KU Leuven Master Class: New Product Marketing
5/11 Forecasting & Business Planning
Summary: Systems thinking and understanding the biases in the way we think and plan
Designed for an English major class to prepare students for internships, careers, job hunting, and creating ethical codes. I emphasize how a single image might be viewed by different audiences--creating unique realities for individual viewers.
New Product Marketing: A new view on Market Research....Learning to run real ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
3/11 Rethinking Market Research
Summary: How to run research that answers real questions instead of confirming what you want to know?
Designed for an English major class to prepare students for internships, careers, job hunting, and creating ethical codes. I emphasize how a single image might be viewed by different audiences--creating unique realities for individual viewers.
New Product Marketing: A new view on Market Research....Learning to run real ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
3/11 Rethinking Market Research
Summary: How to run research that answers real questions instead of confirming what you want to know?
Product Marketing can be a strategic role, but Product Marketers need to understand how they can achieve that. This presentation provides 4 high level strategies to follow to increase the value of Product Marketing in your company.
This is a crash course in new product marketing. In less than 30 slides you'll learn how to develop a new product concept, build a business plan to turn this concept into a reality, as well as how to craft a marketing plan to help you sell this product. You'll find these step-by-step slides easy to understand and, by the end, be in a better position to launch your idea to the world.
101 Business Insights is the first business networking site that rewards members for their time and input. As a member you get real, asset-backed rewards for commenting, posting or even simply hanging out at the site. It’s our way of thanking you for engaging with and growing the network, and for being part of the most vibrant business community on the net.
The Top Skills That Can Get You Hired in 2017LinkedIn
We analyzed all the recruiting activity on LinkedIn this year and identified the Top Skills employers seek. Starting Oct 24, learn these skills and much more for free during the Week of Learning.
#AlwaysBeLearning https://learning.linkedin.com/week-of-learning
Innovation Management/ lecture 4: Speed: New thoughts on an old ideaBryan Cassady
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
New Product Marketing: A bakers dozen (12 +1)...Strategies to win in today’s...Bryan Cassady
KU Leuven Master Class: New Product Marketing
8/11 A new look at strategy
Summary: A bakers dozen (12 +1) of strategic ideas to win in today’s competitive markets
New Product Marketing: Market Entry strategies....A new look at first movers ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
7/11 Market timing First vs Fast seconds
Summary:Different views of the value of being first / second in a market
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-Creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
New Product Marketing: What really happens at work.... Getting out of the thi...Bryan Cassady
KU Leuven Master Class: New Product Marketing
6/11 The real role of marketing
Summary: The role of marketing, how to make decisions and sell your ideas
New Product Marketing: Building Ideas that stick ... and people never forgetBryan Cassady
KU Leuven Master Class: New Product Marketing
1/11 Course Introduction
Building Ideas that stick ... and people never forget
Summary: Most products fail… why. The power of stories and ideas that stick
Product Marketing can be a strategic role, but Product Marketers need to understand how they can achieve that. This presentation provides 4 high level strategies to follow to increase the value of Product Marketing in your company.
This is a crash course in new product marketing. In less than 30 slides you'll learn how to develop a new product concept, build a business plan to turn this concept into a reality, as well as how to craft a marketing plan to help you sell this product. You'll find these step-by-step slides easy to understand and, by the end, be in a better position to launch your idea to the world.
101 Business Insights is the first business networking site that rewards members for their time and input. As a member you get real, asset-backed rewards for commenting, posting or even simply hanging out at the site. It’s our way of thanking you for engaging with and growing the network, and for being part of the most vibrant business community on the net.
The Top Skills That Can Get You Hired in 2017LinkedIn
We analyzed all the recruiting activity on LinkedIn this year and identified the Top Skills employers seek. Starting Oct 24, learn these skills and much more for free during the Week of Learning.
#AlwaysBeLearning https://learning.linkedin.com/week-of-learning
Innovation Management/ lecture 4: Speed: New thoughts on an old ideaBryan Cassady
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
New Product Marketing: A bakers dozen (12 +1)...Strategies to win in today’s...Bryan Cassady
KU Leuven Master Class: New Product Marketing
8/11 A new look at strategy
Summary: A bakers dozen (12 +1) of strategic ideas to win in today’s competitive markets
New Product Marketing: Market Entry strategies....A new look at first movers ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
7/11 Market timing First vs Fast seconds
Summary:Different views of the value of being first / second in a market
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-Creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
New Product Marketing: What really happens at work.... Getting out of the thi...Bryan Cassady
KU Leuven Master Class: New Product Marketing
6/11 The real role of marketing
Summary: The role of marketing, how to make decisions and sell your ideas
New Product Marketing: Building Ideas that stick ... and people never forgetBryan Cassady
KU Leuven Master Class: New Product Marketing
1/11 Course Introduction
Building Ideas that stick ... and people never forget
Summary: Most products fail… why. The power of stories and ideas that stick
Innovation Management/ lecture 2: People and Teams for Innovation SuccessBryan Cassady
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-Creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
Innovation Management/ lecture 5: Co-Creation to build more valueBryan Cassady
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-Creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
It takes a village..,.
The hardest part of writing this book and the courses that go with it was not finding more to say and share, but to clarify and simplify. All the people list here helped.
Venture boss a program to coach train 1 million entrepreneurs by 2026Bryan Cassady
At venture-boss our mission is to help train and coach 1 million young entrepreneurs by 2026.
But for billions of people around the world, Entrepreneurship is just a dream. It is something other people do.
Venture-boss will change this by offering a simple, but powerful, 5-day learning by doing program that can be run in any language, for almost any type of business, online or in-person by thousands of trainers worldwide.
Our business model is inspired by Innovation engineering taught at 26 US universities. And the Founder Institute run in 182 cities. Our program and their programs are based on independent local programs that are easy to scale AND collaboration for continual improvement.
We’ve already taught students as young as 17 from 22 countries. Based on these successes, we have started new programs in Nigeria, Angola, India and Malaysia.
It is difficult it is to identify companies that have scalable business models AND equally important will they be able to execute their business plans. We have been working on this challenge now for over 4 years.In the past, a few interviews and some financial analysis might have been enough. Today, markets are more complex, and businesses are harder to evaluate. To solve this challenge have recently combined over 10 years of research on more than 10,000 companies to create an assessment that objectively measures: 1/. Scalability of the business 2/. And their ability to deliver innovation consistently.
The accuracy of our assessments are very good. Right now, with a 1-hour assessment, we are able to correctly classify businesses by scalability and able to predict just under 80% of their variance of innovation success
You can have the greatest idea in the world, but it you can’t get other people excited about your idea it won’t go far.
A perfect pitch takes time to prepare. yYu'll learn about the 5Ps of any good pitch (problem, promise, proof, profit and passion) and 7 easy ways to make your next pitch better...
Deliverable: A pitch that people will understand and will inspire them to take action
A lot of research has shown that systems are the key to innovation success.
Systems are made up of interrelated components of people and processes with a clearly defined, shared destination or goal.
Systems work best when everyone shares an understanding and commitment to the aim or purpose of the system.
The foundations are clarity and a commitment to learn, and improve.
Great companies have 3 characteristics that set them apart from the rest. These characteristics are:
1. An ability to see and build on strengths
2. A commitment to build innovation eco-systems and
3. A commitment to ongoing action
Deliverables: Simplifying the challenges, structuring the learning process, getting better internally and in your eco-system.
f you’re looking to build bigger and better ideas, you need to get feedback.
To get effective feedback you need to be able to explain your ideas clearly, really listen (listening is not just hearing!), slow down to make sure you are on the right path and most importantly be ready to kill bad ideas.
Deliverable: Do people understand the idea, what do they think of the idea, are we making progress. If there is no good hope of progress, kill the idea
Once you know what you want to do it is time to build ideas that have a chance to deliver on your objectives. Contrary to the belief that the ability to build ideas is limited to a select few, there are tools, techniques that can help any team build better ideas.
Better problem formulation
Effectuation (looking for ideas at home with the resources you have)
Systematic search for stimulus and diversity
Techniques to continue building ideas
With these tools and techniques the process is clear, but clear does not mean easy. Removal of fear and an ongoing action focus is the “secret sauce” that can pull everything together.
Deliverable: New ideas that have a good chance of being on strategy; meaningful and unique
This course covers what is Innovation and why everything needs to start with alignment.
If you don’t know where you’re going... Chances are you won’t get where you want to go.
Alignment is the foundation of effective growth and Innovation. It is about finding what is important to you (MISSION) and matching this with what the market wants (NEEDS) and plan to deliver and extract value. It is also about an honest assessment of who you are. (CULTURE)
Deliverables: After this course you will be able to identify 3-4 True North priorities for your company /division (True north) priorities can be:
1. Changing what you are doing and why
2. Changing how you work to generate or extract more value
3. How to work smarter and / or get your culture supporting your innovation objectives
Based on 4 years of research with over 400 companies - there are companies that succeed and companies that fail. The biggest difference between winners and losers is smart winners make good, even mediocre, ideas great over time.
This lecture introduces the ABCs of Innovation
A = Alignment
B = Build ideas
C = Communicate and Check
S = Learning Systems
And explains why a systematic application of these stages of development can help you build ideas faster while reducing the risks of failure.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
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3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Training my puppy and implementation in this story
New Product Marketing: Learning System Thinking... To better predict the future!
1. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
5/11 Forecasting & Business Planning
Learning System Thinking
To better predict the future
2. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757
3. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes and benefits is selected.
Lack of a strong sustainable position in the
market
Marketers fall in love with a product no one else
loves
The marketing plan for the new product or
service is not well implemented in the real
world.
Marketers assess the marketing climate
inadequately.
The plan is too complicated
A failure to ask the right questions and a belief
that everything is a big idea
No Support to get things done
A questionable pricing strategy is implemented. A weak positioning strategy is used.
Cannibalization underestimated
The advertising campaign generates an
insufficient level of new product/new service
awareness.
Over-optimism about the marketing plan leads
to a forecast that cannot be sustained in the real
world.
Too focused on the internal game not enough
on the market
The Lemming effect
12. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
* Not accurate, but for description
13. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Number of hits on website 1.4
Number of books sold in the U.S. 1.5
Telephone calls received 1.22
Magnitude of earthquakes 2.8
Diameter of moon craters 2.14
Intensity of solar flares 0.8
Intensity of wars 0.8
Net worth of Americans 1.1
Number of persons per family name 1
Population of U.S. cities 1.3
Market moves 3 (or lower)
Company sizes 1.5
Exceedance = breaking point = 250K
Exponent = power = 1.5
Num Books Sales
0 16,000,000
0 8,000,000
0 4,000,000
3 2,000,000
A 12 1,000,000
64 500,000
Given 96 250,000
272 125,000
2,172 62,500
B 49,152 31,250
3,145,728 15,625
569,437,594 7,813
291,552,047,998 3,906
Calculations
A 96/((1,000,000/250,000)^-1.5)
B 96* ((250,000/31,250))^1.5)
14. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Exponent Share of the top 1% Share of the top 20%
1 99.99% 99.99%
1.1 66% 86%
1.2 47% 76%
1.3 34% 69%
1.4 27% 63%
1.5 22% 58%
2 10% 45%
2.5 6% 38%
3 4.6% 34%
* Clearly, you do not observe 100 percent in a finite sample.
21. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
For each of the following ten items, provide a low and high guess such that you are 90
percent sure the correct answer falls between the two. Your challenge is to be neither too
narrow (i.e., overconfident) nor too wide (i.e., underconfident). If you successfully meet this
challenge you should have 10 percent misses– that is, exactly one miss.
Low High Correct
1. Martin Luther King's age at death _________ _________ _________
2. Length of the Nile River (km) _________ _________ _________
3. Number of countries that are members of OPEC _________ _________ _________
4. Number of books in the Old Testament _________ _________ _________
5. Diameter of the moon (km) _________ _________ _________
6. Weight of an empty Boeing 747 (kg) _________ _________ _________
7. Year in which Wolfgang Amadeus Mozart was born _________ _________ _________
8. Gestation period (in days) of an Asian elephant _________ _________ _________
9. Air distance from London to Tokyo _________ _________ _________
10.Deepest (known) point in the ocean (meters) _________ _________ _________
22. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
PERCENTAGE OF MISSES
Type of People Tested Type of Question Asked Ideal Target
Actually
Observed
Harvard MBA’s Trivia facts 2% 46%
Employees of a chemical
company
Chemical industry and
company - specific facts
10% 50%
50% 79%
Managers of a computer Co.
General business facts
Company - specific facts
5% 80%
5% 58%
Physicians
Probability that a patient has
pneumonia
0-20% 82%
Physicists
Scientific estimates like the
speed of light
32% 41%
23. (Source: Gary Larson, The Farside Gallery Chronicle Publishing Co.,1980)
“What do you mean ‘Your guess is as good as mine’?
My guess is a hell of a lot better than your guess!”
29. 2 out of 10 real differences, the rest statistically significant
Yes
Yes
Source: New products what separates winners from losers
Cooper & Kleinschmidt
35. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Items of information available to handicappers
405 2010
40%
20%
10%
30% Confidence Does Increase
Accuracy Does Not Increase
Performance
36. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Actualprobability
Predicted probability (confidence)
Medical Diagnoses
Weather forecasts
44. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
The British were sinking many
German subs.
The assumptions:
Codes could not be broken
It must be a leak
The right Q: How could they
have broken our code
A false code released just in code
could have tested the assumption
and might have changed the way
It is now 2 years after the launch,
Beatthatquote has failed
Why did it fail…
Just asking the question
You’ll get more ideas…
(about 50% more on average)
45. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Be humble1
2
3 Look at the big picture
4
46. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
For a good introduction see
The Fifth Discipline, Peter Senge
47.
48. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Turn knob Measure Change
Filling a glass of water
49. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Soviet Arms
Threat to
Americans
Need to Build
US Arms
US Arms
Threat to
Soviets
Need to Build
USSR Arms
USSR Arms
Threat To
Soviets
US Arms
Need To Build
US Arms
Threat To
Americas
Need to build
USSR ARMS
53. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Number of
visits
Experience
Partner sites
Number of leads
Client conversion costs
Quality of
Leads
What clients will
pay
Type of clients
Repeat
Visits
Page visits
Trust
54. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Number of
visits
Experience
Partner sites
Number of leads
Client conversion costs
Quality of
Leads
What clients will
pay
Type of clients
Repeat
Visits
Page visits
Trust
61. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Issues
Can we increase
profitability with a new
production process?
Sub-Issues
Will it reduce our costs?
Sub-Issues
Can our organization
implement the changes?
Sub-Issues
Will our quality level fall
while making the
changeover?
65. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1
2
3
4
Look at the big picture
66. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Key word_
English UK num
Key_Word_
NL BE num NL num
loan 7.87 4,090,000 lening 7.1 49,500 7.23 90,500
home mortgage 7.31 60,500 hypotheek 6.04 18,100 3.21 260
mortgage 11.72 5,000,000 hypotheek 6.04 18,100 3.21 450,000
Cost per click
Searches per month
67. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Key word_
English UK num
Key_Word_
NL BE num NL num
loan 7.87 4,090,000 lening 7.1 49,500 7.23 90,500
home mortgage 7.31 60,500 hypotheek 6.04 18,100 3.21 260
mortgage 11.72 5,000,000 hypotheek 6.04 18,100 3.21 450,000
Belgium Netherlands
Data from google adwords
Are Belgian consumers really less interested ?
If yes, why is the price higher than the
Netherlands ?
Are they searching in a different way (eg. Using
google.nl instead of google.be)
Do you believe the numbers ?
70. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Secondary source
Data
Calculation Result
71. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Belgium
Mortage New House
Households 4,000,000.00
% Move/ year 0.08
Total Movers 320000
Renters 0.4
Net 192000
% take loan 0.75
Market Size 144000
Re-mortgage
Households 4000000
% second mortage 0.04
Market Size 160000
Total Market 304000
Avg. Value of a new loan 5000
Market Value 1,520,000,000.00
Available market
Total Loans 304,000
% Internet 60%
% would use internet 50%
Available market 91,200
72. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Registered Minivans
Dodge Caravans 120,000
Ford Windstars 20,000
Toyota Sienas 8,000
Total Market Size 148,000
80. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
At companies like P&G, brand managers are trained
hard to stay in touch with their gut feelings…