Don’t you wish you could pull a picture of your business vision right out of your head and put it on paper for the whole company to see? Good news! You can!
Your company’s Vision/Traction Organizer™ (V/TO) is an essential part of the Entrepreneurial Operating System® (EOS) because it helps everyone on your team share the same vision. It uses a set of key questions to help you outline and fill in the details.
Let’s take a look at how the V/TO works and how your company can put it to good use. In particular, we’ll focus on completing the marketing strategy section, which is the foundation for an effective small business marketing plan.
What is EOS® and What is the V/TO™?
The EOS® system is a powerful way of aligning everyone in an organization along a shared path. The EOS model is well-known for the concept of EOS Traction®, which describes having the daily focus, discipline, and accountability it takes for a team to scale up and succeed.
Each company’s V/TO™ contains the eight elements of its vision that guide it toward success. In other words, if EOS gets everyone aboard the same boat, the V/TO helps them all start rowing in the same direction.
The 8 Key Elements of the Vision/Traction Organizer™:
- Core Values
- Core Focus™
- 10-year Target™
- Marketing Strategy
- 3-year Picture™
- 1-year Plan
- Rocks (Priorities)
- Issues (Challenges to Overcome)
The V/TO is often considered the most important EOS document because it helps everyone navigate choppy waters by showing a clear view of what’s coming up ahead. It not only says, “We can do this!” but also, “Here’s how we’re going to get there.”
The Marketing Strategy Section of Your V/TO™
Now let’s focus on item number four above, the EOS Marketing Strategy section. This is a fundamental part of small business management and is the basis of how you sell your product or service. Developing your V/TO marketing strategy uses a four-step approach.
The Four Steps of the V/TO™ Marketing Strategy:
- Identify your target market.
- Define your most attractive message.
- Capture your proven process.
- Come up with a guarantee that solves a big problem.
Step 1: Identify the Target Market
The first step, identifying your target market, involves building your ideal list of customers, which the EOS process often calls “The List.” It’s a good idea to work with an experienced small business marketing expert to precisely identify your target market and ensure your results are accurate.
Step 2: Define the Most Attractive Message
Next, you’ll define the most attractive message you can possibly share with your target market. The EOS business model calls this your 3 Uniques™. What makes your company uniquely capable of addressing the target market’s needs?
Step 3: Capture your Proven Process
Next, it’s time to capture your process. This means establishing a clear, formalized process you’ll use to reliably provide your product/service to each and every customer. This is the basis of superb customer service!
Step 4: Create your Guarantee
Finally, create a guarantee that highlights a widespread problem in your industry and solves it for your customers. This is your opportunity to strut your stuff as an innovator, make a guarantee your clients can trust, and set yourself apart from the competition.
Need Help Strategizing? No Problem!
The steps listed above capture the essential EOS components you’ll encounter during your V/TO journey. But if you’re getting stuck at completing all of the steps, that’s okay!
Lots of companies find it challenging to develop their marketing plans in addition to creating the overall V/TO document and following the EOS process. That’s exactly why 11outof11 is here, fully qualified to help you with your EOS business strategy.
To learn more about completing the marketing strategy section of your V/TO, connect with 11outof11 and request a complimentary call with a small business marketing expert.