Digital transformation in sales for marketing

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how to transform your small business in the area of marketing sales and customer experiences many of our score clients are familiar with this page this is the business model canvas we give workshops and will likely give webinars right now during this crisis about the business model canvas it is basically a business plan on one page your company functions are divided down into nine blocks nine boxes the business model canvas provides questions surrounding each of those boxes or functions if you answer all these questions you have a business plan a concise business learn about your entire operation here what we're gonna do is discuss four boxes specifically in the areas of marketing sales and customer relationships where we will talk about the value propositions that you offer and here we talk about the marketing mix the four PS of marketing the two that are involved in a value proposition our number one product number two price and then the last two piece of the marketing mix our place and promotion which fall under the channels box then we will talk about your sales and customer experiences how you digitalize that and then lastly we will look at how to digitalize your target segments so with that we will be able to cover pretty much all the marketing sales and customer relationship functions now these target markets that you're going after those segments they actually consume your product with the different senses that us humans have all these senses play very important roles in how you could digitize your product what's important to note here is that the two senses that currently today we have a full capability of digitizing are the sight and the hearing senses so with the sight the optical wavelength that come into our eyes we could convert that with the use of a for instance into an electrical signal we could digitize that signal into bits and bytes store it and redisplay it through monitors same thing with audio waves we could do pretty much the same thing with our audio weights so as far as sight and hearing senses are concerned if your clients are consuming your products through these senses you're in a very good place to be able to digitize your product and serve it through cyberspace or online the other three senses are a little more complicated actually there's a lot more complicated but there's a lot of research that's taking place right now in order to help us to digitize these senses what's important to note here is that many of the products that are sold utilize most of these senses so let's get started with the product that's the first P in the marketing mix that's the good or service that your company sells we divided it down here into two different parts one the products that are fully digitally capable so it's digital products and services such as audio music video art books information software finance industry insurance education those all these products and services mainly involve the sight and the hearing senses and they could be fully digitized however there are other products there are physical products or services such as healthcare travel hospitality construction retail hardware food Apparel's household these kind of products are heavily dependent on the other senses such as taste smell and your senses which are hard to digitalize and in these cases what are you supposed to do if you want to digitally transform your products and your company well the way you digital eyes these days is pretty straightforward actually what you need to do is to separate the audiovisual components and the informational components about your products from the other senses so for instance if you could capture images capture the sounds captured videos and then create descriptions specs certificates features benefits about your product create frequently asked questions with their answers obviously the success stories testimonials reviews case studies if you could create all that content and digitize it and store it online that will give the ability for your target markets to consume at least the audio-visual and informational part about your products online now how would you deal with the other senses well your target market will have at this point to use their imagination so through your description and the specs and certifications you could kind of give them an idea of what to expect in terms of what your products gonna feel like what it's gonna smell like what's gonna taste like that's typically what you have to do if you're selling a tangible product is provide a lot of that information online and if you are an Amazon client for instance they do a very good job at providing all that information on their platform so you go to purchase a product from Amazon a tangible product you will see a lot of that information you'll see pictures you will read reviews you will see the specs you may see additional features and benefits about this product so they get you to the point as close as possible to understand what that product is online without actually having that product before you get to push that Buy button and then once you purchase it they'll ship it to you within a matter of a day or two you'll have that product you could actually touch it see it smell it and if you don't want it you could also return it so they bridge that gap for the other senses by providing you all that information online now there's another key element to the success of your products online and that is unless your product has a pre strong brand a brand recognition or do you have a lock on a digital marketing channel there is a key element that you really have to have to succeed with your products online and that element is what makes your product unique so we strongly amen to all of our score clients to think hard about what their unique selling proposition or USP is if you don't know what that unique selling proposition is or if you cannot articulate it then it's gonna be very hard for you to be found online and the reason why that is because there is tremendous amount of information online and you simply be buried with a white noise that's out there so for you to be able to show up on that first page of a search engine result you have to successfully search engine optimize your content and the best way to succeed is to have something that is unique that will differentiate you from all the other products that are out there so that you could emphasize that uniqueness and people will find it on a search engine when they search for that unique product even if you're doing advertising campaigns through pay-per-click Google's pay-per-click or for instance Facebook Ads you still need to have that unique selling proposition in order to have an effective campaign that's going to return positive returns on your investment okay so that is the product the second P in the marketing mix is the price price is what the consumer pays and price obviously is a number so it's easy to digitize however there are different elements that you need to know about price that are important in the digital economy for instance if you're selling a commodity nothing unique about your product the price is going to be driven mainly by supply and demand and if you are a small business it's going to be very hard for you to compete against the larger businesses which have the scale working for them as I go as opposed to against them so that's why it's very important for a small business whatever they sell that they have a unique selling proposition and when you do then what you have to figure out is what is that unique value that you're offering and what would that value is worth in dollars compared to the competing products that are out there in the industry oh so that's one element another element is figuring out how to create a tiered price approaches product or service that could be based on either volume on bundling different products or service together or adding more options as you increase the price for instance on your service or product offering for instance if you look at the zoom offering the zoom webinars right they have the freemium version which everybody can use for free you could use zoom for up to 45 minutes if you like without having to pay a penny and then they have the upgraded version which will enable you to have more than two people for instance join you in that meeting and then you have the enterprise version so on and so forth so the more options you've purchased the higher the price becomes if you look at Amazon for instance sometimes they help you or they recommend that you bundle certain products and you save some money by bundling and obviously when you buy higher volumes sometimes you get volume discounts so these are the strategies you have to consider when you're selling online with regards to your price another element you have to think about is the shipping element many of us who are Amazon shoppers with Amazon Prime have been spoiled to receive product with zero shipping costs that get to our door within a matter of a day or two and also if you want to return these products we don't have to pay for the return shipping this is an element that you have to think about with regard to your price you either have to factor in the shipping and return shipping pricing in in factoring into the pricing of your product or it's gonna have to be tagged on top but that's an element that you have to think about in terms of what you're what you're selling what your competition is selling what's out there and make a decision regarding that factor here lastly you want to minimize the friction that prospective client will have to purchase your product online by offering as many payment options as possible to that prospective buyer so you would see on most websites major credit cards are usually accepted they would accept paypal Apple pay may be an option for iPhones or mobile devices and Square may be another option there are many options but the more options that you offer the less friction will be for the purchaser to purchase your product online so that's the price P now we move on to the channels and that's the third P in the marketing mix is place place is a location where the product or your service is marketed and sold and traditionally and many of you have your physical locations your stores that's the brick-and-mortar location that's traditionally what's been available out there what we're telling our score clients is think in terms of what else you could offer in order to hedge your risk in the case of the pandemic like the one we're experiencing right now or potentially the reoccurrence of potentially another wave of the buyers that may come in that may require further or longer term closures and the way you hedge it is by thinking in terms of creating additional locations or channels and that's the digital or virtual channels and we have multiple options digitally you can sell your product through your website you could sell them through social media you could use simple as a phone or text and those are digital means where you could present your products your target customers and sell your products but that email is a good effective and efficient way of promoting and selling your products or if you don't want to invest in all these marketing tools where you could do is pay somebody to do it for you so you could have your products being sold on online resellers such as Amazon eBay Etsy and there are many others as well so think about hedging your bets if you're just right now operating out of a physical location and you feel like you're struggling and you need other options the digital realm may be an option for you as well what how do you do that how do you sell your product digitally well what you need to do is create a digital marketing engine and you create a digital marketing engine by first identifying and deciding on which channels you're gonna promote and sell your products through and here we have a webinar workshop actually that we give at score that talks about all these digital channels in great detail on how to leverage each one of them such as for instance online searches which is also called organic search or direct traffic that people come to you directly either to your social media pages or your website by entering in your URL domain name referral here refers to citations and links that are coming from other websites to your websites social are the social media platforms are available such as Facebook LinkedIn and Twitter Email these are the email blasts that go out like the newsletters that we send out for you to be able to know about our workshops and webinars and register that typically drives traffic straight to the website and creates conversions and business and then obviously paid searches those are the paid ads that we could purchase either through pay-per-click or Google my business or Facebook ads or LinkedIn ads or Twitter and there are a lot of options available out there in cyberspace for you to be able to promote and advertise your products so first you have to decide on the channels and all these channels basically their role is to create traffic and directly to your website okay once the traffic is in your website you want to create a process that will convert that prod the traffic into leads by capturing the information about the your target clients and then nurture these leads so you could convert it into an actual sale or turn these leads into customers so you got to work on these processes so that traffic that comes to your website is actually capitalized on and then the last item that you have to think about and again here in a digital world what's really convenient is everything is in zeros and ones and bits and bytes and they could be stored they could be tracked they could be analyzed and based on all these metrics you could make some key decisions that could significantly impact your key performance indicators so it's very important here is that you plug into for instance the Google Analytics tools or search console or any other analytic tools so that you could make educated decisions as to which channels are creating the most revenue for you or they are the more profitable for you so you could scale these channels and in the digital world as I'll show you in a few minutes there's tremendous opportunity for scale the last P of the marketing mix is promotions and that's advertising and you could do that through all these digital channels that we talked about but traditionally people have been using the for instance snail mail approached advertising on TVs which by the way now has turned digital and you could do that on YouTube right now if you like as well radio radio has turned digital you could advertise digitally as well print media billboards some of them are turning digital with the high luminance LCD screens that is here and on the road trade shows trade shows are turning ito with virtual trade shows same thing with flea markets and word-of-mouth which is always extremely important but a lot of that word-of-mouth is actually now moving online on social media and such platforms the more modern the channels for promoting your product are the cyberspace channels and as a matter of fact as of last year the total spending in promoting product and spice cyberspace has exceeded the spending of the more traditional ways of doing promotions in the past so everybody has waken up to the benefits of promoting products online and if you're not taking advantage of these benefits then you're falling behind everybody else possibly your competition what are some of these options there's a whole slew of them I'm listing here a few of them websites email social media Google do this online media virtual trade shows webinars I mean the list goes on and on there's tremendous opportunities in cyberspace for you to be able to promote your product now what is important and what is essential for you to be able to do that promotion online and we think that you need to have digital foundation and that digital foundation cannot happen without having a functional 2.0 website and what I mean by a 2.0 website traditionally website used to be just a one-way street one-way communication between the vendor and the customer so the vendor pretty much communicates to the customer all the customer needed to hear and that was about it with a 2.0 website that communication became two-way so now the customer could connect back with the vendor and provide more information and more details and potentially more input on their experience in order to get a functional 2.0 website our recommendation is that you use a content management system such as WordPress for instance which is very popular with small businesses and rely on some of the modern themes and some of the newer plugins those are the apps that you could plug in into your WordPress site that will make it a lot more powerful what you want to do is maintain your image and your brand with your website as with your brick-and-mortar locations but also what you want to do is you want to use a platform that facilitates the display of your content on all devices particularly mobile because a lot of people are now accessing all that information through their mobile devices and tablets as well as their top desktops obviously another very important element is search engine optimization we have a digital marketing workshop again that specifically talks about search engine optimization how you do it on your website also what you want to do is instill trust in your content and that's that's the most important element because without trust people are not going to buy from you so you need to be able to provide on your website your social media sites that's the morning old success stories survey results reviews are very important many other items the more you could establish out there that will help your target market gain trust about you your operation your product your service the better off you are digitally because there is no more that physical face-to-face contact that you see in a brick-and-mortar activity very importantly you want to create flows in your website that will lead the traffic from wherever they land on your landing pages to the forms that will convert them to leads and that's what we call lead magnet so your forms should not simply say you know subscribe here to get my newsletter people are just not interested in getting another email you should have you should have some really important information for them to want to give you their email address or maybe a freebie that you can offer that they'd be willing to give you their name email address maybe their telephone number as well in order to receive it and then last item obviously is to measure and track everything just like what we discussed metrics are extremely important because they impact your key performance indicators and they will help you figure out what you need to do one note I want to make here is that your web presence cost is a lot lower than brick-and-mortar costs so do not skimp on building a functional and effective website it's still going to be a lot cheaper than leasing a store hoping another open another location for you I know there are a lot of tools out there that can help you create your website for free but there are a lot of limitations for these tools it does pay to have somebody build a functional website for you that knows what they're doing particularly if your inertia relies significantly now and in the future on these digital channels in addition to website you have to think about social media pretty much everybody is on social media today and many of us obviously are familiar with Facebook I mean it's the it's the largest platform for social media available out there with their own company's Instagram and messenger they garner about 75% of the social media ad market the the total users in United States exceed one hundred and nineteen million so it's the majority of the people in United States are on Facebook the advertising that takes place on Facebook is typically business-to-consumer but you see also business the business some of the advertising that we did to draw audience today we did on social media we did on Facebook we targeted small businesses so you could do targeting of businesses as well on Facebook and it's pretty inexpensive platform to advertise on if you could figure out exactly who your target market is now I will go over that in the next couple of slides another platform is LinkedIn it's a professional social media platform it has about 156 professionals million professionals in the United States on LinkedIn this is typically a business-to-business platform for advertising and for promoting your products and services the cost of advertising on LinkedIn are much more expensive around 10 times more than Facebook but the higher average sale that you typically get from a business justifies the return on investment and justifies the cost of the of the ad campaign another platform that's very popular is Twitter there's about 48 million people in the United States that are using it Twitter is more of a spontaneous real-time interaction with microblogs many of you are familiar with Twitter and they will also offer the ability to advertise your products and services there if your products are more visually driven with images or videos we recommend you take a close look at YouTube Instagram and Pinterest they're very effective for the visual component and what I would like to point out here are the numbers just the sheer volume of people that you could reach so if you're looking at scaling if you want to really reach to a lot more than the audience that maybe you have captured in your target market these are great platforms to advertise on because they will give you the ability to scale quite big so let's go through an example if we want to reach a certain target audience on social media and here what I'm going to do is define a target persona that a set score are interested in in order to potentially reach them and persuade them to volunteer become volunteer score mentors so that they can assist small businesses and have them learn from their experiences so the target market that we're gonna try to reach here is affluent women that currently owned a small business or are self-employed who are interested in volunteering to help entrepreneurs and small business owners in the Sarasota or manatee counties and Spanish fluency is a plus because we do have score clients that are spanish-speaking okay so if if this is the target market that our chapter and Minnesota here would like to reach we need to digitalize that description here in a social media platform and we're choosing here Facebook because of the sheer volume because it's kind of the 600-pound bueller bueller in the industry and when we target people in facebook we could also target people in instagram and messenger simultaneously so to build a profile of this target market first I have to define the demographics in Facebook and Facebook gives me a lot of options in the these demographics that you see coming up here such as age language gender location so on and so forth and they give you a tool where you could go in and you can start specifying you want people that live in a certain location here manatee in Sarasota with a 25 mile radius I'm going to target people in the age of 27 to 64 the gender is women only and the languages of interest are English and Spanish so that's great I've defined my basic demographic in basically just one screen in face book next what I want to do is define some of the behavior of this target market and again your Facebook gives me a lot of options my interests here is to go after the business the business so I want to go after small business owners because they bring in the expertise that we seek that could help our score clients and also what I'm gonna set up as a behavior is Hispanic us bilingual okay now these are the two behaviors that I have set here which is gonna limit the size of the audience that I'm gonna target now I'm going to set some interests which is going to expand a little bit on that target audience and again Facebook gives me a slew of features and interests that I could specify and if I go in and I start searching for interest specific to what would score mentor may need to have for instance people that have commented or liked Entrepreneur Magazine posts same thing for ink magazine those are typically related to small businesses people that have commented or liked female entrepreneur posts lean startup startup company entrepreneurship so I specify as much as I can in order to define that target market but I'm trying to go after here in addition to interests and I could set up some life events and there are many again that are available to me what I'm gonna do here is I'm gonna exclude people this is an exclusion I'm gonna exclude the people that are away from hometown so if they're traveling on business or vacation I don't want to bother them with my ads they'll see the ad after they come back if there are the store running also Facebook tells you the size of that target market when you when you select it so that's the worldwide number of people that are typically traveling away from their location next lifestyle and financials because we're seeking affluent people that could afford to volunteer a significant amount of their time I'm gonna choose the household income of 25 percent or higher so that defines the zip codes of which I'm gonna be able to target okay having done that Facebook will create what I call is a digital target market for me here the definitions that I just entered are created here and also what it does is tells me the size of my target audience in this case out of the seven or eight hundred thousand people that live in Manatee and Sarasota we're gonna be targeting 53,000 ladies now if I wanted just to target Latinas because I'm limited limiting my target campaign to just acquiring people that speak the Spanish language all I have to do is modify here the Hispanic criteria to be a must also match so instead of an or it will be an end and therefore what that does is limits my campaign only to audience that is bilingual and Hispanic notice here that now my target audience is fewer than a thousand people okay going back to the initial female target now all I have to do is just come up with a post on Facebook it could be an article it could be a promotion it could be video put that post on Facebook set up a budget and start the campaigns as simply as that and all these 50,000 people will start being exposed to that post that I just posted now if you're not score obviously you're not score where are you gonna do on your side well what you're supposed to do is create a post that engages your users and kind of entice them to click on it visit your website and then convert these people to leads and the way you do that is if you tell them come to my website and get a 50% coupon if you have a retail store or a boutique this is a one-time purchase for instance where you get 50% discount what you've done is you've just acquired a lead from social media where you capture that information about that lead whether it is their name their email address telephone number and with that lead you could start creating a database of leads that you could nurture in the long term that's how you segment your target markets that's how you digitalize them and that's how you use promotion to drive traffic from social media to your website now once once you've captured that lead how do you digitalize the lead nurturing so it's not just enough to get a lead you wanna nurture that lead you want to grow it from potentially being a cold lead to becoming a customer and you do is you do that online with emails with texts with webinars with virtual trade shows all the different options that we mentioned earlier so you got the lead first thing you have to do is identify where that leads came from why is that important if you know where it comes from then you could start creating metrics and trying to add I to identify if the return on investment is worthwhile for a certain channel and pour more money in that channel if it is once you also get that lead you want to enter it in your client relationship management customer relationship management tool such as Salesforce or dynamics or HubSpot the reason why you want to put it there is because you don't want any of those leads to fall through the cracks and forget about them by putting it in that database you will forever have that information and then you can track that information and you could keep notes about all the dynamics that happens around that lead that you just received additionally what I highly recommend is that you try to collect as much information about that lead as you can whether it is the full name their email address their gender their home address telephone number any interest that you could get you'll be surprised how much information you could get about individual by doing a search on them in Google or LinkedIn why is it important that you get all that information because the more information you have the better you are segmenting those leads into the personas that you want to target and how do you target those personas you want to target each persona with a customized email template specific for that persona and potentially also customize call to action by making your emails specific to each persona you're creating a lot more value to that persona with your emails so be more interested in reading and following you by email also what you want to do is build nurturing campaigns and workflows that's what we call drip campaigns so when somebody becomes a lead you want to first notify them for instance that you're working you're welcoming them as a lead maybe a few days later you send them out a reminder to make sure that they did use for instance that 50% coupon that they downloaded a few days later maybe you may want to invite them to an event that you're having a few days later you may want to offer them another promotion that's what a nurturing workflow campaign is where every every certain period of time they will get exposed to some kind of promotion some kind of a value that you're trying to offer them so that you stay in their site as you know out of sight out of mind you want to stay in their site so that they know about you and then they purchase from you when there isn't me also you want to maintain a marketing calendar with all the important events we just observe Memorial Day maybe there is a certain promotion that you don't Nouriel their father's Day is coming up soon you got obviously the important ones in the digital space are Black Friday and Cyber Monday so my um my one you may want to do specialized campaigns based on the the calendar that you have you do want to touch leads periodically but you don't want to touch them too often to annoy them and sometimes when you annoy them what that does is they opt out and you have to honor these updates when they happen the way you avoid or minimize these opt outs is by always offering value with your email always offer value so gauge the sending of your email based on the value that you're gonna be providing those people without you know one thing to note is that once you set up your lead nurturing workflows they're up there and they're running 24/7 and they cost you virtually nothing I mean it's just automated process that will work for you whether you're open or shut down or continuously work free which is great all right so we've got the leads we've nurtured them we've got the leads to the point where they're warm enough so that they could potentially become clients if your product does require human interaction to close the business to get that lead to convert to a customer you may want to consider leveraging your existing sales force as an Inside Sales or potentially just move it completely inside or create inside cells to complement your outside sales force as well and what's important for inside sales is to have a pretty strong and streamlined and efficient sales process and you as the business owner have to create that process so that's basically the steps that a salesperson has to do to walk the lead to get it from being either cold or warm lead to becoming a customer that's the sales process you have to define that very well and you have to define in that process all the tools that are needed in order to accomplish this process so are you gonna need a computer are you gonna need a smartphone email account where you gonna lead me the customer relationship management tool all the tools that are needed you're gonna have to make sure that they are supplied to your sales guys and you have to train on how to use it use them and how to apply that process now you want to monitor your sales pipeline constantly in the crm tool that's the customer relationship management tool and when you monitor that pipeline you don't want to just monitor the total results you want to monitor individual salespeople results so that you could identify the people that may need a little more motivation or support or encouragement and this way you could tell who your underachievers and overachievers are and compensate them properly if you have a robust in house or inside sales process it could potentially completely replace your outside sales or complement now we all know also that the sale is not the end of the sales process there is customer experience involved and what you want to do particularly when you're working digitally is be diligent about making sure that you're building customer intimacy it's very easy to lose your audience online because of the lack of the physical face-to-face contact and the way you do that is with different tools one of them is online surveys and as you exit the this webinar you you will be prompted with a page in your browser that will ask you to complete a ten question survey this is done in Survey Monkey it is pretty easy to set up pretty easy to use pretty easy to complete and you have a wealth of information that you could get from your customers you could ask them to complete these surveys after the purchase for instance or on a periodic basis but what you want to do is keep your finger on the pulse of your customer and a survey is one way of doing that another great way of doing that is having them post reviews for you either on Google my business Facebook or Yelp and you want to monitor these reviews and you want to respond to them to show that you are actively interested in making sure that they are satisfied with the service and the product that you are offering and this is also important to do on social media you will see a lot of social media platforms giving the ability giving the users the ability to post reviews but you could also monitor different metrics you could find out how many followers how many likes you have how many times will share your post that's an indication of how engaged your users are if you have a newsletter your newsletter subscribers number and the opt-out and the click throughs will give you an indication of how engaged your users are use these metrics again to keep your finger on the pulse of your customer and then online conferencing make sure that you use it when needed zoom is almost free there are many other tools like WebEx and GoToMeeting that you could use as well it's important once in a while they have a face-to-face if you can't have it physically with your customer at least try to have it virtually the idea here is that you want to maximize the social proof because clients online right now want to make sure that you are proving your ability that you are satisfying your client base and many of us go through to see what kind of reviews people are posting about your business what are people saying on social media about you and your business so it's very important that you have a pretty solid image in terms of your social proof online there are many benefits to digital transformation we hit here on the marketing and sales aspects of it but I think in in a covert 19 time it facilitates the remote operations okay so you could basically keep your business operational even though you cannot be at your physical location your store it does create barriers to entry particularly if your competition is not yet digitally transformed it does improve work efficiency and it does that by eliminating routine work and automating a lot of the processes it prolongs your company's lifespan because it does give you different channels in which you can operate and sell your product and the bottom line is that your profitability is gonna increase over time and there are many benefits to increase profitability some of them are listed here a note that I want to make that's very important is that you don't just want to think about the destructive force that covered 19 in order to force you to digitally transform your business this has been an evolutionary process for many businesses it's been going on for 20-plus years so think about the opportunities that digital transformation could bring to your business not just your in growth of 19 but beyond covert 90 for those of you who think that small businesses are at a disadvantage to larger businesses while performing a digital transformation Mackenzie who did this analysis in 2018 run another analysis and they found out that actually smaller businesses are 2.7 times more likely to succeed with their digital transformation then companies will have 50,000 or more employees and the main reason is because of the size and the agility of the company it's a lot easier for a smaller company to make changes and adapt and transform but it is for the larger company now if you look at this study that took place in 2015 also by McKinsey which is still valid today if you look at it it makes it may look a little complicated but in reality it is it the green the green shades indicate a strong digital transformation the red shades indicate lack of digital transformation anything in between is kind of the gray area in between and what I'd like to draw your attention to here on the left are the industry sectors and as you could see the top industry sectors listed here information communication technology media professional services finance and insurance wholesale those industries are highly transformed they are very much into the digital transformation they're already transformed and it is no secret that those industries have survived covered 19 pretty well and the reason why that is the case because they could operate remotely they did not need to be in physical location so the social distancing that I was imposed on our society did not impact their business significantly however on the other hand if you look at this these sectors are on the lower end here you look at hospitality like restaurants and hotels you look at personal and local services like hairdressers and massage parlors and nail salons you look at entertainment like movie theaters recreation right Jim's not a place mini golf for instance I look at retail trade the boutique stores those businesses have suffered significantly during this pandemic because they were asked to shut down and another another way to look at it lack of their ability to operate in cyber space during this period severely impacted their ability to continue their business so this is something to walk away with that I hope you'll look at see what industries you fall in try to see how you match up compared to your competition they divide them down into three groups here assets those are your assets you could have digital as well as physical assets these are the processes that's your value chain and how you operate your business and this is your labor basically what's gonna take to operate those processes is is your labor automated or semi-automated or is it all manual these are the kind of things that you have to look at and look at the opportunities that McKenzie highlighted in all these different boxes here where they identify the opportunities where people can improve in sectors can improve their digital transformation so look at that as an opportunity for your business to look into in order to accelerate or move into the digital transformation Rob last slide and thank you for bearing with me the digital tools we're not going to leave you here with just theory there's a lot of tools that are available that help you perform that digital transformation these are very mature tools they've been used for many years some of them for 10 20 years even and they're they're proven to work we understand that you may not have the Bertie's to operate all these tools on your own call your score mentors ask them for guidance in terms of creating a strategy in your digital transformation if they can't help you they could pull in mentors that may be able to co mentor with you and we will also connect you with experts that are local here that could help you implement some of these solutions in your business in order to help your digital transform with that we have one more poll Jenny if you don't mind running that and then we'll open it up for