Bill Main, FCSI, CSP

Strategic Growth and Marketing Plans

Connect Brand Promise to Brand Delivery

by creating Brand Ambassadors

•  Recruiting… •  Motivating… •  Training… •  Measuring… •  Defining…

Overarching Enterprise Strategy:

Finding the ideal employee

Using core values alignment

Using 21st century methodology

Success through guest lifetime value (GLV)

Accountability through performance reviews and evaluations

How?

Are you opening your first location…or your fiftieth? Thinking about franchising? Looking for investors? Dreaming about retirement?

Strategic Growth Planning

Our process will help you achieve your goals by answering 3 simple questions:

•  Where Are You Today? •  Where Do You Want to Go? •  What’s the Best Way To Get There?

Our integrated series of internal and external surveys, analytical tools and data gathering methodologies will evaluate:

•  Current financial statements, profitability, measurement metrics and progress benchmarking •  Capabilities of your current management and leadership team •  Strengths, weaknesses, opportunities and threats of the company as a whole •  Current performance levels in key operational areas •  A baseline for collaboration with the shareholder team AND…

We work in conjunction with you to outline a plan that accurately assesses your company’s potential to achieve your goals and defines a realistic path to reach your potential. Your plan will include:

•  Financial models and projections for 3–5 year timelines •  Next generation strategies with measurable, prioritized goals •  Action Steps to most efficiently and effectively achieve your goals •  A Work Plan, including budget, timeline, roles and responsibilities to execute the Action Steps •  Protocols, systems and tools to monitor and measure incremental progress

…with this data in hand:

If you don’t know �where you’re going, �when you get there, �you’ll be lost.�

–Yogi Berra �

Together we will define:   A leadership model   Cultural awareness   Marketing differentiation   Guest service philosophy   Brand alignments

Future View Definitions Vision A concise word picture of the desired future state of the organization, which sets forth the overall direction for the organization, and is something to be pursued.

Mission An enduring statement of purpose... the reason for being... something to be accomplished.

Driving Force The management modes and behavioral mindset by which an organization functions, including suppliers, employees, stakeholders, shareholders, and customers.

Core Values Collective principles and ideals that guide the thoughts and actions of every individual or group within the organization. Values define the character of an organization... what it stands for.

Total Quality Management (TQM) Promise Your Brand Promise, simply and directly stated.

Brand Architecture Elaborative Brand Position Statement A written statement of who you are in the minds of the guests, with a sense of the guests' “vision.”

Brand Identity Statement Based on a consensus of leadership and stakeholders in the organization, it is a written statement describing who you are trying to be in the mind of the guest.

Brand Image Statement A written description of how you are perceived by your current customers, supported by consumer research.

Brand Personality A written description of the human characteristics of your brand.

Brand Archetype A universal and timeless story, “hardwired” into the psyche, that speaks to the feeling or intuitive side of the public. These stories provide a human context for a brand, and create an emotional affinity, allowing more rational arguments to be heard.

Unique Experience Propositions (UEP) List A list of at least 10 service, menu or concept characteristics that are different, better or special versus your competition.

Here is an example ~

Client Success Stories

Cindy Wanklin ~ Associate: cindy-wanklin@att.net

Bill Main: bill.main@sbcglobal.net

Phone: (925) – 283-1754

Mobile: (530) – 521-6100

Web: www.billmain.com www.profittools.com