Taking Your Business to the Next Level

1. Taking Your Business to the Next Level Connie Sue Centrella Director of Education – Team Horner Department Chair- Keiser University

2. You are the only person who has a say in how your life or your business turns out!

3. Your Business Life Cycle GROWING AGING

4. Four Main Stages

5. Start-up • Start-up • Focus on product and vision • Capital requirements • Building corporate infrastructure • Thin management • Thin production capacity • Risk diverse

6. Adolescence • Capitalize on unique products • Significant capital expenditures • Revenue focus • Escalating costs • Talent management • Adolescence

7. Adulthood • Operations focus • Multiple products and services • Expanding services • Focus on profitability • More risk tolerant • Threat of competition • Adulthood

8. Maturity • Maturing products and markets • Shedding of noncore businesses • Cost management – legacy costs • Outsourcing • Focus on infrastructure • Owner loses drive and vision • Second and third generation • Maturity

9. Where are you now? • Are you in a rut? • Doing the same thing you did five years ago. • Let’s examine ourselves • What is our motivation? • What energizes you to go to work each day?

10. Mind Plays Tricks Your mind wants to protect you Wants you to stay in the past Tries to stop you from taking risks Get over your fear Clear your mind

11. Next Level • Go back to why you started the business…. • We need to rekindle that passion • What were our business and personal goals? • Forget the “nuts and bolts” of our business • Discover “why” we are in business…….

12. The Golden Circle WHAT HOW WHY Outside-in Inside-Out Adapted from TED: Simon Sinek “Golden Circle”.

13. WHY is a belief HOWs are actions we take to realize that belief WHATs are the results of those actions

14. Conventional ThinkingWe sell “what” • We sell swimming pools • We sell chemicals • We sell energy efficient pumps/motors • We sell heat pumps • We sell filters • We provide a cleaning service

15. Understanding “How” • Systems and processes • How do we build the pool? • How do we test the chemical parameters? • Gives us the ability to hire people • Who share our “why”.

16. How do we measure? • Profits • Pools built • Chemicals sold • Employee involvement • How do we measure values?

17. WHY • Emotional side • We desire to make people happy! • We encourage health and well-being • American Dream • Lifestyle • Family • Affluence

18. Emotion

19. What are our values? • Culture • Passion • Happiness • Motivation • Integrity • Creativity

20. Look at our customer • Emotional buyers • Not interested in wall thickness • Mil of liner • Amps and watts of energy efficient pumps • This is “what” • Visualizing happy faces of their children • Visualizing fun in their backyard • This is “why”

21. Customer Motivators Caring Attention Competency Customer

22. Energize your business • Cultivate creativity • Instill in employees your vision • Only thing that matters is how the consumer perceives our business • Bring out the “why” we do what we do • What sets up apart from the competition • What is our vision? • Reach the emotional side of consumer

23. Revise Marketing Plan • Focus on the “why” • Focus on the emotional side of consumer • Change the order in website developing’ • Start with why you are in business (emotional) • Inspires people to act! • Then go to how and what you do that set you apart!

24. Southwest Airlines • WHY? Champion a cause of the common man • HOW? Cheap, fun and simple • WHAT? ?????? Now you are free to move about the country.

25. Balance • Why, How, What must be in balance • Achieves Authenticity • Buyer feels fulfilled. • Out of balance • Stress and uncertainty exists

26. You must be clear about your purpose, cause or belief. Make sure that everything you say and do is consistent with and authentic to that belief.

27. What is a company? • A company is a culture • Group of people who share common set of values and beliefs. • It is not products and services that bind a company • Your goal: • Hire people who believe what you believe.

28. Energize your employees • Must understand “why” you are in business • Value of teamwork is important • Strong team involvement • Generates creativity • Generates more efficiency • Generates more productivity

29. Employees • Assess each strength and weakness • What are their values? • Wants to feel their job makes a difference • You provide emotional tools • Mold your team by capturing the best traits to compensate for weaknesses of others • Southwest Airlines – ability to find people who share their cause to provide great service.

30. What is Business Coaching? MOTIVATE MENTOR COACH LEAD BY EXAMPLE INSPIRE SUCCESS VISION TEACH TEAM WORK

31. It is amazing what you can accomplish if you do not care who gets the credit. Harry S. Truman Jack Benny

32. Prioritize your strategy • Analyze each faction of your business • Manage by “walking around” • Tackle high priority projects • Watch your ego… be sure you are focused • Be sure you are looking at the “why”. • This builds trust…………

33. Competitive Advantage • Offering consumers greater value • Difference between your company’s abilities and those of your competitors • Why customers should do business with you? • It is about consumer trust – shared values

34. Rizzo Pool & Spa When Only The Best Will Do • We could not begin to achieve this goal without the dedication of a team of devoted workers and craftsmen. From initial design concept to site preparation to actual construction of your pool and waterscape, the Rizzo team is committed to meet and exceed your expectations. • We are proud of the recognition our pools have received, but the greatest reward associated with a Rizzo Pool is the lifetime satisfaction, pride, and pleasure they bring to you. We invite you to join the select group of Rizzo Pool owners.

35. California Builder • Serving Folsom and all surrounding areas, American Pools offers quality gunite pools and spas with custom hand drawn plans that will have you dipping your toes in the pool of your dreams in no time. We will provide you with a comprehensive free estimate at competitive rates so you know what to expect before the work begins.  You will work one-on-one with a company owner who will turn your backyard ideas and dreams into a reality

36. Manufacturer • Create comfort with more free time to enjoy itThe comfort of crystal-clear, silky-soft water that never turns eyes red, should be as easy on you, as it is on the environment and your wallet. Get the comfort you desire with automation. • Stimulate your sensesAmbiance is about transforming outdoor spaces to suit your every mood, whim and party theme. Stimulate all of your senses with light, sound, motion and scents that please and thrill, creating ambiance that is uniquely you.

37. Trust • Trust is a feeling, not a rational experience • Trust allows us to rely on others • We trust those in our community • Do your employees fit into our business community? • More important that skills…. We can teach skills • We can’t teach trust…. • Organizations become great because the people inside feel protected. • Strong culture creates a sense of belonging.

38. To the Next Level • Reorganize your company based on WHY not What you are doing. • Market your business to the emotional side • Motivate employees on WHY we are in business • Hire employees with the same values • Communicate your vision for the company • Lead by example

39. You are the Leader Leaders never start with WHAT needs to be done Leaders start with WHY we need to do things Leaders inspire action!!

40. Books to Read • True Alignment – Edgar Papke • Start with Why – Simon Sinek • Broken Windows Broken Business - Michael Levine • “Applebee’s America” by Douglas B. Sosnik, Matthew J. Dowd & Ron Fournier

41. Contact Information • Connie Sue Centrella • 113 Holly Forest • Nashville, TN 37221 • ccentrella@teamhorner.com • ccentrella@keiseruniversity.edu • poolady1@msn.com • Cell: 615-405-4117