Phát triển một khách hàng Sản phẩm Matrix

Phát triển một khách hàng Sản phẩm Matrix

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) • Small Group Exercise

• Company analysis: SWOT

Develop a Customer / Product Matrix

Customers Products

What are products?

• Tangible goods; • a service;

Some examples?

• pick-your-own, entertainment

• composting, low input, organic products

Value proposition is a combination of three dimensions:

• Quality: high or low • 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

Work is Theatre & Every Business is a Stage

Harvard Business School Press, 1999

Economic development

Agricultural Economy

Service Economy Industrial

Economy

Good

Commodity

Service

Evolution of the birthday celebration (aka party)

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

$15

Service

$1

Service

0.1 1

15

40

0 5 10 15 20 25 30 35 40 45

Commodity Good

Service Experience

• 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 result (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 foranother product or service, but the experience

Just

another doll

store?

Just another sporting goods retailer?

Absorb

Immerse

ActivePassive

Experiences

• Garden & flower shows

• HGTV

• Planning, planting • Harvesting

Educational

• Disney Institute • Master Gardener

• Relaxing, reading • Watching wildlife,

birds, butterflies

• Enjoying social occasion or

celebrating events in a garden

• Relaxing with friends

Passive

and family

• Enjoying a beautiful environment

• How many different kinds of

experiences can you create with yourproducts & services?

• Can others create these kinds of

experiences at a profit (monopoly)? • How many different experiences can

they have (repeat business)?

• 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 Season

Cider MakingHay Rides

What was your experience?

the experience (what was the profit potential)?

memories in your business or industry?

Work is Theatre & Every Business is a Stage

Harvard Business School Press, 1999

“Whole Package”

• bundle of attributes = • core product

• + package

• + augmentation (bells & whistles)

• starting place (core product)

• actual product includes features, functions, benefits, and uses

• feature is the technical aspect • function is what it does (uses)

• feature is the technical aspect • function is what it does

• uses are how it can be used

• Feature

• Function & Uses • Benefit

• One of the best tools a business can use to allocate scarce resources is the

Customers Products

• Does a business or a family/household or an individual use the product?

• That should be your unit on the customer side

• Then, describe different groups of those customers in detail

• Create groups of similar customers

• Consider features and benefits

• Consider different sizes and colors • Consider offering “good, better, best”

value combinations

Customers Products

Homeowners Renters Businesses Four inch

Window box Large planter

Customers Products

Homeowners Renters Businesses Red

Pink White

• The key to a good customer product matrix is how exhaustive the rows and columns are

• Divide your current customers into relatively small homogenous groups

• Divide your products into small, descriptive pieces as well

Customers Products

Daily Weekly Special Occasion Frappuchino

Espresso Tea

Customers Products

Millenials Gen X Boomers 4-H

Evening programs Technical seminars

• The key to a good customer product matrix is how exhaustive the rows and columns are

• Divide your current customers into relatively small homogenous groups

• Divide your products into small, descriptive pieces as well

Customers Products