Business Ignition System
Trajection: Strategic Planning
Or
Picture Your Strategy
Jeryl Schreiner, D.Sc.
Co-founder, Idea Foundry
President, WillowRock, Inc.
jschreiner@willowrockinc.com
Method 1:
Business
Model
Strategy
Method 5:
Operations
Strategy
Picture
Your
Strategy
Process
Method 2:
Product
Strategy
Method 4:
Sales
Strategy
Method 3: Positioning
Strategy
Instructions
•
•
•
•
•
It is easiest to start with the Products/Services block. It is at the middle of the diagram because it is the core of your business, and you
start here because it is probably the most defined aspect.
o List any the major distinct products that you will sell when you launch. If your business is to sell a variety of goods in several
different ways you may want to use the method as the product type.
o List any services that you will provide when you launch.
Your next step is to think about what and who it takes to build your product and supply your services.
o What are the key capabilities of your company that make this product possible and different from similar products?
o What type of organizations will supply you with material goods or services?
o Think about other organizations that you will partner with because of synergies that will provide risk and reward to both entities.
o Think about what regulating dependencies your company must comply with to be successful in your industry i.e. standards, laws,
etc.
Next, think about your customer framework - in other words who are you selling to and how will sell to them.
o Describe your customers as a group i.e. parents, small businesses, etc. then further describe them to show that these are people
who have a need that your product uniquely addresses. i.e. middleclass parents who are computer novices
o Next, Think of who will be making sales to your customers. Will you have a direct sales force? Will you sell via online retailers like
Amazon or Café Express?
o To complete this section, think of who will distribute your product. Will you do it yourself? Will you have a warehouse that ships for
you?
The Last section it two-fold and portrays the financial cost and benefits between your operations and your product and between your
product and your customers.
o Describe all the costs that you will incur in producing your products and providing your services. I.e. Software development costs,
plastic molds, etc.
o The very last step is the major driver for being in business, how will you make money from your products and services?
After you’re done go back and look at the whole picture. Is it accurate? Is it effective? Does it need to be tweaked?
Your Business Model Diagram
Operations Framework
Value Framework
Customer Framework
Core Capabilities
Connection
Product
Dependencies
Core Functions
Target
Pricing
Service
Suppliers
Sales Channel
Costs
Revenues
Financial Framework
Copyright WillowRock, 2009
Your Product Roadmap Diagram
Copyright WillowRock, 2009
Your Market Position Diagram
Copyright WillowRock, 2009
Your Sales Process Chart
SOLUTION
SELLING SALES
PROCESS STEPS
CUSTOMER BUYING
PROCESS
SALES PROCESS
ACTIVITIES AND
MILESTONES
OUTCOMES/
GOALS
JOB AIDS
Phase 1
Prospecting
Phase 2
Phase 3
Qualifying
Proposal
Phase 4
Decision
Phase 5
Repeat Business
Your Operations Milestone Chart
0
Human
Resources
Financial
Product
Manufacturing
Sales &
Marketing
Administrative
Copyright WillowRock, 2009
2
4
6
8
10
12
14
16
18
20
22
24
26