Preparing to Plan: Three Key Questions

As is the case with just about any meeting, the “Three P’s” are in play: Preparation (before the meeting), Participation (during the meeting), and Performance (follow up after the meeting). A strategy and planning meeting is no exception.

Among the many tools used to prepare the planning team in advance of a strategy session is a simple three-way Capabilities Grid which dials in on your core capabilities and the three dimensions of business success: organizational competency, market demand, and the competitive operating environment.

Begin by listing at the top of each column your key product and service offerings. These may be shown as production capabilities or specific products and/or services. Add these from left to right in order of frequency and popularity.

Next, complete each row of the three dimensions:

Organizational Competency. Here, brutal honesty is needed. Are you good at this? At what level on a scale of 1-10? Are you improving your capability, adding new technology and better equipping your people? Do your customers offer documented, positive feedback? Are they reflected in your brand recognition? Are you known for this particular offering, and do you enjoy a positive reputation for this?

Market Demand: Note that demand is different from need. While you may perceive a market need, this is of little consequence until and unless your clients and prospects recognize and act on this need, resulting in an expression of demand. Is this level of demand likely to grow, contract or remain static?

Competitive Environment: What is the level of competition for this product or service? Are these provided by the “usual suspects” or are there non-traditional competitors to be considered. How likely is it that the level of competition will contract, stay about the same or grow? Will technology and other factors make it easier for customers to procure it?

Utilizing this simple tool can be useful in advance of a COS analysis (Concerns, Opportunities and Strengths). The grid format makes for a helpful overview of where gaps and potential exposures exist and, conversely, where there are unique organizational strengths. These form the foundation for establishing and articulating planning strategies.

For more information on preparing your team for a robust, productive planning session, and for a complimentary copy of the Capabilities Grid, contact me at joe@ajstrategy.com.