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Re(dizajn) servisa
 

Re(dizajn) servisa

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Prezentacija daje uvod u osnovne principe Customer Development metode za uspostavljanje Start-upa.

Prezentacija daje uvod u osnovne principe Customer Development metode za uspostavljanje Start-upa.

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    Re(dizajn) servisa Re(dizajn) servisa Presentation Transcript

    • (Re)Dizajn servisa Dejan Restak CEO & Founder @ Vibe Network ex Mondo.rs - Wireless Media ex B92.net
    • Definicija tr žišta
      • Skup aktivnih i potencijalnih kupaca/korisnika/posetilaca
      • Za dati skup servisa ili proizvoda
      • Koji imaju zajednički skup potreba i želja
      • Koji referenciraju jedni druge kada donose odluke o kupovini
      “ Ako dvoje ljudi kupi isti proizvod a nemaju načina da referenciraju jedan drugog, oni nisu pripadnici istog tržišta” – Crossing the Chasm, Geoffrey A Moore “ Nijedna kompanija ne može priuštiti da plati za svaki pojedinačni marketing kontakt”
    • Prihvatanje inovacije – Rodžers Everet (Rogers Everett)
    • Kako preskočiti ponor – Džefri Mur (Geoffrey A Moore) Inovatori – vole sve što je novo, tolerišu bagove, ne zadržavaju se dugo Vizionari – traže inspiraciju, totalnu promenu, nov servis, nov proizvod, koncept Pragmatisti – Traže sigurne i postepene promene na bolje, nije potrebna inovacija, lojalni Konzervativci – Ne vole promene, idu na provereno i ostaju dugo Negativci – Nema vajde, minimiziramo štetu
    • Kako se to uglavnom radi Concept Product Dev. Alpha/Beta Test Launch/ 1 st Ship
      • Create Marcom
      • Materials
      • - Create Positioning
      - Hire PR Agency - Early Buzz - Create Demand - Launch Event - “Branding”
      • Hire Sales VP
      • Pick distribution Channel
      • Build Sales Channel / Distribution
      Marketing Sales
      • Hire First Bus Dev
      • Do deals for FCS
      Business Dev. Engineering
      • Write MRD
      • Waterfall
      • Q/A
      • Tech Pubs
    •  
    • Biznis model Svaku kompaniju opisuje 9 osnovnih elemenata
    • 1. S egment klijenata Koje klijente i korisnike opslužujete? Šta oni zaista žele da im učinite?
    • 2. Vaša ponuda (Value proposition) Šta nudite? Šta to njima čini? Da li im je bitno i koliko?
    • 3. Kanali (channels) Kako pristupi svakom segmentu klijenata? Kojim tačkama interakcije?
    • 4. Odnosi sa klijentima i korisnicima Kakve relacije uspostavljate sa svakim segmentom? perosnalne? automatske? akvizicija? zadržavanje/lojalnost?
    • 5. Izvori prihoda Šta su vaši klijenti i korisnici spremni da plate? Koliko? Kako? Da li su prihodi periodični (pretplata), transakcionog tipa (prodaja ogl.prostora), servisni, po projektu?
    • 6. Ključni resursi Koji resursi obezbeđuju vaš biznis model? Koja sredstva su esencijalna?
    • 7. Ključne aktivnosti Koje aktivnosti morate da radite jako dobro u vašem biznis modelu? Šta je ključno?
    • 8. Ključni partneri Koji partneri i dobavljači obezbeđuju vaš biznis? Na koga morate da se oslonite? Od koga zavisite?
    • 9. Struktura troškova Koja je rezultujuća struktura troškova? Koji to ključni elementi čine vaše troškove?
    •  
    • Business Canvas #1 - Powerful sellers - Server providers - Variable costs: server and traffic maintenance costs - Fixed Cost: rent, salaries Seller side: - transaction fees Buyer side: - targeted ads - Maintaining online buyer/seller communities and credibility of transactions - Promotion of website and brand - Physical resources (IT infrastructure) - Existing social networks -Buyer and seller communities, - Brand awareness
      • Web & App sales
      • - Online social networks
      Seller: - Access to large online customer pool - Bulk sales with reduced commission Buyer: - Better discounts - Automated services - Communities of buyers and sellers - Co-creation of value through customer feedback Multi-sided platform Seller: Pro-sellers in Amazon and eBay who sell electronics Buyer: Online shoppers
    • Business Canvas #2 - Variable costs: server and traffic maintenance costs - Fixed Cost: rent, salaries Seller side: - transaction fees Buyer side: - targeted ads - Maintaining online buyer/seller communities and credibility of transactions - Promotion of website and brand - Physical resources (IT infrastructure) - Existing social networks -Buyer and seller communities, - Brand awareness
      • Web & App sales
      • - Online social networks
      Seller: - More customer traffic - Bulk sales with reduced commission Buyer: - Better discounts - Power to choose product deal - Buyer community feedback on products and sellers - Automated services - Communities of buyers and sellers - Co-creation of value through customer feedback Multi-sided platform Seller: Trustworthy online sellers with verifiable websites Buyer: Online shoppers who are willing to wait to get significant discounts on products
    • Business Canvas #3
      • Sellers who need more traffic
      • Server providers
      • Established services - Online Marketing : Google/Facebook
      • Variable costs: server and traffic maintenance costs - Fixed Cost: rent, salaries
      • - Online ad campaigns
      Seller side: - transaction fees Buyer side: - targeted ads - Maintaining online buyer/seller communities and credibility of transactions - Promotion of website and brand - Physical resources (IT infrastructure) - Existing social networks -Buyer and seller communities, - Brand awareness
      • Web & App sales
      • Online social networks
      • Online advertising
      Seller: - More customer traffic - Bulk sales with reduced commission Buyer: - Better discounts - Power to choose product deal - Buyer community feedback on products and sellers - Automated services - Communities of buyers and sellers - Co-creation of value through customer feedback Multi-sided platform Seller: Trustworthy online sellers with verifiable websites Buyer: Online shoppers who are willing to wait to get significant discounts on products
    • Business Canvas #4
      • Sellers who need more traffic
      • Server providers
      • Established services - Online Marketing : Google/Facebook
      • -Payment Gateway : Paypal - Customer Service (Front side webservice) : Self - Customer Service (Product side) : Sellers - Delivery : Sellers
      • Variable costs: server and traffic maintenance costs - Fixed Cost: rent, salaries
      • - Online ad campaigns
      Seller side: - transaction fees Buyer side: - targeted ads - Maintaining online buyer/seller communities and credibility of transactions - Promotion of website and brand - Physical resources (IT infrastructure) - Existing social networks -Buyer and seller communities, - Brand awareness
      • Web & App sales
      • Online social networks
      • Online advertising
      • Seller: - More customer traffic
      • Bulk sales with reduced commission
      • - Access to customer contact information
      • Cross-sell their products. - Site advertising - Power to create deals
      • Buyer: - Better discounts
      • - Power to choose product deal
      • - Buyer community feedback on products and sellers
      - Automated services - Communities of buyers and sellers - Co-creation of value through customer feedback Multi-sided platform Seller: Trustworthy online sellers with verifiable websites Buyer: Online shoppers who are willing to wait to get significant discounts on products
    • Business Canvas Final
      • Sellers who need more traffic
      • Server providers
      • Established services - Online Marketing : Google/Facebook
      • - Payment Gateway : Paypal - Customer Service (Front side webservice) : Self - Customer Service (Product side) : Sellers - Delivery : Sellers
      • Variable costs: server and traffic maintenance costs - Fixed Cost: rent, salaries
      • - Online ad campaigns
      Seller side: - transaction fees Buyer side: - targeted ads - float money
      • Growing and maintaining online buyer/seller communities and credibility of transactions - Promotion of website and brand
      • - Establishing credibility
      - Physical resources (IT infrastructure) - Existing social networks -Buyer and seller communities, - Brand awareness
      • Web & App sales
      • Online social networks
      • Online advertising
      • Seller: - More customer traffic
      • Bulk sales with reduced commission
      • - Access to customer contact information
      • Cross-sell their products. - Site advertising - Power to create deals
      • Buyer: - Better discounts
      • - Power to choose product deal
      • - Buyer community feedback on products and sellers
      - Automated services - Communities of buyers and sellers - Co-creation of value through customer feedback Multi-sided platform Seller: Trustworthy online sellers with verifiable websites Buyer: Online shoppers who are willing to wait to get significant discounts on products