Use the Strategic Planning Method for Resolving Needs, Challenges, or Problems

Some of the same steps to writing a strategic plan can be used for addressing needs, problems, and challenges. Such issues might include:

· How the company will grow based on one product line, or a product failure?
· What should be done about a product that has lost market share?
· Why are product development deadlines constantly missed?
· Why isn't the market responding to a new product or process

If the product is not selling, perhaps the reason is that the right customers are not aware of it, or that the product doesn't perform as well as the competitor's product. Only the right potential customers know specifically why they aren't buying. Owners cannot make rational business decisions for planning purposes based upon assumptions, or trying to please any customer. Once again, the market research methods and competitive analysis would be useful in addressing this issue.

Hold a facilitated planning session including all important participants. Review the company vision and mission statements. In a brainstorming type session, ask and answer questions to determine the root cause and contributing factors. A facilitator is helpful for this, independent or internal. Some questions to address might include:

· What factors could be contributing to this problem?
· Can these be narrowed down to a root cause?
· Where can we improve how we deliver it or produce it?
· Does the product need re-designing?
· Do we need to organize our sales efforts better?
· Are we listening to the customers we do have?
· Is the competition doing something we should do too?
· What do our competitors do to get top dollar for their product?
· What are we doing wrong?
· What are we doing right?

Once all ideas are presented for the important questions, it is the facilitator's role to group the common themes that emerge from the ideas. From all themes identified, collectively pick the top three that match the vision of the company or are the top priorities.

Redefine the resolutions or answers as new, additional mission statements that illustrate the purpose of the company's business. Develop the strategies, actions, responsible parties, and prioritized schedule for each new mission statement.

Frequently, identifying a simple issue will have contributing causes and a root cause symptomatic of bigger management issues. The focus must stay on dealing with what is best for the company, which might not necessarily be best for the owner or employees.