1

THE BASICS OF BUSINESS DEVELOPMENT

General Guide To Business Development

By: Moatasem Mabrouk2015

2

CONTENT

Introduction

Definitions

Terms

Business Process Management

Business Process Modeling

Sales vs. Business Development

Business Development Strategies [Growth Strategies]

TIPS on How Will You Grow?

References

3

INTRODUCTION

Business Development (BD) Defined as the tasks and processes concerning analytical preparation of potential growth opportunities, and the support and monitoring of the implementation of growth opportunities, but does not include decisions on strategy and implementation of growth opportunities.

Recent systematic researches on the subject has outlined the contours of an emerging business development function with a unique role in the innovation management process.

Business development is the business unit within an organization that works to create long term growth and profitability through three main activities. These activities include, but are not limited to, creating meaningful partnerships, establishing business in new markets and increasing the value of a current customer base.

Business Development, is a mix of sales, marketing, negotiations, networking, project management and contract review.

4

DEFINITIONS

Business is an organization involved in the trade of goods, services, or both to consumers.

Management The efficient and effective operation of a business, and study of this subject, is called management.

Entrepreneurship is the process of starting a business, a startup company or other organization. The entrepreneur develops a business plan, acquires the human and other required resources, and is fully responsible for its success or failure.

Entrepreneur is a loanword from French. It is defined as an individual who organizes or operates a business or businesses.

Entrepreneurship Ecosystem, refers to the elements outside the individual entrepreneur that are conducive to, or inhibitive of, the

choice of a person to become an entrepreneur, or the probabilities of his or her success following launch.

Stakeholders are any entity that has an interest, actually or potentially, in there being more entrepreneurship in the region.

Business Administration is the process of managing a business or non-profit organization, so that it remains stable and continues to grow. The administration of a business includes the performance or management of business operations and decision making as well as the efficient organization of people and other resources to direct activities toward common goals and objectives.

Business Opportunity is a packaged business investment that allows the buyer to begin a business. 

5

TERMS

BD – Business Development

CRM – Customer Relationship Management

MI – Management Information

BPM – Business Process Management / Business Process Modeling

6

BUSINESS PROCESS MANAGEMENTBUSINESS PROCESS MANAGEMENT LIFE CYCLE

Business Prospective

Design

Modeling

Execution

Monitoring

Optimization

Quality Management Prospective

Plan

DoCheck

Act

Continual Improvement

7

BUSINESS PROCESS MODELING

Business process modeling (BPM): in systems engineering is the activity of representing processes of an enterprise, so that the current process may be analyzed or improved. BPM is typically performed by business analysts, who provide expertise in the modeling discipline; by subject matter experts, who have specialized knowledge of the processes being modeled; or more commonly by a team comprising both. The business objective is often to increase process speed or reduce cycle time; to increase quality; or to reduce costs, such as labor, materials, scrap, or capital costs.

8

SALES VS. BUSINESS DEVELOPMENT

Business Development

works to produce long-term growth and profitability using three primary activities. They consist of, but are not necessarily limited to, establishing business in new markets, generating significant partnerships, and improving the current customer base.

Successful business development involves a mix of negotiations, marketing, project management, sales, networking, and reviewing contracts.

Essentially, business development determines how much a business will grow, where that growth will come from, and what approach is needed to attain that growth.

Sales Development

is the formalization of how a sales team influences customers with their services and products.

This includes ensuring the method used to contact prospective clients or customers is effective and cost-efficient for producing long-term clients or customers.

In simple terms, sales development is responsible for creating a relationship with customers in order to align them with your products or services.

9

SALES VS. BUSINESS DEVELOPMENT

Sales Development

Customer

Customer

Customer

Customer

Business Development

Partner

• Customer• Customer

Partner

• Customer• Customer

Partner

• Customer• Customer

Partner

• Customer• Customer

10

SALES VS. BUSINESS DEVELOPMENT

Business Development Strategies and Goals

Essentially, when developing a business strategy, it is important to remember that the primary goal is to build partnerships that allow leverage for driving revenue. In effect, it should thoroughly explain the company’s short-term and long-term goals and how they can be achieved.

Additionally, it should include a description of the company, management organization chart, an explanation of your services or products, a look at the market and your competitors, financial information, and a marketing and sales plan.

Goals commonly seen in business development plan include new user

acquisition, brand placement, brand awareness, and market expansion.

Sales Development Strategies

When developing a sales strategy, there are several important elements to consider.

Firstly, it is important to determine whether your company can execute the plan independently, how much it will cost to execute, how long it will take to see results, whether or not you have the necessary resources, and how the results can be measured.

Keep in mind that the main function of sales is to sell directly to the customer.

Therefore, your goal is to close as many sales as possible.

11

SALES VS. BUSINESS DEVELOPMENT

How Business Development & Sales Intersect

While business development is the creation, focus, and measurement of a plan, sales development involves the actual execution. Business development works with partners to sell to customers in a way that can be measured, whereas sales are simply the process of converting leads into customers.

In order for a company to have high sales, it is imperative that your business development plan be well written and implemented.

In summary, business development requires a thorough examination of your current target market and sales channels, in an effort to reach new partners and customers. However, sales development is the act of closing a sale.

While a good business development strategy is essential to effective sales development, it’s important to remember the distinction between the two.

12

Quotes

Most Businesses Start Small And Stay There,

Staying Small Doesn't Necessarily Guarantee Business's Survival,

There Are Examples Of Companies Out There That Have Successfully Made The Transition From Start-up To Small Business To Fully-thriving Large Business,

Keith McFarland, an entrepreneur and former Inc. 500 CEO said “There has always been lots of books out there on how to run a big company but I couldn't find one about how to maintain fast-growth over the long-term. So I studied the companies who had done it to learn their lessons."

13

GROWTH STRATEGIES

Growth Strate

gy

Intensive

Integrative

Diversification

14

GROWTH STRATEGIES

Intensive Growth Strategies

Part of getting from A to B, then, is to put together a growth strategy that, brings the most results from the least amount of risk and effort. Growth strategies resemble a kind of ladder, where lower-level rungs present less risk but maybe less quick-growth impact. The bottom line for small businesses, especially start-ups, is to focus on those strategies that are at the lowest rungs of the ladder and then gradually move your way up as needed. Each new rung brings more opportunities for fast growth, but also more risk. They are:

1.Market Penetration. The least risky growth strategy for any business is to simply sell more of its current product to its current customers.

2.Market Development. The next rung up the ladder is to devise a way to sell more of your current product to an adjacent market.

3.Alternative Channels. This growth strategy involves pursuing customers in a different way such as, for example, selling your products online.

4.Product Development. A classic strategy, it involves developing new products to sell to your existing customers as well as to new ones. Selling new products to existing customers is far less risky than having to learn a new product and market at the same time.

5.New Products for New Customers. Sometimes, market conditions dictate that you must create new products for new customers, as Polaris, the recreational vehicle manufacturer in Minneapolis found out. For years, the company produced only snowmobiles. Then, after several mild winters, the company was in dire straits. Fortunately, it developed a wildly-successful series of four-wheel all-terrain vehicles. the iPhone has had a similar impact; once customers began to enjoy the look and feel of the product's interface, they opened themselves up to buying other Apple products.

Choosing to follow one of the Intensive Growth Strategies, should be ideally by taking only one step up the ladder at a time, since each step brings risk, uncertainty, and effort.

15

GROWTH STRATEGIES

Integrative Growth Strategies

After exhausted all steps along the Intensive Growth Strategy path, consider growth through acquisition or Integrative Growth Strategies can be considered. The problem is that some 75% of all acquisitions fail to deliver on the value or efficiencies that were predicted for them. In some cases, a merger can end in total disaster, as in the case of the AOL-Time Warner deal. Nevertheless, there are three viable alternatives when it comes to an implementing an Integrative Growth Strategy. They are:

1.Horizontal. This growth strategy would involve buying a competing business or businesses. Employing such a strategy not only adds to your company's growth, it also eliminates another barrier standing in your way of future growth, a real or potential competitor.

2.Backward. A backward integrative growth strategy would involve buying one of your suppliers as a way to better control your supply chain. Doing so could help developing new products faster and potentially more cheaply. For instance, Fastenal, a company based in Winona, Minnesota that sells nuts and bolts (among other things), made the decision to acquire several tool and die makers as a way to introduce custom-part manufacturing capabilities to its larger clients.

3.Forward. Acquisitions can also be focused on buying component companies that are part of company’s distribution chain. For instance, a garment manufacturer like Chicos, which is based in Fort Myers, Florida, could begin buying up retail stores as a means to pushing their product at the expense of your competition.

16

GROWTH STRATEGIES

Diversification Growth Strategies

Another category of growth strategies that was popular in the 50’s and 60’s and is used far less often today is something called diversification where you grow your company by buying another company that is completely unrelated to current business.

Massive conglomerates such as General Electric are essentially holding companies for a diverse range of businesses based solely on their financial performance.

That's how GE could have a nuclear power division, a railcar manufacturing division and a financial services division all under the letterhead of a single company. This kind of growth strategy tends to be fraught with risk and problems, and is rarely considered viable these days.

17

TIPS ON HOW WILL YOU GROW?

Growth strategies are never pursued in a vacuum, and being willing to change course in response to feedback from the market is as important as implementing a strategy in a single-minded way.

Too often, companies take a year to develop a strategy and, by the time they're ready to implement it, the market has changed on them. That's why, when putting together a growth strategy, companies should think in just 90 chunks, a process called a Rapid Enterprise Design.

Sometimes the best approach is to take it one rung at a time.

18

THANK YOU …

References

Handbook of Research on Techno-Entrepreneurship: How Technology and Entrepreneurship are Shaping the Development of Industries and Companies

The Palgrave Encyclopedia of Strategic Management (2014)

Business development capabilities in information technology SMEs in a regional economy: An exploratory study.

Human Interaction: The Missing Link in BPM (Part I)

Coupling BPM with Six Sigma

Business Process Optimization

Business process management (BPM)

Business Process Management (BPM) Service Pattern

1st International Workshop on Business Process Management in the Cloud

Difference Between Sales and Business Development

How to Develop a Business Growth Strategy

The Basics of Business Development