crossing the chasm presentation
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1
CANTERINO Simon
BOSSU Nicolas
BRILLET DE CANDE Tristan
Team’Agine – Crossing the chasm
Team’Agine
Introduction
Team’Agine – Crossing the chasm 2
He is an author and consultant in high-tech
Geoffrey Moore
Books written by Geoffrey Moore
Crossing the Chasm, Harperbusiness, 1991
Inside the tornado, Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets, HarperBusiness, 1995
The death of competition, Harperbusiness, 1996
The Gorilla Game: Picking Winners in High Technology, HarperBusiness, 1999
Living on the fault line: Managing for Shareholder Value in Any Economy, HarperBusiness, 2002
Escape Velocity: Free Your Company's Future from the Pull of the Past, HarperBusiness, 2011
Regional map
Team’Agine – Crossing the chasm 3
Veilletechnologique
Prévision et
prospective
technologique
Philosophie
Histoire et
Epistémologie
de la Technique
Management stratégique
de la technologie
Gestion
de la
R&D
Evaluation
et sélection
de projets
Gestion des projetsde R&D
Stratégie d'entrepriseTechnologie
et management stratégique
Economie
Veille stratégique
Diversification
Prévision et prospective
socio-économique
Anticipation
Marketing des Produitsà Haute Technologie
LE MARKETING DE L'INNOVATIONTECHNOLOGIQUE
Sociologie del'innovation
SYSTÈME
SOCIO-ECONOMIQUE
SYSTEME TECHNIQUE
Facteur de succès
ou d'échec
Produits nouveaux
Modèles
d'innovation
Diffusion
Marketing
industriel
Marketing
de
consommation
Gestion de projets Rése
aux
Summary
This book insists on 3 themes :
Technology Adoption life cycle
Problem : The chasm
Solutions: Crossing the chasm
Team’Agine – Crossing the chasm 4
Theme 1 : Technology Adoption life cycle
5Innovators
Laggards
Late majorityEarly majority
Early adopters
34 %
34 %
16 %
13.5 %
2.5 %
Early m
arket
Mainstream
market
Conservativ
es
Theme 1 : Technology Adoption life cycle
Team’Agine – Crossing the chasm 6
Innovators Late majority LaggardsEarly majorityEarly adopters
Central interest
Pleasure of exploring the new device properties
Buy new product concept very early
Not technologists
First to get the new stuff
Strong sense of practicality
Wait until something has become an established standard
Not comfortable with technology
Don’t want anything to do with new technology
Technology enthusiast
Pragmatists
ConservativesVisionaries
Theme 2 : The chasm
Team’Agine – Crossing the chasm 7
But there are some problems ….
2 principles with this curve :
• Each group accepts an innovation if the previous group has accepted it before
• You begin to sell on the left of the curve
There are gaps between each group !
Gaps are divided into 2 categories
Theme 2 : The chasm
Team’Agine – Crossing the chasm 8
What is a Chasm ?
Between early adpters and early majority
Where in the curve ?
Why ?
2 groups have not the same expectancyEarly majority wants a productivity improvement
A huge gap
Theme 2 : The chasm
Team’Agine – Crossing the chasm 9
But in addition with the chasm there are also cracks … But only 2
….
1 - Between innovators and early adoptersWhy ? : the technology product cannot be translated into a major benefit
2 - Between early majority and late majorityWhy ? : late majority is less competent with technology than the early majority
1 2
Early majority
Late majority
Innovators
Early adopters
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 10
“If you don’t know where you are going, you probably aren’t going to get there.”
Target point of attack
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 11
Target point of attack
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 12
Target point of attack
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 13
1. Target customer
2. Compelling reason to buy
Target point of attack
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 14
Assemble invasion force
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 15
1. Whole product
2. Partners and allies
Assemble invasion force
Price
Caracteristics
Performances
Packaging
DiponibilityFinancing
Delivering
Options
Guarantee
Training
After sales service
Company credibility
Reputation
Organization
Perceived Quality
Word of mouth
Intangible elementsServices
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 16
Define the battle
“Unfortunately, where there is no competition, there is no market”
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 17
1. Creating competition
2. Position product
Define the battle
Theme 3 : Crossing the chasm
Team’Agine – Crossing the chasm 18
1. Distribution- Direct sales and support - Transition to the most efficient
one1. Pricing- Visionaries: value-based pricing- Pragmatists: competition-based
pricing- Conservatives: cost-based
pricing
Launch the attack
Business growth
Marketing
Literature on the same subject
Team’Agine – Crossing the chasm 19
Free Press, 1986
HBS Press, 1997 & 2003
Crown Business, 2011
Free Press, 1986
Comments
Simple concepts Few pictures and graphics => not very entertaining
Good metaphores A bit old
Adress most of the issues high tech companies meet
Sometimes hard to read
American oriented
Really specific => For small start-up technology firms eyeing their first steps to full scale commercialisation
Team’Agine – Crossing the chasm 20
Team’Agine – Crossing the chasm 21
QUESTIONS
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