Gaza Sky Geeks فكرتي صارت مشروع

1. ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬
‫ﻋﻤﻞ‬ ‫ﺧﻄﺔ‬ ‫6ﻟﻰ‬ ‫8ﻹﺑﺪ8ﻋ7ﺔ‬ ‫ﻓﻜﺮﺗﻚ‬ ‫ﻟﺘﺤﻮ=ﻞ‬ ‫8ﻷ$ﻟﻰ‬ (8‫8ﻟﺨﻄﻮ‬
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‫اﳉﻨﺒﺎز‬ ‫أﻣﺠﺪ‬ .‫د‬ :‫إﻋﺪاد‬
dramjadj@gmail.com
٢٠١٤
D‫8ﻻﻗﺘﺒﺎ‬ ‫ﻋﻨﺪ‬ ‫8ﻷﺻﻠﻲ‬ ‫ﻟﻠﻜﺎﺗﺐ‬ K)‫8ﻹﺷﺎ‬ ‫ﻣﻊ‬ N‫ﻣﺠﺎﻧﻲ‬ ‫ﺑﺸﻜﻞ‬ Q‫=ﻌ‬S‫$ﺗﻮ‬ T‫ﻧﺸﺮ‬ ‫ﻟ7ﺘﻢ‬ ‫8ﻟﻤﻠﻒ‬ 8‫ﺬ‬X ‫ﻛﺘﺎﺑﺔ‬ ‫ﺗﻤﺖ‬
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2. ‫ﻣﻘﺪﻣﺔ‬
!…!‫عزيزي!القارئ‬
!‫إن!أردت!أن!تبدأ!بالتخطيط!لفكرتك!القادمة!أو!ملشروعك!القادم،!ماذا!ستفعل،!ومن!أين!ستبدأ؟‬
!.‫نها‬LL‫م‬!‫ق!األول‬LL‫ئ‬‫عا‬LL‫ل‬‫كون!ا‬LL‫ي‬!‫د‬LL‫ق‬‫ع،!و‬LL‫ي‬‫شار‬LL‫مل‬‫طيط!ا‬LL‫خ‬‫ة!وت‬LL‫س‬‫درا‬LL‫ب‬!‫بدء‬LL‫ل‬‫ق!ا‬LL‫ئ‬‫وا‬LL‫ع‬!‫ن‬LL‫م‬!‫قا‬LL‫ئ‬‫ا‬LL‫ع‬!‫عد‬LL‫ي‬!‫سؤال‬LL‫ل‬‫ذا!ا‬LL‫ه‬
!‫و‬‫روع،!أ‬LLL‫ش‬‫نجاح!امل‬LLL‫ل‬!‫ة‬LLL‫م‬‫ها‬LLL‫ل‬‫تغيرات!ا‬LLL‫مل‬‫تبار!ا‬LLL‫ع‬‫عني!اإل‬LLL‫ب‬!‫ذ‬LLL‫خ‬‫أ‬LLL‫ت‬!‫يئة!ال‬LLL‫س‬!‫طة‬LLL‫خ‬!‫ع‬LLL‫ض‬‫ى!و‬LLL‫ل‬‫له!إ‬LLL‫ه‬‫جا‬LLL‫ت‬!‫ؤدي‬LLL‫ي‬‫و‬
!.‫يته!مما!يؤدي!لفشل!املشروع!قبل!أن!يبدأ‬ّ‫ل‬‫تؤدي!إلى!ترك!التخطيط!بك‬
!‫ي‬LLLL‫ف‬!‫رة‬LLLL‫ث‬‫ؤ‬LLLL‫مل‬‫تغيرات!ا‬LLLL‫مل‬‫مية!ا‬LLLL‫ك‬!‫درك‬LLLL‫ت‬!‫لن‬LLLL‫ف‬!،‫ع‬LLLL‫ي‬‫شار‬LLLL‫مل‬‫كار!وا‬LLLL‫ف‬‫أل‬LLLL‫ل‬!‫طيط‬LLLL‫خ‬‫ي!الت‬LLLL‫ف‬!‫لفية‬LLLL‫خ‬!‫ك‬LLLL‫ي‬‫د‬LLLL‫ل‬!‫كن‬LLLL‫ي‬!‫م‬LLLL‫ل‬!‫إذا‬
!!.‫مشروعك!والتي!يجب!التخطيط!لها!جيدا!قبل!البدء!به‬
!‫و‬LL‫ه‬!‫روع‬LL‫ش‬‫ذا!امل‬LL‫ه‬‫طة!ل‬LL‫س‬‫صورة!املب‬LL‫ل‬‫ا‬LL‫ف‬!،‫#ية‬‫ئ‬‫#سا‬‫ن‬!‫#ب‬‫ئ‬‫#حقا‬‫ل‬‫بيع!ا‬LL‫ل‬!‫ا‬LL‫ع‬‫رو‬LL‫ش‬‫فتتح!م‬LL‫ت‬!‫ببت!أن‬LL‫ح‬‫مثال،!إن!أ‬LL‫ف‬
!‫ب‬L‫ئ‬‫حقا‬L‫ل‬‫بيع!ا‬L‫ل‬!‫سيطة‬L‫ب‬!‫ملية‬L‫ع‬!‫ن‬L‫ع‬!‫بارة‬L‫ع‬!‫روع‬L‫ش‬‫كون!امل‬L‫ي‬‫تري.!و‬L‫ش‬‫ت(!وامل‬L‫ن‬‫ع!)أ‬L‫ئ‬‫با‬L‫ل‬‫ن!ا‬L‫م‬!‫ال‬L‫ك‬!‫م‬L‫س‬‫ر‬L‫ت‬!‫ورة‬L‫ص‬
!.‫للمشتري!ومن!ثم!الحصول!على!ثمنها!منه‬
!‫ي‬L‫ف‬!‫ها‬L‫ل‬‫ما‬L‫ه‬‫عملية،!وا‬L‫ل‬‫ل!ا‬L‫م‬‫ا‬L‫ك‬!‫لى‬L‫ع‬!‫ر‬L‫ث‬‫تؤ‬L‫س‬!‫رى‬L‫خ‬‫تغيرات!أ‬L‫م‬!‫هناك‬L‫ف‬!‫ك!؛‬L‫ل‬‫ن!ذ‬L‫م‬!‫قد‬L‫ع‬‫حقيقية!أ‬L‫ل‬‫صورة!ا‬L‫ل‬‫كن!ا‬L‫ل‬
!.‫عملية!التخطيط!ستؤدي!لخطة!فاشلة!لم!تدرس!وتتعامل!مع!كامل!تلك!املتغيرات‬
!‫فمثال،!هل!ستقوم!بصناعة!الحقائب!أم!ستشتريها!بالجملة!أم!لديك!طرقا!أخرى!للحصول!عليها؟‬
!‫م‬‫ت،!أ‬LL‫ن‬‫تر‬LL‫ن‬‫ق!اإل‬LL‫ي‬‫ر‬LL‫ط‬!‫ن‬LL‫ع‬!‫جاري!أو‬LL‫ت‬!‫ول‬LL‫م‬!‫ي‬LL‫ف‬!‫ة‬LL‫ي‬‫عرض!أو!زاو‬LL‫م‬!‫ق‬LL‫ي‬‫ر‬LL‫ط‬!‫ن‬LL‫ع‬!‫تري‬LL‫ش‬‫نتج!للم‬LL‫مل‬‫تبيع!ا‬LL‫س‬!‫ل‬LL‫ه‬
!‫لديك!طرقا!أخرى؟‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٢!|!ﺻﻔﺤﺔ‬

3. !‫ا‬‫ليه‬L‫ع‬!‫م‬L‫ه‬‫عار‬L‫ش‬!‫ع‬L‫ض‬‫و‬L‫ب‬!‫ثال‬L‫م‬!‫و‬L‫م‬‫يقو‬L‫ل‬!‫ات‬L‫ك‬‫ر‬L‫ش‬‫تبيعها!لل‬L‫س‬!‫رة،!أم‬L‫ش‬‫با‬L‫م‬!‫لعمالء‬L‫ل‬!‫ب‬L‫ئ‬‫حقا‬L‫ل‬‫ذه!ا‬L‫ه‬!‫تبيع‬L‫س‬!‫ل‬L‫ه‬‫و‬
!‫ويوزوعها!كهدية،!أم!ستبيعها!ملوزعني!بالجملة!ليبيعوها!بدورهم!بالتجزئة،!أم!أن!لديك!طرقا!أخرى؟‬
!‫ر‬‫ي‬LL‫ث‬‫أ‬LL‫ت‬!‫ه‬LL‫ل‬!‫يكون‬LL‫س‬!‫نها‬LL‫م‬!‫يار‬LL‫خ‬!‫ل‬LL‫ك‬!.‫ثر‬LL‫ك‬‫يارات!أ‬LL‫خ‬!‫ع‬LL‫م‬!،‫ا‬LL‫ح‬‫و‬LL‫ض‬‫ثر!و‬LL‫ك‬‫تصبح!أ‬LL‫س‬!‫صورة‬LL‫ل‬‫نرى!أن!ا‬LL‫س‬!‫كذا‬LL‫ه‬
:‫على!املنتج!النهائي!وعلى!الربح!أيضا.!ستبدو!الخيارات!املمكنة!لهذا!املشروع!بالشكل!التالي‬
!!
!‫ي‬‫تجار‬LLLL‫ل‬‫عمل!ا‬LLLL‫ل‬‫موذج!ا‬LLLL‫ن‬!‫صميم‬LLLL‫ت‬!‫قة‬LLLL‫ي‬‫ر‬LLLL‫ط‬!‫نها‬LLLL‫م‬!،‫ع‬LLLL‫ي‬‫شار‬LLLL‫مل‬‫كار!وا‬LLLL‫ف‬‫ة!األ‬LLLL‫س‬‫درا‬LLLL‫ل‬!‫طرق‬LLLL‫ل‬‫ن!ا‬LLLL‫م‬!‫كثير‬LLLL‫ل‬‫ناك!ا‬LLLL‫ه‬
!‫ا‬‫ه‬LLL‫ث‬‫د‬LLL‫ح‬‫ا!وأ‬LLL‫ه‬‫ر‬LLL‫ه‬‫ن!أش‬LLL‫م‬!‫عل‬LLL‫ل‬!،‫عمل‬LLL‫ل‬‫موذج!ا‬LLL‫ن‬!‫تصميم‬LLL‫ل‬!‫طرق‬LLL‫ل‬‫ن!ا‬LLL‫م‬!‫د‬LLL‫ي‬‫عد‬LLL‫ل‬‫ناك!ا‬LLL‫ه‬‫.!و‬Business!Model
!‫ه‬L‫ب‬‫تا‬L‫ك‬!‫ي‬L‫ف‬!‫تفصيل‬L‫ل‬‫ا‬L‫ب‬!‫نها‬L‫ع‬!‫دث‬L‫ح‬‫تي!ت‬L‫ل‬‫!وا‬Alexander!Osterwelder!‫ا‬L‫ه‬‫تكر‬L‫ب‬‫تي!ا‬L‫ل‬‫قة!ا‬L‫ي‬‫طر‬L‫ل‬‫لها!ا‬L‫ه‬‫وأس‬
!‫ر‬‫تكا‬LLL‫ب‬‫م!ا‬LLL‫س‬‫حت!ا‬LLL‫ت‬!‫مته‬LLL‫ج‬‫ر‬LLL‫ت‬!‫مت‬LLL‫ت‬!‫ذي‬LLL‫ل‬‫دار!٠١٠٢،!وا‬LLL‫ص‬‫!!إ‬Business!!Model!Genera:on!‫شهير‬LLL‫ل‬‫ا‬
!‫م‬LLL‫ه‬‫ة!أ‬LLL‫س‬‫ي!درا‬LLL‫ف‬!‫قة‬LLL‫ي‬‫طر‬LLL‫ل‬‫ذه!ا‬LLL‫ه‬!‫د‬LLL‫ع‬‫سا‬LLL‫ت‬!.‫مان‬LLL‫ع‬!‫بل‬LLL‫ج‬!‫ر‬LLL‫ش‬‫لنا‬LLL‫ل‬!٢٠١٣!‫دار‬LLL‫ص‬‫تجاري،!إ‬LLL‫ل‬‫عمل!ا‬LLL‫ل‬‫موذج!ا‬LLL‫ن‬
!.‫التغيرات!التي!تؤثر!في!الفكرة!أو!املشروع‬
!
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٣!|!ﺻﻔﺤﺔ‬

4. ‫اﻟﻌﻤﻞ؟‬ ‫ﳕﻮذج‬ ‫ﺗﺼﻤﻴﻢ‬ ‫ﻫﻮ‬ ‫ﻣﺎ‬
!!.‫هو!آلية!خلق!قيمة!مضافة!يستفيد!منها!الناس!ومن!ثم!الحصول!على!أرباح!!منها‬
!:‫ف!أيضا!املصطلحات!الهامة!التالية‬ّ‫بناء!على!هذا!التعريف،!يجب!أن!نعر‬
!Added!Value!!‫القيمة!املضافة‬
!‫د‬L‫ق‬!.‫سيك‬L‫ف‬‫نا‬L‫م‬!‫نتجات‬L‫م‬!‫ن‬L‫م‬!‫دال‬L‫ب‬!‫ختاره‬L‫ي‬!‫جعله‬L‫ي‬‫نتجك!و‬L‫م‬!‫ي‬L‫ف‬!(‫ون‬L‫ب‬‫ز‬L‫ل‬‫عميل!)أو!ا‬L‫ل‬‫ا!ا‬L‫ه‬‫را‬L‫ي‬!‫تي‬L‫ل‬‫قيمة!ا‬L‫ل‬‫ي!ا‬L‫ه‬
!‫و‬‫ذة،!أ‬LLL‫ي‬‫لذ‬LLL‫ل‬‫ته!ا‬LLL‫ه‬‫يله،!أو!نك‬LLL‫ص‬‫و‬LLL‫ت‬!‫ة‬LLL‫ع‬‫ر‬LLL‫س‬!‫نخفض،!أو‬LLL‫مل‬‫عره!ا‬LLL‫س‬!‫نتجك،!أو‬LLL‫م‬!‫ودة‬LLL‫ج‬!‫ي‬LLL‫ه‬!‫قيمة‬LLL‫ل‬‫ذه!ا‬LLL‫ه‬!‫كون‬LLL‫ت‬
!.‫غيرها!من!القيم!األخرى‬
!Value!Creation!‫خلق!القيمة‬
!‫ج‬‫نت‬L‫مل‬‫ى!ا‬L‫ل‬‫ه!إ‬L‫ل‬‫و‬L‫ص‬‫ظة!و‬L‫ح‬‫ى!ل‬L‫ل‬‫ة،!إ‬L‫م‬‫ا‬L‫خ‬!ً‫ة‬‫اد‬L‫م‬!‫يها‬L‫ف‬!‫كون‬L‫ي‬!‫تي‬L‫ل‬‫ظة!ا‬L‫ح‬‫ن!الل‬L‫م‬!‫نتج‬L‫مل‬‫ها!ا‬L‫ب‬!‫مر‬L‫ي‬!‫تي‬L‫ل‬‫ل!ا‬L‫ح‬‫را‬L‫مل‬‫ي!ا‬L‫ه‬
!!.‫النهائي‬
!‫ك‬LL‫ن‬‫يث!أ‬LL‫ح‬!.‫قيمة‬LL‫ل‬‫لق!ا‬LL‫خ‬!‫ن‬LL‫ع‬!‫بارة‬LL‫ع‬!‫يكون‬LL‫س‬!‫روع‬LL‫ش‬‫ي!امل‬LL‫ف‬!‫ي‬LL‫س‬‫ا‬LL‫س‬‫ملك!األ‬LL‫ع‬!‫إن‬LL‫ف‬!،‫ف‬LL‫ي‬‫تعر‬LL‫ل‬‫ذا!ا‬LL‫ه‬!‫ب‬LL‫س‬‫وبح‬
!‫ة‬‫يم‬L‫ق‬!‫حوي‬L‫ت‬!‫ية‬L‫ئ‬‫ها‬L‫ن‬!‫نتجات‬L‫مل‬!‫لها‬L‫ي‬‫تحو‬L‫ب‬!‫قوم‬L‫ت‬!‫م‬L‫ث‬!،(‫ثال‬L‫م‬!‫ملة‬L‫ج‬‫ال‬L‫ب‬!‫نتجات‬L‫م‬!‫ام!)أو‬L‫خ‬!‫واد‬L‫م‬!‫ضار‬L‫ح‬‫إ‬L‫ب‬!‫تقوم‬L‫س‬
!‫ل‬‫بذ‬L‫ب‬!‫تم!إال‬L‫ت‬!‫ها!ال‬L‫ن‬‫ها!؛!أل‬L‫ب‬!‫لقيام‬L‫ل‬!‫ية‬L‫ل‬‫ا‬L‫م‬!‫غ‬L‫ل‬‫با‬L‫م‬!‫صرف‬L‫ل‬!‫حتاج‬L‫ت‬‫كلفة!و‬L‫م‬!‫ل‬L‫ح‬‫را‬L‫مل‬‫ذه!ا‬L‫ه‬!.‫بيعها‬L‫ب‬!‫تقوم‬L‫ل‬!‫ة‬L‫ف‬‫ضا‬L‫م‬
!.‫مجهود!منك!أو!من!فريقك!)أو!من!طرف!آخر(!للقيام!بها‬
!Costs!‫التكاليف‬
!‫ف‬‫ي‬LL‫ل‬‫تكا‬LL‫ل‬‫ذه!ا‬LL‫ه‬!‫شمل‬LL‫ت‬!.‫ي‬LL‫ئ‬‫نها‬LL‫ل‬‫كله!ا‬LL‫ش‬!‫ى‬LL‫ل‬‫خام!إ‬LL‫ل‬‫كله!ا‬LL‫ش‬!‫ن‬LL‫م‬!‫له‬LL‫ي‬‫تحو‬LL‫ل‬!‫نتج‬LL‫مل‬‫لى!ا‬LL‫ع‬!‫ة‬LL‫ع‬‫و‬LL‫ف‬‫د‬LL‫مل‬‫غ!ا‬LL‫ل‬‫با‬LL‫مل‬‫ي!ا‬LL‫ه‬!
!!.‫تكاليف!التصنيع!أو!!الجهد!البشري!)كرواتب!املوظفني(!أو!التوصيل!أو!غيرها!من!التكاليف!األخرى‬
!!Pro1it!!‫الربح‬
!‫ا‬L‫م‬‫ند‬L‫ع‬!،‫ي‬L‫ل‬‫تا‬L‫ل‬‫ا‬L‫ب‬‫اح.!و‬L‫ب‬‫فارق!زادت!األر‬L‫ل‬‫ذا!ا‬L‫ه‬!‫لما!زاد‬L‫ك‬!.‫يفها‬L‫ل‬‫كا‬L‫ت‬!‫ني‬L‫ب‬‫لعة!و‬L‫س‬‫يع!ال‬L‫ب‬!‫عر‬L‫س‬!‫ني‬L‫ب‬!‫فارق‬L‫ل‬‫و!ا‬L‫ه‬
!!.‫نريد!من!زيادة!األرباح،!فإننا!إما!نقوم!بزيادة!سعر!البيع!أو!بتقليل!تكاليفه‬
!‫ة‬‫يم‬LL‫ق‬!‫ضل‬LL‫ف‬‫ن!أ‬LL‫م‬‫ؤ‬LL‫ت‬!‫تي‬LL‫ل‬‫ضل!ا‬LL‫ف‬‫قة!األ‬LL‫ي‬‫طر‬LL‫ل‬‫ن!ا‬LL‫ع‬!‫بحث‬LL‫ل‬‫ا‬LL‫ب‬!‫قوم‬LL‫ن‬!‫نا‬LL‫ن‬‫إ‬LL‫ف‬!،‫عمل‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫تصميم‬LL‫ب‬!‫قوم‬LL‫ن‬!‫ا‬LL‫م‬‫ند‬LL‫ع‬
!‫ع‬‫رو‬L‫ش‬‫ة!امل‬L‫س‬‫الل!درا‬L‫خ‬!.‫اح‬L‫ب‬‫ن!األر‬L‫م‬!‫مكن‬L‫م‬!‫در‬L‫ق‬!‫بر‬L‫ك‬‫ت!أ‬L‫ق‬‫و‬L‫ل‬‫نفس!ا‬L‫ب‬!‫ن‬L‫م‬‫ؤ‬L‫ت‬‫تهدف،!و‬L‫س‬‫مهور!امل‬L‫ج‬‫ة!لل‬L‫ف‬‫ضا‬L‫م‬
!‫ة‬‫يم‬L‫ق‬!‫ن‬L‫م‬‫ؤ‬L‫ت‬!‫ع‬L‫ي‬‫شار‬L‫مل‬‫بعض!ا‬L‫ف‬!.(‫ح‬L‫ب‬‫لى!ر‬L‫ع‬‫يمة!وأ‬L‫ق‬!‫لى‬L‫ع‬‫ن!)أ‬L‫ي‬‫تغير‬L‫مل‬‫ن!ا‬L‫ي‬‫ذ‬L‫ه‬!‫ني‬L‫ب‬!‫تضارب‬L‫ل‬‫ن!ا‬L‫م‬!‫كثير‬L‫ل‬‫نرى!ا‬L‫س‬
!.‫نقصان‬LLL‫ل‬‫ا‬LLL‫ب‬!‫دأت‬LLL‫ب‬!‫ة‬LLL‫ف‬‫ضا‬LLL‫مل‬‫قيمة!ا‬LLL‫ل‬‫د!أن!ا‬LLL‫ج‬‫يها!سن‬LLL‫ف‬!‫ح‬LLL‫ب‬‫ر‬LLL‫ل‬‫ادة!ا‬LLL‫ي‬‫ة!ز‬LLL‫ل‬‫حاو‬LLL‫م‬!‫ند‬LLL‫ع‬‫ليل،!و‬LLL‫ق‬!‫ح‬LLL‫ب‬‫ع!ر‬LLL‫م‬!‫ية‬LLL‫ل‬‫ا‬LLL‫ع‬
.‫الوصول!إلى!التوازن!املثالي!هو!أحد!أهم!أهداف!تصميم!نموذج!العمل‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٤!|!ﺻﻔﺤﺔ‬

5. !.‫قط‬LL‫ف‬!!‫دة‬LL‫ح‬‫ة!وا‬LL‫ق‬‫لى!ور‬LL‫ع‬!‫ق‬LL‫س‬‫تنا‬LL‫م‬!‫شكل‬LL‫ب‬!‫ختلفة‬LL‫مل‬‫تغيرات!ا‬LL‫مل‬‫ع!ا‬LL‫ي‬‫وز‬LL‫ت‬!‫ن‬LL‫م‬!‫مكنك‬LL‫ي‬!‫ه‬LL‫ن‬‫أ‬LL‫ب‬!‫عمل‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫تميز‬LL‫ي‬
!‫ل‬‫ض‬LL‫ف‬‫هم!أ‬LL‫ف‬!‫ن‬LL‫م‬!‫تمكن‬LL‫ن‬!‫ك‬LL‫ل‬‫ذ‬LL‫ب‬‫دة،!و‬LL‫ح‬‫ورة!وا‬LL‫ص‬!‫ي‬LL‫ف‬!‫عمل‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫ر‬LL‫ص‬‫نا‬LL‫ع‬!‫ل‬LL‫م‬‫ا‬LL‫ك‬!‫ة‬LL‫س‬‫ن!درا‬LL‫م‬!‫مكنك‬LL‫ي‬!‫ك‬LL‫ل‬‫وذ‬
!.‫للعمل!وآليات!تطويره‬
!‫ت‬‫عا‬L‫ب‬‫ر‬L‫مل‬‫ذه!ا‬L‫ه‬!‫تضمن‬L‫ت‬!.‫عمل‬L‫ل‬‫ر!ا‬L‫ص‬‫نا‬L‫ع‬!‫د‬L‫ح‬‫ن!أ‬L‫ع‬!‫دث‬L‫ح‬‫نها!يت‬L‫م‬!‫ع‬L‫ب‬‫ر‬L‫م‬!‫ل‬L‫ك‬!،‫عات‬L‫ب‬‫ر‬L‫م‬!٩!‫نموذج‬L‫ل‬‫ذا!ا‬L‫ه‬!‫حوي‬L‫ي‬
!‫ى‬LLL‫ل‬‫ن!وإ‬LLL‫م‬!‫وال‬LLL‫م‬‫ة!األ‬LLL‫ك‬‫ر‬LLL‫ح‬‫ة!ل‬LLL‫ف‬‫ا‬LLL‫ض‬‫،!إ‬Supply!Chain!‫ن‬LLL‫ي‬‫ورد‬LLL‫مل‬‫لسلة!ا‬LLL‫س‬‫،!و‬Marke:ng!‫ق‬LLL‫ي‬‫تسو‬LLL‫ل‬‫يات!ا‬LLL‫ل‬‫آ‬
!‫م‬‫ي‬LL‫ه‬‫فا‬LL‫م‬!‫ن‬LL‫م‬!‫بيرا‬LL‫ك‬!‫زءا‬LL‫ج‬!‫غطي‬LL‫ي‬!‫ته‬LL‫ط‬‫سا‬LL‫ب‬!‫ن‬LL‫م‬!‫م‬LL‫غ‬‫ر‬LL‫ل‬‫ا‬LL‫ب‬!‫عمل‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫إن‬LL‫ف‬!‫ك‬LL‫ل‬‫ذ‬LL‫ب‬‫!.!و‬Financing!‫روع‬LL‫ش‬‫امل‬
!‫ي‬LLL‫ف‬!‫بتدئ‬LLL‫مل‬‫ه!ا‬LLL‫ج‬‫يو‬LLL‫س‬!‫هو‬LLL‫ف‬!‫واء!؛‬LLL‫س‬!‫د‬LLL‫ح‬!‫لى‬LLL‫ع‬!‫ني‬LLL‫ف‬‫حتر‬LLL‫مل‬‫ع!وا‬LLL‫ي‬‫شار‬LLL‫مل‬‫ي!ا‬LLL‫ف‬!‫ني‬LLL‫ئ‬‫لمبتد‬LLL‫ل‬!‫ب‬LLL‫س‬‫نا‬LLL‫م‬!‫و‬LLL‫ه‬‫اإلدارة.!و‬
!.‫كيفية!دراسة!املشروع،!ويسهل!على!املحترف!تجميع!أفكاره!ومقاييسه!في!صفحة!واحدة‬
!‫ك‬‫كار‬LLL‫ف‬‫لى!أ‬LLL‫ع‬!‫طبيقه‬LLL‫ت‬‫ه!و‬LLL‫م‬‫تخدا‬LLL‫س‬‫ن!ا‬LLL‫م‬!‫تتمكن‬LLL‫ل‬!‫ط‬LLL‫س‬‫شكل!مب‬LLL‫ب‬!‫عمل‬LLL‫ل‬‫موذج!ا‬LLL‫ن‬!‫رح‬LLL‫ش‬‫كتيب!ب‬LLL‫ل‬‫ذا!ا‬LLL‫ه‬!‫قوم‬LLL‫ي‬
!‫ة‬‫ثل‬LL‫م‬‫ع!أ‬LL‫م‬!‫عمل‬LL‫ل‬‫مودج!ا‬LL‫ن‬!‫ناء‬LL‫ب‬!‫طوات‬LL‫خ‬!‫ل‬LL‫م‬‫كا‬LL‫ل‬!‫ا‬LL‫ح‬‫ر‬LL‫ش‬!‫تحوي‬LL‫س‬!‫ة‬LL‫م‬‫قاد‬LL‫ل‬‫صفحات!ا‬LL‫ل‬‫ة.!ا‬LL‫م‬‫قاد‬LL‫ل‬‫عك!ا‬LL‫ي‬‫شار‬LL‫م‬‫و‬
!‫ي‬‫مل‬LLL‫ع‬!‫ثال‬LLL‫م‬!‫لى‬LLL‫ع‬!‫طوات‬LLL‫خ‬‫لك!ال‬LLL‫ت‬!‫ميع‬LLL‫ج‬!‫طبيق‬LLL‫ت‬!‫يتم‬LLL‫س‬!‫كتاب‬LLL‫ل‬‫ة!ا‬LLL‫ي‬‫ها‬LLL‫ن‬!‫ي‬LLL‫ف‬‫نها.!و‬LLL‫م‬!‫طوة‬LLL‫خ‬!‫ل‬LLL‫ك‬!‫ن‬LLL‫ع‬!‫عية‬LLL‫ق‬‫وا‬
!.‫لتطبيق!جميع!ما!تم!شرحه!على!مثال!عملي‬
:‫ﺑﺎﺧﺘﺼﺎر‬ ،‫اﻟﻌﻤﻞ‬ ‫ﳕﻮذج‬ ‫ﺷﺮح‬
!‫ة‬L‫ف‬‫عر‬L‫م‬!‫يه‬L‫ف‬!‫تم‬L‫ي‬!‫يث‬L‫ح‬!،‫تهدف‬L‫س‬‫مهور!امل‬L‫ج‬‫ع!ال‬L‫ب‬‫ر‬L‫م‬!‫ن‬L‫م‬!‫ة‬L‫س‬‫درا‬L‫ل‬‫بدأ!ا‬L‫ت‬!.‫عات‬L‫ب‬‫ر‬L‫م‬!٩!‫ن‬L‫م‬!‫عمل‬L‫ل‬‫موذج!ا‬L‫ن‬!‫ف‬L‫ل‬‫تأ‬L‫ي‬
!‫ت‬‫يزا‬LL‫مل‬‫ة!أو!ا‬LL‫ف‬‫ضا‬LL‫مل‬‫قيمة!ا‬LL‫ل‬‫ة!ا‬LL‫س‬‫تم!درا‬LL‫ت‬!‫ك‬LL‫ل‬‫عد!ذ‬LL‫ب‬!.‫روع‬LL‫ش‬‫ذا!امل‬LL‫ه‬‫ته!ب‬LL‫م‬‫د‬LL‫خ‬!‫تتم‬LL‫س‬!‫ن‬LL‫ي‬‫ذ‬LL‫ل‬‫مهور!ا‬LL‫ج‬‫و!ال‬LL‫ه‬!‫ن‬LL‫م‬
!‫م‬‫يت‬LLLL‫س‬!‫تي‬LLLL‫ل‬‫يل!ا‬LLLL‫ص‬‫تو‬LLLL‫ل‬‫نوات!ا‬LLLL‫ق‬!‫ش‬LLLL‫ق‬‫نا‬LLLLُ‫ت‬!‫م‬LLLL‫ث‬!.‫مهور‬LLLL‫ج‬‫ذا!ال‬LLLL‫ه‬‫ها!ل‬LLLL‫م‬‫نقد‬LLLL‫س‬!‫تي‬LLLL‫ل‬‫روع!وا‬LLLL‫ش‬‫ي!امل‬LLLL‫ف‬!‫ودة‬LLLL‫ج‬‫و‬LLLL‫مل‬‫ا‬
‫اﻟﺮﺋﻴﺴﻴﺔ‬‫اﻟﺸﺮاﻛﺎت‬
‫اﻟﺮﺋﻴﺴﻴﻮن؟‬‫اﻟﺸﺮﻛﺎء‬‫ﻫﻢ‬‫-ﻣﻦ‬
‫اﻟﺮﺋﻴﺴﻴﻮن؟‬‫اﳌﻮردون‬‫ﻫﻢ‬‫-ﻣﻦ‬
‫اﻟﺘﻲ‬‫اﻟﺮﺋﻴﺴﻴﺔ‬‫اﳌﻮارد‬‫-ﻣﺎﻫﻲ‬
‫ﺷﺮﻛﺎﺋﻨﺎ؟‬‫ﻣﻦ‬‫ﺳﻨﻄﻠﺒﻬﺎ‬
‫اﻟﺘﻲ‬‫اﻟﺮﺋﻴﺴﻴﺔ‬‫اﻷﻧﺸﻄﺔ‬‫-ﻣﺎﻫﻲ‬
‫ﺷﺮﻛﺎؤﻧﺎ؟‬‫ﺳﻴﻨﻔﺬﻫﺎ‬
‫اﻟﺮﺋﻴﺴﻴﺔ‬ ‫اﻷﻧﺸﻄﺔ‬
‫ﻣﻨﺘﺠﺎﺗﻨﺎ؟‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﻷﻧﺸﻄﺔ‬‫-ﻣﺎﻫﻲ‬
‫ﻟﻘﻨﻮات‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﻷﻧﺸﻄﺔ‬‫-ﻣﺎﻫﻲ‬
‫اﻟﺘﻮاﺻﻞ؟‬
‫ﻣﻊ‬‫ﻟﻠﻌﻼﻗﺔ‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﻷﻧﺸﻄﺔ‬‫-ﻣﺎﻫﻲ‬
‫اﳉﻤﻬﻮر؟‬
‫ﻟﻺﻳﺮادات؟‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﻷﻧﺸﻄﺔ‬‫-ﻣﺎﻫﻲ‬
‫اﳌﻀﺎﻓﺔ‬‫اﻟﻘﻴﻤﺔ‬
‫ﻟﻠﺠﻤﻬﻮر؟‬‫ﻧﻀﻴﻔﻬﺎ‬‫اﻟﺘﻲ‬‫اﻟﻘﻴﻤﺔ‬‫-ﻣﺎﻫﻲ‬
‫ﺑﺤﻠﻬﺎ؟‬‫ﻧﻘﻮم‬‫اﳉﻤﻬﻮر‬‫ﻣﺸﺎﻛﻞ‬‫-أي‬
‫ﻟﻜﻞ‬‫ﻧﻘﺪﻣﻬﺎ‬‫اﻟﺘﻲ‬‫اﳌﻨﺘﺠﺎت‬‫-ﻣﺎﻫﻲ‬
‫ﺷﺮﻳﺤﺔ؟‬
‫اﻟﺘﻲ‬‫اﳉﻤﻬﻮر‬‫اﺣﺘﻴﺎﺟﺎت‬‫-ﻣﺎﻫﻲ‬
‫ﻧﺤﻘﻘﻬﺎ؟‬
‫اﻟﻌﻤﻼء‬‫ﻣﻊ‬‫اﻟﻌﻼﻗﺔ‬
‫اﳉﻤﻬﻮر؟‬‫ﻣﻊ‬‫ﺳﻨﺘﻔﺎﻋﻞ‬‫-ﻛﻴﻒ‬
‫ﺑﻬﻢ؟‬‫ﻋﻼﻗﺘﻨﺎ‬‫ﺳﻨﻘﻮي‬‫-ﻛﻴﻒ‬
‫ﻋﻦ‬‫ﺑﻬﻢ‬‫ﻋﻼﻗﺘﻨﺎ‬‫ﳝﻴﺰ‬‫اﻟﺬي‬‫-ﻣﺎ‬
‫ﻣﻨﺎﻓﺴﻴﻨﺎ؟‬
‫اﻟﻌﻼﻗﺔ؟‬‫ﻫﺬه‬‫ﺑﻨﺎء‬‫ﺗﻜﺎﻟﻴﻒ‬‫-ﻣﺎﻫﻲ‬
‫اﳌﺴﺘﻬﺪف‬‫اﳉﻤﻬﻮر‬
‫اﳌﺴﺘﻬﺪف؟‬‫اﳉﻤﻬﻮر‬‫ﻫﻮ‬‫-ﻣﻦ‬
‫ﺳﻨﺨﺪﻣﻬﻢ؟‬‫اﻟﺬﻳﻦ‬‫اﻟﻌﻤﻼء‬‫ﻫﻢ‬‫-ﻣﻦ‬
‫اﻟﻌﻤﻼء؟‬‫ﺷﺮاﺋﺢ‬‫-ﻣﺎﻫﻲ‬
‫أﻫﻤﻴﺔ؟‬‫اﻷﻛﺜﺮ‬ ‫ﻋﻤﻼءﻧﺎ‬‫ﻫﻢ‬‫-ﻣﻦ‬
‫اﻟﺮﺋﻴﺴﻴﺔ‬ ‫اﳌﻮارد‬
‫اﳌﻨﺘﺞ؟‬‫ﻟﺒﻨﺎء‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﳌﻮارد‬‫-ﻣﺎﻫﻲ‬
‫ﻟﻘﻨﻮات‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﳌﻮارد‬‫-ﻣﺎﻟﻬﻲ‬
‫اﻟﺘﻮاﺻﻞ؟‬
‫ﻣﻊ‬‫ﻟﻠﻌﻼﻗﺔ‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﳌﻮارد‬‫-ﻣﺎﻫﻲ‬
‫اﻟﻌﻤﻼء؟‬
‫ﻟﻺﻳﺮادات؟‬‫اﳌﻄﻠﻮﺑﺔ‬‫اﳌﻮارد‬‫-ﻣﺎﻫﻲ‬
‫اﻟﺘﻮاﺻﻞ‬‫ﻗﻨﻮات‬
‫ﺑﻮﺟﻮدﻧﺎ؟‬‫اﳉﻤﻬﻮر‬‫ﺳﻴﻌﺮف‬‫-ﻛﻴﻒ‬
‫ﻳﻔﻀﻠﻬﺎ‬‫اﻟﺘﻲ‬‫اﻟﺘﻮاﺻﻞ‬‫ﻃﺮق‬‫-ﻣﺎﻫﻲ‬
‫اﳉﻤﻬﻮر؟‬
‫اﻷﻓﻀﻞ؟‬‫اﻟﺘﻮاﺻﻞ‬‫ﻃﺮق‬‫-ﻣﺎﻫﻲ‬
‫ﺗﻜﻠﻔﺔ؟‬‫اﻷﻗﻞ‬‫اﻟﺘﻮﺻﻴﻞ‬‫ﻃﺮق‬‫ﻣﺎﻫﻲ‬
‫اﻟﺘﻜﺎﻟﻴﻒ‬‫ﻫﻴﻜﻞ‬
‫اﳌﺸﺮوع؟‬‫ﻟﻬﺬا‬‫اﻟﺘﻜﺎﻟﻴﻒ‬‫أﻫﻢ‬‫-ﻣﺎﻫﻲ‬
‫ﺗﻜﻠﻔﺔ؟‬‫اﻷﻛﺜﺮ‬‫اﻟﺮﺋﻴﺴﻴﺔ‬‫اﳌﻮارد‬‫-ﻣﺎﻫﻲ‬
‫ﺗﻜﻠﻔﺔ؟‬‫اﻷﻛﺜﺮ‬‫اﻟﺮﺋﻴﺴﻴﺔ‬‫اﻷﻧﺸﻄﺔ‬‫-ﻣﺎﻫﻲ‬
‫اﻹﻳﺮادات‬‫ﻣﺼﺎدر‬
‫أﺟﻠﻬﺎ؟‬‫ﻣﻦ‬‫اﳉﻤﻬﻮر‬‫ﺳﻴﺪﻓﻊ‬‫اﻟﺘﻲ‬‫اﳌﻨﺘﺠﺎت‬‫-ﻣﺎﻫﻲ‬
‫ﺣﺎﻟﻴﺎ؟‬‫ﻳﺪﻓﻌﻮن‬‫-ﻛﻴﻒ‬
‫ﻳﺪﻓﻌﻮن؟‬‫أن‬‫ﻳﻔﻀﻠﻮن‬‫-ﻛﻴﻒ‬
‫ﻟﻠﻤﺸﺮوع؟‬‫ﺑﺎﻟﻨﺴﺒﺔ‬‫ﻣﻨﺘﺞ‬‫ﻛﻞ‬‫إﻳﺮادات‬‫ﻧﺴﺒﺔ‬‫-ﻣﺎﻫﻲ‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٥!|!ﺻﻔﺤﺔ‬

6. !‫ء‬‫نا‬LLL‫ب‬!‫ل‬LLL‫ئ‬‫ا‬LLL‫س‬‫ة!و‬LLL‫س‬‫تم!درا‬LLL‫ت‬!‫ية‬LLL‫ل‬‫تا‬LLL‫ل‬‫طوة!ا‬LLL‫خ‬‫ي!ال‬LLL‫ف‬‫مهور.!و‬LLL‫ج‬‫ع!ال‬LLL‫م‬!‫ل‬LLL‫ص‬‫توا‬LLL‫ل‬‫نتج!وا‬LLL‫مل‬‫يل!ا‬LLL‫ص‬‫تو‬LLL‫ل‬!‫ها‬LLL‫م‬‫تخدا‬LLL‫س‬‫ا‬
!‫ه‬‫ذ‬LL‫ه‬!.‫روع‬LL‫ش‬‫ا!امل‬LL‫ه‬ّ‫يدر‬LL‫س‬!‫تي‬LL‫ل‬‫اح!ا‬LL‫ب‬‫رادات!واألر‬LL‫ي‬‫صادر!اإل‬LL‫م‬!‫ة‬LL‫س‬‫تم!درا‬LL‫ت‬!‫م‬LL‫ث‬!.‫عمالء‬LL‫ل‬‫ع!ا‬LL‫م‬!‫تميزة‬LL‫مل‬‫ة!ا‬LL‫ق‬‫عال‬LL‫ل‬‫ا‬
!.‫املربعات!تختصر!الناحية!التسويقية!من!املشروع‬
!‫د‬‫وار‬LL‫مل‬‫م!ا‬LL‫ث‬!،‫ق‬LL‫ي‬‫فر‬LL‫ل‬‫ها!ا‬LL‫ب‬!‫يقوم‬LL‫س‬!‫تي‬LL‫ل‬‫يسية!ا‬LL‫ئ‬‫ر‬LL‫ل‬‫طة!ا‬LL‫ش‬‫ة!األن‬LL‫س‬‫درا‬LL‫ب‬!‫تبدأ‬LL‫ف‬!‫ة‬LL‫ي‬‫تنفيذ‬LL‫ل‬‫ية!ا‬LL‫ح‬‫لنا‬LL‫ل‬!‫بة‬LL‫س‬‫الن‬LL‫ب‬!‫ا‬LL‫م‬‫أ‬
!‫ن‬LLL‫ي‬‫ذ‬LLL‫ل‬‫يون!ا‬LLL‫ج‬‫خار‬LLL‫ل‬‫اء!ا‬LLL‫ك‬‫ر‬LLL‫ش‬‫ن!ال‬LLL‫ع‬!‫ث‬LLL‫ي‬‫د‬LLL‫ح‬‫تم!ال‬LLL‫ي‬!‫م‬LLL‫ث‬!.‫روع‬LLL‫ش‬‫ذا!امل‬LLL‫ه‬‫لقيام!ب‬LLL‫ل‬!‫ها‬LLL‫ج‬‫يحتا‬LLL‫س‬!‫تي‬LLL‫ل‬‫يسية!ا‬LLL‫ئ‬‫ر‬LLL‫ل‬‫ا‬
!.‫سيحتاجهم!الفريق!لتنفيذ!مشروعهم.!وأخيرا!تتم!دراسة!التكاليف!التي!سيتسبب!بها!املشروع‬
!‫ء‬‫بنا‬LL‫ل‬!‫ق‬LL‫ي‬‫فر‬LL‫ل‬‫ه!ا‬LL‫ج‬‫يحتا‬LL‫س‬!‫ا‬LL‫مل‬!‫حة‬LL‫ض‬‫ورة!وا‬LL‫ص‬!‫ق‬LL‫ي‬‫فر‬LL‫ل‬‫دى!ا‬LL‫ل‬!‫تتشكل‬LL‫س‬!،‫عمل‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫ناء‬LL‫ب‬!‫ن‬LL‫م‬!‫تهاء‬LL‫ن‬‫عد!اال‬LL‫ب‬
!‫ة‬LL‫ي‬‫نها‬LL‫ل‬‫ي!ا‬LL‫ف‬‫بيرة.!و‬LL‫ك‬!‫ة‬LL‫ل‬‫سهو‬LL‫ب‬!‫صورة‬LL‫ل‬‫ذه!ا‬LL‫ه‬!‫ي‬LL‫ف‬!‫عدل‬LL‫ي‬!‫طور!أو‬LL‫ي‬!‫ه!أن‬LL‫ن‬‫كا‬LL‫م‬‫إ‬LL‫ب‬!‫نفيذه.!و‬LL‫ت‬‫قه!و‬LL‫ي‬‫سو‬LL‫ت‬‫نتج!و‬LL‫مل‬‫ا‬
!.‫سيتكون!لدى!جميع!أفراد!الفريق!رؤية!موحدة!للمشروع‬
‫شركاء‬
‫رئيسيون‬
‫األنشطة‬
‫الرئيسية‬
‫القيمة‬
‫املضافة‬
‫مع‬ ‫العالقة‬
‫العمالء‬
‫الجمهور‬
‫املستهدف‬
‫املوارد‬
‫الرئيسية‬
‫قنوات‬
‫التواصل‬
‫التكاليف‬ ‫هيكل‬ ‫اإليرادات‬ ‫مصادر‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٦!|!ﺻﻔﺤﺔ‬

7. ‫اﻟﻌﻤﻞ؟‬ ‫ﳕﻮذج‬ ‫ﺗﻌﺒﺌﺔ‬ ‫ﻓﻲ‬ ‫أﺑﺪأ‬ ‫أﻳﻦ‬ ‫ﻣﻦ‬
!‫ء‬‫عمال‬LL‫ل‬‫تجعل!ا‬LL‫س‬!‫تي‬LL‫ل‬‫تميز!ا‬LL‫ل‬‫قاط!ا‬LL‫ن‬!‫ة‬LL‫ف‬‫عر‬LL‫م‬‫ة!و‬LL‫ح‬‫قتر‬LL‫مل‬‫فكرة!ا‬LL‫ل‬‫ف!ا‬LL‫ي‬‫تعر‬LL‫ب‬!‫روع‬LL‫ش‬‫فكرة!أو!امل‬LL‫ل‬‫ة!ا‬LL‫س‬‫بدأ!درا‬LL‫ت‬
!‫م‬‫تت‬LL‫س‬!‫ذي‬LL‫ل‬‫ع!األول!ا‬LL‫ب‬‫ر‬LL‫مل‬‫عمل.!ا‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫عبئة‬LL‫ت‬!‫لة‬LL‫ح‬‫ر‬LL‫م‬!‫بدأ‬LL‫ت‬!،‫فها‬LL‫ي‬‫عر‬LL‫ت‬‫فكرة!و‬LL‫ل‬‫ة!ا‬LL‫ف‬‫عر‬LL‫م‬!‫عد‬LL‫ب‬!.‫ليها‬LL‫ع‬!‫قبلون‬LL‫ي‬
!‫د‬LL‫ق‬!‫مال‬LL‫ع‬‫ن!رواد!األ‬LL‫م‬!‫كثير‬LL‫ل‬‫ظ!أن!ا‬LL‫ح‬‫ال‬LL‫مل‬‫ن!ا‬LL‫م‬!.‫تهدف‬LL‫س‬‫مهور!امل‬LL‫ج‬‫ع!ال‬LL‫ب‬‫ر‬LL‫م‬!‫و‬LL‫ه‬!‫عمل‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫ي‬LL‫ف‬!‫عبئته‬LL‫ت‬
!‫ع‬LL‫ب‬‫ر‬LL‫م‬)!‫عمل‬LL‫ل‬‫موذج!ا‬LL‫ن‬!‫ز‬LL‫ك‬‫ر‬LL‫م‬!‫ي‬LL‫ف‬!‫ود‬LL‫ج‬‫و‬LL‫مل‬‫ع!ا‬LL‫ب‬‫ر‬LL‫مل‬‫و!ا‬LL‫ه‬!‫روع‬LL‫ش‬‫ة!امل‬LL‫س‬‫ة!درا‬LL‫ي‬‫بدا‬LL‫ل‬!‫ضل‬LL‫ف‬‫كان!األ‬LL‫مل‬‫عتقدون!أن!ا‬LL‫ي‬
!‫ت‬‫ا‬LL‫ع‬‫ترا‬LL‫خ‬‫ظم!ا‬LL‫ع‬‫ك!أ‬LL‫ي‬‫د‬LL‫ل‬!‫ان‬LL‫ك‬!‫و‬LL‫ل‬!‫حتى‬LL‫ف‬!.‫عبئته‬LL‫ت‬!‫ي‬LL‫ف‬!‫ية‬LL‫ل‬‫ثا‬LL‫م‬!‫ت‬LL‫س‬‫قة!لي‬LL‫ي‬‫طر‬LL‫ل‬‫ذه!ا‬LL‫ه‬!‫كن‬LL‫ل‬!‫ة(!؛‬LL‫ف‬‫ضا‬LL‫مل‬‫قيمة!ا‬LL‫ل‬‫ا‬
!.‫ه‬L‫ئ‬‫را‬L‫ش‬‫هم!ب‬L‫ي‬‫د‬L‫ل‬!!‫بة‬L‫غ‬‫عمالء!ور‬L‫ل‬‫دى!ا‬L‫ل‬!‫تياج‬L‫ح‬‫ود!ا‬L‫ج‬‫دم!و‬L‫ع‬!‫ال‬L‫ح‬!‫ي‬L‫ف‬!‫يمة‬L‫ق‬!‫ة‬L‫ي‬‫ه!أ‬L‫ل‬!‫يس‬L‫ل‬!‫ك‬L‫ع‬‫ترا‬L‫خ‬‫إن!ا‬L‫ف‬!،‫م‬L‫ل‬‫عا‬L‫ل‬‫ا‬
!،‫هم‬L‫ت‬‫ا‬L‫ج‬‫تيا‬L‫ح‬‫د!ا‬L‫ي‬‫د‬L‫ح‬‫تهم!وت‬L‫ف‬‫عر‬L‫م‬‫عمالء!أوال!و‬L‫ل‬‫ة!ا‬L‫س‬‫درا‬L‫ب‬!‫تم‬L‫ي‬!‫روع‬L‫ش‬‫طيط!امل‬L‫خ‬‫ة!ت‬L‫ي‬‫بدا‬L‫ل‬!‫ثل‬L‫م‬‫كان!األ‬L‫مل‬‫ا‬L‫ف‬!‫ك‬L‫ل‬‫ذ‬L‫ل‬
!.‫ثم!اإلنتقال!ملربع!القيمة!املضافة!إلعادة!تصميم!املنتج!بما!يتوافق!مع!تلك!االحتياجات‬
‫(ﻟﺘﻌﺪ#ﻞ‬ ‫ﻣﻦ‬ ‫ﺳﺘﻤﻜﻨﻚ‬ ‫ﻷﻧ1ﺎ‬ .‫(ﻟﺼﻔﺮ(ء‬ ‫(ﻟﻼﺻﻘﺔ‬ <(=>‫(ﻷ‬ ?(‫ﺑﺎﺳﺘﺨﺪ‬ ‫(ﻟﻌﻤﻞ‬ BC‫ﻧﻤﻮ‬ ‫ﺑﺘﻌﺒﺌﺔ‬ ?‫ﺗﻘﻮ‬ HI ‫(ﻷﻓﻀﻞ‬ ‫>ﻣﻦ‬
:‫(ﻟﺘﺎﻟﻲ‬ ‫ﻛﺎﻟﺸﻜﻞ‬ ‫ﻟﺘﺼﺒﺢ‬ P‫ﺑﺴ1ﻮﻟﺔ‬
!
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٧!|!ﺻﻔﺤﺔ‬

8. .‫ﻠﻲ‬S‫(ﻟﺘﻔﺼ‬ T‫(ﻟﺸﺮ‬ ‫ﻣﻊ‬ H‫>(ﻵ‬
:(‫اﻟﻌﻤﻼء‬ ‫)ﺷﺮاﺋﺢ‬ ‫اﳌﺴﺘﻬﺪف‬ ‫اﳉﻤﻬﻮر‬ :‫أوﻻ‬
!‫ن‬L‫م‬!‫ة‬L‫ع‬‫مو‬L‫ج‬‫ة!م‬L‫ي‬‫نها‬L‫ل‬‫ي!ا‬L‫ف‬!‫دم‬L‫خ‬‫ه!سي‬L‫ن‬‫د!وأ‬L‫ب‬!‫حي(!؛!ال‬L‫ب‬‫ير!ر‬L‫غ‬!‫حيا!أو‬L‫ب‬‫ان!ر‬L‫ك‬‫واء!أ‬L‫س‬)!‫ه‬L‫ب‬!‫نقوم‬L‫س‬!‫روع‬L‫ش‬‫أي!م‬
!‫ن‬L‫م‬!‫تمكن‬L‫ل‬‫ي!ا‬L‫ل‬‫تا‬L‫ل‬‫ا‬L‫ب‬‫هم!و‬L‫ت‬‫ا‬L‫ج‬‫تيا‬L‫ح‬‫ة!ا‬L‫ف‬‫عر‬L‫مل‬!‫راد‬L‫ف‬‫ؤالء!األ‬L‫ه‬!‫ن‬L‫ع‬!‫كثفة‬L‫م‬!‫ة‬L‫س‬‫راء!درا‬L‫ج‬‫ن!إ‬L‫م‬!‫د‬L‫ب‬‫ك!ال‬L‫ل‬‫ذ‬L‫ل‬‫راد.!و‬L‫ف‬‫األ‬
!‫ث‬‫حي‬LLLL‫ب‬!،‫ح‬LLLL‫ئ‬‫را‬LLLL‫ش‬!‫ى‬LLLL‫ل‬‫تقسيمهم!إ‬LLLL‫ب‬!‫قوم‬LLLL‫ن‬!‫لينا!أن‬LLLL‫ع‬!‫عمالء‬LLLL‫ل‬‫ة!ا‬LLLL‫س‬‫تسهيل!درا‬LLLL‫ل‬‫ه.!و‬LLLL‫ج‬‫ضل!و‬LLLL‫ف‬‫لى!أ‬LLLL‫ع‬!‫تهم‬LLLL‫م‬‫د‬LLLL‫خ‬
!‫ي‬LLLL‫ه‬!‫عمالء‬LLLL‫ل‬‫تقسيم!ا‬LLLL‫ل‬!‫قة‬LLLL‫ي‬‫ر‬LLLL‫ط‬!‫ر‬LLLL‫ه‬‫هة.!أش‬LLLL‫ب‬‫تشا‬LLLL‫م‬!‫ص‬LLLL‫ئ‬‫صا‬LLLL‫خ‬!‫معهم‬LLLL‫ج‬‫راد!ت‬LLLL‫ف‬‫لى!أ‬LLLL‫ع‬!‫حة‬LLLL‫ي‬‫ر‬LLLL‫ش‬!‫ل‬LLLL‫ك‬!‫حوي‬LLLL‫ت‬
!:‫تقسيمهم!بناء!على!أحد!أو!عدة!من!املعايير!األربعة!في!الجدول!التالي‬
.١!!:‫جغرافيا‬
!‫ة‬‫ن‬LLL‫ي‬‫د‬LLL‫م‬!‫دم‬LLL‫خ‬‫روع!سي‬LLL‫ش‬‫ان!امل‬LLL‫ك‬!‫إن‬LLL‫ف‬!.‫ية‬LLL‫ف‬‫جغرا‬LLL‫ل‬‫نطقة!ا‬LLL‫مل‬‫ي!ا‬LLL‫ه‬!‫نا‬LLL‫ه‬!‫راد‬LLL‫ف‬‫ني!األ‬LLL‫ب‬!‫ة‬LLL‫ك‬‫تر‬LLL‫ش‬‫صفة!امل‬LLL‫ل‬‫كون!ا‬LLL‫ت‬
!‫ة‬‫ن‬LL‫ي‬‫د‬LL‫م‬!‫ل‬LL‫ه‬‫ات!أ‬LL‫ج‬‫تيا‬LL‫ح‬‫ي!ا‬LL‫ف‬!‫نظر‬LL‫ل‬‫تم!ا‬LL‫ي‬!‫ك‬LL‫ل‬‫ذ‬LL‫ب‬‫تخدم.!و‬LL‫س‬‫و!امل‬LL‫ه‬!‫ي‬LL‫ف‬‫جغرا‬LL‫ل‬‫تقسيم!ا‬LL‫ل‬‫كون!ا‬LL‫ي‬!‫ا‬LL‫ه‬‫ند‬LL‫ع‬!،‫مص‬LL‫ح‬
!‫و‬‫لة،!أ‬L‫م‬‫ا‬L‫ك‬!‫ا‬L‫ي‬‫ور‬L‫س‬!‫ة‬L‫ل‬‫ي!دو‬L‫ه‬!‫حة‬L‫ي‬‫ر‬L‫ش‬‫كون!ال‬L‫ت‬!‫مكن!أن‬L‫مل‬‫ن!ا‬L‫م‬‫ها.!و‬L‫ن‬‫و‬L‫ج‬‫حتا‬L‫ي‬!‫تي‬L‫ل‬‫ة!ا‬L‫ك‬‫تر‬L‫ش‬‫ياء!امل‬L‫ش‬‫مص!واأل‬L‫ح‬
!‫ال‬!‫تقسيم‬L‫ل‬‫ك!ا‬L‫ل‬‫إن!ذ‬L‫ف‬!،‫سوري‬L‫ل‬‫لشعب!ا‬L‫ل‬!‫ة‬L‫م‬‫قد‬L‫م‬!‫ة‬L‫م‬‫د‬L‫خ‬‫ت!ال‬L‫ن‬‫ا‬L‫ك‬!‫ال‬L‫ح‬!‫ي‬L‫ف‬!.‫شق‬L‫م‬‫جنوب!د‬L‫ك‬!‫ياء‬L‫ح‬‫ن!األ‬L‫م‬!‫يا‬L‫ح‬
!‫ة‬‫منطق‬LLL‫ب‬!‫ن‬LLL‫ي‬‫دود‬LLL‫ح‬‫يسوا!م‬LLL‫ل‬!‫ك‬LLL‫ل‬‫ذ‬LLL‫ب‬‫ا!و‬LLL‫ي‬‫ور‬LLL‫س‬!‫ارج‬LLL‫خ‬!‫ل!أو‬LLL‫خ‬‫دون!دا‬LLL‫ج‬‫توا‬LLL‫ي‬!‫د‬LLL‫ق‬!‫ني‬LLL‫ي‬‫سور‬LLL‫ل‬‫يا،!ألن!ا‬LLL‫ف‬‫غرا‬LLL‫ج‬!‫عد‬LLL‫ي‬
!.(‫جغرافية!)السوريني!هي!ضمن!التقسيم!الديموغرافي‬
.٢!:(‫الديموغرافي!)خصائص!السكان‬
!‫س‬‫جن‬LL‫ل‬‫ثال(،!أو!ا‬LL‫م‬!‫فال‬LL‫ط‬‫باب!أو!أ‬LL‫ش‬)!‫عمر‬LL‫ل‬‫ا‬LL‫ك‬!‫سكان‬LL‫ل‬‫ص!ا‬LL‫ئ‬‫خصا‬LL‫ب‬!‫بطة‬LL‫ت‬‫ر‬LL‫م‬!‫نا‬LL‫ه‬!‫ة‬LL‫ك‬‫تر‬LL‫ش‬‫صفة!امل‬LL‫ل‬‫كون!ا‬LL‫ت‬
!‫ن‬L‫م‬!‫ا‬L‫ه‬‫ير‬L‫غ‬‫تيم!أو‬L‫ي‬!‫ه‬L‫ن‬‫و‬L‫ك‬!‫علمية!أو‬L‫ل‬‫ة!ا‬L‫ج‬‫در‬L‫ل‬‫جنسية!أو!ا‬L‫ل‬‫عرق!أو!ا‬L‫ل‬‫ل!أو!ا‬L‫خ‬‫د‬L‫ل‬‫ة!أو!ا‬L‫ن‬‫ا‬L‫ي‬‫د‬L‫ل‬‫ثى(!أو!ا‬L‫ن‬‫ر!أو!أ‬L‫ك‬‫)ذ‬
!.‫الصفات!األخرى‬
Geography
ًّ‫ا‬‫جغرافي‬
Demography
ًّ‫ا‬‫ديموغرافي‬
Psychography
ًّ‫ا‬‫نفسي‬
Customers Behavior
‫العمالء‬ ‫سلوك‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٨!|!ﺻﻔﺤﺔ‬

9. .٣!:‫النفسي‬
!،‫نفسية‬LLL‫ل‬‫ل!ا‬LLL‫ك‬‫شا‬LLL‫مل‬‫عني!ا‬LLL‫ي‬!‫ذا!ال‬LLL‫ه‬!‫إن‬LLL‫ف‬!‫فسي‬LLL‫ن‬!‫نا‬LLL‫ه‬!‫تقسيم‬LLL‫ل‬‫ون!ا‬LLL‫ك‬!‫فسية!؛‬LLL‫ن‬!‫نا‬LLL‫ه‬!‫ة‬LLL‫ك‬‫تر‬LLL‫ش‬‫صفة!امل‬LLL‫ل‬‫كون!ا‬LLL‫ت‬
!‫ف‬‫تهد‬L‫س‬‫مثال!ي‬L‫ف‬!.‫ن‬L‫ي‬‫ر‬L‫ط‬‫خا‬L‫مل‬‫مسني!أو!ا‬L‫ح‬‫يني!أو!املت‬L‫ل‬‫عزا‬L‫ن‬‫اإل‬L‫ك‬!!،‫معهم‬L‫ج‬‫فسية!ت‬L‫ن‬!‫فات‬L‫ص‬!‫رد‬L‫ج‬‫ي!م‬L‫ه‬!‫ما‬L‫ن‬‫وإ‬
!‫ن‬L‫ي‬‫ذ‬L‫ل‬‫باب!ا‬L‫ش‬‫اء!ال‬L‫ي‬‫عي!األز‬L‫ئ‬‫ا‬L‫ب‬!‫تهدف‬L‫س‬‫ة.!وي‬L‫ع‬‫ر‬L‫س‬‫حبون!ال‬L‫ي‬!‫ن‬L‫ي‬‫ذ‬L‫ل‬‫ن!ا‬L‫ي‬‫ر‬L‫ط‬‫خا‬L‫مل‬‫عة!ا‬L‫ي‬‫ر‬L‫س‬‫سيارات!ال‬L‫ل‬‫عي!ا‬L‫ئ‬‫ا‬L‫ب‬
!‫و‬‫صحي!أ‬LL‫ل‬‫نظام!ا‬LL‫ل‬‫حبون!ا‬LL‫ي‬!‫ن‬LL‫ي‬‫ذ‬LL‫ل‬‫خاص!ا‬LL‫ش‬‫صحية!األ‬LL‫ل‬‫بات!ا‬LL‫ج‬‫و‬LL‫ل‬‫عي!ا‬LL‫ئ‬‫ا‬LL‫ب‬!‫تهدف‬LL‫س‬‫ة.!وي‬LL‫ض‬‫و‬LL‫مل‬‫حبون!ا‬LL‫ي‬
!.‫لديهم!هوس!نظامهم!الغذائي!وفي!حساب!سعراتهم!الحرارية‬
.٤!:‫سلوك!العمالء‬
!‫ي‬LL‫ف‬)!‫دد‬LL‫ج‬!‫مالء‬LL‫ع‬!‫تهدف‬LL‫س‬‫حن!ن‬LL‫ن‬!‫ل‬LL‫ه‬‫عنا؛!ف‬LL‫م‬!‫بق‬LL‫س‬‫لهم!امل‬LL‫م‬‫عا‬LL‫ت‬!‫الل‬LL‫خ‬!‫ن‬LL‫م‬!‫حة‬LL‫ي‬‫ر‬LL‫ش‬‫قيم!ال‬LL‫ي‬!‫تقسيم‬LL‫ل‬‫ذا!ا‬LL‫ه‬‫و‬
!‫ف‬‫تهد‬L‫س‬‫طبع(!أم!ن‬L‫ل‬‫ا‬L‫ب‬!‫ددا‬L‫ج‬!‫ون‬L‫ن‬‫يكو‬L‫س‬!‫عمالء‬L‫ل‬‫ميع!ا‬L‫ج‬!‫إن‬L‫ف‬!‫دة‬L‫ي‬‫د‬L‫ج‬!‫نطقة‬L‫م‬!‫ي‬L‫ف‬!‫د‬L‫ي‬‫د‬L‫ج‬!‫روع‬L‫ش‬‫ان!امل‬L‫ك‬!‫ال‬L‫ح‬
!‫و‬‫ن،!أ‬LLL‫ي‬‫تميز‬LLL‫مل‬‫لعمالء!ا‬LLL‫ل‬!‫خصصة‬LLL‫م‬!‫كون‬LLL‫ت‬!‫صاالت‬LLL‫ت‬‫ات!اإل‬LLL‫ك‬‫ر‬LLL‫ش‬!‫روض‬LLL‫ع‬!‫عض‬LLL‫ب‬!‫مثال‬LLL‫ف‬!.‫قني‬LLL‫ب‬‫سا‬LLL‫ل‬‫ا!ا‬LLL‫ن‬‫مالء‬LLL‫ع‬
!‫ن‬‫و‬LL‫ك‬‫تر‬LL‫ش‬‫ميعا!م‬LL‫ج‬!‫هم‬LL‫ن‬‫ي!أ‬LL‫ه‬!‫ة‬LL‫ل‬‫حا‬LL‫ل‬‫ذه!ا‬LL‫ه‬!‫ي‬LL‫ف‬!‫عمالء‬LL‫ل‬‫لوك!ا‬LL‫س‬)!‫ع‬LL‫ف‬‫د‬LL‫ل‬‫بقة!ا‬LL‫س‬‫طوط!م‬LL‫خ‬‫مالء!ال‬LL‫ع‬!‫تهدف‬LL‫س‬‫ت‬
!‫ك‬LLL‫ل‬‫ذ‬LLL‫ب‬‫جوال.!و‬LLL‫ل‬‫ي!ا‬LLL‫ف‬!‫ثيرا‬LLL‫ك‬!‫ون‬LLL‫ث‬‫د‬LLL‫ح‬‫ن!يت‬LLL‫ي‬‫ذ‬LLL‫ل‬‫عمالء!ا‬LLL‫ل‬‫تهدف!ا‬LLL‫س‬‫روض!ت‬LLL‫ع‬!‫ع”(،!أو‬LLL‫ف‬‫د‬LLL‫ل‬‫بقة!ا‬LLL‫س‬‫ة!“م‬LLL‫م‬‫د‬LLL‫خ‬‫ب‬
!‫ف‬‫تهد‬LL‫س‬‫تي!ت‬LL‫ل‬‫تخفيضات!ا‬LL‫ل‬‫روض!ا‬LL‫ع‬!.‫عنا‬LL‫م‬!‫ي‬LL‫ئ‬‫را‬LL‫ش‬‫هم!ال‬LL‫ك‬‫لو‬LL‫س‬!‫لى‬LL‫ع‬!‫ناء‬LL‫ب‬!‫كون‬LL‫ي‬!‫نا‬LL‫ه‬!‫حة‬LL‫ي‬‫ر‬LL‫ش‬‫قسيم!ال‬LL‫ت‬
!‫ث‬‫ي‬L‫ح‬!،‫تقسيم‬L‫ل‬‫ي!ا‬L‫ف‬!”‫عمالء‬L‫ل‬‫لوك!ا‬L‫س‬“!‫تخدم‬L‫س‬‫نتج!ي‬L‫م‬!‫لى‬L‫ع‬!‫ثال‬L‫م‬!‫ي‬L‫ه‬!(‫ع‬L‫ف‬‫د‬L‫ل‬‫بقة!ا‬L‫س‬‫ة!م‬L‫م‬‫د‬L‫خ‬)!‫وا‬L‫س‬!‫مالء‬L‫ع‬
!‫ء‬‫مال‬LLL‫ع‬!‫ر!أو‬LLL‫ت‬‫فو‬LLL‫مل‬‫مالء!ا‬LLL‫ع‬!‫ة‬LLL‫م‬‫د‬LLL‫خ‬‫ذه!ال‬LLL‫ه‬!‫ن‬LLL‫م‬!‫تفيد‬LLL‫س‬‫ن!ي‬LLL‫ل‬)!‫حة‬LLL‫ي‬‫ر‬LLL‫ش‬‫ذه!ال‬LLL‫ه‬!‫قط‬LLL‫ف‬!‫عروض‬LLL‫ل‬‫ذه!ا‬LLL‫ه‬!‫تهدف‬LLL‫س‬‫ت‬
!!.(‫شركات!أخرى‬
!‫م‬‫د‬LLLّ‫خ‬‫رن!ي‬LL‫ف‬!‫تتاح‬LL‫ف‬‫مكن!ا‬LL‫مل‬‫من!ا‬LL‫ف‬!،‫ت‬LL‫ق‬‫و‬LL‫ل‬‫فس!ا‬LL‫ن‬!‫ي‬LL‫ف‬!‫ح‬LL‫ئ‬‫را‬LL‫ش‬!‫دة‬LL‫ع‬!‫تهدف‬LL‫س‬‫د!أن!ي‬LL‫ح‬‫روع!وا‬LL‫ش‬‫مكن!مل‬LL‫مل‬‫ن!ا‬LL‫م‬‫و‬
!‫ا‬‫نه‬LL‫م‬!‫حة‬LL‫ي‬‫ر‬LL‫ش‬!‫ل‬LL‫ك‬!‫دم‬LL‫خ‬‫روع!سي‬LL‫ش‬‫ذا!امل‬LL‫ه‬!‫إن‬LL‫ف‬!‫ك‬LL‫ل‬‫ذ‬LL‫ب‬‫ختلفتني(،!و‬LL‫م‬!‫حيتني‬LL‫ي‬‫ر‬LL‫ش‬)!‫لب‬LL‫ح‬!‫نة‬LL‫ي‬‫د‬LL‫م‬‫ب!و‬LL‫ل‬‫نة!إد‬LL‫ي‬‫د‬LL‫م‬
!‫ى‬LLLL‫ل‬‫نحتاج!إ‬LLLL‫س‬!‫نا‬LLLL‫ن‬‫إ‬LLLL‫ف‬!،‫ب‬LLLL‫ل‬‫ي!إد‬LLLL‫ف‬!‫ه‬LLLL‫ح‬‫تتا‬LLLL‫ف‬‫م!ا‬LLLL‫ت‬!‫مثال!إن‬LLLL‫ف‬)!‫عد‬LLLL‫ب‬!‫يما‬LLLL‫ف‬!‫عنا‬LLLL‫م‬!‫يمر‬LLLL‫س‬!‫ما‬LLLL‫ك‬!‫ختلفة‬LLLL‫م‬!‫قة‬LLLL‫ي‬‫طر‬LLLL‫ب‬
!.(‫سيارات!لتوصيل!الخبز!إلى!حلب‬
!‫م‬‫ت‬LL‫ي‬!‫هم‬LL‫ت‬‫ا‬LL‫ج‬‫تيا‬LL‫ح‬‫ة!ا‬LL‫س‬‫عد!درا‬LL‫ب‬‫هم،!و‬LL‫ت‬‫ا‬LL‫ج‬‫تيا‬LL‫ح‬‫ة!ا‬LL‫س‬‫درا‬LL‫ب‬!‫بدأ‬LL‫ن‬!،‫ها‬LL‫ف‬‫تهد‬LL‫س‬‫تي!سن‬LL‫ل‬‫حة!ا‬LL‫ي‬‫ر‬LL‫ش‬‫د!ال‬LL‫ي‬‫د‬LL‫ح‬‫عد!ت‬LL‫ب‬
!‫ع‬L‫ب‬‫ر‬L‫مل‬‫ي!ا‬L‫ف‬!‫ات‬L‫ج‬‫تيا‬L‫ح‬‫ة!اال‬L‫س‬‫ن!درا‬L‫ع‬!‫ث‬L‫ي‬‫د‬L‫ح‬‫يتم!ال‬L‫س‬!.‫تياج‬L‫ح‬‫ك!اال‬L‫ل‬‫لبي!ذ‬L‫ت‬!‫ة‬L‫م‬‫د‬L‫خ‬!‫نتج!أو‬L‫م‬!‫الل‬L‫خ‬!‫ن‬L‫م‬!‫لبيتها‬L‫ت‬
!.!(‫التالي!)ماذا!نضيف؟‬
(‫ﻧﻀﻴﻒ؟‬ ‫)ﻣﺎذا‬ ‫اﳌﻀﺎﻓﺔ‬ ‫اﻟﻘﻴﻤﺔ‬ :‫ﺛﺎﻧﻴﺎ‬
!‫ة‬‫ح‬L‫ي‬‫ر‬L‫ش‬‫ذه!ال‬L‫ه‬!‫دى‬L‫ل‬!‫تي‬L‫ل‬‫ات!ا‬L‫ج‬‫تيا‬L‫ح‬‫ة!اال‬L‫س‬‫درا‬L‫ب‬!‫بدأ‬L‫ن‬!‫ها‬L‫م‬‫د‬L‫خ‬‫تي!سن‬L‫ل‬‫ح!ا‬L‫ئ‬‫را‬L‫ش‬‫حة!أو!ال‬L‫ي‬‫ر‬L‫ش‬‫ة!ال‬L‫ف‬‫عر‬L‫م‬!‫عد‬L‫ب‬
!(‫ا‬LLL‫ط‬‫بطا‬LLL‫ل‬‫س!)ا‬LLL‫ط‬‫بطا‬LLL‫ل‬‫تقشير!ا‬LLL‫ب‬!‫قوم‬LLL‫ي‬!‫هاز‬LLL‫ج‬!‫ة‬LLL‫ع‬‫صنا‬LLL‫ل‬!‫كرة‬LLL‫ف‬!‫نا‬LLL‫ي‬‫د‬LLL‫ل‬!‫نفترض!أن‬LLL‫ل‬!.‫تلبيتها‬LLL‫ب‬!‫ا‬LLL‫ه‬‫عد‬LLL‫ب‬!‫قوم‬LLL‫ن‬‫و‬
!‫د‬LL‫ق‬!.‫عمالء‬LL‫ل‬‫ات!ا‬LL‫ج‬‫تيا‬LL‫ح‬‫ة!ا‬LL‫ف‬‫عر‬LL‫م‬!‫جهاز!دون‬LL‫ل‬‫ذا!ا‬LL‫ه‬!‫تصنيع‬LL‫ب‬!‫منا‬LL‫ق‬‫و‬LL‫ل‬!‫اذا‬LL‫م‬!.‫شمسية‬LL‫ل‬‫ة!ا‬LL‫ق‬‫طا‬LL‫ل‬‫تخدام!ا‬LL‫س‬‫ا‬LL‫ب‬
!‫و‬‫ا،!أ‬L‫ه‬‫تقشير‬L‫ل‬!‫ون‬L‫ج‬‫حتا‬L‫ي‬!‫ها!وال‬L‫ن‬‫لقو‬L‫س‬‫هم!ي‬L‫ن‬‫ا،!أو!أ‬L‫س‬‫ا‬L‫س‬‫س!أ‬L‫ط‬‫بطا‬L‫ل‬‫لون!ا‬L‫ك‬‫أ‬L‫ي‬!‫عمالء!ال‬L‫ل‬‫ثال!أن!ا‬L‫م‬!‫كتشف‬L‫ن‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٩!|!ﺻﻔﺤﺔ‬

10. !‫ل‬L‫ه‬)!‫هم‬L‫ت‬‫ا‬L‫ج‬‫تيا‬L‫ح‬‫ة!ا‬L‫ف‬‫عر‬L‫م‬!‫لينا!أوال‬L‫ع‬!‫ذا‬L‫ه‬‫ك.!ول‬L‫ل‬‫ذ‬L‫ل‬!‫عدات‬L‫مل‬!‫ون‬L‫ج‬‫حتا‬L‫ي‬!‫ا!وال‬L‫ه‬‫تقشير‬L‫ب‬!‫تمتعون‬L‫س‬‫هم!ي‬L‫ن‬‫تى!أ‬L‫ح‬
!.(‫لديهم!احتياج!فعلي!لجهاز!تقشير!البطاطس‬
!،‫ة:!آآلم‬LLLL‫س‬‫عني!درا‬LLLL‫ي‬!‫!أو‬Pain,!Gain!and!Jobs!‫موذج‬LLLL‫ن‬!‫و‬LLLL‫ه‬!‫ات‬LLLL‫ج‬‫تيا‬LLLL‫ح‬‫ة!اال‬LLLL‫س‬‫درا‬LLLL‫ل‬!‫طرق‬LLLL‫ل‬‫ل!ا‬LLLL‫ه‬‫ن!أس‬LLLL‫م‬
!Value!‫ة‬LLLLLL‫ح‬‫قتر‬LLLLLL‫مل‬‫قيمة!ا‬LLLLLL‫ل‬‫صميم!ا‬LLLLLL‫ت‬!‫تاب‬LLLLLL‫ك‬!‫ن‬LLLLLL‫م‬!‫وذ‬LLLLLL‫خ‬‫أ‬LLLLLL‫م‬!‫نموذج‬LLLLLL‫ل‬‫ذا!ا‬LLLLLL‫ه‬!.‫عمالء‬LLLLLL‫ل‬‫ف!ا‬LLLLLL‫ئ‬‫ا‬LLLLLL‫ظ‬‫ب،!وو‬LLLLLL‫س‬‫كا‬LLLLLL‫م‬‫و‬
!.‫!للمؤلف!أليكساندر!أوسترويلدر‬Proposi:on!Design
!
!‫د‬‫ع‬LLL‫ب‬!‫لينا‬LLL‫ع‬‫سام،!و‬LLL‫ق‬‫ة!أ‬LLL‫ث‬‫ال‬LLL‫ث‬!‫ن‬LLL‫م‬!‫د‬LLL‫ح‬‫ي!وا‬LLL‫ف‬!‫تنحصر‬LLL‫س‬!‫عمالء‬LLL‫ل‬‫ات!ا‬LLL‫ج‬‫تيا‬LLL‫ح‬‫إن!ا‬LLL‫ف‬!،‫نموذج‬LLL‫ل‬‫ذا!ا‬LLL‫ه‬!‫لى‬LLL‫ع‬!‫ناء‬LLL‫ب‬
!:‫معرفة!احتياجاتهم!الحقيقية!أن!نقوم!بعمل!منتج!يلبيها،!واالحتياجات!هي‬
.1Pain ‫8ﻟﻌﻤﻼء‬ `‫ﻻ‬a
!‫و‬‫ثال،!أ‬LL‫م‬!‫ود‬LL‫ق‬‫و‬LL‫ل‬‫عار!ا‬LL‫س‬‫فاع!ا‬LL‫ت‬‫ي!ار‬LL‫ف‬!‫شكلة‬LL‫م‬!‫هم‬LL‫ي‬‫د‬LL‫ل‬!‫ل‬LL‫ه‬‫عمالء،!ف‬LL‫ل‬‫نها!ا‬LL‫م‬!‫ي‬LL‫ن‬‫عا‬LL‫ي‬!‫تي‬LL‫ل‬‫درس!اآلالم!ا‬LL‫ن‬!‫نا‬LL‫ه‬‫و‬
!.‫ك‬L‫ل‬‫ذ‬L‫ك‬!‫ا‬L‫مل‬‫عد!أ‬L‫ي‬!‫دارس‬L‫م‬!‫ود‬L‫ج‬‫دم!و‬L‫ع‬!،‫نقل‬L‫ل‬‫الت!وا‬L‫ص‬‫وا‬L‫مل‬‫ل!ا‬L‫ئ‬‫ا‬L‫س‬‫ي!و‬L‫ف‬!‫قص‬L‫ن‬!‫جوع.!أو‬L‫ل‬‫برد!أو!ا‬L‫ل‬‫ن!ا‬L‫م‬!‫ون‬L‫ن‬‫عا‬L‫ي‬
!‫و‬LLL‫ه‬!‫نا‬LLL‫ه‬!‫ا‬LLL‫ن‬‫كون!دور‬LLL‫ي‬‫حة،!و‬LLL‫ي‬‫ر‬LLL‫ش‬‫ذه!ال‬LLL‫ه‬!‫راد‬LLL‫ف‬‫نها!أ‬LLL‫م‬!‫ي‬LLL‫ن‬‫عا‬LLL‫ي‬!‫ل‬LLL‫ك‬‫شا‬LLL‫م‬!‫و‬LLL‫ه‬!‫نا‬LLL‫ه‬!‫نه‬LLL‫ع‬!‫بحث‬LLL‫ن‬!‫ا‬LLL‫م‬!‫إن‬LLL‫ف‬!‫ك‬LLL‫ل‬‫ذ‬LLL‫ب‬‫و‬
!.‫تقليلها!أو!إزالتها‬
.2Gain ‫8ﻟﻤﻜﺎﺳﺐ‬
!‫م‬‫كنه‬LLL‫ل‬‫يدة!و‬LLL‫ج‬!‫ياة‬LLL‫ح‬!‫عيشون‬LLL‫ي‬!‫اس‬LLL‫ن‬‫ن!أ‬LLL‫ع‬!‫بحث‬LLL‫ن‬!‫ما‬LLL‫ن‬‫عمالء،!وإ‬LLL‫ل‬‫دى!ا‬LLL‫ل‬!‫ودة‬LLL‫ج‬‫و‬LLL‫م‬!‫ن!آالم‬LLL‫ع‬!‫بحث‬LLL‫ن‬!‫نا!ال‬LLL‫ه‬‫و‬
!‫د‬‫ع‬LLL‫ي‬!‫ي‬LLL‫ف‬‫ا‬LLL‫ض‬‫ل!إ‬LLL‫خ‬‫لى!د‬LLL‫ع‬!‫حصول‬LLL‫ل‬‫مثال!ا‬LLL‫ف‬!.‫ية‬LLL‫ف‬‫ا‬LLL‫ض‬‫ب!إ‬LLL‫س‬‫كا‬LLL‫م‬!‫لى‬LLL‫ع‬!‫حصول‬LLL‫ل‬‫ا!وا‬LLL‫ه‬‫ر‬LLL‫ي‬‫طو‬LLL‫ت‬!‫ى‬LLL‫ل‬‫سعون!إ‬LLL‫ي‬
!‫ة‬LLLL‫ف‬‫عر‬LLLL‫م‬‫هارة!و‬LLLL‫مل‬!‫ضيف‬LLLL‫ت‬!‫ها‬LLLL‫ن‬‫ادة،!أل‬LLLL‫ع‬!‫با‬LLLL‫س‬‫عد!مك‬LLLL‫ت‬!‫بية‬LLLL‫ي‬‫تدر‬LLLL‫ل‬‫دورات!ا‬LLLL‫ل‬‫تير!أو!ا‬LLLL‫س‬‫اج‬LLLL‫مل‬‫ة!ا‬LLLL‫س‬‫با.!درا‬LLLL‫س‬‫مك‬
!،‫م‬LLLL‫ل‬‫ة!األ‬LLLL‫ل‬‫إزا‬LLLL‫ب‬!‫قوم‬LLLL‫ي‬!‫ا‬LLLL‫ه‬‫ير‬LLLL‫ف‬‫و‬LLLL‫ت‬‫ا!و‬LLLL‫مل‬‫عد!أ‬LLLL‫ي‬!‫ها‬LLLL‫م‬‫عدا‬LLLL‫ن‬‫ا‬LLLL‫ف‬!،‫عية‬LLLL‫م‬‫جا‬LLLL‫ل‬‫ة!ا‬LLLL‫س‬‫درا‬LLLL‫ل‬‫ن!ا‬LLLL‫م‬!‫عكس‬LLLL‫ل‬‫لى!ا‬LLLL‫ع‬)!‫شخص‬LLLL‫ل‬‫ا‬
!!.(‫وبالتالي!تنتمي!لفقرة!آالم!العمالء‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٠١!|!ﺻﻔﺤﺔ‬

11. .3Jobs ‫ﺎﺋﻒ‬d‫8ﻟﻮ‬
!‫ل‬‫تسهي‬L‫ل‬!‫رق‬L‫ط‬!‫ن‬L‫ع‬!‫بحث‬L‫ن‬‫تيادي،!و‬L‫ع‬‫شكل!ا‬L‫ب‬!‫ناس‬L‫ل‬‫ها!ا‬L‫ب‬!‫قوم‬L‫ي‬!‫تي‬L‫ل‬‫مال!ا‬L‫ع‬‫ف!واأل‬L‫ئ‬‫ا‬L‫ظ‬‫و‬L‫ل‬‫ليل!ا‬L‫ح‬‫قوم!بت‬L‫ن‬!‫نا‬L‫ه‬‫و‬
!‫ا‬‫كنن‬L‫ل‬!،‫وال‬L‫ح‬‫ميع!األ‬L‫ج‬!‫ي‬L‫ف‬!‫طلوب‬L‫مل‬‫عمل!ا‬L‫ل‬‫ا‬L‫ب‬!‫شخص‬L‫ل‬‫قوم!ا‬L‫ي‬!‫يفة‬L‫ظ‬‫و‬L‫ل‬‫ي!ا‬L‫ف‬!‫ه‬L‫ن‬‫نا!أ‬L‫ه‬!‫فرق‬L‫ل‬‫ا‬L‫ف‬!.‫ف‬L‫ئ‬‫ا‬L‫ظ‬‫و‬L‫ل‬‫ذه!ا‬L‫ه‬
!‫ن‬‫ح‬L‫ن‬!‫منا‬L‫ق‬‫ا،!و‬L‫س‬‫ا‬L‫س‬‫ز!أ‬L‫ج‬‫كن!لين‬L‫ي‬!‫م‬L‫ل‬!‫عمل‬L‫ل‬‫إن!ا‬L‫ف‬!،‫ب‬L‫س‬‫كا‬L‫مل‬‫ي!ا‬L‫ف‬!‫ا‬L‫م‬‫عمل،!أ‬L‫ل‬‫ذا!ا‬L‫ه‬!‫تسهيل‬L‫ل‬!‫قة‬L‫ي‬‫ر‬L‫ط‬!‫ن‬L‫ع‬!‫بحث‬L‫ن‬
!‫ع‬‫ر‬LL‫س‬‫ل!أو!ا‬LL‫ه‬‫الت!اس‬LL‫ص‬‫وا‬LL‫م‬!‫ير‬LL‫ف‬‫تو‬LL‫ب‬!‫نا‬LL‫م‬‫يا‬LL‫ق‬‫ي،!و‬LL‫م‬‫و‬LL‫ي‬!‫شكل‬LL‫ب‬!‫لعمل‬LL‫ل‬!‫نتقل‬LL‫ت‬!‫ناس‬LL‫ل‬‫ميع!ا‬LL‫ج‬!‫مثال‬LL‫ف‬!.‫ه‬LL‫ل‬!‫يره‬LL‫ف‬‫تو‬LL‫ب‬
!‫ن‬‫مك‬L‫ي‬!(Audible!‫ع‬L‫ق‬‫و‬L‫م‬!‫ثل‬L‫م‬)!‫ة‬L‫ع‬‫سمو‬L‫مل‬‫كتب!ا‬L‫ل‬‫بيع!ا‬L‫ل‬!‫ة‬L‫م‬‫د‬L‫خ‬!‫ير‬L‫ف‬‫و‬L‫ت‬!‫ك‬L‫ل‬‫ذ‬L‫ك‬!.‫هم‬L‫ي‬‫د‬L‫ل‬!‫تنقل‬L‫ل‬‫يفة!ا‬L‫ظ‬‫ن!و‬L‫م‬!‫ل‬L‫ه‬‫يس‬
!‫ة‬LL‫م‬‫د‬LL‫خ‬!‫ك‬LL‫ل‬‫ذ‬LL‫ك‬!.‫يفة‬LL‫ظ‬‫و‬LL‫ل‬‫ذه!ا‬LL‫ه‬!‫ن‬LL‫م‬!‫ل‬LL‫ه‬‫ي!يس‬LL‫ل‬‫تا‬LL‫ل‬‫ا‬LL‫ب‬‫قيادة!و‬LL‫ل‬‫ناء!ا‬LL‫ث‬‫فيدة!أ‬LL‫مل‬‫لكتب!ا‬LL‫ل‬!‫تماع‬LL‫س‬‫ن!اال‬LL‫م‬!‫شخص‬LL‫ل‬‫ا‬
!‫ن‬LL‫م‬!.‫سيارة‬LL‫ل‬‫ل!ا‬LL‫خ‬‫ارد!دا‬LL‫ب‬!‫و‬LL‫ج‬!‫ير‬LL‫ف‬‫تو‬LL‫ب‬!‫قيادة‬LL‫ل‬‫يفة!ا‬LL‫ظ‬‫ن!و‬LL‫م‬!‫ل‬LL‫ه‬‫سيارة!يس‬LL‫ل‬‫لى!ا‬LL‫ع‬!(‫تظليلة‬LL‫ل‬‫الم!)ا‬LL‫ف‬‫ع!األ‬LL‫ض‬‫و‬
!‫ت‬‫ا‬LLL‫م‬‫د‬LLL‫خ‬‫ير،!و‬LLL‫ت‬‫فوا‬LLL‫ل‬‫ع!ا‬LLL‫ف‬‫د‬LLL‫ت‬!‫ناس‬LLL‫ل‬‫ميع!ا‬LLL‫ج‬‫ت،!ف‬LLL‫ن‬‫تر‬LLL‫ن‬‫الل!اإل‬LLL‫خ‬!‫ن‬LLL‫م‬!‫ير‬LLL‫ت‬‫فوا‬LLL‫ل‬‫ع!ا‬LLL‫ف‬‫ات!د‬LLL‫م‬‫د‬LLL‫خ‬!‫رى‬LLL‫خ‬‫ثلة!األ‬LLL‫م‬‫األ‬
!.‫الدفع!من!خالل!االنترنت!هي!وسيلة!لتسهيل!هذه!الوظيفة‬
!‫ا‬‫ن‬L‫ن‬‫إ‬L‫ف‬!‫ك‬L‫ل‬‫ذ‬L‫ب‬‫ف(،!و‬L‫ئ‬‫ا‬L‫ظ‬‫و‬L‫ل‬‫ب!وا‬L‫س‬‫كا‬L‫مل‬‫م!وا‬L‫ل‬‫ة!)األ‬L‫ث‬‫ثال‬L‫ل‬‫ات!ا‬L‫ج‬‫تيا‬L‫ح‬‫ني!اال‬L‫ب‬!‫بير‬L‫ك‬!‫ل‬L‫خ‬‫دا‬L‫ت‬!‫هناك‬L‫ف‬!‫ظ‬L‫ح‬‫ال‬L‫م‬!‫و‬L‫ه‬!‫ما‬L‫ك‬
!Dropbox!‫كس‬L‫ب‬‫درو‬L‫ل‬‫ة!ا‬L‫م‬‫د‬L‫خ‬!‫مثال‬L‫ف‬!.‫ب‬L‫ن‬‫ا‬L‫ج‬!‫ن‬L‫م‬!‫ثر‬L‫ك‬‫ي!أ‬L‫ف‬!‫د‬L‫ع‬‫سا‬L‫ت‬!‫ا‬L‫م‬!‫ادة‬L‫ع‬!‫ها‬L‫ن‬‫إ‬L‫ف‬!،‫ا‬L‫م‬!‫ة‬L‫م‬‫د‬L‫خ‬!‫ر‬L‫ف‬‫و‬L‫ن‬!‫ا‬L‫م‬‫ند‬L‫ع‬
!‫ي‬LL‫ف‬!‫ة‬LL‫ل‬‫مو‬LL‫ح‬‫تنقلة!م‬LL‫م‬!‫رة‬LL‫ك‬‫ك!ذا‬LL‫ئ‬‫طا‬LL‫ع‬‫الل!إ‬LL‫خ‬!‫ن‬LL‫م‬!‫ب‬LL‫س‬‫كا‬LL‫م‬!‫عطي‬LL‫ت‬‫لفات،!و‬LL‫مل‬‫قدان!ا‬LL‫ف‬!‫ن‬LL‫ع‬!‫ج‬LL‫ت‬‫نا‬LL‫ل‬‫م!ا‬LL‫ل‬‫ل!األ‬LL‫ي‬‫ز‬LL‫ت‬
!‫ت‬‫ا‬LLL‫ج‬‫تيا‬LLL‫ح‬‫ذه!اال‬LLL‫ه‬!‫ي‬LLL‫ف‬!‫نظر‬LLL‫ل‬‫إن!ا‬LLL‫ف‬!‫كذا‬LLL‫ه‬‫ناس.!و‬LLL‫ل‬‫ني!ا‬LLL‫ب‬!‫ات‬LLL‫ن‬‫بيا‬LLL‫ل‬‫قل!ا‬LLL‫ن‬!‫يفة‬LLL‫ظ‬‫ل!و‬LLL‫ه‬‫ها!تس‬LLL‫ن‬‫ما!أ‬LLL‫ك‬!‫ت‬LLL‫ن‬‫تر‬LLL‫ن‬‫اإل‬
!‫ي‬‫ت‬L‫ل‬‫عمالء!ا‬L‫ل‬‫ات!ا‬L‫ج‬‫تيا‬L‫ح‬‫لبي!ا‬L‫ي‬!‫ذي‬L‫ل‬‫لمنتج!ا‬L‫ل‬!‫ة‬L‫ي‬‫نها‬L‫ل‬‫ي!ا‬L‫ف‬!‫ول‬L‫ص‬‫ي!الو‬L‫ف‬!‫تفكير‬L‫ل‬‫سهيل!ا‬L‫ت‬!‫ى‬L‫ل‬‫دف!إ‬L‫ه‬‫ة!ي‬L‫ث‬‫ثال‬L‫ل‬‫ا‬
!!.‫وجدنها‬
!‫ي‬LLLL‫ف‬!‫عمالء‬LLLL‫ل‬‫ى!ا‬LLLL‫ل‬‫ب!إ‬LLLL‫ه‬‫ذ‬LLLL‫ن‬!(‫عه‬LLLL‫م‬!‫عمل‬LLLL‫ن‬!‫ذي‬LLLL‫ل‬‫ق!ا‬LLLL‫ي‬‫فر‬LLLL‫ل‬‫ع!ا‬LLLL‫م‬!‫ردي!أو‬LLLL‫ف‬!‫شكل‬LLLL‫ب‬)!‫ات‬LLLL‫ج‬‫تيا‬LLLL‫ح‬‫د!اال‬LLLL‫ي‬‫د‬LLLL‫ح‬‫عد!ت‬LLLL‫ب‬‫و‬
!‫ك‬L‫ل‬‫ذ‬L‫ب‬‫يها؟!و‬L‫ل‬‫لنا!إ‬L‫ص‬‫و‬L‫ت‬!‫تي‬L‫ل‬‫ات!ا‬L‫ج‬‫تيا‬L‫ح‬‫عال!اال‬L‫ف‬!‫هم‬L‫ي‬‫د‬L‫ل‬!‫ل‬L‫ه‬‫يه.!ف‬L‫ل‬‫لنا!إ‬L‫ص‬‫و‬L‫ت‬!‫ا‬L‫م‬!‫ختبر‬L‫ن‬‫ة،!و‬L‫ف‬‫تهد‬L‫س‬‫حة!امل‬L‫ي‬‫ر‬L‫ش‬‫ال‬
!،‫مة‬L‫ئ‬‫ال‬L‫م‬!‫ها‬L‫ن‬‫عتقد!أ‬L‫ن‬!‫تي‬L‫ل‬‫ات!ا‬L‫ج‬‫تيا‬L‫ح‬‫ال‬L‫ل‬!‫صل‬L‫ن‬!‫عض!أن‬L‫ب‬‫عمالء،!و‬L‫ل‬‫ن!ا‬L‫ع‬!‫نعزل‬L‫م‬!‫شكل‬L‫ب‬!‫بدأ‬L‫ي‬!‫طيط‬L‫خ‬‫إن!الت‬L‫ف‬
!.‫نبدأ!بمقابلة!العمالء‬
!‫ل‬L‫ي‬‫عد‬L‫ت‬!‫غاء!أو‬L‫ل‬‫إ‬L‫ب‬!‫قوم‬L‫ن‬!‫د‬L‫ق‬‫هم!و‬L‫ي‬‫د‬L‫ل‬!‫تي‬L‫ل‬‫ات!ا‬L‫ج‬‫تيا‬L‫ح‬‫لى!اال‬L‫ع‬!‫ضل‬L‫ف‬‫شكل!أ‬L‫ب‬!‫تعرف‬L‫ن‬!‫عمالء‬L‫ل‬‫لة!ا‬L‫ب‬‫قا‬L‫م‬!‫لى‬L‫ع‬!‫ناء‬L‫ب‬‫و‬
!،‫دوى‬LL‫ج‬!‫ل‬LL‫ق‬‫تكون!أ‬LL‫س‬!‫ات‬LL‫ج‬‫تيا‬LL‫ح‬‫د!اال‬LL‫ي‬‫د‬LL‫ح‬‫ة!لت‬LL‫ي‬‫بدا‬LL‫ل‬‫ي!ا‬LL‫ف‬!‫عمالء‬LL‫ل‬‫لة!ا‬LL‫ب‬‫قا‬LL‫م‬!‫لما!أن‬LL‫ع‬!.‫يه‬LL‫ل‬‫لنا!إ‬LL‫ص‬‫و‬LL‫ت‬!‫ا‬LL‫م‬!‫عض‬LL‫ب‬
!‫ي‬‫ن‬LL‫ن‬‫و!أ‬LL‫ل‬"!‫فورد‬LL‫ل‬‫يارة!ا‬LL‫س‬!‫خترع‬LL‫م‬!‫ورد‬LL‫ف‬!‫نري‬LL‫ه‬!‫قول‬LL‫ي‬!‫ما‬LL‫ك‬‫ه،!و‬LL‫ن‬‫دو‬LL‫ي‬‫ر‬LL‫ي‬!‫ا‬LL‫م‬!‫ضبط‬LL‫ل‬‫ا‬LL‫ب‬!‫ون‬LL‫ف‬‫عر‬LL‫ي‬!‫عمالء!ال‬LL‫ل‬‫ألن!ا‬
!‫ى‬‫ل‬LLL‫ع‬!‫جب‬LLL‫ي‬!‫ك‬LLL‫ل‬‫ذ‬LLL‫ل‬‫رع".!و‬LLL‫س‬‫ا!أ‬LLL‫ن‬‫صا‬LLL‫ح‬!‫نع‬LLL‫ص‬‫ا!أ‬LLL‫ن‬‫ني!أ‬LLL‫م‬!‫طلبوا‬LLL‫ل‬!‫سيارة‬LLL‫ل‬‫صنيع!ا‬LLL‫ت‬!‫بل‬LLL‫ق‬!‫ناس‬LLL‫ل‬‫ذت!آراء!ا‬LLL‫خ‬‫ا‬
!‫ق‬L‫ي‬‫تسو‬L‫ل‬‫ات!ا‬L‫س‬‫درا‬L‫ب‬!‫سمى‬L‫ي‬!‫ا‬L‫م‬!‫ذا‬L‫ه‬‫ا.!و‬L‫ه‬‫تبارا‬L‫خ‬‫لعمالء!ال‬L‫ل‬!‫ه‬L‫ج‬‫تو‬L‫ل‬‫م!ا‬L‫ث‬!‫ات‬L‫ج‬‫تيا‬L‫ح‬‫د!اال‬L‫ي‬‫د‬L‫ح‬‫بدء!بت‬L‫ل‬‫ق!ا‬L‫ي‬‫فر‬L‫ل‬‫ا‬
!!!.Marke:ng!Research
!‫ر‬‫قشي‬L‫ت‬!‫يفة‬L‫ظ‬‫تسهل!و‬L‫س‬!‫تما‬L‫ح‬!‫ي‬L‫ه‬!،‫شمسية‬L‫ل‬‫ة!ا‬L‫ق‬‫طا‬L‫ل‬‫تخدام!ا‬L‫س‬‫ا‬L‫ب‬!‫س‬L‫ط‬‫بطا‬L‫ل‬‫قشير!ا‬L‫ت‬!‫ة‬L‫ل‬‫ثال!آ‬L‫م‬!‫ي‬L‫ف‬!‫مثال‬L‫ف‬
!‫ة‬‫ر‬LL‫ش‬‫س!مق‬LL‫ط‬‫طا‬LL‫ب‬!‫تكسبهم‬LL‫س‬!‫ها‬LL‫ن‬‫ما!أ‬LL‫ك‬!‫ا‬LL‫ه‬‫قشير‬LL‫ت‬!‫ي‬LL‫ف‬!‫ع‬LL‫ئ‬‫ضا‬LL‫ل‬‫ت!ا‬LL‫ق‬‫و‬LL‫ل‬‫م!وا‬LL‫ج‬‫نا‬LL‫ل‬‫م!ا‬LL‫ل‬‫ل!األ‬LL‫ي‬‫ز‬LL‫ت‬‫س!و‬LL‫ط‬‫بطا‬LL‫ل‬‫ا‬
!‫ن‬L‫م‬!‫د‬L‫ك‬‫تأ‬L‫ن‬!‫جب!أن‬L‫ي‬!‫إن‬L‫ف‬!‫ك‬L‫ل‬‫ذ‬L‫ل‬!‫لعمالء؟‬L‫ل‬!‫بة‬L‫س‬‫الن‬L‫ب‬!‫ا‬L‫س‬‫ا‬L‫س‬‫هم!أ‬L‫م‬!‫ير‬L‫غ‬!‫ك‬L‫ل‬‫ان!ذ‬L‫ك‬!‫و‬L‫ل‬!‫اذا‬L‫م‬!‫كن‬L‫ل‬!،‫ي‬L‫ف‬‫ترا‬L‫ح‬‫شكل!ا‬L‫ب‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫١١!|!ﺻﻔﺤﺔ‬

12. !‫ة‬‫حقيقي‬LL‫ل‬‫هم!ا‬LL‫ت‬‫ا‬LL‫ج‬‫تيا‬LL‫ح‬‫ة!ا‬LL‫ف‬‫عر‬LL‫مل‬!‫ر‬LL‫ش‬‫با‬LL‫م‬!‫شكل‬LL‫ب‬!‫ك‬LL‫ل‬‫ن!ذ‬LL‫ع‬!‫عمالء‬LL‫ل‬‫ؤال!ا‬LL‫س‬!‫الل‬LL‫خ‬!‫ن‬LL‫م‬!‫ي‬LL‫ه‬!‫ات‬LL‫ض‬‫ترا‬LL‫ف‬‫ذه!اال‬LL‫ه‬
!!.‫ومن!ثم!بناء!منتجات!تتوافق!معها‬
!‫ي‬L‫ف‬!‫قوم‬L‫ن‬!‫حيث‬L‫ب‬!”‫تهدف‬L‫س‬‫مهور!امل‬L‫ج‬‫ع!“ال‬L‫ب‬‫ر‬L‫م‬‫ة”!و‬L‫ف‬‫ضا‬L‫مل‬‫قيمة!ا‬L‫ل‬‫ع!“ا‬L‫ب‬‫ر‬L‫م‬!‫ني‬L‫ب‬!‫تمرة‬L‫س‬‫لقة!م‬L‫ح‬!‫تبدأ‬L‫س‬!‫نا‬L‫ه‬‫و‬
!‫ى‬‫ر‬L‫خ‬‫رة!أ‬L‫م‬!‫هم‬L‫ل‬‫ؤا‬L‫س‬!‫م‬L‫ث‬!.‫ليها‬L‫ع‬!‫ناء‬L‫ب‬!‫ة‬L‫ف‬‫ضا‬L‫مل‬‫قيمة!ا‬L‫ل‬‫ل!ا‬L‫ي‬‫عد‬L‫ت‬!‫م‬L‫ث‬!،‫هم‬L‫ت‬‫ا‬L‫ج‬‫تيا‬L‫ح‬‫ن!ا‬L‫ع‬!‫عمالء‬L‫ل‬‫سؤال!ا‬L‫ب‬!‫رة‬L‫م‬!‫ل‬L‫ك‬
!‫ع‬LL‫م‬!‫ب‬LL‫س‬‫تنا‬LL‫ت‬!‫ة‬LL‫ف‬‫ضا‬LL‫م‬!‫قيمة‬LL‫ل‬!‫صل‬LL‫ن‬!‫تى‬LL‫ح‬!‫كذا‬LL‫ه‬‫هم،!و‬LL‫ت‬‫ا‬LL‫ج‬‫تيا‬LL‫ح‬‫دة!ال‬LL‫ي‬‫د‬LL‫ج‬‫ة!ال‬LL‫ف‬‫ضا‬LL‫مل‬‫قيمة!ا‬LL‫ل‬‫لبية!ا‬LL‫ت‬!‫دى‬LL‫م‬!‫ن‬LL‫ع‬
!.‫احتياجات!العمالء‬
!
‫اﻟﺘﻮاﺻﻞ‬ ‫ﻗﻨﻮات‬ :‫ﺛﺎﻟﺜﺎ‬
!‫ف‬‫عر‬L‫ن‬!‫قي!أن‬L‫ب‬!،‫هم‬L‫ل‬!‫ها‬L‫م‬‫نقد‬L‫س‬!‫تي‬L‫ل‬‫ة(!ا‬L‫م‬‫د‬L‫خ‬‫نتج!)أو!ال‬L‫مل‬‫ة!ا‬L‫ف‬‫عر‬L‫م‬‫يه،!و‬L‫ل‬‫نصل!إ‬L‫س‬!‫ذي‬L‫ل‬‫مهور!ا‬L‫ج‬‫ة!ال‬L‫ف‬‫عر‬L‫م‬!‫عد‬L‫ب‬
!.‫كيف!سنصل!إليهم‬
!‫ك‬LL‫ن‬‫و‬LL‫ف‬‫عر‬LL‫ي‬!‫جعلهم‬LL‫ت‬!‫تي‬LL‫ل‬‫ل!ا‬LL‫ئ‬‫ا‬LL‫س‬‫و‬LL‫ل‬‫ا‬LL‫ب‬!‫ضا‬LL‫ي‬‫عنى!أ‬LL‫ي‬!‫ل‬LL‫ب‬!،‫هم‬LL‫ل‬!‫نتج‬LL‫مل‬‫يل!ا‬LL‫ص‬‫و‬LL‫ت‬!‫قط‬LL‫ف‬!‫عني‬LL‫ي‬!‫يهم!ال‬LL‫ل‬‫ول!إ‬LL‫ص‬‫و‬LL‫ل‬‫وا‬
!‫ي‬‫ت‬LLL‫ل‬‫حاالت!ا‬LLL‫ل‬‫ميع!ا‬LLL‫ج‬!‫و‬LLL‫ه‬!‫ل‬LLL‫ص‬‫توا‬LLL‫ل‬‫ا‬LLL‫ب‬!‫قصود‬LLL‫مل‬‫ك!ا‬LLL‫ل‬‫ذ‬LLL‫ب‬‫بيع.!و‬LLL‫ل‬‫عد!ا‬LLL‫ب‬!‫عك‬LLL‫م‬!‫لون‬LLL‫ص‬‫توا‬LLL‫ي‬‫نتجك!و‬LLL‫م‬!‫قيمون‬LLL‫ي‬‫و‬
!‫ل‬‫شك‬LLL‫ب‬!‫ان‬LLL‫ك‬!‫ك‬LLL‫ل‬‫واء!ذ‬LLL‫س‬!‫عميل‬LLL‫ل‬‫ى!ا‬LLL‫ل‬‫نتجك!إ‬LLL‫م‬!‫ات(!أو‬LLL‫ي‬‫ا‬LLL‫ع‬‫د‬LLL‫ل‬‫ي!ا‬LLL‫ف‬!‫ما‬LLL‫ك‬)!‫مك‬LLL‫س‬‫يل!ا‬LLL‫ص‬‫و‬LLL‫ت‬!‫ى‬LLL‫ل‬‫يها!إ‬LLL‫ف‬!‫ضطر‬LLL‫ت‬
!‫ا‬‫م‬LL‫ك‬!‫ي‬LL‫ه‬‫ل،!و‬LL‫ص‬‫توا‬LL‫ل‬‫ذا!ا‬LL‫ه‬!‫يها‬LL‫ف‬!‫دث‬LL‫ح‬‫االت!سي‬LL‫ح‬!‫مسة‬LL‫خ‬!‫ناك‬LL‫ه‬!‫ك‬LL‫ل‬‫ذ‬LL‫ب‬‫صال،!و‬LL‫ت‬‫ل!اإل‬LL‫ئ‬‫ا‬LL‫س‬‫بر!و‬LL‫ع‬!‫لموس!أو‬LL‫م‬
!:‫يلي‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٢١!|!ﺻﻔﺤﺔ‬

13. !
.١!Awareness!(‫الوعي!)الدعاية!والترويج‬
!‫و‬‫مك!أ‬LL‫س‬‫ها!ا‬LL‫ب‬!‫يصل‬LL‫س‬!‫تي‬LL‫ل‬‫طرق!ا‬LL‫ل‬‫ميع!ا‬LL‫ج‬!‫شمل‬LL‫ي‬!‫ة(.!و‬LL‫ف‬‫تهد‬LL‫س‬‫حة!امل‬LL‫ي‬‫ر‬LL‫ش‬‫عمالء!)ال‬LL‫ل‬‫تباه!ا‬LL‫ن‬‫ك!ال‬LL‫ب‬‫ذ‬LL‫ج‬!‫و‬LL‫ه‬
!‫ت‬L‫ن‬‫تر‬L‫ن‬‫ي!اإل‬L‫ف‬!‫ات‬L‫ي‬‫ا‬L‫ع‬‫د‬L‫ل‬‫ا‬L‫ك‬)!‫ختلفة‬L‫مل‬‫ة!ا‬L‫ي‬‫ا‬L‫ع‬‫د‬L‫ل‬‫ل!ا‬L‫ئ‬‫ا‬L‫س‬‫تخدام!و‬L‫س‬‫ا‬L‫ب‬!‫ادة‬L‫ع‬!‫ك‬L‫ل‬‫تم!ذ‬L‫ي‬‫عميل،!و‬L‫ل‬‫ى!ا‬L‫ل‬‫تك!إ‬L‫ك‬‫ر‬L‫ش‬!‫م‬L‫س‬‫ا‬
!‫ل‬‫صا‬LL‫ت‬‫الل!اال‬LL‫خ‬!‫ن‬LL‫م‬!‫ك‬LL‫ل‬‫ذ‬LL‫ب‬!‫قيام‬LL‫ل‬‫ك!ا‬LL‫ل‬‫ذ‬LL‫ك‬!‫مكن‬LL‫مل‬‫ن!ا‬LL‫م‬!.(‫ا‬LL‫ه‬‫ير‬LL‫غ‬‫ون!و‬LL‫ي‬‫تلفز‬LL‫ل‬‫و!وا‬LL‫ي‬‫راد‬LL‫ل‬‫ل!أو!ا‬LL‫ص‬‫توا‬LL‫ل‬‫ع!ا‬LL‫ق‬‫وا‬LL‫م‬!‫أو‬
!Word!of!‫نتجك‬L‫م‬!‫ن‬L‫ع‬!‫ناس‬L‫ل‬‫لها!ا‬L‫ق‬‫تنا‬L‫ي‬!‫تي‬L‫ل‬‫سمعة!ا‬L‫ل‬‫لعب!ا‬L‫ت‬!‫ما‬L‫ك‬!.‫نتج‬L‫م‬!‫ن‬L‫ع‬!‫ث‬L‫ي‬‫د‬L‫ح‬‫هم!وال‬L‫ئ‬‫قا‬L‫ل‬!‫عمالء!أو‬L‫ل‬‫ا‬L‫ب‬
!!‫!دورا!أساسيا!في!إيصال!اسمك!للناس.!وعليك!أن!تحدد!طرق!نشر!اسمك!واسم!منتجك‬mouth
.٢!Evaluation!‫التقييم‬
!‫ن‬LL‫م‬!‫عميل‬LL‫ل‬‫مكني!ا‬LL‫ت‬!‫ن‬LL‫م‬!‫د‬LL‫ب‬!‫ك!ال‬LL‫ل‬‫ذ‬LL‫ب‬‫ثال(.!و‬LL‫م‬!‫س‬LL‫ب‬‫ال‬LL‫مل‬‫ا‬LL‫ك‬)!‫يعها‬LL‫ب‬!‫بل‬LL‫ق‬!‫ة‬LL‫ب‬‫ر‬LL‫ج‬‫ة!للت‬LL‫ج‬‫حا‬LL‫ب‬!‫كون‬LL‫ت‬!‫نتجات‬LL‫مل‬‫عض!ا‬LL‫ب‬
!‫ن‬‫يث!أ‬LL‫ح‬!،‫ثال‬LL‫م‬!‫ميص‬LL‫ق‬!‫ف!أو‬LL‫ت‬‫ا‬LL‫ه‬!‫راء‬LL‫ش‬‫ا!ل‬LL‫م‬!‫ل‬LL‫ح‬‫ى!م‬LL‫ل‬‫عميل!إ‬LL‫ل‬‫دم!ا‬LL‫ق‬!‫ال!إن‬LL‫ه‬‫ك!س‬LL‫ل‬‫كون!ذ‬LL‫ي‬!.‫نتج‬LL‫مل‬‫ة!ا‬LL‫ب‬‫ر‬LL‫ج‬‫ت‬
!‫ن‬L‫ع‬!‫بيع‬L‫ت‬!‫نت‬L‫ك‬!‫و‬L‫ل‬!‫اذا‬L‫م‬!‫كن‬L‫ل‬!.‫ضا‬L‫ي‬‫سيارة!أ‬L‫ل‬‫يادة!ا‬L‫ق‬!‫ة‬L‫ب‬‫ر‬L‫ج‬‫مكن!ت‬L‫مل‬‫ن!ا‬L‫م‬‫ه.!و‬L‫ي‬‫تر‬L‫ش‬‫بل!أن!ي‬L‫ق‬!‫ه‬L‫ب‬‫ر‬L‫ج‬‫ه!أن!ي‬L‫ن‬‫كا‬L‫م‬‫إ‬L‫ب‬
!‫ل‬‫ث‬L‫م‬!‫ات‬L‫ك‬‫ر‬L‫ش‬‫عض!ال‬L‫ب‬!.‫لعميل‬L‫ل‬!”‫نتج‬L‫مل‬‫ة!ا‬L‫ب‬‫ر‬L‫ج‬‫يل!“ت‬L‫ص‬‫و‬L‫ت‬!‫ية‬L‫ن‬‫كا‬L‫م‬‫ي!إ‬L‫ف‬!‫دي‬L‫ح‬‫يبدأ!الت‬L‫س‬!‫نا‬L‫ه‬!‫ت؟‬L‫ن‬‫تر‬L‫ن‬‫ق!اإل‬L‫ي‬‫ر‬L‫ط‬
!‫ت‬‫ا‬L‫ك‬‫ر‬L‫ش‬‫عض!ال‬L‫ب‬‫ه.!و‬L‫ئ‬‫را‬L‫ش‬!‫بل‬L‫ق‬!‫عها‬L‫ق‬‫و‬L‫م‬!‫بر‬L‫ع‬!‫كتاب‬L‫ل‬‫ن!ا‬L‫م‬!‫فحات‬L‫ص‬!‫دة‬L‫ع‬!‫راءة‬L‫ق‬!‫ة‬L‫ص‬‫ر‬L‫ف‬!‫لعمالء‬L‫ل‬!‫تيح‬L‫ت‬!‫ازون‬L‫م‬‫أ‬
!‫ل‬LL‫م‬‫ا‬LL‫ك‬!‫تردادك‬LL‫س‬‫ع!ا‬LL‫م‬!‫عجبك‬LL‫ي‬!‫م‬LL‫ل‬!‫يعه!إن‬LL‫ج‬‫ر‬LL‫ت‬!‫ية‬LL‫ن‬‫كا‬LL‫م‬‫ع!إ‬LL‫م‬!(‫بعا‬LL‫ط‬!‫منه‬LL‫ث‬!‫ع‬LL‫ف‬‫عد!د‬LL‫ب‬)!‫ه‬LL‫ب‬‫ر‬LL‫ج‬‫نتج!لت‬LL‫مل‬‫ك!ا‬LL‫ل‬!‫ل‬LL‫س‬‫ر‬LL‫ت‬
!.‫املبلغ.!ليست!جميع!املنتجات!أو!الخدمات!قابلة!للتجربة!أو!حتى!تحتاج!لها‬
.٣!!Purchase!‫آلية!الشراء‬
!‫ع‬‫بي‬LL‫ل‬‫ا‬LL‫ك‬)!‫جاري‬LL‫ت‬!‫ل‬LL‫ح‬‫ي!م‬LL‫ف‬!‫راء‬LL‫ش‬‫ان!ال‬LL‫ك‬!‫تقليدي!إن‬LL‫ل‬‫شكل!ا‬LL‫ل‬‫ا‬LL‫ب‬!‫ك‬LL‫ل‬‫تم!ذ‬LL‫ي‬!.‫نتج‬LL‫مل‬‫من!ا‬LL‫ث‬!‫ع‬LL‫ف‬‫ية!د‬LL‫ل‬‫ك!آ‬LL‫ل‬‫شمل!ذ‬LL‫ي‬
!‫ن‬LL‫ع‬!‫ك‬LL‫ل‬‫ان!ذ‬LL‫ك‬!‫و‬LL‫ل‬!‫اذا‬LL‫م‬!‫كن‬LL‫ل‬!.‫يد‬LL‫ب‬!‫دا‬LL‫ي‬!‫ع‬LL‫ئ‬‫لبا‬LL‫ل‬!‫ي‬LL‫ل‬‫ا‬LL‫مل‬‫بلغ!ا‬LL‫مل‬‫عميل!ا‬LL‫ل‬‫عطي!ا‬LL‫ي‬!‫يث‬LL‫ح‬!(‫ة‬LL‫ل‬‫بقا‬LL‫ل‬‫عرض!أو!ا‬LL‫مل‬‫ي!ا‬LL‫ف‬
!‫م‬‫تال‬L‫س‬‫ند!اإل‬L‫ع‬!‫ع‬L‫ف‬‫د‬L‫ل‬‫ة!ا‬L‫م‬‫د‬L‫خ‬!‫ارد!أو‬L‫ك‬!‫فيزا‬L‫ل‬‫ا‬L‫ك‬)!‫ع‬L‫ف‬‫لد‬L‫ل‬!‫رى‬L‫خ‬‫يلة!أ‬L‫س‬‫جاد!و‬L‫ي‬‫ن!إ‬L‫م‬!‫د‬L‫ب‬‫ا!ال‬L‫ه‬‫ند‬L‫ع‬!‫ت؟‬L‫ن‬‫تر‬L‫ن‬‫ق!اإل‬L‫ي‬‫ر‬L‫ط‬
!!.(ً‫ال‬‫مث‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٣١!|!ﺻﻔﺤﺔ‬

14. .٤!Delivery!!‫التوصيل‬
!‫م‬‫قو‬LLL‫ي‬!،‫عرض‬LLL‫مل‬‫ق!ا‬LLL‫ي‬‫ر‬LLL‫ط‬!‫ن‬LLL‫ع‬!‫راء‬LLL‫ش‬‫ال!ال‬LLL‫ح‬!‫ي‬LLL‫ف‬!.‫عميل‬LLL‫ل‬‫ى!ا‬LLL‫ل‬‫ع!إ‬LLL‫ئ‬‫با‬LLL‫ل‬‫ن!ا‬LLL‫م‬!‫نتج‬LLL‫مل‬‫يل!ا‬LLL‫ص‬‫و‬LLL‫ت‬!‫ية‬LLL‫ل‬‫ك!آ‬LLL‫ل‬‫شمل!ذ‬LLL‫ي‬‫و‬
!‫و‬‫ثال؟!أ‬LL‫م‬!‫ت‬LL‫ن‬‫تر‬LL‫ن‬‫ق!اإل‬LL‫ي‬‫ر‬LL‫ط‬!‫ن‬LL‫ع‬!‫راء‬LL‫ش‬‫ان!ال‬LL‫ك‬!‫و‬LL‫ل‬!‫اذا‬LL‫م‬!‫كن‬LL‫ل‬!.‫ها‬LL‫ئ‬‫را‬LL‫ش‬!‫عد‬LL‫ب‬!‫خصيا‬LL‫ش‬!‫ة‬LL‫ع‬‫بضا‬LL‫ل‬‫ذ!ا‬LL‫خ‬‫أ‬LL‫ب‬!‫عميل‬LL‫ل‬‫ا‬
!‫ال‬!‫نا‬L‫ه‬!‫ات(؟‬L‫ش‬‫فرو‬L‫مل‬‫راء!ا‬L‫ش‬!‫ة‬L‫ل‬‫ا‬L‫ح‬!‫ي‬L‫ف‬!‫ما‬L‫ك‬)!‫ا‬L‫ه‬‫ذ‬L‫خ‬‫تري!أ‬L‫ش‬‫لى!امل‬L‫ع‬!‫صعب‬L‫ي‬‫بيرة!و‬L‫ك‬!‫ة‬L‫ع‬‫بضا‬L‫ل‬‫ت!ا‬L‫ن‬‫ا‬L‫ك‬!‫و‬L‫ل‬!‫اذا‬L‫م‬
!‫و‬‫س،!أ‬LL‫ك‬‫يد‬LL‫ف‬!‫ثل‬LL‫م‬!‫شهورة‬LL‫مل‬‫يل!ا‬LL‫ص‬‫تو‬LL‫ل‬‫ات!ا‬LL‫ك‬‫ر‬LL‫ش‬!‫ع‬LL‫م‬!‫قود‬LL‫ع‬!‫راء‬LL‫ج‬‫إ‬LL‫ك‬!،‫ختلفة‬LL‫م‬!‫يل‬LL‫ص‬‫و‬LL‫ت‬!‫ل‬LL‫ئ‬‫ا‬LL‫س‬‫جاد!و‬LL‫ي‬‫ن!إ‬LL‫م‬!‫د‬LL‫ب‬
!‫م‬‫يت‬LLLL‫ف‬!،(‫ج‬LLLL‫م‬‫برا‬LLLL‫ل‬‫ية!وا‬LLLL‫ن‬‫كترو‬LLLL‫ل‬‫كتب!اال‬LLLL‫ل‬‫ا‬LLLL‫ك‬)!‫ية‬LLLL‫ن‬‫كترو‬LLLL‫ل‬‫لمنتجات!اال‬LLLL‫ل‬!‫بة‬LLLL‫س‬‫الن‬LLLL‫ب‬!.‫يل‬LLLL‫ص‬‫لتو‬LLLL‫ل‬!‫نات‬LLLL‫ح‬‫ا‬LLLL‫ش‬!‫راء‬LLLL‫ش‬
!‫ض‬‫ع‬L‫ب‬!‫م‬L‫ي‬‫قد‬L‫ت‬!‫ضا‬L‫ي‬‫مكن!أ‬L‫مل‬‫ن!ا‬L‫م‬!‫يه.!و‬L‫ل‬! ّ‫ادي‬L‫م‬!‫يل‬L‫ص‬‫تو‬L‫ل‬!‫ة‬L‫ج‬‫حا‬L‫ل‬‫رة!دون!ا‬L‫ش‬‫با‬L‫م‬!‫ت‬L‫ن‬‫تر‬L‫ن‬‫الل!اال‬L‫خ‬!‫ن‬L‫م‬!‫يلها‬L‫ص‬‫و‬L‫ت‬
!.‫الخدمات!من!خالل!االنترنت!مباشرة،!كخدمة!الترجمة!أو!تصميم!املنشورات!والشعارات‬
.٥!AfterAsales!‫بعد!البيع‬
!‫ه‬‫ذ‬LLLL‫ه‬!‫ي‬LLLL‫ف‬!.‫بيع‬LLLL‫ل‬‫عد!ا‬LLLL‫ب‬!‫تبدال‬LLLL‫س‬‫اع!أو!اال‬LLLL‫ج‬‫إلر‬LLLL‫ل‬!‫تى‬LLLL‫ح‬!‫ب!أو‬LLLL‫ي‬‫لتدر‬LLLL‫ل‬!‫ة!أو‬LLLL‫ن‬‫لصيا‬LLLL‫ل‬!‫ة‬LLLL‫ج‬‫حا‬LLLL‫ب‬!‫نتجات‬LLLL‫مل‬‫عض!ا‬LLLL‫ب‬
!‫ا‬‫ين‬LL‫ل‬‫عميل!إ‬LL‫ل‬‫ن!ا‬LL‫م‬!‫نتج‬LL‫مل‬‫ادة!ا‬LL‫ع‬‫لعميل!أو!إ‬LL‫ل‬!‫ب‬LL‫ي‬‫تدر‬LL‫ل‬‫ة!وا‬LL‫ن‬‫صيا‬LL‫ل‬‫يل!ا‬LL‫ص‬‫و‬LL‫ت‬!‫يفية‬LL‫ك‬!‫ي‬LL‫ف‬!‫فكر‬LL‫ن‬!‫لينا!أن‬LL‫ع‬!‫لة‬LL‫ح‬‫ر‬LL‫مل‬‫ا‬
!‫ا‬‫حن‬LL‫ش‬!‫ن‬LL‫م‬‫ؤ‬LL‫ت‬!‫ازون‬LL‫م‬‫أ‬LL‫ك‬!‫ات‬LL‫ك‬‫ر‬LL‫ش‬‫بعض!ال‬LL‫ف‬!.‫نتج‬LL‫مل‬‫ول!ا‬LL‫ح‬!‫ه‬LL‫ت‬‫تفسارا‬LL‫س‬‫يل!ا‬LL‫ص‬‫و‬LL‫ت‬!‫عجبه(،!أو‬LL‫ي‬!‫م‬LL‫ل‬!‫ال‬LL‫ح‬!‫ي‬LL‫ف‬)
!.‫مجانيا!من!العميل!إليها!في!حال!رغبة!العميل!في!إرجاع!املنتج!مع!ارجاع!كامل!املبلغ!له‬
!‫ت‬LL‫س‬‫ق.!فلي‬LL‫ي‬‫فر‬LL‫ل‬‫ع!ا‬LL‫م‬!‫حث‬LL‫ب‬‫فكير!و‬LL‫ت‬!‫ى‬LL‫ل‬‫حتاج!إ‬LL‫ت‬!‫تي‬LL‫ل‬‫ة!وا‬LL‫م‬‫ها‬LL‫ل‬‫ر!ا‬LL‫ص‬‫عنا‬LL‫ل‬‫ن!ا‬LL‫م‬!‫ل‬LL‫ص‬‫توا‬LL‫ل‬‫نوات!ا‬LL‫ق‬!‫ع‬LL‫ب‬‫ر‬LL‫م‬!‫عد‬LL‫ي‬
!‫ة‬LLL‫ع‬‫بد‬LLL‫م‬!‫قة‬LLL‫ي‬‫طر‬LLL‫ب‬!‫تفكير‬LLL‫ل‬‫ن!ا‬LLL‫م‬!‫د‬LLL‫ب‬!‫عميل.!وال‬LLL‫ل‬‫ى!ا‬LLL‫ل‬‫ن!وإ‬LLL‫م‬!‫يل‬LLL‫ص‬‫تو‬LLL‫ل‬‫لة!ا‬LLL‫ه‬‫ات!س‬LLL‫م‬‫د‬LLL‫خ‬‫نتجات!أو!ال‬LLL‫مل‬‫ميع!ا‬LLL‫ج‬
!.‫لتسهيل!العملية‬
‫اﻟﻌﻤﻼء‬ ‫ﻣﻊ‬ ‫اﻟﻌﻼﻗﺎت‬ :‫راﺑﻌﺎ‬
!‫ج‬‫نت‬LLL‫مل‬‫بيع!ا‬LLL‫ب‬!‫قط‬LLL‫ف‬!‫تعلق‬LLL‫ي‬!‫بيع!ال‬LLL‫ل‬‫ا‬LLL‫ف‬!.‫مية‬LLL‫ه‬‫ة!األ‬LLL‫ي‬‫ا‬LLL‫غ‬!‫ي‬LLL‫ف‬!‫را‬LLL‫م‬‫ثقة!أ‬LLL‫ل‬‫ناء!ا‬LLL‫ب‬‫عمالء!و‬LLL‫ل‬‫ع!ا‬LLL‫م‬!‫ات‬LLL‫ق‬‫عال‬LLL‫ل‬‫ناء!ا‬LLL‫ب‬!‫عد‬LLL‫ت‬
!‫ك‬L‫ل‬‫ذ‬L‫ب‬!‫اص‬L‫خ‬!‫ع‬L‫ب‬‫ر‬L‫م‬!‫راد‬L‫ف‬‫م!إ‬L‫ت‬!‫ك‬L‫ل‬‫ذ‬L‫ل‬‫له.!و‬L‫ك‬‫شا‬L‫مل‬‫ه!و‬L‫ل‬!‫تماع‬L‫س‬‫عه!واال‬L‫م‬!‫ة‬L‫ق‬‫عال‬L‫ل‬‫عميق!ا‬L‫ت‬!‫ضا‬L‫ي‬‫جب!أ‬L‫ي‬!‫ل‬L‫ب‬!،‫لعميل‬L‫ل‬
!:‫إلظهار!أهمية!بناء!العالقات.!يتم!بناء!العالقات!في!ثالثة!أماكن‬
.١!!‫قبل!البيع‬
!‫ن‬‫مك‬L‫مل‬‫ن!ا‬L‫م‬!.‫ه‬L‫ت‬‫ا‬L‫ف‬‫ا‬L‫ض‬‫ه!وإ‬L‫ت‬‫تعليقا‬L‫ل‬!‫سماع‬L‫ل‬‫ه!وا‬L‫ت‬‫حاور‬L‫م‬‫عميل!و‬L‫ل‬‫ع!ا‬L‫م‬!‫ل‬L‫ص‬‫توا‬L‫ل‬‫نوات!ا‬L‫ق‬!‫تح‬L‫ف‬!‫ق‬L‫ي‬‫ر‬L‫ط‬!‫ن‬L‫ع‬!‫ك‬L‫ل‬‫وذ‬
!‫ل‬‫م‬LLL‫ع‬!‫تى‬LLL‫ح‬!‫ة!أو‬LLL‫ي‬‫و‬LLL‫ع‬‫و‬LLL‫ت‬!‫مالت‬LLL‫ح‬!‫ة!أو‬LLL‫ي‬‫ير‬LLL‫خ‬!‫ع‬LLL‫ي‬‫شار‬LLL‫م‬!‫مل‬LLL‫ع‬!‫ق‬LLL‫ي‬‫ر‬LLL‫ط‬!‫ن‬LLL‫ع‬!‫جتمع‬LLL‫مل‬‫ع!ا‬LLL‫م‬!‫ات‬LLL‫ق‬‫ال‬LLL‫ع‬!‫ناء‬LLL‫ب‬!‫ضا‬LLL‫ي‬‫أ‬
!.‫نتج‬L‫مل‬‫ن!ا‬L‫م‬!‫تروا‬L‫ش‬‫بل!أن!ي‬L‫ق‬!‫تى‬L‫ح‬!‫ك‬L‫ب‬!‫هم‬L‫ط‬‫با‬L‫ت‬‫عمالء!وار‬L‫ل‬‫ب!ا‬L‫ح‬!‫ب‬L‫س‬‫ك!يك‬L‫ل‬‫ل!ذ‬L‫ك‬!.‫بيئة‬L‫ل‬‫ع!ا‬L‫م‬!‫قة‬L‫ف‬‫توا‬L‫م‬!‫نتجات‬L‫م‬
!‫ا‬‫ض‬LL‫ي‬‫ثلة!أ‬LL‫م‬‫ن!األ‬LL‫م‬‫صاالت.!و‬LL‫ت‬‫ات!اال‬LL‫ك‬‫ر‬LL‫ش‬!‫ا‬LL‫ه‬‫ا‬LL‫ع‬‫ر‬LL‫ت‬!‫ها!أو‬LL‫ب‬!‫قوم‬LL‫ت‬!‫تي‬LL‫ل‬‫ة!ا‬LL‫ي‬‫و‬LL‫ع‬‫تو‬LL‫ل‬‫مالت!ا‬LL‫ح‬‫ك!ال‬LL‫ل‬‫ثلة!ذ‬LL‫م‬‫ن!أ‬LL‫م‬‫و‬
!‫ه‬‫ذ‬LLLL‫ه‬!‫يث!أن‬LLLL‫ح‬!،‫ة‬LLLL‫ص‬‫خا‬LLLL‫ل‬‫عهم!ا‬LLLL‫ي‬‫شار‬LLLL‫م‬!‫تتاح‬LLLL‫ف‬‫لى!ا‬LLLL‫ع‬!‫باب‬LLLL‫ش‬‫د!ال‬LLLL‫ع‬‫سا‬LLLL‫ت‬!‫تي‬LLLL‫ل‬‫ميل!ا‬LLLL‫ج‬!‫اب!رزق‬LLLL‫ب‬!‫سة‬LLLL‫س‬‫ؤ‬LLLL‫م‬
!‫م‬‫ه‬LL‫ب‬‫ر‬LL‫ق‬!‫ن‬LL‫م‬!‫د‬LL‫ي‬‫ز‬LL‫ت‬!‫ع‬LL‫ي‬‫شار‬LL‫مل‬‫ذه!ا‬LL‫ه‬!‫ثل‬LL‫م‬!.‫ا‬LL‫ت‬‫و‬LL‫ي‬‫و‬LL‫ت‬!‫يارات‬LL‫س‬!‫يل‬LL‫ك‬‫ميل!و‬LL‫ج‬!‫لطيف‬LL‫ل‬‫بد!ا‬LL‫ع‬!‫ة‬LL‫ك‬‫ر‬LL‫ش‬‫عة!ل‬LL‫ب‬‫ا‬LL‫ت‬!‫سة‬LL‫س‬‫ؤ‬LL‫مل‬‫ا‬
!.‫للمجتمع!وبالتالي!محبة!املجتمع!لهم‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٤١!|!ﺻﻔﺤﺔ‬

15. .٢!‫أثناء!البيع‬
!‫ع‬‫بي‬LLL‫ل‬‫ملية!ا‬LLL‫ع‬!‫سهيل‬LLL‫ت‬‫شكل!راق.!و‬LLL‫ب‬!‫عهم‬LLL‫م‬!‫ل‬LLL‫م‬‫تعا‬LLL‫ل‬‫عمالء!وا‬LLL‫ل‬‫ا‬LLL‫ب‬!‫يب‬LLL‫ح‬‫تر‬LLL‫ل‬‫بيع!وا‬LLL‫ل‬‫راءات!ا‬LLL‫ج‬‫تسهيل!إ‬LLL‫ب‬!‫ك‬LLL‫ل‬‫وذ‬
!‫ا‬‫ه‬LL‫ت‬‫نتجا‬LL‫م‬!‫ودة‬LL‫ج‬!‫فاع‬LL‫ت‬‫ن!ار‬LL‫م‬!‫م‬LL‫غ‬‫ر‬LL‫ل‬‫ا‬LL‫ب‬!‫عينة‬LL‫م‬!‫ة‬LL‫ك‬‫ر‬LL‫ش‬‫اب!ل‬LL‫ه‬‫ذ‬LL‫ل‬‫ن!ا‬LL‫ع‬!‫ف‬LL‫ق‬‫تو‬LL‫ي‬!‫د‬LL‫ق‬!‫عمالء‬LL‫ل‬‫بعض!ا‬LL‫ف‬!.‫ها‬LL‫ت‬‫طوا‬LL‫خ‬‫و‬
!.‫بسبب!ازدحام!محال!البيع!فيها،!أو!بسبب!طول!وقت!االنتظار!لتوصيل!املنتج!أو!سوء!تعامل!املوظفني‬
.٣!‫أثناء!استخدام!املنتج!وبعد!البيع‬
!‫ل‬‫لعمي‬L‫ل‬!‫ة‬L‫ص‬‫فر‬L‫ل‬‫ة!ا‬L‫ح‬‫ا‬L‫ت‬‫إ‬L‫ب‬!‫ك‬L‫ل‬‫ذ‬L‫ك‬‫م.!و‬L‫ه‬‫شكوا‬L‫ل‬!‫ة‬L‫ب‬‫تجا‬L‫س‬‫علهم!واال‬L‫ف‬!‫ة!ردات‬L‫ف‬‫عر‬L‫م‬‫عمالء!و‬L‫ل‬‫ن!ا‬L‫م‬!‫سماع‬L‫ل‬‫ا‬L‫ب‬!‫ك‬L‫ل‬‫وذ‬
!!.‫لتعديل!لتعديل!املنتج!بما!يتناسب!معه‬
!‫ت‬‫بارا‬LL‫ع‬‫ور!و‬LL‫ص‬!‫ة‬LL‫ف‬‫ا‬LL‫ض‬‫ه!وإ‬LL‫ب‬‫سا‬LL‫ح‬!‫خصيص‬LL‫ت‬!‫لعميل‬LL‫ل‬!‫تيحان‬LL‫ي‬!‫ثال‬LL‫م‬!‫ك‬LL‫ب‬!‫فيس‬LL‫ل‬‫ع!ا‬LL‫ق‬‫و‬LL‫م‬‫ب!و‬LL‫ي‬‫سكا‬LL‫ل‬‫ج!ا‬LL‫م‬‫ا‬LL‫ن‬‫بر‬LL‫ف‬
!‫ه‬‫ت‬L‫ي‬‫هو‬L‫ك‬!‫بح‬L‫ص‬‫ك!أ‬L‫ب‬!‫فيس‬L‫ل‬‫ع!ا‬L‫ق‬‫و‬L‫م‬!‫ب!أو‬L‫ي‬‫سكا‬L‫ل‬‫ج!ا‬L‫م‬‫ا‬L‫ن‬‫ر‬L‫ب‬!‫ي‬L‫ف‬!‫ه‬L‫ب‬‫سا‬L‫ح‬!‫أن‬L‫ب‬!‫عميل‬L‫ل‬‫شعر!ا‬L‫ي‬!‫ي‬L‫ل‬‫تا‬L‫ل‬‫ا‬L‫ب‬‫نه،!و‬L‫ع‬!‫عبر‬L‫ت‬
!‫ومشابها!لشخصيته.!وذلك!يزيد!القرب!بني!العميل!واملنتج!ويزيد!محبته!له‬
!‫ا‬‫و‬LL‫م‬‫ا‬LL‫ق‬!‫تي‬LL‫ل‬‫نتجات!ا‬LL‫مل‬‫ودة!ا‬LL‫ج‬!‫موا‬ّ‫ي‬‫ق‬LL‫ي‬!‫أن‬LL‫ب‬!‫ني‬LL‫م‬‫تخد‬LL‫س‬‫ة!للم‬LL‫ص‬‫فر‬LL‫ل‬‫ازون!ا‬LL‫م‬‫األ‬LL‫ك‬!‫ات‬LL‫ك‬‫ر‬LL‫ش‬‫عض!ال‬LL‫ب‬!‫ر‬LL‫ف‬‫و‬LL‫ت‬!‫ما‬LL‫ك‬!
!‫ي‬LL‫ع‬‫تما‬LL‫ج‬‫ل!اال‬LL‫ص‬‫توا‬LL‫ل‬‫ع!ا‬LL‫ق‬‫وا‬LL‫م‬!‫الل‬LL‫خ‬!‫ن‬LL‫م‬!‫ك‬LL‫ل‬‫ة!ذ‬LL‫ح‬‫ا‬LL‫ت‬‫يا!إ‬LL‫ل‬‫ا‬LL‫ح‬!‫مكن‬LL‫مل‬‫ن!ا‬LL‫م‬‫نها.!و‬LL‫ع‬!‫عليقات‬LL‫ت‬!‫ة‬LL‫ب‬‫تا‬LL‫ك‬‫ها!و‬LL‫ئ‬‫را‬LL‫ش‬‫ب‬
!.‫كالفيس!بك!بحيث!نترك!فرصة!للمستخدمني!بأن!يقدموا!لنا!آراءهم!واقتراحاتهم!بكل!رحابة!صدر‬
!‫ي‬‫فن‬LL‫ل‬‫م!ا‬LL‫ع‬‫د‬LL‫ل‬‫ة!ا‬LL‫م‬‫د‬LL‫خ‬‫نتج!ك‬LL‫مل‬‫ه!ا‬LL‫م‬‫تخدا‬LL‫س‬‫ناء!ا‬LL‫ث‬‫لعميل!ا‬LL‫ل‬!‫شخصية‬LL‫ل‬‫دة!ا‬LL‫ع‬‫سا‬LL‫مل‬‫ة!ا‬LL‫ح‬‫ا‬LL‫ت‬‫ضا!ا‬LL‫ي‬‫مكن!أ‬LL‫مل‬‫ن!ا‬LL‫م‬‫و‬
!‫ل‬‫عمي‬L‫ل‬‫مكن!ا‬L‫ت‬!Fire!phone!‫ي‬L‫ك‬‫ذ‬L‫ل‬‫فها!ا‬L‫ت‬‫ا‬L‫ه‬!‫ي‬L‫ف‬!‫ة‬L‫م‬‫د‬L‫خ‬!‫ازون‬L‫م‬‫ة!أ‬L‫ك‬‫ر‬L‫ش‬!‫ر‬L‫ف‬‫و‬L‫ت‬!.‫ة‬L‫ع‬‫سا‬L‫ل‬‫دار!ا‬L‫م‬!‫لى‬L‫ع‬!‫ي‬L‫ن‬‫جا‬L‫مل‬‫ا‬
!‫ي‬LLLL‫ف‬!‫ه‬LLLL‫ت‬‫د‬LLLL‫ع‬‫سا‬LLLL‫م‬‫ئلته!و‬LLLL‫س‬‫تلقي!ا‬LLLL‫ل‬!‫ك‬LLLL‫ل‬‫ة،!وذ‬LLLL‫ع‬‫سا‬LLLL‫ل‬‫دار!ا‬LLLL‫م‬!‫لى‬LLLL‫ع‬!‫صورة‬LLLL‫ل‬‫صوت!وا‬LLLL‫ل‬‫ا‬LLLL‫ب‬!‫م‬LLLL‫ع‬‫د‬LLLL‫ل‬‫ا‬LLLL‫ب‬!‫صال‬LLLL‫ت‬‫ن!اال‬LLLL‫م‬
!.‫استخدام!الهاتف!وحل!مشكالته‬
!‫د‬‫ع‬LLLLL‫ب‬‫نتج!و‬LLLLL‫مل‬‫تخدام!ا‬LLLLL‫س‬‫يات!ا‬LLLLL‫ل‬‫ينهم!آ‬LLLLL‫ب‬!‫يما‬LLLLL‫ف‬!‫شون‬LLLLL‫ق‬‫تنا‬LLLLL‫ي‬!‫عمالء‬LLLLL‫ل‬‫ن!ا‬LLLLL‫م‬!‫جتمع‬LLLLL‫م‬!‫ناء‬LLLLL‫ب‬!‫ضا‬LLLLL‫ي‬‫طرق!أ‬LLLLL‫ل‬‫ن!ا‬LLLLL‫م‬‫و‬
!‫ج‬‫نت‬LL‫م‬!‫ن‬LL‫ع‬!‫ن‬LL‫ي‬‫ر‬LL‫خ‬‫ضاء!اآل‬LL‫ع‬‫ؤال!األ‬LL‫س‬!‫ة‬LL‫م‬‫د‬LL‫خ‬!‫ن‬LL‫ي‬‫تر‬LL‫ش‬‫تيح!للم‬LL‫ي‬!‫ذي‬LL‫ل‬‫ازون!ا‬LL‫م‬‫ع!أ‬LL‫ق‬‫و‬LL‫م‬!‫ثال‬LL‫م‬!‫نها‬LL‫م‬!.‫تفضيالت‬LL‫ل‬‫ا‬
!.‫ما!وسؤالهم!عن!تفضيالته!في!الشراء‬
(‫)اﻷرﺑﺎح‬ ‫اﻹﻳﺮادات‬ :‫ﺧﺎﻣﺴﺎ‬
!‫ي‬LLL‫ه‬!(‫عمالء‬LLL‫ل‬‫ع!ا‬LLL‫م‬!‫ة‬LLL‫ق‬‫عال‬LLL‫ل‬‫ل!وا‬LLL‫ص‬‫توا‬LLL‫ل‬‫نوات!ا‬LLL‫ق‬!،‫ة‬LLL‫ف‬‫ضا‬LLL‫مل‬‫قيمة!ا‬LLL‫ل‬‫عمالء،!ا‬LLL‫ل‬‫ى!)ا‬LLL‫ل‬‫عة!األو‬LLL‫ب‬‫عات!األر‬LLL‫ب‬‫ر‬LLL‫مل‬‫عد!ا‬LLL‫ت‬
!.‫اآللية!التي!ستولد!الربح!للمؤسسة.!ولذلك!فقد!تم!وضع!مربع!اإليرادات!)األرباح(!تحتها!مباشرة‬
!‫ن‬‫إ‬LL‫ف‬!،‫ازون‬LL‫م‬‫ة!أ‬LL‫ك‬‫ر‬LL‫ش‬‫بة!ل‬LL‫س‬‫الن‬LL‫ب‬!،‫مثال‬LL‫ف‬!.‫ة‬LL‫ك‬‫ر‬LL‫ش‬‫اح!لل‬LL‫ب‬‫در!األر‬LL‫ت‬!‫تي‬LL‫ل‬‫عمليات!ا‬LL‫ل‬‫ة!ا‬LL‫ب‬‫كتا‬LL‫ب‬!‫قوم‬LL‫ن‬!‫ع‬LL‫ب‬‫ر‬LL‫مل‬‫ذا!ا‬LL‫ه‬!‫ي‬LL‫ف‬
!‫ن‬‫إ‬L‫ف‬!،‫ب‬L‫ي‬‫لسكا‬L‫ل‬!‫بة‬L‫س‬‫الن‬L‫ب‬!.‫ة‬L‫ك‬‫ر‬L‫ش‬‫اح!لل‬L‫ب‬‫ل!األر‬L‫خ‬‫د‬L‫ت‬!‫تي‬L‫ل‬‫رى(!ا‬L‫خ‬‫يات!أ‬L‫ل‬‫من!آ‬L‫ض‬!‫ن‬L‫م‬)!‫ية‬L‫ل‬‫ي!اآل‬L‫ه‬!‫نتجات‬L‫مل‬‫يع!ا‬L‫ب‬
!‫ى‬‫ر‬L‫خ‬‫ية!أ‬L‫ل‬‫ير!آ‬L‫ف‬‫تو‬L‫ب‬!‫ة‬L‫ك‬‫ر‬L‫ش‬‫قوم!ال‬L‫ت‬!‫ك‬L‫ل‬‫ذ‬L‫ل‬‫ه!!!و‬L‫ل‬‫ال‬L‫خ‬!‫ن‬L‫م‬!‫صاالت‬L‫ت‬‫راء!ا‬L‫ج‬‫ي!ال‬L‫ن‬‫جا‬L‫م‬!‫شكل‬L‫ب‬!‫ه‬L‫م‬‫تخد‬L‫س‬‫عظمنا!ي‬L‫م‬
!‫ى‬LLL‫ل‬‫ب!إ‬LLL‫ي‬‫سكا‬LLL‫ل‬‫ن!ا‬LLL‫م‬!‫صال‬LLL‫ت‬‫اال‬LLL‫ب‬!‫ك‬LLL‫ل‬!‫سمح‬LLL‫ت‬!‫تي‬LLL‫ل‬‫ات!ا‬LLL‫ك‬‫ترا‬LLL‫ش‬‫الل!اال‬LLL‫خ‬!‫ن‬LLL‫م‬!‫ي‬LLL‫ه‬‫ي!و‬LLL‫ل‬‫ا‬LLL‫مل‬‫ردود!ا‬LLL‫مل‬‫ال!ا‬LLL‫خ‬‫إلد‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٥١!|!ﺻﻔﺤﺔ‬

16. !‫ن‬‫ك‬LLL‫ل‬!،ّ‫ي‬LLL‫ن‬‫جا‬LLL‫م‬!‫شكل‬LLL‫ب‬!‫ع‬LLL‫ق‬‫و‬LLL‫مل‬‫تخدام!ا‬LLL‫س‬‫ا‬LLL‫ب‬!‫قوم‬LLL‫ن‬!،‫ك‬LLL‫ب‬!‫فيس‬LLL‫ل‬‫ي!ا‬LLL‫ف‬!.‫خفضة‬LLL‫م‬!‫عار‬LLL‫س‬‫أ‬LLL‫ب‬!‫ل‬LLL‫ي‬‫ا‬LLL‫ب‬‫و‬LLL‫مل‬‫ف!أو!ا‬LLL‫ت‬‫ها‬LLL‫ل‬‫ا‬
!‫ك‬LL‫ل‬‫ع!وذ‬LL‫ق‬‫و‬LL‫مل‬‫ي!ا‬LL‫ف‬!‫ها‬LL‫ت‬‫ا‬LL‫ن‬‫ال‬LL‫ع‬‫ع!إ‬LL‫ض‬‫لو‬LL‫ل‬!‫ات‬LL‫ك‬‫ر‬LL‫ش‬‫منها!ال‬LL‫ث‬!‫ع‬LL‫ف‬‫د‬LL‫ت‬!‫تي‬LL‫ل‬‫ات!ا‬LL‫ي‬‫ا‬LL‫ع‬‫د‬LL‫ل‬‫ة!ا‬LL‫م‬‫د‬LL‫خ‬!‫ير‬LL‫ف‬‫تو‬LL‫ب‬!‫قوم‬LL‫ت‬!‫ة‬LL‫ك‬‫ر‬LL‫ش‬‫ال‬
!.‫بهدف!ادخال!مردود!مادي!لها‬
!‫ن‬‫إ‬L‫ف‬!،‫ة‬L‫ف‬‫تهد‬L‫س‬‫ح!امل‬L‫ئ‬‫را‬L‫ش‬‫ي!لل‬L‫ن‬‫جا‬L‫م‬!‫شكل‬L‫ب‬!‫ية‬L‫ئ‬‫غذا‬L‫ل‬‫ات!ا‬L‫ن‬‫عو‬L‫مل‬‫ن!ا‬L‫م‬‫ؤ‬L‫ت‬!‫تي‬L‫ل‬‫ة!ا‬L‫ي‬‫خير‬L‫ل‬‫ات!ا‬L‫ك‬‫ر‬L‫ش‬‫ال!ال‬L‫ح‬!‫ي‬L‫ف‬!‫ا‬L‫م‬‫أ‬
!‫ة‬LLL‫ي‬‫خير‬LLL‫ل‬‫معيات!ا‬LLL‫ج‬‫ن!ال‬LLL‫م‬!‫ليها‬LLL‫ع‬!‫حصول‬LLL‫ل‬‫ثال!أو!ا‬LLL‫م‬!‫ات‬LLL‫ع‬‫تبر‬LLL‫ل‬‫مع!ا‬LLL‫ج‬‫رى!ك‬LLL‫خ‬‫طرق!أ‬LLL‫ب‬!‫ول‬LLL‫خ‬‫د‬LLL‫م‬!‫ني‬LLL‫م‬‫أ‬LLL‫ت‬!‫ليها‬LLL‫ع‬
!.‫األخرى‬
!.‫نقوم!في!هذا!املربع!بسرد!كل!تلك!العمليات!التي!من!شأنها!توليد!اإليرادات!)األرباح(!للمشروع‬
!‫ة‬LL‫ف‬‫ضا‬LL‫مل‬‫قيمة!ا‬LL‫ل‬‫ا‬LL‫ب‬!‫خاص‬LL‫ل‬‫ع!ا‬LL‫ب‬‫لمر‬LL‫ل‬!‫ة‬LL‫ف‬‫ا‬LL‫ض‬‫نموذج!)إ‬LL‫ل‬‫مني!ا‬LL‫ي‬!‫لى‬LL‫ع‬!‫قع‬LL‫ت‬!‫تي‬LL‫ل‬‫ى!ا‬LL‫ل‬‫مس!األو‬LL‫خ‬‫عات!ال‬LL‫ب‬‫ر‬LL‫مل‬‫عد!ا‬LL‫ت‬
!‫ك‬‫يل‬LLL‫ص‬‫و‬LLL‫ت‬!‫قة‬LLL‫ي‬‫ر‬LLL‫ط‬‫نتجك!و‬LLL‫م‬!‫رى‬LLL‫ي‬!‫عميل‬LLL‫ل‬‫ا‬LLL‫ف‬!.‫عميل‬LLL‫ل‬‫راه!ا‬LLL‫ي‬!‫ذي‬LLL‫ل‬‫روع!ا‬LLL‫ش‬‫زء!امل‬LLL‫ج‬!‫ي‬LLL‫ه‬!(‫ط‬LLL‫س‬‫و‬LLL‫ل‬‫ي!ا‬LLL‫ف‬!‫ود‬LLL‫ج‬‫و‬LLL‫مل‬‫ا‬
!‫ه‬LLL‫ن‬‫أ‬LLL‫ب‬!‫زء‬LLL‫ج‬‫ذا!ال‬LLL‫ه‬!‫سمية‬LLL‫ت‬!‫مكن‬LLL‫مل‬‫ن!ا‬LLL‫م‬!‫ك‬LLL‫ل‬‫ذ‬LLL‫ل‬‫نتج.!و‬LLL‫مل‬‫لى!ا‬LLL‫ع‬!‫لحصول‬LLL‫ل‬!‫ال‬LLL‫مل‬‫ك!ا‬LLL‫ل‬!‫ع‬LLL‫ف‬‫د‬LLL‫ي‬!‫ه‬LLL‫ن‬‫ما!أ‬LLL‫ك‬!،‫ه‬LLL‫ب‬!‫تك‬LLL‫ق‬‫ال‬LLL‫ع‬‫و‬
!!.‫!ألن!العميل!سيرى!كل!ما!تقوم!به!في!هذا!القسم‬Front!Stage!‫واجهة!مشروعك!أو!مسرح!مشروعك‬
!‫ق‬LLL‫ي‬‫تسو‬LLL‫ل‬‫تب!ا‬LLL‫ك‬!‫يث!أن‬LLL‫ح‬!.‫ق‬LLL‫ي‬‫تسو‬LLL‫ل‬‫تب!ا‬LLL‫ك‬!‫ي‬LLL‫ف‬!‫ع‬LLL‫س‬‫تو‬LLL‫ل‬‫مكن!ا‬LLL‫مل‬‫ن!ا‬LLL‫م‬!‫ب‬LLL‫ن‬‫جا‬LLL‫ل‬‫ذا!ا‬LLL‫ه‬!‫ي‬LLL‫ف‬!‫ثر‬LLL‫ك‬‫ات!أ‬LLL‫م‬‫علو‬LLL‫مل‬‫و‬
!‫ء‬‫عمال‬LLLL‫ل‬‫ع!ا‬LLLL‫م‬!‫ة‬LLLL‫ق‬‫ال‬LLLL‫ع‬!‫ناء‬LLLL‫ب‬!‫يفية‬LLLL‫ك‬‫!و‬Segmen:ng!‫بة‬LLLL‫س‬‫نا‬LLLL‫مل‬‫عمالء!ا‬LLLL‫ل‬‫حة!ا‬LLLL‫ي‬‫ر‬LLLL‫ش‬!‫تيار‬LLLL‫خ‬‫يفية!ا‬LLLL‫ك‬!‫ن‬LLLL‫ع‬!‫دث‬LLLL‫ح‬‫تت‬
!4Ps:!Product,!Price,!Place!‫ن‬LLLLLL‫ع‬!‫ثها‬LLLLLL‫ي‬‫د‬LLLLLL‫ح‬‫ة!ل‬LLLLLL‫ف‬‫ا‬LLLLLL‫ض‬‫!،!إ‬Customer!Rela:onship!Marke:ng
!‫م‬‫ظت‬LLL‫ح‬‫ما!ال‬LLL‫ك‬!‫ر‬LLL‫ص‬‫عنا‬LLL‫ل‬‫ذا!ا‬LLL‫ه‬!‫ل‬LLL‫ك‬‫تسعيره(.!و‬LLL‫ل‬‫ع!ا‬LLL‫ض‬‫جه!وو‬LLL‫ي‬‫رو‬LLL‫ت‬‫يله!و‬LLL‫ص‬‫و‬LLL‫ت‬‫نتج،!و‬LLL‫مل‬‫!)ا‬and!Promo:on
!.‫موجودة!ضمن!هذه!الجهة!من!النموذج‬
‫شركاء‬
‫رئيسيون‬
‫األنشطة‬
‫الرئيسية‬
‫القيمة‬
‫املضافة‬
‫العالقة‬
‫مع‬
‫العمالء‬ ‫الجمهور‬
‫املستهدف‬
‫املوارد‬
‫الرئيسية‬
‫قنوات‬
‫التواصل‬
‫التكاليف‬ ‫هيكل‬ ‫اإليرادات‬ ‫مصادر‬
S‫8ﻟﺠﻨﺒﺎ‬ ‫[ﻣﺠﺪ‬ . ً‫ﺎ‬‫ﻣﺸﺮ$ﻋ‬ ()‫ﺻﺎ‬ ‫ﻓﻜﺮﺗﻲ‬ ‫٦١!|!ﺻﻔﺤﺔ‬