Business Development

Business Development

Business Development Jonathan Poland

Business development is a multifaceted discipline that involves identifying and pursuing opportunities to grow a business. It’s a combination of strategic analysis, marketing, and sales, and its primary goal is to grow a business and increase its profitability.

Why is Business Development Important?

  1. Growth and Expansion: Business development helps companies identify new market opportunities and expand their reach. This could be in the form of entering new geographical markets, targeting new customer segments, or launching new products or services.
  2. Building Valuable Relationships: Business development professionals often engage in partnership negotiations, joint ventures, and alliance building. These relationships can provide a company with new sales channels, increased market presence, or access to essential resources.
  3. Competitive Advantage: By staying ahead of industry trends and continuously innovating, businesses can maintain or even establish a competitive edge. Business development plays a crucial role in this by identifying and acting on these trends and opportunities.
  4. Risk Management: Diversifying products, services, or markets can help a company mitigate risks. If one product or market faces challenges, the company can rely on others to maintain stability.
  5. Long-term Value Creation: Business development isn’t just about quick wins. It’s about creating sustainable growth. By focusing on long-term strategies and building strong relationships, companies can ensure they remain profitable and relevant in the long run.

Critical Parts of the Business Development Process:

  1. Research and Analysis: Before pursuing any opportunity, it’s essential to understand the market, competitors, and customer needs. This phase involves gathering and analyzing data to make informed decisions.
  2. Strategy Development: Based on the research, companies formulate a strategy. This could involve deciding which markets to enter, which products to launch, or which partnerships to pursue.
  3. Sales and Marketing Alignment: Business development often requires the collaboration of both the sales and marketing teams. They need to work together to identify potential leads, nurture them, and convert them into paying customers.
  4. Networking: Building and maintaining relationships is at the heart of business development. This could involve attending industry events, joining professional organizations, or simply reaching out to potential partners or clients.
  5. Negotiation: Once an opportunity is identified, business development professionals often need to negotiate terms, prices, or partnerships. This requires a deep understanding of both the company’s needs and the needs of the other party.
  6. Implementation: After the negotiations, the next step is to implement the strategy. This could involve launching a new product, entering a new market, or starting a partnership.
  7. Review and Refinement: The business development process doesn’t end once a strategy is implemented. It’s essential to continuously monitor results, gather feedback, and refine the approach as necessary.

In summary, business development is crucial for any company looking to grow, innovate, and stay competitive. It involves a combination of research, strategy, relationship-building, and execution, all aimed at increasing profitability and long-term value.

Improving Business Development

At its essence, business is an endless cycle of investments and deliverables, risk and renewal, profit and loss, where success is created by mastering the fundamentals, re-allocating capital at scale, and adjusting to market changes. The following areas of analysis and set of questions provide a blueprint for better business development. It’s not a one time event, it’s a commitment.

FUNDAMENTALS
What do you sell?
What are your revenues? ($)
What does it cost to make? ($)
What are the overhead costs? ($)
What does an average employee earn? ($)
What is the total marketing budget? ($)
How often is equipment needed/bought?
How much debt does the business have? ($)
What is your total annual profit? ($)
What is the business’s gross margins? (%)
What is the business’s return on capital? (%)
What is the business’s 5 year growth rate (%)

OPERATIONS
What is the mission of the business?
How much time is spent daily on that goal?
How many hours a week do you work?
If you don’t show up on day, what happens?
Will the business help you achieve your goals?
What is your long-term plan for the business?
What are the high impact areas you focus on?
What are 5 questions you ask every client?
What are policies and procedures for operations?
How quickly can the business actually grow?
What are the requirements for each business area?
Do your employees perform their jobs consistently?
Would you say you’re proactive or reactive?
What does a typical meeting look like for you?
When you delegate tasks, how are they handled?

SALES
How many active clients do you have?
How many “dream” clients do you have?
What is the average profit from a new client?
What is the lifetime value of an average client?
What is your best source of new business?
What is the average transaction size?
How would you describe the sales cycle?
How would you describe your sales force?
How do you compensate your sales team?
What does a “top producer” earn monthly?
What is the hiring process for sales employees?
What is your sales pitch/presentation?
How many up sell items are available?
Percentage of buyers that cancel orders?
How does your customer service support sales?

MARKETING
What is your target market?
What is your niche your industry?
Who are your best buyers?
What is your competitive advantage?
What is the core story delivered to prospects?
Where do you advertise product/services?
Do you have a mobile responsive website?
What is your social engagement strategy?
What is your marketing process?
What is the conversion rate on ads?
How loyal are your customers?
Why do customers buy from you?
How do you use PR/media?

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