From this, we derived a strategy.

It is valid for one to five years,

depending on how quick we are in achieving it and how the market
evolves. We defined four focus areas in our 2017 strategy: Happy
customers, agile expertise at NovaTec, individual visibility, and
competence area growth. Each of these areas has a defined goal, a
target scenario description, and smaller sub-goals that can be
reached within a shorter time span with a subset of the team.

The goal of “happy customers” is defined as: We want our

customers to be happy with our work. Only then can we reach our
vision and grow sustainably. Our good reputation defines us.
The target scenario is that all of our customers are very happy
with our work (every NPS>50%) and that we realize a contribution
margin of 7-10 % with our customers.
The sub-goals are:

 We have happy employees, because only these can create

happy customers.
 We introduce account management to our competence area,
but only for customers that are taken care of solely by us. This
means that expectation management happens with every
customer and customer surveys are conducted at least once per
quarter via the consultant on site. If the results are
 below expectation (NPS<50%), the competence area manager
investigates.
 The projects of our customers are successful, whatever the
customer defined as success criteria.
 The customer perceives our price-performance ratio as good.
Therefore, we need to do market research about pricing and
consulting categories (till March, then once per year) and
define separate prices for different job categories. We
establish the right price for the right job and person until the
end of 2017, decrease our costs as far as possible (mindset)
and make sure everybody is able to show at least one project
from our strategic sectors in their project histories.
 We conduct more public Scrum Master trainings than last
year.
 We focus on customers who are one hour or less away (yellow
zone) and are no more than 250 kilometers away from where
we live (red zone). We can serve these customers while
sleeping in hotels less than five times per month (to be put in
place by the end of 2018). These rules are not valid if there are
no alternatives, strategic goals counter them, or we want the
project for other reasons. The customer zones need to be
visualized for the CA and sales, both for Stuttgart and relevant
satellite sites.