Breaking New Ground Practical strategies for
technology business growth
Prepared forITA Women’s Roundtable
26 October 2010
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The practical approach to what’s next.
To Get Started• Introductions
• Summarize your company strategy• Do you feel that your company is positioned for
growth?
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The practical approach to what’s next.
• How do you make sure you’re in the right place, at the right time, with the right capabilities?
• Topics:– Market Intelligence– Strategy Management– Execution Management
Overview
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The practical approach to what’s next.
“If you know yourself, but not the enemy — for every victory gained you will suffer one defeat!”
Sun Tzu, “The Art of War”
Alternate Professional Organizations Policy
We participate in Professional Organizations to make sure that nobody knows more about anything than we do, and that we find it out first. We strive for leadership positions in Professional Organizations so that we can make them do what WE want them to.
Market Intelligence
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Not just risk avoidance…
… but the ability to influence what happens in your space.
The practical approach to what’s next.
Or else!
Successful market intelligence means building a perspective on the future before it happens to you.
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The practical approach to what’s next.
How Does It Work?
Synthesize
Report
Integrate
Collect
• Web• Social Media• Feeds• Internal teams• External
networks• Etc.
• Senior Mgmt• Sales• Marketing• Product Mgmt• Etc.
• Summaries• Analyses• Recommendations• Etc.
• Email• In-person• Wikis• Libraries• Etc.
The practical approach to what’s next.
How Doesn’t It Work?
Synthesize
Report
Integrate
Collect
• Nobody has responsibility
• Everyone gets overwhelmed
• No one takes the time to digest the information
• Decision-making does not use the information
• Nobody has responsibility
• Everyone does it separately
• Reporting is not user friendly
• No one reads it
The practical approach to what’s next.
Report Insight
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1-1.5+ hours 2-3 minutes 1 second
The practical approach to what’s next.
Build A Perspective on the Future
•Processing power•Memory•Communications speed•Form factor•User interface•Availability of data and services
In the mid-90’s, NavTeq was monitoring the next developments in devices…
…And so was Steve Jobs.
The practical approach to what’s next.
Strategy
• What’s wrong with this picture?– Strategy is a
process, not a document
Strategy
The practical approach to what’s next.
Agility is Important!
http://www.uthango.org/news/1/31
The practical approach to what’s next.
Navigation Over Time…
Navteq partners with travel agents and car rental companies for printed routes
Turn by turn in-vehicle route guidance emerges and Navteq builds new partnerships and technologies to pioneer it.
Online route guidance and Personal Navigation Devices appear; new platforms, business models and partnerships are needed.
Nokia buys Navteq; Open Source Mapping becomes possible
The practical approach to what’s next.
Build Towards “Overnight” Success• Papa John’s pizza launched online ordering nationwide in 2001
• 2007-2008 was turning point– Domino’s and Pizza Hut went nationwide– Mobile and text ordering launched in 2007– Widgets arrived in 2008; iphone apps in 2009
• May 2008: Papa John’s recorded over a billion dollars in orders from their online/text ordering system since launch
The practical approach to what’s next.
• Key Challenges:– Alignment– Business Model– Scaling
Execution
And a miracle happens…
Strategy
The practical approach to what’s next.
Alignment: A Key Growth Engine• If you asked everyone on
your executive team what your strategy was, would they all agree?
• What’s the process for communicating those changes to the rest of the organization?
• Set the goal of “delight the consumer”
• Executives explained how each major department could contribute to the strategy
• Shortly, diverse teams were volunteering additional solutions
• Truck drivers became frontline market research team when they began reporting on conditions at the gas stations they serviced
Example from Kaplan and Norton “The Strategy Focused Organization”
The practical approach to what’s next.
Strategy Map
http://www.csus.edu/aba/destination2010/d2010.htm
The practical approach to what’s next.
Strategy Scorecard
http://www.hassoldps.com/products.htm
The practical approach to what’s next.
Telematics Value Ecosystem
Business Model• Do you have a business
model that works?
• How future-proof is it?
• Do you have the tools to allow “what if” and other analyses?
Tier One Suppliers – Hardware
Software Suppliers
Emergency Service Providers
Content Providers and Data Aggregators
Call Centers
Roadside Assistance Service Providers
Automated Service Interfaces
Telecommunications Providers
Automotive Manufacturers
The practical approach to what’s next.
Scaling• What are the key
growth milestones your organization faces?
• Have you projected how your people/ process/ technology will need to evolve?
• Is there a culture which supports graceful evolution?
“With 70 people the odds that two people are working on the same thing are probably pretty low. With 17,000, it’s almost a 100% that two or three people will be working on the same idea, or at least very similar ideas, at different parts of the organization… I’ve been really impressed with how Google has been able to scale, but inherently it has to change – just because there’s that coordination cost.”
– Bret Taylor, Friendfeed (former Google employee)
The practical approach to what’s next.
The more systematic and consistentthese processes are,
the more success follows
In Summary…• How do you make sure you’re in the right
place, at the right time, with the right capabilities?– Build and maintain a perspective on the future– Implement an ongoing strategy process to
leverage those insights– Ask the tough questions to enable effective
execution
The practical approach to what’s next.21
Valerie ShumanShuman Consulting Group, LLC
5141 Crain Street, Suite 300 Skokie, IL 60077
T: +1-312-072-0220E: [email protected]
Thank You!
