Finding our reason why why are we improving our processes? This is the first thing we have to ask before we go into process change. What is the high level business objective we're trying to reach? by tying our project to high level business objectives, we ensure organizational buy in. So, business drivers, what is the business mission stage? We're going to be using the marketing department of a business.

So we're going to use that as our example in this course. But one of the things we need to understand is where is the business what is the business mission? What what stages of development is the business in because that will drive If the change and give it context, and also, we will get that buy in that we mentioned earlier because people understand that we're changing this process because it's linked to this business objective. And the business is in this stage of development, or this stage of its lifecycle. Therefore, this is tied to that. Let's define our business stage.

Are we in the business launch stage, we repositioning finding a new niche. This is a common stage that businesses go through, they will launch and then realize that there's a particular niche they seem to do well in and they'll reposition. Maybe they've found their niche but they want to increase market share. And now they want to increase the amount of the available market that they actually deliver their product or services to. They might be looking to increase profit. visibility.

So they might be looking at what they're doing and becoming more efficient reducing waste without increasing market share. So they might look very similar, but they're not. They might be in the replication or diversification stage of the business. They might be looking to create new offices in different locations, or new shops in different locations. There might be the exit strategy phase, it might be that you're an owner, for instance, you've built the business and you want to sell a business. Maybe your PLC, maybe part of your exit strategy is franchising the business out.

Before we do anything, we have to define where our business actually is. But that's why we would start here to create a high level business objective. Let's choose our business stage. In this instance, we're going to be looking at we want to increase market share. So once we go through this example, this is the thing we're focused on. We're increasing market share.

So typically, we would have a brainstorming session. We want to increase market share, what activity could we do? Well, we could innovate our products for competitive advantage, we could acquire competitors that would increase market share, and then overlay our brand on top of those and our systems and processes. Maybe we can improve our marketing reach and the focus of our marketing. Maybe we could create more upselling opportunity so we could upsell different products. Another thing we might do to increase market share is offer better employee benefits and attract better employees.

And this is a technique a lot of companies will Use, they will look to bring in the very best people. This is often used when it comes to improving the sales of a company, you would attract the competing company's sales staff by offering them better salaries and benefits. These are some of the things that we could do. We're going to choose our activity as improve our marketing reach or focus. So this is the thing we're going to focus on to increase our market share. In this example project, we could use a grid analysis for choosing this option.

We will be using a grid analysis later. So we'll show you how that works when we get to that stage.