Building Success

by Iaax Page

Are you Cynical or Wise?

Watching Netflix some weeks ago I heard the phrase.

You still have the benefit of your ideals.

I am pretty sure writers didn’t put much thought into that phrase on itself, as it is was nearly irrelevant for the series. But for me, it was a catalyzer. It triggered something dormant in my mind.

For whatever reason, this concept has been imprinted in on me and cannot be removed.

The first law of motion states that an object in a constant state of motion will keep its current speed unless a force is applied on to it. This was such force. Continue reading “Are you Cynical or Wise?”

Success is a Unicorn

Shellby GT 500

Continue reading “Success is a Unicorn”

What is essential is invisible to the eye

There was a time when I used to wake-up in the middle of the night, thinking about everything that was wrong and how to fix it.

Continue reading “What is essential is invisible to the eye”

What matters

Things that matters most shall never be at the mercy of things that matters less

Happy new year 2013

How to create a marketing plan 101

A goal properly set is halfway reached

This is the time of the year where most companies need to deliver their next-year business plan. The idea alone is a nightmare for too many managers and marketing executives. We have to acknowledge it is a painful process. Especially cause most of us focus on the wrong problem.

How to start a Business Plan

Set an achievable goal

If you are the offensive-coach of a football team and start without asking every single one of your players for X number of rushing yards, or Y number of completed passes. You are doing it wrong.

Most definitely, if you start your business plan without a solid goal, you will fail, because you don’t know where you want to go, therefore, you’ll never get there.

Review your product strategy

Home much did you sell this year?
Sun Tzu said “Know your enemy and know yourself, find naught in fear for 100 battles” before go out there to research others research yourself. Learn from yourself, learn from the mistakes you made this year and move on, but more important than that is to learn from your success.

101 – Know yourself

Product Strategy

Review all sales, considering cycles, seasonality and every possible variable. Make sure to attribute success to the right variables, set them apart, create a statistical approach if you have the tools for it, or follow an objective logic if not.  Also consider that across markets you may have different approaches. People in Napa valley are more likely to have a car than people from Manhattan

Distribution (People / Channels)

Now that you know which products generate 80% of your revenue, you can move forward and analyze the distribution (the people / channels) used to sell your products. Ask yourself these questions.

  • Who were the top performers?
  • Why did they get to sell more than the average?
  • How did they do it?
  • Is it the markets?
  • If it is the markets what do they have in common?
  • Is there a drastic change in one market?
  • What are the trends that can be expected for the upcoming year?

What do we have so far?

  1. We sold 15 million USD
  2. We sold 21 different products across 13 markets. 5 of those products represent 64% of our revenue
  3. The markets A, B, D and G experienced change. While market G grew significantly, markets A, B and D lost share.
  4. The Y-segment started purchasing our products 3 months ago helping us increase sales in the market G.

A solid marketing plan will be to present last year figures, consider the needs of the company for new revenue, create a marketing strategy that will increase the sales of your main products and alternative scenarios, where you can bring together strategies to market your products through new distribution channels.

If you company needs 25 million USD in sales for the upcoming year, that means you have to increase your sales almost 70% to meet your quota.

You want to present the board members with a bullet-proof plan. It really depends on what kind of situation you are in. Yo can always pursue one of this strategies

  • Diminish-on-returns
  • Restructure to increase prices
  • Lower inventory in poor-performing products
  • Clear inventory on poor-performing products
  • Creating a synergy with your top performers

You are in a service oriented industry. Then you may not have inventory, but you have a quota to make. You have to consider whether or not paying commissions the way you are doing it is really making any money for the company.

These articles are developed to show the logic behind one of many ways to create a marketing plan. The success depends on the implementation.

Part 2 – Know the enemy

Part 3 – How to win the battle

The Risk On Hiring B Players

Your company is only as good as its people.

Continue reading “The Risk On Hiring B Players”

Do the right thing

If there’s only one thing you can do, choose to do the right thing

Iaax Page

Improve yourself – Face and acknowledge your deficiencies

Hellen Keller said once

Face your deficiencies and acknowledge them; but do not let them master you. Let them teach you patience, sweetness, insight

Continue reading “Improve yourself – Face and acknowledge your deficiencies”


People are reluctant to change. Yet both things are equally inevitable!

Iaax Page – 2009

Success Attribution

success attribution
Back in 2006 we were all living the dream at the expense of lies in the Real Estate bubble. Hundreds of businesses seemed to thrive, several people in different industries thought they had it all figured out, that they were in fact the secret behind their sudden business success.

Continue reading “Success Attribution”

1.46 Billion USD – Cyber Monday sales

Cyber Week

Retail is great. Retail is freaking awesome in deed. There is so much people talking about how digital is going to debunk real stores that is hard to hear anyone. To be honest with the world we need to stop believing such a lie.

There’s a market for everyone and everything. Humans are social by nature, as long as there are humans in this world, there will be malls and market places. Digital is not a replacement of your life it is an enhancement.

This year I failed to live by my code and decided to join the wagon of the Black Friday / Cyber Monday maniacs. Instead of just going with the flow I should have seen and learn from digital market leaders such as Bestbuy, e-bay and amazon. Bestbuy  extended their promotions for well over a week after Cyber Monday, welcome Cyber Week.

We did fine in sales, however there’s always something we can do better. Next year, I’ll remember to double check my basis, and not to try to compete against retail when it is not my place. My place is the Internet and the Internet has its own set of rules.

Read more about Cybermonday sales at Inc Magazine

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