This is the 2nd of 3 presentations that I gave at the NWVMA Annual Convention in October 2016. In this presentation I discuss how the use of a proper business strategy can make any business more popular and less sensitive to competition.

1. Competition is Expensive,
so Stop Competing
and Make More Money
Part 1 - Strategy
Mike Pownall, DVM, MBA
www.slideshare.net/mpownall

2. Veterinary Business
Promotion Today
Kind
Caring
Compassionate
State of the Art
High quality
Cheaper

5. Strategy
• A description of how we can identify
what our clients value and how we
can deliver it
• It takes our vision & mission and puts
them into operational terms that can
be analyzed and acted upon

6. Goal of
Strategy
Compete with a
sustainable
advantage of
differentiation
over our
competitors

7. Mission
Vision
Strategy
Sustainable
Success

8. Vision
Guiding Philosophy

9. Who and Why
• Values
• Essential & enduring even if a
competitive disadvantage
• Core Purpose
• Our reason for being

10. Mission
Where we want to go with a
mix of concrete reality
with hopes and aspirations
Translation of vision from image to
words

11. MPES Values
1. Take Ownership – “Own It”
2. Evolve – “Push It”
3. Deliver Excellence – Elevate it
4. Collaborate – Share it

12. MPES Purpose
Giving horse people peace of
mind about their horse’s health
care through excellent
customer service and
education

13. MPES Mission
To become a globally
recognized equine veterinary
business through leadership
in patient, client and
employee care

14. Value
Proposition
Goals
Core
Activities
Service
Market
Focus
Strategy

15. Goals
• Dominate Markets
• Lowest Cost
• High Growth

16. Product Market Focus
• Groceries and general merchandise
• Value oriented customer

17. Value Proposition
At Walmart, we serve value-
conscious customers that
come from all walks of life
and all income levels.

18. Core Activities
• Integrated logistics
• Intensely managed

19. Value
Proposition
Goals
Core
Activities
Strategy
Service
Market
Focus

20. Environmental Review
Bargaining
Power of
Suppliers
Bargaining
Power of Buyers
Threat of Potential Entrants
Threat of Potential Substitutes

21. Past Environment
• Racehorse generated much of our profit to
drive growth.
• Horse business was growing
• Less price sensitivity since pricing knowledge
was less obvious
• Focus on ‘A’ horses
• Competition was older and less tech savvy
• Less Internet influence

22. Future Environment
• Declining racehorse industry
• Horse industry contracting over time
• Canada will have slower economic
growth in next 5-10 years
• USA, Asia and eventually South
America will have robust economic
growth
• Competition should even out and
even decrease

23. Goals
5% Growth?
Develop dentistry
New associate
Cut costs

24. Clients
Value
Proposition

25. A strong and direct value
proposition for a well defined
customer segment is essential
for business success

27. Customers
• How many segments?
• What do they value?
• What don’t they value?
• Poor customer choices?
• Missing services?

28. Sarah Busy, 35-55, Lawyer
Sporthorse Owner/Trainer Profile
Demographics
• Married, one child
• Hunter/Jumper focus but follows dressage
too
• 2 horses
• Boards; works with trainer
• $175k income
• Horses are a hobby but competitive
Challenges/Needs
• Information overload for veterinary care –
what do I need to do for my horse, really?
• Finding time to spend with horse
• Keeping up with the Jones’ – trends
constantly changing
• Standing out in the show ring
Buying Behavior
• Very active digitally
• Uses mobile/tablet almost exclusively
• Linked In and Facebook active
• Relies on trainer and what competitors are
doing – what is winning
• Shares information with friends if happy
AND more so, if unhappy
• Follows the circuit locally and in California
• Makes decisions quickly, wanting to know
cost but cost is secondary.
Other Hobbies/Information
Consumption
• Likes to be on boat when not showing or
hanging with friends
• Interested in the latest trends – clothing,
tack, styles, trainers
• Regularly reads “The Horse” and
“Chronicle of the Horse”
• Active in local and national HJ Assoc.
• Follows “xxxx” blog and regularly checks
“xxxx” website
• Daughter is active in horses and following
in Mom’s footsteps
How can we help?
“I want someone who will work with me and more importantly, my trainer, to keep my horse healthy and in shape to win. I need
someone who will be on time and efficient because I don’t have time to waste. I want what is best for my horse, always. He is my
baby.”
Sarah is passionate about her horses, is competitive and always wants the best for her and for her horses. She doesn’t like to cut corners.
She struggles to find as much time as she wants for her passion so wasted time is frustrating to her. Downtime for her horse is beyond
hard and she depends on her trainer to give her the best advice and keep her horse sound, healthy and winning. She wants to be
rewarded for her good work.

29. Why Profile
• Content that will resonate
• Smarter spending
• Loyalty
• Ambassadorship
• Make strategic business and
marketing decisions

30. Client Value
UPSTREAM DOWNSTREAM
VALUE

31. Client Value
UPSTREAM DOWNSTREAM
VALUE

32. Client Value
UPSTREAM DOWNSTREAM
VALUE

33. Service Market Focus
• Lameness
• Preventative medical care
• Dentistry
• MRI
• Emergency care
• Horse show care

34. Value Proposition
• Solves a need or a want
• money, time, functionality,
performance, education
• Reduces a pain point
• Money, convenience

35. Value Proposition
One sentence to describe why a
customer uses your business

37. VP Mistakes
• Describing features rather then value
• Imposing your own opinion
• Not understanding what customer sees
and acknowledges
• Providing value to a Customer Segment
that doesn’t exist
• It’s “nice to have”
• It’s just a feature of someone else’s
product

38. Value Proposition
Courteous & personal equine
veterinary care, education and
services for horse people who
value their horse’s health.
Supportive environment for
referring vets

39. Core Activities
• Software
• Availability
• Specializations
• Customer Service
• Staff training

40. Mission
Vision
Strategy
Sustainable
Success

41. What do our
Clients Value?

42. Keep In Touch
mpownall@oculusinsights.com
www.oculusinsights.net
www.slideshare.net/mpownall