Use the form below to assess your business strategic position (for your selected business). (you will use this for this section in your plan)

Strategic Position Plan Preparation Form.docx



STRATEGIC POSITION & RISK ANALYSIS SAMPLE

ComputerEase’s objective is to be the premier software training company in the Greater Vespucci, Indiana, area and a major competitor in the online training field for the English-speaking market. To achieve that goal, we have developed a strategic position that emphasizes:

• Highly effective online training, using the latest interactive instructional technology

• In-person, hands-on training

• Customized training developed for customers’ proprietary software or specific needs

• Training that emphasizes productivity as much as skills

Outlines the company’s strategic position.

ComputerEase’s Strategic Position is based on evaluating the following factors:

A. Industry Trends

B. Our Target Market

C. The Competitive Environment

D. Our Strengths

E. Risks

Example:

Industry Trends

The software training industry is trending toward the development of regional or national providers rather than small training companies or individual consultants. Online, distance learning is a major, cost-effective delivery system for training programs, and the number and quality of such programs keep increasing. Online applications delivered as software-as-a-service (SaaS), as opposed to downloadable software, continue to grow in popularity. Certification from national software developers also continues to be a critical requirement for doing business.

Describes major developments in the industry.

Target Market

Our target is the corporate training market (rather than consumer). This market is strong and growing and is less price-sensitive than the consumer market. Our target customers often develop customized software for their specific needs as well as use “off-the-shelf” products.

Specifies who the target customers are.

Competitive Environment

There is no other national or regional software training provider yet in the Vespucci area. This affords us the opportunity to build substantial relationships with our target market — corporations and government entities — before an effective competitor enters the area. However, there are several, extremely well-funded online training companies, and we anticipate substantial competitive pressure from them.

Our Strengths

We excel at in-person training and select our instructors not only on their computer knowledge but on their ability to translate complex technical issues into understandable language, their patience, and their teaching effectiveness. Another of our strengths is our ability to quickly and effectively develop customized training programs, built around the customers’ proprietary software, or to meet other specific customer needs. Our ability to understand online instructional technology is another major strength.

Risks

One major potential threat is the growth in the consolidation of online software training companies. A number of these companies already offer training at lower fees than ComputerEase can offer, and consolidation may drive prices down further while increasing the amount and effectiveness of these competitors’ marketing efforts. A continuing risk is always the health of the economy: Economic downturns lead to fewer new employees being hired, and thus trained, by our target market. A final risk, one that appears minor at this point, is that software developers will make software that is easier to use, thus reducing the need for training.

Describes various sources of risk.

Strategic Position

Evaluating the above factors has led us to conclude that our major threat comes from other online training companies. However, although we generate significant revenues from online training, we are confident there will be a continuing need for outstanding live, in-person training. A significant percentage of customers require or prefer an instructor present to answer questions and demonstrate techniques, often on a one-to-one basis. Customers will also need to have customized training programs developed to meet their particular needs. Further, we believe our target market will be willing to pay more to receive customized and/or in-person training.

Lists aspects that distinguish the company from the competition.

Devising our training programs to achieve increased productivity as well as to train in basic software skills enables us to continue to offer valuable training programs to customers even if they reduce the number of their new hires. Productivity programs are less vulnerable to economic downturns.

Shows how company strengths align with opportunities in the market.

To achieve this strategic position, we place particular emphasis on the skills, attitudes, and personalities of our instructors. We recognize that the quality of their instruction, their patience, and their effectiveness must be substantially superior to that of online teachers.