Successful entrepreneur - free course from the Russian School of Management, training, date: December 6, 2023.

ACCA, MBBA, practicing auditor, specialist in tax, financial, management consulting, business coach

Practicing auditor, business coach, member of the Moscow Chamber of Auditors, Institute of Internal Auditors, Chamber of Tax Consultants of Russia.

Ph.D., expert practitioner in the field of marketing and strategy, certified business coach. Associate Professor of the Department of Management at the Graduate School of Business of Moscow State University.

Systems thinking and idea generation in turbulent conditions
• System and systems thinking. Areas of use.
• Types of systems, laws and principles in the system.
• Elements and relationships in the system. Properties of the system and its parts.
• Information in systems. Feedback.
• Reinforcing and balancing feedback in systems.
• Cause and effect: error and truth.
• Construction of system models.
• Systems thinking tools.
• Creative and Logical thinking.
• 5 stages of the creative process. Warm up. Generating ideas (Brainstorming Tool). "Ripening" of ideas. Evaluation and selection of ideas. Final analysis.
• How to “pump up” your mind.

Sales and Marketing Strategy
• Market analysis: capacity, growth rate, number of players, number of buyers.
• Strengths and weaknesses of the company. Required resources and possible risks (SWOT analysis).
• Choosing a company development strategy.
• Basic elements of sales strategy: territories, sales channels, customers.
• Qualitative or quantitative growth. Key drivers of sales development.
• Case: “SWOT analysis of the company.”
• Case: “Identify the most ineffective drivers of sales growth, write 5 ideas on how to improve them.”
• Company sales plan. Analysis of sales history.
• Decomposition of the sales plan at all levels: departments, sales channels, regions, managers, clients.
• Calculation of indicators by stages of the sales funnel.
• Case “Calculation of sales targets, decomposition at all levels.”
• Competitive analysis. Practical instructions: how to find out all the chips of your competitors.
• Selecting a competitive strategy.
• Positioning: why the client should buy from us.
• Development of the company's USP (unique selling proposition). Definition of 15 advantages.
• Drawing up portraits of target groups: who is our client who will buy often and a lot.
• Assortment, pricing strategy. Promotion strategy.
• Case “Competitive analysis, highlighting the key unique advantages of the company.”
• Case “Description of target groups of clients.”
• Distribution strategy. Model selection: we sell directly, through partners or through exclusive distributors.
• Types of sales channels, their pros and cons.
• Criteria for selecting sales channels.
• Assessing the effectiveness of sales channels.
• Case “Selecting priority sales channels.”

Leader and team: effective interaction
• Difference between a manager and a leader.
• Definition of managerial scale.
• Estimation of authority.
• Manager's competencies.
• Leadership competencies.
• Working with a team.
• Motivation.

Financial management for managers
• Indicators reflecting the growth of the market value of a business, their purpose and relationship.
• Company financial statements.
• Similarities and differences between different types of reporting.
• Balance sheet is a document containing information about the company's assets and sources of financing.
• Financial results report – a source of information about the company's income and expenses.
• Cash flow report - analysis of sources of inflow and directions of expenditure of funds.
• Analysis of the structure and dynamics of the company's cash flows.
• Return on assets (ROA) and factors influencing its growth.
• Management of the company's financial cycle.
• The company's return on equity (shareholder) equity (ROE) and factors influencing its growth.
• Cost management – ​​principles and content.
• Cost classification.
• Costing of products/services.
• Cost management and management decision making.

Professional development of managers and prevention of burnout
• Personal development tracking. A strategy for achieving the optimal level of development of intellectual, emotional, volitional and communicative “acme”, self-preservation of health and vital energy.
• “Career traps”: factors, conditions and risks of professional burnout, typical professional deformations, psychological characteristics of “bad” and “good” management.
• “Eco-barrier”: preventive measures to prevent professional deformations, intellectual, emotional, and psychological burnout.
• “Personal strategy”: developing your own strategy for professional longevity, forming a motivational basis for self-improvement.
• “Control point”: self-diagnosis of internal resources, ways to develop stress resistance, methods of self-regulation and self-programming.
• “Energy potential”: ways of losing vital energy, an effective algorithm for self-saving, maintaining optimal tone of vitality, energy and health.
• “Resource state”: “courage”, high tone in everyday activities, how to create and maintain it.