Case Study 11: The Business Development Machine
Challenge: The client had two opposing scenarios between their existing customers and new customers. With existing customers, the client’s win rate for new business was over 70%. However, with new customers, it was less than 25%. Generally, the client had a well-oiled production process that kept its existing customers satisfied and coming back for more. Therefore, the challenge was to focus on the client’s new customers and increase the win rate for new business to achieve significant revenue growth.
Intervention: Working together with the team, we put together an updated and customized business development process.
This included the following:
– Establishing a few key decision gates for new business opportunities that have an off-ramp if the odds of winning are not high enough
– Using checklists to define the information that should be gathered and reviewed for making bid-no-bid decisions and for determining the win strategy
In addition, we developed the client’s customer value proposition for that would compel new customers to select them over their competitors
Result: The results were seen early. By gathering specific information and using it to assess each new business opportunity, less time and resources were being wasted on new business that had a low probability of success. Better decisions are already being made that focus company resources on opportunities that can truly result in new business.
Case Study 10: The Business Growth Strategy
Challenge: The client had a successful business in their market niche – so successful that their market share was very high, leaving little room for growth. The challenge was for the client to grow the business outside of its traditional market niche.
Intervention: We developed a strategy for business growth. This included the development and incorporation of the fundamental elements to the business growth strategy. We focused on the following:
– Customer value proposition
– Strategic market trends, opportunities and competitors
– Strategic initiatives
– Strategic business approach for each functional area
Result: We identified ten strategic options. From the ten, we created tailored criteria to identify four priority strategic options. We then developed a high-level plan with activities and deadlines in pursuit of each of the strategic options. The client is now executing the customized strategy for growth.
Case Study 9: The Biggest Bid Ever
Challenge: The client is a successful global defence firm that had the opportunity to bid on the largest project in the company’s history. The company had been working on pursuing the project for five years and the time finally came to put together a major proposal worth $100s of millions. Should the client be awarded the bid, it would result in a winner-takes-all opportunity for which the winner would become the dominant player in the global market. The objective was to develop a winning proposal for the client.
Intervention: We developed a proposal plan to enable the company to develop a bid using their own internal expertise, as well as external help. The plan included the following:
– Bid team organization and responsibilities
– Decision gates and reviews
– Customer interface strategy
– Issues management
– Competitor analysis
– Bid structure
– Win themes
– Risk management
– Proposal review, assembly and delivery
Where expertise was not available in the company, we brought in and managed additional external help. The proposal plan was executed. During the final review, we identified weak areas. To address this, we put quick-hit expert resources in place.
Result: The proposal, amounting in the thousands of pages for a single copy, was submitted to the customer. The client regarded it as the best proposal they could have possibly produced for this project.
Case Study 8: Business Plan for Growth
Challenge: The client is a successful global defence firm that was seeking financing to continue its high-level growth into new geographic regions. As a result of entering these new markets the firm would also decrease its dependence on revenue from certain regions that possess volatile defence budgets. The challenge was to assist the client with developing a business plan to set out a path for growth and to attract investment.
Intervention: We reviewed the business plan with respect to its viability and probability of success.
Areas of review covered the following:
– Company strategy
– Market assessment
– Competitive analysis
– Products and services offered
– Activities and timing
– Revenue projections
– Risk management plan
Result: The review revealed that further work was needed in areas of the company’s vision, revenue projections, and risk analysis. Several editorial changes were recommended in order to clarify the messaging for the organization, and for potential investors.
Case Study 7: What’s behind getting ahead: Tactics for B2B meetings
Challenge: The client was facilitating meetings that were to take place between several companies and a major multinational OEM. The meetings represented a significant new business opportunity for the companies. However, the client (the facilitator) was concerned that some of the companies did not have the content and skills to make a good impression on the major OEM.
The objective was to help the companies prepare for the meetings. The ideal outcome was that the major OEM would be compelled to continue to advance the development of new business with the companies.
Intervention: We developed a webinar package that dealt with the challenges of entering an important B2B meeting. The package included information on the following:
– The context of the B2B meeting
– Defining the companies’ overall business objectives
– The objectives of the B2B meeting
– The objectives of the major OEM
– Assessment of fit
– Initial relationship building
– Bringing value
– Using case studies
– Showing what others say: using testimonials
Result: The live webinar was presented to the companies with a question and answer segment. The result was that performance of the companies within the B2B meetings was markedly improved.
Case Study 6: Red Team Review
Challenge: The client was submitting a proposal for a new project to an overseas customer under a competitive RFP process. The client faced the challenge of competing against strong competitors who were highly motivated to win. The proposal to the customer needed to convey that the offer the company provided was superior to its competitors.
Intervention: The Red Team review included a detailed review of key strategic elements of the proposal, covering the areas of:
– Corporate overview and experience
– Description of the solution offered
– Risk management planning
Result: Based on its proposal, the client was selected to move forward to the next phase of the customer’s selection process.
Case Study 5: The Power of the Network
Challenge: The client had a requirement to find several companies with complementary capabilities for a new project. The value in doing this for the client was high as it enabled them to achieve a significant amount of its Canadian Industrial and Regional Benefits (IRB), or offset, requirement. As well, it enabled the client to further its own technology development through the project team. The client did not have knowledge of, or access to, the type of companies that would be attracted to their project.
Intervention: We reviewed the benefits that would accrue to companies that became part of the project team. We reviewed past successes for similar applications. We developed criteria for selecting candidate companies. We then reviewed our database of companies and identified those that we believed would be interested in the project. We made personal contact with the companies through established personal relationships.
Result: The client received personal introductions to several companies who were interested in participating in the project team. Through further discussions, the client down-selected the companies to those who would be best suited for their project. The project is now on track to yield benefits to the client and to their project team companies.
Case Study 4: Strategy Development and the Tough Decisions
Challenge: The client had a solid business that was foreseeing a decline in 2-3 years with its current customer base. The client wanted to develop a strategy for business growth outside of its traditional market area. However, the company was owned and managed by partners who each had differing views of the future. The company was muddling along with expansion plans with each partner seeing the expansion happening in their own way. They weren’t aligned with their vision of the future and how to get there.
Intervention: We surveyed each of the partners and articulated their individual views of the future. We developed a model for the future and a framework strategy. There was disagreement amongst the partners on the fundamental aspects of the strategy that included vision and customer value proposition. Over the course of several months the client debated those issue and came to agreement.
Result: The client implemented its chosen strategy and no longer had the confusion of working under different strategic outlooks. The company grew its business and now has the opportunity for significant additional growth.
Case Study 3: Business Expansion into China
Challenge: The client was stagnant in its traditional markets of North America and Europe. But in China, the market for their products and services was booming. The client therefore set up operations there and soon after had the opportunity to land a contract that would serve as a leverage point into the Chinese aerospace industry. However, competitors also established footholds in China as well. The customer favoured one of the other competitors and we had one week to change the customer’s mind.
Intervention: We developed a team that consisted of Chinese and North American personnel that covered sales, product expertise, local knowledge, and North American aerospace industry expertise. We also established personal relationships and visited the customer and their advisors for a week-long review where we focused on the project, our experience, our successes, and our approach to performing the project.
Result: The client was awarded the project. The client was able to leverage this project into additional business in China.
Case Study 2: Award of a $225M Contract
Challenge: The client faced a highly competitive situation where contenders included companies with superior technical capabilities. The proposal requirement was expensive and daunting. The long-term nature of the contract and the cost of developing the proposal compelled all bidders to put their best foot forward – and then some.
Intervention: First, we prepared the business case for company investment in the capture activities. Over a six-year period we pursued the contract. We found innovative solutions to overcome our weak areas and used our strengths to further solidify our position. We struck teaming arrangements to improve our competitive position and the position of our team members. We conducted a competitive analysis on the expected win strategies of our competitors. We built a team of experts to come together to produce a winning proposal that numbered in the thousands of pages.
Result: The client was awarded a long-term contract valued at $225M. New jobs will be created. The client will develop new capabilities that can be leveraged into new business, both domestically and internationally.
Case Study 1: Pick the Winner and Drop the Rest
Challenge: The client had significant long-term contracts and good long-term relationships serving major prime contractors and government. However, they hadn’t won any new business in this sector in more than seven years and some of the existing contracts were due to run out. The client had a goal to grow this business sector.
Intervention: First, the full set of potential new business opportunities were identified. These were reviewed and analyzed in terms of having the best probability of success with the best return on business development investment. A Capture Plan was developed for each new business opportunity that appeared to have a good chance of success.
Result: One major new business opportunity stood out over the rest and was selected for active pursuit. The Capture Plan provided the client with an understanding of what it would take to win the new business and to allow the client proceed with this pursuit and drop the others. The decision enabled the organization to focus on investing in the best opportunity instead of wasting effort and resources on the others.