MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

It may be that even at this preliminary stage we identify market segments. Customers belong to segments if: • They have different needs (different offer) • Different distribution channels are needed to reach them. • They require a different kind of relationship • Their rate of return is different.

2nd) Value Propositions: once we have "matured" the needs and/or desires (the pain factor) that we are going to satisfy, in this section we reflect on our value proposition: : • What problem do we solve for the customer? • What need are we meeting? • What makes me different from the rest of the offer?..... this is important, think about our element(s) of differentiation. • What values do we bring to each customer segment?

Some value propositions can be focused on: • Innovative products with new solutions • More affordable price • Design • Risk reduction • Brand and status • Etc

3º) Channels: this is an important issue, sometimes we think a lot about the product/service and it is also critical to ask "how will our product end up in the hands of our customers? "This is perhaps more critical when it is a physical product and the logistics function is involved. If our product is digital, we also have to keep thinking about channels and the "commercial approach" to the market, the only advantage will be that the delivery is digital or "download". In short, which communication, distribution and sales channels establish contact between the company and the customer? European Open Business School

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