Inspired by Richard Rumelt, author of renowned business book, 'Good Strategy/ Bad Strategy'. This presentation introduces the strategic planning process and the importance of 'focus' in business. Is your company sales focused, or customer and solutions orientated?

1. STRATEGY:
Providing Focus for
Businesses
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

2. The Strategic Planning Process
1. STRATEGIC ANALYSIS
2. STRATEGIC CHOICE
3. STRATEGIC IMPLEMENTATION
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

3. FOCUS
The biggest problem companies face is a lack of focus.
This is usually down to not an effective strategy in place.
Instead of committing to a strategic analysis, they focus on
choice and implementation. Even if they are presented with a
ready-made analysis, they often do not have the courage to
follow through.
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

4. What Does a ‘Lack of Focus’ Mean?
A lack of focus occurs when companies fail to understand the
nature of their own business. Including their:
 Core competences
 Strongest products/ services
 Market segments (with the greatest potential)
 International markets
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

5. The ‘Essence’ of a Company
Surprisingly, many business owners struggle to describe the
‘essence’ of their company in layman’s terms.
This stems from an ‘inside-out’ perspective’, where companies
only focus on what they sell, as opposed to the outcome.
Customers these days are not stupid; and are quick to
understand when they are being blatantly sold to.
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

6. Getting the Essence of a Company,
Right
 Focus on an ‘outside-in’ perspective.
 Connect with the audience.
 Make your product/ service descriptions customer and
solutions orientated.
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

7. Comparing Both Perspectives
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk
Inside-Out Outside-In
We sell software based upon
proprietary programming that
incorporates Java
programming that uses RSx
technology that offers optimal
memory utilization. We sell
our software to a diverse
range of customers such as
surveying, construction
companies, road builders, and
waste management
companies.
Our software enables users to
move and bury dirt optimally.

8. How Do You Become Focused?
1. Knowledge (strategic analysis)
2. Courage (strategic choice)
3. Discipline (strategic implementation)
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

9. An Example: The Misguided Approach
Putting the Cart, Before the Horse: The Corporate 5
• Vision: Your picture of the future
• Mission: Your objective for the company
• Purpose: Why your company exists
• Plan: A set of actions that need to be taken
• Goals: How progress against the above will be
measured
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

10. An Example: The Misguided Approach
Putting the Cart, Before the Horse: The Strategic 5
• What business should you be in?
• How do you add value to it?
• Who are your target customers?
• What are your value propositions?
• What capabilities are essentials for the value
of your business?
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

11. Inspired by Richard Rumelt
Author of ‘Good Strategy/ Bad Strategy’
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk

12. Everything starts with a conversation, so let’s talk:
Safaraz Ali
Linkedin: https://uk.linkedin.com/in/safaraz
Twitter Handle: @SafarazAli
Tel: 0121 707 0550
Copyright © 2017 TCI Pathway
www.tcipathway.co.uk