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ThoughtCommons Buyer Utility Map
 

ThoughtCommons Buyer Utility Map

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    ThoughtCommons Buyer Utility Map ThoughtCommons Buyer Utility Map Presentation Transcript

    • Simply stated, business has just two functions, innovation and marketing. But only the seasoned managers understand the complexity behind this simplicity. Buyer Utility Map help managers break the utility for their consumers and generate innovative ideas
    • People don’t use products, they indulge in experiences Idea generators need to focus on experiences and not on products
    • Buyer’s experience can be better understood by dividing it into six stages, these are six different occasions where marketers can create value for their buyers
    • Purchase How easy it is to find the product, the attractiveness and accessibility of the store, the level of comfort the speed with which purchases are made.
    • Purchase Delivery The speed and convenience of product delivery, the ease of unpacking and installing the product.
    • Purchase Delivery Use What training or expert assistance is required while using the product, ease of storing the product, the effectiveness of the product's features and functions.
    • Purchase Delivery Use Supplements Other accessories that are used along with the product.
    • Purchase Delivery Use Supplements Maintenance Ease of maintaining the product and the amount of expert assistance required.
    • Purchase Delivery Use Supplements Maintenance Disposal If the product generates waste, the ease of disposing drills consumer’s mind off!
    • Purchase Delivery Use Supplements Maintenance Disposal
    • Thinking ahead, there are six different ways of innovating and creating value in each of these stages
    • The innovation helps customers do things faster, better or in different ways. Customer Productivity
    • The innovation offers enhanced ease-of-use. Customer Productivity Simplicity
    • The innovation makes a desired activity easier to perform. Customer Productivity Simplicity Convenience
    • The innovation minimizes customers' financial or physical risks. Customer Productivity Simplicity Convenience Risks
    • The innovation delights customers. Customer Productivity Simplicity Convenience Risks Fun and Image
    • The innovation facilitates recycling and other environmentally sensitive practices. Customer Productivity Simplicity Convenience Risks Fun and Image Environment Friendliness
    • Customer Productivity Simplicity Convenience Risks Fun and Image Environment Friendliness
    • This approach help managers think of 36 opportunity types to create value for buyers…
    • Purchase Delivery Use Supplements Maintenance Disposal Customer Productivity Simplicity Convenience Risks Fun and Image Environment Friendliness
    • So what’s your next big idea? Source: Kim, W. Chan and Mauborgne, Renee; "Knowing a Winning Business Idea When You See One"; Harvard Business Review; September-October 2000.