An overview of the theory and practice of go to market planning for breaktrough products and services. Based on "Crossing the Chasm" by Geoffrey Moore with added elements around Value Proposition.
Making a commercial success of new products and services dec 11
1. Paul Fileman
Disrupting Markets
i i k
Making a Commercial Success of
Making a Commercial Success of
New Products and Services
paul.fileman@results‐zone.com
www.results‐zone.com
2. Go‐To Market Planning
Making a Commercial Success of New Products and
Services
Introduction
Hits and Misses
Chasm
Disruption (& health warnings)
Disruption (& health warnings)
Defining a Strategy for Success
g gy
Conclusions
Further Reading
3. Hits and Misses
Hits and Misses
Over complex
Solution to a problem already
solved more cheaply
Too late
No niche
Beachhead
Solve a problem
Do something so much better
that deficiencies vs.
“traditional” technologies
traditional
ignored
Right time
4. Technology Adoption Life
Cycle
Technology
Enthusiasts
Visionaries
Vi i i Pragmatists
P i conservatives
i Sceptics
S i
Early Early Late
Innovators Laggards
Adopters Majority Majority
5. Revised Technology
Adoption Life Cycle
Chasm
h m
Visionaries
Vi i i Pragmatists
P i
Early Early Late
Innovators Laggards
Adopters Majority Majority
6. Disruption – Health
Warning
Incumbent
Experts
• Right
• Wrong
• Trust
• Understanding
• Bias ‐ ££££££
7. Nexxt
Targ
get
Product
Custo
omer
Market Development
Positio
oning
Whole Product
Whole Product
Commercial Success
Compe
etition
£££££
Prici
ing
Strategy
Distrib
bution
Partn
ners
and A
Allies
Compe
elling
Reason to Buy
R
Targ
get
Custo
omer
8. Target Customer ‐
Beachhead
Not target • Impersonal
g p
market • Abstract
• Real people
Real people
Target • Basis for images
Customer • Target Customer
Characterisation
9. Compelling Reason to Buy
Compelling Reason to Buy
gree t
Deg elf‐healed
to which se
Scale of Problem (Pain)
10. Whole product
Whole product
• Innovation
– MP3 encoding
MP3 encoding
• Generic product
Training Additional – MP3 player
l
& hardware
Support Generic • Whole product
Product – iPod
System
Cables integration
g – iTunes software
– iTunes web site
Installation
& – iTunes library
Commissioning
11. Partners and Allies
Partners and Allies
• Relationships
• Companies
– Needed to fulfil the whole product
• Manufacturing
• Logistics
• Installation
• Commissioning
C i i i
• After Sales
• Champion / Evangelist
12. Breakthrough
account (s)
Distribution B2B
Few deals
Volume
• Sales channel
– Target customer savvy
• Fulfil – whole product
– Withi
Within expectations of target customer
t ti ft t t
• Speaks “Target Customer” fluently
Security Installers
• SME
• Credit
• Skills
• Sales order cycle time
13. Pricing
• Target customer budget
• Value gain
– Fixing broken process
Fixing broken process
– Improving ineffective process
– Enabling new process
Enabling new process
• Budgeting process
– Payback > 12 months?
• Capital budget?
• Cost of pain
18. Further Reading
Further Reading
• Geoffrey A. Moore, Crossing the Chasm ‐ Marketing and Selling
Technology Products to Mainstream Customers, Capstone, ISBN 1‐84112‐
063‐4
• Clayton M. Christensen / Michael E. Raynor, The Innovators Solution,
Harvard Business School Press, ISBN 1 57851 852 0
Harvard Business School Press ISBN 1‐57851‐852‐0
• John W. Mullins, The New Business Road Test,
Financial Times / Prentice Hall
• ISBN‐10: 0273708058 ISBN‐13: 978‐0273708056
• Jonas Ridderstrale / Kjell Nordstrom, Funky Business, Prentice Hall, ISBN
0 273 65907 3
0‐273‐65907‐3
• ?What If!, Sticky Wisdom, Capstone Publishing Ltd, ISBN 1‐84112‐021‐9
• Malcolm McDonald / Martin Christopher / Simon Knox / Adrian Payne,
Creating a Company for Customers, Prentice Hall, ISBN 0‐273‐64249‐9