Business Planning Training for Senior Executives

Why should you follow this training programme?

The training provides a complete and full understanding of a company’s Brand DNA, its roots and heritage, its vision and mission and business idea.

Training dates:

Date and venue to be agreed between Sephia and customer.

Target Audience:

All Senior Executives, General Managers and Board professionals who are involved in strategic and long-term decision-making in any kind of business/organisation. Minimum 3 years of management experience is recommended.

Content Day 1:

• Vision and mission
• Business idea
• Living in an era of digital disruption
• Business relevance, today and in 3, 5 or 10 years’ time
• The Brand DNA model

Content Day 2:

• Marketing and marketing management
• Brands and brand management (Positioning)
• The 5-step marketing planning process
• The 5-step marketing mix

Content Day 3:

Situation analysis and tools (STEEP/SWOT)

Content Day 4:

• The brand position analysis (Brand DNA)
• The sales tree analysis (SALESTREE)
• Objectives & Goals (SWOT/SMART)

Content Day 5:

• General strategy and strategies per function
• First draft presentation of strategies
• First opposition and challenge of strategies
• Tactics and marketing tactics
• Wrap-up and summary of “The Plan”

Content Day 6:

• Second draft presentation of strategies
• Second opposition and challenge of strategies
• Defence and argumentation
• Final revision and fine-tuning of strategies
• Strategy as a “red thread” in the business plan

Content Day 7:

• General tactics and tactics per function
• KPIs and ROI analysis
• Proposed commercial calendar (12 months)
• Routines for follow-up and evaluation analysis

Content Day 8:

• Final fine-tuning of strategic business plan
• Preparation and rehearsal of final presentation

Content Day 9:

• Final presentation of business plan (line manager may be invited in addition to the programme leader)
• Graduation ceremony and Diploma
• End of programme dinner (optional)

End Product:

A finished template for a whole Business Plan, which has been completed with real content during the training programme. All parts have been put into practice and completed and expanded during the homework sessions, preferably together with the participant’s own management team back home. The final Strategic Business Plan has also been challenged by external opponents, defended, and if necessary, revised.

Diploma:

All participants who have completed the training programme (all days + approved plan) will be awarded a Sephia Diploma, signed by the Programme Leader

We recognise that most companies have heterogeneous workforces, where academically well-educated staff are mixed with very experienced self-made long-timers, who have successfully worked their way up to the very top. We also believe in the four different learning-styles, where we all, as individuals, are plotted along the parameters of individualistic vs. team player, and extrovert vs. introvert.

Or in simple words, some people perform at their best when they are allowed to sit by themselves, and listen and observe. Others benefit from working in groups and like to verbally share their knowledge and bounce their ideas off colleagues. Some are more reflective and quiet, and others are more spontaneous and expressive.

Therefore we make sure that we provide the right tools and support so that everyone feels comfortable in our training programmes! Do you want to work undisturbed? We will find a quiet corner for you. Do you want attention and active participation and coaching? We will provide that for you. Do you need to read content by yourself to really get it? No problem, we’ll give you the space. Do you want us to present the content and listen intensively? That’s fine with us too!

While we transfer knowledge to you and provide work-sheets and templates, we make sure that you put your new knowledge into practise during the programme, and receive immediate feedback. In that way we turn knowledge into know-how.