What is Your Plan for 2006?
By Peter J. Ciaravino, President of Strategic Advantage Consulting, LLC
(607) 748-1402   www.saconsult.com


 What does it mean for a business to build strategic plans or to be strategic in its planning? It really means developing focus - focusing on what you do best, who you should be focused on, and how you will execute your plans. The smallest size organization (profit or non-profit) can benefit significantly from building a solid strategy.   

Who should consider strategic planning? 
 Anyone interested in achieving far better operational results, including new customers, higher profits, and a higher return on investment for all the money and time invested in their business.

 Strategic planning is one of the most powerful tools an organization can use to achieve results. Studies have shown that organizations that actively engage in strategic planning will significantly outperform their competition over the long haul.  

What would be the practical benefits to your business from strategic planning?
 There are many but, perhaps, the most valuable would include:

 1.  A clear and focused marketing strategy - An effective strategic plan provides the marketing objectives that must be accomplished to capitalize on your business' greatest potential in the marketing place. Decisions on sales strategies, promotions, and advertising are based on a clear plan, with pieces that fit together like a completed puzzle.

 2.  Clear organizational objectives - A strategic plan delivers clear organizational priorities. Are you ever frustrated by an overwhelming number of goals and objectives that need to be accomplished?  What use of your time will yield the best results for your business? How can you know?  Without a clear strategy, your business runs the high risk of traveling down too many roads, or worse, having your team members travel down different roads. By having a solid plan, you can have them understand and implement your most critical business objectives - short term, mid term, and long term.

 3. Enhanced performance and productivity - The productivity and performance of your business will improve with the development of clear priorities and as the direction and objectives necessary to accomplish these are communicated and understood by all.  You can determine who is responsible for what major objective and align your strongest employees with the best opportunities.

Who should be responsible for strategic planning?
 The business owner, president, or executive director has primary responsibility for strategic planning, as it sets the course and direction of the organization. However, this leader should assemble a team of key managers, board members, or other key stakeholders who truly care about the organization's success. The reasons for this are to obtain the benefit of multiple strategic insights and to gain "buy in" from the important members of your team.

What is the general planning process?
 Through a series of structured planning sessions, you will take a very comprehensive look at both your external and internal environments.  These planning sessions should be led by a professional consultant, for maximum objectivity, or by a designated, qualified member of your team. 

 The strategic team facilitator will lead the planning team through a thorough examination of a number of significant areas, including competencies, existing marketing strategies, management organization, technology, etc. Once you have taken a comprehensive and objective look at your business, you are ready to prioritize your strategic direction and outline what specific steps are necessary to achieve your goals.

But you are making truckloads of money - why bother with planning?
 How much more money could you be making with planning? The very nature of strategic planning yields excellent opportunities to enhance your growth and success and is an on-going, year-to-year process, independent of success in the short-term. Avoid the risky pitfall of complacency. Times change, bringing new competition, better technology, or, as currently, a gas crisis. By continually updating your strategic focus, you have a much better opportunity to capitalize on changes that will occur and not be crippled by them!  

 Let 2006 be the year you develop a solid plan for your business and enjoy unprecedented opportunity to excel.