the Bridger

May 2, 2010

Bridging the gap between the web and the real world part 5

What’s the right strategy for me?

Previously:
Bridging between the web and the real world
Bridging the gap between the web and the real world part 2
Bridging the gap between the web and the real world part 3
Bridging the gap between the web and the real world part 4

 

In defining a marketing strategy you will as a minimum need to:

  1. Define your USP and write it down.
  2. Define your target market
  3. Write down the benefits of your product/service to that market
  4. Position your product/service in comparison to it’s rivals so that it appeals to your market (2)
  5. Define the activities you will engage in to deliver your messages and monitor results e.g. networking, direct mail, telesales, events, etc
  6. Develop the messages that suit each method of delivery, drive home your USP, consolidate your positioning statement and motivate the required actions from your target market

Your USP, positioning statements, Elevator pitch and all that good stuff

Me (the business) has to be understood first and that is often where the exercise is rejected then the products come under the microscope.

Most networkers will tell you how important trust is in selling your products and services and this is the section that deals with that trust. Trust is not in a product, or service, but in a person or organisation delivering it and you simply can’t afford to ignore this aspect of your offering.

The simple and obvious questions 

What do I stand for? what do I want out? What am I prepared to give?  Where are my boundaries? Now you need to step it up a notch to look at yourself through your customer’s eyes.
What do they stand for? What does it mean to me? Is it an image that inspires me to deal with them? Are their changes that would improve this image and influence me to buy from them?

Now the money question
How good are my products? Who are they aimed at and why should they buy?
Now from a customer viewpoint

Do I use their products? Why? What would motivate me to start/stop, how do they compare to the opposition? And how does this influence me? Is there anything unique , or memorable about them?

It is rare that this exercise does not lead to a startling difference between the internal view and the customer viewpoint and there is always something to be learned, but be warned, the results must be consumed with a measure of common sense.
The idea of giving the customer what he wants is fallacy. The customer wants you broke and giving him products for free, even products he will never use. You have to talk to realistic customers of the kind you are able to sell to profitably. You have to ask the right questions carefully and explore the answers if in doubt.

Before you can establish a strategy for your marketing you need to be confident that you have  got your proposition right and you are projecting an appropriate image successfully. Without that you can spend a lot of cash and effort for very little return.

Unity of thought and action in all things is the key

Two messages that reinforce a strong influential theme is three times as powerful as one message. Two messages that contradict each other, even a little bit can be very damaging.

Messages in the marketing context mean every communication and action that says something to your customers.  If you deliver a day late without an apology, that sends a message even more effectively than an expensive TV advert only not the one you had intended. The lesson that needs to be learned here is Don’t over guild the lilly.

If you are not going to be able to deliver it consistently, drop it from all offers and don’t promise it. This is the commonest mistake in business and it is even more upsetting when you come to realise that the customer didn’t even rate it in his buying criteria, but now he’s upset because you promised and didn’t deliver.

E-commerce and the retail shop, email and the call-centre, networking and the marketing campaign

Have you ever dealt with an organisation, or a professional who managed to get these aspects of the business integrated even a little bit?  I certainly haven’t.

  • You buy something online, but you are not allowed to return it in the shopping mall.   
  • You see an advert 15 times in the course of an evening telling you how your bank value their customers, you call about your account and ten minutes later, with steam coming from your ears, you finally get through to a call centre person who is trained only in dealing with irate customers. Two minutes later you put the phone down in despair, no wiser.
  • You meet the boss at an event and tell him you need a big order and he is very pleased and very helpful. You call in a few days later to order and you are told, it will be two weeks now before we can deliver, if only you’d called in yesterday.
  • The call centre reminds you that your annual subscription is overdue, because they have never been told that you paid by direct debit last week

We both know that this list could go on for many pages and hopefully you are beginning to think of this in terms of conflicting messages and wasted effort. Fixing this type of thing should be at the top of every marketing strategy.

Don’t take a sledgehammer to crack a nut

The most difficult thing about developing a strategy for marketing can be to avoid starting at the beginning and making too big a job out of it.

If you are happy enough that you don’t have the problems highlighted above then in reading this you have done enough and you can get straight to the point.

 Billions are wasted every year developing strategies that are consigned to the bin by changes in events within the first year, so stick to the highest possible level and don’t get bogged down in detail.
If you want to spend a little more time at this stage then I would strongly advise a couple of workshops facilitated by an experienced external person. In particular PEST is a great way to avoid falling foul of Political, Environmental, Sociological and Technological drivers that render your plans useless.
SWOT is a powerful tool to help you define your Strengths and Weaknesses and to explore. Opportunities and Threats facing your business.   Done well with a good cross section of the team, these can be lively and informative short sessions that afford a chance to take stock and to improve management communication.

Defining your target market

Your target market is a segment or segments of the overall market that you believe is sufficiently large to deliver your targeted sales volume and offers you the best possible opportunity to make sales. Why waste time climbing for the high apples, get the easy ones.

When defining your market segments the best strategy will often be to understand;

 1. The jobs they want done as opposed to features they might want

2. How easily accessed they are
3. How profitable they are to your business.

e.g.  If you are a Lawyer who used to work in the city and now you are in practice, you have a Unique proposition in terms of your financial knowhow, you may be able to highlight a large group of potential clients who engage in financial dealings but are not big enough to retain a lawyer and you may find that there is an easy route to access them all through a particular association.  Provided this is sufficiently profitable for you, you have clearly defined your target market using my criteria.

Defining the benefits to your target market

 

If you remember, we focused on ” job done” as opposed to features when defining the target market, very simply this is because the benefit is that it allows your customer to get a job done.
This way there is less confusion over language and better defined offering in terms of language.

 

e.g. The tiler isn’t looking for a “better cutter”, but a “smoother cut”, or a “faster cut”

Don’t forget emotional drivers

Emotions play a large part in all purchases, even the very logical ones, but many purchases are dominated by emotion.  Cars are bought for the feeling they give the driver when he sits into it.
Homes are bought for what they say about the owner as much as anything else. The list goes on.

People are very swarm conscious and like to be hiding comfortably in a crowd doing what the crowd are doing. The underlying driver is fear of being singled out for r ridicule if they get it wrong, so people need a way out and they need social approval for their decisions.

You must identify these social drivers and write them down

Remember to record the constraints

It may be that only at certain times of year, or when certain conditions occur, will your customers make a buying decision, or that certain seasons are better.  Remember the low hanging fruit theory and record all of these constraints so you can use them to your benefit.

Define your positioning statements

Positioning statements are statements that help the customer understand your proposition by comparing it to the competition and by comparing it to other known things.
“The Venice of the North”.   “Accounting’s answer to Coca Cola”.  These are positioning statements.
They very simply and subtly say a great deal about what you think of your product, they are very easy to remember, because they follow the basic principal of how we remember things and if you can get the customer to accept this comparison, you will very powerfully and memorably define your product’s position in your customer’s mind.
Nothing in my view is more powerful in the marketing strategy than getting the positioning right and then driving it home consistently.

Plan the activity at a high level.

At a strategic level you don’t want times and dates etc, but you do want these key elements:

  1. Clarity about how and where you will deliver your messages for what outcome and how you will measure success.
  2. You should have a regular review strategy to make sure your strategy is working and to make adjustments when appropriate
  3. You should have clear targets in terms of sales, enquiries, list growth, share of voice, share of mind etc
  4. You should have a budget defined
  5. Divide your activities into Hunting and Farming (Hunting being the search for new contacts)

To help you decide on tactics, the best approach is to go back to your notes on target market and n particular the bit about accessibility. At that point you decided that this segment was accessible, how?
Who and what are their strongest influencers?
Where do they go? What do they read? Do they network? Can you get them to join a newsletter? are they in your database and reachable with certain types of media?

 

A simple chart like this one can help

  Offline Networking Online Networking PR Email Events Telesales SEM Website
London engineers £1 to £10m Meet senior  management at key engineering focused gatherings:
Institute of ..
Directors will stay in touch with opposite numbers and forge new relationships Monthly announcements on the following themes:
1
2
Quarterly newsletter with valuable key trends analysis Invite up to 50 key people for working lunches Add 200 names to the database of potential customers every month Target buyers of widget who is searching for “custom”
max budget

£n

Provide all the information buyers need

Track visitors from all electronic messaging.

Integrate this information with offline communications records

Target 10 Potentials 50 new relationships 20% improvement in share of mind. 15 enquiries monthly 40 new potentials 2400 new contacts 10 orders per month Traffic growth 10%
Repeat/New

7:4

London legal  practices £1m+ Meet senior  management at industry gatherings Minimal as they don’t do it much Occasional announcements  timed with ..   Working breakfasts  with short informative  training sessions   Target  all widget searches Use ecommerce to capture small orders.

 

Email key bridging pages to the mailing list monthly

Target 30 potentials              
Total sales forecast                
Cost                
ROI                

 

 

Develop the messages

 

1. Write out your USP

2. Write an elevator pitch that you can give to anyone in any circumstance and they will immediately “get it”.  Imagine being forced to still use it word for word in ten years.

Define the segments by name
Define the jobs they want done
Define the emotional drivers involved
Define their key influencers

Define each of the delivery methods you have proposed for this segment

For each of these individual segment/method instances, write out what action you want them to take and what would make them take it.

For each of the above, write out the message to be delivered
Write out an example of body copy.

The actual body copy can be created close to the event so that the language and mood of the time can be built into it.

e.g.

Segment1 Type Influencers Job done Emotional Action Message
email Peer group afraid of being left behind.
Competition  . sales people telling them we are no good.
Trade body wanting their business instead
Enter new markets.

Find new products

Mustn’t be seen to fail even a little.

 

Must feel comfortable with these new ideas.

 

We are afraid of not being up to the job

www Message1.doc
Networking enquire Message.doc
website enquire Message.doc
telephone Agree to a visit  

Message 2.doc

events Invite us to tender Message 3.doc

 

Direct mail Make an enquiry Message4.doc
Newsletter Visit the www

 

I expect it is much more evident what your message should be saying when you work form this chart and a good copywriter should be able to produce powerful collateral very quickly.
 What is especially good is that all your activity is now delivering consistent focused messages direct to receptive audiences and they can continue the conversation across the website, networking, events etc without any confusion. If you work a little on timing and language you can achieve a great deal from your new marketing strategy.

If you invest in some tools to help you coordinate all these communications it will make your job a great deal easier

April 24, 2010

Bridging the gap between the web and the real world part 4

How can Soviralnetbusworks become a key part of the marketing mix as opposed to an alternative lifestyle

Previously:
Bridging between the web and the real world
Bridging the gap between the web and the real world part 2
Bridging the gap between the web and the real world part 3

 

“The filofax of the twenty first century?”

One could easily assume from reading the previous sections that my opinions are anti- networking. I have been accused of this twice  by people who use networking successfully .

In fact nothing could be further than the truth.  I am especially against misleading people to expect the impossible from networking as many self professed gurus tend to do. It does not work for everyone and not in the same way.  I also resent being accosted at networking meetings, or spammed incessantly. I do recognise the power of networking to deliver spectacular results for some people when used intelligently.

Fundamentals of networking

Traditionally we all rely on support networks to advise us about what worked for others,  let us in on the next big thing and very occasionally to buy from us(invariably in expectation of substantial discount) and once in a while to recommend us.  Nothing about this is new and it is a critical activity for most of us.  It helps to know an expert on telephony and instead of three days of comparing deals you call your trusted old school pal and ask him to recommend a deal. You trust him and make the purchase.  Add on the saved time and effort and you have a bargain for sure.  This is not someone you casually met at breakfast, or online though, so be careful when drawing comparisons.

When I needed two telesales people, I ignored the agencies and told my eighteen year old daughter, who told her Facebook friends and within 45 minutes I had three interviews set up. That is powerful, but it is using technology to speed up what we always did. It is not some mystic new black art.

Mass “networking” is another thing altogether. It is “the filofax of the twenty first century”.  Many people approached via internet research and focus groups expressed the belief that they had to be seen as networkers and that if they didn’t use twitter they were yesterdays people. The hours wasted for little or mostly no financial gain is eating up their personal time as well as business time. Sometimes they just shouldn’t be doing it at all and other times they are approaching it all wrong lead astray by “Web2 gurus” who last year were “SEO experts” , before that “web design  gurus” and before that “filofax gurus” and studying to be “Twitter gurus”. God help us!.

Who does it work for?

If you enjoy spending a small amount of time chatting to people you wouldn’t otherwise meet, or writing a blog, or learning from forums, good for you, it is working for you and keep on going.

 If you are the local builder who completes two bungalows a year, local networking may be your sole marketing effort and it works very well.
If you are an insurance salesman you will have been indoctrinated in this from day one and you’ll be the guy at every dog fight collecting numbers and turning the conversation to pensions. A friend of mine did this all his life and made a tremendous income out of attending Indian weddings.

The formula is ultra simple.

Cast your mind back to the basic sales process we discussed in the last instalment; tyre kicking,  need, facts and figures ,trust building,  desire, urgency , etc.

However you organise your funnel, whether you base it on a buying, or a selling process, you will have steps like these that qualify your potential customer through stages to the point where you are presenting and negotiating for business with them. Most people call this a “potential” in CRM speak

Let’s compare two scenarios:

Widgets

1 person in every thousand buys my widgets.  My process is to:

  1. identify people who buy the product in sufficient quantity and  start the conversation
  2. ask permission to pitch for a small piece of business, or offer a trial
  3.  convince them of the benefits and our USP,
  4. establish trust
  5.  time a motivating offer with a current urgent need
  6.  win a customer
  7. develop the relationship.

At point A,  there are 65 million or so people to talk to until we have done our qualifying. For a reasonable chance of a sale we need to get 1000 people in the room. How much do you think it would cost to build relationships with all of them?  Let’s say five of them know someone who might be in the market, what do you think is the likelihood they will go to the trouble and take the personal risk, of recommending us, or anyone will respect their opinion?  Not great.

Accountancy

Every business with few exceptions uses an accountant and they tend to change every three years on average. In order to stand a reasonable chance of doing business we need only three or four in the room per accountant present.
In this case, as long as the ratio of accountants to SME in the room is better than 1:4 we can start on the relationship building phase with complete confidence. Everyone knows what the product is and only buy because they have to. The decision points are price and trust.

Three simple things to “DO”

  1. Divide your networking into two separate functions “Hunting” and “Farming”.
    Hunting is about meeting new potential contacts and finding out quickly whether they fit in your network as potential suppliers or customers.

    1.  Restrict your network to a size you are able to maintain contact with (Accepted scientific research put’s that at around 150 contacts maximum).
    2. Don’t try to be everyone’s pal, find people who share your views and attitudes and are likely to value your product, or service. (positioning)
    3. Spend your farming time with people who are likely to become a customer, or that are likely to be a useful supplier in the near and foreseeable future and those who have bought from you and are likely to buy again or to be recommenders and ambassadors.
  2. Be a listener and use your judgement to keep evolving your products and services according to the feedback from trusted and commercially viable customers
  3. Control your networking time and budget, it still deserves no more than a few percent of budget and a few hours a week. If you could be completing paid work, do it and spend the profits on traditional marketing, you will get better and faster returns every time.

 

Three  simple things to “NOT DO”

  1. Don’t expect people to buy your product because you are their pal
  2. Don’t forget to attend to all the aspects of the sales/buying process for every prospect regardless of how well you know them, they still need to have their questions answered and fears allayed and they need to justify their decision to others
  3. Don’t pounce on everyone who looks remotely interested and try to “sell to them” get an invitation to pitch first.
    1. Don’t fill their inbox with spam just because they gave you an email address.

 

A revolutionary new idea you are not going to take up because it makes sense and there’s no voodoo involved.

Make your customers your sales force.  Treat them so well that they are delighted to sing your praises.

Spend that marketing budget on discounts to people they recommend, so they get kudos and you get extra business recommended by your existing customers.  
Spend on taking them to the races, inviting them to parties and useful free conferences and encouraging them to invite a colleague or contact.
The budget you set aside for telling them how much you value your customer’s,  spend your budget on taking care of them.  Action speaks louder ..
Have a banker answer the phone about queries, not a call centre in Pakistan and have them develop a relationship (network) with the customer and the customer’s friends.

Spend your time networking within this great group of customers and hot prospects learning about their needs and improving your offering.

It will require great research, great positioning, crystal clear branding, and an enlightened staff open to new ways of working, but it could be transformational. There’s no Voodoo here, just common sense and delivering on the promise, but you won’t do it, so we won’t labour it.

Coming next:

 

What is the right stategy for me?

April 18, 2010

Bridging the gap between the web and the real world part 3

Previously:
Bridging between the web and the real world
Bridging the gap between the web and the real world part 2

Are there really clear parallels between Soviralnetbusworks and Sales and Marketing theory?

This is bound to be  an area of some contention, for the reasons mentioned previously. Most networkers, especially online, are motivated by a need to be out and about finding customers combined paradoxically with their powerful fear of and resistance to actually selling their services.

If you draw parallels then you have to face the big purple elephant again I.E.  Why are you in a business that you are afraid to sell to customers? If you don’t believe in it, who will?

There is a fairly popular and utterly flawed theory that underlies most networking activity, which supports the latter folly and it goes something like this: 
 If you meet the same 60 people every month for a year and you tell them what you do and then you are nice to them every time you meet and if you pass a few scraps of leads to a few of them, eventually one of them will order from you.
The reasons it’s flawed are simply these:

1.   I won’t, and neither will you, wait for the next meeting to place an order with somebody who said hello to me. When I need a widget today, I’ll either call someone I used before, or turn to Google.

2.   If I need something very complex and very reliant on the person supplying it, e.g.  Interior design, or a management consultant, then I will turn to people I trust, who can make recommendations, but the recommendation will only be as strong as the trust attached to it. Again the chances are not good , though admittedly better, that I will turn to my networking for a supplier.

3.  The 60 or so people I know though networking are only likely to contain one or two potential clients, unless I’m an accountant, marketer, or lawyer  etc and plain mathematics would tell any sensible person that it is never gong to produce much of value for me. Above all, it is never going to produce anything proportionate to the time put in.

What do Soviralnetbusworks offer that might be different

The bits we have discussed so far are networking, but of course there is more to soviralnetbusworks than networking.   When Trout and Reis announced “marketing “ to us, they made a few hints at an aspect of human behaviour which back then, they had very little influence over.  The need to “be part of a gang”, to “ conform”, to “be accepted”.  Good marketers have always known how to give the impression that “all the in crowd are wearing this fragrance” or “ hanging around on social networks”, but in the past the ability to influence this stopped at traditional advertising.

Facebook, Linkedin and especially Twitter have begun to provide a new type of influencer. It shortens the message to almost subliminal levels and delivers it like hail stones. The result is that users are bombarded with a sense of what “the gang” is doing and thinking  and it provides powerful potential to really influence huge volumes of people to blindly go where you want to send them.

The best parallel in the natural world is a flock of starlings in Northern Europe doing acrobatics in the sky before settling in for the evening.  They gesture to each other and in an instance either conform or influence their surrounding group. Quickly the group automatically selects a few who seem to be more influential via the timing or style of their gestures, who knows and the whole flock attempts to ape them as they free fly around the evening sky creating incredible shapes and patterns. 

Learning how to influence the social scene in the same way will undoubtedly deliver massive dividends for savvy marketers going forward, but just like TV advertising quickly ran into traffic problems, so too will this format. What we should be doing is looking  for the next big thing.

What do they have in common? And what is different?

Marketing and selling is first of all a debate in itself that often gets heated.  My own favourite take having spent a lot of time close to direct marketing is that marketing is predominantly about generating enquiries and creating the right environment in which to generate enquiries. Where I disagree  with some traditionalists is that I don’t believe you should do it if you can’t measure it.

Marketing and sales is there to generate potential leads, generate leads from those, qualify the leads, build and maintain relationships and convert some leads into orders in sufficient numbers to run a profitable business. How well you do this affects the cost and value of your product as much as anything else does and has a direct impact on customer experience.

The order in which I described this is not all that important, because in truth things happen in all kinds of orders in the real world, but generally, all of the various switches have been pushed before you end up with a customer.

In a social networking environment, the trust building may start the ball rolling and the product enquiry come later, in the traditional environment the  product enquiry may come first, or in between.

People like CRM vendors often have a blind spot about process and struggle to see how things can wander safely and securely via their own paths and yet arrive in the same place. This is just a human failing and nothing more and they shouldn’t be allowed to interfere with how people work.

There have always been weak sales people often described as the “ personality salesman” who believes that his amazing charm is all that matters and pays no attention to the product, the customers need etc.  There is also the “technical salesman” who thinks that all that matters is features and benefits and mathematics and fails to consider the customer’s need to trust him and the supplier and the emotional drivers.
 Neither of these is typical, but both failings are very noticeable in the flawed theory often put forward by networking gurus and ecommerce gurus.

What the internet has changed forever about marketing and selling is that it allows the sales process to begin much earlier and it greatly extends the “Tyre Kicking” phase.

When a new customer enters your showroom now, he has kicked your tryes many times, talked to your friends and knows you intimately. He has downloaded all the datasheets and knows the products as well as you do. He may well have talked to previous users or even your previous customers.  This process goes on all the time and all happens earlier in the buying process than where we used to begin when Trout and Reis were teaching us their tricks.

The big mistakes you can make are:

  1. To assume every tyre kicker is a potential customer and pounce on him. Most will run away and never return.
  2. To ignore the need to support this tyre kicking process sufficiently to be on his list of maybes when he is ready to talk business.
  3. Hang around the car lot waiting for tyre kickers instead of focusing on the ones who are ready to buy, or the ones who did and need support

 

What can shrewd marketers learn from traditional marketing to make their networking more productive?

What is critical going forward is to understand the importance of the  website,  social networking and traditional marketing and how they interact, how they  satisfy tyre kicking, attract a halo of  interested parties, build a funnel of leads, qualify leads, build relationships, support the buying process and generate orders without making your product too expensive to be saleable.

It is vital to apportion the right amount of time and financial investment at each level so as not to put your self out of business.
 A typical example of getting this wrong is spending vast sums on website traffic only to find that they don’t buy anything. Why?  Because they are not at that stage yet.  
Better to use different search terms and target people who have done their tyre kicking and want a better deal. Positioning is still everything. The rues have not changed, just the tools.

  1. The next time you are drawing your sales funnel, or configuring your CRM, add another slice 50 times wider than the biggest one. In here you will put all the” tyre kicking, just looking, maybe some day” people. The ones you’ve been networking with go in here too.
  2. Create a manageable strategy to understand the information and contact needs of this big slice and provide it with minimal effort and expense
  3. Test and establish a way to qualify your people from the tyre kicking slice into the lead slice and back out again without losing them altogether.  This upper slice becomes an ecosystem like the halo over a glass of water. And you need an inexpensive way to keep it in place and growing.

 

Coming next:

 

How can Soviralnetbusworks become a key part of the marketing mix as opposed to an alternative lifestyle?

 

What is the right strategy for me?

October 10, 2009

Don’t forget about innovation

The first part of any project involves defining  the problem, deciding where to look for the solution and how to proceed with the search and finally defining the solution, validating it and getting agreement from stakeholders.

Now the nature of Technology is such that few of us are aware of what is possible and even fewer are able to see the impacts of these suggested solutions over and above the promised outcome.

Not only are few of us equipped to access the best solutions, but even fewer are able to recognise when we have a problem.  In technology speak a problem is closer in meaning to a mathematics problem , it doesn’t necessarily cause that irritating pain that our marketing colleagues like to focus on.   

E.G.  Let’s say chief zongawonga is worried that with 19 more children due this spring, he won’t  be able to catch enough fish.  His bright young progeny identifies the problem and suggests metal arrow heads that are more effective and mean they can quickly make extra spears so everyone can join in. That represents a problem known and tackled.
However, Zongawonga doesn’t know that monofilament nets are cheaper than arrowheads and one child can feed the whole tribe with one net.  Until he becomes aware of the nets, he won’t know he has a problem, or until his wives start leaving for the easy life with his neighbour who doesn’t expect them to fish.

The process involved in definition of problems and solutions differs not at all from the age old problem of effectively searching a global mountain of unstructured content as described below.

First you have to arrive at some fundamental conclusions about the problem, the possible solutions and how and where to go looking. Consider this example and then have a read through the innovative solutions put forward by Zyra and see if you don’t begin to question the stuffy, stuck in the mud methods of innovation and improvement that have become embedded in most modern businesses.

 ”just what are you looking for, anyway?”

  •  A known needle in a known haystack
  • A known needle in an unknown haystack
  • An unknown needle in an unknown haystack
  • Any needle in a haystack
  • The sharpest needle in a haystack
  • Most of the sharpest needles in a haystack
  • All the needles in a haystack
  • Affirmation of no needles in the haystack
  • Things like needles in any haystack
  • Let me know whenever a new needle shows up
  • Where are the haystacks?
  • Needles, haystacks — whatever.

http://www.zyra.org.uk/needle-haystack.htm

 

The answers you give to the questions above will have a profound effect on how you approach the project, how you define success and your likelihood of succeeding.
Furthermore, whether you are in charge of developing  market leading products, or keeping your company  at the cutting edge, taking a little time out to consider these questions and address them  innovatively will take your performance to the next level.

July 2, 2009

Planning for project managers.

How important is planning?

Planning is critical. Without planning there is little chance that you can every complete your project, let alone complete it on time.

 The act of preparing a plan, if done correctly, will uncover the issues and risks, provide the bulk of key data for your estimation efforts, provide a clear view of what resource is needed when and lots more.

 It will also help to discover the dependencies that may exist with other projects and activities.
Once prepared, the plan gives the team a better view of how their efforts will come together and points out the need for communication in critical areas.

 

How important is the plan?

Much less important than the act of planning, but still very important. The reason I say this, is because:

1)  It is rare to be able to complete a first draft plan and then not have to make any adjustments.
Most plans develop as they go along and reach a baseline when well into the project timeline.
The most obvious examples of this are projects that involve investigating a problem designing a solution and then finding suppliers to deliver it.
You can allow extra time at the start in the hope that it is definitely too much , but even then, the chances are that you will end up adjusting your plan.

2) Risks and opportunities are a part of every project plan. Sometimes risks come to fruition and they affect the plan profoundly, sometimes opportunities come along that are either too good to miss and causes change of requirements, or  reveal a cheaper, or faster way to get it completed.

In either case, the initial plan will have changed. To live in denial of this as many commentators on project management still do, is a huge mistake and will always be counterproductive.

E.G. If you become so obsessed with meeting a specific date that you are prepared to pare away key features, there is a strong likelihood that the project will fail entirely. The answer is to treat the plan as a guideline and treat planning as an ongoing task.

I recently had this same discussion with a group of seasoned Venture Capitalists and their view was this: 
They would never dream of setting out without a plan, but once they had it in place, they may as well tear it up, because it had already delivered most of it’s value and form here on in, it was more about managing the risks and spotting the opportunities.
They were unanimous in the view that to slavishly stick to that plan would be suicide virtually every time.

Starting a new venture is much more volatile than starting a project, but it is also higher pressure with greater risks and a lot more to lose.  They don’t actually tear up the plan of course, they adjust it and maintain it, but the discussion served to get their point across that management is about managing and adapting on a daily basis, not stubbornly following a plan regardless.
Managing a project should be driven by the business case in the same way that a new venture is driven by reaching a profitable trading position at some point.

Critical also is the acceptance that like a start-up, many good projects are based on a strong hunch and a bit of a gamble for a wothwhile prize. This is enterprise nd without there would be no paydays.  project managers haven’t earned indemnity from this either. 

Features – Deadlines -Budgets – ROI

Here’s where it all happens.  A project will have a goal and that goal will usually be a financial one though success is not always measured in financial terms.
For the sake of this example I will assume that the project is a cost cutting exercise with a specific financial aim. Right at the beginning, the same ground rules should have been laid down such as;

  • What saving are we aiming for?  
  • What investment are we willing to make?
  • What is the maximum our budget can rise to, or the minimum our savings can drop to.?

This latter question is best answered in terms of ROI and in fact, in most commercial organisations the answer will be worked out on the basis of how much ROI exceeds  ”Cost of Capital” in order to qualify the project as “best use of capital”. The critical thing is that it is agreed in advanced and set up as he target.

Once this understanding is in place and the variances have been explored and allowed for, the business case should clearly show the expected returns and the tolerances that are allowable.

The project now has an ambitious goal (maximum realistic returns) and realistic allowable variances. The importance of these variances is not to make the project management team relax, but to assure the sponsors that their investment is relatively safe. Projects set up this way rarely fail.

MSF, the Microsoft flavour of project management introduces a very useful concept known as the project triangle. It is a simple triangle with the three corners being occupied by Features – Resources – Time.project triangle

The significance of the triangle will be obvious to any mathematicians reading in that only one corner of a triangle can be fixed unless you want all three to be immovable.
This is why the prioritisation of concerns is a valuable part of stakeholder alignment. If stakeholders are allowed to follow their natural instincts and demand that all three corners are fixed (two fixed corners means the same thing) then there is no room for the project management team to steer the project out of trouble.

A realistically aligned project will choose one of  Time, Features or Resources to set in stone and the other two will remain free to move.  This way, if time is fixed, then a PM can choose between increasing resources, or decreasing features in order to hit the target (ROI). The decision making process can also be agreed in advance.

This example is one of the simpler ones, but it is indicative of the ills that beset many projects right at the beginning and rob them of any real chance of succeeding, or being seen to succeed.

Defining the scope/budget/resources

Once again, with the ROI in mind and the statement in the business case that based on initial studies, there is a strong likelihood of success, the task now arises to define in more detail the features required to deliver the expected benefits.

Having defined the features, accurate costing has to be worked out on the basis of supplier estimates, internal efforts and other costs, with adjustments for risk, all of which will rely on your emerging plan.
 Another sanity check at the end of this planning phase should check whether  the cost and time estimates are still within the constraints initially set for the project and whether it has a healthy amount of slack remaining to see it through to a likely successful completion.

This exercise of working up plans from draft to more detail as the work progresses from an outline business case through to a detailed contract with suppliers and a detailed plan of implementation with all the appropriate slack allowances  and a rigorous risk assessment will often take up half of the lifecycle of the project, or even more and some projects will be abandoned when it becomes obvious that there is little likelihood of success.

 The number of “stage gates” (sanity checks) should be agreed at the start on the basis of how well known the territory is and how volatile the estimation is likely to be.

The illusion that a project board can put some dates (when we’d like it done) and amounts(how much we’d like to spend) on an A4 sheet at the beginning of the exercise and that perhaps a year or more later, a project team will deliver exactly what was asked for on that sheet, within exactly that amount and on that date is really a surprising error of judgement, but it still happens and contributes strongly to the list of project failures that appear on the Standish report and other investigations.

 

How to go about project planning

Planning should always be done by starting at a very high and general level, involving experienced big picture thinkers and applying a sanity check before then drilling down not too far to the next level  detaiil to repeat the exercise.
Planning should always resist the temptation to go into great depth in one specific area while remaining at a high level on others with one exception.

If there are unknowns, e.g new concepts that might not work, then proof of concept should be carried out as soon as possible to avoid having to abandon the project or change tack after a great deal of money gas already been spent

 

Plans should not be in extreme detail a long way in advance, because the likelihood is that when that time draws closer you will find yourself redrawing them and the effort has been wasted.  As planning continues to drill down, a plan should be retained for each level of detail and when the detail highlights an error in the high level plan, as it frequently will, then the high level plan should be adjusted.

 

The commonest method of estimation to begin with is to break the project down into products.
These products can in turn be broken down further until they reach a level whereby they can be more easily estimated and planned and later assigned to teams.

Out of this comes a product flow diagram that describes the order , if any, in which these products must be completed in order to take account of interdependencies.

Calculating critical paths ( the longest path you can follow) through the products and then amongst the products, the project manager can get a much closer view of the true schedule of the project.

Using PERT to make a high level allowance for uncertainty adds a further level of sanity check to the emerging plan.

Some of the issues that commonly affect project plans drawn by the unwary include :

1. The calendar is not taken into account when calculating for tasks in the plan, e.g seasonal breaks, Summer holidays and other disruptions that happen every year.  Key personnel  disappear and dependencies become critical.
Make sure you discuss each team members responsibilities and schedule with them and get agreements.

2. Suppliers work to their own schedules and regardless of what they agree,  they will place commercial concerns first and may not follow your plan.
Ask them for their plan and question to satisfy yourself that it is thought through. If you  lead, or take part in the contract negotiations, try to place some extra responsibility on them to deliver on time, or warn you in advance.

3. Estimates from technical people are accepted at face value and in reality they are vastly underestimated 80% of the time.
Get second and third opinions, look at records of old projects and as a minimum double the estimates from the best people and use factors as high as five for others.

4.  There’s gaps between what the supplier delivers and what the internal team have allowed for.
e.g. Inexperienced people might assume that a system can arrive, be plugged in and start testing.
Clear acceptance criteria may not exist and there may be problems agreeing acceptance.
Cut over from an old system to a new one may not be catered for.
 This list can grow quickly. If you are not an experienced systems person make sure that there is one in charge of this part of the plan.

5. There may be several suppliers and communication between them may be less than ideal. Often this situation leads to gaps where nobody is responsible and the work grinds to a halt, or even enters dispute , or litigation.

Make sure you hold joint planning meetings and get sign-off to theses joint plans

6. Beware Johari’s window. What you don’t know you know is a terrible waste, so consult and consult again. What you don’t know you don’t know will come back to haunt you, so involve everybody in risk management sessions and try to be ahead of the game, have sufficient slack and keep stakeholders informed of the true position.

7. Over ambitious, or over confident plans create a sense of expectation amongst stakeholders that changes to discontent when the plan slips. Perfectly good projects are often deemed poor projects as a result of this very mistake.

Take the time to estimate risk realistically and maintain realistic slack for the high risk areas of the project.

 

So in summary:

1. Planning is critical and underpins everything, but it is an ongoing everyday task, not a game of snakes and ladders.

2. Managing projects is primarily about handling and working with uncertainty to remain within agreed, acceptable boundaries, not shooting a silver bullet at a precise point.

3. Planning for well known items is easy, beware what you don’t know, this is where you will get caught out.

4. Risk and opportunity go hand in hand, avoiding risk is no more important than spotting opportunity , but it requires an open mind and a fluid approach to planning.

5. Start with an achievable goal, make sure it is well understood and shared  and keep it in front of mind at all times.

June 16, 2009

Programmes are the reason so many projects are deemed to have failed.

Build a dungheap and the insects will come

I just left a meeting where we discussed a large and complex programme of work and my mind kept going back to recent discussions about why projects fail. We have been talking about project managers who stay in the office playing with gantts and charts and PMs who know nothing about their subject matter, but see themselves as traffic coordinators. These are real concerns and they are at epidemic level at least and need to be discussed and resolved.

Take one step back from this discussion,however and place yourself in the average programme office
.

If the Project manager rarely sees the battlefield, and spends his time constructing fantasy plans without ever checking with reality and assuming that things will stay the same, then imagine how far removed the average programme manager is.
Today I watched just such a Programme manager going through a programme plan and showing the position of each project and of each tranche and giving a thoroughly convincing performance, but based on a few conversations with project managers before I went in, things were not at all like the programme manager’s presentation suggested. Not only was he highly removed from the truth about the various projects, the truth of which was obscured behind vague and even pointless KPIs, but he had no idea of the true situation within any of these projects. One project had reached it’s milestone just ahead of the presentation by launching something totally flawed in the knowledge that it would not be found out for a while and if they hadn’t fixed it in the meantime they would deal with it then and feign ignorance of it. The KPI was declaring completion, not passing though any realistic test of completion.

How can you risk manage a programme without total honesty and a powerful beam of light?

I dread to think of the consequences for his programme of a key project on the critical path getting into serious trouble. If he is measuring the programme with this type of metrics and this lack of control, what chance is there of coming anywhere close to success?
As it happens that project is a critical one and it can stop the entire programme., it should be the focus of major attention until it is out of trouble or the whole thing is abandoned.

There is no difference between this handling of projects and programmes and the commercial practices of reporting false profits to keep shareholders happy and  keep the capital flowing your way.  We have created the conditions for failure and it will continue to happen regularly just as a pile of compost left in the garden will attract plant life.
Is there a realistic answer on either front? I will have to think about this one.

One note in my notebook is quite revealing, no member of the board was present to learn how things were going.

 

 

June 13, 2009

Agile Agile the rumblings continue. .

Filed under: Requirements, product development, project management — Tags: , — admin @ 9:12 am

Had another heated discussion with a self professed agile Guru who declined the offer to take the conversation public and place his arguments here, so I will do it on his behalf, but allow him the anonymity he desires. I will refer to him as John for argument’s sake and leave out some of the less important stuff.

The argument went like this:

John:  Your perception of agile is not right, you just don’t see the real benefits of agile because you are not a true agile practitioner, you just use it as a looser form waterfall when it suits you, but you never really took the faith. We are delivering year in and year out in a way we never could with a traditional approach.

Ed: I’m inclined to take that as a compliment. I hold deep suspicion of anyone who takes a methodology too seriously above and beyond the actual delivery of an end. I have indeed used agile to great effect, but wouldn’t use it except in situations where I believe it is the better approach.

John: That’s just it, you believe you know better, but if you tried it in this other situations you would find , like we do that it delivers more every time.

Ed: I would be interested to see the definition of delivers for the sake of comparison. I won’t discount the possibility that you are right, because like you, I don’t have facts and figures with which to make a real argument, but I do have compelling reasons for my decisions that I am happy to share with you.

John: And they are. .

Ed: 

1. Given and ideal world, the shortest and cheapest way to an end result in software is to know exactly what you want to achieve in advance, then know exactly what how is best to deliver it via software, have experienced people to do it, test rigorously against your acceptance criteria and roll out it once working perfectly.   I doubt anyone would argue with that.  I do accept that it probably has never happened and possibly never will, but it is the perfect scenario.
If we both started together and you used agile while I used a waterfall cycle, there’s little doubt that I would finish first and come in cheaper, though given the smoothness of the task, you would also perform well.

I would expect in that scenario, to get the business design right first time and agreed, to get the system design right first time and to have a very low level of defects in testing and instant acceptance by the client. Your trial and error approach would waste precious time and produce unnecessary artifacts.

 

2. The reason a business and I include in this definition the majority of public bodies, invests in IT is to save money or earn money. A commercial operation needs a return higher than the cost of capital as a fundamental criteria and it must also qualify as best use of limited capital.

The toughest part of a business case is nailing down the cost. If you don’t know the cost with a level of confidence, you can’t estimate the return confidently and you don’t have a case.

The agile argument about  “fit for purpose at  maximum cost” works well provided “fit for purpose can be relied on to deliver the expected returns and assuming that  it can be achieved, but ultimately, unless you can define the requirement well enough in advance to estimate the cost within reasonable boundaries and prove a business case, you are unlikely to ever get off the ground and probably should not.

 

John:

I don’t believe there would be a great deal of difference between the two performances is that case.

Anyhow, that’s all well and good, but there are many other scenarios where the business case is proven by the do nothing scenario alone E.G. defence, environment etc where the costs cannot be calculated accurately, but there is no argument about whether it should be done other than to figure out what will work best.

Ed: I agree with this entirely and in any of these many situations, I too would use an agile approach to remove the likelihood of a colossal error by learning as we go along.

It went on further but the point has already been made

This conversation went on a little longer and covered more ground, but I do feel that a lot was revealed about the importance of using the right approach for the right situation.

I do believe that a good business analyst with strong consulting skills can still earn his keep time and again by getting the requirements defined , understood , tested, verified and agreed at the outset so that accurate costing and planning can occur and the most cost efficient route can be taken.

I often see an agile approach taken as a substitute for consulting skills rather than as a good strategic decision and I do believe that this does nobody any favours least of all the agile approach itself.

About the author

What every business should know about agile

When is a business case not a business case

Agile- is this a short lived fad?

June 10, 2009

The true DNA of an agile project (exploding the myths)

Ignore the new vocabulary and you’ll find nothing new in the concepts.

If you have heard me pour scorn over some of the claims made for agile, you may be surprised to know that I’m an agile practitioner with some considerable experience and not at all adverse to the approach.  That said, I always repeat the words of my agile mentor Keith Richards (no not him silly) when I asked the obvious silly question. He said ” It’s horses for courses.  When you turn up for training we assume a certain level of education, intelligence and experience”.

OK so what is the big noise about. Well the underlying promise of agile emerged back in the seventies soon after the first Standish report when some of the industry leaders cooked up an alternative to the waterfall way of wasting money.
The theory and indeed the practice is totally valid when followed with a level of honesty.  You tell me how much you can spend, or how long you have and I’ll guarantee you a working system.
Note the difference from waterfall where you have two options: fix both budget and time and have a failure nine times out of ten, or fix  just one and reduce the odds by 2/3.(MSF).

Agile delivers on the promise when billed honestly and executed  honestly.
Here’s the metaphor.  Say you meet with your co-directors and agree that right now the thing that will  accelerate you to your goals is an very large extra table  in the boardroom with a tiny door and spiral staircase and you have only £n  to spend, or n months to deliver it. I will discuss your needs at length, then I will come back with a proposal that looks like this.

The minimum required to make this work is a top and thee legs. You don’t need four to make a table work, though I agree it would be nice.  It can’t be bought and even the top has to be constructed on site.
The legs are standard things and fundamental so I will order three of these and have them delivered.
We will start making prototypes using scrap wood  for legs and sticking planks together until we have a table that is just stable enough and functional enough to meet your needs.

This we are confident we can achieve within your constraints, if we have extra time or budget, which I expect we will have, we can add a fourth leg, or smooth it over, or add a coat of varnish. You can decide when the time comes, which is more important. That’s it. No miracles, no free lunches, just less pontification, more action and a product that is fit for purpose, if not always entirely pretty.

 When you wouldn’t use agile.

You would never use it to build a space shuttle. That type of project requires a right first time approach.  I shouldn’t joke about a tragedy like that. There can never be a serious consequence of getting it wrong first time. You shouldn’t use it unless you are bought in fully to the three legged table, if your mind is set on four, stick to what you know. If you are buying in the team either as contractors or a service company, it is risky, because highly competent  people is a prerequisite.
If your main motivation is to be involved on a day to day basis as opposed to making a decision up front. It is poison, keep away.

April 26, 2009

UAT – me, how do I do that?

Previous installments

IT investment for the smaller business
Why the Smaller business holds all the cards
Where has alll the money gone
Requirements gathering the first big mistake
Contract negotiation and on we go

Well here we are, though dragging slightly due to the unexpected holdup when everyone was so inconsiderate as to take a long break in the Summer and get all relaxed. It seems like a very short time despite the months that have passed, but we are now nearing a milestone when the vendor delivers the systems to us and according to both the vendor’s project manager and the IT manager, we are expected to do something called UAT.  Of course it’s not written in law anywhere, but to our project manager, it may as well be because he is following the conversation two sentences behind and trying not to look too foolish.  The vendor is still driving the agenda alone and the IT manager is still sulking, but gaining in confidence as the project approaches his territory.

The problem with COTS purchases and traditional testing methods is just that.

Well, it’s just that the methods were designed for a world where teams of engineers spent months writing code and then began to stabilise it and introduce it slowly into the business environment until it was a stable release and a good match for the tightly defined requirements.  At least that was the theory, there were usually problems about interpretation of the requirements and about how the outcome was actually achieved, but at least the bits did fit together and they followed a well established pattern. Vmodel was and still is the standard.

 That was a simple theory, you had to created business requirements, the analysts translated this into designs, the developers translated that into systems, then it was refined to make it usable and fill the gaps in interpretation of business requirements.

Logically therefore, you tested the business requirements with stakeholders and got it agreed, then the designs with business analysts to make sure it was properly interpreted, then the system to make sure it fitted the design. Along the way, there had to be technical testing to make sure it could run on the clients environment correctly and then a bit of testing to make sure it worked well enough for testers to commit weeks or months of their time.
Finally you arrived at the point where you had a working system that had no major bugs and appeared to meet the needs of users and it was time to let them loose on it.  That was UAT.

It usually flushed out little bugs that had been missed, it also flushed out poorly interpreted requirements that just didn’t work in a live environment. Additionally, it served as a way to win over key users and pre-empt any likely resistance to the process change aspect.

For a simple explanation, that has taken a bit of effort and probably lost me some readers, but it’s not a simple business.

So how does our project manager apply this to a piece of kit arriving on a CD with a few minor customisations and integration endpoints?
Maybe not the million dollar question, at least not every time, but an expensive one often.

Our friend has no detailed requirements to work to, because the initial ones were not adapted, but instead, the sales guy sold an existing package and said it will meet the requirements you described. If our friend hires a tester, he will need to go to the vendor’s and ask them to help him list exactly what this system is expected to do for the client in order that he can test it.
Were he to do that, alarming as it may sound to many readers, at least a start would be made on understanding what has been agreed, what is expected by whom and what the likelihood is of all these stakeholders being in the same book let alone page.
Now I am not a sadist, despite what you may be thinking and I have no intention of bringing up the business case and the business goals at this point, our poor friend is in enough trouble already.

The IT manager is now beginning to ask awkward questions and making apparently unreasonable demands about some sort of complicated and time consuming testing before he lets us install our system on “his” environment.  Is he out to get us? He never really was supportive anyhow, because he felt he should be in charge.

So where have we got so far?

We identified the need for change and made a business case for investment of the businesses capital based on some modest assumptions sound process change and cost reduction due to efficiency and we got the go ahead to do it.  We have not tested these assumptions against the new system being proposed and we have no idea whether any of the goals will really be met other than a stirring presentation and “good feel” from the vendor’s sales rep.

We found a supplier that we felt we could work with and agreed a contract, we know of course that that contract was tipped 90% in favour of the supplier, but we hoping that all will end well.

We are now approaching eminent delivery just a little behind schedule, but nothing to worry about and we are very confused about the communications coming from the vendor’s team. We are expected to complete “UAT” in three weeks and then sign off acceptance and pay the final instalment for services and we will begin to pay the support and other fees immediately. This has a very final and serious ring to it.

We are gathering up a few people and arranging a room where they can sit and “play with” this system for a few weeks. Then hopefully all is well and we are done.

We have met our milestones so far, the budget is at or below forecast and the CEO is very impressed with us, let’ s hope these IT guys don’t spoil the party.

Next:

Whose fault is it anyhow ?

 

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April 10, 2009

Requirements gathering the first big mistake.

Filed under: Requirements — Tags: , — admin @ 2:29 pm

Previous installments:
IT investment for the smaller business
Why the Smaller business holds all the cards
Where has alll the money gone
 Many seasoned project managers will start off a project by sending out his business analysis team to carry out requirement gathering.
Sometimes this is the right thing to do, in particular you should do this when you have a successful proven process that you want to automate using IT.  Requirement gathering then educates the IT people responsible for system design (the features) on what they need to achieve.
This is a different scenario, just think about it for a minute.  If we had the business case open and we had a succinct explanation of our goals and how success will be measured, would it not say things “like failing processes”, “lack of experience and knowhow” and would there not be talk of providing a new and better way and retraining people?

Here’s what actually happened.    
A Business analyst was hired to gather requirements and she went about learning how the business works and mapping all the tasks that people do every day. She was very thorough and presented it all back in neat UML diagrams with notes and she created a data catalogue to back this up.  An up and coming manager from the business then was appointed to find a supplier and deliver a system. He was instructed to report with final costs from shortlisted suppliers.

Off he went and began to invite various CRM vendors over to give presentations and answer questions.   They were given copies of the Business analysis in advance which some read and few paid much attention to.  Fairly quickly it became evident that this was a bit technical and he would have to rely on the vendors to keep him out of trouble and he quickly got it down to two people that he felt he could work with and asked them for quotes.  He had by now built relationships with these guys and they were advising him. The IT manager was also sitting on occasional meetings to make sure things were to his satisfaction.

He ruled out several vendors early on because their technology was not compatible.  He was a bit miffed that he was not in charge of this instead of someone who knew nothing about technology. It never crossed his mind that he knew nothing about business. He insisted on writing a features grid based on the business analysis and asking the suppliers to state whether they met all the requirements.

Eventually they chose a vendor that the project manager felt comfortable working with and that answered all the questions for the IT manager.

Perhaps this is a good place to finish this instalment and focus the attention on where we have got to from where we started.
We began with well defined business problems that required to be addressed urgently and which included lack of experience and know-how in the sales and marketing teams.  We ended up with a supplier chosen on the basis of the IT manager’s priorities and the Project managers relationship with the sales rep.
Par for the course.
At this point the budget has a debit side exceeding £30k and that takes no account of internal staff spending considerable time away from the day job.

Next week we will look at the contracts negotiation stage
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