strategic community investment with steve guengrich
Post on 19-Oct-2014
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Strategic Community Investment
Steve Guengerich
Co-founder, Appconomy Managing Director, BroadBrush Ventures
What We Do
Location & context aware software for retail and other indoor applications
Marketing
A social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products (or services) of value with others.
Marketing Management
The process(es) of planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy individual and organizational objectives.
Marketing Communications (aka promotion)
• Advertising
• Public Relations
• Sales Promotion
• Personal Selling
See: www.PragmaticMarketing.com
See: www.PragmaticMarketing.com
Power
Organized
Money
Power
Organized
Money
Organized Money
Organized
People
Power
Organized
Money
Organized
People
Power
Organized
Money
Organized
People
Organized
Ideas
Culture
Beats
Strategy
Corporate Culture and Performance, John Kotter and James Heskett
Over an 11-year period leading up to the books’
publication, Kotter and Heskett found that the former (strong-culture companies) outperformed the latter by:
• Increasing revenues an avg. of 682% vs. 166%
• Expanding workforces by 282% vs. 36%
• Growing their stock prices by 901% vs. 74%
• Improving their net incomes by 756% vs. 1%
Great Culture
Company(ies)
Customers (Current + Prospects)
Stakeholders (Investors, neighbors,
“the public”)
Strategic Community Investment
Customers (Current + Prospects)
Stakeholders (Investors, neighbors,
“the public”)
Company(ies)
• School
• Clinic
• Museum
• Park
Community
• School
• Clinic
• Museum
• Park
Community Investment • More than $
• Researched
• Aligned
• ROI
• School
• Clinic
• Museum
• Park
Strategic Community Investment • More than $
• Researched
• Aligned
• ROI
• Long-term
• Differentiating
• Cultural
Strategic Community Investment = / Lean
Obstacles
• A distraction
• No money
• No time
• No skill
• Can’t measure
1. Know your mission
Answer these questions:
1. What do we do?
2. How do we do it?
3. Whom do we do it for?
4. What value are we
bringing?
2. Have a clear vision and communicate it
-Wall Street Journal – “the world's most influential business thinker” -Fortune magazine – “the world's leading expert on business strategy”
Remarkable contributions are typically spawned by a passionate commitment to transcendent values such as beauty, truth, wisdom, justice, charity, fidelity,
joy, courage and honor.
Remarkable contributions are typically spawned by a passionate commitment to transcendent values such as beauty, truth, wisdom, justice, charity, fidelity,
joy, courage and honor.
Great vision
Think Different
Just do it
Don’t be evil
truth
courage
justice
3. Motivate and empower
3. Motivate and empower
4. Then just do it
4. Then just do it
4. Then just do it
5. Pace yourself
Plan
Do
Review
Pick the right Strategic Community Investment?
Plan
Do
Review
Partner Choice?
Inputs: Partner Selection 1. mission statement
2. values
3. vision (if they have one)
4. most recent sales (or pre-revenue)
5. monthly sales (if any)
6. pro forma annual sales
7. company and individual names of board members / investors (if any)
8. company and individual names of 10 (or more?) largest current (and target) customers
9. company and individual names of largest current (and target) other creditors, like key suppliers, bank, etc.
10. industry they are in (SIC or other useful standardized category?)
11. sub-sector industry, if appropriate
12. top competitors (if any)
13. product(s) offered
14. service(s) offered
15. costs of products / services
16. company location(s)
17. employee location(s)
18. budget - monthly, annual
19. company cost of qualified lead acquisition
20. other company/workforce intangible(s) or preference(s)
A candle loses nothing
lighting another
candle.
- James Keller
Ways to contact me
Steve Guengerich Twitter: @sguengerich
Blog: www.Guengerich.com
LinkedIn: www.linkedin.com/in/guengerich
Thanks!