Uploaded byEwan McIntosh
Setting up your beachhead
The document discusses setting up a beachhead for a new product or service by starting with a specific customer segment and application to gain an initial foothold in the market. It provides examples of how Amazon and Apple established beachheads by targeting key customer segments like electronics, media, and books lovers. The document suggests initially focusing on one customer segment and application to prove demand before expanding to additional segments and applications.
Setting up your beachhead
- 1. What is your product? Features Functions Quantitativevalue => Avoid cost+ => What’s the value price? How do you sell it? Is the marketing “baked in”? (Building sites no-one has to visit) N o Tosh Limited digital media | education
- 2. Set up your beachhead Segment 3 Segment 2 Segment 1 Application 1 Application 2 Application 3 Segment 2 Segment 1 Application 1 Application 2 Segment 1 Application 1
- 3. Amazon’s beachhead Electronics Media Choice Book Lovers Books for Cameras Downloads giving Media Choice Book Lovers Personalised CDs & DVDs books Book Lovers Books
- 4. Apple’s beachhead? Segment 3 Segment 2 Segment 1 Application 1 Application 2 Application 3 Segment 2 Segment 1 Application 1 Application 2 Segment 1 Application 1
- 5. Set up your beachhead Segment 3 Segment 2 Segment 1 Application 1 Application 2 Application 3 Segment 2 Segment 1 Application 1 Application 2 Segment 1 Application 1