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Geoffrey Moore speaks at the UC Berkeley Digital Media Conference about Crossing the Chasm 2.0--Focus on Digital Media Businesses. To find out more about Geoffrey Moore please visit: http://www.geoffreyamoore.com Geoffrey Moore on Twitter: http://www.twitter.com/geoffreyamoore Geoffrey Moore on Google Plus: http://gplus.to/geoffreyamoore
Citation preview
Crossing the Chasmvs.
Spinning Up the Web
Berkeley >PlayOctober 29, 2011
Venture Agenda: High-Tech Market Development Models
B-2-B Markets– Crossing the Chasm
B-2-C Markets– Spinning up the Web
Comparing Critical Success Factors– Chasm vs. Web
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Crossing the ChasmB-2-B High-Tech Market Development
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Pragmatists’ view of whole product maturity drives the adoption of new technology.
Innovators EarlyAdopters
Early Majority Late Majority Laggards
Techies:Try it!
Pragmatists:Use it when it’s ready!
Conservatives:Make sure it’s ready!
Skeptics:Never happen!
Visionaries:Be the first mover!
Technology Adoption Life Cycle
Minimum set of products and servicesto fulfill target customer's reason to buy.
CoreOffering
Hardware
SoftwareApplicationEngineering
Peripherals
Design
Installationand support
Databases
Outsourcing
ComplementaryProducts
ComplementaryServices
The Whole Product
Chasm
Tornado
BowlingAlley
Main Street
EarlyMarket
Market Development ModelOffers Evolve with Whole Product Maturity
Custom projects forVisionaries
Segment-specific solutions for
pragmatists in pain
Standard products forpragmatists with budgets
Proven systems for cost-conscious conservatives
1. Target Customer
2. Compelling Reason to Buy
3. Whole Product
4. Partners and Allies
5. Sales Channel
6. Pricing
7. Competition
8. Positioning
9. Next Target
Pragmatist in Pain
Complete solution
Can manage complexity
Current alternatives
Next growth segment
Broken m/c process
Ready to fill in the gaps
Rewards for all parties
Differentiating focus
Crossing the Chasm FrameworkA Playbook for B-2-B Market Development
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And that’s how you grow a B-2-B market!
Spinning up the WebB-2-C Digital Market Development
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Engagers create the dynamics of digital market development
Innovators EarlyAdopters
Early Majority Late Majority Laggards
Enthusiasts:Be 1st to try it!
Engagers:Check it out!
Reluctants:Wait!
Rejecters:Beware!
Evangelists:Believe in it!
Identity Modification Life Cycle
Brand/Identity Interactions*Levels of Engagement & Commitment
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A
B
C
D
I respect what you do, and believe what you say.
You are part of what I am. By choosing you, I express myself.
You express my dreams, and I want to do more to help your cause.
I never imagined this was possible. You are reshaping my identity.
* Model developed in collaboration with Schireson Associates
I select your offers over others whenever they are available.
I not only purchase your offers but display them proudly.
I will go the extra mile to play a part in your world.
I will camp out all night to be first in line when you open.
Level of EngagementLevel of Commitment
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VIRALITY ACQUISITION
ENGAGEMENTMONETIZATION
StarterMotor
Spinning Up Volume Operations on the WebRunning Experiments in Tandem
Spinning Up the WebMetrics that Will Drive Your Programs
Grow Acquisition– Rate of gaining new users (velocity & acceleration)
Grow Engagement– Average length, depth, and frequency of user engagement
Grow Virality– # of new customers coming from existing customers over time
Grow Monetization– Percentage & amount of participation, plus rate of change
Increase Promotional Productivity– Yield relative to acquisition, engagement, virality, monetization
Reduce Churn– Rate of losing existing users (velocity & acceleration)
Increase Lifetime Customer Value– DCF value to date, plus rate of change
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And that’s how you grow a B-2-C market!
Critical Success FactorsCrossing the Chasm vs. Spinning up the Web
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Critical Success FactorsWhat Venture Investors Look For
Disruptive technology
Compelling reason to buy
Customer domain expertise
Whole product focus
Agile services-led offer development
Distinctive cool factor
Leveraged access to market
Web-tech expertise
User experience focus
Agile data-driven product development
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Crossing the Chasm Spinning Up the Web
Different horses, different riders—same trail!