aida and product offer usp,ubp,fab,swot-kailas

Dr. Kailas GhodkeMBBS, MMS PhD (Perusing in Marketing)

Pharma Consultant For Marketing, Branding, Promotions, Medico Marketing and

Training702 / 703, 11 - A, Happy Valley, Godbandher Road,

Manpada, Thane (W) Mumbai 400610, India.

Email: [email protected] , [email protected]. Res.: + 91 022 - 2589 57 06, 2589 04 85. Cell: 98208 315 94

AIDA and Product AIDA and Product OfferOffer

Dr. Kailas GhodkeDr. Kailas Ghodke AIDA and Product OfferAIDA and Product Offer22

Presentation ContentPresentation Content

1.1. AIDAAIDA

2.2. Product OfferProduct Offer

3.3. FABFAB

4.4. USPUSP

5.5. UBPUBP

6.6. SWOTSWOT

7.7. QuestionQuestion

AIDAAIDA

AIDAAIDA

AIDA principle for detailingAIDA principle for detailing

A - AttentionA - Attention

I - InterestI - Interest

D - DesireD - Desire

A – Action A – Action



AIDA contd.AIDA contd.

AIDA is the original sales training acronym, from the late AIDA is the original sales training acronym, from the late

1950's, when selling was first treated as a professional 1950's, when selling was first treated as a professional

discipline, and sales training began. discipline, and sales training began.

Often called the 'Hierarchy of Effects', AIDA describes the Often called the 'Hierarchy of Effects', AIDA describes the

basic process by which people become motivated to act basic process by which people become motivated to act

on external stimulus and sales are made.on external stimulus and sales are made.

AIDA is even more relevant today especially for one sales AIDA is even more relevant today especially for one sales

or selling model. or selling model.

The AIDA process also applies to any advertising or The AIDA process also applies to any advertising or

communication that aims to generate a response. communication that aims to generate a response.

AIDA contd.AIDA contd.

We buy something we buy according to the AIDA process. We buy something we buy according to the AIDA process.

So when we sell something we must go through the AIDA So when we sell something we must go through the AIDA

stages. stages.

Something first gets our Something first gets our attentionattention; if it's relevant to us we are ; if it's relevant to us we are

interestedinterested to learn or hear more about it. to learn or hear more about it.

If the product or service then appears to match our needs and If the product or service then appears to match our needs and

/or aspirations, and resources, particularly if it is special, /or aspirations, and resources, particularly if it is special,

unique, or rare, we begin to unique, or rare, we begin to desiredesire it. it.

If we are prompted or stimulated to overcome our natural If we are prompted or stimulated to overcome our natural

caution we may then become motivated or susceptible to caution we may then become motivated or susceptible to

taking taking actionaction to buy. to buy.Dr. Kailas GhodkeDr. Kailas Ghodke AIDA and Product OfferAIDA and Product Offer66


A- AttentionA- Attention

First 10 words are more important than next 10000 wordsFirst 10 words are more important than next 10000 words

E.g. My brothers and sisters- Swami Vivekananda.E.g. My brothers and sisters- Swami Vivekananda.

Getting the other person's attention sets the tone: first Getting the other person's attention sets the tone: first

impressions count , so smile - even on the phone because impressions count , so smile - even on the phone because

people can hear it in your voice - be happy (but not people can hear it in your voice - be happy (but not

annoyingly so) be natural, honest and professional. annoyingly so) be natural, honest and professional.

If you're not in the mood to smile do some paperwork If you're not in the mood to smile do some paperwork

instead. If you rarely smile then get out of selling. instead. If you rarely smile then get out of selling.

A- Attention A- Attention contdcontd.. Getting attention is more difficult- people are less accessible, Getting attention is more difficult- people are less accessible,

have less free time, and lots of competing distractions, so have less free time, and lots of competing distractions, so

think about when it's best to call. think about when it's best to call.

Gimmicks, tricks and crafty techniques don't work, customers Gimmicks, tricks and crafty techniques don't work, customers

are irritated by hundreds of them every day. are irritated by hundreds of them every day.

If you have about five seconds to attract attention, by which If you have about five seconds to attract attention, by which

time the other person has formed their first impression of you. time the other person has formed their first impression of you.

Despite the time pressure, relax and enjoy it - expect mostly to Despite the time pressure, relax and enjoy it - expect mostly to

be told 'no thanks' - but remember that every 'no' takes you be told 'no thanks' - but remember that every 'no' takes you

closer to the next 'okay‘.closer to the next 'okay‘.



I- InterestI- Interest

Create a positive interest in customers mind for your Create a positive interest in customers mind for your

product – tell the advantages of your product he is looking product – tell the advantages of your product he is looking

for.for.

You now have maybe 5 - 15 seconds to create some You now have maybe 5 - 15 seconds to create some

interest. interest.

Something begins to look interesting if it is relevant and Something begins to look interesting if it is relevant and

potentially advantageous.potentially advantageous.

I- Interest I- Interest contdcontd..

This implies a lot: This implies a lot:

1.1. The person you are approaching should have a potential The person you are approaching should have a potential

need for your product or service or proposition. need for your product or service or proposition.

2.2. You must approach the other person at a suitable time (i.e. You must approach the other person at a suitable time (i.e.

it's convenient, and seasonality and other factors affecting it's convenient, and seasonality and other factors affecting

timing shall be taken into account) timing shall be taken into account)

3.3. You must empathise with and understand the other person's You must empathise with and understand the other person's

situation and issues, and be able to express yourself in their situation and issues, and be able to express yourself in their

terms (i.e. talk their language). terms (i.e. talk their language).



D- DesireD- Desire

It is the feeling that one would get pleasure or satisfaction It is the feeling that one would get pleasure or satisfaction from the advantages i.e. benefits of the product.from the advantages i.e. benefits of the product.

The sales person needs to identify the prospect's situation, The sales person needs to identify the prospect's situation, needs, priorities and constraints on personal and needs, priorities and constraints on personal and organizational levels, through empathic questioning and organizational levels, through empathic questioning and interpretation. interpretation.

Build rapport and trust, and a preparedness in the Build rapport and trust, and a preparedness in the prospect's mind to do business with you personally.prospect's mind to do business with you personally.

Dispel the prospect's feelings of doubt or risk about your Dispel the prospect's feelings of doubt or risk about your own integrity and ability. own integrity and ability.

Understand your competitors' capabilities and your Understand your competitors' capabilities and your prospect's other options.prospect's other options.

D- Desire D- Desire contd.contd.

You must understand your product (specification, options, You must understand your product (specification, options, features, advantages, and benefits), relevance and features, advantages, and benefits), relevance and implications for your prospect. implications for your prospect.

Present, explain and convey solutions with credibility and Present, explain and convey solutions with credibility and enthusiasm. enthusiasm.

The key is to demonstrate how you, your organization and The key is to demonstrate how you, your organization and your product will suitably, reliably and sustainably 'match' your product will suitably, reliably and sustainably 'match' the prospect's needs. the prospect's needs.

Creating desire is part skill and technique, and part Creating desire is part skill and technique, and part behaviour and style. behaviour and style.

In modern selling and business, trust and relationship (the In modern selling and business, trust and relationship (the 'you' factor) are significant, as natural competitive 'you' factor) are significant, as natural competitive development squeezes and reduces the opportunities for development squeezes and reduces the opportunities for clear product advantage and uniqueness. clear product advantage and uniqueness.



A-ActionA-Action

It is the process of doing some thing or functionIt is the process of doing some thing or function

It is in terms of giving you sales hence demanding your It is in terms of giving you sales hence demanding your

rightful share of business / prescription.rightful share of business / prescription.

It is the conversion of potential into actuality, to achieve or It is the conversion of potential into actuality, to achieve or

move closer to the aim – sales / prescription. move closer to the aim – sales / prescription.

A-ActionA-Action contd.contd.

Natural inertia and caution does not allow the purchaser to Natural inertia and caution does not allow the purchaser to

acted upon on the clear opportunities.acted upon on the clear opportunities.

Hence the sales person must suggest, or encourage Hence the sales person must suggest, or encourage

agreement to move to complete the sale or move to the next agreement to move to complete the sale or move to the next

stage. stage.

The better the preceding three stages have been conducted, The better the preceding three stages have been conducted,

then the less emphasis is required for the action stage.then the less emphasis is required for the action stage.



AIDCA- AIDCA- (1980'-1990's) (1980'-1990's) The AIDA acronym has been used in extended form as The AIDA acronym has been used in extended form as

AIDCAAIDCA AIDCA is the same as AIDA with the insertion of AIDCA is the same as AIDA with the insertion of

Commitment prior to the action stage. Commitment prior to the action stage. Commitment means that a prospective customer is more Commitment means that a prospective customer is more

likely to progress to the Action stage if their commitment to likely to progress to the Action stage if their commitment to the proposition can first be established. the proposition can first be established.

AIDCA non-applicable to selling methods that do not AIDCA non-applicable to selling methods that do not involve a two-way communication, for example, the involve a two-way communication, for example, the structure of a sales letter or advert, for which AIDA remains structure of a sales letter or advert, for which AIDA remains more helpful. more helpful.

For two-way sales communications, discussions, For two-way sales communications, discussions, presentations, etc., then AIDCA is fine.presentations, etc., then AIDCA is fine.

Product OfferProduct Offer


2- The product offer2- The product offer The product offer, or sales proposition, is how the product The product offer, or sales proposition, is how the product

or service is described and promoted to the customer. or service is described and promoted to the customer.

It is It is what the sales person uses to attract attention and what the sales person uses to attract attention and

interest in verbal and written introductions to prospects , so interest in verbal and written introductions to prospects , so

it has to be concise and quick. it has to be concise and quick.

Product offer is also used in various advertising and Product offer is also used in various advertising and

promotional material aimed at the target market. promotional material aimed at the target market.

Developing and tailoring a product offer, or proposition, is a Developing and tailoring a product offer, or proposition, is a

vital part of the selling process.vital part of the selling process.

FABFAB


FAB - Feature Advantage Benefit FAB - Feature Advantage Benefit ConceptConcept

The technique of linking FAB's was developed in the 1960's.The technique of linking FAB's was developed in the 1960's.

Customers don't buy features, they don't even buy the Customers don't buy features, they don't even buy the

advantages - what they buy is what the product's features advantages - what they buy is what the product's features

and advantages will do for them, which in selling jargon is and advantages will do for them, which in selling jargon is

called the benefit.called the benefit.


F - Feature F - Feature

It is the property of product offered to the customerIt is the property of product offered to the customer

Only informing about the feature will be not adequate to Only informing about the feature will be not adequate to

generate interest in the customers therefore no salesgenerate interest in the customers therefore no sales


A - AdvantageA - Advantage

It is the advantage of the feature It is the advantage of the feature

Advantage will arouse theAdvantage will arouse the interest in the customers mindinterest in the customers mind


Benefit Benefit

It is the sense feeling / visualizing the satisfaction or It is the sense feeling / visualizing the satisfaction or

pleasure achieved by the customer after utilizing the pleasure achieved by the customer after utilizing the

services or consuming the product.services or consuming the product.

It is a need of a customer satisfied completely It is a need of a customer satisfied completely

Benefit will make the customer buy the productBenefit will make the customer buy the product


FAB Example FAB Example

A A Web Web TV might have the TV might have the featurefeature of internet connectivity of internet connectivity

and a remote control keyboard; the and a remote control keyboard; the advantageadvantage is that the is that the

customer can now access and interchange internet and TV customer can now access and interchange internet and TV

services using a single system; and the services using a single system; and the benefitbenefit is that the is that the

customer saves money, space, and a lot of time through not customer saves money, space, and a lot of time through not

having to change from one piece of equipment to another.having to change from one piece of equipment to another.

USPUSP


Unique Selling Propositions / Points - USP'sUnique Selling Propositions / Points - USP's

USP (unique selling point or proposition) is the strongest USP (unique selling point or proposition) is the strongest

benefit for a given target sector. benefit for a given target sector.

Real or perceived uniqueness is very important because it Real or perceived uniqueness is very important because it

generally causes a prospect to buy from one sales person as generally causes a prospect to buy from one sales person as

opposed to another. opposed to another.

For. E.g. if there were umpteen WebTV's on the market, the For. E.g. if there were umpteen WebTV's on the market, the

oneone which which would sell the best would be those, which had the would sell the best would be those, which had the

strongest unique selling points.strongest unique selling points.


USP'sUSP's contd. contd.

Price is not a USP; some people only buy the cheapest, but Price is not a USP; some people only buy the cheapest, but

most do not; most will pay a little or a lot extra to get what most do not; most will pay a little or a lot extra to get what

they want. they want.

Any product that is marketed purely with a low-price USP will Any product that is marketed purely with a low-price USP will

always be vulnerable to competition which offers proper always be vulnerable to competition which offers proper

user-related benefits, most of which may come in the form of user-related benefits, most of which may come in the form of

a higher value, higher price package.a higher value, higher price package.


Failure of USP’sFailure of USP’sBut But it is difficult to succeed all the time with a fixed USP or it is difficult to succeed all the time with a fixed USP or

series of USP'sseries of USP's , because , because OneOne man's USP is another man's dead donkey man's USP is another man's dead donkey .. USP's by their nature fail to take account of a prospect's USP's by their nature fail to take account of a prospect's

particular circumstances and detailed needs. particular circumstances and detailed needs. The name itself - unique selling point - says it all. The name itself - unique selling point - says it all. Each type of prospect has different reasons for buying. Each type of prospect has different reasons for buying. Buyers Buyers with smaller houses and fewer rooms are more with smaller houses and fewer rooms are more

likely to respond to the space-saving benefit of the WebTV likely to respond to the space-saving benefit of the WebTV as the product's main USP. as the product's main USP.

Where as customer having Where as customer having big houses and lots of big big houses and lots of big rooms are more likely to regard the time-saving benefit as rooms are more likely to regard the time-saving benefit as the key USP instead. the key USP instead.

UPBUPB


Unique Perceived Benefits - UPB’sUnique Perceived Benefits - UPB’s

The short comings of FAB's and USP's lead to the UPB The short comings of FAB's and USP's lead to the UPB

(unique perceived benefit ) - a modern selling concept that (unique perceived benefit ) - a modern selling concept that

has evolved from FAB's and USP's.has evolved from FAB's and USP's.

A UPB is essentially a customer-orientated product offer.A UPB is essentially a customer-orientated product offer.

The problem with USP's and FAB's is that they are largely The problem with USP's and FAB's is that they are largely

formulated from the seller's perspective; evolved from formulated from the seller's perspective; evolved from

product features.product features.


UPB’sUPB’s contd.contd.

Instead of looking at the product from the seller's viewpoint, Instead of looking at the product from the seller's viewpoint,

we look at the need, from the customer's viewpointwe look at the need, from the customer's viewpoint..

UPB-based product offer fits the prospect's situation and UPB-based product offer fits the prospect's situation and

motives much better than any list of arbitrary FAB's and motives much better than any list of arbitrary FAB's and

USP's.USP's.

How to create UBP?How to create UBP? FirstFirst - Know the target market segment, or the targeted - Know the target market segment, or the targeted

prospect type, extremely well. prospect type, extremely well. SecondSecond - Decide which sectors or segments to target, and it - Decide which sectors or segments to target, and it

also shows why the planning and preparation stage in the also shows why the planning and preparation stage in the selling process is far more significant and influential than it selling process is far more significant and influential than it ever used to be. ever used to be.

Each targeted segment or prospect type has its own Each targeted segment or prospect type has its own particular needs and constraints, and these combine to particular needs and constraints, and these combine to create the prospect's or target sector's very specific buying create the prospect's or target sector's very specific buying motive. motive.

ThirdThird - Identify and then formulate a unique perceived - Identify and then formulate a unique perceived benefit to meet or match a known or researched sector's benefit to meet or match a known or researched sector's specific buying motivespecific buying motive

FourthFourth - Create a very well-fitting and easily recognisable - Create a very well-fitting and easily recognisable product offer indeed.product offer indeed.



Example of UPB’sExample of UPB’s contd.contd.

The likely attractive target sector for the WebTV could beThe likely attractive target sector for the WebTV could be

Families with limited space and little technical confidence. Families with limited space and little technical confidence.

School going children learning how to use computers.School going children learning how to use computers.

Parents interested in improving their children's access to Parents interested in improving their children's access to

internet services at home, given no requirement for extra internet services at home, given no requirement for extra

space, no pressure on their limited technical know-how at space, no pressure on their limited technical know-how at

the time of installation and for ongoing support.the time of installation and for ongoing support.


If the package enabled the parents to upgrade their If the package enabled the parents to upgrade their

conventional TV with not much more extra cost, then we conventional TV with not much more extra cost, then we

are likely to get their attention and interest, and we're a are likely to get their attention and interest, and we're a

short step away from creating some real desire. short step away from creating some real desire.

The UPB for this particular prospect type might look The UPB for this particular prospect type might look

something like:something like:

"You can now give your children important educational "You can now give your children important educational

access to the Internet at home, if you know nothing about access to the Internet at home, if you know nothing about

computers, and don't even have room for one.”computers, and don't even have room for one.”



The WebTV's relevant benefits – i.e. you save space and The WebTV's relevant benefits – i.e. you save space and

you don't need to spend time understanding the you don't need to spend time understanding the

technicalities technicalities

This benefit is translated so that the prospect might be This benefit is translated so that the prospect might be

motivated to consider buying it by using UPB - “ The motivated to consider buying it by using UPB - “ The

important of improving children education”. important of improving children education”.

It is easy to compare and put a price on a product is (FAB's It is easy to compare and put a price on a product is (FAB's

and even USP's), but it's very difficult to value a real UPB, and even USP's), but it's very difficult to value a real UPB,

thus less prone to competitor threat. thus less prone to competitor threat.


SWOTSWOT

The origins of the SWOT analysis The origins of the SWOT analysis modelmodel

The origins of SWOT analysis was provided by Albert S The origins of SWOT analysis was provided by Albert S Humphrey. Humphrey.

Albert Humphrey died on 31 October 2005. Albert Humphrey died on 31 October 2005. SWOT analysis came from the research conducted at SWOT analysis came from the research conducted at

Stanford Research Institute from 1960-1970.Stanford Research Institute from 1960-1970. 1100 companies and organizations were interviewed and a 1100 companies and organizations were interviewed and a

250-item questionnaire was designed and completed by 250-item questionnaire was designed and completed by over 5,000 executives. over 5,000 executives.

The background to SWOT stemmed from the need to find The background to SWOT stemmed from the need to find out why corporate planning failed. out why corporate planning failed.

The research was funded by the fortune 500 companies to The research was funded by the fortune 500 companies to find out what could be done about this failure. find out what could be done about this failure.

The Research Team were Marion Dosher, Dr Otis Benepe, The Research Team were Marion Dosher, Dr Otis Benepe, Albert Humphrey, Robert Stewart, Birger Lie. Albert Humphrey, Robert Stewart, Birger Lie.


SWOT analysisSWOT analysis

SWOT is an acronym for Strengths, Weaknesses, SWOT is an acronym for Strengths, Weaknesses,

Opportunities and Threats. Opportunities and Threats.

SWOT analysis is based broadly on half internal and half SWOT analysis is based broadly on half internal and half

external factors.external factors.

SWOT is an assessment of a business or a proposition, SWOT is an assessment of a business or a proposition,

whether your own or a competitor's. whether your own or a competitor's.

Completing a SWOT analysis is very simple, and is a good Completing a SWOT analysis is very simple, and is a good

subject for workshop sessions.subject for workshop sessions.Dr. Kailas GhodkeDr. Kailas Ghodke AIDA and Product OfferAIDA and Product Offer3737

Uses of SWOT analysisUses of SWOT analysis The SWOT is an extremely useful tool for understanding and The SWOT is an extremely useful tool for understanding and

decision-making for all sorts of situations in business and decision-making for all sorts of situations in business and

organizations. organizations.

A SWOT is a subjective assessment of data which is A SWOT is a subjective assessment of data which is

organized by the SWOT format into a logical order that helps organized by the SWOT format into a logical order that helps

understanding, presentation, discussion and decision-understanding, presentation, discussion and decision-

making. making.

SWOT template enables proactive thinking, rather than SWOT template enables proactive thinking, rather than

relying on habitual or instinctive reactions.relying on habitual or instinctive reactions.


Uses of SWOT analysis Uses of SWOT analysis contdcontd.. The SWOT analysis provide a good framework for reviewingThe SWOT analysis provide a good framework for reviewing


1.1. MarketingMarketing

2.2. Strategy planningStrategy planning

3.3. PositionPosition

4.4. Product LaunchProduct Launch

5.5. Product developmentProduct development

6.6. Competitor evaluationCompetitor evaluation

7.7. Direction of a companyDirection of a company

1.1. Business proposition Business proposition

2.2. Business planningBusiness planning

3.3. Research reportsResearch reports

4.4. Brainstorming Brainstorming

meetings.meetings.

5.5. Team building games Team building games

Exercises .Exercises .

6.6. Or any other idea. Or any other idea.

SWOT analysis templateSWOT analysis template

The SWOT analysis template is normally presented as a The SWOT analysis template is normally presented as a

grid, comprising four sections, one for each of the SWOT grid, comprising four sections, one for each of the SWOT

headings: Strengths, Weaknesses, Opportunities, and headings: Strengths, Weaknesses, Opportunities, and

Threats. Threats.

It is important to clearly identify the subject of a SWOT It is important to clearly identify the subject of a SWOT

analysis, because a SWOT analysis is a perspective of one analysis, because a SWOT analysis is a perspective of one

thing, be it a company, a product, a proposition, and idea, a thing, be it a company, a product, a proposition, and idea, a

method, or option, etc.method, or option, etc.Dr. Kailas GhodkeDr. Kailas Ghodke AIDA and Product OfferAIDA and Product Offer4040

Examples on How to asses of SWOT Examples on How to asses of SWOT analysisanalysis

1.1. A company (its position A company (its position

in the market, commercial in the market, commercial

viability, etc)viability, etc)

2.2. A method of sales A method of sales

distributiondistribution

3.3. A product or brandA product or brand

4.4. A business ideaA business idea

5.5. A opportunity to make an A opportunity to make an

acquisitionacquisition

1.1. A strategic option, such A strategic option, such

as entering a new market as entering a new market

or launching a new or launching a new

productproduct

2.2. A potential partnershipA potential partnership

3.3. Changing a supplierChanging a supplier

4.4. Outsourcing a service, Outsourcing a service,

activity or resourceactivity or resource

5.5. An investment An investment

opportunityopportunityDr. Kailas GhodkeDr. Kailas Ghodke AIDA and Product OfferAIDA and Product Offer4141

Translating SWOT issues into Translating SWOT issues into actionsactions

Albert Humphrey advocated that the six categories: Albert Humphrey advocated that the six categories:

1.1. Product (what are we selling?)Product (what are we selling?)

2.2. Process (how are we selling it?)Process (how are we selling it?)

3.3. Customer (to whom are we selling it?)Customer (to whom are we selling it?)

4.4. Distribution (how does it reach them?)Distribution (how does it reach them?)

5.5. Finance (what are the prices, costs and investments?)Finance (what are the prices, costs and investments?)

6.6. Administration (and how do we manage all this?)Administration (and how do we manage all this?)


Using SWOT Using SWOT Analysis Analysis

Whatever, SWOT essentially tells you what is good and Whatever, SWOT essentially tells you what is good and

bad about a business or a particular proposition. If it's a bad about a business or a particular proposition. If it's a

business, and the aim is to improve it, then work on business, and the aim is to improve it, then work on

translating each within one of the six categories into translating each within one of the six categories into

actions : actions :

StrengthsStrengths (Maintain, Build And Leverage) (Maintain, Build And Leverage)

OpportunitiesOpportunities (Prioritise And Optimise) (Prioritise And Optimise)

WeaknessesWeaknesses (Remedy Or Exit) (Remedy Or Exit)

ThreatsThreats (counter) (counter)


Using SWOT Using SWOT Analysis Analysis contdcontd..

SWOT Analysis depends from industry to industry, SWOT Analysis depends from industry to industry,

situation to situation and from one product to another situation to situation and from one product to another

product.product.

One shall list down SWOT according to ones situation and One shall list down SWOT according to ones situation and

needneed


Strength Strength

1.1. Advantages of Advantages of proposition? proposition?

2.2. Capabilities? Capabilities?

3.3. Competitive advantages? Competitive advantages?

4.4. USP's (unique selling USP's (unique selling points)? points)?

5.5. Resources, Assets, Resources, Assets, People? People?

6.6. Experience, knowledge, Experience, knowledge, data? data?

7.7. Financial reserves, likely Financial reserves, likely returns? returns?

8.8. Marketing - reach, Marketing - reach, distribution, awareness?distribution, awareness?

1.1. Innovative aspects? Innovative aspects?

2.2. Location and Location and geographical? geographical?

3.3. Price, value, quality? Price, value, quality?

4.4. Accreditations, Accreditations, qualifications, qualifications, certifications? certifications?

5.5. Processes, systems, IT, Processes, systems, IT, communications? communications?

6.6. Cultural, attitudinal, Cultural, attitudinal, behavioural? behavioural?

7.7. Management cover, Management cover, succession?succession?

8.8. Philosophy and values?Philosophy and values?


WeaknessWeakness

1.1. Disadvantages of Disadvantages of proposition? proposition?

2.2. Gaps in capabilities? Gaps in capabilities?

3.3. Lack of competitive Lack of competitive strength? strength?

4.4. Reputation, presence and Reputation, presence and reach? reach?

5.5. Financials? Financials?

6.6. Own known Own known vulnerabilities? vulnerabilities?

7.7. Timescales, deadlines and Timescales, deadlines and pressures? pressures?

8.8. Cashflow, start-up cash-Cashflow, start-up cash-drain? drain?

1.1. Continuity, supply chain Continuity, supply chain robustness? robustness?

2.2. Effects on core activities, Effects on core activities, distraction? distraction?

3.3. Reliability of data, plan Reliability of data, plan predictability? predictability?

4.4. Morale, commitment, Morale, commitment, leadership? leadership?

5.5. Accreditations, etc? Accreditations, etc?

6.6. Processes and systems, Processes and systems, etc? etc?

7.7. Management cover, Management cover, succession? succession?


OpportunityOpportunity

1.1. Market developments? Market developments?

2.2. Competitors' Competitors' vulnerabilities? vulnerabilities?

3.3. Industry or lifestyle Industry or lifestyle trends? trends?

4.4. Technology development Technology development and innovation? and innovation?

5.5. Global influences? Global influences?

6.6. New markets, vertical, New markets, vertical, horizontal? horizontal?

7.7. Niche target markets?Niche target markets?

8.8. Geographical, export, Geographical, export, import? import?

1.1. New USP's? New USP's?

2.2. Tactics: e.g., surprise, Tactics: e.g., surprise, major contracts? major contracts?

3.3. Business and product Business and product development? development?

4.4. Information and research? Information and research?

5.5. Partnerships, agencies, Partnerships, agencies, distribution? distribution?

6.6. Volumes, production, Volumes, production, economies? economies?

7.7. Seasonal, weather, fashion Seasonal, weather, fashion influences? influences?


ThreatThreat

1.1. Political effects? Political effects?

2.2. Legislative effects? Legislative effects?

3.3. Environmental effects? Environmental effects?

4.4. IT developments? IT developments?

5.5. Competitor intentions - Competitor intentions - various? various?

6.6. Market demand? Market demand?

7.7. New technologies, New technologies, services, ideas? services, ideas?

8.8. Vital contracts and Vital contracts and partners? partners?

1.1. Sustaining internal Sustaining internal capabilities? capabilities?

2.2. Obstacles faced? Obstacles faced?

3.3. Insurmountable Insurmountable weaknesses? weaknesses?

4.4. Loss of key staff? Loss of key staff?

5.5. Sustainable financial Sustainable financial backing? backing?

6.6. Economy - home, Economy - home, abroad? abroad?

7.7. Seasonality, weather Seasonality, weather effects? effects?


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