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2b value chain (team specific).2013.q2
- 1. Value Chain “Ecosystem” “Product Positioning, Pricing & Costing” 1
- 2. Two Critical Channel Questions 1 2 How do you want to sell your product? is subtle, but more important than the first: How does your customer want to buy your product? 2
- 3. How Do You Want Your Product to Get to Your Customer? Yourself Through someone else Retail Wholesale Bundled with other goods or services 3
- 4. How Does Your Customer Want to Buy Your Product from your Channel? • Same day • Delivered and installed • Downloaded • Bundled with other products • As a service • … 4
- 5. For You? What Does This Mean? 5
- 6. Questio ns Wino’s • Do you sell your product direct? • Is your product bundled with other products? • Is your product a component of a bigger product? • Is your product licensed? • How do customers/prospects want to buy it? 6
- 7. Questio ns Easygene • Do you sell your product direct? • Is your product bundled with other products? • Is your product a component of a bigger product? • Is your product licensed? • How do customers/prospects want to buy it? 7
- 8. Questio ns Lignin • Do you sell your product direct? • Is your product bundled with other products? • Is your product a component of a bigger product? • Is your product licensed? • How do customers/prospects want to buy it? 8
- 9. Questio ns Ecoli? • Do you sell your product direct to a user? • Is your product bundled with other products? • Is your product a component of a bigger product? • Is your product licensed? • How do customers/prospects want to buy it? 9
- 10. Questio ns • • • • Tait Direct to “end user”? Via naturopath store? Via “name brand”? Via “expert testimonial”? – For what specific segment? • How do customers/prospects want to buy it? 10
- 12. Value Chain 12
- 13. Value Chain Direct to End User List Price Discounts Revenue - Actual Price Profit + SG&A + R&D Cost of Goods (Supply Chain) 13
- 14. Value Chain Resellers List Price Discounts Reseller Profit Revenue - Actual Price Profit + SG&A + R&D Cost of Goods (Supply Chain) 14
- 15. Value Chain Distributors/Resellers List Price Discounts Reseller Profit Distributor Revenue - Actual Price Profit + SG&A + R&D Cost of Goods (Supply Chain) 15
- 16. Value Chain International Distributors List Price Discounts Reseller Profit Distributor Master Disti Profit + SG&A + R&D Cost of Goods (Supply Chain) Revenue - Actual Price 16
- 17. Value Chain OEM or IP Licensing List Price Discounts Reseller Profit Distributor Master Disti Profit + SG&A + R&D Cost of Goods (Supply Chain) OEM/IP Product is part of your customers COGs Reseller Discounts Profit Profit Distributor Master Disti + of Goods CostSG&A + R&D (Supply Chain) Revenue - Actual Price 17
- 18. Value Chain OEM or IP Licensing List Price Discounts Reseller Profit Distributor Master Disti Profit + SG&A + R&D Cost of Goods (Supply Chain) This stack replicates (like a fractal … looks the same at each level) Revenue - Actual Price Reseller Discounts Profit Profit Distributor Master Disti + of Goods CostSG&A + R&D (Supply Chain) Reseller Discounts Profit Distributor MasterGoods CostProfit of Disti + SG&A (Supply Chain) + R&D 18
- 19. Value Chain Excerpt from Reading: “Who Captures Value in a Global Innovation System? The case of Apple's iPod” 19
- 20. Value Chain Excerpt from Reading: “Who Captures Value in a Global Innovation System? The case of Apple's iPod” 20
- 21. Distribution Complexity Global Systems Systems Integrators Evangelists Marketing Complexity WANs Mainframes Direct Sales Minis LANs VARs PC Servers Desktop PCs Retail Printers Keyboards Service Technicians Web, Telesales Toner Solution Complexity 21