History

Performance

Identify Gaps and Opportunities

Customers

Your Ideal Customer

Who are your best customers? And how do you get more of them?

Brand identity

Business Personality

How is your business perceived by your customers, suppliers and staff?

Performance Achievements and Gaps

Data analysis, coupled with your knowledge of the business and markets is  a very effective way of identifying opportunities, threats and gaps.

Regardless of the size or longevity of your business, viewing the data within the context of your vision and mission is critical to the context in which the data is analysed.

Data can be both qualitative and quantitative* and should paint a picture of the available knowledge and where more information is needed.

One of the fundamental purposes of data analysis is to surface current unknowns.

*quantitative/qualitative data definition

Your Ideal Customer

If you are an established business you may consider starting with a description of the characteristics of your best customers and how can you could find similar opportunities.  Use any data available to better inform an objective description.  Some of the criteria could be:  volume and frequency of purchases, payment time-frame, service calls, returns, etc.

For new businesses, it is worthwhile undertaking a buyer behaviour study to determine the types of buyers suitable for your products/services.  For instance, is your product/service high involvment, i.e., there is risk associated with the purchase.  An example is an expensive overseas holiday that will use all of the available holiday time.  Risks could be time, perceived value and end experience, etc.


What is Your Brand Personality? 

How do you wish to be perceived in the market by customers, suppliers, staff, competitors and potential customers.

Branding and Positioning clarity informs style and communication throughout your business - internally and externally.

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