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Với các công cụ quản lý, bảng tính, và thống kê ngành công nghiệp, đây là tài liệu có giá trị đối với các bạn đang có ý tưởng kinh doanh, chúc các bạn thành công. | 18 Practice Made Perfect ing education on issues such as asset protection and transfer which are especially important to gays and lesbians. An example of a firm with a technical specialty is Kochis Fitz in San Francisco which built a substantial practice around its expertise in executive stock options. The firm s strategy has evolved and it has become a more comprehensive wealth-management firm but this initial strategy was a unique way to differentiate the firm in a very competitive market and helped to launch it successfully. We find most advisory firms to be generalists. They are generalists in terms of both their service offerings and their market much as a local general practitioner might treat routine family ailments. When FIGURE 2.1 Do You Know Your Strategy Source Moss Adams LLP Strategic Business Planning Defining the Direction 19 symptoms become more complex and beyond the doctor s expertise it s time to bring in a specialist such as a surgeon. In smaller communities advisers become generalists mainly because there often is not enough opportunity to create market segmentation or specialize in a product or service area. The challenge of being a generalist especially when there is an opportunity to create a finer focus is the risk of diluting your resources. Advisers are conditioned to think that diversification is good. They preach this concept to clients all the time and they apply it in their investment allocation strategy. But why does one diversify Diversification is a way to manage risk. It s a defensive strategy. Are you going to grow your business by deploying only a defensive approach What will be your offensive strategy the plan that propels the business forward Recent research into the financial-advisory community reveals the degree to which these strategy differentiators are being deployed see Figure 2.1 . These are the theoretical concepts on which you would base your real choices. For example in a strategic-planning process we facilitated for
