Strategic Community Investment with Steve Guengrich

Strategic Community Investment

Steve Guengerich

Co-founder, Appconomy Managing Director, BroadBrush Ventures

What We Do

Location & context aware software for retail and other indoor applications

Marketing

A social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products (or services) of value with others.

Marketing Management

The process(es) of planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy individual and organizational objectives.

Marketing Communications (aka promotion)

• Advertising

• Public Relations

• Sales Promotion

• Personal Selling

See: www.PragmaticMarketing.com

See: www.PragmaticMarketing.com

Power

Organized

Money

Power

Organized

Money

Organized Money

Organized

People

Power

Organized

Money

Organized

People

Power

Organized

Money

Organized

People

Organized

Ideas

Culture

Beats

Strategy

Corporate Culture and Performance, John Kotter and James Heskett

Over an 11-year period leading up to the books’

publication, Kotter and Heskett found that the former (strong-culture companies) outperformed the latter by:

• Increasing revenues an avg. of 682% vs. 166%

• Expanding workforces by 282% vs. 36%

• Growing their stock prices by 901% vs. 74%

• Improving their net incomes by 756% vs. 1%

Great Culture

Company(ies)

Customers (Current + Prospects)

Stakeholders (Investors, neighbors,

“the public”)

Strategic Community Investment

Customers (Current + Prospects)

Stakeholders (Investors, neighbors,

“the public”)

Company(ies)

• School

• Clinic

• Museum

• Park

Community

• School

• Clinic

• Museum

• Park

Community Investment • More than $

• Researched

• Aligned

• ROI

• School

• Clinic

• Museum

• Park

Strategic Community Investment • More than $

• Researched

• Aligned

• ROI

• Long-term

• Differentiating

• Cultural

Strategic Community Investment = / Lean

Obstacles

• A distraction

• No money

• No time

• No skill

• Can’t measure

1. Know your mission

Answer these questions:

1. What do we do?

2. How do we do it?

3. Whom do we do it for?

4. What value are we

bringing?

2. Have a clear vision and communicate it

-Wall Street Journal – “the world's most influential business thinker” -Fortune magazine – “the world's leading expert on business strategy”

Remarkable contributions are typically spawned by a passionate commitment to transcendent values such as beauty, truth, wisdom, justice, charity, fidelity,

joy, courage and honor.

Remarkable contributions are typically spawned by a passionate commitment to transcendent values such as beauty, truth, wisdom, justice, charity, fidelity,

joy, courage and honor.

Great vision

Think Different

Just do it

Don’t be evil

truth

courage

justice

3. Motivate and empower

3. Motivate and empower

4. Then just do it

4. Then just do it

4. Then just do it

5. Pace yourself

Plan

Do

Review

Pick the right Strategic Community Investment?

Plan

Do

Review

Partner Choice?

Inputs: Partner Selection 1. mission statement

2. values

3. vision (if they have one)

4. most recent sales (or pre-revenue)

5. monthly sales (if any)

6. pro forma annual sales

7. company and individual names of board members / investors (if any)

8. company and individual names of 10 (or more?) largest current (and target) customers

9. company and individual names of largest current (and target) other creditors, like key suppliers, bank, etc.

10. industry they are in (SIC or other useful standardized category?)

11. sub-sector industry, if appropriate

12. top competitors (if any)

13. product(s) offered

14. service(s) offered

15. costs of products / services

16. company location(s)

17. employee location(s)

18. budget - monthly, annual

19. company cost of qualified lead acquisition

20. other company/workforce intangible(s) or preference(s)

A candle loses nothing

lighting another

candle.

- James Keller

Ways to contact me

Steve Guengerich Twitter: @sguengerich

Blog: www.Guengerich.com

LinkedIn: www.linkedin.com/in/guengerich

Thanks!