Rifle Methodology Applied For KV Site2

Information about Rifle Methodology Applied For KV Site2

Published on February 19, 2008

Author: Wanderer

Source: authorstream.com

Content

Slide1:  Project Rifle Improving targeting with meaningful quantitative analysis Note: this is a subset of a longer presentation. Thank you to Bill Campbell & Tellme Networks for their fundamental contributions. Inspiration :  Inspiration “If you don’t have any facts, we’ll just use my opinion.” Jim Barksdale “If we make the wrong decision, it’s your fault.” Bill Campbell What is Rifle?:  What is Rifle? Quantified decision making framework Provides a rigorous means of prioritizing among similar options Done well, leads to improved decisions that are broadly supported Appropriate for major decisions In general involves 100+ hours of work & expensive resources per use Rifle Improves Do-Or-Die Market Decisions :  Rifle Improves Do-Or-Die Market Decisions “Market Rifle” – what market segments should we be in? Intuition: focus on top 2,000 accounts; expand to complementary markets Rifle analysis: narrow focus to 30 of top 200; stay in core market for 2+ years “Account Rifle” – which accounts should we target? Intuition: great financial services targets: [Company 1], [Company 2] Rifle analysis: none of the above are appropriate: better are [Com. 3], [Com. 4] “Channel Rifle” – what channel strategy, what partners? Intuition: leverage large existing sales forces of channel partners to expand sales Rifle analysis: direct sales assisted by partners much more likely to succeed Slide5:  Rifle In Action: Market Strategy Rifle In Practice: Market Strategy Analysis:  Rifle In Practice: Market Strategy Analysis Establish clear alternatives Establish targeting & prioritization framework Get buy-in on the framework; know how it will be applied Execute the analysis … and don’t screw it up! Targeting the Right Market Segments: Market Rifle Methodology Summary:  Targeting the Right Market Segments: Market Rifle Methodology Summary Goal #1: market leadership Goal #2: expand in a disciplined, highly leveraged way Goal #3: identify & exploit network effects Detailed Framework Quantitative Market Comparison: “Rifle-izing” Key Characteristics:  Quantitative Market Comparison: “Rifle-izing” Key Characteristics Evaluate and score each market on these 6 characteristics Use simple 0-5 scale with typical “s-curve” value function for all characteristics (except “market size”, which is in $Bn) Expansion Strategy: Market Rifle Given Current Data:  Expansion Strategy: Market Rifle Given Current Data Market Focus << Back Slide10:  Rifle In Action: Financial Services Segmentation & Targeting Financial Services Market Analysis: Huge Opportunity … Where to Focus?:  Financial Services Market Analysis: Huge Opportunity … Where to Focus? Total Market Potential ~$525M / yr Rifle In Practice: Financial Services Market Analysis:  Rifle In Practice: Financial Services Market Analysis Establish clear alternatives Which verticals (brokerage or credit cards?)…which accounts? Establish targeting & prioritization framework 13 carefully selected criteria based on win-loss analysis, customer interviews… Thoughtful weighting is as important as the criteria Get buy-in on the framework; know how it will be applied Get buy-in on the framework before doing the analysis Application: A strategy presentation? Or ongoing process? Execute the analysis … and don’t screw it up! Incorrect or misleading information is worse than nothing Getting good data requires creativity Financial Services Market Analysis: Huge Opportunity … Where to Focus?:  Financial Services Market Analysis: Huge Opportunity … Where to Focus? Total Market Potential ~$525M / yr Total Market Potential by Vertical: Retail & Credit Cards Surprisingly Large:  Total Market Potential by Vertical: Retail & Credit Cards Surprisingly Large Retail Banking ~$180M / yr 34% 7% Credit and Charge Cards ~$215M / yr 41% 5% Mortgage Credit ~$25M / yrs Retail Brokerage ~$40M / yr Investment Services ~$35M / yr 7% 6% Life Insurance / Diversified Financial Services ~$30M / yr Financial Services After Rifle Criteria: Target Universe Sharpens Considerably:  Financial Services After Rifle Criteria: Target Universe Sharpens Considerably Too Small (3%) Recent IVR Purchase (39%) Other Telecom Network (42%) “Rifle” Retail Banking (14%) Recent IVR Purchase (15%) Other Telecom Network (41%) “Rifle” Credit and Charge Card (40%) OTN (36%) 14% Too Small (46%) OTN (11%) Recent IVR Purchase (50%) “Rifle” RB (17%) “Rifle” Investment Services (73%) OTN (10%)c Other (9%) Small (9%) “Rifle” Life Insurance / Diversified Financial Services (91%) Retail Banking Credit and Charge Cards Mort. Credit Retail Brok. Inv. Svcs Life Ins. / Div. FS Too Small (4%) Small (9%) 34% 7% 41% 5% 7% 6% Post-Rifle: Account Priority Becomes Clear:  Company 17 (18%) Company 12 (7%) Company 11 (4%) Company 13 (8%) Company 14 (10%) Company 15 (11%) Company 16 (14%) Company 18 (30%) Post-Rifle: Account Priority Becomes Clear Company 1 (5%) Company A (3%) Company 2 (5%) Company 3 (6%) Company 4 (6%) Company 5 (10%) Company 6 (13%) Company 7 (35%) Company B (14%) Company C (16%) Company D (16%) Company E (22%) Company F (30%) Com. AA (7%) Company BB (9%) Company CC (10%) Prudential (11%) 14% Company (18%) Company AA (45%) 8% 47% 14% 17% Company #1 (50%) Company #2 (17%) Com. #3 (17%) Retail Banking Credit and Charge Cards Retail Brokerage Investment Services Life Insurance / Diversified Fin Svcs Slide17:  Backup Slides Rifle In Practice: Get Meaningful Data:  Rifle In Practice: Get Meaningful Data Incorrect or misleading information is worse than nothing Don’t trade precision for correctness Analyst numbers can be useful, but often are wildly off Consider weighting data by confidence in source Don’t be seduced by large sample sizes 20 random & representative inputs beats 2,000 biased ones Getting good data requires creativity & persistence Extrapolate from high confidence, easy to find data Example: revenue opportunity by company Be creative in where to get the data Customers, potential customers, employees, former employees, advisors – network, network (remember, sometimes just 20 high quality responses are meaningful) Make it as easy as possible to gather clean data Beware leading questions, decouple weightings from data gathering Back

Related presentations


Other presentations created by Wanderer

RCM2 Ganesan
17. 08. 2007
0 views

RCM2 Ganesan

System Architect
21. 09. 2007
0 views

System Architect

Customer Retention
28. 09. 2007
0 views

Customer Retention

intrusion detection monitoring
07. 10. 2007
0 views

intrusion detection monitoring

baptista
10. 10. 2007
0 views

baptista

YoungEntrepreneurs China
11. 10. 2007
0 views

YoungEntrepreneurs China

presentation proposed programme
12. 10. 2007
0 views

presentation proposed programme

ch19 lecture
12. 10. 2007
0 views

ch19 lecture

balla reinhart F100 1 pres
18. 10. 2007
0 views

balla reinhart F100 1 pres

Erasmus Charte Universitarie
23. 10. 2007
0 views

Erasmus Charte Universitarie

essayformatTHESIS
26. 08. 2007
0 views

essayformatTHESIS

Sharon
26. 08. 2007
0 views

Sharon

7 Panama Esp
22. 10. 2007
0 views

7 Panama Esp

preference
07. 11. 2007
0 views

preference

Go Forth
17. 08. 2007
0 views

Go Forth

sf wireless
29. 10. 2007
0 views

sf wireless

Convulsoes Neonatais e Epilepsia
28. 12. 2007
0 views

Convulsoes Neonatais e Epilepsia

ch7F07govt2302
31. 12. 2007
0 views

ch7F07govt2302

Presidential character
03. 01. 2008
0 views

Presidential character

potma
03. 01. 2008
0 views

potma

Maitland
09. 10. 2007
0 views

Maitland

overweight obesity
08. 08. 2007
0 views

overweight obesity

Minority Stress Gray APA2006
08. 08. 2007
0 views

Minority Stress Gray APA2006

MoAc0304
08. 08. 2007
0 views

MoAc0304

japanese02s gyro
26. 08. 2007
0 views

japanese02s gyro

Bjorn AFCEATTN CDRNeurath
19. 11. 2007
0 views

Bjorn AFCEATTN CDRNeurath

Rosenzweig Presentation
29. 12. 2007
0 views

Rosenzweig Presentation

martin weller lams
20. 07. 2007
0 views

martin weller lams

26221
26. 08. 2007
0 views

26221

NAATPN Presentation
11. 12. 2007
0 views

NAATPN Presentation

D Levy Transp
21. 09. 2007
0 views

D Levy Transp

NicosiaRaymondPawson
26. 08. 2007
0 views

NicosiaRaymondPawson

646family
24. 02. 2008
0 views

646family

AfricanSlaveTrades
26. 02. 2008
0 views

AfricanSlaveTrades

mms 04 13 elearning
27. 06. 2007
0 views

mms 04 13 elearning

Mathematical Moodle final
27. 06. 2007
0 views

Mathematical Moodle final

inbrieffeb07
28. 02. 2008
0 views

inbrieffeb07

LaWeyl
08. 08. 2007
0 views

LaWeyl

hurricane katrina
13. 03. 2008
0 views

hurricane katrina

meaning
27. 11. 2007
0 views

meaning

transparents Berleur
18. 03. 2008
0 views

transparents Berleur

ChinaandJapanPt2
25. 03. 2008
0 views

ChinaandJapanPt2

BroadbandServies
26. 03. 2008
0 views

BroadbandServies

sinclair prc precip
03. 10. 2007
0 views

sinclair prc precip

8 Mru Patel
07. 04. 2008
0 views

8 Mru Patel

COE 9 Jan 06
28. 03. 2008
0 views

COE 9 Jan 06

060928 Energy Challenges Thun
30. 03. 2008
0 views

060928 Energy Challenges Thun

program
27. 11. 2007
0 views

program

adam smith
09. 04. 2008
0 views

adam smith

crcagu03
10. 04. 2008
0 views

crcagu03

Susan Wachter
13. 04. 2008
0 views

Susan Wachter

MickLilley MacquarieBank
14. 04. 2008
0 views

MickLilley MacquarieBank

experiencia
19. 06. 2007
0 views

experiencia

Europa desde el Cielo 2126
19. 06. 2007
0 views

Europa desde el Cielo 2126

Estrategia empresarial
19. 06. 2007
0 views

Estrategia empresarial

Estadio Allianz Arena 2125
19. 06. 2007
0 views

Estadio Allianz Arena 2125

Esculturas hechas con Arena 2124
19. 06. 2007
0 views

Esculturas hechas con Arena 2124

sesame
26. 11. 2007
0 views

sesame

pierre danon
22. 04. 2008
0 views

pierre danon

Globos Aerostaticos 2133
19. 06. 2007
0 views

Globos Aerostaticos 2133

Gaturro oficina
19. 06. 2007
0 views

Gaturro oficina

Frases para reflexionar 2131
19. 06. 2007
0 views

Frases para reflexionar 2131

Football
19. 06. 2007
0 views

Football

twilight
26. 08. 2007
0 views

twilight

WW
04. 01. 2008
0 views

WW

EvidenceMatters
19. 06. 2007
0 views

EvidenceMatters

p6 alina
26. 08. 2007
0 views

p6 alina

Fantasia 2042
19. 06. 2007
0 views

Fantasia 2042

older adults nut
08. 08. 2007
0 views

older adults nut

mellange presentation en
27. 06. 2007
0 views

mellange presentation en

SH Presentation Sunny Hills
26. 08. 2007
0 views

SH Presentation Sunny Hills

lecture23
08. 08. 2007
0 views

lecture23

IAFC IndiaPresentation
17. 08. 2007
0 views

IAFC IndiaPresentation

00017079
26. 08. 2007
0 views

00017079

04RandomVariables
07. 12. 2007
0 views

04RandomVariables

Lecture 24 Muhammed and Islam
17. 08. 2007
0 views

Lecture 24 Muhammed and Islam

00 norby
26. 08. 2007
0 views

00 norby

CN7 Learning2
14. 12. 2007
0 views

CN7 Learning2

Fumar Mata
19. 06. 2007
0 views

Fumar Mata

do dont show
16. 06. 2007
0 views

do dont show

Direc TV
16. 06. 2007
0 views

Direc TV

BAM CIDOC 2006 folien
16. 06. 2007
0 views

BAM CIDOC 2006 folien

Dr Anwar1
16. 06. 2007
0 views

Dr Anwar1

biouml gcb 2003
16. 11. 2007
0 views

biouml gcb 2003

PPConference 28 02 07 E Marcova
14. 03. 2008
0 views

PPConference 28 02 07 E Marcova

dominguezhills
26. 08. 2007
0 views

dominguezhills

Festival de hielo Harbin
19. 06. 2007
0 views

Festival de hielo Harbin

ePHocus update Rebecca Hills
26. 08. 2007
0 views

ePHocus update Rebecca Hills

Gerenciamiento 2132
19. 06. 2007
0 views

Gerenciamiento 2132

30 mw a si machine
26. 08. 2007
0 views

30 mw a si machine

excursions
19. 06. 2007
0 views

excursions

tl outcomes
12. 10. 2007
0 views

tl outcomes

MIC 03 Dodge WebQuest
27. 06. 2007
0 views

MIC 03 Dodge WebQuest

mms 04 16 dim
27. 06. 2007
0 views

mms 04 16 dim

PRESENTACION PROGRESO
22. 10. 2007
0 views

PRESENTACION PROGRESO

Errores irreparables 1988
19. 06. 2007
0 views

Errores irreparables 1988

EDLafcoPresent092805 chew
26. 08. 2007
0 views

EDLafcoPresent092805 chew

AH summer 07
26. 08. 2007
0 views

AH summer 07

1 Intro class1
26. 08. 2007
0 views

1 Intro class1

Murrieta PKS
08. 08. 2007
0 views

Murrieta PKS