© 2017 by Jonathan B Davis

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Training Case Study

SMBs
Providing Small- to Mid-Sized Businesses with Tools to Address Growth Issues

Background

Small- to mid-size companies (SMBs), the drivers of the United States economy, face growth challenges that they sometimes don’t know how to work-through. Stakeholder interviews and conversations with owners revealed a wide range of potentially addressable needs including:

  • “my business is growing rapidly but I don’t have the time to step back and ensure operations and products are aligned with continued expansion”;

  • “our team has ideas about the brand’s potential but we need an objective perspective to choose the best path”; and

  • “my company’s growth has slowed but we’re not sure how to act before things get serious”.

Solutions

Starting with a focus that was ¾ growth and ¼ brand and partnering with another team that had a ¾ brand and ¼ growth focus, I co-developed The SMB Growth Acceleration Program.

  • A three session “boot camp” to empower SMB leaders to address growth challenges, the Program created value by balancing strategic frameworks with immediately useful ideas. Modules included: understanding what type of competencies (e.g., product innovation, customer intimacy, or operational efficiency) your business should focus on; framing your competitive set based on this categorization; addressing functional and emotional customer drivers; and selecting an achievable array of growth activities over the short- to mid-term.

  • I led the growth modules and my partner led the brand modules.

 

The well-received inaugural program was held in Chicago and provides a template for a similar or scaled-down offering elsewhere.

 

Category

  • Retail

  • Media

  • Healthcare

  • Wellness

  • Medical devices

  • Education

  • Non-Profits

  • CPG

  • Financial Services

 

Type of Business

  • Medium Size

Insights

  • Category Research and Competitive Analysis

  • Stakeholder Interviews, Ethnographic Research, and Customer Experience Mapping

  • Workshop Staging

Strategy

  • Business Model Development / Refinement and Market Entry Paths

  • Brand Positioning, Architecture, Extensions, and Activation

  • Lifestyle Branding, Employment Branding, and Brand Education

 

Implementation

  • Development and Alignment with Strategy

  • Naming, Tag Line, and Brand Essence Creation

  • Retail Design, Collateral, POS, Direct Mail, Site Concept and / or Wire Frame Development