• On Page Factors:
– Update content frequently
– Optimized titles & URLs
– Optimized Content
– Meta Tags
• Authority Factors (valued links, known
brands, famous authors, celebrities)
Optimization FactorsOptimization Factors
• SEO Site Explorer
• Directory Listing Services/Publishers:
– Tom Tom
• Data Aggregators:
Get ListedGet Listed
Three (Three (33))
Levels ofLevels of
• Core benefitCore benefit: the most fundamental
value offered by the product.
• Basic/actual productBasic/actual product: the minimum
product offering needed to deliver the
• Augmented benefitAugmented benefit: Features that go
beyond a customer’s most basic
What is a “What is a “PRODUCTPRODUCT””
How tHe InternetHow tHe Internet
• Services: are dependent upon stored
information and can be broken down as
routine interactions with customers.
• Many services are ideal for delivery via
the Internet (ex. travel services.)
• Intangibility: The internet can help to
make intangible services seem MORE
tangible through virtual tours, video clips,
and advanced technologies.
• SimultaneitySimultaneity: Since buyers can access
the Internet 24x7x365, the buyer and the
seller do NOT have to be in the same
place at the same time.
• HeterogeneityHeterogeneity: You can provide
EVERYONE with customized information
based on each persons’ interests,
hobbies, passions, values, etc.
• PerishabilityPerishability: Excess inventory can be
Terms to UnderstandTerms to Understand
• FedEx customers track their orders
• Apple customers can download
documentation from their website.
• Pre and post-sales support and customer
• Fulfillment options.
How theHow the 2I2Is Affects Affect
Product OfferingsProduct Offerings
• Redevelop aspects of the product to meet
your own personal needs/requirements.
• Firms can provide more personalized/
• Increases stickiness as customers remain
on your website to customize offerings.
• Enables firms to offer augmented value by
interacting with customers.
• Allows companies to quickly gather specific
• Customers can be directly involved in the
product development process.
• Demands that organizations have the systems
and processes to record each customers’
specific needs and give customers access to
their account information.
• Must support both online and offline customer
• First, you register!
• Then you can customize the information you
receive to match your interests, needs, values,
lifestyle, hobbies, political affiliations, favorite
reading materials, religious leanings, ethnic, and
cultural proclivities, product interests, sexual
orientation and activities, volunteer
work/community engagement, news
• IP address, cookies, websites visited, links
clicked on, RSS, documents downloaded…
DO YOU SEE A PROBLEM?DO YOU SEE A PROBLEM?
market of onemarket of one
Level of customization and
customer service at which a
customer feels that he or she is
an exclusive or preferred
customer of the firm.
• Your customers determine the product
features and benefits they want.
How Customers Contribute
to Product Development
• “Learn as you go” approach
• Sense and respond
With the Internet…With the Internet…
• Idea GenerationIdea Generation
• Idea ScreeningIdea Screening
• Concept Development
• Product Design
• Prototype Development
• Test Marketing
Product Development ProcessProduct Development Process
Finding and evaluatingFinding and evaluating
NEW IDEASNEW IDEAS
is theis the
in every tyPe ofin every tyPe of
orgAnizAtion tHAtorgAnizAtion tHAt
trAnsforms fromtrAnsforms from
goodgood toto greAtgreAt,,
certAin quALitiescertAin quALities
““Your work is going to fill a
large part of your life, and the
only way to be truly satisfied
is to do what you believe isdo what you believe is
great workgreat work. . .”.”
That’s How It’sThat’s How It’s
Been DoneBeen Done
DD DefineDefine the problemthe problem
OO OpenOpen your mind & applyyour mind & apply
creative techniquescreative techniques
II IdentifyIdentify the Solutionthe Solution
TT TransformTransform : implement the: implement the
solution using an action plansolution using an action plan
Task Owner Contributors Start End Contingencies Status
1. Find new
Dominika Shelly Ann 12/1 12/15 Available capacity Open
Supapan Paravee 11/20 12/1 “Buy in from
Yasmin Dominika 01/12 03/12 Funding
Maintenance Housing Childcare Summer
HVAC Systems Painting Summer Job
Waste Disposal Rent Collection On-Premises
Approach!Approach!• Product/Service Perspective: Is
something WRONG with the product?
• Planning Perspective: Are our
business plans faulty?
• Potential Perspective: If we increase
our workload, projects, service
offerings, how would we achieve this?
• People Perspective: Do we have the
right people in the right jobs?
Problem Being AddressedProblem Being Addressed
“Each problem has hidden in it an
opportunity so powerful that it
literally dwarfs the problem. The
greatest success stories were
created by people who recognized
a problem and turned it into an