What are the 4 Pillars of Business Strategy? Which pillar should your business focus on when shaping your strategy? How do you quantify which pillar to focus on? Why is KPI development important and how do you do it? How can the Wayfinder help? Chris Hervochon, CPA, CVA will cover all of those topics in this video. Website: https://betterwaycpa.com/wayfinder/ Slides: https://docs.google.com/presentation/d/16rgYIrhouzvF8VbywhkfVMqOMa-zdSXzjB9EX1TRh5c/edit?usp=sharing Links of interest: Marketing Agency Sample Wayfinder - https://www.dropbox.com/s/34m8jipjysdmhkt/Demo Wayfinder - I Love Lamp Marketing%2C LLC.pdf?dl=0 Quora: How do you get good at thinking strategically for your business? - https://www.quora.com/How-do-you-get-good-at-thinking-strategically-for-your-business/answer/Chris-Hervochon Quora: My colleague said that good KPIs (Key Performance Indicators) should be clearly linked to the strategy, i.e. the things that matter the most. Is he right? - https://www.quora.com/My-colleague-said-that-good-KPIs-Key-Performance-Indications-should-be-clearly-linked-to-the-strategy-i-e-the-things-that-matter-the-most-Is-he-right/answer/Chris-Hervochon Web: betterwaycpa.com Facebook: facebook.com/soarCPA LinkedIn: linkedin.com/in/ChrisHervochon/ Twitter: twitter.com/ChrisHervochon Quora: quora.com/profile/Chris-Hervochon Instagram: instagram.com/soarCPA/ Pinterest: pinterest.com/soarCPA/

1. 4 Pillars of Business
Strategy:
Customer Acquisition &
SalesChris Hervochon, CPA, CVA

2. Copyright © 2018 CJH Financial, LLC dba Chris Hervochon, CPA, CVA Page | 2
The Wayfinder
• One-hour introductory fact-finding meeting
• Review of financial documentation, processes & research
• Creation of an 8-9 page document – “The Plan”
• State of the industry and economy
• Benchmarking
• Ratio Analysis
• KPI Development
• Financial Process Assessment
• Next Steps
• Presentation & deliver of “The Plan”

3. Copyright © 2018 CJH Financial, LLC dba Chris Hervochon, CPA, CVA Page | 3
Business strategy focus areas
CustomerAcquisition
&Sales
People&Culture
FinancialStrategy
RiskManagement
Four Pillars of Business Strategy

4. Copyright © 2018 CJH Financial, LLC dba Chris Hervochon, CPA, CVA Page | 4
KPI Development
• Operating Profit/Owner’s Benefit Target: $100,000
• Current TTM Revenue: $192,807
• Current Operating Profit: $60,094
• Current Operating Profit %: $60,094/$192,807 = 31.2%
• Industry Average Operating Profit %: 20.8%
• Greater of Company or Industry Average Profit %:
31.2%
• Required Revenue to Meet Operating Profit Target:
$100,000/31.2% = $320,513 a $127,706 shortfall
• Recommended KPI Focus: Customer Acquisition & Sales
Customer Acquisition & Sales KPIs
Net Promoter Score
E-Mail List Subscribers
E-Mail Marketing Engagement Rate
Customer Acquisition Cost
Average Revenue Per Client
Average Google & Facebook Review Rating
Number of Website Visitors

5. Copyright © 2018 CJH Financial, LLC dba Chris Hervochon, CPA, CVA Page | 5
Example Sales KPIs
• Facebook Likes
• Net Promoter Score
• Email List Subscribers
• Email Marketing Engagement Rate
• Average Revenue by Client
• Average Revenue by Industry Served
• Average Revenue per Hour Spent
• Average Google & Facebook Review
Rating
• Lifetime Customer Value
• Customer Avatar
• Customer Conversion Rate
• Click-through Rate
• Average Search Position per Keyword
• Website Pages per Visitor Session

6. Copyright © 2018 CJH Financial, LLC dba Chris Hervochon, CPA, CVA Page | 6
Jack Handy deep (final) thoughts…
A couple of thoughts:
1. There are four main areas to focus on when developing strategy for
your business.
2. If everything is a priority, then nothing is a priority.
3. KPIs should be developed, tracked and relevant to your focus area.
They should also be able to be influenced, and predictive of where
your business is going.

7. Copyright © 2018 CJH Financial, LLC dba Chris Hervochon, CPA, CVA Page | 7
Resources
• YouTube Link
• Marketing Agency Sample Wayfinder
• Quora: How do you get good at thinking strategically for your
business?
• Quora: My colleague said that good KPIs (Key Performance
Indications) should be clearly linked to the strategy, i.e. the
things that matter the most. Is he right?

8. Copyright © 2018 CJH Financial, LLC dba Chris Hervochon, CPA, CVA Page | 8
Let’s Connect
chris@betterwaycpa.com
(843) 608-0298
https://www.facebook.com/soarCPA/
https://www.linkedin.com/in/chrishervochon/
https://twitter.com/ChrisHervochon
https://www.quora.com/profile/Chris-Hervochon
pinterest.com/soarCPA/
instagram.com/soarCPA/