Rich Jones, Principal Leading2Leadership LLC 720.256.4936 rich@leading2leadership.com @rich0747 - Twitter Keys to an Outstanding Strategic Plan
Strategy strat e gy - noun A careful plan or method for achieving a particular goal usually over a long period of time The skill of making or carrying out plans to achieve a goal
So, what is Strategic Planning? A process of: Defining strategy or direction Making decisions on allocating resources to pursue this strategy. Control of the mechanisms for guiding the implementation of the strategy.
Why Do a Strategic Plan? 4
Ingredients of a Strategic Plan
Mission Why We Exist Coca Cola To Refresh the World To Inspire moments of optimism and happiness To create value and make a difference Starbucks To inspire the human spirit - one person, one cup and one neighborhood at a time.
The fundamental beliefs that guide and inspire us; and help to shape our behavior and culture.
Core Values These statements become the deeply ingrained principle and fabric that guide employee behavior and company decisions and actions the behaviors the company and employees expect of themselves, says Eric Jacobson, a former executive who writes about management and leadership in Kansas City, MO. Without a statement, the company will lack soul.
Core Values - Examples Whole Foods With great courage, integrity and love we embrace our responsibility to co-create a world where each of us, our communities, and our planet can flourish. All the while, celebrating the sheer love and joy of food. LL Bean Sell good merchandise at a reasonable profit, treat your customers like human beings, and they will always come back for more.
Core Values - Examples Starbucks With our partners, our coffee and our customers at our core, we live these values: Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status quo and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselves accountable for results. We are performance driven, through the lens of humanity
Core Values - Examples Zappos - 10 Core Values: 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and a Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships with Communication 7. Build a Positive Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10. Be Humble
Vision What we want to be Starbucks To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. PepsiCo - "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today. Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. Amazon To be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online." Microsoft: "Empower people through great software anytime, anyplace, and on any device.
Mission/Values/Vision - Fails Volkswagen Volkswagen Group doesn t have an official mission statement. The closest statement that could be called VW Group s mission is expressed as company s goal: The Group s goal is to offer attractive, safe and environmentally sound vehicles which can compete in an increasingly tough market and set world standards in their respective class. General Motors - "GM s vision is to be the world leader in transportation products and related services. We will earn our customers enthusiasm through continuous improvement driven by the integrity, teamwork, and innovation of GM people. Peanut Corporation of America The company prides itself on the quality and freshness of its products and strives constantly to maintain an environment in compliance with federal, state and local regulations and guidelines to provide a clean, safe product
Strategy How we want to get there Strategy includes: Directing organization s attention on the need of winning Inspiring people by telling them that the targets are valuable Encouraging individual and team participation as well as contribution Utilizing intent to direct allocation of resources.
Balanced Scorecard Measurement Set Milestones Gather data Refine plan Align tactics Report to all stakeholders Learn from wins and misses
Implementation What we need to do List of projects Prioritize Milestones set Due dates set Funding needs Gaps identified Resource needs Gaps identified Roadmap from today to the Vision
Personal Plan What do I need to do What doesn t get translated to individual action and expectations doesn t get done!
Questions?
Building Your Strategic Marketing Plan
Review the Bank s Strategic Plan Customer growth Balance growth Improved shareholder return Customer engagement Branch profitability Channel usage
Do a Marketing Audit
Interview Marketing s Clients Finance Consumer Lending Mortgage Lending Business/Commercial Lending Card Services Branch Operations Compliance
Learn Their Goals/Plans
Conduct a SWOT with your Team Strengths/Weakness are internal Opportunity/Threats are external
Align your Plan With: Organizational Strategies Internal Stakeholders SWOT Discoveries
Create Your Tactical Plan Annual Calendar Quarterly projects Quarterly Strategic Goals Next Quarter Detail
Tactical Plan needs to include: Products focus Channel focus Specific measurable goals Offer
Publish or Perish
Review Check in with your internal clients Discover what has changed Measure your campaigns and promotions Tweak your offers/list/creati ve 40-40-20 Rule
20% Diagnosing Marketing Success 40% List Offer Creative 40% 2016 Spring For Campaign/Promo Conference Diagnosis
Questions?
LEADING2LEADERSHIP LLC Rich Jones, Founder/Principal 720-256-4936 rich@leading2leadership.com www.leading2leadership.com Strategy Marketing Business Development Business Intelligence Sales Leadership