The Sales Chasm   growing sales of technology products Science Learning Centre, AtBristol 6-9pm, 10 June 2010
This evening’s programme 6:45-8:15 Speakers Introduction Martin Coulthard BEN Nigel Hopkins WinZone Consulting David Gilro...
Development of market for a new technology or product – especially if it is innovative, discontinuous, disruptive What’s t...
<ul><li>first published 1991 </li></ul><ul><li>analysed the success – and failures – of tech businesses in the USA </li></...
<ul><li>customers can be considered in 5 groups that exhibit similar behaviour </li></ul><ul><li>there are gaps/discontinu...
<ul><li>both had discontinuous products – and we ‘experienced the sales chasm’ </li></ul><ul><li>Surface Inspection – auto...
Reminder of upcoming BEN events book now at   www.bristolenterprise.com <ul><li>15/6/10 workshop:  User Centred Design 3:3...
provisional programme – subject to change
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Martin coulthard intro - sales chasm

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Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

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Martin coulthard intro - sales chasm

  1. 1. The Sales Chasm growing sales of technology products Science Learning Centre, AtBristol 6-9pm, 10 June 2010
  2. 2. This evening’s programme 6:45-8:15 Speakers Introduction Martin Coulthard BEN Nigel Hopkins WinZone Consulting David Gilroy Conscious Solutions David Sykes Downham Hill Associates 8:15-8:30 Q&A 8:30-9:00 More networking
  3. 3. Development of market for a new technology or product – especially if it is innovative, discontinuous, disruptive What’s the problem? Why?!
  4. 4. <ul><li>first published 1991 </li></ul><ul><li>analysed the success – and failures – of tech businesses in the USA </li></ul><ul><li>gave insights into the causes of the dip in sales growth and labelled it the ‘ sales chasm ’ </li></ul><ul><li>proposed strategies for overcoming this challenge: ‘ crossing the chasm ’ </li></ul><ul><li>became a highly respected ‘bible’ for hi-tech companies and investors </li></ul>Crossing the Chasm, by Geoffrey Moore
  5. 5. <ul><li>customers can be considered in 5 groups that exhibit similar behaviour </li></ul><ul><li>there are gaps/discontinuites between each group </li></ul><ul><li>one is so wide it can be called a chasm, and special strategies are required to cross it </li></ul>The Technology Adoption Life Cycle
  6. 6. <ul><li>both had discontinuous products – and we ‘experienced the sales chasm’ </li></ul><ul><li>Surface Inspection – automatic tile inspection </li></ul><ul><li>took several years to get across – redesign product, building the organisation, subsidiaries in key markets to sell and support </li></ul><ul><li>Stonecube – realistic moving 3D visualisation of print and packaging </li></ul><ul><li>we never crossed! – exited to trade buyer with complementary products and a global sales and support network </li></ul>How did my companies cross the chasm?
  7. 7. Reminder of upcoming BEN events book now at www.bristolenterprise.com <ul><li>15/6/10 workshop: User Centred Design 3:30-6pm Bristol, led by Robert Fraquelli </li></ul><ul><li>22/6/10 workshop: What Entrepreneurs Want 4-7pm Zerodegrees Microbrewery, Bristol tech entrepreneurs only </li></ul><ul><li>September onwards Tech Startup School – series of 11 connected events also some ‘normal’ BEN networking events </li></ul>
  8. 8. provisional programme – subject to change

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