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Similar to Achieving Escape Velocity with Visionary Ideas
Similar to Achieving Escape Velocity with Visionary Ideas (20)
Achieving Escape Velocity with Visionary Ideas
- 2. • Speed
of
technology
advances
• Device
and
pla5orm
prolifera8on
• Evolving
consumer
• More
big
data,
be>er
data
analy8cs
• The
Internet
of
Things
• Speed
to
success,
speed
to
failure
• Systems
of
engagement
on
fire
The
New
Normal
–
Speed
and
Change
2
© 2014 The Chasm Group, LLC
- 3. WHAT’S
HOT
• Consumer
hardware
– Wearables
– Car
tech
– Home
Connec8vity/Automa8on
– 4K
TVs
• Consumer
soLware
– DraLing
established
pla5orms/categories
– App
Stores:
MicrosoL,
Salesforce,
Apple…
WHAT’S
NOT
© 2014 The Chasm Group, LLC
3
- 4. What
Do
Speed
and
Change
Mean
To
You
EARLY
STAGE
• How
do
you
quickly
create
a
new
category,
or
re-‐invent
one?
• How
do
you
challenge
incumbents?
THE
NEW
RULES
ESTABLISHED
MAINSTREAM
• How
do
you
balance
current
and
future
businesses?
• How
do
you
neutralize
compe88ve
upstarts?
• How
do
you
make
the
right
acquisi8ons?
Move
fast
but
not
haphazardly
Employ
compasses
and
models
Focus
and
discipline
4
© 2014 The Chasm Group, LLC
- 5. “If
you
don’t
know
where
you’re
going,
you’ll
end
up
someplace
else”
5
© 2014 The Chasm Group, LLC
- 6.
Market
Development
Strategy
Checklist
Key sponsor
1.
Target
Consumer
2. Compelling
Reason
to
Buy
Complete solution
3. Whole
Product
4. Partners
&
Allies
Manages sales &
Fulfillment complexity
Next growth segment
Maps to all the above
7. Compe88on
8. Posi8oning
/
Messaging
9. Next
Target
© 2014 The Chasm Group, LLC
Fill in the gaps
5. Sales
Strategy
6. Pricing
Strategy
Legitimate alternatives
Key motive
Core differentiation
- 7. Product
–
Market
Fit:
Three
Core
Strategic
QuesNons
1
TARGET
MARKET
2
COMPELLING
REASON
TO
BUY
3
WHOLE
PRODUCT
SOLUTION
Big
Enough
To
Ma>er
Rooted
in
consumer
use
case
Aligned
against
a
defined
need/want
Small
Enough
to
Win
With
real
perceived
value
Fully
sa8sfying
the
compelling
reason
to
buy
Fit
With
Your
Crown
Jewels
7
© 2014 The Chasm Group, LLC
- 9. Nest
Labs
Product
-‐
Market
Fit:
Three
Core
Strategic
QuesNons
1
2
3
© 2014 The Chasm Group, LLC
TARGET
MARKET
COMPELLING
REASON
TO
BUY
WHOLE
PRODUCT
SOLUTION
ü Consumers,
not
contractors
– Design
and
coolness
ma>ers
ü
ü
ü
ü
ü
ü
ü
ü
Energy
Savings
Consistent
Home
Comfort
Self
learning
Easy
to
buy
Easy
to
use
Easy
to
install
Easy
to
upgrade
over
web
Beau8fully
designed
9
- 10.
Nest
Labs:
Market
Development
Strategy
Checklist
Energy-Conscious
Consumers
1.
Target
Consumer
2. Compelling
Reason
to
Buy
Easy to buy, install,
use, upgrade
3. Whole
Product
4. Partners
&
Allies
Website, retail
partnerships
© 2014 The Chasm Group, LLC
Parity with reference
competitor
7. Compe88on
8. Posi8oning
/
Messaging
Smoke/ carbon
Monoxide detectors
None required
5. Sales
Strategy
6. Pricing
Strategy
Honeywell Prestige
Easy energy savings,
Easy home comfort
9. Next
Target
Self learning
- 13. Product
–
Market
Fit:
Three
Core
Strategic
QuesNons
1
2
3
TARGET
MARKET
COMPELLING
REASON
TO
BUY
WHOLE
PRODUCT
SOLUTION
ü Health/Fitness
Enthusiasts
ü Dieters
ü Coolness
factor
ü Monitors
ac8vity
levels
o Monitors
my
sleep…YAWN
u Requires
new
habits
u Requires
daily
input
(food/sleep)
u Kludgy
smartphone
programming
u Uncomfortable
to
wear
u Data
>
Automated
ac8onable
insights
13
© 2014 The Chasm Group, LLC
- 15. “That’s
been
one
of
my
mantras
–
focus
and
simplicity.
You
have
to
work
hard
to
get
your
thinking
clean
to
make
it
simple.
But
it’s
worth
it
in
the
end
because
once
you
get
there,
you
can
move
mountains.””
15
© 2014 The Chasm Group, LLC
- 16.
The
Four
Gears
for
Web-‐Based
Businesses
ACQUISITION
ENLISTMENT
Starter
Motor
MONETIZATION
© 2014 The Chasm Group, LLC
ENGAGEMENT
16
- 17. Four
Gears
to
Drive
Sustained
Growth
MONETIZATION
ACQUISITION
Starter
Motor
ENLISTMENT
© 2014 The Chasm Group, LLC
ENGAGEMENT
17
- 19. What Do You Think?
Andrew Salzman
asalzman@chasmgroup.com
(415) 812-1925
19
© 2014 The Chasm Group, LLC
