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Mission Impossible? Can This Community Be Saved?

Bonnie Blair , Principal, Retirement DYNAMICS Jeff House , Director of Research, Retirement DYNAMICS. Mission Impossible? Can This Community Be Saved?. Bonnie & Jeff’s objectives.

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Mission Impossible? Can This Community Be Saved?

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  1. Bonnie Blair, Principal, Retirement DYNAMICS Jeff House, Director of Research, Retirement DYNAMICS Mission Impossible?Can This Community Be Saved?

  2. Bonnie & Jeff’s objectives • Recognize trends that require intervention as soon as possible; identify the merits of lead-tracking to correct marketing/sales shortfalls. • Able to implement sound marketing plans with measurable performance objectives. • Able to prioritize the remedies that will bring the fastest results. • Able to distinguish between operating problems and marketing problems.

  3. Strategic Context Analysis (SWOT) • Where you stand depends on where you sit. • Always start with your strategy. • In terms of accomplishing that strategy, • What are your strengths? • What are your weaknesses? • What opportunities are available? • What threats confront your community? • Who is threatened by your community?

  4. It’s Simple Physics • Second Law of Thermodynamics • All things tend toward disorder. • Things naturally tend to get worse. • Newton’s First Law of Motion • Objects at rest tend to stay at rest; objects in motion tend to stay in motion UNLESS energy is applied to change speed or direction. • Don’t confuse coasting with progress.

  5. YOU’RE GOING UPSTREAM, OR YOU’RE GOING DOWN.

  6. Strategic Context

  7. Information Gathering

  8. Blue Oceans Perspective

  9. What Would You Do? • Think about Strengths, Weaknesses, Opportunities and Threats. • Where would you allocate time, talent and dollars to accomplish your mission?

  10. Four Broad Approaches • Eliminate – stop doing something that either adds cost or does not set you apart • Reduce – scale back where you are “over delivering” more than your residents value • Raise – become great at something you’re only OK at now • Create – offer something residents want but can’t get

  11. Three Questions • What is your focus? • Health care? Aesthetics? High customer service? • How are you different? • Bigger? Smaller? Better? Less expensive? Kosher? • What is your tag line? • Can you state your value proposition in one line? • “We do chicken right!”

  12. Scenario 1

  13. Scenario 2

  14. Scenario 3

  15. Scenario 4

  16. Scenario 5

  17. Reporting Back • What should your strategy be? • What should be addressed first? • What activity should get the most resources? • What percent of the problems were marketing problems? • What percent of the problems can marketing solve?

  18. Which Way Did They Go? • Did they try to enhance their strengths? • Did they try to capitalize on opportunities? • Did they try to correct their weaknesses? • Did they try to counter threats?

  19. Reactions and Feedback • Do you agree with the priorities? • Do you agree with the allocation of resources? • Can this community be saved?

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