Custom Built Strategies Sales Marketing and Business Development

Custom Built Strategies Sales, Marketing and Business Development Support for Unique Small Businesses WE HAVE YOUR BACK

“My Work is true and I want it to last” 1. Anonymous (1)

CBS Mission To empower unique small businesses for sustained revenue growth by developing high-quality tailor-made sales and marketing strategies and expanding in-house expertise, skills and knowledge.

Business Goals Date Goal 15. 04. 2014 Announce to the world 31. 12. 2014 1 Client or $5000 in sales 31. 12. 2015 3 Clients or $20000 in sales

SWOT Summary STRENGTHS • 20 + years of sales & marketing management success in a top tier company of a high performance industry, managing business units that have many similarities with small businesses • 10 years of management experience in marketing and marketing related positions • 10 years of management experience in leading and coaching sales teams • 2 years as a sales trainer • 3 years in sales • Extensive experience in working independently and remotely • Sufficient financial security resulting in ability to WEAKNESSES • Limited credentials – never actually owned a small business • Unfamiliar with some of the administrative challenges of a small business (registration, proposals) • Potential customers don‘t know I exist • Impatient • focus on small number of clients instead of rushing from customer to customer and delivering cookie cutter solutions • develop long-term partnerships • focus on quality intead of quantity OPPORTUNITIES • Large number of small businesses – large customer pool • Some access to colleges to build reputation THREATS • Potential customers often don‘t understand the value of a sales/marketing plan (D. I. Y. s) • Many other consulting companies might be perceived as offering the same services

SWOT Summary (2) STRENGTHS • 20 + years of sales & marketing management success in a top tier company of a high performance industry, managing business units that have many similarities with small businesses • 10 years management experience in marketing & marketing related positions • 10 years management experience in leading & coaching sales teams • 2 years as a sales trainer • 3 years in sales • 2 years business development experience in small business • Extensive experience in working independently and remotely • Sufficient financial security resulting in ability to WEAKNESSES • Limited credentials – never actually owned a small business • Unfamiliar with some of the administrative challenges of a small business (registration, proposals) • Potential customers don‘t know I exist • Impatient • focus on small number of clients instead of rushing from customer to customer and delivering cookie cutter solutions • develop long-term partnerships • focus on quality intead of quantity OPPORTUNITIES • Large number of small businesses – large customer pool • Some access to colleges to build reputation THREATS • Potential customers often don‘t understand the value of a sales/marketing plan (D. I. Y. s) • Many other consulting companies might be perceived as offering the same services

Target Markets • Small “unique” businesses with up to $10 M in sales • • • Start-ups 1 -3 years post launch Established SUB’s that need a refresh Ideally in Eastern Ontario Examples: • • Eyecandy signs Wikes

Positioning CBS aims to increase revenue and deliver sustained revenue growth by constructing tailor-made sales & marketing strategies for small businesses (<$10 M revenue). In addition – and unlike others – CBS also aims at expanding and deeping our clients‘ sales and marketing expertise, leading them to self-sufficiency. CBS brings to the table over 20 years of success in leading and coaching sales and marketing teams with many similarities to small businesses for a company named “the most admired corporation in America “ for seven years in a row by FORTUNE Magazine .

Value Proposition CBS specialices in building result oriented tailor-made sales & marketing strategies for unique small unique businesses and start-ups (<$ 10 MM in sales), by using a highly effective combination of consulting, coaching and collaboration to construct plans or actions which: - increase revenue - create self-sufficiency by deepen and expand existing, ‘resident‘ sales and marketing expertise - lay the foundation for sustained long term growth - can be delivered remotely (telecommuting) This, in turn, will deliver: • financial security for the business, • peace of mind and reduced stress • continued confidence in company leadership

Value Proposition Proverb Anchors • “Tell me and I forget, teach me and I may remember, involve me and I learn. ” (Benjamin Franklin) • “Give a person a fish and you feed them for a day; teach a person to fish and you feed them for a lifetime. ” (Anne Isabella Thackeray Ritchie)

Elevator Pitch (142 words at 100 -150 words per minute) “I specialize in helping unique small companies make more money and making myself obsolete. Small businesses might not reach their revenue potential because they find it difficult to find the time/resources to create a fully developed sales and marketing strategy. So I work with them to build high quality, tailor-made plans that aim at increasing revenue and sustained growth. I do that by using a new and different approach, integrating consulting with coaching because this leads to a superior end-product and serves to expand deepen the sales and marketing expertise within in the company. This makes you self-sufficient; i. e. you won’t need external support any longer – I become obsolete. Perhaps we could meet and discuss what value I can offer to increase your revenue and enable you to become so good at sales and marketing that you need no external support.

CBS Metaphors • Your personal guide to finding the answers you need • Your personal specialty “team” • Your personal special ops strategy “team” • Your own dedicated sales and marketing “task force” , tailored to your budget & needs, • Your ace up your sleeve • A sales and marketing task force dedicated solely to your success • ENABLER Metaphor/Image: • a way to anchor your brand to something people already understand:

Taglines • Empowering small businesses to succeed/flourish and prosper • Tailor-made strategies to help your business grow • Custom built sales and marketing strategies for small businesses • Dedicated to the success of small businesses • Precision sales and marketing strategies for small businesses • Empowering small businesses to succeed/flourish and prosper • Mapping your pathway to success

Issues + Actions Issue • Limited credentials • Potential customers don‘t know I exist • Many other consulting companies might be perceived as offering the same services Actions • Build up credentials by: • Endorsment from existing network • Developing my own business development tool • Writing 3 sales and marketing plans in exchange for recommendation • Lectures at colleges • Build presence and visibility via: • Facebook • Create page • Befriend others • Word of mouth • Send email with 1 pager • Write a “life“ blog on my trials and tribulations • Webpage • Utilize s-commerce sites such as blur and xyz (world wide access, vetted customers, different playing field) • Develop SKYPE and FACE-TIME expertise • Emphasise the integrated consulting AND coaching approach

NSM Selling Discussion Problem & Need Problem • Many small businesses have sub-optimal revenues or non-sustained revenues because they: • have not developed a thorough, focussed sales and marketing strategy which is a consequence of : • not having time, expertise to build such a strategy • not understanding the value of such a strategy (and therefore not dedicating time and resources to do so) • don’t implement / update an existing plan • Sub-optimal revenues can • • Need affect the financial security of the business, force unwanted rushed and untested decisions, create a highly stressful working environment, undermine confidence in leadership and future of the business • Creation of a tailor-made, results oriented strategic Sales & Marketing Plan • Implementation and control of the plan • Expansion and deepening of in-house sales and marketing expertise to establish selfsufficiency

NSM Selling Discussion: Solution The solution is CBS because we have the expertise of over 20 years of success in leading and coaching sales and marketing teams in a company named “the most admired corporation in America “ for seven years in a row by FORTUNE Magazine. • Sales experience: • Over 3000 selling discussions with demanding customers • Sales training experience, including the development of extensive training manuals • 10 years Sales Management Experience • Teaching, coaching, mentoring teams on the principles of selling • Directing the development of regional, national sales strategies • Leading teams to successful sales results year after year • Design and implementation of regional and national Go-to-Market sales strategies • 10 years in Brqnd Management and related positions • Directed the marketing of <$50 MM brand • Design and implementation of national pre-launch and post launch strategies • Been through some of your pressures myself because my income depended on my success: • The need to grow revenue year after year, find new markets, expand existing ones • Anticipating opportunities and threats • The challenge of keeping focussed on those things that drive revenue • The need to keep customers happy 24/7 • The need to synergize your team, optimize collaboration and effort, make my team, that was already very good even better • Managing constant change or constantly managing change Are you willing to try ? We can scale our effort to your needs.

Why Me: Been There, Done That • Most of my 20+ years experience in sales and marketing was spent leading corporate business units – which have many similarities to running a small business. In fact that was the ‘premise’ / model that is commonly used to define the responsibilities of a business unit manager. Like a small independent business I had high revenue goals, demanding customers, brutal competition, diverse staff, a fixed budget, and complex products or services to sell. Like in a small business my compensation depended to a significant degree on delivering or exceeding sales targets. • How did I make this work? By writing the best roadmap to success I could and by implementing the roadmap as well as possible and by making my staff the best they could be. I did not learn this from textbooks or taking courses. I learned this by rolling up my sleeves and getting my hands dirty, and by learning from highly knowledgeable and exacting experts and colleagues. • Then I taught others how to do it, and coached them from being good to being very good and from there to being the best they could be. • I have been there, done that, got the t-shirt, worn a hole in it and use it as a duster

Why Me: The RIGHT Plan Sales and Marketing vs Financially Focussed Plan • Furthermore, you don’t just need any business plan. • To grow and develop your business you need the RIGHT plan, which is quite possibly NOT the one written for the banks or shareholders. These plans are built for the banks, with great focus on the financial aspects of the business. , like your cash-flow analysis, profit and loss tables, gross margins and profits. • These elements are important. They describe the ‘financial feasibility’ of your business. But often they do not outline the road to success, because they do not focus on generating revenue. Yet, your revenue is mostly dependent on sales and marketing. In many, many business plans the sales and marketing aspect is under-nourished, under-represented, disadvantaged, and therefore underpowered for success or for maximizing your success.

How I Work 1 • My approach to helping your business grow is built around partnership, collaboration and teamwork and long-term perspective. Instead of just working FOR you I’m just as much interested in working WITH you. I don’t have to make short-term quota, sales goals or margin for the next quarter or next month. I need not deliver a set number of new clients to my head-office or managing partners. I won’t recommend a project solution and then send it the pawns to carry it out. Also, my preference is to not to just fix a problem and then move on to the next, new, juice client / opportunity. • Instead I take a personal interest in the success and of my client and aim for long-term sustained growth. Longer-term collaboration delivers a number of important benefits: • ensures consistency and sustained success. • finding the best and most efficient solutions, rather than the quickest one • cost-effectiveness as the work of the consultant can be easily scaled up or down to the customer as needed • Determine which approach works best for getting best results

How I Work 1 cont’d Perhaps the most important aspect of taking a longer-term perspective is that it facilitates the expansion of your team’s existing expertise and establishes self-sufficiency. It allows collaboration on the full spectrum between complete carry-out and mentoring, depending on the status and growth of knowledge. As the client’s knowledge and skill grows my involvement recedes from carry-out to coaching to mentoring and from there to monitoring. Remnant • Once At the same time The coach guides the client in putting strategic plans in place which will solve the problems (or capitalize on new opportunities). The coach facilitates creative and strategic brainstorming. The coach then helps to facilitate the creation of tactical “action steps” that the client or client company will take to implement the strategy. Once the action steps are committed to, a good coach provides a structured environment where the client is accountable to him or herself for executing the plans • sets up a sales and marketing framework

How I Work 3: The Safe Place I can provide a “safe place” to guide and support a client in reaching their objectives. The term “safe place” refers to a positive, supportive environment free from judgment or hidden agendas; a place where all that is discussed is held in complete confidence. • Of course you have already a team of smart people around you. Your family, your friends, your accountant, lawyer, bank-manager, or some customers. All of them can provide advice, and should. Due to the nature of those relationships, views are affected by the role these people play in your business environment. Accountants see the business world differently than your customers, your bank, your suppliers, or your family. That is simply human nature. People constantly project their own agendas, ideas, opinions, thoughts, and even fears onto other people.

Why Me? Over 3000 selling discussions with demanding customers Developed extensive training programs 20 years of marketing and sales management experience in a company that was voted most admired corporation seven times by Fortune Magazine Marketing Manager for large complex brand (>$50 MM in sales) in a high performance industry Business Development Manager in Small Business Enterprise Over 20 years of: Successfully coaching and managing Marketing or Sales Teams Creating business plans and directing their development differences from larger companies – focus, same person all the time, ONE go to point, interested in value, NOT volume. . . see also that business plan on the CD

What I Bring To Your Table Expertise and experience Focus (marketing and sales) Seeing your blind spots Passion about helping others to succeed Integrity Partnership rather than detachment You’re talking to the boss. . . not like the partners of a big company who show up for the sales pitch and then junior members implement I have worked with consulting companies. . . i. e. They worked for me. . . so I know what u can get and what u can’t get. Holding my clients accountable to their commitments. Tailored approach coaching to the client’s needs What I do. . . help startups and fast-growing companies tell better stories (aka marketing. ) I provide strategic and tactical services focused on core messaging and brand positioning, marketing strategies and tactical execution, and content creation. My strength is the ability to assess, analyze and explore your business and goals to create goal-driven marketing strategies and tactical implementation plans What I do differently. . . focus on a few customers. . . individualized, custom-made, tailored, bespoke approach

Why You? You are small, you have values that I respect and like even admire Sometimes you walk into a place and see a sculpture, car, purse, tie, tool, painting. . . and it just feels right. . . You want to win, and you are prepared to take a longer term view, long-term success vs short term rewards Success to me is generally a marathon not just a 100 m dash I like that you are proud of your craft, product offering and passionate about it

Services in My Words • Business plan review/gap analysis with focus on sales and marketing • Skill and knowledge leasing (retainer consulting) - $500/month for 5 hours of my time • Sales and marketing strategy development • From scratch • Merging existing elements and make them fit, consistent • Sales and marketing strategy clean-up, refinement, fine-tuning of existing plan • The 90 day cycle program • Project specific work

Services in Words For The Public CBS tailors their services to your needs. Examples of what we offer: • Sales & Marketing Plan Development • from mission statement to analysis of strengths, weaknesses, opportunities and threats to the construction of action plans and their integration into day-to-day operations • Business Plan Review/Gap Analysis (with focus on sales and marketing). • Ideal for identifying areas in your plan that can be further improved or added to drive revenue and defining steps how to fine-tune your plan. • One-On-One Sales & Marketing Coaching • For entrepreneurs and business owners who want to expand their sales and marketing skills and become self-sufficient in this area over time • Retainer packages for businesses that prefer ongoing sales & marketing advise and support. These packages work well for : Assist with goal planning Longer-term business-development activities Brainstorming and problem-solving sessions Meeting facilitation Short-term special projects

My business card Chia Sun’s business card reads: “Hi, I’m Chia Sun. I’m the woman on top at Damiva. Technically, I’m the CEO but I consider myself a health and satisfaction strategist, a champion of women’s needs, and a taboo abolisher Hi, I’m Bert. Technically, I’m a small business sales and marketing consultant and coach, but I consider myself a stress reduction and difference making strategist and champion of small businesses/small business success Hi, I’m Bert. Technically I’m a small business sales and marketing consultant and coach, but I consider myself a champion of small businesses and strategic stress reducer, a peace of mind generator, difference maker and freedom fighter for and xyz strategist

Target Markets

Where To Find Customers • • • Ebay Shopify Artsy websites With accountants USE shopify + craigslist like a store selling “tools” • Strategic alliances - mcspadyen etc • Minute by minute online consulting • Always have a signature–and always flaunt it. • Artisan businesses • Private clinics • • • With accountants Linked-in contacts Small Business Enterprise Centre locations Canada Business Network Etsy Canadian Federation of Independent Business (CFIB) Industry associations, business associations Chambers of commerce Trade show websites, one of a kind Association of Independent Consultants (AIC) The AIC connects you with educational networking meetings and workshops, opportunities and assignments with other companies Contact AIC: 416 -410 -8163 Association of Independent Consultants Canadian Federation of Independent Business (CFIB) 100, 000 owners of small and medium-sized businesses, . Advocacy is based on the strong feedback from members, has a high profile, business and among the general public. Contact CFIB: 1 888 -234 -2232 Canadian Federation of Independent Business

Definition of a Start-Up A startup is an idea searching for a business model. ” The entrepreneur and the startup team are investigators who, through their roles in the startup, seek answers to gain a level of certainty that did not exist at the outset. Through a process of experimenting, learning and iterating, the entrepreneur can (and should) test the key assumptions underpinning the business (Steven Blank – serial entrepreneur and Stanford Professor of Business

Good questions target market Know your target market With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company. As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer relationship, someone who: • Benefits from your product • Relates to your brand identity • Is available in the geographic market you identified • Aligns with your competitive advantage (versus the competition) You should be able to identify 1 -3 groups of customers who would be best served by your company; this represents your target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about your customer, one single person: • What needs/wants does your offering fulfill? • How do they find out about this type of product/service? • Where do they make their purchases? • Who influences their purchases? • How do they research?

What Kind of Coach I am How I will work Here are some good questions: • What 3 words best describe me? • Why do I want to be a Business Coach? • How would I describe my approach? • What theory and models inform my work? • What is my philosophy? • What is the difference between Business Coaching and Personal Coaching? • What is my particular area of expertise? • What am I passionate about? • Who would be my favourite client and why?

Short-Term Mile-Stones Apr-15 May-01 Jun-01 Jul-01 Aug-01 10 Finish BP 5 Check names, smartsell, custombuilt strategies 20 Website development self learning 30 facebook page dormant 44 Develop email list - collaborators 45 List of potential collaborators who will list my site 46 Get recos in linked-in profile marketing and sales 50 Website Developer find 51 Incorporate 56 Get insurance 60 Website design and test 65 Develop email list for all launch note recipients 70 linked-in profile draft 91 Cell phone dataplan has to work 98 Business Cards 99 Develop 1 pager 100 go live with linked-in, facebook, website and letters

“Low Hanging Fruit” • • • Step 1: Identify ‘easy to work with’ customers: • Established relationship • Basic understanding of needs • Access to decision makers • High potential for success Step 2: Develop and present proposal based on Planning Matrix Step 3: Gain feedback, adjust proposal, gain agreement for implementation or partial implementation • Step 4: Ask for referral to another LTC, • Step 5: Develop or identify resources for delivering this message

Importance of Marketing Philip Kotler, Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.

Good questions target market Know your target market With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company. As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer relationship, someone who: • Benefits from your product • Relates to your brand identity • Is available in the geographic market you identified • Aligns with your competitive advantage (versus the competition) You should be able to identify 1 -3 groups of customers who would be best served by your company; this represents your target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about your customer, one single person: • What needs/wants does your offering fulfill? • How do they find out about this type of product/service? • Where do they make their purchases? • Who influences their purchases? • How do they research?

FAQs Q: Why do I need a consultant, my in-house staff, manager can do this as part of their regular business function. A: Your in-house staff is probably very capable and highly dedicated. In small companies they often carry many responsibilities and they generally don’t have time for additional responsibilities in sales and marketing, or become so overloaded that they are simply unable to do anything well. Q: What about large firms, such as Mc. Kinsey, Bain, Arthur Anderson, Boston Consulting – they have a great reputation. A: The larger consulting houses have an enviable reputation. They are however, generalists, who take their name-brand management consulting into specialty areas. They also have a multi-layer management structure. Senior staff or partners sell new contracts – but it is often much less experienced associates delivering the work. They also have a significant overhead structure and fulfillment structure which can be reflected in their fees. Custom Built Strategies specializes in small businesses – the consultant who you contract with is the consultant who delivers the goods. Willingness to learn the business… Q: Aren’t consultants very expensive? A: Your

SWOT Summary STRENGTHS • 20 years of management experience in successfully leading and coaching sales and marketing teams • Financial security • Willingness to work “pro-bono“ selectively • Extensive experience in working remotely OPPORTUNITIES • Large number of small businesses – large customer pool • Some access to colleges to build reputation WEAKNESSES • Limited credentials • Unfamiliar with some of the administrative challenges of a small business (registration, proposals) • Potential customers don‘t know I exist • Impatient THREATS • Potential customers often don‘t understand the value of a sales/marketing plan • Many other consulting companies might be perceived as offering the same services

NSM Selling Discussion Solution The solution is NSM because: -We make tailored plans at a reasonable cost -Been through the pressures myself -Have the experience to do so -Consult AND coach …and have done both in the past -Are willing and able to scale our effort to your needs -Have written plans… -…look at the why me thing…have created clears paths for future success Over 3000 selling discussions with demanding customers Developed extensive training programs 20 years of marketing and sales management experience in a company that was voted most admired corporation seven times by Fortune Magazine Marketing Manager for large complex brand (>$50 MM in sales) in a high performance industry Business Development Manager in Small Business Enterprise Over 20 years of: Successfully coaching and managing Marketing or Sales Teams Creating business plans and directing their development close

NSM Selling Discussion: Solution The solution is NSM because we have the expertise of over 20 years of success in leading and coaching sales and marketing teams in a company named “the most admired corporation in America “ for seven years in a row by FORTUNE Magazine. • Sales experience: • Over 3000 selling discussions with demanding customers • Sales training experience – development of extensive training manuals • 10 years Sales Management Experience • Teaching, coaching, mentoring teams on the principles of selling • Directing the development of regional, national sales strategies • Leading teams to continuous sales results year after year • Design and implementation of regional and national Go-to-Market sales strategies • 10 years in Brqnd Management and related positions • Directed the marketing of <$50 MM brand • Design and implementation of national pre-launch and post launch strategies In addition I have been through some of your pressures myself so I can relate: • The need to grow revenue year after year, find new markets, expand existing ones • Anticipating opportunities and threats • The challenge of keeping focussed on those things that drive revenue • The need to keep customers happy 24/7 • The need to synergize your team, optimize collaboration and effort What are the INtangibles Focus (marketing and sales), Seeing your blind spots, Passion about helping others to succeed, Integrity, Holding my clients accountable to their commitments Are you willing to try ? We can scale our effort to your needs.

to add • • • Need to integrate the book writing thing and the teaching thing perhaps as tools or as independent things What I can do. . . Ability to grow the business without large capital investments up front • Diversification, i. e. Avoiding being dependent on one single client • The hours, the work and the constant pressure to perform wears on even the most passionate individuals. Many business owners, even successful ones, get stuck working much longer hours than their employees. Moreover, they fear that their business will stall in their absence, so they avoid taking any long breaks away from work to recharge. When fatigue sets in, the weariness with the hours and the results can lead to rash decisions about the business, including the desire to abandon it completely. Finding a pace that keeps the business humming without grinding down the owner is a challenge that comes early (and often) in the evolution of a small business---I can step in for flexible times, with a small minimum • Balancing Quality and Growth Even when a business is not founder dependent, there comes a time when the issues from growth seems to match or even outweigh the benefits. Whether a service or a product, at some point a business must sacrifice in order to scale – this may mean not being able to personally manage every client relationship or not inspecting every widget Helping you keeping up with demand how to prioritize (targeting, decision making) Or perhaps you just need another set of eyes to finetune, refine your plans If you are under resourced (peoplewise). . . can step up and I can leave whenever not needed, a short term resource that is flexible, knowledgeable, hard working and on your side Lack of a clear plan: Most businesses don’t know how to plan. Lack of a plan worsens the cash problem by wasting cash chasing tempting diversions, and throwing money at problems. Equally important is revising your plan according to changing economic and business conditions and to ensure your survival in the recession.

NSM Selling Discussion Problem • • Many small businesses have sub-optimal revenues or non-sustained revenues because they: • have not developed a thorough, focussed sales and marketing strategy which is a consequence of : • not having time, expertise to build such a strategy • not understanding the value of such a strategy (and therefore not dedicating time and resources to do so) • don’t implement / update an existing plan Sub-optimal revenues can • • affect the financial security of the business, force unwanted rushed and untested decisions, create a highly stressful working environment, undermine confidence in leadership and future of the business Need • • • Solution The solution is NSM because: Creation of a tailor-made, results oriented strategic Sales & Marketing Plan Implementation and control of the plan Expansion and deepening of in-house sales and marketing expertise to establish self-sufficiency -We make tailored plans at a reasonable cost -Been through the pressures myself -Have the experience to do so -Consult AND coach …and have done both in the past -Are willing and able to scale our effort to your needs -Have written plans… close

NSM Selling Discussion Problem Many small businesses have sub-optimal revenues or non-sustained revenues because they: • have not developed a thorough, focussed sales and marketing strategy which is a consequence of : • not having time, expertise to build such a strategy • not understanding the value of such a strategy (and therefore not dedicating time and resources to do so) • don’t implement / update an existing plan The absence of a high quality strategic sales and marketing plan can: - undermine leadership - handicap co-ordination of effort and collaboration - disrupt cloud goal orientation - breed inconsistency - weaken company-wide buy in - hampers conflict resolution - interfere with identification of opportunities Dis-benefit Sub-optimal revenues and other symptoms can result in… Need Solution expert in recognizing and addressing underlying familial issues that

Where to find customers

Positioning • NSM is a provider of clear, To provide high-quality, structured, fundamental streamlined, rigorous, business and sales and structured nuts & bolts, marketing support, advice, for back-to-basics sales and small businesses on a marketing support/advice contract or longer term basis for small mini and microat a reasonable price based businesses (including on over 25 years of practical experience and results that implementation control also focuses not just on NSM is a small provider of planning but also on high quality, clear, implementation (removing obstacles of implementation) structured, fundamental Sales and Marketing Support, Mentorship Coaching, Planning Organization Implementation Control for start-ups and established small businesses to increase sales/profits A good positioning statement should: CLEARLY and simply answer the following: - Who are we and how are we unique? - What do we do/make/offer? - Who is/are our target customers? - What is the unique benefit of our product/service, especially compared with our competitor’s product/service? -Why should our target audience believe we can deliver the benefits Positioning statement: a value proposition plus a competitive anchor. “For traditional small magazine publishers my company Solid Media provides a template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. Unlike Press Publisher 4. 0, digipub adds metadata to your content, connecting you with new readers and new advertisers. ”

NSM Mission: Mission To provide high-quality, streamlined, rigorous, structured nuts & bolts, back-to -basics sales and marketing support/advice for small mini and microbusinesses (including implementation control) Mission 1. To provide small businesses with a clear, well structured map, approach to marketing and that leads to sustained sales growth 2. To expand their in-house sales and marketing expertise for autonomy confidence peace of mind greater competitiveness Mission 1. To provide small businesses with a clear, well structured sales and marketing roadmap, that leads to 1. sustained sales growth 2. Expansion of in-house (sales and marketing) expertise for autonomy confidence peace of mind greater competitiveness • • Mission statements often include the following information: Aim(s) of the organization The organization's primary stakeholders: clients/customers, shareholders, congregation, etc. How the organization provides value to these stakeholders, for example by offering specific types of products and/or services A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist? " According to Bart, [2] the commercial mission statement consists of 3 essential components: • Key market – who is your target client/customer? (generalize if needed) • Contribution – what product or service do you provide to that client? • Distinction – what makes your product or service unique, so that the client would choose you? Examples of mission statements that clearly include the 3 essential components are: Mc. Donald's - "To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere. "[citation needed] • Key Market: The fast food customer world-wide • Contribution: consistent taste and reasonably-priced food prepared in a high-quality manner • Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere. Courtyard by Marriott - "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people"[citation needed] Key Market: economy and quality minded travelers Contribution: moderate priced lodging Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people §

Mission Statement • A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist? " • Aim(s) of the organization‘s stakeholders: clients/customers, shareholders, etc. , and describes how the organization provides value to them, for example by offering specific types of products and/or services • • According to Bart, [2] the commercial mission statement consists of 3 essential components: • Key market – who is your target client/customer? (generalize if needed) • Contribution – what product or service do you provide to that client? • Distinction – what makes your product or service unique, so that the client would choose you? Examples of mission statements § Mc. Donald's - "To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere. " • Key Market: The fast food customer world-wide • Contribution: consistent taste and reasonably-priced food prepared in a high-quality manner • Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere. • Courtyard by Marriott - "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people" • Key Market: economy and quality minded travelers • Contribution: moderate priced lodging • Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people

NSM Vision • • Vision: outlines what the organization wants to be, or how it wants the world in which it operates to be (an "idealised" view of the world). It is a long-term view and concentrates on the future. It can be emotive[citation needed] and is a source of inspiration. For example, a charity working with the poor might have a vision statement which reads "A World without Poverty. “ • the vision being a descriptive picture of a desired future state; and the mission being a statement of a rationale, applicable now as well as in the future Many little business which are all happy and content and reach their potential? Mission statement: a statement of the purpose of your business. “Google’s mission is to organize the world’s information and make it universally accessible and useful. ” “Facebook’s mission is to give people the power to share and make the world more open and connected. ” “Solid Media’s mission is to connect curious readers to the very best written content on the web. ”

NSM Pillars Business Consulting Book Writing -Compilation of do’s and don’ts from a reps perspective -From the MDs perspective Cash Cows Blogs The Science of Fitness Small Business Consulting What’s new in pharma Chocolate Chip Cookies Develop Sales and Marketing Tool and sell it online -Others? What others? -(from sales people in general? ? ? ) Teaching -College - Guest lectures Evening Courses Professor-like (part time) -Others? What others?

Positioning NSM constructs tailormade sales and marketing strategies for small nonfranchised businesses that deliver sustained sales growth. In addition – and unlike others NSM also aims at injecting / building / infusing greater autonomy/confidence withing by deeping and expanding resident sales and marketing expertise (empower) NSM does this by combining consulting and coaching approaches that are based on over 20 years of success in leading and building marketing and sales teams NSM aims to increase revenue and deliver sustained revenue growth by constructing tailor-made sales & marketing strategies for small businesses (<$10 M revenue). In addition – and unlike others – NSM also aims at building a company‘s self-sufficiency / autonomy / confidence by deeping and expanding the exsiting expertise of our customer‘s team (empower) NSM brings to the table over 20 years of success in leading and coaching marketing and sales teams in a business named as the "most admired company in America “ for seven years in a row by FORTUNE Magazine Positioning statement: a value proposition plus a competitive anchor. “For traditional small magazine publishers my company Solid Media provides a template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. Unlike Press Publisher 4. 0, digipub adds metadata to your content, connecting you with new readers and new advertisers. ” A good positioning statement should: CLEARLY and simply answer the following: - Who are we and how are we unique? - What do we do/make/offer? - Who is/are our target customers? - What is the unique benefit of our product/service, especially compared with our competitor’s product/service? -Why should our target audience believe we can deliver the benefits

Positioning NSM constructs tailormade sales and marketing strategies for small nonfranchised businesses that deliver sustained sales growth. In addition – and unlike others NSM also aims at injecting / building / infusing greater autonomy/confidence withing by deeping and expanding resident sales and marketing expertise (empower) NSM does this by combining consulting and coaching approaches that are based on over 20 years of success in leading and building marketing and sales teams NSM aims to increase revenue and deliver sustained revenue growth by constructing tailor-made sales and marketing strategies for small nonfranchised businesses. In addition – and unlike others – NSM also aims at building a company‘s self-sufficiency / autonomy / confidence by deeping and expanding the exsiting expertise of our customer‘s team (empower) NSM does this by combining consulting with coaching principles and brings to the table over 20 years of success in leading and coaching training, developing marketing and sales teams in a company which was voted for one of the most respected comanies in a high performance industry for a company named FORTUNE Magazine‘s most admired“ 7 years in a row“ Positioning statement: a value proposition plus a competitive anchor. “For traditional small magazine publishers my company Solid Media provides a template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. Unlike Press Publisher 4. 0, digipub adds metadata to your content, connecting you with new readers and new advertisers. ” A good positioning statement should: CLEARLY and simply answer the following: - Who are we and how are we unique? - What do we do/make/offer? - Who is/are our target customers? - What is the unique benefit of our product/service, especially compared with our competitor’s product/service? -Why should our target audience believe we can deliver the benefits

Positioning NSM aims to increase revenue and deliver sustained revenue growth by constructing tailor-made sales & marketing strategies for small businesses (<$10 M revenue). In addition – and unlike others – NSM also aims at expanding and deeping our customer‘s sales and marketing expertise, leading them to self-sufficiency. NSM brings to the table over 20 years of success in leading and coaching sales and marketing teams in a company named “the most admired corporation in America “ for seven years in a row by FORTUNE Magazine. A good positioning statement should: CLEARLY and simply answer the following: - Who are we and how are we unique? - What do we do/make/offer? - Who is/are our target customers? - What is the unique benefit of our product/service, especially compared with our competitor’s product/service? -Why should our target audience believe we can deliver the benefits

to add 2 • • (Most businesses don’t know how to plan. Lack of a plan worsens the cash problem by wasting cash chasing tempting diversions, and throwing money at problems. Equally important is revising your plan according to changing economic and business conditions and to ensure your survival in the recession • Sales/marketing effectiveness This leads back to planning and leadership. Many businesses have not taken the time to decide what their USP is. They try to compete in conflicting areas, such as lowest price and highest service. One takes away money and the other adds cost. Part of the planning process for a new product should include a very clear answer to one simple question, “with all of the products and service available to my customers why should they buy from me? ” Lack of execution This may be the biggest of all: strategies that are developed are never executed improvement projects fail leaders spend less that 1 -hour per month on strategy employees don’t know their company’s strategy. (This is a direct result of top management not documenting and communicating it. ) Communicating with employees is crucial. organizations don’t have meaningful performance measurements in place or carry out regular performance analysis. Activity 1: Describe your idea To start the process of designing a well-crafted and effective value proposition, consider the following aspects of your business idea. Be honest and answer as completely as possible. • Who is your target customer? What kind of problem do you solve for them? • Is this an important problem for this customer? Is it an urgent problem? • How do you plan to solve this problem for the customer? Describe how

Early Steps: Idea also for starting up a business Activity 1: Describe your idea To start the process of designing a well-crafted and effective value proposition, consider the following aspects of your business idea. Be honest and answer as completely as possible. • Who is your target customer? What kind of problem do you solve for them? • Is this an important problem for this customer? Is it an urgent problem? • How do you plan to solve this problem for the customer? Describe how your solution will work in the customer’s hands and the benefits that it will generate. • Who is your competition? How do they solve this problem for their customers today? • What is unique about your way of solving the problem? Why are you better than anyone else in solving this problem? Is your advantage sustainable over time?

SWOT Analysis Guides Strategy External environment analysis Business Mission Internal environment analysis

External Analysis: “A startup is an idea searching for a business model. ” The entrepreneur and the startup team are investigators who, through their roles in the startup, seek answers to gain a level of certainty that did not exist at the outset. Through a process of experimenting, learning and iterating, the entrepreneur can (and should) test the key assumptions underpinning the business (Steven Blank – serial entrepreneur and Stanford Professor of Business

NSM SWOT Opportunities concentrate on the “so what”, i. e. what does it mean NOT to have a plan OPPORTUNITIES • Many small businesses do not have a plan or a good clear plan, or update their sales and marketing plans, which can lead to financial wastage (Most businesses don’t know how to plan. Lack of a plan worsens the cash problem by wasting cash chasing tempting diversions, and throwing money at problems. Equally important is revising your plan according to changing economic and business conditions and to ensure your survival in the recession • Sales/marketing effectiveness This leads back to planning and leadership. Many businesses have not taken the time to decide what their USP is. They try to compete in conflicting areas, such as lowest price and highest service. One takes away money and the other adds cost. Part of the planning process for a new product should include a very clear answer to one simple question, “with all of the products and service available to my customers why should they buy from me? ” • Lack of execution This may be the biggest of all: strategies that are developed are never executed improvement projects fail leaders spend less that 1 -hour per month on strategy employees don’t know their company’s strategy

NSM Value Proposition For small (<10 MM in sales artisan like or artisan) businesses, (such as eyecandy, with noticeable need of help with female decision makers) NSM uses a combination of consulting and coaching to construct tailor-made sales & marketing strategies to - increase revenue - establish long term growth - deepen and expand existing, resident sales and marketing expertise It describes: • 1. What your product/service is 2. The target customer 3. The value you provide them A value proposition is a statement of the unique benefits delivered by your offering to the target customer

Opportunities (addressing challenges for small business owners) - Sales and marketing plans are often tedious and time consuming 50 - 100 hours (and then you still don’t implement it) • • People have great ideas but don’t know how to plan A Sales and marketing plan is an essential plan to success, to funding Customers don’t buy technology. Customers buy products that add value. Customers buy products that they need, in order to satisfy some issue that they wish to satisfy • • • Helps mitigating risk Is one of 5 really big stumbling blocks for small businesses • • Perhaps the most promising source of ideas for new business comes from customers — listening to customers There is no substitute for understanding the unmet needs of customers Is there a customer base for you to target? “Who is my customer? ” What does the customer want to buy? When does the customer want to buy? What price is the customer willing to pay? Are there any gaps in the market that your business ideas could fill? Are there other businesses offering similar products and services? Can you meet the needs and expectations of customers better than your competition? .

Opportunities (addressing challenges for small business owners) part 2 - Sales and marketing plans are often tedious 1. Listen to your potential clients and past leads potential customers listen to their needs, wants, challenges and frustrations with your industry. Have they used similar products and services before? What did they like/dislike? Why did they come to you? What are their objections with your products or services? This will help you to develop more tailored products and services, hone your target market and identify and overcome common objections. 2. Listen to your customers what they saying about your industry, products and services. What are their frequently asked questions? Experiences? Frustrations? Feedback and complaints? This will help you identify key business opportunities to expand develop your current products and services. 3. Look at your competitors What they doing and more importantly not doing? Where are they falling down? What are they doing right? What makes customers go to them over you? 4. Look at industry trends and insights Subscribe to industry publications, join relevant associations, set Google alerts for key industry terms and news and follow other industry experts on social media. Absorb yourself in your industry and continually educate yourself on the latest techniques and trends.

Elevator Pitch (142 wrods at 100 -150 words per minute) “I help small companies make more money and then make myself obsolete. Small businesses might not reach their revenue potential because they don’t have the time/resources to create a fully developed sales and marketing strategy. Small businesses might not reach their revenue potential because they find it difficult to find the time/resources to create a fully developed sales and marketing strategy. So I work with them to build high quality, tailor -made plans that aim at increasing revenue and sustained growth. I do that by using a new and different approach, integrating consulting with coaching approaches because this leads to a superior end-product and serves to expand deepen the sales and marketing expertise within in the company. This makes you self-sufficient; i. e. you won’t need external support any longer – I become obsolete. So I work with them to build high quality, tailor -made plans that aim at increasing revenue and sustained growth. I do that by using a new and different approach, integrating consulting with coaching because this leads to a superior end-product and serves to expand deepen the sales and marketing expertise within in the company. This makes you selfsufficient; i. e. you won’t need external support any longer – I become obsolete. Perhaps we could meet and discuss in more detail what value I can offer to make you more money – and enable you to become so good at sales and marketing that you need no external support. Even small changes – i. e. fine-tuning – can make a big difference. Perhaps we could meet and discuss what value I can offer to increase your revenue and enable you to become so good at sales and marketing that you need no external support.

Good questions Brand Identity Define your brand identity With a multitude of choices in the market, countless new products being launched each day, and a growing number of media channels, it is critical that a new business understands where their company fits in the market. This is how you begin to define your brand identity. • What does your company do? • What do you stand for? • How does this relate to the product or service you are selling? After you look at your company as a whole, individual products and services should be evaluated as well. In order to avoid confusion in your positioning, it is critical that the products align with the overarching company’s brand.

Good Questions Advantage/strengths driven by target market Determine your competitive advantage Once you have an understanding of the competition, it is important to determine where your company’s offerings will fit into the market place relative to your competitors. Your competitive advantage is the defining elements or qualities that separate you from the competition. How do you compare to the competition regarding the following factors: • Price - Luxury/high end or good value? • Customization - Standard or tailored? • Customer-service level • Innovation • Quality • Speed of availability • Level of customization Once you have answered these questions individually, compare them to one another. Your competitive advantage may consist of one of these elements or a combination, however it should be clear, specific and most importantly it must be consistent. For example: a product that you want to position as a luxury item, needs to have a higher price point, be placed in higher end retail markets and have higher quality packaging.

Biggest Single Most Important Problem (According to NFIB National Federation of Independent Businesses) To fix sales you need a plan – a sales and marketing plan

MY Elevator Pitch – Hook -> Solution The Hook: • • • Hook Problem Solution (value prop-ish) Unique Features Call to action “I try to help small companies make more money and make myself obsolete The Problem: “Sometimes small businesses don’t have the time resources to maximize their revenues with well crafted sales and marketing strategy fail, struggle, underperform because of. . . The Solution + Unique Feature So I built tailor-made plans for them that aim at increasing revenue and sustained growth. I do that by integrating consulting and coaching approaches. This not only leads to superior end-product but also serves to expand deepen the sales and marketing expertise that already exists in the company and make them self-sufficient. I. e there is a good chance that the company won’t need me – I become obsolete. Call to action: “Sometimes small businesses don’t have the time resources to maximize their revenues with well crafted sales and marketing strategy fail, struggle, underperform because of. . .

MY Elevator Pitch – Unique Features-> Call to Action • Hook • Problem • Solution (value prop-ish) • Unique Features • “We add the e-magazines metadata into our recommendation engine, kind of like Amazon, which brings in new readers. ” Call-to-action: • • “We’re signing up beta customers now to play around with the platform and tell us what they think. Check it out” [hands out business card] The Hook: “I used to sell drugs, which was a tough instructional/ learning intense business – now I help small businesses to make more money, be more successful. . . grow profits The Problem: “Sometimes small business fail, struggle, underperform because of. . . Lack of second perspective which a large company has, i. e. All the checks and balances, the fact that they have TEAMs or a whole TEAM in place, so you can have that simply by renting me. . . The Solution: “NSM is a provider of clear, structured, fundamental Sales and Marketing Support, Mentorship Coaching, Planning Organization for start-ups and established small businesses to increase sales/profits”

Elevator Pitch • • • Hook Problem Solution (value prop-ish) Unique Features Call to action The Hook: “I buy dead magazines…” The Problem: “Paper based magazines are failing… The Solution: “We buy up print magazines that are failing and reinvent them on the web as digital publications. For traditional small magazine publishers my company Solid Media provides an online template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers.

Reaching your market • • Reaching your market Understanding your target market is the key to effectively reaching them through marketing channels. All of your communications should concisely express your competitive advantage in a way that relates to your target market. This is your value proposition. It is the gateway for a customer to understand what your brand stands for, what they can expect in dealing with your company and why they should choose your company over the competition. Once you have gone through this exercise, it is important that you review each element and how it relates to the others. Remember, marketing is a fluid process and your marketing plan should be a document that evolves as your company grows.

Elevator Pitch Solution With Details

NSM Value Proposition Based on 20 years of experience in marketing and sales team management NSM uses both coaching and consulting to construct/design tailor-made sales or marketing plans roadmaps to equip you for sustained long term sales growth For unique, small, artisan like or artisan businesses, such as eyecandy NSM provides a unique approach to the construction of tailor made marketing and sales strategies by integrating consulting and coaching to increase sales, improve resident marketing expertise and equip them for long-term growth. For unique, small, artisan like or artisan businesses , such as eyecandy (with noticeable need of help) NSM uses a combination of consulting and coaching to construct tailor made sales & marketing strategies to - increase revenue - establish long term growth - deepen and expand resident/existing sales and marketing expertise For unique, small, artisan like or artisan businesses, such as eyecandy NSM combines consulting and coaching to • construct tailor made marketing and sales strategies • expand resident / internal marketing expertise • for sustained revenue growth and self-sufficiency autonomy It describes: • A value proposition is a statement of the unique benefits delivered by your offering to the target customer 1. What your product/service is 2. The target customer 3. The value you provide them

NSM Value Proposition 2 NSM aims to increase revenues and establish sustained growth through the construction of tailormade sales and marketing strategies, using a combination of consulting and coaching For unique, small, artisan like or artisan businesses, such as eyecandy NSM applies a unique approach to the construction of tailor made marketing and sales strategies by integrating consulting and coaching to increase sales, improve resident marketing expertise and equip them for long-term growth. For unique, small, artisan like or artisan businesses , such as eyecandy (with noticeable need of help) NSM uses a combination of consulting and coaching to construct tailor made marketing and sales strategies increase sales/revenue, improve solidify resident/internal marketing expertise and equip them for longterm growth. For unique, small, artisan like or artisan businesses, such as eyecandy NSM combines consulting and coaching to construct tailor made sales marketing strategies • to increase revenues and • establish sustained growth and • expand resident / internal marketing expertise It describes: • A value proposition is a statement of the unique benefits delivered by your offering to the target customer 1. What your product/service is 2. The target customer 3. The value you provide them

http: //www. marsdd. com/sessions/courseintroduction-finding-and-validating-youridea/ www. sbclearnbusiness. com Neo. Gen Sales and Marketing (NSM) Business Plan Business Advice, Mentorship, Coaching, Planning, Organizing. . . For start-ups and established businesses and u need not be a fortune 500 company. . . or the canadian equivalent Why me. . . worked in sales and marketing management positions one of the most demanding industries for over 20 years, successfully enough to retire at age 54 done thousands of selling discussions, coached several thousands, too.

Value Prop Template For _____target audience____, __company name_______ has created __product/service name___that results in ___value 1_____, __value 2____, ____value 3__. For unique, small, artisan like or artisan businesses, such as eyecandy NSM provides a unique approach to the construction of tailor made marketing and sales strategies by integrating both consulting and coaching to increase sales, and improve resident marketing expertise and equip you for long-term growth. • Based on 20 years in marketing and sales team management NSM uses both coaching and consulting to construct/design tailor-made sales or marketing plans roadmaps for sustained long term sales growth and

NSM Mission: • Mission – – To empower (select) small businesses for long term revenue growth by developing high-quality tailor-made sales and marketing strategies and expanding inhouse expertise, skills and knowledge. provide high-quality, streamlined, rigorous, structured nuts & bolts, back-to-basics sales and marketing support/advice for small scale start-up and established business to increase their sales/profits Mission statements often include the following information: Aim(s) of the organization The organization's primary stakeholders: clients/customers, shareholders, congregation, etc. How the organization provides value to these stakeholders, for example by offering specific types of products and/or services A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist? " According to Bart, [2] the commercial mission statement consists of 3 essential components: Key market – who is your target client/customer? (generalize if needed) Contribution – what product or service do you provide to that client? Distinction – what makes your product or service unique, so that the client would choose you? Examples of mission statements that clearly include the 3 essential components are: Mc. Donald's - "To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere. "[citation needed] Key Market: The fast food customer world-wide Contribution: consistent taste and reasonably-priced food prepared in a high-quality manner Distinction: delivered consistently (world-wide) in a lowkey décor and friendly atmosphere. Courtyard by Marriott - "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people"[citation needed] Key Market: economy and quality minded travelers Contribution: moderate priced lodging Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people

A good sales and marketing plan reduces the risk of failure

Good questions Competition Evaluate the competition In order to understand the value that your company and your product or service can bring to customers, you must also understand the competition. For some companies, this may seem like a fairly simple exercise to identify the key players selling like products already. Your competition is not limited to similar products or services. Take this process one step further and consider the need or want that you are fulfilling for your customer. • What is your industry? • What geographic territory does/will your business service? (Local, provincial, national, North America, International) • Who are the key players in this geographic region? • Are there completely different products that fulfill the same need? • What percentage of the market do they occupy? Whether you are in the ideas stage, have recently launched your business or have been in the market for while, it is important to review your competition on a regular basis. New companies + new solutions may present themslvs at any time.

NSM SWOT Strengths concentrate on the “so what”, i. e. what does it mean NOT to have a plan STRENGTHS • • 25 years of experience, 20 years management experience, • hundreds of business plans written, read or refined • Product introductions • Worked in small, medium size and large companies Financial stability

Good Questions Advantage/strengths driven by target market Determine your competitive advantage Once you have an understanding of the competition, it is important to determine where your company’s offerings will fit into the market place relative to your competitors. Your competitive advantage is the defining elements or qualities that separate you from the competition. How do you compare to the competition regarding the following factors: • Price - Luxury/high end or good value? • Customization - Standard or tailored? • Customer-service level • Innovation • Quality • Speed of availability • Level of customization Once you have answered these questions individually, compare them to one another. Your competitive advantage may consist of one of these elements or a combination, however it should be clear, specific and most importantly it must be consistent. For example: a product that you want to position as a luxury item, needs to have a higher price point, be placed in higher end retail markets and have higher quality packaging.

“Product” Offering (So What Are We Selling? ) • High quality, comprehensive, patient-tailored Medication Therapy Management (and Chronic Disease Management) from expert/specialist pharmacists that reduces health care costs for Ø patients Ø insurers Ø employers Ø government by optimizing drug therapy outcomes and reducing or preventing drug related adverse events

Market Potential • Based on emergency room visits(1) : 5. 4 Million ER visits in Ontario per year, 1 out of 9 due to medications = 600000 • A study of adults aged 57 through 85 years showed that five or more prescription medications were used by 29 percent of the overall survey population and by 36 percent of people aged 75 to 85 years (1) http: //www. auditor. on. ca/en/reports_en/en 10/305 en 10. pdf

Health Care Provider Organizations • Non-FHT MDs • Walk-in/After-Hours Clinics • LTCs (we can assist with expertise) • Urgent Care Centres • Hospice/palliative Care Centres • Nurse Practitioner Clinics • LHINs = CCAC (incl. HNHB) • Nursing homes organizations… • Family Health Teams • Emergency room • Community health centers • Nursing service providers • Seniors’ Homes • Assisted living homes

Be Small Be small – So, if you’re toying with the idea of launching your own news business – an online magazine, a hyperlocal blog, or a design agency, then set yourself a challenge of doing it small: – force yourself to strip your idea right down to its bare minimum – challenge yourself to launch it on less than £ 100/$150 – challenge yourself to launch it in less than two weeks – challenge yourself to make a profit within two months – always ask yourself how you can do things faster, cheaper, more simply Last year I launched studio. fu, my online video production company on these terms. After I wrote my idea down I kept reducing it, removing the complexity and convolution. I narrowed my offering down to just online video and motion graphics. I challenged myself to launch it on less than £ 100 (it actually cost me £ 60) and in less than two weeks (I did it in 5 days). Within two weeks I had my first gig – which instantly knocked me into profit.

Actions • • Build portfolio online for strategy side by asking peeps to say so and by doing work for them that justifies it Work with incubators and other associations that give insight into business

3 Streams Project Stream 1 Pilot with “low hanging fruit” customers (incl. expansion of HNHB) • Established relationship • Basic understanding of needs • Access to decision makers • High potential for success Project Stream 2 Gaining better understanding of Insurer and Employer needs • Established relationship • Basic understanding of needs • Access to decision makers • High potential for success Project Stream 3 B uilding awareness and support for the importance and value of high-quality medication therapy management among customers

“Low Hanging Fruit” • • • Step 1: Identify ‘easy to work with’ customers: • Established relationship • Basic understanding of needs • Access to decision makers • High potential for success Step 2: Develop and present proposal based on Planning Matrix Step 3: Gain feedback, adjust proposal, gain agreement for implementation or partial implementation • Step 4: Ask for referral to another LTC, • Step 5: Develop or identify resources for delivering this message

Planning Matrix For “Low Hanging Fruit” Who is the decision maker? Nursing Home Director? Attending MD? Board? • What do they want or need? What problem do we need to solve? • • What do we offer to satisfy the need and/or solve the problem? • • • Benefits of our offering • • Cost effective, simply to implement, high quality, comprehensive medication therapy management that optimizes medication therapy for each patient. delivers reduction or prevention of risk of ADRs, Improved care, improved patient wellness, improved quality of life for patient Simplified patient management, Reduced labor and drug costs Greater family/stakeholder satisfaction, maintained or improved reputation -> future success Studies (SMART, IMPACT, others) have shown the benefit of effective medication management; our own research has shown the same, we have many success stories of individual patients who benefited from out medication management interventions, • Our previous, hands-on experience and proven record • Proof points, success stories, research, clinical evidence etc. Demonstrate to patient/ patient family members that the patient is safe, well taken care of, Smooth operation, i. e. patient safety (less falls, less ADR), reduced patient complications , non-complex patients, satisfied patients and family members, Cost-containment/savings

erstanding Insurers and Employers (cont’d) • • • Step 3: Develop and present proposal based on Planning Matrix with focus on services/capabilities such as: – Review of current medication therapy management system – Make recommendations for improvements and integration of medication management services – Education of health care providers on Optimal Medication Therapy Management – Co-design of customized integrated medication management systems and services including stakeholder engagement – Mentoring and training for pharmacists providing community based medication management services – Consultation about successful integration of pharmacists into interdisciplinary client care teams Step 4: Gain feedback, adjust proposal, gain agreement for implementation or partial implementation Step 5: Ask for referral/testimonial

Planning Matrix For Insurers and Employers Who is the decision maker? What do they want or need? What problem do we need to solve? What do we offer to satisfy the need and/or solve the problem? Benefits of our offering Proof points, success stories, research, clinical evidence etc.

Building Awareness and Support Advocates Website & Web Strategy Conferences Publications, Articles Identify based on: • Established relationship • Basic understanding of needs • Credibility • Willingness to work with us Website featuring • Medi. Link mission, • Services • Clinical evidence and benefits • Cost benefit analysis FAQs • Testimonials • Advocacy Identify conferences, Identify local and etc. (events) where regional print media the right clients are that: present • Have the right readership • are willing to offer space for articles Develop specific messages and resources for them Website hot-linking to other relevant sites Use display booth, Develop and place abstracts, and/or articles oral presentations to create support/awareness Develop a deployment plan for using advocates

Summary • • • There is a need for better Medication Therapy Management The business opportunity arising from that need seems to be substantial Notable challenges will be to ‘sell’ the value of our ‘product’, expand in-house expertise and gain traction with employers/insurers We have more expertise to do this than anybody else Implementation of Medi. Link as a full business needs to be focussed – let’s NOT dabble

• Patient Association of Canada • Profile

Process-Template for Developing the Business Plan External environment analysis SWOT Business mission Internal environment analysis Goal Formulation Strategy Formulation Tactical Program Formulation Implementation Feedback and control

“Menu” of Interventions (Examples) Direct Care Medication Management Direct Care Chronic Disease Management Consulting & Indirect Care • • • Medication Reconciliation • Diabetes Management Therapeutic Medication Review • Smoking cessation Design/development/implementat ion of Medication Management Systems and Drug Benefit Packages • Cost-benefit analyses (on certain drugs) • Drug Utilization Reviews • Meds Check incl. Best Possible Medication History (BPMH) • • Medication Advocacy for Patients • “Complex” patient review others • Education/training re best practices in prescribing specific drug therapies such as pain management, anti-coagulation, diabetes, etc. • Rounds • • Drug Information & Drug Therapy Research Chart Reviews

Good questions Target Market Know your target market With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company. As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer relationship, someone who: • Benefits from your product • Relates to your brand identity • Is available in the geographic market you identified • Aligns with your competitive advantage (versus the competition) You should be able to identify 1 -3 groups of customers who would be best served by your company; this represents your target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about your customer, one single person: • What needs/wants does your offering fulfill? • How do they find out about this type of product/service? • Where do they make their purchases? • Who influences their purchases? • How do they research?

NSM Selling Discussion Problem Many small businesses have not developed a thorough, focussed sales and marketing strategy which is a consequence of : • not having time, expertise to build such a strategy • not understanding the value of such a strategy (and therefore not dedicating time and resources to do so) • don’t use and update an existing plan • Think of the downsides of a non business plan…such as disorganization • have sub-optimal revenues or non-sustained revenues because they: Dis-benefit Sub-optimal revenues can result in… Need Solution expert in recognizing and addressing underlying familial issues that block progress—can speed an enterprise through phases, and create a clear path for future success.