re(dizajn) servisa
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(Re)Dizajn servisa
Dejan Restak
CEO & Founder @Vibe Networkex Mondo.rs - Wireless Mediaex B92.net
Definicija tržišta
1. Skup aktivnih i potencijalnih kupaca/korisnika/posetilaca
2. Za dati skup servisa ili proizvoda
3. Koji imaju zajednički skup potreba i želja
4. Koji referenciraju jedni druge kada donose odluke o kupovini
“Ako dvoje ljudi kupi isti proizvod a nemaju načina da referenciraju jedan drugog,oni nisu pripadnici istog tržišta” – Crossing the Chasm, Geoffrey A Moore
“Nijedna kompanija ne može priuštiti da plati za svaki pojedinačni marketing kontakt”
Prihvatanje inovacije – Rodžers Everet (Rogers Everett)
Kako preskočiti ponor – Džefri Mur (Geoffrey A Moore)
Inovatori – vole sve što je novo, tolerišu bagove, ne zadržavaju se dugoVizionari – traže inspiraciju, totalnu promenu, nov servis, nov proizvod, konceptPragmatisti – Traže sigurne i postepene promene na bolje, nije potrebna inovacija, lojalniKonzervativci – Ne vole promene, idu na provereno i ostaju dugoNegativci – Nema vajde, minimiziramo štetu
Concept Product Dev.
Alpha/Beta Test
Launch/1st Ship
- Create Marcom Materials- Create Positioning
- Hire PR Agency- Early Buzz
- Create Demand- Launch Event- “Branding”
• Hire Sales VP• Pick distribution Channel
• Build Sales Channel / Distribution
Marketing
Sales
• Hire First Bus Dev
• Do deals for FCS
Business Dev.
Engineering • Write MRD
• Waterfall • Q/A •Tech Pubs
Kako se to uglavnom radi
Biznis model
Svaku kompaniju opisuje 9 osnovnih elemenata
1. Segment klijenata
Koje klijente i korisnike opslužujete? Šta oni zaista žele da im učinite?
2. Vaša ponuda (Value proposition)
Šta nudite? Šta to njima čini? Da li im je bitno i koliko?
3. Kanali (channels)
Kako pristupi svakom segmentu klijenata? Kojim tačkama interakcije?
4. Odnosi sa klijentima i korisnicima
Kakve relacije uspostavljate sa svakim segmentom? perosnalne? automatske? akvizicija?
zadržavanje/lojalnost?
5. Izvori prihoda
Šta su vaši klijenti i korisnici spremni da plate? Koliko? Kako?
Da li su prihodi periodični (pretplata), transakcionog tipa (prodaja ogl.prostora), servisni, po projektu?
6. Ključni resursi
Koji resursi obezbeđuju vaš biznis model? Koja sredstva su esencijalna?
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7. Ključne aktivnosti
Koje aktivnosti morate da radite jako dobro u vašem biznis modelu? Šta je ključno?
8. Ključni partneri
Koji partneri i dobavljači obezbeđuju vaš biznis? Na koga morate da se oslonite? Od koga zavisite?
9. Struktura troškova
Koja je rezultujuća struktura troškova? Koji to ključni elementi čine vaše troškove?
Business Canvas #1
- Powerful sellers
- Server providers
- Variable costs: server and traffic maintenance costs
- Fixed Cost: rent, salaries
Seller side:
- transaction fees
Buyer side:
- targeted ads
- Maintaining online
buyer/seller communities
and credibility of
transactions
- Promotion of website and
brand
- Physical resources (IT
infrastructure)
- Existing social
networks -Buyer and
seller communities,
- Brand awareness
- Web & App sales
- Online social networks
Seller:
- Access to large
online customer pool
- Bulk sales with
reduced commission
Buyer:
- Better discounts
- Automated services
- Communities of buyers
and sellers
- Co-creation of value
through customer
feedback
Multi-sided platform
Seller:
Pro-sellers in Amazon
and eBay who sell
electronics
Buyer:
Online shoppers
Business Canvas #2
- Variable costs: server and traffic maintenance costs
- Fixed Cost: rent, salaries
Seller side:
- transaction fees
Buyer side:
- targeted ads
- Maintaining online
buyer/seller communities
and credibility of
transactions
- Promotion of website and
brand
- Physical resources (IT
infrastructure)
- Existing social
networks -Buyer and
seller communities,
- Brand awareness
- Web & App sales
- Online social networks
Seller:
- More customer traffic
- Bulk sales with
reduced commission
Buyer:
- Better discounts
- Power to choose
product deal
- Buyer community
feedback on products
and sellers
- Automated services
- Communities of buyers
and sellers
- Co-creation of value
through customer
feedback
Multi-sided platform
Seller:
Trustworthy online sellers
with verifiable websites
Buyer:
Online shoppers who are
willing to wait to get
significant discounts on
products
Business Canvas #3
- Sellers who need more
traffic
-Server providers
Established services
- Online Marketing :
Google/Facebook
-Variable costs: server and traffic maintenance costs
- Fixed Cost: rent, salaries
- Online ad campaigns
Seller side:
- transaction fees
Buyer side:
- targeted ads
- Maintaining online
buyer/seller communities
and credibility of
transactions
- Promotion of website and
brand
- Physical resources (IT
infrastructure)
- Existing social
networks -Buyer and
seller communities,
- Brand awareness
- Web & App sales
- Online social networks
- Online advertising
Seller:
- More customer traffic
- Bulk sales with
reduced commission
Buyer:
- Better discounts
- Power to choose
product deal
- Buyer community
feedback on products
and sellers
- Automated services
- Communities of buyers
and sellers
- Co-creation of value
through customer
feedback
Multi-sided platform
Seller:
Trustworthy online sellers
with verifiable websites
Buyer:
Online shoppers who are
willing to wait to get
significant discounts on
products
Business Canvas #4
- Sellers who need more
traffic
-Server providers
Established services
- Online Marketing :
Google/Facebook
-Payment Gateway :
Paypal
- Customer Service
(Front side
webservice) : Self
- Customer Service
(Product side) : Sellers
- Delivery : Sellers
-Variable costs: server and traffic maintenance costs
- Fixed Cost: rent, salaries
- Online ad campaigns
Seller side:
- transaction fees
Buyer side:
- targeted ads
- Maintaining online
buyer/seller communities
and credibility of
transactions
- Promotion of website and
brand
- Physical resources (IT
infrastructure)
- Existing social
networks -Buyer and
seller communities,
- Brand awareness
- Web & App sales
- Online social networks
- Online advertising
Seller: - More customer traffic
-Bulk sales with reduced commission
- Access to customer contact information
- Cross-sell their products.- Site advertising- Power to create deals
Buyer: - Better discounts
- Power to choose product deal
- Buyer community feedback on products and sellers
- Automated services
- Communities of buyers
and sellers
- Co-creation of value
through customer
feedback
Multi-sided platform
Seller:
Trustworthy online sellers
with verifiable websites
Buyer:
Online shoppers who are
willing to wait to get
significant discounts on
products
Business Canvas Final
- Sellers who need more
traffic
-Server providers
Established services
- Online Marketing :
Google/Facebook
- Payment Gateway :
Paypal
- Customer Service
(Front side
webservice) : Self
- Customer Service
(Product side) : Sellers
- Delivery : Sellers
-Variable costs: server and traffic maintenance costs
- Fixed Cost: rent, salaries
- Online ad campaigns
Seller side:
- transaction fees
Buyer side:
- targeted ads
- float money
- Growing and maintaining online buyer/seller communities and credibility of transactions- Promotion of website and brand
- Establishing credibility
- Physical resources (IT
infrastructure)
- Existing social
networks -Buyer and
seller communities,
- Brand awareness
- Web & App sales
- Online social networks
- Online advertising
Seller: - More customer traffic
-Bulk sales with reduced commission
- Access to customer contact information
- Cross-sell their products.- Site advertising- Power to create deals
Buyer: - Better discounts
- Power to choose product deal
- Buyer community feedback on products and sellers
- Automated services
- Communities of buyers
and sellers
- Co-creation of value
through customer
feedback
Multi-sided platform
Seller:
Trustworthy online sellers
with verifiable websites
Buyer:
Online shoppers who are
willing to wait to get
significant discounts on
products
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