2b value chain (team specific).2013.q2
DESCRIPTION
Part of 2013 Q2 Lean Launch Pad Presentations 0a-Introduction.2013.Q2.pptx 1a-Three_Types_Of_Startup.2013.Q2.pptx 1b-Customer Discovery (problem hypothesis).2013.Q2.pptx 2a-Customer Discovery ( canvas and story ).2013.Q2.pptx 2b-Value_Chain (team specific).2013.Q2.pptx 3a-Customer_Validation.2013.Q2.pptx 3b-GKG-CustomerRelationships.2013.Q2.pptx 4a-EndGame.2013.Q2.pptxTRANSCRIPT
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Value Chain“Ecosystem”
“Product Positioning, Pricing & Costing”
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Two Critical Channel Questions
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How do you want to sell your product?1
is subtle, but more important than the first: How does your customer want to buy your product?
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How Do You Want Your Product to Get to Your
Customer?
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Yourself
Through someone else
Retail
Wholesale
Bundled with other goods or services
üüüüü
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How Does Your Customer Want to Buy Your Product
from your Channel?
4
• Same day
• Delivered and installed
• Downloaded
• Bundled with other products
• As a service
• …
üüüüüü
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For You?
What Does This Mean?
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Wino’s• Do you sell your product direct?• Is your product bundled with
other products?• Is your product a component of a
bigger product?• Is your product licensed?
• How do customers/prospects want to buy it? 6
Questions
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Easygene• Do you sell your product direct?• Is your product bundled with
other products?• Is your product a component of a
bigger product?• Is your product licensed?
• How do customers/prospects want to buy it? 7
Questions
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Lignin• Do you sell your product direct?• Is your product bundled with
other products?• Is your product a component of a
bigger product?• Is your product licensed?
• How do customers/prospects want to buy it? 8
Questions
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Ecoli?• Do you sell your product direct to
a user?• Is your product bundled with
other products?• Is your product a component of a
bigger product?• Is your product licensed?
• How do customers/prospects want to buy it?
9
Questions
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Tait• Direct to “end user”?• Via naturopath store?• Via “name brand”?• Via “expert testimonial”?
– For what specific segment?
• How do customers/prospects want to buy it?
10
Questions
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Examples• http://www.slideshare.net/sblank/p
resentation-examples-for-class-5-distribution-channels
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Value Chain
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Direct to End User
Cost of Goods(Supply Chain)
Profit + SG&A + R&D
DiscountsList PriceRevenue - Actual Price
Value Chain
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Resellers
Cost of Goods(Supply Chain)
Profit + SG&A + R&D
DiscountsList Price
Revenue - Actual Price
ResellerProfit
Value Chain
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Distributors/Resellers
Cost of Goods(Supply Chain)
Profit + SG&A + R&D
DiscountsList Price
Revenue - Actual Price
ResellerProfit
Distributor
Value Chain
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International Distributors
Cost of Goods(Supply Chain)
Profit + SG&A + R&D
DiscountsList Price
Revenue - Actual Price
ResellerProfit
DistributorMaster Disti
Value Chain
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OEM or IP LicensingList Price
Revenue - Actual Price Cost of Goods(Supply Chain)
Profit + SG&A + R&D
Discounts
ResellerProfit
DistributorMaster Disti OEM/IP Product is part of
your customers COGs
Cost of Goods(Supply Chain)
Profit + SG&A + R&D
DiscountsResellerProfitDistributorMaster Disti
Value Chain
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OEM or IP LicensingList Price
Revenue - Actual Price Cost of Goods(Supply Chain)
Profit + SG&A + R&D
Discounts
ResellerProfit
DistributorMaster Disti
This stack replicates(like a fractal
… looks the same at each level)
Cost of Goods(Supply Chain)
Profit + SG&A + R&D
DiscountsResellerProfitDistributorMaster Disti
Cost of Goods(Supply Chain)
Profit + SG&A + R&D
DiscountsResellerProfitDistributorMaster Disti
Value Chain
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19Excerpt from Reading: “Who Captures Value in a Global Innovation System? The case of Apple's iPod”
Value Chain
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20Excerpt from Reading: “Who Captures Value in a Global Innovation System? The case of Apple's iPod”
Value Chain
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Distribution Complexity
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Evangelists
ServiceTechnicians
Higher Value Added
Higher Volume Direct Sales
VARs
Retail
Web, Telesales
Systems Integrators
Mainframes
MinisLANs
PC ServersDesktop PCs
PrintersKeyboards
Toner
WANs
Global Systems
Solution Complexity
Mar
ketin
g C
ompl
exity