You’ve had the secret weapon to beating the Great Recession all along. What you need to do now is remove it from hiding, read the user manual, and customize it to your industry sector and company.
In my last blog post, I talked about why we are on the uphill climb to economic recovery. Now I want to talk about developing and using your secret weapon – a Comeback Plan. This should be an actual concrete (while flexible) plan and you need to launch it now – even if you believe that your company’s recovery is a year away. Any delays now can have a major and lasting long-term effect on your organization’s health.
In short, think about the current marketplace, your competition, what you are going to do when the market returns to "normal," how your business is currently performing, and build a plan that will help your company prosper when the time is right.
If you pull this plan out of your arsenal at the right moment, you will blow away your competition and become a leading contender in your industry sector.
The most successful Comeback Plan includes the "Five Steps to Recovery and Growth" (click to watch a video on this topic.)
Step 1: Environmental Assessment:
Examine the impacts that the following factors are having and will have on your business. These are indicators of when your market will grow.
Global economy and domestic economy: Keep up with GDP projections and employment expectations. Imports and investments in capital equipment also play key roles in how the economy is doing. Most importantly, keep the consumer in mind. With consumer confidence and spending up, all other areas will improve.
Business cycles: Depending on your industry, the impact of business cycles may vary. Many industry segments follow a cycle of Accelerating Growth - Decelerating Growth - Accelerating Decline – Decelerating Decline and then back to Accelerating Growth. Other industry sectors do not follow this cycle and are called non-cyclicals. Non-cyclicals include food, beverage and pharmaceuticals.
Investors: After consumer confidence strengthens, business investments will begin to grow. This needs to be understood as you consider the timing of your spending.
Government: Government stimulus will be either a major factor or a minor factor, depending on whether or not your business is involved with alternative energy sources or transportation infrastructure. These two areas are heavily connected with government stimulus; otherwise, government spending is not likely to substantially affect your company.
Step 2: Competitive Intelligence:
Know your competition. What have they done in response to the recession and what are they likely to do going forward? Have they hunkered down or have they raised the competitive bar? Think about how they will respond to what you do and vice versa. Understanding your competitors and staying ahead of their next move will put you in the lead.
Metaphorically speaking, keep in mind that if you are with a group of people in the woods and a bear starts chasing you, you don’t have to be faster than the bear; you just have to be faster than the slowest person. It pays to know what you are up against.
Step 3: Comeback Expectations:
The more you read and understand about the economic recovery, the more prepared you will be. Understand the timing and magnitude of your company’s Comeback from the recession, given marketplace demand and response from your competition. Know when your turning points are and what your recovery lead time and future volumes will be. Although forecasts are not entirely reliable, it’s good to have the full picture in mind when thinking about your company’s Comeback.
Step 4: Organizational Analysis:
This step is about knowing the capabilities of your organization and determining how your organization compares to others (click here to learn more about the process of benchmarking and best practices) performing the same processes. What process upgrades do you need to deploy in order to not only recover, but to also gain market share, grow and prosper? What are the process upgrades that you need to have in place after the recession to enhance customer satisfaction, increase capital efficiency, increase profitability and increase long-term shareholder value?
This is about knowing where you stand, and again, knowing how you compare to your competition. Take into account what you learned during the recession and employ a formal process of global supply chain best practices and benchmarking.
Step 5: Define a Comeback Plan:
After thinking through each of the previous four steps, it is time to create a list of process upgrades that need to occur to allow you to gain market share, grow and prosper. This may not be easy. Many times you will need to plan ahead for lead times of these implementations, and being too cautious or too slow as your organization begins to pull out of the recession could prove to be reckless.
Build and brandish your secret weapon now by creating your Comeback Plan before your competition gets wind of your mission. Keep your eye on the target and Go!Go!Go!
Jim
More on how to build your secret weapon:
Download the new Executive Briefing, The Great Comeback From the Recession: Your Company’s Secret Weapon – Create Your Plan, Reduce Future Risks and Pull Ahead of the Competition.
Watch video of a recent live presentation.
Watch for parts 3 and 4 of this Great Comeback blog series in the coming days.
Photo credit: Bogdan Suditu