1. Strategic gameplan for SPG
Business Sharks Team
12 December 2011

2. Our team is chosen and trusted among others because of strong
personalities, diverse experience and portfolio of projects
Business
Sharks
Alex Sergey Alex Denis
MSU ‘12 MIREA ‘11 RBS, London ‘11 MSTU ‘11
Education Applied math Cybernetics Global Mgmt Engineering & Mgmt
Intern, BIG4 Audit 2.5Y IT consulting Intern, project-mgmt. 1.5Y IT consulting
2Y of teaching IT 1Y Mentoring in IT Organized logistics 2Y accounting
Experience 2Y of software dev. 1Y IT Support of Formula1 events 0.5Y retail sales
Executed Coached a winner of Participated in Team leader of McKinsey case
All-Russia applied logistics startup Russian student’s championship
projects research competition launch & growth society at Science-Po semifinalist
 Clearly understand
business situation
Strategic gameplan for SPG growth
Find real
drivers
Generate
bright ideas
Provide tailored
solutions
2

3. Agenda
Executive Summary
Our Approach
Detailed Recommendations
 Human capital
 Client relations
 Focus on practices
 Brand promotion
 Process excellence
 Geo expanding
 Partnership synergies
Implementation Plan & Risks
The Bonus
Strategic gameplan for SPG growth 3

4. Several interview sessions were conducted with SPG
employees, competitors & experts to collect essential facts
Interviewee Company Position
Idrisov Alexander SPG Managing partner
Modiano Philip SPG Partner
Chumak Sergey SPG Principal
Kudinova Veronika SPG Training specialist
Elena Chizhenkova SPG HR specialist
Evgeniy Top 3 Manager
Alexander Top 3 Manager
Andrey Top 3 SBA
Petr Top 3 SBA
Lev Vilyaev PwC Partner
Andrey Recruitment Manager
consulting
Strategic gameplan for SPG growth 4

5. SPG should raise human capital, dive into attractive industries,
promote brand actively, develop processes excellence, build
long-term client relations
Management goals Recommendations
By 2016 SPG plans to Raise To have the right people on the right projects
4
Human  Target hiring of experience staff
Capital  Significant increase of graduate hiring
Business Build long- To increase client satisfaction and retention
value term client  Deliver superior client service
relations  Focus on repeatable clients
To gain new projects & market reputation
Dive into
 Strong future focus on Operations practices
attractive
Leading  Retain current industry focus, develop Media and
industries
national Consumer Goods
strategist Promote To increase brand awareness & value
3
brand  Actively use promotion mix such as direct sales,
actively publications, pro-bono, events and advertising
Develop To deliver services in a highly efficient manner
Professional processes  Develop internal methodologies
staff excellence  Conduct internal optimization projects
Strategic gameplan for SPG growth 5

6. Process of finding right paths for growth is composed of 3
phases: problem analysis, initiatives development, synthesis
II. Initiatives development III. Recommendations
Develop Conduct Develop Create
Deep
growth risk implementation monitoring
analysis of
programs analysis plan activities
each area
Develop
success Current
matrix situation
analysis
I. Problem
Understand Build up Analysis
gaps future vision
* team analysis
Strategic gameplan for SPG growth 6

7. SPG success matrix helps to determine high value actions
in key areas of improvement
SPG
Human Brand Process
success Clients Practices Geo Synergies
capital power excellence
formula
 Find  Attract new
experienced clients focusing
# of teams
people on further
in firm  Increase client  Get projects in retention
 Hire whole
satisfaction and RB & Ukraine
teams  Establish PE
retention rate
 Consider fund with
 Offer trainings &
 Attract large opening local support of
MBA
clients offices SBRF & TD
 Hire brand name  Expand into  Develop existing &
Team cost people  Receive  Develop
feedback from cons.goods, create new Kazakhstan
per year media, methodologies
clients office
strengthen
 Improve long-  Expand knowledge  Compete for
positions in
term relations  Increase brand database large projects in
current
building industries awareness via  Run internal East
high effective projects focused on
 Strong focus on promo activities:
Utilization process
Operations direct sales, pro
rate optimization
 Involve experts bono, events,
with insights &
multinational publishing, ads.
experience  Develop
corporate culture
Costs to attract staff
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth 7

8. SPG should pay extra attention to its talent supply chain
processes
Hiring enough qualified personnel is a SPG should review its hiring
challenging task approach
 There is tough competition for staff between  SPG needs a few senior staff
consultancies
 SPG will experience high demand in
 SPG plans 3x bigger than now what means junior staff
bigger than McKinsey Role Focus
6 Partner level Selected practices
2 Manager level Efficient delivery track
+40%
Current staff in Russia, 2010 Proven experience
Consultants
27 Selected practices
10
150
6
Structured mindset
160 24 Fit into profession
90 Analysts
125 Enthusiasm
Motivation
65 75
45 55 60
30 40
Mon Booz Bain ATK RB BCG McK SPG 2012-2013 2014-2015
100 125 Staff to hire
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 8

9. SPG should actively attract & develop graduate hires to
support strategic growth
Brand Perception
 Faster promotion
 Lower salary than Top3
 Less prestigious than Top3
Recruiting
Communicate through the web
(e.g. Futuretoday.ru)
Development
Help & support case clubs in top
Weekend trainings universities(e.g. MSTU Bauman)
Qualified professional trainers Popularize consulting in regional
Connect with promotion universities
Conduct workshops at office site
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 9

10. To grow repeatable business SPG should increase client
satisfaction and retention by delivering superior client service
AS IS 2011 TO BE 2016
Try to engage every Focus on long-
single client term relations
• Spreading between clients • Focus on loyal clients
• Low activity in building long- • High retention rate
term client relations
 Repeatable contracts mean ↑margin If done well..
 More important & valuable projects  More money
Why to
 Easier to staff with recent hires  + Reputation
focus?
 Satisfied clients  Developed employees
 Lower risk exposure  References, leads
 Focus on clients with higher chance to return
 Interact with client at their site more often
How to?  Improve partner's & manager's skills
in client-relations building
 Use project feedback
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 10

11. Since last economic crisis SPG has changed its revenue
streams. It has focused on: manufacturing, gov., energy
$, MM
Practice 3Y diff.
18
16 4,1 4,7 Manufact. + 15%
14  SPG revenue came back to
12
pre-crisis level
3,6
3,3 4,3 Gov. + 19%
2,6
10 2,2
1,6  Only 3 industries have grown
8 2,2 more than pre-crisis level
2,5 3,9 3,4
Energy + 112%
1,2 4,2 &Mining
6
1,8 1,7 2 FMCG - 20%
 SPG restored losses by
4 3,4 1,3
2,3 1,1
1,4 Financial - 47% Gov. & energy practices
1,8 Services
2 1 1,3
1,9 2,7 1,8
1,2 1,4 TMT - 33%
0
2007 2008 2009 2010 2011
Total
12 18 11 13 18
revenue
SPG industry revenue decomposition
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 11

12. While retaining its current focus on manufacturing, gov. and
energy sectors, SPG should develop consumer goods & media
SPG should set up target mix of industries & practices to develop
High
Energy
Media Mining
Attractiveness for SPG
Manufacturing Consumer
Gov. Goods
Insurance
Banking
Utilities
Telecom/
Infocom
Healthcare
Airlines &
Transportation
Low High
Competition
 New customers should be targeted in selected industries.
 Experienced staff should be hired with selected industries background
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 12

13. To meet client’s needs SPG should develop operations
practice & build strong expertise in this field
AS IS 2011 TO BE 2016
Low focus on Ops Significant
projects revenue stream
• Over demanded on market • Competitive product
• Add-on for classic products • Standalone product
 Logically continue strategy project If done well..
Why to  Projects are more standardized  Chance to sell to current clients
expand  Close collaboration with client  Chance to develop recent hires
practice?  Results easy to be judged  Build relations and knowledge base
 More popular in crisis times  Client satisfaction, market reputation
 Sell project to current clients proactively
 Develop & spread around methodology
How to?
 Involve PROs with multinational experience
 Show deep knowledge of Russian specifics
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 13

14. To increase brand awareness among clients & potential hires
SPG should use balanced mix of direct sales, pro-bono,
publications, targeted events and Ads.
Covers target Assists in Proves the
audience collaboration expertise
Direct
1  Main focus for partners
sales
 Social impact consulting
Pro
2  Public health improvement
bono  Higher education development
Targeted  Industry forums, conferences
events 3  Workshops, case competitions
 Career fairs
 Industry’ pain-point reports
Insights
& 4  Interactive web solutions
Publications  Release business books
 High business concentrated areas
Ads 5  Top universities
 Case clubs
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 14

15. SPG should constantly continue optimizing overall internal
processes to deliver services In highly efficient manner
Strategy Corporate Service
Strategy Business Risk &
Performance Portfolio
Processes management planning Compliance
Management Management
Business Account Service Delivery Billing
Development management
& Sales
Core Lead-
-to-cash Business Development, Client Project & Engagement Management
Processes & Opportunity Management
Business & Service Management
Talent supply Strategic Operational
Recruiting & Training & Performance &
chain workforce workforce
On-boarding Development Compensation
Processes management management
Support Finance, Human Resources, IT, Subcontractor management, Procurement
Processes
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 15

16. SPG should use its capabilities in synergies with SBRF and
Troika to establish and develop PE fund and attract new clients
Sberbank Troika Dialog
Personal &
Retail IBD Corporate Asset IBD
alternative
banking products bank management products
investments
Attract new clients
 IPO pretenders
 Financing pretenders
 Target companies
Invest & Corporate
Pre-IPO Operations Strategy
Sell finance
Private Equity Strategy
Fund Partners Group
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 16

17. SPG can manage projects in RF from Moscow office while
developing Kazakhstan & considering expansion to UA & RB
Russia
Moscow Eastern
part of RF
RB
Ukraine Kazakhstan
Growing economies Growing consulting market Attractive native market
 Get projects  Develop existing business  Compete for large-value projects
 Consider new offices  Expand office  Manage projects from Moscow office
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth People Clients Practices Brand Processes Synergies Geography 17

18. Strategic initiatives in key areas should be aligned
between each other through the implementation roadmap
2012 2013 2014 2015
Actively focus on recruiting experienced staff
Develop the plan of
Actively recruit graduate staff
graduate recruitment
Determine prospective clients
(current & future) Build strong client relations to grow project retention
Publications, Insights & Ads
Special events, pro-bono
Develop Kazakhstan Try RB&UA expansion
Build Operations practice experience Grow number of Operations projects
Constantly work on internal process optimization
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth 18

19. During the strategic transformation SPG can face to numerous
risks and should provide risk mitigation activities
Risk Exposure Mitigation activities
Speed of changes will be not Constant monitoring of project KPI
enough to achieve goals
Loss of staff due to competitive Regular feedback collection from
response staff. Adaptive project booking.
After the growth SPG will be Strategy reactions adaptive to
destabilized situation
Significant loss in Gov. sector Not hesitate to shift people to
due to political crisis other practices/projects
Risk of new losses due to new Insure support from Sberbank.
economic crisis Repositioning of services
Unacceptably low margins after Focus on repeatable clients and
turnaround high-marginal products
* Case data, team analysis, interviews with partners & competitors
Strategic gameplan for SPG growth 19

20. Valuable information for consulting companies who want
to engage effectively with graduate students
Consulting- Case-interview Workshops, case- Web
related
activities
practice studies discussions
 5-20 experienced  10-30+ motivated  Active discussions
students gather & students share about career
Details practice cases in their experience opportunities
1-1 sessions & crack live
cases together
 Ilya Fomin, Partner,  Anton Domakhin,  www.Yuptalk.ru
HSE Case Club Initiative Founder, Multinational career
Contacts
MSU Open Case Club discussions in
• Koffein Café “Chekhovskaya”,
consulting, internship,
Strastnoy Boulevard, 6
IB, audit
(very experienced, on
weekends)
* team analysis
Strategic gameplan for SPG growth 20

21. Our team is chosen and trusted among others because of strong
personalities, diverse experience and portfolio of projects
Business
Sharks
Alex Sergey Alex Denis
MSU ‘12 MIREA ‘11 RBS, London ‘11 MSTU ‘11
Education Applied math Cybernetics Global Mgmt Engineering & Mgmt
Intern, BIG4 Audit 2.5Y IT consulting Intern, project-mgmt. 1.5Y IT consulting
2Y of teaching IT 1Y Mentoring in IT Organized logistics 2Y accounting
Experience 2Y of software dev. 1Y IT Support of Formula1 events 0.5Y retail sales
Executed Coached a winner of Participated in Team leader of McKinsey case
All-Russia applied logistics startup Russian student’s championship
projects research competition launch & growth society at Science-Po semifinalist
 Clearly understand
business situation
Strategic gameplan for SPG growth
Find real
drivers
Generate
bright ideas
Provide tailored
solutions
21