components of a business concept/ business model
,
identifying and learning about the customer
,
conducting research
,
reaching the market
,
five areas to research
,
primary research
,
business concepts
2. Overview of the Chapter:
Every idea is not the business concept. Ideas are alike
dreams. So every dream is not concept.
Simply A business concept communicates to others the
precise nature of the proposed venture.
More formally a business concept is a set of cohesive
ideas about how to create and deliver value to market.
The concept should be Simple, Precise and Cohesive.
Entrepreneurs do not need a lot of ideas. They need
just one idea that can be developed into a business
concept and become a reality.
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3. Components of a Business Concept/
Business Model
Products/ Services
Market/ Customers
Positioning/ Market Reaching
Distribution (How products or services will be
delivered)
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4. Defining Products and Services
Solve a Problem or Fulfill a Need (Physical
Features/Benefits features)
Identify the Uniqueness of a Product/Service
Prove That the Product/Service Works (Large Screen
TV)
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5. Identifying and Learning About the Customer
Customers
Recognize Customer Roles
User
Decision maker
Buyer
Influencer
Gate keeper
Create a Customer Profile
Details of user group, demography, psychograph
Helps to locate and communicate customers
Based on usages of the product
when the customer is a business demography- income, number of
employees etc.
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6. Reaching the Market
1. Strategic Positioning:
-Provide a unique product/ services
-Unique combination
-Unique way for same product
2. Strategy Traps to Avoid:
-Misreading Industry trend
-Thinking everyone is Potential customer
-Percentage of target market
-Having no real competitive advantage
-Relying on gut feelings rather than facts
-Having unrealistic expectations
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7. 3.Product Distribution Models
4.Service Distribution Models
5. Combined Product and Service Businesses
Motorbike, smartphone distribution, home appliance etc.
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8. Conducting Research
Purpose of Research
Concept development
To complete business plan
Market potential evaluation
Types of Research
- Primary Research
- Secondary Research
Or
- Basic research
- Applied research
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9. Five areas to research
The entrepreneurs will conduct research for the business
plan in five areas:
Industry
Market
Competition
Financial
Legal
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10. Primary research
Customer surveys
Ask the customer about product/ service
Preview of product to the potential customer
Focus group discussion
Additional customer insight
More information cheaply
Valuable insight obtained
Skilled mentor is needed
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11. Business Concepts
Attributes of Successful Business Concepts
Involves significant savings
Solves a serious problem
Offers convenience
Attract media attention
Clearly identify the market
Captures monopoly
Promises a big upside and a low downside
Fatal Flaws of Business Concepts:
-No real need
- Hidden Traps
- Unfortunate economics
- No protection
- Obsolescence
- Requires changes in consumer behavior
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