ROADMAP for SUCCESS

This program was prepared and is
ENTREPRENEUR LLC TM
presented by Entrepreneur Success
Success Strategies Strategies, LLC. The program and
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Presents and can not be reproduced in whole
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A Workshop written consent of Entrepreneur
Success Strategies, LLC.

ROADMAP The principles and concepts
presented in this program have
for produced performance
improvements in actual businesses.
SUCCESS While we can not guarantee results,
….. you too can achieve improved
Jon Slaybaugh, Author
business performance. Actual
results achieved in your business
will depend on your application of
and commitment to the principles
and concepts presented, and how
Entrepreneur Success Strategies LLC you manage the non-strategic
is an Ohio company.
business elements.
1
Copyright © 2006-2009 Entrepreneur Success Strategies LLC. All rights reserved.

ROADMAP for SUCCESS
Here are the Chapters contained in
Workshop Chapters the CD Workshop. The same
chapters are contained in the DVD
• Introduction Video Workshop. Each chapter that
• Pricing is underlined has a corresponding
• Vision Workbook section. You can go
• Mission through the program chapter by
• Time Based Competition chapter, or go back to any chapter
• Strategy & Value Creation for review and to reinforce learning.
• Product Definition
• Market Niche Definition This free introduction file gives you
• Competitive Positioning the principles for success …..
• Unique Selling Proposition The WHAT to do and HOW to do it!
• Marketing Plan
By purchasing the complete DVD or
CD ROM programs, you will get a
Underlined chapters have a workbook
sheet to complete. detailed, step-by-step program,
leading you through how to apply
these principles.

2

Throughout the program, we use the
term ―customers‖; this is the same as
Customers, ―constituents‖ or ―clients‖. Here, we
are talking about WHO you provide
Clients your product to – the recipients of
and your services.

Constituents Here is another definition of terms
used in the program. ―Product‖
applies whether you produce and/or
sell a good or a service. ―Product‖ is
what you provide your customers;
―Service‖ is how you go about
Products delivering that ―product‖ to them.

and While the focus of the dialog may
seem like it is aimed at ―Businesses‖,
Services the concepts are applicable to any
organization, whether ―for profit‖ or
―non-profit‖, so long as you rely on
customers or constituents for your
success.

First let’s tall about Marketing. You
―…Marketing … is a total will find this same thought in the
business philosophy aimed Market Niche Chapter. It is important
at improving profit to understand it now, because it is an
underpinning for the multi-focused
performance by identifying approach used in the program.
the needs of each key
customer group and then Marketing is not the advertising and
promotion activity of your business or
designing and producing a organization.
product or service package
that will enable the To the left is a definition that I like.
This definition can apply to any
company to serve selected organization, whether ―for profit‖ or
customer groups or ―non-profit‖. All have a need to
segments more effectively improve performance, however
performance is measured.
than it’s competition.‖
Source: Managerial Marketing: Advertising and Promotion is only a
The Ultimate Advantage tactic used to accomplish your
B. Charles Ames & James D. Hlavacek
Marketing Strategy.


Most resources for entrepreneur
business planning focus around the
―mechanics‖ of writing a Business
This program will help Plan. Unfortunately, the best written
you to….. business plan, if written around the
wrong strategy and underlying
assumptions, will likely lead to

Think
disappointment.

This program gives you an
Entrepreneurially ―analytical‖ approach to step by step
develop a winning strategy, with well
thought out assumptions, for your
business. It helps you to …..
―Think Like an Entrepreneur‖.

Once you have completed this
program, you will have the basis for
writing a successful Business Plan.

You can find templates for writing a
complete Business Plan at www.score.org
or search ―Business Plans‖ on the Internet.
5

• Stop being totally TASK focused –
start dedicating time to DREAM –
Inspiration Inspiration & Imagination

& • Dedicate time each day to getting
inspired, then imagining what
Imagination could be.

• Idea – Go to the Internet and
Google ―Entrepreneur‖ and see
what you find.
Move from
Dream • You will be moving from …..

Task WORKING IN YOUR BUSINESS
to
WORKING ON YOUR BUSINESS

6

You need to understand that what
you want and what your business

It is not about
does - what you now do, the product
or service you now offer, the market

YOU!
you now serve - is not the important
thing. What is important for success
is finding a group of customers with
a common problem, then using your
imagination to find an inspired
solution.
Its about creating
value for a group of Solving problems creates value.
customers with a
If you are creating value for your
common problem. customers, you will undoubtedly be
creating value for You and for Your
Business.

7

You will be completing a workbook
sheet at the end of each section.
What is the Program With the completed workbook sheets
Take-Away? for each section, you will be led
through a process to extract a
Unique Selling Proposition for your
business. This USP is not just a
You will develop phrase or motto or advertizing
gimmick; it is a statement about
what sets you apart from any other
Your competitor, a statement about your
unique capabilities and a way you

Unique Selling
commit to run your business.

Proposition Following the USP implementation,
or Marketing workbook section, you
will have your unique ………
RoadMap for Success!

The following pages use my own
experiences to illustrate the
principles taught in this program.
8

Thinking back to my own experience
in the sensor market, we did not have
a lot of capital to spend and we were
much smaller than the competitor

Vision
companies.

We had many fewer sales resources
and we were much less well known by

Use Your the average customer at the start.
But, we had a VISION.
Inspiration USE YOUR
& INSPIRATION & IMAGINATION
TO CREATE YOUR
Imagination VISION

As much as being a profitable
business should be an objective, it
can not be your Vision. It is not likely
that you can build a profitable
business without a vision for how you
will create value for a group of select
customers.
9

We had very focused market niche
definitions. We found technical
solutions specific to the niche
versus following a ―one size fits all‖

Focused or ―me too‖ approach. We routinely
introduced new product features,

Market Niche(s) offering additional problem
solutions.
While we had a small market share
of the overall sensor market, we
held a significant share of our niche
Define your business market, at one point over 90%!
around a group of Define your business around a
group of customers with a common
customers with problem …..
a common problem.
HONE IN ON YOUR MARKET NICHE
DEFINITION.

10

We were close to the customers
within those niches. I spent at least
half of my time traveling to
customers locations or meeting with
them in their facility, our facility,
Get Close to the trade shows and other venues.
A CEO / Owner who is not spending
Customers 40% to 50% of his/her time in front
of customers, asking questions, is
NOT close to their customers.
Invite them to your facility, meet
Your key to finding them at trade shows or other events,
call them, if retail be in the store…..
unsolved problems and yes, go to their operations.
This is the way you will find unsolved
problems to solve.

GET CLOSE TO YOUR CUSTOMERS
―You Have to Taste the Pickle
to Know How It Tastes!‖
Unknown

11

We continuously offered new

Forget ―Me Too‖ UNIQUE solutions.
Every product or service you offer
Solutions should offer a unique solution for a
problem shared by you customers.
Being just like your competitors is
not much of a future.

Your Product or When multiple competitors are ―just
alike‖ the customer soon learns to
Service needs to be drive PRICE as the differentiator.
UNIQUE
You need an EDGE over competition
that is sustainable over time.

Forget ―Me Too‖ Solutions

BE UNIQUE!

12

We continuously tried to
recognize unfulfilled needs and
Do It Rapidly then respond much faster than the
larger competitor companies were
& able to not only act, but react.

Repeatedly We routinely had product revisions
in the market before competitors
had released their copy of our
original offering.
Your Key to staying
DO IT RAPIDLY
ahead of any THEN DO IT AGAIN
competitor
Your key to stay ahead of any
competitors

Time is the one asset you have the
same amount of as the biggest
competitor. Use it wisely.

13

So here is …..
THE WHAT TO DO
THE
WHAT TO DO Have a Vision for your business – use
your inspiration & imagination

Have a Niche Focus – Be a Big Fish,
• Vision even if in a very small pond
• Focused market Get Close to your Customers –
niches understand their Needs & Wants

• Close to Customers Offer Unique Solutions – be
• Forget ―Me Too‖ differentiated from your competitors

Solutions Use Rapid Execution – make Time a
competitive weapon
• Do It Rapidly &
Repeat NOW
Here is the bases for any successful
business …..

THE HOW TO DO IT

14

FIND A PROBLEM AND SOLVE IT TO
THE CREATE VALUE

HOW Everywhere you look, you can find
problems that people would like to
TO DO IT have solved, no matter what type
business you have.
If you are solving a problem, you are
creating value for your customer, …
and, if you create customer value
there will be value for your business.
Be an active seeker of problems to

Find a Problem solve.
Then use your imagination!
and Solve It!
Be sure to stay focused on your
& Vision, and around your Unique
Product offering and your selected
Stay Focused! Market Niche. Stay true to your Plan!

15

Here is what Tom Peter’s had to say
on his blog on entrepreneurship:
―Too many
―Too many people risk their life
people risk their savings on a not very original idea.
No, I don't mean that you have to
start a Google, but I do mean that
life savings on a you must be clear, very very clear,
about how your new Italian
not very restaurant or real estate agency will
be "dramatically different" from the
current offerings in your locale-
original idea.‖ market. Far too many folks "bet the
farm" on, in effect, a "me too"
proposition—too sad.‖
Source: Tom Peter’s Blog
on Entrepreneurship This workshop will help you to not
be part of this statistic!

16

Define your business Don’t think of just your current
product, whether it is a good or a
around a ….. service.

Unique Selling
In everything you do, tell customers
and prospects how you will solve a

Proposition
problem they have and what value
you will be creating for them.

Define your business around a
Unique Selling Proposition …

One that inherently solves
Problems for Customers.

17

Remember,
Remember,
An IDEA ….. without an ACTION
PLAN to implement it… is only a
………… an IDEA DREAM

….. without an You need to turn your dreams into
ACTION PLAN reality by developing & following
action plans.
… is only a DREAM In that way, you can …..

LIVE YOUR DREAMS!

You can purchase the complete
program on-line, on CD ROM Book
He who ignores discipline comes or DVD Video format.
to poverty and shame, but he who
heeds correction is honored.
See our web site at …..
Proverbs 13:18 www.e-s-strategies.com

18

To contact us, go to …..
www.e-s-strategies.com and click
on the ―Contact Us‖ link. You will
find phone and e-mail contact
information for general comments.
You can also leave a comment about
this Workshop overview, topics for

To Contact Us
possible future programs and any
general questions for the author. You
go to can experience the full benefits of
this program by buying the CD ROM
www.e-s-strategies.com Book or the DVD Video Workshop;
or click on the ―Product‖ page.
www.entrepreneursuccessstrategies.com
While at our web site, take a moment
and to use the link to tell a friend about
click on the this program.
―Contact Us‖ link Thank you for your interest in the …..
ROADMAP for SUCCESS …..
CD Workshop and best wishes for the
success of your business!
19

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