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CANTERINO SimonBOSSU NicolasBRILLET DE CANDE Tristan  Team’Agine – Crossing the chasm                                    1
Geoffrey Moore                             He is an author and consultant in high-tech           Books written by Geoffrey...
Veille                                technologique                                                         Veille        ...
 This   book insists on 3 themes :     Technology Adoption life cycle     Problem : The chasm     Solutions: Crossing ...
Early majorityLate majority                              34 %         34 %             Early adopters                     ...
Innovators        Early adopters           Early majority Late majority              LaggardsCentral interest    Buy new p...
 2 principles with this curve :          • You begin to sell on the left of the curve          • Each group accepts an in...
 What is a Chasm ?                              A huge gap Where in the curve ?          Between early adpters and early...
But in addition with the chasm there are also cracks …                   But only 2 ….       Early majority Innovators    ...
Target point of attack           “If you don’t know where you are going,           you probably aren’t going to get there....
Target point of attack               Team’Agine – Crossing the chasm   11
Target point of attack               Team’Agine – Crossing the chasm   12
Target point of attack  1. Target customer  2. Compelling reason to buy                  Team’Agine – Crossing the chasm  ...
Assemble invasion force              Team’Agine – Crossing the chasm   14
Assemble invasion force                                            Perceived Quality     1. Whole product                 ...
Define the battle             “Unfortunately, where there is no             competition, there is no market”              ...
Define the battle 1. Creating competition 2. Position product                   Team’Agine – Crossing the chasm   17
Launch the attack1. Distribution-   Direct sales and support-   Transition to the most efficient one1. Pricing- Visionarie...
Business growthHBS Press, 1997 & 2003                                    Crown Business, 2011                             ...
Simple concepts               Few pictures and graphics => not very                              entertainingGood metaphor...
Team’Agine – Crossing the chasm   21
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Crossing the chasm presentation

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Crossing the chasm presentation

  1. 1. CANTERINO SimonBOSSU NicolasBRILLET DE CANDE Tristan Team’Agine – Crossing the chasm 1
  2. 2. Geoffrey Moore He is an author and consultant in high-tech Books written by Geoffrey MooreCrossing the Chasm, Harperbusiness, 1991Inside the tornado, Strategies for Developing, Leveraging, andSurviving Hypergrowth Markets, HarperBusiness, 1995The death of competition, Harperbusiness, 1996The Gorilla Game: Picking Winners in High Technology,HarperBusiness, 1999Living on the fault line: Managing for Shareholder Value in AnyEconomy, HarperBusiness, 2002Escape Velocity: Free Your Companys Future from the Pull ofthe Past, HarperBusiness, 2011 Team’Agine – Crossing the chasm 2
  3. 3. Veille technologique Veille strat égique Prévision et Management stratégique Diversificat io n prospective de la technologie technologique Techn ologie St ratégie dent rep rise et management Prévisio n Evaluation strat égique Philosophie Gestion et pro sp ect ive Histoire et de la et sélection socio-écono mique Epistémologie R&D de projets Ant icipat ion Econo miede la Technique Modèles Facteur de succès dinnovation ou déchec Gestion des projets Diffusion de R&D Produits nouveaux Marketing Gestion de projets Marketing de Sociologie de industriel consommation linnovation LE MARKETING DE LINNOVATION SYSTEME TECHNOLOGIQUE TECHNIQUE Marketing des Produits à Haute Technologie SYSTÈME Team’Agine – Crossing the chasm SOCIO-ECONOMIQUE 3
  4. 4.  This book insists on 3 themes :  Technology Adoption life cycle  Problem : The chasm  Solutions: Crossing the chasm Team’Agine – Crossing the chasm 4
  5. 5. Early majorityLate majority 34 % 34 % Early adopters Laggards2.5 % 13.5 % 16 %Innovators 5
  6. 6. Innovators Early adopters Early majority Late majority LaggardsCentral interest Buy new product Strong sense of Wait until something Don’t want concept very early practicality has become an anything to doPleasure of established standard with newexploring the new Not technologists technologydevice properties Not comfortable First to get the new with technology stuff Pragmatists Technology enthusiast Conservatives Visionaries Team’Agine – Crossing the chasm 6
  7. 7.  2 principles with this curve : • You begin to sell on the left of the curve • Each group accepts an innovation if the previous group has accepted it before But there are some problems …. There are gaps between each group ! Gaps are divided into 2 categories Team’Agine – Crossing the chasm 7
  8. 8.  What is a Chasm ? A huge gap Where in the curve ? Between early adpters and early majority Why ? 2 groups have not the same expectancy Early majority wants a productivity improvement Team’Agine – Crossing the chasm 8
  9. 9. But in addition with the chasm there are also cracks … But only 2 …. Early majority Innovators 1 2 Early adopters Late majority 1 - Between innovators and early adopters Why ? : the technology product cannot be translated into a major benefit 2 - Between early majority and late majority Why ? : late majority is less competent with technology than the early majority Team’Agine – Crossing the chasm 9
  10. 10. Target point of attack “If you don’t know where you are going, you probably aren’t going to get there.” Team’Agine – Crossing the chasm 10
  11. 11. Target point of attack Team’Agine – Crossing the chasm 11
  12. 12. Target point of attack Team’Agine – Crossing the chasm 12
  13. 13. Target point of attack 1. Target customer 2. Compelling reason to buy Team’Agine – Crossing the chasm 13
  14. 14. Assemble invasion force Team’Agine – Crossing the chasm 14
  15. 15. Assemble invasion force Perceived Quality 1. Whole product After sales service Guarantee Word of mouth Performances Training 2. Partners and allies Price Services OptionsIntangible elements Packaging Reputation Caracteristics Delivering Financing Diponibility Organization Company credibility Team’Agine – Crossing the chasm 15
  16. 16. Define the battle “Unfortunately, where there is no competition, there is no market” Team’Agine – Crossing the chasm 16
  17. 17. Define the battle 1. Creating competition 2. Position product Team’Agine – Crossing the chasm 17
  18. 18. Launch the attack1. Distribution- Direct sales and support- Transition to the most efficient one1. Pricing- Visionaries: value-based pricing- Pragmatists: competition-based pricing- Conservatives: cost-based pricing Team’Agine – Crossing the chasm 18
  19. 19. Business growthHBS Press, 1997 & 2003 Crown Business, 2011 MarketingFree Press, 1986 Free Press, 1986 Team’Agine – Crossing the chasm 19
  20. 20. Simple concepts Few pictures and graphics => not very entertainingGood metaphores A bit oldAdress most of the Sometimes hard to readissues high tech American orientedcompanies meet Really specific => For small start-up technology firms eyeing their first steps to full scale commercialisation Team’Agine – Crossing the chasm 20
  21. 21. Team’Agine – Crossing the chasm 21

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