Business Strategy

Take Your Business to the Next Level

Business Strategy

Far too many companies fail to achieve their growth targets in revenue and profitability. However, the probability of achieving profitable growth is heightened whenever an organization has a clear growth strategy and strong execution infrastructure. By combining customer behavior, desired results, and financial capacity, we develop workable solutions for every business model.

Believe in your dreams

Our team takes a deep dive into your company and we look at it from a purely objective standpoint. We fully dissect every part of your organization because we want to make sure you are using the resources needed to get the results you want. Our job is to make you stand out from the crowd and to grow your bottom line. Our people want to answer the question, “What makes you different from all the rest?” We will give you the final answer!

What makes you different from all the rest?

We will give you the final answer!

The Political Economy of Innovation:

Taking a Business from Concept to Reality

    1. 1. Conscientia Research • Pasadena, CA 1 Business Planning The Political Economy of Innovation: Concept to Formation to IPO
    2. 2. 4 Key Areas to Ponder • Creating a Mind Trust • The Politics of Innovation • The Limitations of the Business Community • The Limitations of the Entrepreneur Conscientia Research • Pasadena, CA 2 3. Mind Trust • Shared Investment • It is the link between economy and innovation • Middle Ground between Mind Trust and the Politics of Innovation • Education • Education: Secondary and Post Secondary • Support for Small Business of Start Up MBA • High School Acadamies Conscientia Research • Monrovia , CA 3
    3. 4. Political of Innovation • What governments do and don’t do • Policy Innovation • Creating Conditions Where Cream Rises to the Top • Competition • IP Streamlining Conscientia Research • Monrovia , CA 4
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5. Limitations of Business Community • Limits of Incubators and Accelerators (even Crowdsourcing) • Money is not going to solve any innovation of business problem • Business Community is full of Skeptics • Less Optimists Conscientia Research • Monrovia , CA 5

  1. 6. Limitations of Entrepreneurs • Sometimes Own-worst-enemies • Arrive at important business decisions by assumption • Do-it-All mentality • Doesn’t play to strengths • Don’t delegate • Cookie Cutter Solutions don’t always work • What works for others don’t always work for you Conscientia Research • Monrovia , CA 6
  2. 7. Limitations of Entrepreneurs • Serial SBIR/STTR Grant Recipients • Job security through grants • Will never grow out of the lab • Inability to Create a Compelling Business Case • Information Asymmetry • Sometimes business leaders don’t trust the data • Poor Reasoned Decision Making Conscientia Research • Monrovia , CA 7
  3. 8. There is a solution… “In preparing for battle, I have always found that plans are useless but planning is indispensable” –Dwight D. Eisenhower •A Small Investment in research and competitive analysis ($1000 – 4000) •Create Business and Commercialization Plans •Should be done early (Concept and Start-Up Phase) in a Company or Product Lifecycle •Updated Regularly Conscientia Research • Monrovia , CA 8
  4. 9. Conscientia Research • Monrovia , CA 9 Defining the Value of Market Intelligence  External: – Market Risk Mitigation – Market Risk Exposure Reduction – Leveraging knowledge against exigencies of the market and overall product performance – Reduces uncertainty  Internal: – Effective market benchmarking – Define Investment Opportunities – Support Strategic Partnerships; Understand Supply Chain – Support Financing – Support Go-To-Market Strategy – Understand Customers and Define Value
  5. 10. We live in a business world where… – The business environment is clouded with seemingly contradictory information – We are bombarded with new information constantly – We don’t always know what constitutes the right information…or how it effects how we make decisions – We need to stay current and informed about our direction – We lack the tools for information symmetry, to remain competitive – We need to plan ahead WE NEED INFORMATION Conscientia Research • Pasadena, CA 10
  6. 11. Information… • Reduces risk • Increases certainty • Is the creator of goals and objectives • Increases the ability to plan • …To execute • …To DECIDE Conscientia Research • Pasadena, CA 11
  7. 12. Conscientia Research • Monrovia , CA 12 Advantages of Professional Research Professional Research achieves:  Timely  Current  Consultative  Known, fixed budget. No added headcount.  Broad range of knowledge  Access to information on key markets  Knowledge of how to utilize information  Helps you make intelligent decisions quickly  Provides recommendations to help your business planning
  8. 13. Outcomes Matter • Information is important • Create models • Can justify and clarify goal setting • Determine realistic expectations • Mitigate hazards and barriers to growth • Use information to increase chances of success and beat the information asymmetry war • Better Outcomes = Better Payoffs Conscientia Research • Pasadena, CA 13
  9. 14. Preparation for the Entrepreneur • Keep accurate records of profit and loss • Get sales • Understand the some of the gaps and needs • Get a Professional to Conduct Research • Access to data beyond the internet • Used to making market intelligence assessments • Create modeling options • Business Planning • Make a list of Compromises • Consider Budget and Timetable Conscientia Research • Monrovia , CA 14
  10. 15. Thank you QUESTIONS? Conscientia Research • Monrovia , CA 15

The Essence of Decision

  1. 1. Conscientia Research • Pasadena, CA 1 THE ESSENCE OF DECISION How information can keep you competitive
  2. 2. …Ever wondered: – How some sports teams win consistently, while others languish at the bottom of a table? – How the worst house on the street can be sold for the highest price? – How price has everything to do with how much you pay? – Why outcomes matter? Conscientia Research • Pasadena, CA 2
  3. 3. “Decisions are necessarily a function of information” – Kenneth Arrow (Nobel Laureate, Economics 1972) “Strategy is a pattern in a stream of decisions” – Henry Mintzberg (1994) “Quality of decision making is reliant upon the knowledge workers access to good information – Peter Drucker (1955) “Know your enemy and know yourself, find naught in fear for 100 battles” – Sun Tzu (Military Strategist – 6th Century BC) “I have always found that plans are useless but planning is indispensable” – Dwight D. Eisenhower Conscientia Research • Pasadena, CA 3
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  1. 4. Strategy Conscientia Research • Pasadena, CA 4
  2. 5. The high level planning of goals and objectives under conditions of uncertainty and maintaining a position of advantage Conscientia Research • Pasadena, CA 5
  3. 6. Uncertainty…? Conscientia Research • Pasadena, CA 6
  4. 7. Conscientia Research • Pasadena, CA 7
  5. 8. Conscientia Research • Pasadena, CA 8
  6. 9. Conscientia Research • Pasadena, CA 9
  7. 10. What are the Top 5 Reasons Small Businesses Fail? • Unknown Market Clarity (Why, How, What, Where, When, Who) • Growth (Wrong geography; Too Quickly; Too Slowly) • Competitor Knowledge (Who are they and what are they doing?) • Organization (Poor planning; Operational inefficiencies; Poor accounting; Bad Management; Failure to delegate) • Failure of Market to React Conscientia Research • Pasadena, CA 10
  8. 11. We live in a business world where… – The business environment is clouded with seemingly contradictory information – We are bombarded with new information constantly – We don’t always know what constitutes the right information…or how it effects how we make decisions – We need to stay current and informed about our direction – We lack the tools for information symmetry, to remain competitive – We need to plan ahead WE NEED INFORMATION Conscientia Research • Pasadena, CA 11
  9. 12. Information… • Reduces risk • Increases certainty • Is the creator of goals and objectives • Increases the ability to plan • …To execute • …To DECIDE Conscientia Research • Pasadena, CA 12
  10. 13. Consumer Decision Making • Five Step Decision Making Process • Dependent values: how involved the consumer is in their commitment to the process • Corporations can manipulate the process at any stage Conscientia Research • Pasadena, CA 13
  11. 14. Conscientia Research • Pasadena, CA 14  Gala  Honey Crisp  Braeburn  MacIntosh  Fuji
  12. 15. Using Fallacy of Demand • Mostly consumers choose products based on value, quality and availability • Consumers get used to purchasing certain products at a certain price – Anchoring • Anchoring is how one associates value to an arbitrary product • Demand therefore can be easily manipulated and made false • The value of a product is related to how it is associated to supply and demand, and… • Demand is dependent upon supply and it is based on memory rather than preference Conscientia Research • Pasadena, CA 15
  13. 16. Bias • Corporations decision making invariably takes advantage of cognition, belief and confirmation biases • Think of the Brands as “proprietary antonyms” in common useage: • Kleenex (instead of tissue) • Q-Tip (Cotton swab) • Zipper (originally a brand by BF Goodrich) • Band-Aid (Elastic Plaster) • Champagne, Cheddar, Tequila Conscientia Research • Pasadena, CA 16
  14. 17. Word Use in Decision Making • “Climate Change” – 1972 paper; 1998 common usage • An analysis of the language used in real-estate ads shows that certain words are powerfully correlated with the final sale price of a house – Five of them have a strong positive correlation to the ultimate sales price, and five have a strong negative correlation • Common: Spacious, State-of-the-art, granite, charming, great neighborhood • Positive: Granite, State-of-the-art • Negative: Spacious, charming, great neighborhood Conscientia Research • Pasadena, CA 17
  15. 18. Do Top Football Teams Always Win? • 2009 Univ. Maryland study • Looked at top seeded teams expected to win 2006 World Cup • Top teams only have a 28% chance of winning • Why? What accounts for this? • Predictors… • Outcomes: 58% determined by goal order • Team 62% more likely to advance from deficit win • However: if first goal is scored later in the match, scoring team 80% more likely to win (RMC Kingston, ON 2009/McGill) Conscientia Research • Pasadena, CA 18
  16. 19. Outcomes Matter • Information is important • Create models • Can justify and clarify goal setting • Determine realistic expectations • Mitigate hazards and barriers to growth • Use information to increase chances of success and beat the information asymmetry war • Better Outcomes = Better Payoffs Conscientia Research • Pasadena, CA 19

How Can Research Improve My Business

  1. 1. Market Intelligence How Can Research Improve My Business?
  2. 2. So What is Market Intelligence? The Importance of Information “Knowledge is power” quot;Know thy enemy and know thyself, find naught in fear for 100 battles. Know thyself but not thy enemy, find level of loss and victory. Know thy enemy but not thyself, wallow in defeat every time.quot; Sun Tzu – 6th Century B.C.E.
  3. 3. So What is Market Intelligence? Systematic gathering, recording and analyzing of data about phenomena related to the marketing of goods and/or services American Marketing Association, 1995 Information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision making in determining market opportunity, market penetration strategy, and new market development metrics. Wikipedia – 2005
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  1. 1. Market Intelligence How Can Research Improve My Business?
  2. 2. So What is Market Intelligence? The Importance of Information “Knowledge is power” quot;Know thy enemy and know thyself, find naught in fear for 100 battles. Know thyself but not thy enemy, find level of loss and victory. Know thy enemy but not thyself, wallow in defeat every time.quot; Sun Tzu – 6th Century B.C.E.
  3. 3. So What is Market Intelligence? Systematic gathering, recording and analyzing of data about phenomena related to the marketing of goods and/or services American Marketing Association, 1995 Information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision making in determining market opportunity, market penetration strategy, and new market development metrics. Wikipedia – 2005
  4. 4. Signs You Need Market Research: Lots of ideas but need to coalesce and properly analyze information Information overload – lots of information to analyze Not enough experience in researching the market “Time is Money” – I don’t have the time and why do research when I can get someone else to do it faster and more effectively Resources – when the internet is just not enough! Need to do things right the first time!
  5. 5. What should I research? Current and Potential Customers • What kind of people are they? (What do they like?) • Where do they live? • Are they able to buy? – Will they? • Am I offering the right product? • Is my pricing consistent with what buyers value? • What do customers think of my business? • How do I compare with my competitors? • What are the avenues in the supply chain? • What is my market risk, penetration, returns? • Does my product have cross-over points with other sectors • What is the Regulatory Environment? • These questions formulate the “Intelligence Question” “THE WORKING BRIEF”
  6. 6. Defining Market Opportunities Much of business today is derived from a number of assumptions about the market and how it works These assumptions are arrived at through rumor, news articles, opinion Behavior – “This is how we’ve always done it” leverages experience but misses market changes
  7. 7. Defining Market Opportunities Launching a new service or product Raise awareness Product or service utilization Poor company/product reputation or image Problems with distribution Trends in the defined market Patterns of future trends
  8. 8. What to Consider: Professional research Timetable Budget Key and clear research brief objectives Selection of research types
  9. 9. Advantages of Professional Research and Analysis Timely Current Consultative Known, fixed budget. No added headcount. Broad range of knowledge Access to information on key markets Knowledge of how to utilize information Helps you make intelligent decisions quickly
  10. 10. How Conscientia Research can help your company Learn about market trends, and how to take advantage of those trends. Learn your competitors strengths and weaknesses. Find how regulatory and legislative issues can affect your business. Conscientia provides recommendations to help your business grow. Provides market intelligence and research Serves Small-Medium Size Businesses Utilizes rigorous and robust research methodology Fully customized approach Client references available