BS Evolution (old)

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The Ultimate Marketing Strategy - Making Customers Come to You

par Andrew Shuttleworth

1 Year Blueprint

par Jerrick Foo

Colours M@tter plan

par Colours Matter

Marketing Mix

par Defne Gurel

BS Evolution (old)

Client evolution

Phase: growth

4I

Issues

Improvement

Goal: kaizen their operations

Implementation

Technical skills

Business specific

Nothing for us

Things they are best at

Generic

IT

Service

Systems

Bookkeeping / accounting / metrics / vCFO

Sales & marketing

Web design

Digital

Innovation / Strategy

Monitor direction

Decide direction

Phase: decide on which path they will use

Growth / reposition / refocus

Maybe growth then comfort

Phase: educate them on our core

Sustainable at every stage

Nautilus

Belts

Goal: introduce our philosophy

Therefore presence as elective side dish

Academic wank

No money

Little wii-fm evident

Boring

Phase: boost profit by cost reduction

Strategy elective

Price

Common to every client strategic direction

Good payoff

Goal: need candy to convince them we have good path

Phase: get them started with immediate solutions to current needs

Characteristics

Easier to market because they are scratching an itch

Our entry-point products

Products they know and are searching for

Reliable outsourced services

Not ones they will do themselves
Not our target client

VCFO

Bookkeepers

Troubled business

Goal: get ito mind and demonstrate value of our solutions

Our Nautilus is Belts

Yellow Belt

SalesBoard

ScoreBoard

PDCA

Execution

Flow

Waste

Dodecahedron

People alignment with direction

Strategic direction

Mantra: establish strategic direction and start

Exit

Specialized growth with own set of necessary conditions

Growth

Sustainable growth

Comfort

Improving weakest areas / remediation / kaizen

Heavy on monitoring

Product range

Evolve as some multiple of demand, complexity for us to implement and value to us

Monitoring & planning

Mission Control

scoreBoard

TrendBoard

Leads for advisory

Outsourced services

Look for;
* cottage industries. No large single trusted supplier
* heavily in demand
** lots need it
** most outsource

IT systems

Marketing

CRM

Digital marketing

Websites

Design

Standard package

Outsource - referral

Monitoring with semrush

Hosting

SEM

Actual marketing

Subtopic

Adwords

Social

TrendBoard like diagnostic runs quarterly

Bookkeeping

Revenue / 100

Leads for TrenBoard

Accounting services - referral

which

Profitable to us

On sell other products

Subscription

Willing to outsource

Can’t do themselves (digital marketing)

Traditional (bookkeeping)

Heavily in demand because many need

advisory

Rollout

Mantra: diagnosis, stabilize, optimize

O100

Waste reduction and low hanging fruit cost reduction

T30

Auto pilot

TrendBoard issues

Concepts

ChangeBoard gets excited

Shows problems

LMS opportunities

Pricing

Inventory

Cash conversion cycle

Doing the the best can with what we have now

Classification

Blog

Way of testing demand for advisory topics

Could also do with counting searches

Toolkit

Leader’s Briefing

Way of testing demand for SM

Shorter than SM

Skill Module

Developed according to demand / need

Cover single dodeca topic

One month sprint to comprehensively cover one topic

Might be belt version

Campaigns

T30, O100, Exit1000, G365

Multi month, multi skills program addressing one goal

Covers the Dodeca

Backstop evolution

MPV

Philosophy

Marketing skills

Initial client Phases

What evolves

Our own business process

Our product range based on client needs

Client’s management ability

Goals

See also Ecosystem mindmap

use as exemplar for clients

roll out BBS activity according to our Nautulis path