Home Furnishings Ecommerce Platform Short Pitch 2024
Market fist fast East Side VR 6-14
1. Market-Fit-Fast Intro
New Revenues Fast - often in ¼ the time
Align your work to how customers value
Gateway Adopters LLC
Patrick F. Hogan
East Side VR SIG, 6/14/2018
13. Vehicle investment areas/examples
(backlog)
A. Passenger room
Hip, head, knee room
B. Cargo capacity
Trunk space
C. Passive Safety
Airbags, crash zones
D. Economy - TCO
low ownership cost – overall
E. Active Safety /
“Autonomy”
Active breaking, lane keeping
L. Infotainment
Audio, in car screens, phone
compatibility
M. Instruments
Dash readout, configurability, heads up
display
N. Engine/Motor
Size and sophistication of engine,
motor/battery
O. Drive train
# Transmission ratios, AW/FW/RW
drive
P. Chassis / body
Frame/body sophistication/strength,
materials
F. Interior quality
Service finish, materials, fit
H. Design / Styling
Follow, new shapes
I. Tires & Wheels
Size and material sophistication
J. Brakes
Short stopping
K. Ride & Handling
Suspension sophistication & tuning
14. MCO Theme; 1. Sports Car Replacement
For Head of household – replacing a two-seater sport car
they’re selling sport car
That needs to carry at least one child ~ 7 yr. and maybe a friend
Family will use other vehicles for full family and friends
With 5 star safety rating while keeping under a $31K
For each backlog item fill in the blanks:
Capability _[backlog item X] is the value type [use decision tree] (see next)
15. Tool: What type of value does your capability deliver?
Expecte
d?
Yes
No
Indifferent
Must
Delighter
Linear
Hostile/
DetractorDetracts?
Yes
No
Add Value?
Yes
No
Adds value?
No
Yes
B
a
c
k
l
o
g
Work
Customer
Value
25. Broad Range of Innovation - enterprise and startup -
experience
35+ years of Experience
• Envisioning and driving new offerings
Rigorous Research
• Adopting, creating new and improving innovation tools and best practices
• 100+ of C level executives interviews
• 1,000+ of consumer interviews
• 100,000+ data point from thousands of projects
Across many markets
• New Cloud Dev API’s and supporting application platforms
• Developer tools
• Big data analytics solutions
• Imaging and VR application platforms
• Digital media consumer advertising analytics
• CRM and mobile applications
• New hosted authoring platform for ecommerce websites
Bridge to many industries – beyond high-tech
• Automotive and aerospace
• Consumer banking
• P&C insurance
• Healthcare and eldercare
• Online resort travel
Editor's Notes
Streamline the presentation to get "hands on" the decision tree ASAP with a short "why you should care" (value prop/outcomes)
After experiencing the model - allude to the benefits and several ways one can use the (newly acquired) skill - but not the details e.g. don't teach how to create
a target market definitions,
elevator pitch, value prop/scenarios
an MCO theme
Is tough – lots of places to get stuck
Innovation is simple process - can be managed – when you do
4 steps –
Use to figure out where you are – focus - which spot is your choke point
Bespoke custom fix to your problem
ID choke points in each step in process
Target the right segment….
Compliments Lean; defines the “what” at a granular level
Repeatable risk assessment and mitigation
/ create a great Market Fit
When there are many things your could do – figure out what the one thing you should do, NEXT
Do more with less
Align your team to what customers value
Cut your time to market by 75%
streamline to land faster
get to market fast by doing what…
Create a minimum compelling offering
that gets adopted fast – not just viable
what makes your idea compelling
Test your value faster
Does your product create customer value?
Make the most of your unique skills
Target the problem your best equipped to solve –
Maximize your competitive advantage
Compliments Lean; defines the “what” at a granular level
Repeatable risk assessment and mitigation
/ create a great Market Fit
When there are many things your could do – figure out what the one thing you should do, NEXT
Do more with less
Align your team to what customers value
Cut your time to market by 75%
streamline to land faster
get to market fast by doing what…
Create a minimum compelling offering
that gets adopted fast – not just viable
what makes your idea compelling
Test your value faster
Does your product create customer value?
Make the most of your unique skills
Target the problem your best equipped to solve –
Maximize your competitive advantage
“Must Have’s” NOT always true with very complex products
Musts: must be minimally functional but more is overinvesting
Coffee has to be hot
house; must have a good foundation
family sedan; tires, brakes, fender liners - waxed cardboard is a great, value engineered solution, for a fender liner
Linear: required and add value - need to balance across portfolio
bundle of features need “make sense” for target segment / scenarios.
product is valued at it’s lowest feature - don’t drag value down with inferior feature
don’t overinvest where you won’t realize gain
Coffee; Flavor; People pay 4 dollars for coffee which used to cost 50 cents because Starbucks had good tasting coffee.
there is a niche $7.00 for Costa Rica beans(?)
House; Plumbing fixtures – faucets, sinks, toilets
Family sedan; seat & interior coverings, climate control, sound system, headlights, passive & active safety features, sat nav, Bluetooth.
Cheep dashboard makes it an economy car, heated, ventilated leather seats does not transform a economy car into a luxury car
Differentiator: not required but add high value – can compliment value proposition
Select one “Cool” item – the marketing team can’t easily message more then that anyway
Coffee: Foam art is a delighter. Some people select a coffee shop in Fremont that has skull and crossbones foam art. The coffee is probably below Café Vita, but they doesn’t the foam artwork.
House: period textured wall covering
Family Sedan; auto-park, auto-brake, glass roof
Indifferent: not important
- I don’t know anyone that cares what color the cup is. White is a-ok.
NOTES ONE USE
Segments and team dynamics: when there are divergent opinions on categories it is typically because of unidentified differences in scenarios and target segments – they are all likely correct, but NOT the same
Handouts: decision tree, prescriptions, auto persona, Auto trade offs, auto spectrum
One – $’s
Full on Kano
Pseudo Kano
Compliments Lean; defines the “what” at a granular level
Repeatable risk assessment and mitigation
/ create a great Market Fit
When there are many things your could do – figure out what the one thing you should do, NEXT
Do more with less
Align your team to what customers value
Cut your time to market by 75%
streamline to land faster
get to market fast by doing what…
Create a minimum compelling offering
that gets adopted fast – not just viable
what makes your idea compelling
Test your value faster
Does your product create customer value?
Make the most of your unique skills
Target the problem your best equipped to solve –
Maximize your competitive advantage
If you are stuck - I can help get unstuck
or
I can help adopt the model
BTW – Feedback – help people like you
Compelling - – now make it better
Is tough – lots of places to get stuck
Innovation is simple process - can be managed – when you do
4 steps –
Use to figure out where you are – focus - which spot is your choke point
Bespoke custom fix to your problem
ID chock points in each step in process
