Strategic Planning in the Small Business

HO 2-4

(continued)

Unit 2

After rating each

factor, participants

should explain their

reasoning for

the particular rating

designation. The)

need not

discuss the

similarities in reasoning,

but should

discuss the dif­

ferences. For

example, it would

be necessary

to understand

why one

participant recognizes

suppliers as being a critical

threa

when no one

else even lists this

factor. Perhaps, this

person

knows something

no one else

does or perhaps,

they are off

base.

Table 1-3

Steps

in Environmental Brainstorming

Area of

Consideration

Explanation

• How often to meet?
  
  
  • Depends
  
  
  
  

largely on industry

• 
  

At least annually

• More

often for rapidly changing,

more dynamic industries

• Who should attend?
  
  
  • Top salespeople
  
  
  • Top
  
  
  
  

marketing people

• Top finance

people

• Those in

direct contact with

customers

• Those in direct

contact with

suppliers

• Board of

directors

• Pre-planning?
  
  
  • All participants bring
  
  
  
  

to the ses­

sion any

data relevant to their

areas of expertise

• Meeting

dynamics?

• Each participant

shares

information

• Participants prepare

and rate

ETOP's

• ETOP's and ratirg

ore shared

and

discussed

• Similarities

are noted

• Closure

on ETOP factors and

priorities

42

Part Ote The

Analysis Phase

185