The Value Gap Analysis Report bridge

The Value Gap Analysis Report bridge

The Value Gap Analysis Report is an important annual service for all business clients as it clearly identifies areas for improvement and helps with planning and goal setting for the year. It's a broad, entry-level advisory service that you can easily adopt across a large portion of your client base. The report should be provided as a low-cost add-on to the Annual Accounts Review Meeting, however the Value Gap Analysis Report bridge can be used to position the report as a standalone service.

The Value Gap Analysis Report is produced from the Value Gap Calculator and provides a detailed breakdown of the strategies you've recommended your client adopt, and the impact each change could have on their profit, cashflow, and business value. The Report generally takes less than six minutes to prepare, providing a great return on efforts while enabling you to spend more time delivering higher value services.

Important info
The Report shows clients the potential improvement opportunity of implementing 2-3 strategies. It does not provide the tactics for achieving the improvement; this should be positioned as an additional service, such as a Cashflow & Profit Improvement Meeting or Coaching Meeting.

To access the Value Gap Analysis Report, go to Navigation panel >   Bridges > Value Gap Analysis Report bridge.

Understanding the Value Gap Analysis Report process

The Value Gap Analysis Report is designed to uncover the 2-3 best improvement opportunities for the client's business and record the strategies to focus on. This positions the value of undertaking further services to identify key tactics to implement to achieve their potential.

The Value Gap Analysis Report can be delivered as a standalone service, as part of the Annual Accounts Review, or as a tool during any accountability meeting. Ideally, every business client should have a Value Gap Analysis Report prepared for them each year.
  1. The Process Guide outlines best practice to market, sell, and prepare the report, and use the Report as a steppingstone to other advisory services.
  2. The Video shows how to use the Value Gap Calculator and generate the Value Gap Analysis Report
Note
Ensure you review the Process Guide prior to using the content in the bridge.

Marketing the Value Gap Analysis Report

There are many ways to actively market the Value Gap Analysis Report, including:
  1. Positioning the Report as an essential service for all new clients during an Onboarding Meeting and existing clients during an Annual Accounts Review Meeting, Management Reporting, or Ongoing Coaching session.
  2. Launching the new service with our Launch Email and Personalised Launch Email templates.
  3. Sending out relevant educational marketing content to your database to position the importance of continuously improving their business and the value of the Value Gap Analysis Report to inform decision making.
    1. Go to Navigation Panel >   Marketing  > The Gap + BOMA  >  The Gap + BOMA Content Library Catalogue to check out our education marketing content ready for you to send via BOMA.
  4. Hosting a Gap Webinar or Seminar to generate interest in the report and your service offering, e.g. the Achieving Cashflow Freedom Webinar. This webinar specifically refences the Value Gap Calculator and Analysis Report as a service option.
Tip
The Onboarding Meeting is the best opportunity to establish the Value Gap Analysis Report as an essential recurring annual service.

The Value Gap Analysis Report Proposals

There's a proposal in the Selling folder for the standalone Value Gap Analysis Report. Only send a proposal after gaining conceptual agreement.
  1. If your client does not accept the proposal within 7 days, call them to follow up and reposition the value
There is a Value Gap Analysis Report proposal in the Annual Accounts Review bridge proposal to send to clients who have already paid for the Annual Accounts service and want to upgrade to include the report, or those who decide to buy the report during the Annual Accounts Review meeting. The Value Gap Analysis Report is also available as a service option in the Services Proposal in the Proactive Onboarding bridge.

For more information, see our Using proposals article.

Key content

Key content in the bridge includes:
  1. Internal Marketing Email: send to your entire team detailing the service, the value, and why you're introducing it.
  2. Service Launch Email: send to clients and prospective clients to announce the new service.
  3. Personalised Launch Email: personalise and send to clients who haven't responded to the launch email.
  4. Pre-work: gather the financial data required and identify areas the client would like to improve.
  5. Value Gap Calculator: input the client's data and pull different levers to show the improvement potential and generate the report.
  6. Value Gap Analysis Report Email: attach the client's report and email via the portal.
  7. Follow Up Sales Script: re-engage clients 60-90 days after sending the report if they didn't sign up for an additional service.
Tip
Use the existing 'dummy data' in the calculator to demonstrate the value of the calculator and report before activating a Value Gap Calculator Licence for the client.

Generating the Value Gap Analysis Report

As a standalone report

  1. If you don't already have the client's data, send the Value Gap Analysis Report Pre-work to gather the required information and identify areas for improvement. 
  2. Open the Value Gap Calculator and input the client's data.
  3. Use the calculator to identify the 2-3 strategies that will have the biggest impact on the client's business, and set realistic improvement targets.
  4. Click the Generate Report button then download the report.
  5. Record a Loom to explain the strategies and the impact they'll have as you go through the client's report.
  6. Email the Report and Loom video to the client.
  7. Follow up within 7 days to ensure the client received their report and discuss next steps for implementing tactics.
Tip
Use the 'clear improvements' feature in the vertical ellipsis to reset the changes made without losing the client's data.

Providing the Report during the Annual Accounts Review Meeting

The Value Gap Analysis Report should be a key output from the Annual Accounts Review Meeting, with all clients paying for the report as part of their annual fee. If a client hasn't opted in to receive the Report, you'll still use the calculator and position the value of the report at the end of the session as a record of the improvement potential.
  1. During meeting preparation, brainstorm areas for improvement using the client's pre-work and Annual Accounts. Determine the 2-3 best strategies to focus on and the adjustments you'll make and record in the Value Gap Brainstorming Notes. Clear the improvements from the calculator and save the scenario ready for the meeting.
  2. At the meeting, after reviewing the client's Annual Accounts, open the calculator scenario and demonstrate the identified changes. Explain the impact these strategies will have and why you think the client should focus on these. Generate the report then use the Annual Accounts Review Delivery Notes to position next steps. Attach the report to the Annual Accounts Review Meeting Minutes and send to the client after the meeting, along with a proposal for agreed services.
Tip
Use the proposal in the Annual Accounts Review Meeting if a client agrees to add the report onto the Annual Accounts service.

Providing the Report as part of the Management Reporting service

Your Management Reporting service may be a better way to position and monetise the annual Value Gap Analysis Report, especially if your firm doesn't provide an Annual Accounts service.

Use the client's Management Report data in the Value Gap Calculator, which will provide an accurate picture of where the business is at. Determine 2-3 strategies that are ripe for improvement in the initial Report then check in regularly to compare progress with where they want to be. 

Other common uses

The Report is a key tool to use to track progress toward achieving goals. It can be utilised during coaching sessions, Business Planning sessions, or any client meeting.

Implementing the Value Gap Analysis Report as a service

Important info
Establish your roll out process to ensure your entire team is on board and ready to deliver the Value Gap Analysis Report as well as potential flow on services.

To seamlessly roll out this service across your business clients, define your implementation process, it may look like this:
  1. Establish a project team and lead.
  2. Set the price for the Value Gap Analysis Report (and any other advisory services you plan to offer that utilise the calculator).
  3. Undertake simple internal marketing using our email template.
  4. Identify potential flow on services to offer clients, e.g. Cashflow & Profit Improvement Meeting, Financial Awareness, Business Plan, Forecast, Management Reporting, Accountability Coaching, etc.
  5. Train the whole team in how to position the value of the Report and appropriate team members in how to use the calculator, generate the Report, and position clear next steps.
  6. Determine a marketing campaign plan to launch the service, including emails, social media, and a webinar or seminar.
  7. Send the Value Gap Analysis Report Launch Email via BOMA or your preferred marketing campaign software.
  8. Review your onboarding process and ensure the Value Gap Analysis Report is established as essential from the beginning of the relationship.
  9. Identify the clients you'll send a personalised follow up email that positions the value of the Report.
  10. Contact clients due for an Annual Accounts Review Meeting and position the value of adding on the Value Gap Analysis Report.
  11. Discuss the value of the service with clients undertaking an ongoing advisory service, such as Accountability Coaching or Management Reporting, when you next meet with them
  12. For clients who agree to this new service, consider how you'll support them after you've provided the Report (remembering the Report provides the improvement strategies but not the tactics):
    1. Follow up your clients and discuss how they're going at implementing the strategies (use the Follow Up Sales Script)
    2. What services will you offer to support them with defining tactics and actions so they move the needle?
Tip
Check in with clients' progress toward implementing the improvement strategies recorded in their Report on a regular basis and position the value of your ongoing accountability meetings.

Value Gap Calculator Licences

You will have a set number Value Gap Calculator licences available as part of your Gap subscription and will be able to see how many you have used and available. If you need more, your Portal Admin can request these through the portal or by emailing support@thegaphq.com. When you launch the calculator for the first time, it will activate the licence for that client. You will be able to create multiple scenarios for that client without requiring additional licences. If you have a client depart and you wish to deactivate their Value Gap licence, you can do so after 12 months of activation.

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