A client of Butler Services Group, who wishes to remain anonymous, is struggling to stay in business as a result of the downturn in Wind Power Industry. This presentation demonstrates my application of "ViVid Thinking" to my clients thoughts and ideas.

1. John is a Mechanical Engineer and
entrepreneur. His Wife and Kids are the
most important people in his life.

2. John wants to pay for each of his
kids’ college education. He also
wants to be able to retire
comfortably with his wife.

3. A few years ago, John became an
entrepreneur. He built his own machine
shop & started producing widgets for the
wind turbine industry.

4. Wind Turbine Widget
Product Idea #1
Product Idea #2
Product Idea #3 Product Idea #4 Other (less developed)
Product Ideas
The Wind Mill Widget business is drying up. The machine shop
needs to continue to run so John can make a living. He has
several product ideas that he would like to produce and take to
market…

5. For John’s Machine Shop to stay in business, there are some major puzzle pieces to
consider:
Accounts - Companies who John already does business with
Contacts – humans associated with those accounts
Leads - humans who have raised their had saying “I’m interested in what you do”
Opportunities - any sales deals that need to be tracked and closed

6. Another big puzzle piece to consider is the Marketing and Sales
funnel. If Marketing is the creation and nurturing of Leads, then sales
is the closing of those leads. Marketing can be either Outbound or
Inbound. John plans to close Opportunities or Sales using the ebay
and Amazon.com platforms.

7. Here is how many Accounts, Contacts, Opportunities and Leads John has today.
The left columns show Quantities associated with Wind Mill Widgets. The right
columns show Quantities associated with John’s Product Ideas.

8. John said he would like to pay for college and retirement.
This is what John thinks the Annual Cost for retirement
and in-state higher education will be.

9. John says that if he could just sell 1,000 units per year of each of his
product ideas he would be happy. Remember, Wind Mill Widgets have
dried up and his other half-baked product ideas are just that, half-
baked.

10. Inbound Leads are
cheaper and tend to
have higher close
rates than Outbound
leads. The question
is, how much exactly?

11. Inbound Marketing attracts strangers to
visit your website or other online content.
Inbound Marketing converts strangers into
Leads by capturing their info…and then
nurtures those leads until they are ready
to buy.
Once a Lead is ready to buy the Lead can
do so using the ebay.com and
Amazon.com platforms.
Once the Lead buys the lead is converted
into and Account, Contact and a “Closed /
Won” Opportunity.

12. This is a timeline showing when John will have to pay for
College and when retirement hits. Today John is frustrated
and uncertain. In 2030, when John is 67 years old, he
hopes to be overjoyed and accomplished.

13. This is a Flow Chart depicting
“how” John currently plans to
take his product ideas to market.

14. John is essentially trying to convert a
Stranger directly into a Customer.

15. My consulting company,
Butler Services Group, is
proposing that he alter his
plan to include Inbound
Marketing.

16. Trying to convert
Strangers directly into
Customers is bad because:
1. Low Probability for
Success
2. Doesn’t capture info
unless they buy
3. Cannot be remarketed
to if a Stranger doesn’t
buy
With Inbound Marketing, John
will be able to captures a
Strangers information. The
Stranger then becomes a lead
that can be nurtured until
ready to buy.

17. This last picture should be a Multi-
Variable Plot showing “Why?”.
Can you help me with drawing this
picture?