Strategy to catch & turn small & medium businesses into profitable customers (sme) through mass customization, digitization... by Livosphere - www.livosphere.com

1. Catching the small fishes ®
How to turn small businesses into
customers and being profitable ?
Dimitri Carbonnelle

2. How do you catch small fishes ?
Dimitri Carbonnelle (S

3. You go direct ?
Weight Ratio
1 / 85 000 000
How ?
Swallow huges amount of water and
filters it out to keep the krills
No intermediaries but …
Weight and Speed !
Dimitri Carbonnelle (S

4. You go indirect ?
Weight Ratio
1/5
How ?
Quicker and slimmer but …
Depends on each part of the chain to eat
Dimitri Carbonnelle (S

5. In between ?
Weight Ratio
1 / 3000
How ?
Less dependant but
Shark’s Prey Dimitri Carbonnelle (S

6. Small Businesses on the Long Tail
Size / Value
per company
Nb of companies
How do you get those
without becoming a whale ?
Dimitri Carbonnelle (S

7. What’s different about Small Companies ?
Price Potential
Cost Sales Costs
Large Medium Small
• Higher price BUT
distribution and sales force costs can outweigh it
• Expectations close to medium and large companies
Dimitri Carbonnelle (S

8. Impact ?
• From Small Business perspective
Oversized Undersized
(B2B solutions) (B2C solutions)
• From vendor’s perspective
Too fragmented Too expensive to cover
Vs Vs
Dimitri Carbonnelle (S

9. Opportunity
 Untapped Market
Goal :
Provide the fittest solutions
at the most appropriate cost
Dimitri Carbonnelle (S

10. How can we handle it ?
• Eliminate
Too much customisation
• Move
Administrative &
repetitive tasks
• Digitize
All tasks that can be
done directly by customer
 So you can Focus on the Value
Dimitri Carbonnelle (S

11. Eliminate : Too much customisation
B2C Mass Standard
Mass Customisation Modular
B2B Customisation Customized
Dimitri Carbonnelle (S

12. Move : Mix B2B & B2C selling strategies
B2B
B2C
Dimitri Carbonnelle (S

13. Move : Massive Catching
Use B2C techniques to
- Build and qualify your database
- Filter out
- Get « Sales Ready » Leads
Use B2B techniques to
- Deepen customer needs
- Adapt offer
- Transform into sales
Dimitri Carbonnelle (S

14. Digitize : Self-Service
Reduce the hassle of the customer and yours …
- Self Customisation through internet (web/mobile)
- Direct access to billing info, analysis
- Self - adaptable offers
Dimitri Carbonnelle (S

15. Focus on value
Optimize costs at your customer :
- Reduce unnecessary costs
(unused lines, inadequate offers…)
and increase customer loyalty
Offer real solutions to solve customers issues
- Critical applications
- Solutions for their Sales Reps,
Technicians…
- Help to build partnerships
Dimitri Carbonnelle (S

16. Key Messages
• « Blue Ocean » Market  Think out of the box
• Mix B2B & B2C Strategies
• Adapt your organisation to fulfill SME needs
without jeopardizing your margins :
- Industrialize your solutions & processes so they are reusable
- Push digitization : Self Care, Self Buy, Self Customize…
- Make it simple for your customer and you !
Dimitri Carbonnelle (S

17. Questions ?
Dimitri Carbonnelle