Primer ON THE THREE HORIZON GROWTH PROCESS ACCELERATING AND SUSTAINING GROWTH THROUGH RAPID-CYCLE, MEDIUM- AND LONG-TERM BUSINESS BUILDING PROJECTS
Growth: We re on our way... and gaining speed Growth through: energy...excitement...structure... processes...leadership... cultivating creativity...risk-taking...and accountability. Horizon growth process: to create immediate returns and, at the same time, ensure sustained growth for our future. Growth is one of Avery Dennison s most critical goals. For the past few years, we ve talked a lot about the need to grow faster. We ve emphasized expanding the pond and outside-in thinking, as well as working with customers to identify their unmet needs. We created a Venture Board to provide support for growth projects in our divisions. And, we ve had tremendous success with productivity improvements, margin expansion, Six Sigma and other processes to help fund top-line growth. Now, we ve put the final ingredient in place an exciting and engaging process to stimulate growth. Our framework for making growth happen has three parts, or horizons, integrating our short- and long-term business goals with our ongoing people and productivity strategies. The Horizon growth process includes.... A high sense of energy and excitement about growth.. A structure and methods to manage both our short- and long-term growth.. Leadership commitment to cultivate creativity and innovation. 4. Holding ourselves accountable for growth. Here s an overview of the kinds of activities that are beginning throughout Avery Dennison to create immediate returns and, at the same time, ensure sustained growth for our future. Horizon Create viable future options Cultivate promising ideas Develop ideas into opportunities Create new markets for new products Two-plus years to revenue Horizon Build emerging businesses Exploit current resources to develop one-to-two year lead-time, high-potential products or businesses Significantly overhaul or extend existing businesses Develop new technology or adapt emerging technologies to new business ideas Six months to two years to revenue Horizon Extend core businesses Gain market share in current space Develop new channels, customers and territories Develop new products and services in existing businesses Six months to revenue Horizon Leadership: Dean Scarborough President and Chief Operating Officer Helen Saunders Vice President, Growth Initiatives H- Growth Sponsors and Champions H- Team Leads and Facilitators Horizon : Growth projects are driven by cross-functional and, in some cases, cross-divisional growth teams with clearly defined priorities, goals, and 00-day timelines to achieve results. Horizon projects focus on increasing revenue with current and new customers through focused sales efforts or by quickly developing product modifications and building on proven technologies. These projects will involve a great many of you as they increase in number across the Corporation.
Horizons /: Sustainable growth beyond the next couple of years can only be achieved with a full pipeline of new business ideas. Horizons contains emerging businesses that are expected to become significant profit generators over the medium term. And Horizon looks at the long-term, where future opportunities are identified and cultivated. Making growth happen The kind of growth that happens with Horizon is sustainable because it is self-evolving and includes our customers and end users in the process. What we learn from Horizon projects can be applied to other projects. At the same time, Horizon / research may become a Horizon priority, with a more narrowly defined goal and a 00-day timeline. Under our Horizon framework, growth is everybody s business. Continuing The Horizon process has begun. By the middle of this year, the Horizon waves of new projects will be launched at all of our worldwide businesses forming the projects basis for meeting growth targets in our divisions. New business Each of our three core operating groups will have their own business development development function to focus on Horizon / growth projects. Smaller business units will work with the newly-created Corporate business development function through their division s Horizon / Growth Champion. Everybody Division management has been charged with spreading the growth contributes message and getting you involved in the process. Whether it s coming up with a new product idea or a better way to promote safety, the implementation of solutions that contribute to building a better business are all part of the process. Cultivating Our leaders will be given tools to help them cultivate creativity among creativity employees and have more productive discussions with our customers to identify needs, potential new markets and trends. We want our leaders to support good ideas and solutions and be willing to take risks to move ahead, even without all of the answers. Everyone is Measurement, accountability and ownership have been successful responsible in the progress we ve made in service improvement, working capital for growth management and Six Sigma progress that has placed us among the 5 top U.S. companies in return on assets. Going forward, we intend to hold everyone accountable for growth. And we will include growth in our Global Performance System measures. Horizons //: You may ask where we will find the time and resources to meet our growth goals. Are these growth acceleration projects going to be piled on top of all our other work? Let s look at it another way. Think of how Six Sigma has been applied to eliminate operational bottlenecks, quality issues or manufacturing challenges. This is how the Horizon process will help us accelerate growth through focus, setting priorities and unleashing the energy and untapped creativity of our employees to make growth happen. The Horizon growth process defines how to get the most from our existing core businesses while, at the same time, building new businesses and cultivating viable options for the future. It is a long-term strategy and a process that energizes and empowers. Thank you for your support. We are on a great growth journey. We will continue to be a highly profitable company with high returns but we will also become a rapidly growing company. It s a great time to be part of the Avery Dennison team! Horizon / Leadership: Bob Malchione Sr. Vice President, Corporate Strategy and Technology Dave Edwards Corporate Horizon / Growth Leader Corporate and Division New Business Development H-/ Division Growth Champions Sustainable growth beyond the next couple of years can only be achieved with a full pipeline of new business ideas. The framework defines how to get the most from our existing core businesses while, at the same time, building new businesses and cultivating viable options for the future. It is a long-term strategy and a process that energizes and empowers. Phil Neal Chairman and Chief Executive Officer Growth: It s Everybody s Business!
Horizon growth will engage the creativity and energy of large numbers of people focusing on immediate growth opportunities that will realize revenue within six months of start-up. What is Horizon growth? Gain market share in current space Sell Avery Dennison products to current customers who are now buying from competitors Turn marginal products, customers or services into winners through major improvements in speed or excellence of execution Strengthen relationships and share with existing customers by satisfying their unmet needs It is incremental growth generated by the talented people we already have, using the resources, capabilities and technologies we already possess. It could be opening a new market for existing products...or offering expanded services to a customer...or commercializing a new application of a core technology. All of our businesses have achieved this type of growth, but, using the Horizon process, we are going to provide tools to help accelerate growth using fast break teams, with a clearly defined goal and a 00-day timeline for project completion. Horizon growth will engage the creativity and energy of large numbers of people focusing on immediate growth opportunities that will realize revenue within 6 months of start-up. Sales, marketing, service, technical, product development, IT, HR, finance and manufacturing employees all have a role to play in making it happen. And so do our customers, end users and suppliers. The process focuses our efforts on the external world helping us to quickly identify and satisfy unmet needs. Develop new channels / customers Find new channels or markets for the innovative application of current products Move into new geographies Find new customers for current products Partner with other divisions or companies to distribute products through their channels Leverage value from acquisitions more quickly and effectively Develop new products / services Sell services (logistics, quality control, consulting, etc.) along with products Shift business model our place in the value chain to provide increased value to customers Partner with other divisions, suppliers or other companies to develop product / service combinations that meet unique customer requirements Modify current products and sell to current or new customers Develop next generation products more quickly, with intensified market focus Significantly reduce the time to commercialize new products 4 Overlapping waves of Horizon projects will proliferate throughout the Company over the coming months and years.
5: Share learnings, celebrate...and the process begins again : Select project area : Identify project focus 4: Get the job done : Train Horizon participants Horizon Growth It is incremental growth generated by the talented people we already have by using the resources, capabilities and technologies we already possess. How the Horizon process works Your division management team identifies overall growth areas and provides support and oversight for all Horizon projects. With regard to Horizon projects, here s how the process evolves. Step : Select project area Your division leadership team... Identifies Horizon growth priorities areas having the most promising short-term result possibilities. Appoints a senior manager as growth sponsor for each opportunity area that is identified. Step : Identify project focus Each growth sponsor and Horizon champion... Narrows the focus of the target area and selects a specific opportunity for each Horizon team. Identifies a team leader, facilitator and cross-functional team members for each project, based on those functions and skills from which contributions will be needed. Step : Train Horizon participants The division Horizon growth champion... Conducts Horizon orientation for team leaders and facilitators. Leads a launch session for fast break team members. Horizon teams... Set a specific project goal and present it to their growth sponsor for input. Commit to a 00-day timeline for project completion. Step 4: Get the job done Horizon teams... Do whatever they need to do to achieve the goal. Participate in a mid-point review with their growth sponsor and division leadership team to ensure progress. Step 5: Share learnings, celebrate and choose the next challenge Horizon teams... Share successes, learnings and best practices with growth champions, sponsors and division leadership. Build the learning into the next wave and identify / recommend next steps to continue the momentum for growth through the next wave of Horizon projects. And, the process begins again! It could be opening new markets for current products or offering better service to an existing customer. Horizon growth does not interfere with doing everything else we normally do...it simply infuses what we now think of as business as usual with a change of focus, a greater sense of purpose and the excitement of being part of a winning team...a rapidly-growing company. Continuous growth acceleration: The senior managers of each business, with the help of their growth champions, will make the Horizon process an ongoing part of their mission. This includes accelerating the pace of Horizon growth and broadening its focus. 5
What s involved in Horizons and? Horizon and projects...have a longer development timeframe than Horizon projects but offer greater reward and, of course, greater risks. At each step of the process, the Opportunity Analysis team decides... >> Go the new business concept provides solid growth opportunity >> No Go the team decides to stop analysis / development because criteria are not met Horizon and projects form the seeds from which new businesses will grow. As such, these projects have a longer development timeframe than Horizon projects but offer greater reward and, of course, greater risks. Horizon projects can be categorized as fast-moving, entrepreneurial ventures that expand our core capabilities to create new products or exploit new markets. These projects can be extensions of our existing businesses or built on alliances that move us into new strategic directions. Horizon projects are typically six months to two years away from achieving revenue. They require time to germinate and often the development of new skills, investments and resources. Horizon activities represent the initial elements of work that will grow into substantive ventures in two to five years, with corresponding expected revenue two or more years down the line. These initiatives can take the form of research projects, alliances, investments in emerging technologies or companies or the pursuit of any other long-term business idea that makes sense. Horizon activities are highly speculative and, for that reason, most will die along the way. But the effort is necessary to ensure our participation and leadership in areas of substantive promise in the future. Opportunity Analysis: the selection process Opportunity Analysis is a step-by-step approach that helps the Company decide if a new product should be developed, can be developed and, if it is, whether or not it has a good chance of success. It s an orderly way of thinking that provides the right kind of information for making sound business decisions. STEP STEP STEP STEP 4 Idea Generation Evaluation Development Commercialization What s involved... Identify unmet customer needs and/or untapped markets. Examine new product ideas that meet these needs and opportunities. Decide which ideas have the most promise and potential for growth. Generate ideas that may play an important role in the Company s future. Understand who needs the product and why. Look at the technology needed to develop the product. Research market, competitive environment. Decide if the product fits well with the Company s strategies and strengths. Predict the product s chances for success and financial results. Develop an implementation plan. Establish guidelines for product quality and market success. Produce a sample. Test all technical aspects including manufacturing capabilities and process development. Protect trade secrets. Establish sales and distribution channels. Develop a complete launch plan. Monitor product reliability and quality of manufacturing. Test and re-test quality from customer s perspective. Finalize marketing and advertising plans. Confirm availability of raw materials and supplies and establish automated supply-chain systems as warranted. Timeframe... Ongoing Up to 4 months Up to 4 months A.S.A.P. after development completed Expected results... Qualified ideas. Workable business concept. Ready-to-launch product or service. Top-line growth. Opportunity Analysis will be integrated into Horizon / and used by division and Corporate senior management, business development professionals and Horizon / growth champions in the idea selection and development process. Opportunity Analysis results, together with Horizon / market criteria, will form the basis for securing development funds from division R&D budgets or through the Venture Board s growth fund. 6
Inspiration and checkpoints Any new business idea, whether it s one with a basis in our existing technology or one that is purely speculative, will inspire champions early on. These homegrown entrepreneurs, will be given support and resources to work with and help from our new business teams and Horizon / growth champions to prove their idea. Each idea with be tested again and again against established business criteria to determine long-term value, ranking against other growth projects, probability of success, development costs and potential fatal flaws and barriers. The checkpoint process is rigorous and gets more so as a project moves further along the timeline. This is not to say that projects that survive the ongoing analysis, evaluation and checkpoints are risk free. By their very nature, Horizon / projects contain a certain amount of risk because they are intended to fulfill customer needs, markets and channels in an uncertain future. Ratio of attempts to success A look at the anticipated attempts-to-success ratio and annual targets provides another perspective of the Horizon / processes. Idea with Commercial Potential Evaluation Development Success Anticipated number of surviving projects at each step of the 00s 40 to 50 0 to 5 to 6 Opportunity Analysis process Horizon : Fast-moving / entrepreneurial Extensions of existing businesses Alliances that move us into new strategic directions Horizon : Long-term ventures Research projects, alliances, investments in emerging technologies Highly speculative Substantive future promise The Horizon portfolio will be dominated by projects with expected revenue in the $0 million to $5 million range expanding the number of small- and medium-size growth projects and also reducing our investment risk, increasing the speed with which we complete projects and broadening the net for capturing ideas and innovations for the future. Become part of the Horizon growth process. Your energy and enthusiasm for growing our businesses are inspiring. Growth is everybody s business! To be part of a fast-growing, successful company produces self-generating momentum and sustaining energy that benefit the company as well as every individual employee who contributes. This is our vision for Avery Dennison. To achieve it, we need everyones participation in the Horizon growth process as we accelerate the pace of Horizon projects and integrate Horizon and activities into our overall growth acceleration strategy. We have jump-started growth and now need to build momentum. Every company must earn the right to grow by making the right moves at the right time with the right resources. All of our businesses have the opportunity to gain share if we unleash our intellectual and emotional energy and if you believe. What you can do to help. Be available to serve on Horizon rapid-cycle teams as needed.. Support team and new business development activities in any way you can.. Think of how the Company can generate more business with products, technologies and services we already possess or products or business concepts you see in the future and discuss your ideas with the leaders in your division. 4. Share your thoughts about how to strengthen and accelerate the Horizon growth processes and get more of our people involved. Talk to Corporate or division management or your growth champion about your ideas now. 7
HORIZON HORIZON HORIZON GROWTH INITIATIVES AVERY DENNISON 50 NORTH ORANGE GROVE BOULEVARD PASADENA, CALIFORNIA 90 www.averydennison.com