Are you truly MARKET DRIVEN Or in your (Engineering) Comfort Zone?

 

Head in Sand

My career has centred around working for engineering based manufacturing & project companies, full of great engineers, but often lacking real market understanding and focus. I guess this goes with the territory!

Don't get me wrong, engineers have tremendous skills, but all too often a business owner /start-up stays within their comfort zone; throws huge passion, energy & dollars at the development ... but fails to address the all important business case, market fit, & commercialisation. Sound familiar!

I recall joining a $10M pa turnover company as their CEO with a brief to take the company further afield internationally. My first steps were to spend serious time in the marketplace - talking to customers, influencers, key suppliers etc; to get a real grip on whether we really had a Value Proposition; whether our marketing messages were getting through; what product and service changes we needed to make to really compete. This was dynamite, and taken back internally to our design and manufacturing teams. The net result was to develop our Strategic and Business Plans from a true market perspective; and progressively refine our internal operations to deliver what our target customers needed and were willing to pay good money for. Within 6 years we had grown to $40M sales a year, with numerous awards and a true brand!

These days I work as a Business Coach with SME's including Start-Ups. Naturally we delve quickly into their Business Model (or lack of) as a basis for growth. And guess what: invariably there is strength on the technical aspects of the business, but huge gaps with the market/commercial side of the equation.

So quickly, my clients embark on reviewing their target markets; whether there is a real market fit, or whether they should refine/focus, or possibly diversify/expand, including looking further afield with exporting.

I invite you to check out my short video at My career has centred around working for engineering based manufacturing & project companies, full of great engineers, but often lacking real market understanding and focus. I guess this goes with the territory!

Don't get me wrong, engineers have tremendous skills, but all too often a business owner /start-up stays within their comfort zone; throws huge passion, energy & dollars at the development ... but fails to address the all important business case, market fit, & commercialisation. Sound familiar!

I recall joining a $10M pa turnover company as their CEO with a brief to take the company further afield internationally. My first steps were to spend serious time in the marketplace - talking to customers, influencers, key suppliers etc; to get a real grip on whether we really had a Value Proposition; whether our marketing messages were getting through; what product and service changes we needed to make to really compete. This was dynamite, and taken back internally to our design and manufacturing teams. The net result was to develop our Strategic and Business Plans from a true market perspective; and progressively refine our internal operations to deliver what our target customers needed and were willing to pay good money for. Within 6 years we had grown to $40M sales a year, with numerous awards and a true brand!

These days I work as a Business Coach with SME's including Start-Ups. Naturally we delve quickly into their Business Model (or lack of) as a basis for growth. And guess what: invariably there is strength on the technical aspects of the business, but huge gaps with the market/commercial side of the equation.

So quickly, my clients embark on reviewing their target markets; whether there is a real market fit, or whether they should refine/focus, or possibly diversify/expand, including looking further afield with exporting.

I invite you to check out my short video at http://globalise.co.nz/growthology-great-introductory-offer/

 

Regards. Neil

Welcome to my BLOG page

 

Shared Knowledge & Experience

Periodically, I will be sharing content that I believe will be useful for my clients and other SME Business Owners and Managers out there who are serious about business growth, whether at home or in export markets. 

The content will be based on my 35+ years working in the international environment at various levels, including CEO, GM, various commercial management positions, and as a Business Coach over the last 10 years working with SME Business owners and their teams in the manufacturing/engineering field. During my career I have lived and worked in New Zealand, the UK, and North America; and I have gained a great deal of experience in these markets, plus South America and ASEAN.

Check out a few of the blogs and if they are useful then take a few seconds to "subscribe". You will not be bombarded with emails, rather periodic notifications on new blogs and events like webinars which can help.

Regards

Neil

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