Dan 2-1-15 R5 Light Customers

7/21/2019 Dan 2-1-15 R5 Light Customers

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Defining Customer Segments

Module 2 1 light

Dr. Dan L. Shunk Professor, Arizona State Uni ersit!P"MSA Chair, C#$%S Uni ersidadAd&un't (a'ult!, Milan Pol!te'hni'

dan.shunk)asu.eduUSA *+ 2- +/0+ hone

USA *+ 2- +/03+ 2 fa4 1


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$he 5usiness Model Can as

A rationale for how the

organization createsdelivers and captures

value

2


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5usiness Model Can as Course Stru'tureKP - Key Partners

8Who are your key Partners?Who are our key uppliers?

Which Key !esources are we ac"uiringfro# partners?

Which key activities do partners perfor#?

$

KA - Key Activities%

What Key Activties do our &alue Propositionsre"uire?

'ur (istri)ution *hannels?*usto#er relationships?

!evenue trea#s?

K! - Key!esources

+What Key !esources do our &alue

Propositions re"uire?'ur (istri)ution *hannels? *usto#er

!elationships?

&P -&alueProposition

,What value do we deliver to the custo#er?

Which one of our custo#er s pro)le#s are wehelping to solve?

What )undles of products . services are weoffering to eac h custo#er seg#ent?

Which custo#er needs are we satisfying?$

*! - *usto#er!elationships

/What type of relationship does each of our

*usto#er eg#ents e0pect us to esta)lish and#aintain with the#?

Which ones have we esta)lished?1ow are they integrated into the rest of the

)usiness #odel?

*1 2 *hannels3

4hrough which channels do our custo#erseg#ents want to )e reached?

1ow are we rea ching the# now?

1ow are our channels integrated ?

* - *usto#ereg#ents

56or who# are we crea ting value?

Who are our #ost i#portant custo#ers?

!7& 2 !evenue

6or what value are our c usto#ers really to pay?6or what do they currently pay?

* - *ost tructure9

What are the #ost i#portant costs inherent in our )usiness #odel?

Which Key !esources are the #ost e0pensive?

Which Key Activities are #ost e0pensive?


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5uilding 5lo'k6 CustomerSegments

7ho do 8e 'reate alue for9 7nd consu#er or )usiness organization (efining characteristics of custo#er seg#ent :ocal ; !egional ; road or narrow #arket niche?

4

A business model can target multiple customer

segments


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1 0 Customer Segments

'rganization serves one or severalcusto#er seg#ents

4his defines the different grou s ofeo le or organizations an

enter rise aims to rea'h andser e.

4here are different types ofcusto#er seg#ents


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$! es of Customer Segments

1. Mass Market 'ne large group with )roadly si#ilar interests

2. :i'he Market pecific@ specialized custo#ers

. Segmented (ifferent target #arkets with slightly different needs and

pro)le#s

;. Di ersified erving two unrelated custo#er seg#ents

/. Multi0sided Markets erving two or #ore interdependent custo#er seg#ents@ e g a

credit card co#pany with large custo#er )ase and large supplier )ase


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2


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Defining and Communi'ating%our


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"t Comes Do8n to the


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7hat is


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7hat is ased*$em oral?-

Conte4t0>ased Strategi' 5asis for (uturePositioning in theSu l! :et8ork

Fy 4ake-Aways@i ens6 Cost $ime A aila>ilit!

Added6 Customer

D!nami's Commonalit! Understanding Colla>oration


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uestions for De elo ing a etter respond to the needs of

their custo#ers? =#prove productivity and cycle

ti#es? =#prove "uality? (eliver superior custo#er

service? 'ther?

13


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uestions for De elo ing a


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Aligning %our Solution toCustomer :eeds and 7ants

>etter Ii e greater sensitivity@ #ore accurate diagnostics@enhanced clarity@ higher relia)ility i#proved e0perience etc J

6aster Ii e reduce the ti#e for custo#ers to achieve desired

results@ reduce cycle ti#es etc J *heaper Ii e reduce operating costs@ reduce capital costs etc J >rave


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5uilding 5lo'k6


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Me4i'ali Aeros a'e "ndustr!@a s a


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0 Channels

(elivering value to custo#ers throughco##unications@ distri)ution and sales

channels 1ow the co#pany co##unicates with and

reaches its targeted custo#er seg#ent to

deliver value


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Channel Phases

5 Awareness 2 how raise awareness, 7valuation 2 how help custo#ers evaluate

our value proposition3 Purchase 2 how allow custo#ers to

actually purchase specific products orservices

/ (elivery 2 how deliver the valueAfter ales 2 how support post-purchase


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; Customer elationshi s

7sta)lishing and #aintaining relationshipswith each custo#er seg#ent

4here are #any types of relationships Personal assistance - *o##unities (edicated personal assistance elf-service - *o-creation Auto#ated services


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#le ating %our Strategi' Position

CustomerSatisfaction

Customer ... ..

(a 1990s viewin every company I visit)

Options to Consider ****

Strategic Issue:

What will differentiate youfrom your competitionin the 21st Century?

Success


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Customer Dis'o er! $i s

=nventory your current industry contacts Professors, class mates, advisors, colleagues,

friends

Develop more contacts when youve exhausted your current list: trade shows, meetings, socialmedia, etc.

*reate interview script Practice your interview et Appoint#ents


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@round ules for "nter ie8ing

ule 1 Adopt a )eginner s #ind :isten with a fresh pair of ears and avoidinterpretation

Explore unexpected jobs, pains, and gains in particular. ule 2 :isten #ore than you talk

our goal is to listen and learn, not to inform, impress, or convince yourcustomer of anything.

!void wasting time tal"ing about your own beliefs, because its at theexpense of learning about your customer.

ule Det facts@ not opinions Dont as", #$ould you...%& !s", #$hen is the last time you have...%&

ule ; Ask why to get real #otivations !s", #$hy do you need to do'%& !s", #$hy is(((important to you%& !s", #$hy is(((such a pain%&


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@round ules for "nter ie8ing

ule / 4he goal of custo#er insight interviews is not selling Ieven if a sale isinvolvedJ it s a)out learning

Dont as", #$ould you buy our solution%& !s" #what are your decisioncriteria when you ma"e a purchase of'%&

ule + (on t #ention solutions Ii e @ your prototype value propositionJ tooearly

Dont explain, #)ur solution does'& !s", #$hat are the most important things you are struggling with%&

ule 6ollow up

*et permission to "eep your interviewees contact information to comebac" for more +uestions and answers or testing prototypes. ule 3 Always open doors at the end

!s", #$ho else should tal" to%&


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#4er'ise

Please select one custo#er seg#ent of our )usiness develop#ent list

Please use Ale0 s worksheets and discusseach of the sections

>e prepared to discuss in ,$-3$ #inutes

2/


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7hat Did %ou =ear9

Lour take-aways are very i#portant

for these early #odules

2+


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An "ntrodu'tion to the CustomerDe elo ment Pro'ess Ste e 5lank

http ;;startupweekend wistia co#;proGects

;zt+58zz$r% http ;;www youtu)e co#;watch?vMr

+f1W9p!ek.listMP:yNOy!7c'a5%$=Kgo*dcOn DlWc 0hdi#

27
http://startupweekend.wistia.com/projects/zt618zz0r7http://startupweekend.wistia.com/projects/zt618zz0r7http://www.youtube.com/watch?v=rS6fHW9pRek&list=PLyJQyREcOa170IKgoCdcQnXGlWcSxhdimhttp://www.youtube.com/watch?v=rS6fHW9pRek&list=PLyJQyREcOa170IKgoCdcQnXGlWcSxhdimhttp://www.youtube.com/watch?v=rS6fHW9pRek&list=PLyJQyREcOa170IKgoCdcQnXGlWcSxhdimhttp://www.youtube.com/watch?v=rS6fHW9pRek&list=PLyJQyREcOa170IKgoCdcQnXGlWcSxhdimhttp://www.youtube.com/watch?v=rS6fHW9pRek&list=PLyJQyREcOa170IKgoCdcQnXGlWcSxhdimhttp://www.youtube.com/watch?v=rS6fHW9pRek&list=PLyJQyREcOa170IKgoCdcQnXGlWcSxhdimhttp://startupweekend.wistia.com/projects/zt618zz0r7http://startupweekend.wistia.com/projects/zt618zz0r7

Dan 2-1-15 R5 Light Customers

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