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The 12-Word Strategic Plan

Have you ever found it difficult to plan, communicate or execute on a project, idea or strategy?
This 12-word framework will help you to get clear on where you’re headed and why—enabling you to lead yourself or your team and achieve your objectives.
It works for projects big and small, both personal and professional.

Use this version of Dollar Shave Club’s strategic plan that I created using the framework as a guide.

Dollar Shave Club’s 12-Word Strategic Plan*

DIRECTION
Mission/Goal
Become the largest online brand for personal care consumer packaged goods.

RESULT
Vision/Outcomes
Total domination of the global subscription razor market.
Create a world-class lifestyle brand.
Capture 15% of the U.S. razor market from incumbent brands within three years.

HURDLES
Potential Obstacles
Customer aquisition.
Beard boom.
Supply chain.
Not enough funding to scale.
Quality control.
Distribution.
Costs.
Scaling fast enough to keep up with demand.

PLAN
Action Steps
Online launch of direct to the consumer razor brand.
Subscription model.
Quality product and transparent pricing married with convenience.
Data collection.
Direct relationship with the consumer.
Referral reward program.
Product range expansion.
Expansion into key international territories.
Strategic partnerships.
Seek investors.

*[For illustration purposes—not from the company. More on the Dollar Shave Club success story.]

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What’s the plan for your next project?
Download the 12-Word Strategic Plan.

Image by Luca Rosatto.

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