Develop a Customer / Product Matrix pps

Outline for Discussion • Understand the customer, develop a profile • Determining who has the power to buy and why they buy • Break for lunch (12:15 pm) • Developing a customer/product matrix • Small Group Exercise • Company analysis: SWOT Develop a Customer / Product Matrix Customer / Product Matrix Customers Products What are products? • Tangible goods; • a service; • an idea; • or a combination of the above. Some examples? • Examples include plants, shovels, fertilizer, book, pruners, pots, etc. • pick-your-own, entertainment • credit, delivery, design, installation; • composting, low input, organic products What’s your value proposition? Value proposition is a combination of three dimensions: • Quality: high or low • Money: cheap or expensive • Time: little or lots What’s your value proposition? Value proposition is a combination of three dimensions: •Quality • Money •Time Value proposition for . . • McDonalds • Starbucks [...]... • Display gardens • HGTV • Planning, planting • Harvesting Educational Experiences • • • • • • Disney Institute Master Gardener Clinics & Seminars Show & tell Problem solver Discussions with avid gardeners • Learning first hand Absorb Active Escapist Experiences • • • • Garden adventures Tour groups Relaxing, reading Watching wildlife, birds, butterflies Active Immerse Passive Experiences Passive •... (benefit) of the paid experiences is the creation of a lasting memory To an extreme, experiences even change the individual (transformation) The individual pays not just for another product or service, but the experience Just another doll store? Just another sporting goods retailer? Experiences Absorb Passive Active Immerse Absorb Passive Entertainment Experiences • Public gardens • Garden & flower shows...Economic development Agricultural Economy Industrial Economy Service Economy Evolution of the birthday celebration (aka party) Good Commodity Evolution of the birthday celebration (aka party) Service Experience How do these differ? • Commodities are produced in the agricultural economy • Goods are sold in the industrial economy • Services are provided in the service economy • Experiences are marketed... Enjoying social occasion or celebrating events in a garden • Relaxing with friends and family • Enjoying a beautiful environment Immerse Different products, different experiences • How many different kinds of experiences can you create with your products & services? • What kind of memories can you create bringing people & your stuff together? • Can others create these kinds of experiences at a profit... How many different experiences can they have (repeat business)? Different groups, different reasons • Experiences happen within the person, creating a lasting impression or memory • What’s the value of a memory? • Help businesses determine when clients want active and passive experiences, and when they want to be immersed in an environment or to absorb information Uncle John’s Cider Mill During Peak... John’s Cider Mill During Peak Season Cider Making Train ride Hay Rides School tours Weekend Entertainment z z z z z z z Car Show Arts & Crafts Kids Fest Country Bands Juggler Cloggers Much More! Other Areas z z z z z z E-commerce Off season newsletter Increasing stops by tour busses Linking with other attractions Growth of Deli Winery (added 2004) Future Goals Goals ... Potential? Commodity Service $1 Good < $0.001 Experience $5 $0.01 Product Pricing 45 40 40 35 30 25 20 15 15 10 5 0 0.1 1 Commodity Good Service Experience Experiences differ from services • Experiences and services are distinct offerings • Experiences are as distinct from services as services are from products • Services are performed for the person (or property), experiences happen within the person • A . Company analysis: SWOT Develop a Customer / Product Matrix Customer / Product Matrix Customers Products What are products? • Tangible goods; • a service; • an idea; • or a combination. • Understand the customer, develop a profile • Determining who has the power to buy and why they buy • Break for lunch (12:15 pm) • Developing a customer/ product matrix • Small Group Exercise. birthday celebration (aka party) Good Commodity Service Evolution of the birthday celebration (aka party) Experience How do these differ? • Commodities are produced in the agricultural