Formulating a Growth Strategy for Your Brands and Business
BMSW is a growth strategy business. I’m often asked what I mean by “growth strategies”? It’s a good question. In this article I’m going to take some time to go through some of the relevant concepts of growth planning.
Why Don’t I just say marketing?
Unfortunately, the marketing concept is not well understood and it is one of those words that has become confused with selling, advertising, social media and many other marketing tactics. Marketing is what we do to improve our performance with a given target group in a given category or market. It’s become a bit of a dirty word. We are all being marketed to all the time and many of us are engaged in the process of marketing, whether we like to admit it or not. The end goal of most marketing is growth ie organisations want to grow. Whether it be customer base, memberships, revenues, portfolios, balance sheets, growth tends to be the holy grail that we’re all chasing. So I like to focus my customers on the end game ie growth and what we will do to achieve it.
"In that way I have definitely seen my business and people develop new skills. It also makes it easier for me to challenge my team to aim higher and deliver fresh thinking. He works across our portfolio and has also worked with our surgical team to assist with the positioning and marketing of a new therapy."
Fisher & Paykel Healthcare
"We worked with Rob first as a design coach, and then as acting marketing manager, when we had a gap in our organisation. We really enjoyed working with Rob and drawing on his experience and enthusiasm. Rob brought a new vision to our marketing group, concentrating on customer empathy and up-skilling the team."
"I have worked with Rob for 4 years since the research industry merged two separate industry associations into Research Association New Zealand. Rob was instrumental in both facilitating and then executing the successful merger. He is a master facilitator, always taking a very organised and analytical approach."
Research Association New Zealand
" Since 2008 Rob has led a wide variety of initiatives on our behalf ranging from market research and business process analysis to new venture explorations, strategy development, customer loyalty rewards and marketing training. He has consistently brought a healthy balance of understanding what our business is trying to achieve."
"Tasman Insulation commissioned Rob Bree to assist us develop and drive our business strategy and marketing plans. Working closely with the senior team and then the marketing team, Rob rapidly developed an understanding of the underlying issues and opportunities that our market and business faces."
Tony Te Au,
Tasman Insulation (Pink Batts) NZ
"We commissioned Rob to help us develop the Five Year Growth Strategy. He really delivered on our expectations of the project. What stood out for me was his refreshing and 'real' approach to life in business. He was excellent at identifying the true breakthrough strategy and got us focused on the required actions to help us achieve our aims."
Charlie's Trading Company
"Rob did a fantastic job deciphering who we are and what our Purpose is. I liked the way he worked out what we were good at, where we had potential and then linked that through to true market opportunities."
"ScanCam™ is a new security technology we designed and developed for the global retail industry right here in NZ. Rob got right to work helping us with the development of a marketing proposition and strategy."
Zenith Asset Management Ltd
"Rob has a long-standing association with the advertising industry going back to his early marketing career. He is well known in industry circles as someone with a unique understanding of clients and agencies who can be relied on to act with integrity across the many business relationships he holds."
Communications Agencies Association NZ
"We engaged Rob to facilitate and lead a review of the NAB market offering and organization structure. His experience in business allowed him to quickly identify and understand our unique issues and opportunities."
Newspaper Advertising Bureau
"MYFARM contracted Rob to conduct a thorough, independent review of our brand, marketing and sales process. During the first day he drilled down into our business model, our customer tiers, our competitive advantages and our customer journey."
"Rob will be used as a yard stick for all others. His compact and very intense session left us much clearer on who we are, what we are about, and what we need to do to achieve our goals. He then gave us a document which we can use as a tool to keep us on our chosen path."
Renaissance Brewing Company
"We engaged Rob to develop a World Bank funded marketing strategy and marketing tools aimed at promoting Vanuatu’s seasonal labour workforce. From my first meeting with Rob, I knew the project would be a success. His ability to quickly understand the complexities of the assignment was outstanding."
Pacific Cooperation Foundation
What Growth Strategy Isn’t
Too often a growth plan is really just a long shopping list of all the things that businesses do. Distribution, advertising, manufacturing, financial planning, people development. These are all extremely useful practices and are part of the day to day operational aspects of any business. But they, in and of themselves, won't necessarily deliver growth.
In most cases, the efforts and resources required to chase new business or grow existing business does put a strain on already busy people and capabilities. So we need to go into any growth initiative with a clear set of objectives and the confidence that we are going to reap the rewards commensurate with the resources invested.
A growth plan is going to be able to address some critical questions:
Business Strategy and Planning
Formal Document Development
Business Activities Revenue Analysis
Market Reviews and Recommendations
Growth Strategy and Plans
Capability Assessment, Planning and Building
Commercial Process Analysis and Alignment
Performance Blueprints and Templates