Thinking Day- Girona
The following paragraphs are a summary of the content and ideas discussed over the the weekend retreat, in Girona;
It is important that we, as a company, find our niche. What do we specialize in? What are we the best at doing and why should clients use us over other companies?
Making money should never be our sole goal. Our purpose is greater. Our purpose is to make our clients happy and successful! Becoming humanistic is the way to survive! Today, clients expect companies to go above and beyond for them. We must provide services/products that are convenient and easy for our clients. We have to tend to their needs.
In conclusion, we need to have the customer on our side, focus on him. For this, it is important to know our customer.
Meridiana Changes: farming, not hunting customers.
We have to influence the market. Our relationships with our customers should be good enough that they are happy to refer us to other clients.
It is key to know our customers’ needs/wants and how we can offer our help.
We create our brand but the market influences it. We have to constantly adapt to what the market needs. Customers are our fans and our best ambassadors because they have the power to convince the market indirectly (referrals, videos, web) when they talk about us and our product (success experiences as storytelling, testimonials, etc.).
Google is a great tool to learn and understand the market.
Be open to new ideas (think, study, test them!) and always look for new ways to tackle problems (lay people or kids).
Work on a world with big offer, globalization and initiative, pluralism, ideas and freedom.
Web: Update it.
Try the new ideas and projects as much as we can with small targets or groups before making the decision.
Stabling a calendar of test to check up the ideas and analyze the results giving up what doesn’t work
The following paragraphs are the thoughts and feedback of professionals that attended the trip;
I really believe “ideas are a dime half a dozen”. Ideas are necessary but to have them is not enough. The key element is implementation and to choose or try the ones that make more sense to a particular context.
For instance (just as an example). We could find interesting or inspiring Google initiative to let their engineers to spend 20% of their time in their own projects (remember, always approved by bosses). But Meridiana is not Google (not yet). They have much more people, money and a myriad of different business units were used to implement the results of these personal projects. So maybe is not realistic or efficient to translate this idea to Esteve or Pau choosing what to do 20% of their time. Instead, why not to let a trainee, once instructed about what is Meridiana, its assets and operations, to decide the kind of project or research he could be working for a month or two during his/her training period?
Assign a project to each of your collaborators keeping in mind their abilities and backgrounds.
* The Project Manager who needs to dig deeper in the topic of the niche market or what Meridiana is good at needs to know your product that you are selling.
* Another project would be the database. You can check if your database is useful and how it worked until now. What kind of data do you save? Only name, address and clustering. Clustering can be high potential, low potential, active client a.s.o. Do you include information of your clients offer or search stocks and information about the last action taken and how this action worked in order to understand their needs? By this you get to know your clients.
* Goals related to Marketing and the Webpage should be carried out by the respective experts. (Getting testimonials of clients and post them on the webpage or try to appear in the webpages of your clients like “member of”…).
* If you are thinking of a Video, first of all you must have a clear idea what is your product and what you are worth to the clients. If you have clarified this in one or two sentences, you can start and create a script and tell a story around that.
* Elaboration of a landing protocol: What is the aim? To help a quicker integration of the trainees or give them a general idea how a company or Meridana works. Again, this should be planned by a person who knows which departments exist in your company and how much time can spend each responsible with the new guys. By the way, an organizational diagram always helps.
Following our brainstorming on Saturday and the received comments I may add the following:
– I understand that major income is currently coming from your trade fair engagements as well as from Monterey Rentals. Though, due to recovery of the market income is likely to diminish or even fade out for the latter
– Trade fair contracts are renewed on a yearly basis
– To survive the crisis diversification of income has been proven to be key
– Meridiana values being humanistic, focusing on the pure value for the customers…have to be continued and further promoted.
In order to continue these positive developments I may recall following ideas:
– Further diversify portfolio of Real Estate trade fairs to reduce dependence on Mipim (e.g. shopping centers fair in Milano, etc)
– Improve profile of Meridiana as reliable partner & innovative agent for being successful on Real Estate Trade Fairs
– Junior program to win (Catalonian) startups like Taylor4Less as customers
– ‘Going green’ program to promote sustainable & energy efficient residential & commercial properties in Spain
– Target to attract social impact driven investors / family offices who look for alternative investment opportunities in a Global Real Estate market which is mainly dominated by high profit orientated & ruthless finance investors
– Offer special meet & greet events / pool of contacts during trade fairs to provide your Spanish customers max. Value / Return on Investment
– Offer discounts / reward program for customers who sign up regularly
– Offer workshop/special preparation day (incl. nice food&drinks) before Mipim & Co to perfectly prepare your customers and to make the attendance of the trade fair a ‘lets go & be successful together’ event
The general goal should be to become a partner of choice for your customers, both innovative and efficient, contributing to developing a real added value for the costumers and the employees / partner by creating a profoundly humanistic company in which and with whom it is fulfilling to work.
(1) Providing quality services (product and service portfolio) for your customers and aiming for a high performance in all the services of support you offer.
(2) Innovating continuously so that this performance is sustained long term (we talked about the product / customer lifecycle).
(3) Ensuring your actions positively contribute to developing an added value within your clients’ businesses.
(4) To be a real partner for your customers: working WITH them and searching for adequate solutions together.
(5) Establishing a real relationship of trust / honesty with your customers, who are confident that you will deal with challenges that have yet to arise.
(6) Using initiative and innovating proactively to help your customers.
(7) Involving your customers in your business / processes / solutions.
To achieve this, it seems to be necessary to be …
(1) Being recognized as a leader / partner / niche / brand concerning the quality of your services, your teams and customer satisfaction.
(2) Being a humanistic, responsible company where team spirit prevails.
(3) Your mission and responsibility as a company go beyond a simply economic role
(4) This means driven by your values and the aim of your company to conduct your activity according to your principles e.g. solidarity and team-spirit, human ethics, work/life balance and responsible long term development.