the serrano-model - overview & highlights for busy business owners

The Serrano ModelWhat is ´The Serrano Model´

really about … ? :

© HyperSynectics.com, 2015 URL: http://www.slideshare.net/highspirit/the-serranomodeloverviewhighlights

The Serrano ModelHow can Serrano ham and the airline industry

be closely interconnected … ? :

© HyperSynectics.com, 2015 URL: http://www.slideshare.net/highspirit/the-serranomodeloverviewhighlights

The Serrano Model

Central terms and definitions:

© HyperSynectics.com, 2015

• Core products and services• Ancillary revenue• Ancillary products and services• A-la-carte pricing• A-la-carte features• Unbundling

The Serrano Model


The Serrano Model


Characteristics of ancillary products & services ... :• It does not make sense just buying the ancillary products and services separately, by themselves.

• Instead, it only makes sense to buy the ancillary products and services in combination with the ´basic products´

The Serrano Model

The Serrano Model is a ... :

Business model

Strategy for selling & marketing services & products

Framework for conceptualization of products and services

Customer acquisition model


Here it is … !

Model & graphics adapted by HyperSynectics.com


The Serrano Model

The Serrano Model and the principles of unbundling are already well-known from ... :

Automation

Industrialization

Production streamlining

Franchising


The Serrando ModelBonus effects from using

the Serrano Model :


A clear product differentiation for both value, price & customer engagement

Customer segmentation according to Ability to Pay (ATP)

Customer segmentation according to Willingness to Pay (WTP)

Price differentiation among customers with heterogenous tastes and preferences

Inherent possibilities for up-selling, cross-selling & down selling

An inherent sales funnel as a basic element of the model

The Serrano Model

The Serrano Model isespecially useful for :

Products/services in a highly competitive marketProducts/services with an automated production facility or ´back-end´ Immaterial products/services - e.g. consulting services Products/services sold and marketed via digital self-service and online-sales Visualization of services which seem to be intangible to the clientComplex or compound productsProducts/services with a high level of individual customization options


The Serrano ModelBest Practice - Example :


The Serrano Model

When isn´t ´The Serrano Model´ working properly ... ?

When the cost of the customer handling/ the customer service is too expensive, relative to the ancillary products/services provided

When the products/services provided don´t match the special needs, wants and requirements of the customers


The Serrano Model

When isn´t ´The Serrano Model´ relevant ?

• When you have a ´monolithic´ product which can´t be unbundled

• When you provide truly unique products/services

© HyperSynectics.com, 2015Photo from : http://www.forbes.com/2003/11/19/cx_np_1119feat.html

The Serrano Model

Why are customers happy about ´The Serrano Model´ - I ?

A wide range of possibilities for product customization – both for basis products and for exclusive products

The product can be aligned with the customer preferences, both for wanted ´flavour´ and price

Buy-in for part of the target group to perceive themselves as ´VIP´ or ´Exclusive´ customers.

Opt-in for buying additional/subsequent/relevant services/features on demand/as needed


The Serrano Model

You (only) get what you pay for …

A wide appeal to ´no-frills´ customers

If you want something extra, you only pay for the specific ancillary services you want and need

Appeal to ´VIP´ customers


Why are customershappy about

´The Serrano Model´ - II ?

The Serrano Model

Unbundling … ? – How to … ?


7 Steps to make aproduct package - byUsing ´The Serrano Model´

-Steps

The Serrano Model



A. Choose one of your products/ services

B. Choose one of your target groups for this specific product

The Serrano Model



Choose and describe the most comprehensive version/ scope/ delivery of the product/service - relative to your target group.

The Serrano Model



Perform a breakdown of the most comprehensive version of the product in all of its ´sub-products´/ ´sub-steps´/ ´sub-processes´/all its ´ancillary services´ *)

*) Continue with the break-down of the sub-products into smaller sub-products & ancillary products/services, as long as it makes sense

The Serrano Model



Define and identify the smallest/ the most basic sub-product, which will constitute a basic, meaningful product/service(´the basic product´) for the selected target group

The Serrano Model



Define all possible, relevant, meaningful, individual, ancillary services for the ´basic product´, based on the break-down of the full product into its ´subproducts´

The Serrano Model



Evaluate the possibility of making ´combo packages´. I.e. ´bundles´ of basic products and ancillary services.

The Serrano Model



A.) Add a snappy title for naming your product package. B.) Add some great photos to your product package.C.) Add some great product description to your product package.

Graphics from : http://farm3.static.flickr.com/2743/4078608218_cd948eb285.jpg

The Serrano Model



Time for celebration Now you are all set to go !Go and present your new product package to the world and your raving fans

The Serrano Model

More info : Books : - ´The E-Myth Revisited´ by Michael E. Gerber

Useful Links :-- https://www.pinterest.com/highspiritdk/business-product-conceptualization/


https://www.pinterest.com/highspiritdk/business-product-conceptualization/

The Serrano Model

Get inspired, look at some of the best in their field :

Ask HyperSynectics : - We are ready to make The Serrano Model work for your business also :-)

Web : -- www.hypersynectics.com E-mail: -- [email protected]


How to make it work for your company & your products also ?

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The Serrano Model

Questions ?
