Resume Joost van der Laan
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I help companies passionately to increase profitability, by improving Marketing, Logistics and Store Operations.
And I coach and train professionals and students to successfully use effective techniques.
One long term client has become "Best Supermarket Chain" in The Netherlands.
CONSULTANCY PROJECTS as independent consultant; 1993-2008; see case histories.
CTAC POWERHOUSE / RE-SPECT; 2004-2006; marketing ERP systems in Food Retail
ERASMUS FOOD MANAGEMENT INSTITUTE; 2001-2003; parttime Research Director; research projects for 50 A-brand suppliers, 20 retailers and 10 service providers.
Reports on "Logistics for Commercial Managers, "Online Shopping Learning Effects", "Category Management" etc.; mentoring of graduate economy students.
COOPERS & LYBRAND (PriceWaterhouse Coopers); 1997-1999; project management at the ECR Center of Excellence Europe:
- Value Chain Analysis projects (e.g. Sara Lee UK)
- Category Management supplier/retailer projects (e.g. Unilever/Jumbo)
- Efficient Consumer Response (ECR) seminars in the Baltics for Proctor & Gamble
- Development Cost Profit model
VAN EERD GROUP / JUMBO Supermarkets; 1995-2000; consultancy and interim management; Director Wholesale Division 1997-1999;
development of successful Jumbo EDLP store format; Category Management projects for all 36 product categories; introduction productivity planning and automatic replenishment.
AC NIELSEN; 1991-1993; Director PRODIS consultancy division:
- Multi-client projects (e.g. Distribution of Perishables)
- European image research project for Johnson Wax
- DPP supply chain cost/profit projects
- Space Management
- Location research Mc Donalds
LUNDIA; 1990; Interim Manager Logistics; introduction of customer service department and routeplanning for consumer deliveries
AT KEARNEY; 1989-1991; consultancy in variety of industries and areas. Examples:
- Organizing Total Quality Management (TQM) practice of AT Kearney
- TQM at "De Fenix" production plant
- Reduction quality costs at Wegener Tijl printing division
- Distribution Kortman Intradal manufacturing
- Intercompany transportation Molnlycke
- Multimodal transportation Province of Brabant
- Logistics structure Vroom en Dreesman department stores
BLOKKER Household Stores; 1987-1989; Director Logistics; development of automated central warehouse and introduction purchasing system
VOMAR Supermarkets; 1985-1987; Manager ICT and Logistics, introduction of scanning and productivity system in the stores, shrinkage project, outsourcing transportation, development of central automatic replenishment.
AHOLD; 1981-1985; acquisiton, investment analysis, projectmanager and site manager full-line Albert Heijn warehouse Zwolle, Controller Distribution Ahold
BIJENKORF Department Stores; 1977-1981; Manager Research & Development; consumer research, store marketing planning, Overhead Value Analysis with Mc Kinsey; promotion effectiveness research, management Loyalty Card and first European Apple PC shop.
Joost van der Laan has a Science (physics and chemistry) bachelors degree from the University of Amsterdam and a Business Administration masters (drs) degree from the University of Rotterdam.
His thesis was on computer modelling of the Exxon Lube Oil Blending Plant in Rotterdam ("Lubrication of Policy Making").
Recently Joost became NLP Practitioner and Avatar Master, and he studied Coaching, Enneagram (personality types) and Hypnotherapy, to improve consultancy and training practice.
TOURISM COLLEGE BALI; 2001- ; visiting lecturer; contact Dr I.W. Mastra, former Bisshop Protestant Christian Church of Bali.
WAGENINGEN UNIVERSITY; 2001-2005; visiting lecturer at the International Food Management Programm; Efficient Consumer Response and Category Management; contact prof. Adri Beulens.
ERASMUS FOOD MANAGEMENT INSTITUTE; 2000-2003; parttime Research Director; research projects for 50 A-brand suppliers, 20 retailers and 10 service providers.
Reports on "Logistics for Commercial Managers, "Online Shopping Learning Effects", "Category Management" etc.; mentoring of graduate economy students.
Lecturer Master of Food Program; management of sections Logistics and Category Management, mentoring of postgraduate students; contact Dr Laurens Sloot.
NYENRODE UNIVERSITY; 1994-2000; visiting lecturer postgraduate Food Management Studies.
ECR EUROPE SHRINKAGE COMMITTEE; 2003-2005; strategies to prevent shrinkage by internal and external theft and process failures; the ECR Europe Shrinkage Report.
SPEAKERS ACADEMY; guest speaker for seminars and business events; 2001- .
See http://www.speakersacademy.nl
NATIONAL FOOD CONGRES ADVISORY BOARD; 1995-2001; organization of 6 congresses for top managers of Dutch food retailers and suppliers.
FOOD PERSONALITY; 1998-2000; consultant and writer monthly articles on product specific Category Management (“Mr Category”); bi-monthly columns (“Erasmusketiers”).
STEERING COMMITTEE ECR CONTINUOUS REPLENISHMENT; 1996-1997; project management ECR CRP project of suppliers Mona (deserts), Uniekaas (cheese), Johma (salads), Stegeman (meat products) and supermarket chains Jumbo, Vomar, Konmar, Hermans and knowledge institutes Coopers & Lybrand, ATO/DLO and Wageningen University.
JOWAMANDARI VILLAS BALI; 2001-2005; development of a small villa resort, tropical garden and KOI carp ponds. See http://www.Jowamandari.com
INTERNET MARKETING; 2003- ; See my website (in Dutch!) on Internet Site Optimization, if you want to increase traffic to your website.
Case histories are completed projects by Joost van der Laan. They are examples for future activities for clients. These overviews of consultancy projects are
anonymous, unless they are published in trade magazines or presented in a public presentation by client consent.
CATEGORY MANAGEMENT ALCOHOLIC BEVERAGES
Category Management project for A-brand supplier and national food retailer; focus on establishing a CDT (“Customer Decision Tree”) by consumer panels and Nielsen research;
we detected a significant change in buying patterns by younger consumers; result was a major change in assortment and presentation in favor of 18+ mix-drinks, and at the expense of 50+ assortment (sherry and vermouth).
CATEGORY MANAGEMENT PRODUCE
Category Management project for Produce supplier and local food retailer; focus on assortment and logistics; logistics result was a reduction of lead-time (from order to delivery) by 35%, fresher products in the stores and possibility to deliver Produce during entire day.
CATEGORY MANAGEMENT DETERGENTS
Category Management project for A-brand supplier Unilever and retailer Jumbo; focus on new presentation rules, based on consumer buying behavior;
project results (including increased sales and profitability) were presented by Unilever CEO during plenary session of ECR Europe congress.
CATEGORY MANAGEMENT DESERTS
Extended Category Management project for A-brand supplier Mona (Campina) and retailer Jumbo; focus on shrinkage reduction of slow-moving fresh products by product rationalization, new product introduction and automatic store replenishment;
change from direct store delivery to central warehouse delivery.
CATEGORY MANAGEMENT WINE
Exploring critical success factors for Wine category of national food retailer; no supplier sponsoring; applying the wine-index of a postal code information system in order to benchmark fair-shares of stores with different wine consuming behavior;
we found and applied an effective and unique critical success factor for the Wine category.
CATEGORY MANAGEMENT AIR REFRESHERS
Category Management project for A-brand supplier and national retailer; wide differences in shelf profitability of sub-categories was reason to rearrange shelf space.
ECR EFFICIENT PROMOTIONS
Project management of Promotion Cost research for A-brand suppliers Campina (dairy), Johma (salads), Uniekaas (cheese), Stegeman (meat products), retailers Jumbo, Konmar, Hermans, and knowledge institutes Coopers & Lybrand and Wageningen University;
the first documented promotion cost analysis for the entire supply chain; result was a large financial improvement opportunity and a “Promotion Protocol” for efficient promotions;
presentation of results by Campina CEO Bob Steetskamp and Joost van der Laan during plenary session of ECR Europe Congress in Amsterdam.
ECR SCORECARD
Translation of ECR Scorecard; ECR SCorecard is used as first phase of many Category Management projects.
CATEGORY MANAGEMENT TRAINING
Category Management training for buyers and category managers of national food retailer; practical case: implementation of space-management system.
CATEGORY MANAGEMENT WORKSHOPS
Developing and performing category management workshops for inter-company groups of 10-12 managers.
EUROPEAN IMAGE SURVEY
Image survey for non-food supplier at retailers in 12 countries; in each country different customer service improvements were identified and implemented.
NATIONAL IMAGE SURVEY
Customer service survey for A-brand supplier of specialty beers at national food retailers; resulting in operational merger of two business units in order to improve trade marketing power.
OUTSOURCING FRESH PRODUCTS DISTRIBUTION
For national food retailer outsourcing of Fresh Products distribution to logistics service provider; selection and negotiations; writing Service Level Agreement and contract; much attention to low and flexible activity based rates.
WAREHOUSE MANAGEMENT SYSTEM
Selection and implementation of WMS system for regional food retailer; improvement of assortment management information, customer service and logistics efficiency.
ECR EDUCATON
Promotion tour for Procter & Gamble in three Baltic states Estonia, Latvia and Lithuania; three 6-hour sessions for local retailers.
EDI PROJECTS
Negotiations for Superunie buying group with consultancy companies on project approach and costs of electronic data interchange (EDI)
OUTSOURCING DISTRIBUTION AND PURCHASING
Selecting new distribution and purchasing partner for national foodretailer Coop; requirement planning; selection and rate negotiations based on Activity Based Costing;
Van Eerd Group became new partner for distribution and Superunie for purchasing
DISTRIBUTION OF DAIRY PRODUCTS
For dairy products supplier and national food retailer comparing of direct store deliveries and central warehouse deliveries of dairy products; independent intermediary to process confidential information; analysis resulted in maintaining direct store delivery system.
LOGISTICS WORKSHOPS FOR COMMERCIAL MANAGERS
Workshops on logistics for multi-company groups of 10-12 commercial managers; Efficient Consumer Response, DPP (Direct Product Profitability), inventory management, food distribution strutures, optimal case-size,
effects of order- and delivery frequency on store shelves, lead-time reduction and prevention of out-of-stocks.
TRANSPORT OPTIMALISATION
Development of transport optimalisation system; rate calculation tool as additional feature.
DISTRIBUTION BLOKKER COMPANY
Project manager development of automated distribution center of Blokker company; automatic pallet elevators and hanging transportation system for roll containers in five story warehouse.
FULL-LINE DISTRIBUTION CENTER ALBERT HEIJN
Project management of development and first site manager of regional full-line distribution center of Albert Heijn in Zwolle.
AUTOMATIC ORDERING SYSTEM
Implementing automatic store replenishment at national food retailer; interface with space-management;
development of business rules for central control of local assortments and shelf presentation.
SHELF VISIBILITY
Improving turnover and profitability of razor blades and batteries Gillette at Albert Heijn,
by moving from counter sales to self-service (“open sale”); development of effective shrinkage prevention measures;
presentation of first results at ECR Congress. Similar project at second national retailer.
SHRINKAGE REDUCTION
Analysis of shrinkage cause and effects for regional retailer resulting in five results:
- effective system for inventory control
- lower administrative shrinkage
- reduction of pricing errors
- (almost) error free data management
- transparent net margin calculations for fresh producs
STORE PRODUCTIVITY
Development and implementation of store productivity planning at three retail companies;
norms for working hours and costs per hour based on Internal Store Benchmarking of activities;
resulting in considerable reduction of labor costs.
ACTIVITY BASED COSTING
Modeling and analysis of distribution system of snacks A-brand supplier; efficiency improvement of out-of-home distribution to 25.000 outlets.
STORE BALANCED SCORECARD
Implementing a Balanced Scorecard for stores of national retailer; a trigger and action system for four success factors:
productive and creative employees, efficient store processes, customer service and customer loyalty, financial results.
ACTIVITY BASED COSTING
Development of Activity Based Costing model of central warehouse, transport and stores of national retailer;
using the system for flexible rates of logistics service provider, output based budgets and employee planning.
COST-PROFIT MANAGEMENT
Development of Cost-Profit Management model for PriceWaterhouseCoopers.
VALUE CHAIN ANALYSIS
VCA project Sara Lee UK; financial analysis of assortment profitability and logistics efficiency. Unexpected profit makers caused product managers to change the assortment.
TRAINING QUALITY COST ANALYSIS
In-company training for consultants and auditors of Quality Assurance company. Quality Cost Analysis is now additional product offering of the company.
RATE NEGOTIATIONS
Rate negotiations for retailer with wholesale company; finding a balance between high delivery frequency and low rates. The new rate structure makes it interesting for both parties to continually search for cost reduction and process improvement.
BUSINESS PLAN ONLINE RETAILING
Screening business plans of two internet retailers for informal investor.
Before 2001 my articles were in Dutch, but after 2001 they are in English. The English articles are published on this site. Older Dutch articles are mainly published
in Dutch trade magazines. If you are interested in an English abstract of any article, please send me an e-mail (Contact Us).
Benefits of Automatic Store Replenishment and Cycle Counting", Retail Economics, June 2006.
Optimal Case-Pack Quantity of FMCG products, Retail Economics, September 2004.
Supply Chain Integration", Executive Outlook, March 2001, p. 8-21.
Sloot L., Van der Velden J., Van der Laan J. en Stok H. (2001), "Het Merken van Versproducten" ("Branding Fresh Products"),
Erasmus Food Management Instituut, EFMI 2001-01, pp 65.
Beuk F., Laan J. van der, Aalst M. van. en Sloot L. (2001), "Online Food Retailing", Erasmus Food Management Instituut, EFMI 2001-04,
pp 80.
"Distributie van Levensmiddelen" ("Food Distribution in the Netherlands"),
Praktijkboek Magazijnen, 2001.
"De toekomst van online food retailing" ("The Future of
Online Food Retailing"),
Tijdschrift voor Marketing, February 2000, p. 70-74.
Van der Laan J., Sloot L., Beuk F. en Aalst M. (2000), "De opkomst van eMarketplaces in de FMCG-sector" ("eMarketplaces in FMCG"), Erasmus Food
Management Instituut, EFMI 2000-06.
"Hoe een supermarkt kan verdienen aan internet" ("How a supermarket can make profitable use of the internet", Food Personality,
January 2000, p. 58-61
Waarom Internet en levensmiddelen elkaar niet verdragen" ("Why Internet and food are incompatible"), Food
Personality, November 1999, p. 34-37
"Teleshopping kan niet rendabel zijn" ("Teleshopping
of food will not generate a profit"), Food Personality, August 1997, p. 42.
"Verbeteren van de resultaten van promoties" ("Improving promotion results
Food Personality, March 1997, p. 22-25.
"Efficient Consumer Response voor supermarktmanagers" ("ECR for store
managers"), Food Personality, March 1996, p. 28-29 and April 1996, p. 8-9.
"Is uw bedrijf al preferred supplier?" ("Are you already a preferred supplier?"),
Sales Management, November 1995, p. 24.
"Zin en onzin over het DPP model" ("Common sense en myths about the DPP model"),
ProdetisReview, June 1995.
"Portfolio analyse voor rendementsverbetering" ("Portfolio analysis for
profit improvement"), Food Personality, May 1995, p. 52-57.
"Hoeveel beleveringen per week" ("Optimising the delivery frequency"),
Levensmiddelenkrant, 28 January 1995.
"Category Management", Yearbook of the Dutch Marketing Association (NIMA),
1995, p. 75-81
"Category Management en ECR leveren 1,7 miljard winst op" ("Category
Management and ECR have a profit potential of 1.7 billion per year"), Food
Personality,
September 1994, p. 8-9.
"Customer Account Profitability draait de zaak om" ("The reversed approach
of Customer Account Profitability"), interview Food Personality, August 1994, p. 6-7.
"DPP, gaat de tijger weer grommen" ("DPP, will the tiger roar again"),
Food Personality, August 1994, p. 19.
"Verbeteren van het rendement van het schap" ("Improving shelf
profitability"),
Levensmiddelenkrant, 7 June 1994, p. 3.
"Het private label als merkartikel" ("Private labels and branding the
store"),
Levensmiddelenkrant, April 1994.
"Betere margemix dankzij groei versgroepen" ("Improving gross margin
with the Coolfresh categories"), Levensmiddelenkrant, February 1994, p. 9.
"De scannende kassa kan zelf bestellen" ("Computer Aided Ordering in
the store"),
Levensmiddelenkrant<, 4 June 1993.
"Concurrentiekracht in de supply chain vergroten door uitbesteding van fysieke
distributie" ("Competitative advantage in the supply chain"),
Tijdschrift voor Inkoop en Logistiek, June 1993, p. 54-64
"Opstellen van vingerafdruk belangrijk middel bij urenplanning"
("Fingerprinting the seasonality of sales and productivity"), Levensmiddelenkrant,
10 April 1993, p. 2.
"Wat is DPP" ("What is Direct Product Profitability"), Seminar
Euroforum,
30 and 31 march 1993.
"Urennormering in de strijd tegen loonkostenstijging" ("Using
productivity systems to reduce store costs"), Levensmiddelenkrant, 13 February 1993, p. 2.
Informatievoorziening en goederenstroombeheersing" ("Information
technology and supply chain management"), Nieuwsblad Transport, 2 November 1989, p. 7.
"Reele tariefstructuur helpt bij optimalisatie van het expeditieproces"
("Improving the transportation proces by using a realistic tariff system"),
Nieuwsblad Transport, 14 September 19.
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