|
|
|
Business Writing Tip: Question & Answer Format
Traditionally, business writing uses the "one thing after another" format, which usually means a plain recitation of the facts, circumstances, or whatever else needs to be said. But, we have a number of other options, and some of them may provide...
GETTING IT ON THE BOOKS. Don't Just Plan It, Schedule It!
GETTING IT ON THE BOOKS Don?t Just Plan It, Schedule It! Do you know the difference between planning and scheduling? Planning is deciding WHAT needs to be done and scheduling is deciding WHEN to do it. Planning without scheduling is nothing more...
Setting You Sails - The Mission Statement
Web Power - Mission Statement: We are dedicated to enabling web entrepreneurs to maximise their revenue by providing high quality, online learning information. Setting Your Sails Where are you going and how are you going to get there are two...
"Time Keepers and Clock Makers"
Can you figure out a way to perform your job in a manner that you save time doing it? Of course not! Time cannot be saved, it moves at the same speed no matter what you do! Now think of all the things that are done within your warehouse,...
Why Do People Buy Stuff?
On the Net or off, people will usually buy what they need. More importantly though, they will almost always buy what they want, if simply to satisfy what may be just a vague urge that exists only at a subconscious level. The Internet itself...
|
|
| |
|
|
|
|
|
|
DESIGNING THE RIGHT PRODUCT FOR YOUR MARKETPLACE
>From the end of World War II until the late 1970's most Americans spent the majority of their money on basic goods and services with little left for luxury type items. Giant factories turned out millions of products whose style, color and size were often determined by what made the machines work most efficiently. There wasn't much concern about what the customer really wanted.
Japanese auto producers forced reverberating changes in the way consumers went about considering their purchases. Suddenly in the mid-1970's a flood of cars hit America with features never before available at popular prices. Toyota and Honda revolutionized the concept of "user friendly" products - incorporating a high standard of quality with easy to use features,
all at affordable prices.
> Today's Customer Is Smart...And Demanding
Suddenly, consumers realized that someone did take their interests into consideration when designing products. In fact, a critical element in Japanese auto production since the late 1960's has been extensive consumer research and surveying, particularly in the area of durability and reliability needs.
The customer of the 21st Century has learned from buying user friendly products such as Sony televisions, Panasonic stereos, Apple computers and Honda autos that they can be demanding and that manufacturers will respond. This has produced a new brand of customer that is educated, very aware of prices and very demanding.
She wants quality, variety, durability, excellent service and a very good price all at the same time. She has a mind of her own and will talk about her interests and needs if you ask.
The process of asking customers what they want before you design your product or service is called being "market driven" because you are guided in your product development decisions by the customer's wishes.
Today the most successful new businesses are those that ask enough questions and listen carefully to the answers.
> Understand Basic People Needs
It is sometimes frustrating trying to get honest information out of people, because they can't always express why they buy the way they do. You can bet safely, however, that their need is one of several basic motivations of all people, such as:
· Convenience
· Comfort
· Friendship
· Security
· Status
· Health and
Well-Being
· Savings
· Love
· Style
· Profit
When you are trying to figure out your desired customer, put yourself in their shoes and think about what needs would motivate you to buy your product or service. There are usually two or three primary needs your product or service can satisfy and several lesser needs. When starting your product/service design, it is critical that you use your market research to focus on the primary needs and wants of your prospective customers.
> The Product Description Worksheet
As we discussed earlier, the successful new business owner first surveys potential customers to identify their wants, needs and dissatisfactions. Questions about bow often they buy, how far they would travel to buy, how much they might spend for your type of product or service are also asked.
You then separate the facts gained into groups, such as: pricing, packaging, location, assortment, etc. to organize the information in preparation for beginning a custom design of your product or service. You will make assumptions about the potential customers behavior and come to some conclusions about how you can present yourself as someone who will respond to their needs and wants.
To help you put together your product design strategy, you can use the fill-in worksheet below.
* Instructions:
1. Learn in detail 5-6 wants/needs of your target customer.
2. Add information from library research, trade associations, etc. about customer demographics, location, buying behavior, etc..
3. Take the profile you are creating and decide what specific product/service features this leads to. Express each feature as a user benefit - you must satisfy the age-old demand of potential buyers: "What's In It For Me?"
Product/Service Description Worksheet
Customer Want/Need Product Feature User Benefit
1.
2.
3.
4.
5.
About the Author
Jeff Williams worked for big business for years, until he decided to take his career in his own hands by establishing his practice as a small business trainer and coach. For those seriously considering self-employment, he is pleased to offer his free, monthly telegroup: "Are You Ready To Leave Your Job?". Register at: http://www.bizstarters.com/ready2leave.cfm
Jeff may be reached at 847-593-5305 or by e-mail at: jeff@bizstarters.com
|
|
|
|
|
|