WEBINAR - FIDIC
[Pages:31]YOUNG PROFESSIONALS MANAGEMENT TRAINING PROGRAMME
WEBINAR
CREATING A BUSINESS DEVELOPMENT FRAMEWORK
Edited by: Felix F Fongoqa PrEng Presented by: Steen Frederiksen Andrew Steeves Robin Crouch
International Federation of Consulting Engineers
STRUCTURE OF PRESENTATION
Business Development: A definition
Business Development Framework o Business Development Strategy o Marketing Plan o Effective Sales Programme o Client Relationship and Communication
Conclusion
1. BUSINESS DEVELOPMENT: A DEFINITION
Business development may be defined as follows: "The creation of long-term value for an organisation from customers, markets and relationships".
2. BUSINESS DEVELOPMENT FRAMEWORK
Marketing, sales and client relationships must work together to generate business leads, optimise close rates and generate cash for the business
A clear and concise strategy A detailed marketing plan An effective sales programme Focused client relationships and communication channels
2.1 BUSINESS DEVELOPMENT STRATEGY
Some of the themes for developing a strategic agenda:
Futures thinking
Strategic intents o Goals and objectives o Core business o Existing and desired core competencies o Customer segmentation o Customer value proposition o Positioning
2.2 MARKETING PLAN
Market Analysis o The Industry o Target Market (Market Segmentation) o Competitors analysis, including SWOT analysis o Competitive advantage
Definition of the service offering Market Positioning Unique selling proposition Selling model Branding Pricing strategy Business development organisation and Budgets
2.2.1 Market Segmentation
Markets can be segmented by: ? Geography ? Demographics ? Products or services ? Public or Private ? Economic Sector (Industry, resources, infrastructure etc)
(PAGE 1 OF 2)
2.2.1 Market Segmentation
Some advantages of market segmentation focuses the marketing efforts increases competitiveness, resulting from:
higher brand recall brand equity customer retention better communication increases profitability
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