The Balanced Scorecard
The Balanced Scorecard is a process to align business activities with our vision and strategy. It’s a very practical way of ensuring that the way we run our business leads to the results we want.
I use The Balanced Scorecard as way of bringing what we’ve discussed so far into a workable plan that we’re able to execute.
Start by writing down your vision for the business and what you want to achieve for yourself.
Then write down under the 4 headings (listed below) what you need to do to move towards your vision and achieve what you want for yourself: For each, write down some objectives, measures, targets and key initiatives.
- Financial. What are your financial expectations? As a minimum, include revenue, costs, profit, cash flow and borrowings. Cash flow is key, and I’ve included further details in the next section.
- Customers. What drives our marketplace? How are our customers changing? What is influencing them and how are they changing? What is the likely lifetime value of our ideal customers? How do we attract and convert potential customers? How do we measure customer satisfaction? How do you maximise customer retention?
- Processes. What are the key processes we need to develop and maintain and build our business? How are we going to build and maintain them?
- People. What do we need to do to ensure that we ourselves and our people are getting accurate feedback on what we’re doing, learning what we need for the future and keeping us healthy and resilient?
When you’ve written them out, produce a one-page summary as a reminder as to what’s important to the business.
As part of the balanced scorecard, here are some of the most useful, but difficult questions clients answer. It may be useful to get someone to help you think them through:
Under customers the key issue are:
What is our brand?
What is our customer proposition?
Which customers do we want to work with?
How do we reach them?
How are we better than our competitors?
Under financial the key issue is often cash flow, and a key component of that is knowing how much to charge.
Next we look at ‘Your Customer Proposition’.
NLP Going Solo 1: Start with the end in mind
NLP Going Solo 2: Balanced Scorecard
NLP Going Solo 3: Customer Proposition
NLP Going Solo 4: Your Brand
NLP Going Solo 5: Choosing Customers
NLP Going Solo 6: Reaching Customers
NLP Going Solo 7: Cash Flow
NLP Going Solo 8: Summary