SELECT MARKETS FOR REINVENTION PROJECTS - william eastman

William Eastman - “Living The Life...On My Terms”

Introduction
It is the third radio day after last week's World Summit, our hard launch of the radio station.

I want to thank you for our entire team, for tuning in and joining us to celebrate the start of our 3rd Season. Now it's time to make the changes that became apparent and take the business to the next level and expand our OnAir 24X7 coverage of the globe.

The station’s theme for Season 3: Many Countries, One Language - BUSINESS.

WHY?

5% of the world population employs 57%. Let’s turn that into numbers - 375 million entrepreneurs employee 1.9 billion people. We have the most significant community in the world, the facts don’t lie.
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Objectives - The WHY
This pre work is more important than any to date. Your decisions and therefore mistakes are potentially fatal. If you fail to focus on the right interventions or the right markets, your reinvestment in the firm could put you out of business. Take your time and get this right.

Key Issues - Owner/Facilitator Perspective

1. Working large to small - market with greatest growth potential for reinvention,
2. Markets with greatest ability to microsegment and create monopolies,
3. List of current accounts for collaboration, 
4. Non-accounts with potential for collaboration

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What You Need to Know - The WHAT
Here you need to revisit all of your marketing research conducting Stage I due diligence. If you did the research by buying articles, it might be time to subscribe to create an ongoing Market Intel function run our of the Executives office. If you are at Stage VI - this is why you're being paid the big bucks.

You should be Monitoring the following information to understand how it will affect customer's buying decisions and competitor response::

• Regulatory changes, this includes taxes, in the areas you operate, sell to, or intend to enter;
• Economic trends in the areas you operate, sell to, or intend to enter;
• Scientific/Technical advances that affects your industry and customers; and
• Zeitgeist trends that affect how the herd and contrarians are going to respond.

What You Need to Do - The HOW

1. Working large to small - which markets do you currently service with greatest growth potential for the reinvention offer?
2. Working large to small - which markets do you not service with greatest growth potential for the reinvention offer?
3. Which markets have the greatest potential to micro-segment and create monopolies? You are looking for natural groups (unmet or under met needs) for subdivision, and areas without significant competition.
4. List of current accounts for collaboration. Who would be interested in collaborating to help you develop X and what is in it for them?
5. Non-accounts with potential for collaboration. Who would be interested in collaborating to help you develop X and what is in it for them?

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