#maxxelUP – Strategic positioning and business model



How to differentiate your product or services from those of your competitors, as you determine the market niche that you will fill.


Positioning helps in the eyes of the buyer of your product to identify the identity and the brand.

Such as?

The positioning of companies is influenced by a number of variables, such as the motivation of the customer, the demands on the environment (stakeholder / market) and the performance of the competitors.


Before you position your product or service, you should answer the following strategic questions about your market and products or services:

  • Your personal vision
  • The success factors and growth drivers of the industry
  • What does the customer expect from your product and how do you exceed these requirements? (Which problem do you solve and how do the product, the service differ from the competition)
  • How will your company, the team and the available resources evolve.


Once you have answered these strategic questions based on your market research, you can begin to develop the business model, a positioning strategy for your business plan.

A positioning statement does not have to be long or complicated, but it must point out who your target audience is, what problem you solve for your customers, how you will reach your target customers, what they really expect when buying, how you differ from your competitors and what exactly is your unique feature, your USP (Unique Selling Proposition).

Our support does not only consider the challenges of business and start-ups in isolation, but focuses on the wider context – team, innovation, market, finance, business model, positioning, strategy, competitive opportunities, enterprise and overall environment.


Challenges caused by the digital transformation of industry:

  • What does it mean for your company?
  • Who will win?
  • What has to be done now?
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Success With Development of Social Capital

Successful people are excellent networkers. They have powerful personal networks and with it comes a high level of Social Capital.
Their outstanding characteristics:

  • enhancing the performance of their teams
  • being promoted early and advancing into leadership positions
  •  coordinating projects more effectively
  • being visible as opinion leaders within the company and in the markets
  • having major impact on the branding process of the enterprise

Ron Burt, a leading researcher and professor at The University of Chicago, makes it clear that Social Capital will become a core competency for success:

Networking and Social Media are very popular. Most people have a large number of contacts on LinkedIn, Facebook, Twitter, XING, and other Social Networks. When dealing with the Social Networks however, some aspects become evident:

  • Quantity does not neccessarily mean quality
  • Excellence meets excellence
  • Only sustainable relationships lead to high productive networks

What are the pillars of sustainable relationships?

  • Dependability: we can rely on each other
  • Trust: we can rely that what we say we will also do
  • Confidentiality: we can feel secure when sharing each other

People with these personality traits make up our Social Capital – they have our backing we can trust each other and together with them we discover options and create new possibilities. People like this give us access to important opportunities, they are our most important resources, they are our Social Capital.


  • We support and strengthen each other!
  • Social Media are excellent tools to support our efforts.

Good relationships are like a plant, which needs warmth, light and tender care in order to grow. In this respect I learned three things in life:

  1. If you want to reap, you first need to sow.
  2. You ALWAYS reap what you sow.
  3. A natural time passes by between sowing and harvesting.

In our seminars or personal coaching we will show you how you too can apply these basic principles of growth in order to build your own Social Capital. We will develop your individual plan for success for your company, your market entry, your business development or for your own personal career. We provide you with proven knowledge and techniques that lead to success.

Who can benefit from our services?

  1. People who want to be successful in life and in business.
  2. Startups and entrepreneurs, who want to increase their performance through the development of Social Capital
  3. Enterprises interested in improving their social capital by cultivating their efficiency and flexibility in their workplaces
  4. Companies that want to get access to our own networks and our Social Capital, in order to enter new markets more quickly and successfully
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Business Plan – Methodology for StartUps, Change Management

Business plans sharpen the focus within an business organization intern and externally. It will conduct the decision making process within a company, which ultimately leads to success and generating profit for the organization and the stakeholders.
We combine our expertise and hands-on experience on starting up and managing companies.

A) Our clients can rely on our vast expertise from operating in various branches internationally
C) Our ECO- System enables companies to shorten the time to profit significantly
D) Compelling business plans enable start ups to contact investors and banks, find business partners and arrange succussful exits (M&A)

Methodology for business planing (start ups, change management):

  • SWOT- Analysis (As part of the strategic business model)
    – As strategic planing tool (evaluation of strength, weakness, opportunity and threat of the business venture)
    – Monitoring the marketing environment internal and external to the organization or individual
  • Strategy Canvas (in brief)
    1. Reduce Costs
    2. Improve Processes
    3. Enhance High Value Feature
    4. Add unexpected Benefits
  • Unique Selling Proposition (USP)
    – Innovation, resources, talents, passion (The Hedgehog Principle), branding
  • Essentials of a Business Plan
    – Executive summary
    – Company – team (brand, company profile, partners, roadmap)
    – Product – Service (USP, Innovation, Patents, product milestones, prototypes)
    – Market (target market, market share)
    – Marketing – sales (market entry strategy, leadcustomer)
    – Finance (ROI, cash flow, profit)
  • Positioning (9P’s)
    Product – price – place
    Playing field – players – performance
    Positioning – preparation – presentation

A business plan written with a clear focus in mind, it will deeply impact the success of the company and will help sustain its performance in the future. Organizational compulsiveness are the keys to an effective business plan.

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Japanese-German Energy Symposium 2011

Technical University of Munich (TUM-IAS)

Summary/ Abstract

Research & Development and Business Opportunities for Optimal Sustainable Energy Allocation

– Why do we need electro-mobility?

– Development of battery technology, infrastructure?
– Consumer Behaviour?
– Sales argument (emotion of the car, how will consumer expectations change over time)?
– Costs (TCO -Total Cost of Ownership) development?

STATUS (Feb 2011)
I) Vision Japan:
– Prevent global warming; increase energy efficiency (emission, efficiency, costs)
– Enhance competitiveness
– Create new technologies (battery, eCar architecture, …)
II) How to start in Japan:
– Develop infrastructure guideline
– Best practise handbook
– Pursue business model
III) eCars vs. combust engines:
– eCars have limited range
– No C02 savings today
– No profitable business models for car manufacturers yet
IV) Total-Cost-of-Ownership:
– Today eCar’s are more expensive than combust engine powered cars
V) Cheapest way to commute:
– via bus
– How many of the total traffic is already electric based today (public, transport, eCars, …)?

– Japan (governmental program): in 2030: 20-30% eCars
– German (governmental Program): in 2050: 80% of energy consumption based on renewables
– Zero emission, zero failure (autonomous driving)
– Gap to overcome: poor/ rich – young/ older (change in demography)

– Limited Oil
– Cost competitive cars based on renewable
– Existence of competitive fuell cells
– Consumer behaviour (zero emission car, perception of individual mobility, skort-, long distance comuting)
– Innovative car sharing services, e.g. pay as you use

– What infrastructre do we need to preserve today’s habits of transport?
– How will our habits change, a) with increasing energy prices and b) with more people on low income?

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Cold Acquisition

Companies need to attract new customers. Cold calling is an effective acquisition tool. The adventure about cold calling is: How do I call potential, but unknown target customer?  The challenge is to attract new clients, no matter what industry they operate and what their product is. Gradually reduce the annoying stage fright and develop new expertise in telesales and leading active dialogues. In our workshop you will see, why  cold calling is unpleasant and you will learn techniques to overcome these obstacles. How will you manage the reach decision-maker? Learn to lead active dialogue and with the tools for sustained conversations on the phone and face-to-face.

Developing Relationships

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Elevator Pitch – A Primer

Presenting is not easy, especially when time is of essence.

A clever method to handle this challenge is the Elevator Pitch.
It is a convincing presentation, that can only take so much time, like a ride on the lift (elevator) lasts.

Continue reading

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Build Social Capital and Improve your Performance

From Facebook to smartphones, advances in technology are changing the way we work and communicate. This is an evolving landscape, with much growth remaining.

With the right networks, the whole world is within your reach.

As guest speaker at the September meeting of the American German Business Club (AGBC) in Munich, I presented some of my insights into the social media landscape, social capital and the ways, that social networking can help to build business.

You can download my presentation here:

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Speaking at the AGBC in Munich about Social Media – Social Networks – Social Capital

On Wednesday, September 29, 2010, 6:30 pm I am giving a speech me at the September Monthly Meeting at the American German Business Club in Munich http://www.agbc.de/

Excerpt of the program:

Social Media – Social Networks – Social Capital  – Build Social Capital and Improve your Performance

From Facebook to smartphones, advances in technology are changing the way we work and communicate. This is an evolving landscape, with much growth remaining. 

The old saying “It’s not just what you know, but who you know” isn´t a cynical comment, it’s a well-established principle, supported by twenty years of scientific research. With the right networks, the whole world is within your reach.

In his presentation at our September meeting, our guest speaker, Bruno Mueller, will provide us with insight into the social media landscape, social capital and the ways social networking can help to build a business. 

Bruno launched his engineering career in the telecommunications industry and has worked with multinational companies in the semiconductor industry for 20 years. Today, Bruno and his partners focus on consulting in the areas of Business Enabling, Market Entry, Start-ups, Mergers & Acquisitions. Utilizing the positive impact of social media on relationship building and social capital plays an important role in this context. Bruno is a long-term member of Toastmasters International. He was a co- founder of the very successful Munich Business Speakers, and has recently delivered his latest brain child, the first club within Munich”s universities, called the Munich Media Speakers, located at the Strascheg Center for Entrepreneurship. 

Sign-up today!

For your diary:

AGBC Munich September Monthly Meeting: 
Event Date/Time:  Wednesday, September 29, 2010, 6:30 pm …
Location:  Marriott Hotel, Berliner Str, 93, Munich-Schwabing (near Nord-Friedhof U2 Haltestelle)

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SOCIAL NETWORKS: The Internet Has Redefined The Rules Of Power

Source: Welt-Online (http://www.welt.de/)

Global corporations and powerful politicians cannot ignore the Net any more. Through Social Networks Internet users are getting a powerful voice. They are no longer dependent on conventional media. One expert predicts the re-politicization of society.

The old reasoning, that an idea has to look for a network, is getting more and more obsolete. The Internet has already set new rules of power, to with economy and politics needs to adjust. There is no going back.

Decision-makers however often react quite helplessly to eruptions of the Web. This was true in the case of the “Kit Kat” campaign.

Often only a small trigger is needed to cause a wave on the Internet.

“The Internet is politicizing the world beyond the parties,” Kruse says. Thus it modifies the balance of powers by strengthening the confidence of the whole society.

Kruse describes the development of the social web in three phases. After fascination based access boom in the late 90’s (Boris Becker, 1999 for the Internet service provider AOL: “I am in”) and the usability boom of the late 00-years, with the rapid spread of social networks, now follows a wave, in which Internet users connect in powerful movements. They set the political agenda, without recourse to the established structures and the established mass media, Kruse said. Anyone who wants to achieve political change today, joins a network.

“The Social Software of Web 2.0 is an attack on the established rules of power and enforces a fundamental rethinking,” the professor said. His advice to politicians or managers: Get out of expert committees. Get into the networks. “The social Web is an avalanche that is already thundering down into the valley”, so his warning.

The full article can be found here: http://tinyurl.com/325qtb8

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Brands are getting more and more social

Social Media is becoming increasingly popular in business: in addition to the 20 million Germans, more and more large companies in this country use Facebook and other networks. According to a recent survey, 60 out of the 100 largest brands are getting into Social Networks. The most popular among them is the microblogging service Twitter. It is used by 39 per cent of the brands, followed by YouTube (37 percent), Facebook (28 percent) and blogs (12 percent).

Source: Welt-Online http://www.welt.de/

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