{Digital Strategy}

who needs a business advantage?

The Business Advantage method aligns information technology services with the business operations goal.

So what is the problem?

“business owners want their technology to work”

This has been an issue for years

“why hasn't it been sorted by now”

Who is responsible?

There are competing goals for business owners. How can they gain an advantage?

Technologists, like me, must improve how the business functions. Then help manage how you deliver value to your clients.

This is achieved when costs are reduced by improving technology function. Also, better operation management to increase revenue.

How do you gain a competitive advantage?

To the business owners no one appears to be accountable. They are left to navigate the tidal flow from innovate and grow to stability and regression.

“If something isn't working in your business that's the way you designed it”

That said business owners need to be ready to head in the right direction.

Advisers are limited by several factors. Now the term adviser is just that you get told about a plan. The term implies a lack of responsibility for the outcome. Advisers in the form of financial or technologists have their own agendas. These agendas are not aligned with the businesses they serve.

Next internal technologists within the business lack experience. They are constrained by what they know or can research.

External technology providers have the benefit of more experience. Yet, like internal staff they must operate within a cost profile. This profile includes the service provider making a profit. Also, being able to manage what is being delivered.

How does a business owner get the technology to work? Still providing a place to innovate and grow. While keeping costs and risk manageable.

There are two designs which have grown to be accepted by the industry.

One looks at the business innovation. It describes how a business creates and delivers value. Done by showing business owners how to deliver products that customers want.

The other addresses the business technology design. It shows how the business makes effective use of technology. The process measures the competitive state of the business. Then improve the advantage through applying a business technology program.

The technique of aligning the two programs delivers a business advantage.

Business competitiveness is about costs and function. How to make a business grow. Be innovative. Control costs. While maintaining a good business operation.

Business requires a digital strategy to navigate the flow in the innovation river. Sometimes it's fast other times you’re against the tide. Having your technology and operational plan aligned is the key.

There are 9 elements of the digital strategy program. The 9 business model goals are matched with the 9 information technology elements.

1. Continuity / Partners

Businesses need to provide continuity assurance. This is not a client need. Unless your product is managing personal information. The cyber-security risk in the business is low priority for your clients.

It is a key element of your suppliers and partners as you represent them to clients. By promoting them through the delivery channel for your product.

The responsibility for continuity lays in the next 2 technology functions.

2. Competency / Activities

Managing internal and external services effects costs. Effective tools support internal projects to deliver to the business.

Activities undertaken should create revenue. Efficient technologies applied further contribute to cost management.

3. Charge / Resources

Revenue increase comes from efficiency gains through maintenance programs. Consistent service monitoring improves utilisation of resources.

4. Conscious / Customers

Changing to the management side of product delivery. The conscious rule means focusing on who our customers are. What makes them different. How do we plan to please their needs?

5 Control / Relationship

Management focus continued. Governance programs to maintain the best possible relations with customers. Understanding why they like and buy from you. Automating NPV scores collections. Feedback and email sequences.

6. Clear / Channels

Managing the delivery of a product or service to you clients is a key success criteria. It has a direct impact on revenue. Management and monitoring is key. Along with reporting all play a part. Making sure you do it right.

7. Cost / Value

How client needs are satisfied through an efficient information strategy. Managing budgets to maintain a competitive edge.

8 Management / Revenue

Revenue comes from what the customer is willing to pay. Technology management is how the business maintains value. Through services such as; sales, marketing, financial accounting and investment in staff.

9. Functions / Operating

Technology functions focused on better operating costs. Automation and workflow systems for specific industry applications. Relevant and responsive dashboards on the business make for better decisions.

Business Advantage method allows the business owner a framework to make good decisions. The 9 elements of both the business model and technology canvases are flexible. The resulting program can be reviewed and adjusted. With accountability, the key. The results based on the technology outcomes are measurable.

Sheldon D Morey Business Consultant in digital strategies and applied technology. Like to know how to get an advantage. get a call to book a