Customers & Market (v. 2016 ita)

Customers & Market

Frieda Brioschi / Emma Tracanella [email protected] / [email protected]

IED, 8 Nov 2016Lesson 4/2016

mailto:[email protected]

mailto:[email protected]

4. Customers & Market

Course program

1. Start-ups

2. Business Model & Canvas

3. Value Proposition Design


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Recap

3


Greetings from Dubai!

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The Business Model CanvasDuring last lesson we discussed what is a business model and how fulfill a business model canvas, looking into each part:

• Value proposition

• Customer segments

• Channels

• Customer relationship

• Revenue streams

• Key resources

• Key partner

• Key activities

• Cost structure

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4. Customers & Market6

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4. Customers & Market7 https://www.flickr.com/photos/osterwalder/7888051104/


Value proposition templates

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Messaging & Positioning

9 https://www.template.net/design-templates/psd/value-proposition-template/


Essential levels

10 https://www.template.net/design-templates/psd/value-proposition-template/


Target market

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Target market

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• Who are your customers? Who will buy your product?

• People purchase products or services for three basic reasons:

• To satisfy basic needs.

• To solve problems.

• To make themselves feel good.

http://sbinfocanada.about.com/cs/marketing/a/targetmarket.htm


Definition

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1. Look at your current customer base

2. Check out your competition

3. Analyze your product/service

4. Choose specific demographics to target

5. Consider the psychographics of your target

6. Evaluate your decision

http://www.successdesigns.net/articles/entry/how-to-define-your-target-market/


Segmentation by demographics

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• Age: children, teens, young, middle, elderly • Location • Gender: male, female • Education: high school, college, university

• Income: low, medium, high • Marital status: single, married, divorced • Ethnic and/or religious background • Occupation • Family life cycle: newly married, married for 10 – 20 years, with or

without children.

http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm


Segmentation by psychographics

15 http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm

• Personality

• Values

• Lifestyle: conservative, exciting, trendy, economical

• Social class: lower, middle, upper

• Opinion: easily led or opinionated

• Activities and interests: sports, physical fitness, shopping, books

• Attitudes and beliefs: environmentalist, security conscious.

• Behaviour


Here’s the problem with target markets: They’re too big.


Narrowing your target market

"Companies that try to be all things to all customers are sure to fail.”

• The Dangers of Being Unfocused

• Become an Expert in one Area (Starbucks!)

• Do the Market Research

• Tweak your Marketing

http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html


Matter of balancing

http://www.educationbusinessblog.com/2007/07/target_market_selection_1.html?p=42


ReassessLook at Your Product or Service with a Fresh Light

• There are enough potential customers within your target audience?

• Will your target market benefit from your product or service?

• Will this target market see a true need for it?

• Can your target market afford your product or service? how frequently?

• Can you reach your market with your message?


Kinds B2B B2C

http://plantostart.com/how-to-define-target-market-product/


B2B

Your business model is to make a product or service and charge other companies for using it.

The advantage of this model is that companies have money and they are willing to spend it on a product/service, which improves their daily operations, helps them sell more or communicate better.

Google, Cisco, MySQL and others are using this model.


B2C

Your business model is to make a product or service and charge consumers for using it. Even though most people think this is a very profitable model, most often companies need to have at least hundreds of thousands of users in order to earn enough money to maintain and expand the business.

This model is being used by Starbucks, McDonald’s, Amazon and others.

4. Customers & Market23 https://petovera.com/b2b-v-b2c-content-marketing-which-is-the-best-approach-for-your-audience/




H2H?

http://www.hellosoutherly.com/what-does-h2h-instead-of-b2b-b2c-mean-for-business-storytelling/


B2B Vs B2C e-commerce

http://blogs.bazara2z.com/b2b-e-commerce-not-b2c/


Case study: Creography

http://www.thismarketerslife.it/digital/cronache-campagna-crowdfunding-great-meetings-notebook-creography/

http://www.thismarketerslife.it/digital/cronache-campagna-crowdfunding-great-meetings-notebook-creography/