To build better organizations, we focus on planning and customers

Where we begin


Much of what we do for clients is based on
two fundamental processes:

Gap Strategic Planning


For this process, we use our
Fast Track Strategic Planning SystemTM


Strategic Planning Model

Vision - We work with clients to develop a shared vision of the idealized organization in the future.  If the organization is the best it can be, the best of class, what would it look like and do?  The following are typically identified:


  • Target customers and key stakeholders
  • Primary basis for competition
  • Major customer expectations
  • Major products/ services
  • Strategic assets and strengths
  • Opportunities


In this step, development of a mission or purpose statement and a statement of organizational values may facilitate creation of a shared vision.

Gaps - We help clients identify the current status and direction of the organization, relative to the vision.  What are the big gaps between reality and the vision?  These are typically identified:


  • Key competitors
  • Major weaknesses
  • Threats
  • Resource needs
  • Strategic liabilities


Strategies - We work clients to develop strategies that will close the gaps.  These are measurable, major activities.  What are the big steps we can take to move the organization toward the vision?  What commitments must we make to achieve the vision?  Then the following are identified:


  • Action steps and timelines for each strategy
  • Who is responsible for achieving each strategy
  • What will be measured to track strategy achievement
  • The time for a planning reassessment







Customer Creation

We focus on revenue generation and building value
using our Customer Creation ProcessTM


Plans and actions to create and retain customers start with development of:


A compelling customer value proposition, which is the value you promise to deliver and what the customer expects to experience.  The value proposition addresses:


  • Markets targeted
  • Needs/challenges/problems faced
  • Products/services that respond
  • Value of benefits and competencies
  • Your difference from alternatives
  • Proof


A clear positioning, how target clients perceive you relative to how they perceive competitors in your category.  The positioning is developed by:


  • Identifying direct competitors
  • Identifying their claims/basis for competing
  • Identifying your claims/basis for competing
  • Finding differentiation
  • Developing a brand positioning statement and key messages


A strong brand, which is the personality that identifies your service/firm (name, term, sign, symbol, design, etc.) and how it relates to key constituencies.  The brand is developed by:


  • Basing it on value proposition and position
  • Designing visual communications aspects
  • Identifying brand touch points
  • Building brand meaning, communicating it and leveraging it to grow brand profitability and value


Office 135 Dewey Drive, Annapolis, MD 21401 USA

Phone 630-909-9360, Cell 630-730-9619

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© Forrest Consulting, 2011-2017