finding your next big growth idea
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Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Featuring: Kaihan KrippendorffBrought to you by
Finding Your Next Big Growth Idea
Photo: flickr user Francesca Guadagnini
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Kaihan Krippendorff
www.outthinker.com
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Webinar objectives
Learn what the “Resource Based View” (RBV) tells us about generating business growth.
Know the three places to look for adjacent growth opportunities.
Know the four factors that will determine if you idea will really provide a sustainable competitive advantage.
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
You Move Me
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
You Move Me
• 25 franchisees day 1• $17M in first calendar year
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Growth horizons
Core business: grow value, revenue, and margin
Adjacent: build and grow adjacent businesses
Options: create growth options
Visions: to guide the search for growth
Exits: business to close or sell
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Growth horizons
Core business: grow value, revenue, and margin
Adjacent: build and grow adjacent businesses
Options: create growth options
Today’s Focus
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
“The average company succeeds only 25% of the time in launching new initiatives.”
- “Growth Outside the Core” HBR, Chris Zook and James Allen
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
“Growth Outside the Core” HBR, Chris Zook and James Allen
“Companies that have hit upon a repeatable formula have success rates of twice that, and some drive their rates up to 80% or higher.”
-
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Resource Based View (RBV)
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
RBV
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Lock up resources
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Lock up resources
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Apple uses RBV
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Where to lookTangible
Intangible
Capabilities
Key components Raw materials Technology Equipment …
Brand reputation Employee engagement Customer loyalty IP …
Supply chain Management skill Specialty knowledge Production …
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Where to lookTangible
Intangible
Capabilities
Key components Raw materials Technology Equipment …
Brand reputation Employee engagement Customer loyalty IP …
Supply chain Management skill Specialty knowledge Production …
Inimitable
Valuable
Rare
To identify a valuable resource:
Non-substitutable
Source: Barney, 1991a, 1994, 2002
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
Breaking down You Move MeTangible
Intangible
Capabilities
Key components Raw materials Technology Equipment …
Brand reputation Employee engagement Customer loyalty IP …
Supply chain Management skill Specialty knowledge Production …
Inimitable
Valuable
Rare
To identify a valuable resource:
Non-substitutable
Source: Barney, 1991a, 1994, 2002
Call Center
Truck
Man
agem
ent
Happy/ Smiley workers
Franchisee
Relationships
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
What to do now
1. Inventory your unique resources• Tangible• Intangible• Capabilities
2. Assess which are truly defensible• Rare• Inimitable
3. Brainstorm ideas from those that are defensible• Valuable
4. Conduct a fact-based analysis to assess your potential competitive advantage• Rare• Inimitable• Non-substitutable• Valuable
5. Build a business case, test, launch, monitor, adjust
Shannon Wallis & Kaihan Krippendorff All Rights Reserved.
kaihan@outthinker.com www.outthinker.com @kaihan• Contact us to get
presentation• Sign up for newsletter• Access tools and videos• Contact us for more
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