Exit Strategy, and Why We All Got To Have It

Exit strategy is an integral part of a management function and nobody in their right management mind would ever omit such basic concept. Exit strategy is known by many as the penultimate or the very lastest (is that even a word?) thing that a manager would undertake in their corporate life. It’s not far from the truth though, as exit strategy will always means that, exit, the last step. However, every management book author, every educated manager, and every entrepreneur out there will always consider and managed exit strategy at the beginning of their career or at the start of the business. How is this so? Are they already considering defeat even at the earliest stage? Well this is a defining NO.

Exit Strategy For The Business

Linda Pinson, the author of “Anatomy of a Business Plan”, offers an excellent analogy why exit strategy has to be implemented right at the planning stage of the business itself. She wrote about a runner needs to know where he/she is going to finish the race. This is an excellent analogy for me because it exemplify what exit strategy really means. Well logically speaking using the analogy from the author, the runner capability obviously is limited, they have to know the range of the track first and adapt their running pace to win the race. If they didn’t know about the length of the track, the runner will exert their maximum force and got exhausted nowhere near the middle of the track. A good runner will spread their pace according to the length of the track, and keep a small amount of stamina for that last stride.

Business world is akin to runners on the track field, in that, each company has its own capability that can only be spread so much in its entire life span. Therefore one must apply exit strategy at planning phase of the business to accurately apply the overall strategy during the business life span. This is also what Linda Pinson wrote on her book, she even goes to length by defining that exit strategy defines a business financial plan, taxation plan, even its overall management decision. A very nice book indeed, I suggest every aspiring entrepreneur to read her book.

Exit Strategy doesn’t just apply to the overall business world, but also applies to the people who work there. One very good example of how exit strategy is used in the employee level of corporate life is the succession planning. How often in your corporate life that a good manager left from the company you are working for and there are no suitable people to replace him/her? My guess is… A lot, especially in a developing country such as mine.

Succession planning in a way is an exit strategy for the company who employs that person. Without proper succession planning, most often than not a company will lose its asset and will distort its daily balanced function.

Like some old guy (me) said, “a great manager is hard to groom, but a great manager is harder to find”. Basically, what I meant is that, it is easier to educate a good manager to great from within the company than to find a great manager from outside of the company. Pardon my lack of source, but on my MBA class, grooming manager from inside of the company for western companies are more preferable than just to find it from outside of the company. As this has several advantages being:

  1. That person already knows the culture of the company.
  2. He is already known by the people who will work for him.
  3. Company-client-media relationship will be intact because there are no need to have another introducing sequence between all three.

But somehow, some company still thinks that people who work for them are just people who work for them. They are not an asset by any long shot, nor they are an integral aspect of the company. Therefore, when somebody quits, the company will just say “ow, it’s the natural cause of things” or “that’s good, employee regeneration/fresh blood is always needed in the company”. To me, this is stupid and the wrongest concept of seeing employee as a tool rather than an asset. This actually happened on my current workplace, I’ll tattle about it on the example section along with the example of exit strategy for the business world.

Exit Strategy For Us

That’s what exit strategy means if its seen from the context of the business, but one can see exit strategy in our own life, out of the hustle and bustle of the corporate life. When we work for somebody, then our fate of working there is left to chance because simply we are just drones. Out of that 3rd “heat” or the inevitable such as economic downturn, natural disasters and so forth, we couldn’t be 100% sure of our future in that company. Out of the reasons stated above, we can get fired as soon it happens.

This is actually something that I wanted to share, it’s not based on any books or any classes that I have been into. Therefore accuracy is questionable but personally I think it’s something that is nice to know, so here goes.

We have in our life, multiple planning, no? Well, you ought to have it. In my lifetime, I’ve failed 4 of my biggest plan in my life. Luckily, I always have an exit strategy handy when all of those plans didn’t work out. For me, hatching a plan A, plan B, through plan Z will be never enough in our lifetime. Life will always change for the best or for the worse. To establish many plans for our life will be tiresome, not counting you have to keep in track and appropriately launch each and every plan for any given situation. For that reason, we only need to devise several solid plans that we can oversee with ease and then we devise an exit strategy.

The exit strategy in this context is not relevant to the mentioned business world application of the above, but rather, exit strategy in our life refers to hatching up another set of plan when the first set of plan didn’t work. For example, when you work on some company, you will have some plans devised to get promoted, yes? Of course… Then you planned to get the boss’s heart by buying him gifts, but he can’t be “bought”, so you buy his/her right hand man gifts to win favor so they will talk sweet things about you to the boss. That’s plan A and B right there. But what if your boss and his/her right hand person can’t be bought, and there’s a termination meeting, and… it’s so happen to be, your name is on that termination list? Well, this is the time when you got to have an exit strategy handy.

Exit strategy in this context means that you got to have another means of what to do after the inevitable happens. Exit strategy is not necessarily hard to hatch, because mostly it involves finding a new path your life and you creates the plans after you step into that path first. In the case of said example above, finding a new job or create your own business is the exit strategy. While it’s quite difficult setting up for a business, the subsequent plans can be made after the business has been established.

Again, this is a personal view of exit strategy. However, having some sort of getting out plan from your existing condition warrants a careful thought of exit strategy.

The Witty Examples

I’ve written about how exit strategy should be considered at the beginning of the planning stage of a business, and now let’s take a look at some examples.

A practical advice from Businesslink stated some exit strategy outcomes from different perspective of businesses. The article also further strengthen Linda Pinson’s book that exit strategy determines the overall long term strategy of the business. Basically, if you plan your business right, at the end of it you have to sell it for profit, groom or pick a successor for it, or just abandon it. Exit strategy determines those three outcomes from the declining phase of a business or your life cycle.

My step mom owns a quite profitable small bakery shop. However, she doesn’t want to expand the business by opening up branches or even introduce new bread or cakes. Why is this so? Because her exit strategy is to sell the shop when she is no longer able to run it anymore. An excerpt from Entrepreneur.com probably describes what my step mom is doing with her bakery, “a money in the wallet is no longer a money in the business”. This is because my step mom is taking any profits from the bakery straight to her wallet, not intending to reinvest them back to the business. On Entrepreneur.com article, this company is called a lifestyle company, because well… Its sole existence is to support the lifestyle of the owner.

Another good example of exit strategy or the lack of said thing is in the place where I worked for. So I work in a… Well, that would be telling isn’t it? Anyway, I once worked for one of the largest publishing company in my country as a journalist/reporter/editor/talk show host/desktop artist/superman. My boss has just been recently promoted to vice general manager for the division, but one peculiar thing is that, even after his promotion, there are nobody who inherently succeeds him. He is now a vice general manager for the division but still, every managerial aspects must go through him first. Essentially, the higher ups failed to implement exit strategy/succession planning for my boss, because he now essentially works in two place at once although his focus is still being vice general manager of the division. Because of it, work condition is chaotic at best, red tapes are getting longer and work paces become awfully slow.

Now, succession planning is also an integral part of exit strategy, because if not, then what happens in my workplace will be common in any workplace. Succession planning as an exit strategy on my step mom’s bakery could work if she wanted the shop to go 2nd generation. However, as my step brother is enjoying his stock broker related high lifestyle, and my father needs more assurance of my capability, the bakery would most likely in 95% confidence interval be sold to somebody.

There you go, exit strategy and why we all got to have it.

Sources and recommended readings:

Anatomy of a Business Plan by Linda Pinson

Ivan Hoffman’s exit strategy

Business link practical advice for business

Entrepreneur.com: Exit strategies for your business

Acura TSX 2008/ Accord Euro Sedan Caught on Camera Phone

The guys at Temple Of VTEC never ceases to amaze me. After a slew of definite past news, now one of its member managed to take two pictures of the supposedly Acura TSX/Accord Euro Sedan being tested in America. I wonder why Honda/Acura tests its brand new car in a suburban area? You can click the thumbnail for larger pictures.

Free Image Hosting at www.ImageShack.us
Free Image Hosting at www.ImageShack.us

From the frontal view, the car is a dead ringer to the teaser pictures of Accord Euro wagon. It looks… How to say it, normal… Again, we are talking about Honda, the producer of boring looking cars which surprises us in every turn. Oh by the way, I’ve found a dry ground not long after evacuating with my trusty notebook, next up, exit strategy and why we all got to have it!

Mugen Newest Craziness… Mugen Civic Type RR

We know Mugen, the-not-so-official-Honda-tuner who always has crazy ideas about increasing the performance out of Honda’s latest products. Last year we witnessed the arrival of Honda Civic Mugen Dominator concept. A Civic with a supercharged K20 engine producing 300 horsepower akin to the engine found on the Ariel Atom. While Honda is against of using force induction technology, Mugen is free as they are not officially Honda therefore their product concept often leads to “interesting” what if scenario.

Aside from the supercharged engine, Mugen also changed the Civic body kit to full carbon fiber, a rear diffuser + exhaust, and an adjustable rear wing.

Mugen latest crazy work with Honda’s mid sized car is the Mugen Civic Type RR. This time because it uses the venerable Type R moniker, Mugen respect what it means and created a car akin to the Dominator concept while using naturally aspirated engine. Derived from the same K20 engine, Mugen upstroke the engine to 2200cc producing 260 horsepower, while a king’s ransom worth in carbon fiber is used to change the whole front side of the car and used in the interior for aesthetic and structural integrity.

Again, this is just a “what if” scenario, Mugen doesn’t intend to make it commercial except if there are sufficient demand.

By the way, Honda Type R cars always means naturally aspirated, and light.

Honda always sticks to their nonsensical “gentleman” rule that a car engine should be naturally aspirated, and it’s the raw driving sensation that is more important. From that point of thinking, all race bred Honda cars will have stiff suspension for better track handling, light chassis that throws away all the amenities (audio system and AC is surely gone, or optional), and all cars will be powered by a naturally aspirated engine. Sure, all of that combined will results in a naturaly balanced cars, heck, even all Type Rs from Honda is regarded as the most fun to drive cars by many. The perfect car… Is it? Well, one thing for sure, if you win a touring car with a Honda it shows that you are one heck of a great driver. Sure all race bred Honda cars have near perfect handling, but their engine power are nothing to be desired. It’s a given trademark… If all the touted “racing simulation” games out there really is a simulation, then it is replicating real world results. So I played Gran Turismo 4 and Forza Motorsport 2 on the Playstation and XBOX platform, driving the Integra Type-R was such a satisfying feeling. Against Subaru Impreza WRX and Mitsubishi Evo 8, I win… What the… Both cars decimate my puny naturally aspirated engine right from the start of the race, but through consistency and daring corner late brakes, somehow I chase them and won. The same happens when I drove the WRX or the EVO, I blasted the Integra at the start of the race, but somehow near the finish, the gap is close, very close and occasionally I cheat to win (can’t tell 🙂 )

Mugen concepts from time to time doesn’t adhere to Honda philosophy, so they use force induction and still provides amenity to their products. However, this philosophy is why I love Honda, because it’s very uncommon nowadays to find even a person who have such integrity… Me? Well, let’s just say that I have similar integrity and it brought so much misery.

Source:

Mugen Dominator website
Tokyo Auto Salon Mugen Civic Type RR

Honda Accord Euro / Acura TSX 2008 Teaser Pictures, and Witty Comments

Well, it’s finally official, these are teaser pictures taken from a short promotional film of 2008 Accord Euro Wagon. This pictures also applied to the 2008/9 Acura TSX because basically the TSX is Accord Euro sedan in Japan and in America (under the guise of Acura). Like any Honda Accord Euro wagon before it, the sedan version front fascia is exactly the same with its wagon counterpart.

Higher resolution pictures and the original movie can be found by clicking here.

This is the overall “shape” of the car, the engine bay looks quite lengthy.
Chromes galore!! Very Honda like.
Stylish projector headlights + front parking sensors.
Any longer than that, the headlights might as well extends to the A pillar.
Still conservative but definitely luscious.

Now let’s talk about the engine this baby will come with. According to Temple Of VTEC forumers, it is confirmed that this car will come with Honda second generation diesel engine, the I-DTEC. The engine will be introduced along with the car unveiling in Europe, but the I-DTEC will come in 2009 for Acura TSX in America. Two things about the engine option that raises an eyebrow is that it is rumored that the car will come with a VTEC Turbo found in the RDX, and an option of small displacement V6. Well, a high output engine is surely needed if Acura wants to keep their promise of introducing SH-AWD, their patented unique all wheel drive system across their product portfolio. After all, all wheel drive system although the safest form of drivetrain configuration out there also burdens the engine because it has to drive all four wheels at any given moment.

But one thing that I do not know for sure… What it’s base engine option? Another K series? K20? Honda has A-VTEC for quite a long time now, but it seemingly for technical reasons they didn’t release the engine yet. I’ve talked about Honda newest VTEC mechanism here, so just click on it if you’re curious.

Anyway, I think I have to apologize to Honda after all… I’ve wrote on my previous entry that I would apologize publicly to Honda for ranting about how the Asian/US Accord looks if they come up with the modulo concept body kit. However, I realize that Honda is doing a market/product integration which is doing very well actually. The US market can make do without bling-bling, even though the Asian market prefers it that way. However, I’ve not even look at the real car and I made a harsh judgment from pictures that can be out of proportion or not true to scale, skewing my expectation and perception of the car. Surely, with Accord Euro looking very… Stylish so to say, Honda designers know what they are doing.

So there you go, my apology.

I am still willing to buy an SX4 though…

Entry updated here 

Saying Sorry Still Works In This Crazy World

On my previous post, I’ve mentioned about perception and what power it beholds. Truth be told, perception is everything in the marketing world as far as I know. You can have the best product in the world, but if perception dictates otherwise, you do not have the best product in the world. When you launched a so so product early in its life cycle and develop it to be perfect later on, people will perceive the product to be so so, especially if said people didn’t purchase/use that product again later in its life cycle.

However, perception can be created or altered even though it takes time to do it. XBOX 360 for example, this latest gaming system from Microsoft is considered to be the next generation system with the widest range of game available to date. Nintendo Wii might be the most popular and Sony PS3 might have the popularity “heritage” from its PS2 days, but XBOX 360 with Microsoft first mover advantage has gained considerable market time and game availability that surpass both Sony and Nintendo next generation console. However, Microsoft’s XBOX 360 isn’t exactly reliable as every console there is in the world, because of the tragic red ring of death. But, thanks to Microsoft swift response, the warranty has been extended for the XBOX 360 and people can replace/repair their damaged system for free. At least in the USA, or every country which they have an official representative… Sadly my country is not in the list, and I have to repair my XBOX 360 to a local technician, but it gets the job done as the problem has been isolated to weak cooling mechanism.

With people perceiving that Microsoft has failed delivering a reliable gaming system, it’s only a matter of time before people jump ships to other next generation gaming system right? Well not really… Microsoft reputation was blemished for sure with the XBOX 360 fiasco but their constant marketing effort to “apologize” to their customers is highly regarded. Microsoft blew the cooling mechanism, and they offer an extended warranty, XBOX live downtime, and they offer free download of games. It seems that saying sorry is still applicable in this crazy world after all, if not, people would just flock to PS3 and Wii (if only their games library is as extensive as XBOX 360).

Now this is one example I share to all of you how perception can be altered. Next up, we will talk about how perception creates brand image through the means of knowledge and experience, and how it brings down Acura marquee.

Share Your Stories With Us :)

To tell you all the truth, it’s not just the hangovers that prohibits me to update this blog. I also helped a friend of mine by being a contributor at his blog… Gadget Stories. It’s about the stories of people using their gadgets. It’s quite fun, a bit of news, a bit of story, all about gadgets. But anyway, that’s done, I will focus more now to my own blog and my personal life.

Till then, XOXO

Next up… Perception Kills Acura

More Dangerous Than Nuclear Bomb & Compound Interest… Perception!

Nuclear bombs decimate two of Japan’s city with casualties exceeding thousands of lifes, and compound interest… Well, let’s just say that because of it, lots of people lost their everything. The Romans once even ban compound interest in their law (although we know compound interest is very lively nowadays). But there is something more than those two combined, well, what else is there except for perception.

Now first, let’s talk about what is perception means literally. Because I don’t have my trusty library next to me, I will define perception with the help from the almighty internet itself. The meaning of perception varies a lot from sources to sources, I was even kind of shocked by how many meanings it contain. However… I noticed some similarity between them, therefore this is what I interpret about perception from the various sources (link at the end of the article). Perception is our disposition towards something related through our past experience… Now that’s a new definition of perception.

Now from the definition which I have filtered from various sources means that our judgment or perception will differs wildly because a person’s personal experience is up to God’s will and cannot be constructed as we hoped. This fact is actually quite new to me. I thought that perception is a response from a person directly when that situation arise. Then, about a week ago, I talk to my father about perception, he also added something new for me. In his book, he wrote about perception is a cumulative experience of a person PLUS our instinct… Instinct? What the hell… Then he describes that almost everybody are afraid of the dark although the intensity varies. Well, this is actually true because it is human nature to be afraid of the unknown, I think it goes back to our ancestors days.

So if I might summarize it all, perception is a person attitude towards a subject prior to their experience, knowledge and mood at the time they make a judgment. I put personal mood because sometimes, people makes decision based on feelings, just a bit personal experience there.

Now let’s get into the interesting part… The examples!

Now we have Suzuki and their SX4, Honda and their CR-V, Nissan and their Livina. In Indonesia, those respective cars delivery waiting period exceeds 3 months, and the question is what people perceives about the long delivery waiting period? To the majority of people, it means that all three cars are a hot item, but to the more wary people, it means that all three company fails to estimate the market absorption rate of their products. Me? I’m one of the wary people so I perceive Honda, Nissan and Suzuki has failed to estimate the market absorption rate of CR-V, Livina and SX-4. One would argue that the company could not do anything about it because their main headquarter established a fixed quota… Well, global warming is a natural cause anyway (sarcasm warning).

Then how about J.Co and Krispy Kreme strategy here in Indonesia? They play perception game quite well if I bold enough to speak. Well, this is my blog, I can write anything anyway… One peculiar thing I noticed about those spritely donut shops are how their cashier counter and queue line is set up. Most often than not, it revolves around one single line with two cashier waiting at the end of the line. This set up will always make a long queue line even when the customer load (people coming) is just medium to high. I consider this as a stupid management, but there are two advantage of doing this. One is there are more seating space because the queueing line is just a single file, and two, people will perceive that J.Co and Krispy Kreme products are so good even people willing to wait in long line just to purchase it. There you go… Perception…. Me? Again, as my personal experience are a bit bitter, I consider it as a hassle. I demand swift service, I want to go in and out as fast as possible, so I just consider J.Co and Krispy Kreme queue strategy as lacking management wise. However, us we are Asians who are typically does not want to be left out of the “loop” will consider this queueing line as something that is “hip” and we as people must follow that trend. Because we perceive that if people stand that long for just an over the top sugary treat or whatever it is must be extremely good… Me? I don’t like queue lines, when I buy donuts I bought Dunkin Donuts or Krispy Kreme, just because they have shorter queue line than J.Co.

So there you go, perception. I can go on and on about the examples of perception, but it is a little bit of a moot point because there are just too many examples out there already.

Until then, XOXO… (I’ve been watching too much Gossip Girl)

The Sources:

American Marketing Association definition of perception
International Federation of Library Associations and Institutions definition of perception
Canadian Food Inspection Agency definition of perception

Happy New Year Everybody!

Goodbye love Welcome Love

 

It’s that time again when we have to say goodbye love

To old times when we had so much fun

Where you and I said things that made us laugh and cry

Saying goodbye love to times gone by

 

Goodbye love and welcome love

To times where tomorrow is ours to shape

Where nobody have no say for the path we take

Saying welcome love to times coming by

 

Goodbye love and welcome love

Is not about what we had in our hearts

But it’s about time gone by and the time coming by

Love knows no goodbye and welcome

 

Because love is always there in our hearts and the future is ours to shape

 

Happy New Year everybody!

Confession of A Marketer Part One

Just like John Perkins came out from the closet and relieves his past doing in a book entitled “Confession of an economic hitman”, I’m going to do the same only with a different context.

In a very brief summary, Perkins wrote about his job as an economic hitman, negotiating lucrative deals that benefits his employer but the deals always has a catch. The catch is that his employer gets more than enough and the host country usually gets… Well, less than nothing or at least just enough. The way Perkins did his job back then is to use advanced negotiation and communication skill, combined with advanced financial knowledge to literally cheat the host country to sign up deals that actually do harmful things for them.

Now, I used to be a marketer and putting myself up to Perkins level is absolutely stupid… I do however worked like him, putting up communication skill to make people believe what I said and do what I wanted them to do. In my country, marketing is a branch of communication major, where applied theory of communication is all too relevant. In advertising 101, it is said that what we do in daily life is marketing in itself. When we talk, we brought about tone and manner, with a message to convey explicitly or implicitly, and we expect the person that we talked to respond in ways that we have anticipate so we can reply accordingly. The last sentence alone is the most basic form of marketing, and that is just one part of our life. What we wear, what we eat, where do we go, who our friends are, where we live, all reflects our status. Status, something that we wanted people to perceive us, same like many brands wanted and formed perception of their selves. BMW “The Ultimate Driving Experience”… Is it? I heard and read Ferrari cars offer the best driving experience of any car/brands… D’oh, given Ferrari unified product portfolio (all Ferrari cars are semi professional racing cars).

By creating false assumption to garner intention and perception, marketer basically lies as their daily job. Why said marketer lies as their daily job? Well, it’s very simple… What would you say to your boyfriend/girlfriend’s parents? You will say something that impresses them, something that you did or currently do but you exaggerate it through the roof. Basically creating a false assumption, or true to some extent. It’s not necessarily lying, but what is that term again… When you are not telling the whole truth? White lies? Well, there are many type of lies but it is still lying.

Some marketer even abuse the concept of marketing in the sense it became no longer relevant to the product. I have the best example for this. In my country there’s a local notebook company with the name of BYON. As a newcomer how could they garner attention from Indonesian IT consumers who are easy to sway by international marquees? They have to be innovative, have to be different… But what they sell is just old plain notebook, the same as multinationals brand who already established strong brand image in the country. With a strong barrier to entry, what does the marketer at BYON did? They create a perception that their notebooks are “upgradeable”, and they use Indonesian record museum (Indonesian version of Guinness book of record) achievement frequently.

Are BYON claim about their products as upgradeable is true? Well, to some extend yes, but basically they are just claiming what other national/multinational notebook brands already capable of. It’s what we call in marketing term as preemptive claim, claiming something that is already common but never been claimed. I’ve wrote up about preemptive claim here. For that I have nothing to say about BYON because they are just practicing common marketing effort. But then there’s the record setting claim… This one I really don’t like… They set a record as being the first notebook that uses gold and diamond on the cover… What the hell… What the hell… Then they set another record, about creating a Christmas tree using BYON notebooks. Does the record settings are relevant to BYON products which are mobile computing? Big fat NO.

Record settings supposed to be relevant to the product. Honda for example, in Indonesia they set a record of using 1 liter of fuel to travel an average 70 kilometer (43.5 mile); now that’s relevant even though how that fuel consumption number is achieved through questionable ways. Then, there’s Suzuki Shogun, a small bike that claimed a record (noted in Indonesian record museum) of being run through racing circuit for 24 hours non stop, now that is dead relevant to the product. How BYON abuse their non relevant record setting claims to me is very non sensical. If I could humbly offer a record setting claim that is good for them is about battery longevity. They could use a high capacity battery and they could sell this battery to the consumers at premium price because it has that “record setting” status.

There’s this one book written by Budiman Hakim, creative director for Macs909 (Indonesian advertising agency) entitled “Lanturan tapi Relevan” or loosely translated to rubbish but relevant. In that book he wrote about advertising is a simple thing of acknowledging one unique selling point of a product/brand how small it is and blow it sky high to achieve the desired result. For those who are new to advertising/marketing world in general, I recommend you read this book because of its light approach to the subject. The man was my former employer and although he doesn’t remember me, I learn quite a lot from him.

This entry is actually my reason for making this blog. I want to share with the world about advertising, and marketing in general from my point of view. It is not rocket science by any measure, but still, a lot of marketer doesn’t adhere to the basics of marketing. Instead they use complicated brand/product perception creation through unorthodox methods. Remember guys and gals, do not, I repeat, DO NOT take “thinking out of the box” too literally. When you have objective and direction you are in “the box”… It’s thinking on the boundaries without going over that is most important.

I used to want to name this blog the confession of a marketer… But that’s just too melodramatic.