Business Development and Consulting

It is a different world from a business perspective as well. It is no longer enough to embrace technologies and solutions and make those our signature statements to the market. We must now understand business models, finance, human resources, continuing education, market trends, and business development to name just a few of the areas that will determine our success or failure in a maturing industry. As individuals who have long prided themselves on being technologists, the paradigm shift to becoming better business persons is no small endeavor but one that will pay off in the end.

In the journey to a solid business model in a triad of ever changing industries there are two key things that must take place. The old axiom in real estate is that the three most important things are location, location, and location, in our case, in the beginning; it is all about analysis, analysis, and analysis. First of all, you must understand where your company is from a business perspective at this point in time with all the good, the bad, and the ugly in clear view. The second part of the analysis process is to decide what companies you will partner with as you shed the excess weight of those who are not capable of seeing your new vision.

The first stage of analysis is the one that is most difficult because it takes truly dedicated time and more than a little courage, strength, and insight. This is the often politically sensitive introspective stage. In the opinion of Brawn Consulting, the best way to do this is to perform a SWOT analysis within a select group of company insiders employing an outside moderator (under non disclosure of course) whose task it is to keep the discussion on track. SWOT stands for Strength, Weakness, Opportunity, and Threat.

  • Strengths:
    • What advantages does your company have?
    • What does your company do better than anyone else? 
    • What do people in your market see as your company’s strengths?

Consider this from an internal perspective, as well as from the point of view of your customers and people in your market. Be honest and individually write down a list of your strengths and then compare notes with the team. Remember that if all your competitors are offering a similar service or product, then this is not strength, rather a market necessity.

  • Weaknesses:
    • What do you see as your weaknesses?
    • What do others in the business see as your weaknesses?
    • What do others do better than you?
    • What could you improve?

This also must be looked at from an internal and external perspective.  Honesty at this stage is a prerequisite for success later on.

  • Opportunities:
    • What and where are the good opportunities facing your company?
    • What positive trends you are aware of in technologies, the market, or purchasing patterns?

Ask yourselves how your strengths play into opportunities and conversely, how your weaknesses prevent taking advantage of potential opportunities. 

  • Threats:
    • What obstacles does the industry face?
    • What obstacles does your company face?
    • What is your competition doing?
    • Are the projects, products or services changing? 
    • Do you have bad debt or cash-flow problems?
    • Could any of your weaknesses seriously threaten your business?

Carrying out this analysis in an open and honest forum will be illuminating in terms of pointing out what needs to be done, as well as putting problems into perspective. It creates a roadmap for overall company progress and growth.

The second phase of analysis that we suggest is one that compares potential partners for your company in the areas of products and services. Research shows that the reasons we act in a certain way or involve ourselves with certain companies has more to do with emotion than factual analysis. In this regard Brawn Consulting has developed what we call the 5P Analysis. Our perspective is that by comparing “apples to apples” in a non prejudicial environment, we are more likely to make an educated choice rather than an emotional decision.

The 5P Analysis takes a look at Product, Price, Program, Process, and People in detail. This permits a fact based decision for all the “right “reasons and provides a type of SWOT analysis of its own in the process.

  • Product:
    • List products or services to be compared
    • List options
    • List specifications
    • Note observations on performance or options issues

In this category you can have products or contracted services. These are the “things” you buy to resell or contract from a vendor and may even include items like banking, insurance, etc. This section of the 5P analysis should adequately illustrate the details of the specific items/services to be reviewed and compared. 

  • Prices:
    • Note the core prices
    • Note prices on options
    • Note buying requirements, freight, and payment terms

Remember in the area of price, the lowest price is not necessarily the lowest cost. If you end up with a “low” initial price but pay for it with poor service, or a pain in the neck company to deal with, what have you gained?

  • Programs:
    • List any volumes purchasing incentives
    • List market development funds or co-op marketing
    • Is training available at no charge.
    • Other incentives or programs?

Programs are traditionally behind the line discounts or items that facilitate the sale of a vendor’s product through your company. In the case of services, programs like training and individualized support can be important. Remember programs that are unobtainable or out of reach are of no benefit to you.

  • Process:
    • Explore the purchasing process.
    • How is customer service handled?
    • How are complaints adjudicated?
    • Explore other processes that might affect your relationship.

This section is all about how “easy” a company is to do business with. The lowest price and best programs will NOT make up for a company that is a nightmare to do business with.

  • People:
    • Does the vendor sufficiently call on your company?
    • Do your vendor’s personnel serve your needs?
    • Do you like and respect the vendor’s staff?

It is still a relationship business and the people calling on your company from a vendor can and often do make all the difference.

The message in a proper business analysis is to take the time to explore who you are and what you hope to be as a company and in the end implement the changes necessary to reach your goals. After the process of soul searching it is equally important to select vendors for both products and services who “get it” and are ready willing and able to support you in the next phase of your company’s growth. It will be time well spent.

Brawn Consulting offers several programs for business analysis; go to market strategies, and market intelligence and research.

  • Conducting company internal SWOT analysis:
    • This is used to help focus activities into areas of strength and where the greatest opportunities lie. This is used to identify the dangers that take the form of weaknesses and both internal and external threats. The four attributes of SWOT:
      • Strengths - What are the advantages? What is currently done well? (i.e. key area of best-performing activities of your company)
      • Weaknesses - What could be improved? What is done badly? (i.e. key area where you are performing poorly)
      • Opportunities - What good opportunities face the organization? (i.e. key area where your competitors are performing poorly)
      • Threats - What obstacles does the organization face? (i.e. key area where your competitor will perform well)

  • Conducting company internal MOST analysis:
    • This is used to perform an internal environmental analysis by defining the attributes of MOST to ensure that the company is heading in the right direction and the projects you are working on are aligned to each of the 4 attributes. The four attributes of MOST:
      • Mission (where the business intends to go)
      • Objectives (the key goals which will help achieve the mission)
      • Strategies (options for moving forward)
      • Tactics (how strategies are put into action)

  • Development of "Differentiation" Programs and Value Propositions for:
    • Manufacturers
      Brawn Consulting breaks away from the myopic approach in current "go to market" strategies. The "tried and true" no longer works in a world of commodity products. We work with manufacturers to create effective distributor and/or direct dealer business models that takes into consideration the new market paradigm that we all face today. From effective communication to internal and external training programs we develop a continuing link from manufacturer to distributor and VAR that transcends the “lowest price” mentality erroneously termed conventional wisdom.
    • Distributors
      Distribution is all about efficiency, timeliness, and ultimately differentiation. Brawn Consulting develops programs that interface between the manufacturer and the distributor as well as the distributor and the value added reseller/integrator to create the image of a Value Added Distributor in the minds of those you serve. In the world of distribution, it all boils down to availability, value, and finally, price. Brawn Consulting works with you to create value, which is recognized by those you serve. This comes in the form of product knowledge, application engineering, excellent communication and customer service. If managed properly, the issue of price becomes a non issue. 
    • Value Added Resellers/Integrators
      In a world of commodity products Brawn Consulting provides the missing pieces to the puzzle of differentiation and profitability by providing unique sales and marketing programs that "fit" your value added message. By developing a personalized “value proposition” you will be able to create a “signature look” for your company that delivers the most effective and profitable impact possible.
    • Sales and Market Intelligence Research
      Accurate and useful sales and market data are essential to growth and more often than not are hard to come by. Brawn Consulting, with nearly three decades of experience in every aspect of the commercial audio visual, IT, and more recently digital signage markets, provides detailed confidential information on markets, products, quantities, applications, and prices in specific areas selected by the manufacturer, distributor, and value added reseller communities. Deliverables are based on the 5P Approach created by Brawn Consulting with detailed overviews of Product, Price, Programs, Process, and People with appropriate market trends and forecasts.
    • System Design Peer Review
      For those instances when the architect, interior designer, consultant or end user demands a second opinion, Brawn Consulting provides professional audio visual systems design peer reviews and support documentation of your design approach.