CM TIP: Double results with better implementation

Not getting the results you want from your Category Business Plan?? YOUR PLAN'S NOT THE PROBLEM! Despite the typical investment of hundreds of hours of supplier and retailer time developing these tomes of analysis, few Category Plans ever live up to their promised financial results. So what went wrong with the plan? Usually NOTHING!

The biggest challenge of CM is not to decide what needs to be done, but rather to coordinate the thousands of tasks and dozens of people that are involved in implementing the plan. Here are three simple (and cheap) things you can do to bring your category strategies to life...

1. Create a ONE page plan.

2. Use cheap technology to coordinate the work.

3. Dedicate two hours of time.

Solution 1: Create a ONE page plan

No matter how complicated the category or strategy, if you can't summarize your plan in a SINGLE page, you are unlikely to implement it.  How many times have you seen the big binder of a plan on the shelf collecting dust?  That should be no surprise.  A Category Business Plan is a lot like a good novel; it's a story.  The plan is just an analytical narrative of why a certain set of actions should be taken.  And just like a good book, when you're done you have already forgotten most of the detail on the pages.  All you are likely to remember is that the butler did it, in the drawing room, with the lead pipe.  It is exactly the same with Category Management.  If you have done an effective analysis, it really doesn't matter if you remember the whole story of how you developed your strategies and tactics.  What matters is that you remember what to do and measure to see if it works.  That's where the 1-Page plan comes in.  Think of it as your book report or the Cliff Notes of your category story.  If you capture the key summary points, you are more likely to remember the story and much more likely to implement the tactics.  Does it matter what's in the "summary"?  Yes, and at CM Solutions we have developed a best-in-class 1-Page Plan^TM that has proven itself more effective than any traditional plan.  But, whether you leverage our tools or not, make sure your teams always finish their Category Business Planning process by creating a single page plan.

Solution 2: Use cheap technology to coordinate the work

I never cease to be amazed at how a supplier and retail Category Manager will coordinate their calendars, manage complex tasks, and communicate frequently for weeks (or sometimes months) to produce a Category Business Plan and then when it's complete, they completely drop the organizational ball.  I'm certainly not suggesting that they should continue to meet all the time, but in fact, the completion of the plan has produced an even more robust list of tasks involving dozens more people (including other suppliers and most of the retailer's other functions) that needs to be managed and monitored.  Most CM processes actually produce a comprehensive implementation plan (basically a big to-do list with due dates).  The challenge becomes who is going to make sure it gets done? "Isn't that the Category Manager's job," you say.  My surprising answer....NO! 

It is an ineffective use of the valuable intellectual resource of a Category Manager to have him or her playing baby sitter to everyone involved in the plan.  So what's the solution?  Time Management 101 on steroids. 

The wonderful internet has again come to the rescue with a solution.  Today there are numerous online services that allow groups to share calendars and files and manage a complex list of to-do items (remember the implementation plan), across companies with ease.   Security is high and fees are typically low.  After a minimal amount of time spent entering the tasks in the system (sometimes as simple as importing a file), everyone knows what they need to do, when they need to do it, and they get friendly email reminders along the way.  The Category Manager, the suppliers, and even the boss can easily check on the progress of implementing the plan at any time.  And the best part is that it eliminates all of those stupid emails we all get copied on just so someone can cover their....back.  As mentioned, there are lots of options, but here are some of my favorites listed from the simplest to the most robust:

And there are literally dozens more options.  CM Solutions has implemented numerous systems to manage the planning and implementation of Category Management and we'd be happy to share our expertise in building your solution. 

Solution 3: Dedicate two hours of time

It may seem obvious, but the most important fix to getting category plans implemented is the least one used; spending a couple of hours IMMEDIATELY after completing the plan to setup all of the tasks and key dates in an online system like those referenced above, or simply in Outlook.  Yep, I said Outlook.  Just taking all of the major tasks outlined in the implementation plan and putting them in the Category Manager's or Category Partner's Outlook task-list WITH DUE DATES can have a dramatic effect on implementation.  You'll be amazed at how the weeks fly and suddenly a reminder pops up saying, "Final Schematic Due Next Week!" and you realize it hasn't been done.  Don't fool yourself; keeping the implementation plan around with the dates things are due IS NOT ENOUGH.  You won't pull it out.  You won't review it.  So, you won't do it.  But, if your handy dandy email/calendar program barks at you from time to time you'll be amazed at how much more effective you are at staying on the plan.  Like the guy on the Men's Warehouse commercial says, "I guarantee it!" 

Conclusion:

So, let's recap.  Create a single page plan that summarizes the strategy, tactics and measures of your plan.  Use an online collaboration tool to coordinate the activities of all the suppliers and other retailer functions. And, for goodness sakes, take a couple of hours IMMEDIATELY after the plan is done and put key tasks into the online collaboration tool or enter them in a key stakeholder's calendar/email program.   These simple steps, with the CM Solutions best-in-class consulting services have allowed our clients to consistently double the average return of their plans versus the industry average.  Practicality works!   

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cmsolutions provides consulting and research-services focused on translating consumer insight into actionable strategic plans.  cmsolutions' research services give companies a unique understanding of their customers using our True Consumer Insights methodology.  This innovative approach to direct consumer research provides unrivaled clarity and depth of insight that will teach you what your REAL customers REALLY think. 

cmsolutions is also a leader in innovative approaches to Category Management, providing unparalleled results without cumbersome and ineffective processes.  Our 7-day Plan process can help your people develop a comprehensive and effective Category Business Plan in as little as seven work days with average sales increases of 14%!

cmsolutions clients range in size from small professional firms to Fortune 500 companies and span numerous industries including: consumer goods, retail, manufacturing, professional services, software/Internet, and non-profits. Our clients have created more than $200 million in value with our help, and we can help your company achieve similarly extraordinary results.  

cmsolutions was founded in 1998 by Bart E. Steiner, with the commitment that the company would only accept projects in which we can create at least $10 in value for every $1 a client invests.

And all of cmsolutions work is guaranteed.  
If you aren't happy with our work, we'll make it right, or refund your money. 
So lets get started building your business today!