OUR ORGANISATION
Transforming The Way African Does Business
Growing Small
Businesses
The Critical Path way
and Remedies
Our World Leader-At Your Service…
David Abingdon, Founder of Alchemy International
David the founder of the Quantum Organization and Insurety PLC
leads Alchemy’s worldwide operations. He gained notability for
taking three organizations from zero to multi-million pound
ventures – each in less than 12 months using the Alchemy growth
methods.
For one of these organizations he made them a staggering £35
million and was paid a £1.27 million consultancy fee. David is also
regarded as a leading Business Development expert and has
written several proprietary publications. 1 of the business book is
called;‘Out of the Box Marketing’.
David has appeared in the BBC's ‘Money Programme’ and BBC
News. He has featured in the Guardian, Scotsman, Australian
Wealth Creator Magazine, Success Magazine and the Australian
Financial Review. He has also provided comment and articles to the
Sunday Times, Daily Express and Marketing Magazine.
Alchemy Nigeria Team Leader
Samuel Ajayi, POT Limited Chief Enlightenment Officer
Samuel leads POT Ltd. He has extensive business, marketing and
finance training including a post graduate training in Information
Management, Finance and Business Development in the UK.
He qualified as a Chartered Accountant in 1999 and has over 12
years post qualification experience within corporate Nigeria and the
UK. He started his corporate work career with CCHBC, a
multinational sales and marketing organization operating in 26
countries and Samuel was promoted 5 times within 6 years in a
company with over 8,700 employees within its Nigeria operation.
He is the founding CEO of The Treasure Place Ltd; a UK based
Training and Business Development organization.
Now at 39, Samuel has appeared on AIT popular Business Lunch
program on couple of occasions and also featured on the Lagos
Television Investment Café program severally. He has also provided
comment and full page interview in the Nigerian Guardian
newspaper and Westerner Magazine. He has also provided comment
and articles to the StockWatch weekly newspaper.
David O Aiyeola, Edufunfunds Ventures CEO
David Omololu Aiyeola is an award winning informational and
transformational reformer and a self-motivated team player, with a
passionate focus around Entrepreneurship (MSMEs start-up &
Business on the bubble), Marketing & Business Development, Public
Affairs, while promoting financial literacy among children and youths.
He was once the head of Projects, Public Affairs manager with
ZODML, a BRF & Lagos State Ministry of Education Back2Back
Awards winning NGO that specialize in establishment of Libraries.
www.zodml.org.
Currently he doubles as the Executive Secretary of NASME Lagos
and the Project Manager Nigeria, African Initiatives, Thinkroom
Consulting SA, Microsoft SME4Africa Programme.
A product of LEAP AFRICA/IYF Leadership Training Programme
2007, US Government /Microsoft Employability skill Training 2008,
FATE Foundation’s SAMSUNG Real Dreams Entrepreneur 1, 2009.
LEAP (Y.D.T.P) 2013, (Y.R.P) fellows Incubator Africa, 2014. Lagos
State/AGDC Ignite Ideas Entrepreneur 2015.
THE SPACE
SUCCESSORY PICTURES OF FACT
SUCCESSORY PICTURES OF FACT
SUCCESSORY PICTURES OF FACT
SUCCESSORY PICTURES OF FACT
SUCCESSORY PICTURES OF FACT
What are the
Challenges of growing
Small Businesses?
Why is it that 80% of
biz fails within their
1st 5 years?
A summary of the top five SME problems:
1. Lack of market research knowledge. (The idea that
everybody will love the product).
2. Access to finance problems/ Mismanagement
3. Enabling infra structure problem(virtual hubs,
power supply, good roads etc
4. Multiple Taxation problem
5. Incompetent Employees/ in experienced CEOs
THE REAL REASON
BUSINESSES
FAILS TO GROW IS BECAUSE
THEY RAN OUT OF CASH!
AND THEN THEY DIE!
1. They don’t have enough customers
coming in, doing business with them
2. They fail to attract enough prospects
3. They fail to convert them
4. Then they allow their current
customers to slip away from them to
their competitors.
87% of customers stopped
doing business and buying
from you not because they
die or find better price or
product, its because they
feel unloved!
Ways to grow your Business
1.
2.
3.
Start with a mission statement ‘ Lead
& Dominate’
Another way to grow your business is
for you the CEO to have a clear
understanding of your product and
services. What sort of Business are
you in? Accountant, Solicitor, Car
dealers, Hoteliers (Solutions Vs
Purpose of Biz) Everybody is in the
Sales and Marketing Business.
John Paul Getty : Said you look at
what your competitors are doing and
you do it differently and even better.
Let us march.
The
Starting
Point
The
End
Result
RPA
WHAT IS YOUR BUSINESS
GROWTH STRATEGY
Create & Pursue a
Business Growth
Strategy:
Market Share Vs
Wallet Share
STAKING OUT A VIVID
MARKET IDENTITY
•200 pupils x N166,667 per term = N100 million
•1,100 pupils x N30,300 per term = N100 million
Niche Your Business Beyond
100 Million Naira Mark
MARKETING
&
INNOVATION
Produce Result!
S
USE 7 STEPS TO
MAKING A SALE
CALCULATE CUSTOMER
LIFETIME VALUE
Customer is the Reason Why You’re
in Business.
What’s Their Worth to You?
WHAT IS THE ‘LIFETIME VALUE’
OF A CUSTOMER?
It is: The average purchase value,
Multiplied by: The average number of times
they buy in a year,
Multiplied by: The average number of years
they remain your customer,
PLUS: The monetary value of their referrals.
Customers are your most valuable asset. By knowing the ‘Lifetime Value’ of a
customer, you’ll know - through a simple scientific process - what you can afford
to spend to acquire a new customer as well as keep your existing customers.
USE NO LIMIT STRATEGIES
Now by just adding 5% to each key…
KEY 1
KEY 2
Number of
Leads
100
X
Per
Year
105
KEY 3
Conversion
Rate
30%
X
31.5%
= 33
X
KEY 6
+
10%
= N67,500
Annual
Gross Profit
10.5%
=N90,295
3
X
3.15
= 104
X
N50,000
Profit
Margin
= N4.5m
Gross
Revenue
N52,500
= N5.46m
15%
X
= N675,000
Gross Profit
X
15.75%
=N859,950
The Value of
Each Customer
Increases From
KEY 7
No. of
Referrals
+
KEY 5
Transaction
Value
= 90
Sales
= 30
Sales
X
KEY 4
No. Of
Transactions
Buying
Lifetime
= Total Annual
Profits
= N742,500
=
=
N950,245
X
6
=
Years
Lifetime
Value:
=
N4,455,000
X
6.3
=
N5,986,543
N44,550 to
N57,015
So
Just a 5%
increase in
each of the 7
Alchemy Keys
= 134.37%
overall
markup
THE ALCHEMY 7 GROWTH
MULTIPLIERS
Good
Better
Turning
Good to
Better
Building Your Business with
Alchemy 7 Growth Multipliers
Increasing Your Number Of
Leads
1
•
•
•
•
•
•
•
 Number
Of Leads
Host/Beneficiary
Relationship
Lumpy Mail
The Bait System
Professional
Affinities/Networking
Direct Mail
Referrals
Seminars
110 METHODS
RECOMMENDED
STRATEGY ONE
Host/Beneficiary
Relationship
Class Task:
Love Based Strategy
Step 1: Identify target
Step 2: Identify host
Step 3: Determine vacant space
Step 4: Determine record time
Step 5: Create loyalty coupon
RECOMMENDED
STRATEGY TWO
Organise Competition
Class Task:
Step 1: Identify target in large
nos
Step 2: Identify host
Step 3: Set rules
Step 4: Discuss with authority
Step 5: Issue scholarship/
Discount voucher
Building Your Business with
Alchemy 7 Growth Multipliers
Increasing Your Conversion
Rate
If you want to close more salesbecome a Welcome Guest
Marketer using the RIGHT:
M - Marketing Message
A - Audience
D - Delivery System
2
•
•
•
•
•
•
•
•
 Conversion
Rate
Niche Marketing
Position Marketing
Guarantees
Testimonials
Demonstration &
Site Tour
Follow Up
Give to Receive
Send a Gift Cheque
63 METHODS
RECOMMENDED
STRATEGY THREE
CREATE A CUSTOMER
FOCUSED USP
Identify the aspect of your service you want to focus on.
What makes you different from all the rest? How do you
stand out from the pack in a crowded field of competitors?
Class Work-Creation of
Irrestible Guarantee
What you’re prepared
to do to remove the
risk from your customers
so you can increase sales?
1. The “industry standard” discount
2. What my competitors do
3. What I am prepared to do
RECOMMENDED
STRATEGY FOUR
Offer An Irresistible
Guarantee/Testimonial
Offer an ironclad guarantee to eliminates the biggest fear
to making a buying decision, overcome buyer resistance,
and PROVE that what you’re selling is a great deal.
Class Work- Creation of USP
Service:
___________________________________________________
The top 3 reasons prospects buy this type of service:
___________________________________________________
___________________________________________________
___________________________________________________
The advantages this service has over others like it:
___________________________________________________
___________________________________________________
___________________________________________________
The services USP: Use this two sentence paragraph as a
template:
“You know how most similar services (do this) and leave
you with (a negative)? Well, this service does __________,
which means ______________ to you.”
Building Your Business with
Alchemy 7 Growth Multipliers
Increasing Your Number Of
Transactions
3
•
•
 Number Of
Transactions
•
•
Competition
Practice Customer
Differentiation
Use Bounce Back
Start a Specialty
Club
Gift Certificate
Sell the Experience
•
Create a Newsletter
•
•
55 METHODS
RECOMMENDED
STRATEGY FIVE
Workshops
Like a mini-seminar, a workshop can be an extremely good way
to garner many new clients while making money at the same
time. For example, a school can offer a workshop titled: “Winning Money Habits”
Building Your Business with
Alchemy 7 Growth Multipliers
Increasing Your Transaction
Value
4
•
•
•
•
•
•
•
•
 Transaction
Value
Raise Your Price
Back-End Sales
Down-Sell
Questionnaire
Instilling Trust
Sell Value Not Price
Consult For Your
Own Product
Use Element of Free
53 METHODS
RECOMMENDED
STRATEGY SIX
Start a
Specialty
Club
Building Your Business with
Alchemy 7 Growth Multipliers
Increasing Your Profit
Margin
5
•
•
•
•
•
 Profit
Margin
Systemization
Measure & Monitor
Fin Statement
Establish
Benchmark For
Future Plans
Budget Monthly
Buying Group
68 METHODS
RECOMMENDED
STRATEGY SEVEN
Sell a Gift Certificate
Inform your customers that your gift certificates will get them a 15
percent discount over a regular price for increased motivation.
RECOMMENDED
STRATEGY EIGHT
Improve Your Efficiency to Boost Your Profit
People, System, Service
Building Your Business with
Alchemy 7 Growth Multipliers
Increasing Your Number
Of Referrals
6
•
•
•
•
•
•
•
 Number Of
Referrals
Owe it to Others
Core Referrals Group
Referral Letters
Customer Appreciation
Day
Send Gift
Freebie for 9th
Customer
Up the Reward for Each
Referral
57 METHODS
RECOMMENDED
STRATEGY NINE
Organise Customer
Appreciation Day
Office Task:
Identify - Great Partners
Issue
- Cheques
Invite - Great Partners
Hold
- Banquet
Deliver - Great Gift
Request - Referral
Building Your Business with
Alchemy 7 Growth Multipliers
Increasing Your Customer
Buying Lifetime
7
•
•
•
•
•
 Buying
Lifetime
Excel at Customer
Service
Invite Them Back
Create Longetivity
Psychology
Customer
Appreciation
Contest
Invite Customer to
Buy Stock in You
38 METHODS