If anything, 2020 is probably the best time for a small or medium business to really shift gears and understand how best to use the tools available to them in order to take their brands to newer heights. As always, the customer should always be your primary focus, the point to understand how to best train your employees, restructure your product and use the right technology collectively to ensure that your customer’s experience with your brand is that much better in the upcoming New Year.
While your various departments are probably well into putting their 2020 plans together for you, it may be good to create a single page document that ensures that everyone is literally on the same page and your plans have a far more integrated approach than before. You need to be able to define your corporate vision in a manner that will ensure this will happen so that all areas of your business know where to focus. Here are a few areas that your single page vision should ideally include:
OBJECTIVE – you need to clearly define what you are trying to reach at the end of your plan so that your teams can work backwards to ensure that these objectives are met.
CULTURE – what is your corporate and business culture? How would you like this culture and atmosphere translated into the way you do business with all your external stakeholders? There is no point in claiming a culture that others outside your organization don’t see.
MISSION – what is your overall corporate mission? Not just in terms of the upcoming year of your planning cycle but in larger terms. Defining this will allow a lot of departments’ plans to fall into place from a far more strategic and visionary perspective.
MARKET – the evolving consumer needs further definition in 2020 so ensure you clearly and expansively define your markets, segmenting them as far as possible to ensure that the correct strategies and tactics can be applied based on the various types of people you want doing business with you. Define your current customers and your potential ones because retention is as important as new acquisitions and budgets need to be allocated for both groups accordingly.
MESSAGE – Irrespective of the various promotions and campaigns you plan to be implementing throughout the year, it is essential that each of these carry the same message or perspective. This enables your audiences to know who you are where you coming from at all times. Ensure that each of your activities is designed in such a manner that this message is continuously enforced throughout the year.