization in IFC/NPC Work with at least 2 CVBs in every SE/SW state $5M in annual revenue

20 Ten-year Target Exercise What is your BIG hairy audacious goal?

21 4 Marketing Strategy

22 Marketing Strategy Can t be everything to everyone The more your efforts are focused, the better the return Should be guided by 4 key elements: Target Market, 3 Uniques, Proven Process and Guarantee

23 Target Market Exercise Think about your ideal client Geography Demographic Psychographic

24 Katie Tourism Manager Age: 41 Katie is a tourism manager for Small Town, TX. As only one person without much support staff, she sometimes feels as if she's carrying the weight of her town on her shoulders, particularly when trying to make the most of her marketing dollars with limited time and resources. Partnering with the right design firm allows her to focus on how best to market to the right type of visitors for her destination. Sarah Greek Marketing Director Age: 31 Sarah is the marketing director at the national headquarters for Alpha Beta Zeta sorority. Her marketing goals rely on reaching two main audiences - young college women and older alumni. Capturing the attention of these two diverse groups is imperative to keeping her sorority healthy with stellar recruitment and a steady stream of donations, both of which Sarah aims to achieve with sound marketing strategies and smart designs.

25 Uniques Exercise What are your three differentiators What makes you different than your competitors? Why do your clients choose to work with you over someone else? Not sure? Ask them! Individual uniques don t have to identify you but the combination of the three should be specific to your company

26 R&R Uniques We create brands that reflect our client s unique culture We foster collaborative partnerships with our clients We make the design process fun

27 Proven Process Exercise What are your three differentiators List out the 3-7 major steps in your process Add 2-5 bullets under each Give it a name (R&R Way, Our Proven Process)

28 The R&R Way Branding The path to beautiful designs & smart ideas 1 Research & Immersion Clarifying Strategy Design Managing Assets 1.1 Brand & marketing audit 1.2 Interview key stakeholders 1.3 SWOT Analysis 2.1 Positioning 2.2 Creative Brief 2.3 Naming & Tagline 3.1 Creative Concepting 3.2 Color 3.3 Typography 3.4 Refinement 4.1 Standards Guide 4.2 Logo Library 4.3 Building Brand Champions 4.4 Launching the Brand

29 Guarantee Exercise What is your pledge, commitment or process? Your opportunity to pinpoint an industry wide problem and solve it. The best guarantees have a tangible penalty. They should drive business or help close sales.

30 Design Love Guaranteed

31 5 Three-year Picture

32 Three-year Picture In three years where should your company be to put you on the right trajectory?

33 R&R VISION TRACTION ORGANIZER November 19, 2014 CORE VALUES: {Creative} CREATE HAPPY DESIGNS {Fun} MAKE TIME FOR FUN {Optimistic} FIND THE SILVER LINING {Relationships} BECOME PART OF THE FAMILY {Collaboration} SHARE YOUR WIT AND WISDOM {Integrity} BE, CREATE AND DO AWESOME PURPOSE/PASSION: Beautiful Designs & Smart Ideas OUR GUARANTEE: Design Love Guarantee. 3-YEAR PICTURE: Revenue Goal: $1M Measurable to get there: ~40% growth YOY 84k/monthly billing What we need to do: 2 new clients/mo 5 retainer clients 6-8 people in the office CVB sales person 10 CVBs (we re halfway there!) TARGET MARKET: CVBs Greek Organizations SMBs OUR UNIQUES: We build brands that reflect our client s company culture We foster collaborative partnerships with our clients We make the design process fun

34 Three-year Picture Exercise Revenue Profit margin Measurables What does it look like? Employees, key hires, office, systems/ technologies, product mix, client mix

35 Phew, we re done! Download this presentation at rhymeandreasondesign.com/befree #RhymeAndReasonDesign FB: /rrdesign Dribbble: /RRdesign