"Visualize your business development strategy with the help of planning tools and analyses.
Use our template to present your business development strategies and stimulate corporate growth. Our charts and graphs, analytical methods, and project plans are the ideal tools for any business development manager.
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CONTENTS
- a definition of business development
- organizational structures
- Porter’s Five Forces model
- market analysis
- target group analysis
- business development manager’s tasks
- SWOT analysis
- portfolio analysis
- utility analysis
- STEP analysis
- checklists
BENEFITS
- implement ready-to-use slides on business development
- visualize your company’s growth strategy
- take advantage of useful analysis tools, such as SWOT and STEP
- create your business plan with various tools, analyses, and charts and graphs"
5. INTRODUCTION
Growth Through New Business
A company can achieve growth by increasing production figures or crowding out
competitors. If these options no longer exist, it must be done through new business.
New Business
New business throughinnovation New business throughthe development
of new business segments
BUSINESS DEVELOPMENT (BDM)
7. BASICS
Types of Organizational Business Development
Partof Sales
Sales development is a
type of business
development that is
involved solely with
Sales.
Its main task is to
research and qualify new
sales potential such as
new leads or channels.
Groundworkfor
Management
Business development is
not directly responsible
for making company
decisions.
It is meant to prepare
the sales tasks or set up
strategic assignments
(e.g. project
management) for
management.
Business Field
Business development is
also a subset of the
business field.
It is responsible for
realizing new business
opportunities.
9. BASICS
Business Development Activities
Market analysis
Brainstormingideas
for acquiring
new customers
Establishinglong-term
customers
Developingmarketing
strategies
for sales promotions
Selecting and removing
distributionchannels
Maintainingstrategic
partnerships
Findingnecessary
marketing
measures
Supportingcustomers and
managingreferral
marketing
Strategic planningas well
as sales andproject
management
10. BASICS
Strategic Options for Business Development
Old product on old market
Keepon or Take off the market
New product on old market
Product Development
Old product on new market
Market Development
New product on new market
Diversification
Source: Sonja Kind „Business Development – Aufgaben, Organisation und Implementierung“
14. BUSINESS DEVELOPMENT MANAGER
Characteristics of Good Business Development Managers
can quickly brainstorm newideas.
analyze the market.
accompany the process of launchinga product, from
idea to implementation.
are familiar with different marketing strategies.
have basic knowledge of customer service, new
customer acquisition and development of strategic
and operational partnerships.
BUSINESS DEVELOPMENT
MANAGERS
15. BUSINESS DEVELOPMENT MANAGER
Combination of Generalists and Specialists
Business Development Manager
Generalist
Departments
Specialists
A business development manager must work with many specialists in order
to successfully position a product or company on the market.
16. BDM PROCESS
Business Development
Establish Business
Keep competitive strategy up-to-date.
Maintain quality assurance system.
Develop flexibility and speed.
Establish responsive innovation system.
Develop new competitive strategies.
Promote executives and employees.
Expand geographically.
Conquer market shares and distinguish products.
Acquire a regular customer base.
Expand the team.
Plan for the next growth phase.
Determine business field and product.
Put together team.
Set up business plan.
Initial Growth
Mid-term Growth
Long-term Growth
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17. BDM PROCESS
Business Development Phases
Determine which
departments and
employees are involved in
decision making.
Marketing should take
business development
measures into account .
Budget and resources
determine whether a
company should invest
in BD.
A risk analysis should also
be considered.
Ideas are developed.
Market analysis or other
techniques are used to find
the best idea.
Less promising ideas are
evaluated and only pursued
if they have high potential.
1. BrainstormingPhase
Reasons for a business
development are identified.
Initial ideas arise as to how
this development might
look.
The rough targets of
business development are
made.
2. IdeaPhase 3. EnvironmentPhase
18. BDM PROCESS
Business Development Phases
• The success of the
measures is monitored,
whereby key figures
and predefined milestones
are periodically evaluated.
• In the event of deviations,
corresponding parameters
of the previous phases are
adjusted.
• Business development
measures will be
implemented, including
components such as
business planning and the
go-to-market.
• A critical analysis of the
target market, target group
and marketing measures
follows.
4. Channel Phase
• Operational and strategic
partnerships should be
considered, provided that
they serve the target.
• Relationships with suppliers
and distribution channels
should also be considered.
5. ImplementationPhase 6. ReviewPhase
19. METHODS
Popular Business Development Tools
A study by the German Institute for Marketing in 2015 found that Business
Development Managers prefer the following tools:
1 SWOT Analysis
2 Portfolio analysis
3 roadmapping
4 Utility analysis
5 STEP Analysis
21. METHODS
Portfolio Analysis
Question Marks
Products with high market growth. They need a
steady growth rate to graduate to star level.
STARS
Products with a high market share and high
growth potential.
Poor Dogs
Products that should either be relaunched or
discontinued if not profitable.
Cash Cows
Products with a high market share and low
growth (less than 10 percent). Revenue
surpluses can be invested in other products.
Market Share
MarketGrowth
22. METHODS
Roadmap
2016 2020 2025 2030 2035 2040
Vegan New energy sources
Trend X
Europe Africa
Aging customers
Smartphones
Competitor 1 Competitor 3
Competitor 2
Trends
Cus-
tomers
Channels
Comp-
etition
24. BENEFIT
Units
Solution 1 Solution 2 Solution3 Solution4
LEVEL BENEFIT LEVEL BENEFIT LEVEL BENEFIT LEVEL BENEFIT
Criterion A XX 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG
Criterion B XX 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG
Criterion C XX 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG
Criterion D XX 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG
Criterion E XX 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG
Criterion F XX 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG 1-10 XX x EG
Total Benefits XX SUm SUm SUm SUm
METHODS
Utility Analysis
UtilityPoints
25. CHECKLIST
Implementing Business Development Measures
Setmarketing measures.
Implement development measures.
Evaluate development measures.
Adjust to findings.
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