An Introduction to Critel Professional Services

Gary Cerantola, P.Eng., MBA, ACCUD

October 1, 2015 BNI Georgian Triangle

“Your Success is Our Business.”

Agenda

• My Story about What EB has to do with Process

• What does Critel Offer

• Critel’s Approach

• Collecting the Information

• Working the information

• Building Your Plan

• Checking in

Elevator Pitch Critel Professional Services

• Do you know why your business is not doing so well this year?

• We make planning work for you. We will show you how to understand the critical elements of your business so you can increase your sales, increase your productivity, increase the quality of your services and at the same time reduce your costs. We will identify how this business needs to fit your business personality.

• Canadian Business Magazine says that most small businesses can impact their business results with a few short hours a year doing some relevant business planning

• While many consultants want to come in and re-invent your business using textbook methods, we work with owners focusing on what’s important to you (your values),your value proposition your business model, and the critical success factors that are directly affecting you and your business.

• We will use critical thinking methods and involve you in working through tried and true worksheet methods to make your business plan meaningful.

• Our founders have over 30 years of planning marketing and business operation experience across several industries.

• When can I come by and take you through a simple presentation on how we can help you grow your business ?

“Your Success is our Business.”

Why Businesses Choose Critel

• Critel educates as it facilitates; a portfolio of Critel explainer worksheets and critical thinking methods are explained and used

• Critel focuses on the business owner and builds your plan your way. Our front ends process builds identity based on the make-up of the owner

Planning Help

The What The How The Why outside of the plan

The Why Inside the plan

The Customer equation

The Owner equation

Templates from the internet

X X

Consultant X X X X

Workbooks fromFinancial Institutions

X X

X X X X X X

Levers that affect Customer Change

Appealing to people’s emotional side to inspire action:1. Focus on an Individual – We feel more for a visceral picture of a

starving kid than a “100 kids die from starvation daily” statistic.

2. Appeal to one’s Self-interest – Tell customers what they stand to gain, not the features your product has.

3. Relate to one’s Identity – We buy things that appeal to our identity: who we are, and what we value.

4. Establish an Association – Allow people to associate something they do with something you want them to care about.

Levers of Change to engage Customers to buy your Products and Services

Change Lever Attributes Business Plan Lever

Self-Interest What’s in it for the Customer (WIIFM)

Value Proposition

Identity(e.g. Fraternity of Firefighters)

You are one of them (Endorsements from your target

market users)

Your ValuesYour Social Profile

Your StoryYour Mission Statement

Your Brand Promise

Association(e.g. Local Cancer prevention

group purchasing and endorsing Juice Plus)

Going in the same directionCommon Goals

AlignmentShowing how you work with them

GoalsObjectivesStrategy

Business Model

A good Referral for me is someone just starting out in business, a business owner needing to make a major business decision or not satisfied with the growth of their business or where it’s heading, and an organization needing an outside point of view

or management service not available in-house

• Not enough cash to get done what they need to get done.

• Can’t get enough customers

• Can’t keep employees

• Can’t get those big jobs

• Really don’t know what my business sweet spot is

• Not sure where I need to be in the market

• Not confident my products and services are truly relevant in my market place

• Wondering why my competitors are doing better than me

• Not sure how to grow and expand my business while limiting my risks

• Not sure what kind of information and approach I need to share with my financial institution to get financing

• Not sure what are the critical success factors to be mindful of to make my business noticed above and beyond my competitors

• Wondering how to keep my customers coming back

• Need to resolve a business issue with the help of an independent third party

Best Power Team Partners

Business to Business Suppliers and Providers:• Insurance• IT• Book keepers• Trainers• Facilitators

Critel helps you build a “Customer Tuning Fork”

not a Plan

Your Business Plan Your Customer

Self – Interest

Identity

Association

Self – InterestYour Value Proposition

IdentityYour Values

Your Social ProfileYour StoryYour Mission StatementYour Brand Promise

AssociationYour GoalsYour ObjectivesYour StrategyYour Business Model

“Helping you unleash your personal passion to drive your

business plan.”

Who you are and Why you do it

What you do

How you do it

When you do it

Programs

Staff, Skills, Style, Systems/Process, StructureStrategy, Shared Values

Beliefs

Mission

Vision

Attitudes (Culture)

Principles & Brand

Values

Strategies

Goals

Purpose

Objectives

Initiatives

Critel Professional Services Layer Cake Model Starts Here

Current State

(1) Where are we now? (The Situation)(2) How did we get there? (Our Momentum)(3) Where are we going? (The Direction)

Desired End State Shared Vision

(4) Where should we be going? (Desired Direction)

StretchStrategic

Goal

StretchStrategic

Goal

(Lights On)

StrategicGoal

(Lights On)

StrategicGoal

Critel Planning Framework

(5) How will we get there? (The Strategic Plan)

Critel Professional Services Looks Like This

Critel Strategic Framework

Vision

Strategy

Goals

Objectives

Value Proposition

Mission

Business ModelCompetitive Advantage is built into the business model

A key component that drives execution as it points and guides the organization down a chosen path providing the context for how strategy should unfold

If your strategy is right and your business model is designed to create competitive advantage then it’s all about execution of the value proposition

If Competitive Advantage is the goal then Strategy is the means

Critel Professional Services Flows Like This

Critel 4S Method

Critel Professional Services Here are the Steps

Planning Discovery - One on One Interview

Critel Professional Services Here’s how We get Started

You fill out the forms

Critel puts the draft together with a few options and things to consider

We get together one more time to agree on the deliverables

Critel Builds the Plan Final Draft and the Customer Completes it

Check in by Critel

How do we do it?

• We provide insights on knowing who you are as a business person and what will work for you, your business and your customers.

• We create a plan that enables your personal passion and suits your personality. That makes it doable.

• We provide you with insights on how to evaluate your market and your competitors. You fill out the forms for your personal records.

• We identify the critical success factors in your market and for your business.

• We show you how to rank the issues you are facing with in your business and how to set your priorities

• We get to the specifics and show you how to develop a Vision, Mission, goals, objectives and measurable tactics

• We show you how to develop a simple strategy canvas so you can make your offerings unique in the market you are working in

• We show you how to create a critical few set of measurements to guide success and growth in your business. “What gets measured gets done”

• We have the forms to make planning easy and repeatable.

Collingwood Blue BNI Team Personal Values Profile

0

1

2

3

4

5

6

Personal Value Frequency

Personal Value FrequencyValuePersonal Value

Frequency

Commitment 5

Creativity 5

Family 5

Balance (physical/emotional/mental/spiritual)

4

Ethics 4

Health 4

Integrity 4

Respect 4

Adaptability 3

Collingwood Blue BNI member aspired values for the chapter

0

1

2

3

4

5

6

7

8

Corporate Value Frequency

Corporate ValueFrequency

Values

Corporate Value

Frequency

Customer satisfaction 7

Continuous improvement 5

Honesty 5

Commitment 4

Efficiency 4

Ethics 4

Information sharing 4

Accountability 3

Leadership development 3

Your Business Model

• Internal ordering,

coordination and billing

• External outsourced

technical support

• Affordable telehome

monitoring equipment

• Efficient installation and

technical support

• Additional revenues for

CFDC offices

• Profits reinvested in

community• Through CCAC orders

• Local CFDC offices

• Home care providers

• Retail chains

• Insurance providers

• Exclusive agreement

with ILI

• Contract with OTN

• National network that

can be used if applicable

• Government

• Health Care Providers

• Insurance companies

• Chronically ill patients

• Operating overhead

• Contracted technical

services

• Purchase of equipment

• Ongoing services

• Royalties from OTN orders

• Asset management and

technical support services

• Retail sales

• Consumables

• Ideal Life

• OTN

• Telus

• Home Care Providers

• Pharmacies

• Insurance companies

• Presentations

• Brochures

• Testimonials

• Website

• Videos

Value Proposition

Distribution Channel

Target Customer

Customer RelationshipPartner Network

Activity Configuration

Core Capability

Cost Structure Revenue Model

You Know all these things but have you ever written down all these things in one place to consciously understand how they all fit together and with whom and where you should spend your valuable time?

Value Proposition

1. Equipment is affordable, seamless and easy to use for customer and health provider

ILI equipment is the most affordable equipment on the market with the ability to record data to the patient health records without the patient having to change their lifestyle at all. Health providers are able to easily chart patient data including alarms if the patient is outside of target threshold.

2. Provides more cost effective end-to-end service model with technical support through to health coach to back end software

FHS has developed an end to end solution for those FHT that do not want to review the data on a daily basis. FHS is also able to provide a health coaching service for an additional fee.

3. Platform is based on cloud computing and scalable so adding new devices for consumer is inexpensive and simple.

No data resides in ILI equipment so updating and adding new equipment is quick, simple and inexpensive compared to competition equipment

4. FHS provides cost effective Canada wide distribution networkThe CFDC program provides a distribution network that other providers do not have and as such have a hard time reducing their shipping and installation costs

CSFs

Planning Timeline

EnvironmentalScan

Values VisionMission

GoalsObjectives

InitiativesProgramsProjectsAction Plans

Issues Development

Barriers

Critical Success Factors (CSFs)

Critel Professional Services One example where Critel introduces Critical Thinking

Strategy Canvas – What you do and will not do compared to the Industry

1 - low

5 - high

3 - medium

Org

aniz

ation p

erf

orm

ance

Your company

Average in your industry