Posts Tagged ‘Pricing’

The P&L impact of understanding your competitive advantage

Friday, June 29th, 2012

To gain a competitive advantage normally costs a lot in terms of effort, resources and investments: therefore it is important to value your competitive advantage and understand what actions can be taken to protect or extend it. Often, companies do not know which are (if any) their competitive advantages and have even less knowledge on the effects of this competitive advantage on their P&L.

How do you measure the impact of your competitive advantage?

A Competitive Advantage is a specific (distinctive) company capability or competency that provides a superior return relative to your competition and can be validated through the eyes of your customer.  A distinctive capability is a competitive advantage only if it implies positive bottom line results (superior profitability) and higher top line performances (greater sales).

Measuring the impact of your competitive advantage means understanding to which extent your sales (and profit margins) are due to unique capabilities you are delivering to your customers. Customers are always the ultimate indicator of the value of your competitive advantage:  when a customer is willing to pay a premium price he or she has identified a unique capability you offer.

A premium price measurement alone compared to the competitors, however,  is not sufficient data for an evaluation. Once you have validated your competitive advantage, and the value per single opportunity (premium price), you need to estimate the potential market in terms of number of clients that have the same needs and therefore are willing to pay for your unique solution.

What is the impact of properly managing your competitive advantage?

An international B2B company we are working with for several years has a strong sustainable competitive advantage which management is aware of particularly from a technical perspective. Previously, it was clear where the performance of this company’s proprietary solutions offered improved performance relative to competitors. What was not clear to the management (and to the sales force) was that target customers were willing to pay a large premium for this improved performance.

The approach of the company was to begin to attack different industries with the same proposition. In this way the sales force was able to sell some products at a premium price but often they were beat by the competition. This was a case where the customer was not the right target (not high emphasis areas of the strategy), and therefore not willing to pay for a specific and unique performance they did not require. This sales inefficiency was damaging the financial performance of the company: they were certainly not getting any benefit even though they had a  “well known” competitive advantage.

Working with the management and finding the correct target for their products- considering who was willing to pay for their competitive advantage- the sales force became  focused on the “new” emphasis target customers:  Top line results increased by a 30% CAGR (calculated over a 3 year timeframe) and EBITDA increased from 5% to 23%.

 

Luca Girotto This post was authored by Luca Girotto, Consultant, Thinking Dimensions. 

Luca is currently based in the Thinking Dimensions NE Italy office and works with our B2B customers around the globe.

 

Simplify the Path to Process Performance Management

Saturday, May 19th, 2012

SAY the phrase “process improvement” and watch the eyes of a CEO roll back in their head. They recoil from conversations about the touted virtues of process improvement methods like Six Sigma, Lean Manufacturing or Business Process Re-engineering as they are inclined, and rightfully so, to talk about the results they want, not the methods to achieve them. Their demand – give me a process improvement method that is simple to apply, contributes to growth/profitability and ensures sustained results over time.

First Step – Determine which processes drive competitive value to warrant an improvement investment. The CEO and the executive team must have a common understanding and agreement of the company strategy and cost drivers impeding performance. This will focus the executives on the correct process improvement projects that drive competitive advantage and value.

Process concerns usually start with growth and profitability discussions. This translates to – What are the cost drivers negatively impacting our performance? Or, what opportunities exist to improve performance value and gain a competitive advantage? In either case, answers reside within the cost/performance elements of the company’s supply chain (ie, Porter’s value chain concept model).

Supply chains must promote the strategic profile of the organization relative to the products offered and markets served. Without a clear supply chain picture, there is a risk that process improvements projects will not advance the right processes activities critical to product/market growth and profitability.

Second Step – Apply a simple methodology that creates value and reduces costs by eliminating inefficiencies. Regardless of the improvement methodologies to be applied (Six Sigma, Lean, Business Process Re-engineering), they all strive to design visible, optimal, and valued performance. However, complex methodologies are simply not necessary 90% of the time. Applying a question-based approach (ie, Thinking Dimensions’ Design, Execute & Control – DEC methodology) along with the appropriate process design team – of suppliers, performers and customers – is sufficient, less costly and faster to accomplish. Why, the method is simple and the assembled team knows the strengths, weaknesses of the targeted process improvement and they have a vested interest in attaining the desired results.

The process team applying the improvement method must ensure all designed process activities are:

1) Value-Added (necessary action)

2) Redundancy Free (unnecessary tasks)

3) Continuously Flowing (smooth hand offs, no bottlenecks)

4) Performed in Parallel (where possible to reduce cost, cycle-time)

Third Step: Implement the newly designed process so people performance is linked to the desired results. People create value through the process activities they perform. Many process improvement methodologies/projects neglect to change the behaviour of those performing the work in relation to the new process design. People are creatures of habit, and change is not necessarily accepted. If performers do not adhere to the new process activities, the desired results are not attained and management correctly perceives the improvement investment as a waste. Aligning people/process performance is essential, but not always done.

Three factors will ensure people adhere to the new process activities:

1) Clarify the Roles and Responsibilities of all performers
2) Link people’s performance reviews to results of the new process design
3) Dedicate management focus to the implementation

Fourth Step: Manage and sustain results through data, ask:
What would tell you the process improvement investment delivered the desired results? Feedback from your Supply Chain’s key performance indicators (KPI) — cost, quality or schedule performance. Ensure a direct linkage from your KPIs down to the process metrics that contribute to that KPI calculation.

What would tell you if the results are being sustained? Consistent data trends overtime. Company data is often poorly organized to intuitively and quickly assess performance over time, or there is data overload that is confusing. Data should be displayed in “trends over time” so the decision maker can see results and initiate the appropriate inquiry.

How do you manage future performance results? Use the trend data from Supply Chain KPIs to make decisions to manage business processes. Data linked to the processes creating value expedites the targeted resolution. By using data, you are managing process performance and sustaining results.

Recap – The Path to Process Performance management:
1) Determine which process drive competitive value
2) Apply a simple improvement methodology that creates value
3) Link people performance to the desired results of the process
4) Manage results through data

 

This blog topic was authored by Keith Pelkey, Partner, Thinking Dimensions

 

Improving Profitability through process

Friday, May 18th, 2012

Companies can have different definitions or views of profitability. Nevertheless, it is one of the most important metrics that a business should take care about.

Many companies measure their success on revenues and units sold, but these metrics are not always  helping the management in making decisions in the correct way. Some other companies include profit among the critical metrics, but still they can’t make sense of the huge amount of disordered data that the controlling department of the company provides them with. At the end management often decides based on its feelings and hoping for the best.

In order to make decisions that improve profitability, successful companies adopt a systematic process that gives management the tools to make data driven decisions that significantly impact margins.

You can impact profitability on 2 sides: from the cost side and from the sales side.

A detailed analysis of cost is for sure one of the processes that can be implemented in order to improve profitability. Nevertheless, what successful companies have focused on the most is the capability of making fruitful decisions on the combination of products and clients they have in their portfolio today and in a few years from now.

The assumption behind this approach is that different clients see different value in the same product due to many reasons (buying criteria, product life cycle stage, final application, etc.). This difference represents a big opportunity in  terms of price and, in turn, profit.

Process can leverage on this opportunity by helping management:

  1. Focusing on a small sets of reporting tools with company-specific key performance indicators (internal and external)
  2. Setting product/client/market priorities to focus on by understanding the profitability in the current situation (what are the combinations of products/clients that are more profitable, what are not and what are the causes) and making decisions on how to take action (cut costs, dismiss products, leave clients, price differently for specific combinations, etc.)
  3. Monitoring the impact of the different decisions on profitability

Process wants to give company management the possibility to decide in the best way by being aware of their different portfolio combinations performances. Having this visibility is something that can give a very different and impressive insight. Often companies discover that those clients, products or the combination of the two who they believed being their best ones, are actually more value destroyer than value creators.

Process can improve a company’s profitability by making management aware of those gaps between what they would think and what it is in reality, therefore making them able to choose in a thoughtful way ( it will be clear what are the good combinations of product and clients and what are the bad ones).

Management through process can improve responsiveness to unprofitable situations and increase the creation of profitable ones, all aimed at a better product/client mix.

 

This post was authored by Laura Rainati, Thinking Dimensions Italy

Value Based Pricing- First you must understand your customers

Friday, April 13th, 2012

A topical subject in management discussion today is Value Based Pricing- numerous articles, white papers, case studies, podcasts, and books have been published recently regarding pricing and the impact on company P&L and shareholder returns.

Value based pricing is centered around the concept of aligining the price of your product or service with the value received and percieved by your customers. A variety of software solutions are available to assist in pricing alignment, and the volume of offerings to set value based pricing is increasing in conjunction with software packages. The foundation of value based pricing however is that the firm truly understands the reasons customers purchase products and services and what they value most.

Understanding of why customers purchase infers a meaningful objective analysis into customer buying criteria is being conducted on a regular basis- an area frequently missed by sales and customer service teams.

In the past 10 years we have conducted analysis together with our clients in EMEA, APEC and the Americas referencing what customers value most particularly in B2B transactions and have found:

  1. Less than 50% of customers view price as the most important criteria in purchasing
  2. Customer service is the key to retaining customers- an area unfortunately frequently neglected in B2B organizations
  3. The Competitive Advantages- what companies think customers are paying for in terms of value- are often not aligned with customer beliefs about product and service performance which is unique and valuable

The 3 insights need to be made actionable for organizations prior to implementing value based pricing programs by:

  1. Aligning products and services to the criteria most important to high emphasis strategic customers
  2. Developing a customer service program that is not window dressing- a program the truly responds to the needs of the client
  3. Systematically revisiting strategy on a regular basis (at least every quarter) to ensure the validated competitive advantages are being invested in and are on track relative to timing, budget, and results

Once the understanding of customers is in place, value based pricing can move from a “nice to say in the annual report” topic to a method for retention of strategic accounts while generating the income necessary for investments in product and service development. The author of this post is Scott Newton, Thinking Dimensions.