- Type of customer going after and how
- Category non-users to think of the category (development communications)
- Users thinking of coming to category to try the category (category recruitment)
- Influencing new comers to the category to come to the company ( promotion)
- Influencing a particular competitors' heavy / reg/ light / lapsed users to come
- Trying to get customers to put our company into the consideration set
- Trying to get from consideration set to trial ( conversion)
- Trying to get from customers to loyal and heavy customers
- Trying to accomplish this
- By emphasis on GTM - influencing the external world to buy more
- By emphasis on VP - influencing internally to transform itself
- By push or pull
- How are the customers coming to market
- Not coming to market - Need unfelt - not open to product ideas
- Need felt - but not begun looking for products
- Need felt - begun searching - unclear idea of what / where the solutions are
- Need felt - found solutions - but still a niche market
- Need felt - found solutions - experience built up - + and - are known
- Segments appear in solutions
- Readiness to consider : how many people in the population - are at what stage of coming to market
- How many have you in their consideration set
- How many hot prospects - urgent need + budget + plans + authority
- What are we selling : capability ? Products ? Service ? Solution ?
- X axis = Extent of customization.
Y Axis = Extent of order size
Z Axis = Number of customers
FMCG : Low customization, low order size, many customers
Niche FMCG : Low customization, low order size, few customers
B2B "Supplier" : Big order size, low customization, response-credit-delivery
B2B "Vendor" : Big order size, high customization
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