Advice and answers from the Rova Team

The Plan phase is guided by up to 16 key business categories, including 12 internal categories (things you can control) and 4 external categories (things you can only influence). These carefully crafted categories help agencies create a comprehensive view of their client’s scope in the future, and clarify short- and long-term goals. Ultimately, these categories ensure the integrity of ongoing efforts and align agencies to measurable client success. The chart below shows which categories to use when facilitating the Rova Methodology for an entire organization and which categories to use for a project. These are simply guidelines and you can certainly use or eliminate categories as you see fit. If you have any suggestions for new categories, let us know. We like to hear what works for you!

Focus
The first internal category in the Plan phase. This is where you explicitly outline the objectives of the [organization/project] on a specified future date.

Dollars and Sense
An internal category in the Plan phase. How the [organization/project] stands financially including but not limited to annual revenue, profit, client retention rate, budget, acquisitions and departmental contributions on a specified future date. 

Brand
An internal category in the Plan phase. The identity, approach, characteristics and goals that make up the [organization/project]'s intended brand on a specified future date. 

Market Position
An internal category in the Plan phase. A comprehensive look at the [organization/project]’s unique stance in the marketplace based on promotion, price, place and product on a specified future date. 

Outside Perception
An internal category in the Plan phase. How people outside of your company view the [organization/project] on a specified future date. 

Inside Perception
An internal category in the Plan phase. How the [organization/project] is viewed by its employees and internal stakeholders on a specified future date. 

Motivation
An internal category in the Plan phase. The driving forces behind the [organization/project]'s direction and what incentivizes employees to strive for success on a specified future date. 

Innovation
An internal category in the Plan phase. Ways in which the [organization/project] supports and cultivates ideas that identify solutions to challenges and improve efficiency on a specified future date. 

Decision Approach
An internal category in the Plan phase. The [organization/project]'s approach to risk management and how major decisions are made, be that slow and calculated or quick and forward-moving, on a specified future date. 

Talent  
An internal category in the Plan phase. The attributes defining the ideal employee and the talent required for the organization's success on a specified future date. 

Giving Back
An internal category in the Plan phase. The organization's community impact, donated time and passion causes outside of normal business activity on a specified future date. 

Ownership
An internal category in the Plan phase. Whether the organization is publicly or privately owned, how that influences success and plans for change in ownership on a specified future date. This category is only used for Rova-organization. 

Economics
An external category in the Plan phase. The current state of the market in terms of supply and demand for the [organization/project] on a specified future state. 

Technology
An external category in the Plan phase. The tools and resources available to support the [organization/project]'s direction and objectives on a specified future date. 

Regulations
An external category in the Plan phase. The laws and regulations currently prohibiting or contributing to the [organization/project]'s success on a specified future date. 

Market
An external category in the Plan phase. The market state and outlook as it applies to the [organization/project] on a specified future date. This is where we define the ideal market state for the [organization/project]’s success. 

Next, we'll look at some “starter” statements when creating Plans - broken out by Category.

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