logging in or signing up Becoming the Alpha Dog tbergy16 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 42 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: May 11, 2009 This Presentation is Public Favorites: 0 Presentation Description PowerPoint prepared for WPC 294. Comments Posting comment... Premium member Presentation Transcript Becoming the Alpha Dog : Becoming the Alpha Dog Inspired by “Alpha Dogs: How Your Small Business Can Become a Leader of the Pack” by Donna Fenn How to Become the “Alpha Dog” : How to Become the “Alpha Dog” (In close to 100 slides) How do you become the “Alpha Dog?” : How do you become the “Alpha Dog?” Well… : Well… This is how you DO NOT become the Alpha Dog… : This is how you DO NOT become the Alpha Dog… By creating the next big product : By creating the next big product Why? : Why? Others will find out about your product, swarm your territory, and create a cheap rip-off of all your hard work! : Others will find out about your product, swarm your territory, and create a cheap rip-off of all your hard work! So what SHOULD you do? : So what SHOULD you do? Find a product or service that needs improvement and improve upon it! : Find a product or service that needs improvement and improve upon it! Search the small business market for something that could be done better and be that person that makes it better : Search the small business market for something that could be done better and be that person that makes it better In essence, be that person that takes the good ideas and makes them better for your own profit… : In essence, be that person that takes the good ideas and makes them better for your own profit… Examples : Examples (Mentioned by Donna Fenn) Don’t be the inventor of the next and best designed glass sliding door… : Don’t be the inventor of the next and best designed glass sliding door… Be the person that… : Be the person that… Offers 24 hour glass sliding door repairs… : Offers 24 hour glass sliding door repairs… Uses the best IT systems to track efficiency… : Uses the best IT systems to track efficiency… Enacts the most efficient supply chain system to cut costs… : Enacts the most efficient supply chain system to cut costs… Emphasize the importance of marketing and promote the day lights out of your brand, product, and service! : Emphasize the importance of marketing and promote the day lights out of your brand, product, and service! Before you know it, you will be making the profit off of the idea that was improved by you! : Before you know it, you will be making the profit off of the idea that was improved by you! Okay, so without sounding like the best undercutter in town, who has taken this idea and used it for its own company? : Okay, so without sounding like the best undercutter in town, who has taken this idea and used it for its own company? Zane’s Cycles : Zane’s Cycles What did Zane’s do? : What did Zane’s do? Zane’s was not the first to sell bicycles! : Zane’s was not the first to sell bicycles! In fact, Zane’s and independent sellers sell bikes at $360 compared to bikes sold at a Wal-Mart or Toys “R” Us that can be priced at $70! : In fact, Zane’s and independent sellers sell bikes at $360 compared to bikes sold at a Wal-Mart or Toys “R” Us that can be priced at $70! So how can Zane’s sell these bikes at such a high margin? : So how can Zane’s sell these bikes at such a high margin? Is it due to the quality of the bikes? : Is it due to the quality of the bikes? No… Not necessarily… : No… Not necessarily… What does Zane’s do? : What does Zane’s do? Zane’s creates a culture and an experience when you shop for your bike. : Zane’s creates a culture and an experience when you shop for your bike. Zane’s makes it special for the father bringing his son in for his first two wheeler away from the training wheels… : Zane’s makes it special for the father bringing his son in for his first two wheeler away from the training wheels… Zane’s also provides the experience and advice for the seasoned rider looking to invest in a new $2,000 titanium cycle. : Zane’s also provides the experience and advice for the seasoned rider looking to invest in a new $2,000 titanium cycle. Zane’s is able to compete with these prices, even take a large market of the cycling industry, because its customers pay for this “Zane’s experience” : Zane’s is able to compete with these prices, even take a large market of the cycling industry, because its customers pay for this “Zane’s experience” So who else does this? : So who else does this? Howard Schultz : Howard Schultz If you don’t know Howard, let us look at his story… : If you don’t know Howard, let us look at his story… Howard started working for a coffee company back in the day… : Howard started working for a coffee company back in the day… It wasn’t until he took a trip to Italy and experienced the specialty coffee environment that was offered that he came up with the idea to start his own. : It wasn’t until he took a trip to Italy and experienced the specialty coffee environment that was offered that he came up with the idea to start his own. He came back to the U.S. with his idea to bring the specialty coffee industry to the States. : He came back to the U.S. with his idea to bring the specialty coffee industry to the States. The idea of higher costs and quality were frowned upon by his coffee employer and Howard started his own specialty coffee company that became known as… : The idea of higher costs and quality were frowned upon by his coffee employer and Howard started his own specialty coffee company that became known as… Starbucks : Starbucks But how did Starbucks take such control of the coffee/specialty coffee industry? : But how did Starbucks take such control of the coffee/specialty coffee industry? Coffee was not an innovative new idea… : Coffee was not an innovative new idea… In fact, specialty coffee, the quality coffee that Starbucks offers isn’t even new! : In fact, specialty coffee, the quality coffee that Starbucks offers isn’t even new! Howard brought the experience and culture of the coffee he had enjoyed in Italy back to the U.S. : Howard brought the experience and culture of the coffee he had enjoyed in Italy back to the U.S. He offered high quality coffee. : He offered high quality coffee. He offered a new, unique environment with music to set the mood and art displayed on the walls of each Starbucks shop. : He offered a new, unique environment with music to set the mood and art displayed on the walls of each Starbucks shop. He started employing college students to become his “baristas” : He started employing college students to become his “baristas” The “baristas” did not just sell your coffee, they knew everything about it! : The “baristas” did not just sell your coffee, they knew everything about it! By training the employees, offering quality coffee, and creating a unique environment, Starbucks blew up! : By training the employees, offering quality coffee, and creating a unique environment, Starbucks blew up! But in a good way… : But in a good way… Starbucks took over as the “Alpha Dogs” in the specialty coffee industry : Starbucks took over as the “Alpha Dogs” in the specialty coffee industry According to Donna Fenn, the same eight strategies product “Alpha Dogs” : According to Donna Fenn, the same eight strategies product “Alpha Dogs” They are: : They are: 1. Lead the Pack 2. Seduce Your Customers 3. Converting Your Employees to True Believers 4. Transforming with Technology 5. Staking a Hometown Claim 6. Innovating the Mundane 7. Market Your Brand Inside and Out 8. Building a Village 1. Lead the Pack : 1. Lead the Pack Lead the pack by making the product or service your target the best it can possibly be. : Lead the pack by making the product or service your target the best it can possibly be. 2. Seduce Your Customers : 2. Seduce Your Customers “Seduce” your customers by creating the best service or product, environment, and culture to shape the experience of your good or service. : “Seduce” your customers by creating the best service or product, environment, and culture to shape the experience of your good or service. 3. Converting Your Employees to Be True Believers : 3. Converting Your Employees to Be True Believers One of the most important strategies to implement and carry out the vision of the company through conveying the image and service offered by your company. : One of the most important strategies to implement and carry out the vision of the company through conveying the image and service offered by your company. 4. Transforming with Technology : 4. Transforming with Technology Stay on top of the technology and keep your information organized. Trendy and efficient technology pays off. : Stay on top of the technology and keep your information organized. Trendy and efficient technology pays off. 5. Staking a Hometown Claim : 5. Staking a Hometown Claim Claim your territory and keep those customers. Do not lose them to anyone else. Lifetime value offers extreme profitability to a company.80/20 Profit Principle – “80% of your revenue comes from 20% of your business customers.” : Claim your territory and keep those customers. Do not lose them to anyone else. Lifetime value offers extreme profitability to a company.80/20 Profit Principle – “80% of your revenue comes from 20% of your business customers.” 6. Innovating the Mundane : 6. Innovating the Mundane Keep the bland products and services interesting and make them cool! Consumers want to buy something cool, not something lame. : Keep the bland products and services interesting and make them cool! Consumers want to buy something cool, not something lame. 7. Market Your Brand Inside and Out : 7. Market Your Brand Inside and Out Lets see… Who else does this? : Lets see… Who else does this? Make your brand as recognizable as possible! : Make your brand as recognizable as possible! 8. Building a Village : 8. Building a Village Once you have established the identity of an “Alpha Dog”, build and fortify your company, brand, image, service, and product. Strengthen its credibility. : Once you have established the identity of an “Alpha Dog”, build and fortify your company, brand, image, service, and product. Strengthen its credibility. The following steps could take a small time player in the industry and make them the leader of the pack… : The following steps could take a small time player in the industry and make them the leader of the pack… The “Alpha Dog” : The “Alpha Dog” You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Becoming the Alpha Dog tbergy16 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 42 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: May 11, 2009 This Presentation is Public Favorites: 0 Presentation Description PowerPoint prepared for WPC 294. Comments Posting comment... Premium member Presentation Transcript Becoming the Alpha Dog : Becoming the Alpha Dog Inspired by “Alpha Dogs: How Your Small Business Can Become a Leader of the Pack” by Donna Fenn How to Become the “Alpha Dog” : How to Become the “Alpha Dog” (In close to 100 slides) How do you become the “Alpha Dog?” : How do you become the “Alpha Dog?” Well… : Well… This is how you DO NOT become the Alpha Dog… : This is how you DO NOT become the Alpha Dog… By creating the next big product : By creating the next big product Why? : Why? Others will find out about your product, swarm your territory, and create a cheap rip-off of all your hard work! : Others will find out about your product, swarm your territory, and create a cheap rip-off of all your hard work! So what SHOULD you do? : So what SHOULD you do? Find a product or service that needs improvement and improve upon it! : Find a product or service that needs improvement and improve upon it! Search the small business market for something that could be done better and be that person that makes it better : Search the small business market for something that could be done better and be that person that makes it better In essence, be that person that takes the good ideas and makes them better for your own profit… : In essence, be that person that takes the good ideas and makes them better for your own profit… Examples : Examples (Mentioned by Donna Fenn) Don’t be the inventor of the next and best designed glass sliding door… : Don’t be the inventor of the next and best designed glass sliding door… Be the person that… : Be the person that… Offers 24 hour glass sliding door repairs… : Offers 24 hour glass sliding door repairs… Uses the best IT systems to track efficiency… : Uses the best IT systems to track efficiency… Enacts the most efficient supply chain system to cut costs… : Enacts the most efficient supply chain system to cut costs… Emphasize the importance of marketing and promote the day lights out of your brand, product, and service! : Emphasize the importance of marketing and promote the day lights out of your brand, product, and service! Before you know it, you will be making the profit off of the idea that was improved by you! : Before you know it, you will be making the profit off of the idea that was improved by you! Okay, so without sounding like the best undercutter in town, who has taken this idea and used it for its own company? : Okay, so without sounding like the best undercutter in town, who has taken this idea and used it for its own company? Zane’s Cycles : Zane’s Cycles What did Zane’s do? : What did Zane’s do? Zane’s was not the first to sell bicycles! : Zane’s was not the first to sell bicycles! In fact, Zane’s and independent sellers sell bikes at $360 compared to bikes sold at a Wal-Mart or Toys “R” Us that can be priced at $70! : In fact, Zane’s and independent sellers sell bikes at $360 compared to bikes sold at a Wal-Mart or Toys “R” Us that can be priced at $70! So how can Zane’s sell these bikes at such a high margin? : So how can Zane’s sell these bikes at such a high margin? Is it due to the quality of the bikes? : Is it due to the quality of the bikes? No… Not necessarily… : No… Not necessarily… What does Zane’s do? : What does Zane’s do? Zane’s creates a culture and an experience when you shop for your bike. : Zane’s creates a culture and an experience when you shop for your bike. Zane’s makes it special for the father bringing his son in for his first two wheeler away from the training wheels… : Zane’s makes it special for the father bringing his son in for his first two wheeler away from the training wheels… Zane’s also provides the experience and advice for the seasoned rider looking to invest in a new $2,000 titanium cycle. : Zane’s also provides the experience and advice for the seasoned rider looking to invest in a new $2,000 titanium cycle. Zane’s is able to compete with these prices, even take a large market of the cycling industry, because its customers pay for this “Zane’s experience” : Zane’s is able to compete with these prices, even take a large market of the cycling industry, because its customers pay for this “Zane’s experience” So who else does this? : So who else does this? Howard Schultz : Howard Schultz If you don’t know Howard, let us look at his story… : If you don’t know Howard, let us look at his story… Howard started working for a coffee company back in the day… : Howard started working for a coffee company back in the day… It wasn’t until he took a trip to Italy and experienced the specialty coffee environment that was offered that he came up with the idea to start his own. : It wasn’t until he took a trip to Italy and experienced the specialty coffee environment that was offered that he came up with the idea to start his own. He came back to the U.S. with his idea to bring the specialty coffee industry to the States. : He came back to the U.S. with his idea to bring the specialty coffee industry to the States. The idea of higher costs and quality were frowned upon by his coffee employer and Howard started his own specialty coffee company that became known as… : The idea of higher costs and quality were frowned upon by his coffee employer and Howard started his own specialty coffee company that became known as… Starbucks : Starbucks But how did Starbucks take such control of the coffee/specialty coffee industry? : But how did Starbucks take such control of the coffee/specialty coffee industry? Coffee was not an innovative new idea… : Coffee was not an innovative new idea… In fact, specialty coffee, the quality coffee that Starbucks offers isn’t even new! : In fact, specialty coffee, the quality coffee that Starbucks offers isn’t even new! Howard brought the experience and culture of the coffee he had enjoyed in Italy back to the U.S. : Howard brought the experience and culture of the coffee he had enjoyed in Italy back to the U.S. He offered high quality coffee. : He offered high quality coffee. He offered a new, unique environment with music to set the mood and art displayed on the walls of each Starbucks shop. : He offered a new, unique environment with music to set the mood and art displayed on the walls of each Starbucks shop. He started employing college students to become his “baristas” : He started employing college students to become his “baristas” The “baristas” did not just sell your coffee, they knew everything about it! : The “baristas” did not just sell your coffee, they knew everything about it! By training the employees, offering quality coffee, and creating a unique environment, Starbucks blew up! : By training the employees, offering quality coffee, and creating a unique environment, Starbucks blew up! But in a good way… : But in a good way… Starbucks took over as the “Alpha Dogs” in the specialty coffee industry : Starbucks took over as the “Alpha Dogs” in the specialty coffee industry According to Donna Fenn, the same eight strategies product “Alpha Dogs” : According to Donna Fenn, the same eight strategies product “Alpha Dogs” They are: : They are: 1. Lead the Pack 2. Seduce Your Customers 3. Converting Your Employees to True Believers 4. Transforming with Technology 5. Staking a Hometown Claim 6. Innovating the Mundane 7. Market Your Brand Inside and Out 8. Building a Village 1. Lead the Pack : 1. Lead the Pack Lead the pack by making the product or service your target the best it can possibly be. : Lead the pack by making the product or service your target the best it can possibly be. 2. Seduce Your Customers : 2. Seduce Your Customers “Seduce” your customers by creating the best service or product, environment, and culture to shape the experience of your good or service. : “Seduce” your customers by creating the best service or product, environment, and culture to shape the experience of your good or service. 3. Converting Your Employees to Be True Believers : 3. Converting Your Employees to Be True Believers One of the most important strategies to implement and carry out the vision of the company through conveying the image and service offered by your company. : One of the most important strategies to implement and carry out the vision of the company through conveying the image and service offered by your company. 4. Transforming with Technology : 4. Transforming with Technology Stay on top of the technology and keep your information organized. Trendy and efficient technology pays off. : Stay on top of the technology and keep your information organized. Trendy and efficient technology pays off. 5. Staking a Hometown Claim : 5. Staking a Hometown Claim Claim your territory and keep those customers. Do not lose them to anyone else. Lifetime value offers extreme profitability to a company.80/20 Profit Principle – “80% of your revenue comes from 20% of your business customers.” : Claim your territory and keep those customers. Do not lose them to anyone else. Lifetime value offers extreme profitability to a company.80/20 Profit Principle – “80% of your revenue comes from 20% of your business customers.” 6. Innovating the Mundane : 6. Innovating the Mundane Keep the bland products and services interesting and make them cool! Consumers want to buy something cool, not something lame. : Keep the bland products and services interesting and make them cool! Consumers want to buy something cool, not something lame. 7. Market Your Brand Inside and Out : 7. Market Your Brand Inside and Out Lets see… Who else does this? : Lets see… Who else does this? Make your brand as recognizable as possible! : Make your brand as recognizable as possible! 8. Building a Village : 8. Building a Village Once you have established the identity of an “Alpha Dog”, build and fortify your company, brand, image, service, and product. Strengthen its credibility. : Once you have established the identity of an “Alpha Dog”, build and fortify your company, brand, image, service, and product. Strengthen its credibility. The following steps could take a small time player in the industry and make them the leader of the pack… : The following steps could take a small time player in the industry and make them the leader of the pack… The “Alpha Dog” : The “Alpha Dog”