Base Camp Map

Question - 5

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If you already have a logo just copy it to this location. If you do not yet have a logo copy an image that reflects your business or project idea

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When you do use a name investigate how you can project it with Intellectual Property e.g. Trade Name, Trademark etc. Also complete an online search to avoid conflict of interest or controversy. Any name must communicate what the business or project plan does. e.g. “Brewbaker” it is obvious what you sell Tea/Coffee and Confectionary

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The name of the person or team that are authoring this map.

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This is the date you start completing the map

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Maslow’s Hierarchy of Needs is a valuable reference point here. This is often referred to as why you exist, this provides you with focus ……. your destination. Requires clarity and simplicity use visual descriptors where possible. Pain is a highly unpleasant physical or mental sensation caused by an event, illness or injury. Problem is a matter or situation regarded as unwelcome or harmful and needing to be dealt with and overcome. A need requires (something that is a must-have) because it is essential or very important rather than just desirable or a symptom Or a combination of the above

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Always start with an action verb e.g. and try to use the minimum amount of words to describe the problem at this stage. One short sentence To feed the world’s population in an eco-friendly way. To make or provide the best (Category of product or service) in (Sector or geographical area). To catalogue knowledge for all to share. To discover the origins of all life.

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The differences can be Inventive i.e. New or original ideas, products or services e.g. The Electric Dynamo Plastic Telephone Innovative i.e. Make changes in something established, especially by introducing new methods, ideas, or products.e.g. iPhone Uber Amazon Revolutionary Overthrowing the status quo for an entirely new system…drastic, disruptive, far-reaching, momentous change. Dyson Hoovers The Battle Tank Electric cars Evolution to the gradual development of something. Updating technology is an evolutionary process.

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Remember focus first on those with the greatest pain, need or problem. For your Primary Market Segment i.e. those that will give the bulk of your sales and profit, they may account for 80+% of both. This is how you will measure the accuracy of your market research or marketing. Select the top three most pertinent ways to describe your primary market personas, who are they? Point 1 What age, occupation, social background, status, location (work and residential area type), education i.e Who are they? What’s their story? Point 2 What are they looking for in terms of their pain, need or problem? i.e. a solution but what type. What will motivate them to buy your proposed solution what are their goals? Point 3 In order or importance to them: How are they influenced in making their decisions? What are their behaviour traits, emotional sensitivities, psychographic profile, touchpoints for seeking information, political views, values insights, fears, and frustration with current solutions?

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Follow the samples and guidance from Question 8 Your secondary target market segment are those personas that are next most likely to need your solution because of their pain or problem. This group could account for up to 20+% of your business in terms of sales and profit

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Your final target market segment are those personas that are next most likely to need your solution because of their pain or problem. This group could account for up to <20% of your business in terms of sales and profit Follow the samples and guidance from Question 8

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The timeline for achieving your vision is often endless so the vision remains constant over time i.e. it is something you constantly strive for, reference, always getting closer but believing you will achieve your vision in or over time” Google “To create the world’s perfect search engine” McDonalds: “To be the best quick service restaurant experience” Ben and Jerry’s “To make the best possible ice cream, in the nicest possible way” N.A.S.A. To Explore the Universe and Search for Life and to Inspire the Next Generation of Explorers

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Explains what you do? It may be time-limited with a horizon that is short, within a year or over many years. The mission can be revisited, changed, updated as the need arises … this is called pivoting but your destination, your vision remains constant A mission statement provides the organization with a sense of direction and purpose. Without explicit purpose, any organization is doomed to performing its functions without any specific direction or goal in mind. Note the difference between the vision and vision statement of the named organistaions Google To organize the world's information and make it universally accessible and useful. Ben and Jerrys To make, distribute and sell the finest quality all-natural ice cream and related products in a wide variety of innovative flavours made from Vermont dairy products. To satisfy the world's appetite for good food, well served, at a price people can afford. McDonald's To satisfy the world's appetite for good food, well served, at a price people can afford. N.A.S.A. To pioneer the future in space exploration, scientific discovery and aeronautics research.

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Google Focus on the user and all else will follow. It’s best to do one thing really, really well. Fast is better than slow. Democracy on the web works. You don’t need to be at your desk to need an answer. You can make money without doing evil. There’s always more information out there. The need for information crosses all borders. You can be serious without a suit. Great just isn’t good enough. Ben and Jerry’s Ben & Jerry’s operates on a three-part value that aims to create linked prosperity for everyone that’s connected to our business: suppliers, employees, farmers, franchisees, customers, and neighbours alike. Our economic values asks us to manage our Company for sustainable financial growth. Our social values compels us to use our Company in innovative ways to make the world a better place. Our Product values drive us to make fantastic ice cream – for its own sake. McDonalds We place the customer experience at the core of all we do. We are committed to our people. We believe in the McDonald's System. We operate our business ethically. We give back to our communities. We grow our business profitably. We strive continually to improve. NASA We share a set of core values—safety, integrity, teamwork, excellence—and they are evident in all that we do. There are jobs and there are careers. But at NASA, our work is more than just a profession—it’s a lifelong pursuit, a passion—and a chance to change the history of humanity. For more than 50 years, NASA has been breaking barriers to achieve the seemingly impossible—from walking on the Moon to pushing the boundaries of human spaceflight farther than ever before.

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Benefits that help or improves (Pick the three most important to your customer) Less time spent No bending down Reduced bills Helps reduce asthma attacks Easy to assemble Flatpack Fast Pass

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Features (Pick the three most important to your customer) Superb power source Long length hose Efficient power supply Filtration system 7-year warranty Money-back guarantee

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Advantages (Pick the three most important to your customer) An advantage is a condition or circumstance that puts one in a favourable or superior position to the competition Our batteries last longer than any other. 9/10 people prefer our product We guarantee to match or be below competitors pricing Next day delivery Returns policy Privacy of your data Home delivery On line booking

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A strategy is a path to successfully achieve your goals Use this formula to answer all your goal setting. Goals must be S.M.A.R.T. Begin with : “To (action verb)……………………..”State the subject of the action or change and be specific: “…………………………………………….…..” Identify measurable standards: From a current level of ………………………… to………………………. Determine the time frame for completion: Starting on ………………. reviewed by (very important that you establish milestones, review dates)…………………completed by …………………….. You could start with “By………we will ………………………………………………………………… 1. Increase company sales by 25% by 2021. 2. Achieve a market share of 30% for Product C within 3 years of launch. 3. Increase the percentage of customers who rate service as "excellent" from 70% to 95% within 18 months. It is very important that you note the actions to be taken to achieve the stated goal and any third party help you may require Marketing Marketing goals are specific described in a marketing plan. These goals can be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used to measure marketing success. When explicitly set, measurable goals are key for marketers to be successful. o We need 20,000 visitors, 500 leads, and 12 customers within the next 12-months from our inbound marketing efforts in order to achieve our revenue goal of 600,000 from inbound marketing. o We would like to generate 2 customers from our current client list using email marketing. We would also like to add all qualified leads to our mailing list, allowing us to keep these leads warm for future sales. o We want to rank number one for the keyword term "widget consultant," since we estimate that it will generate 300 visitors to our website per month. Public Relations (PR) Public relations describe the actions a business or organization takes to shape perceptions of its brand and develop relationships with its customer base, target audience, partners, and other important stakeholders. Building Product Awareness. ... Creating Interest. ... Providing Information. ... Stimulating Demand. ... Reinforcing the Brand. Branding Acquisition goal. Acquire 50,000 new online customers this financial year at an average cost per acquisition (CPA) of £30 with an average profitability of £5 by 01/01/20xx Digital channel contribution goal. Achieve 10% online revenue contribution within two years. Conversion objective. Increase the average order value of online sales to £42 per customer within 6 months from …….. Generic method: By {insert day, month, year}, the {insert your organization’s name} marketing team will reach {insert number} {insert metric} every {insert time frame}.

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Refer to questions 17,18, and 19 for examples as to how to write SMART goals Improved Safety Performance. Any structured effort to improve operations should at a minimum not interject risk into the organization’s efforts to facilitate proper workplace safety. Increased Value Stream Productivity. The benefits of increased productivity can manifest as increased throughput, improved labor efficiency, or enhanced product/service flexibility (i.e., the ability to produce a wider array of products or provide a more diverse set of services). Improved Staffing Operational objectives in the human resources department help meet strategic goals such as improved recruiting, retention and labor cost management. An example of an operational objective to reduce labor costs is to improve scheduling. Improved Production Improving the operations of a production area is a common operational objective. Production areas include the factory of a manufacturer, kitchen of a restaurant or service area of a repair shop. Improving production includes increasing output, decreasing costs and raising quality. Improving quality as an operational objective helps improve sales, strengthen a brand and decrease returns and the costs associated with repairs and make-goods. Improved scheduling, new equipment and worker training are operational objectives that increase productivity and reduce costs. Increased Use of Information Technology If a business relies on its website and social media to sell its products, operational objectives will target ways to make it easier for customers to buy online and share information about the business at the best possible costs. Example may include: • Customer Service. Improve product knowledge to quickly find solutions to customer problems. ... • Coding. Increase productivity to release 7 story points per sprint. ... • Testing. Develop test cases that capture all potential production failures. ... • Communication. ... • Marketing. ...Customer Experience. .

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Refer to questions 17,18, and 19 for examples as to how to write SMART goals Examples of Strategic Objectives. For an objective to be quantifiable, it must reflect an amount of something. Strategic and operational planning most often uses time, hours, percentages, and numerical counts. Take the time to set realistic financial goals and monitor them to ensure that your business meets its potential. e.g. • Increased Sales /Revenue. One of the most obvious financial goals for any business is increased revenue. ... • Decreased Costs. ... • Improved Profit Margins. ... • Debt Service Management. ... • Cash Flow Planning. • Asset use • Capital Expenditure • Paying off debt. • Saving for retirement The Critical Financial Goals Greater Sales. Most businesses desire to increase their sales volume in some way. However, the organization can only increase sales volume if it can reliably meet the demand. Competitiveness. The ability to differentiate based on cost is critical to the success of most organizations. Improved Cash Position. The amount of capital that can be made available to drive business growth. T he same is true if the organization is able to increase inventory turns or shorten the cash-to-cash cycle time.

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A tactic is a tangible, specific task to get the job done These are the tactical goal’s you need to achieve over a twelve-month period to achieve your 3-year strategic goals People who write goals it is said are ten times more likely to achieve them than those that do not

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Refer to questions 17,18, and 19 for examples as to how to write SMART goals Tactics are the action taken to support the strategy. Simply put, strategy refers to the plan to achieve a goal while the tactic is how you execute the plan. Tactical goals are targets that are established quickly in response to real-world conditions as they occur. Example Throughout the year to have sufficient financial resources (€$£ …… ) to sustain operations and build reserves for the development of mission directed products and services and for surviving an economic downturn.

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Goal Examples “I Want To Increase My Profits” Specific: I will increase revenue while cutting down on expenditure. ... “I Want To Improve My Response Time to Customer Complaints” ... “I Want To Improve My Employee Retention” ... “I Want To Be More Efficient In My Business Operations” ... “I Want To Grow My Business Operation”

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Marketing Channel marketing activities include product training and marketing support material, such as advertising and direct marketing templates, brochures and point-of-sale material. Companies may also appoint a channel marketing manager to work with partners and help them develop sales. Examples would be Referral Programs. Earned Media and PR. Networking Events. Search Engine Marketing. Account Based Marketing (ABM) and Retargeting. Social Media Marketing. Search Engine Optimization. Customer Service. Lead Nurturing. Lead Conversion. Brand Awareness. Upsell. Loyalty. Public relations (PR) e.g. Planning publicity strategies and campaigns. Writing and producing presentations and press releases. Dealing with enquiries from the public, the press, and related organisations. Organising and attending promotional events such as press conferences, open days, exhibitions, tours and visits. Branding e.g. Plan, develop, and implement marketing strategies to increase brand equity and overall performance, which includes print, web, and social media campaigns.

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Improved Product/Service Quality. Improving the quality of your organization’s products and services can improve customer retention and brand loyalty metrics. And for certain industries, such as food & beverage or patient care, there are either significant regulatory or customer/patient consequences associated with sub-par product or service quality that require a persistent focus on continuous improvement.

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Small businesses are financial entities that must be fiscally self-sustaining to continue operating, at least in the long term. What you have to do day in day out. An example goal is to setup a semi-automated payroll system with direct deposit to ensure that employees are paid on time, without the manual check printing process Further issues Weekly sales targets Monthly closing cash balance Knowing and exceeding your break even Control labour costs in terms of hours worked Control waste or obsolescence Stock control and value Expenses and overheads cost control etc.

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Samples What issues would or could stop you from achieving your three-year strategic goals Examples of uncertainty-based risks include: • Damage by fire, flood or other natural disasters. • Unexpected financial loss due to an economic downturn, or bankruptcy of other businesses that owe you money. • Loss of important suppliers or customers. • A decrease in market share because new competitors or products enter the market. • Drought. pandemic, such as human influenza, swine flu or bird flu. • Environmental • Sustainability • Legal, such as insurance issues, resolving disputes, contractual breaches, non-compliance with regulations, and liabilities. Prepare a risk management plan 1. Identify risks. What are your risks and how likely are they to occur? ... 2. Minimise or eliminate risks. ... 3. Identify who has to do what should a disaster occur. ... 4. Determine and plan your recovery contingencies. ... 5. Communicate the plan to all the people it refers to. ... When you have identified the risks how will you respond to eliminate or mitigate the risk or risks you face. Consider the risk in the context of time and your investment

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One area that may involve operational risk is the maintenance of necessary systems and equipment. If two maintenance activities are required, but it is determined that only one can be afforded at the time, making the choice to perform one over the other alters the operational risk depending on which system is left in disrepair. If a system fails, the negative impact is associated directly with the operational risk. Examples of risks • Your financial targets, e.g., profitability, size and revenue growth? What values do we want to build and reinforce? • What markets do we choose? • How sensitive are our strategies, markets, earnings and cash flow to the occurrence of future events? • How risky are our tangible and intangible assets for creating value? • Future events could, if they occurred, affect our organization’s ability to achieve its objectives relating to quality, innovation, timeliness, safety, compliance, etc., and to execute its strategies successfully? • Which events would affect our market share? • How capable are you of responding to events beyond our control that may happen in the future? • Do you know what our expected returns are, as adjusted for risk? Do risk-adjusted returns vary by business unit? By major product? By geography? • Finally, if we decide to accept the exposures inherent in our business model that give rise to our existing risks, do we have sufficient capital to absorb significant unforeseen losses should they occur?

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Financial risk generally relates to the odds of losing money. The financial risk most commonly referred to is the possibility that a company's cash flow will prove inadequate to meet its obligations. , Examples: You need to consider a debtor defaulting on their debts to you, Credit Risk. The length of time it takes between when you pay and when you get paid Asset-backed risk Foreign investment risk Equity risk Currency risk Shocks to your cash flow plans i.e. Liquidity Recession Overtrading or under trading What current assets or even capital items can be converted into cash quickly and within what time frame

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