ThoughtCommons - Buyer Utility Map

Simply stated, business has just two functions, innovation and

marketing.

But only the seasoned managers understand the complexity

behind this simplicity.

Buyer Utility Map help managers break the

utility for their consumers and generate

innovative ideas

People don’t use products, they indulge in experiences

Idea generators need to focus on experiences and not on products

Buyer’s experience can be better understood by dividing it into six stages, these are six different occasions where marketers can create value for their buyers

Purchase

How easy it is to find the product, the attractiveness

and accessibility of the store, the level of comfort the speed

with which purchases are made.

Purchase Delivery

The speed and convenience of product delivery, the ease of unpacking and installing the

product.

Purchase Delivery Use

What training or expert assistance is required while using the product, ease of

storing the product, the effectiveness of the product's

features and functions.

Purchase Delivery Use Supplements

Other accessories that are used along with the product.

Purchase Delivery Use Supplements Maintenance

Ease of maintaining the product and the amount of expert assistance required.

Purchase Delivery Use Supplements Maintenance Disposal

If the product generates waste, the ease of disposing drills consumer’s mind off!

Purchase Delivery Use Supplements Maintenance Disposal

These are called six stages of‘Buyer Experience Cycle’

Thinking ahead, there are six different ways of innovating and creating value in each of these stages

Customer Productivity

The innovation helps customers do things faster, better or in different ways.

Customer Productivity

Simplicity

The innovation offers enhanced ease-of-use.

Customer Productivity

Simplicity

Convenience

The innovation makes a desired activity easier to

perform.

Customer Productivity

Simplicity

Convenience

Risks

The innovation minimizes customers' financial or

physical risks.

Customer Productivity

Simplicity

Convenience

Risks

Fun and Image

The innovation delights customers.

Customer Productivity

Simplicity

Convenience

Risks

Fun and Image

Environment Friendliness

The innovation facilitates recycling and other

environmentally sensitive practices.

These are called six‘Utility Levers’

Customer Productivity

Simplicity

Convenience

Risks

Fun and Image

Environment Friendliness

This approach help managers think of 36 opportunity types to

create value for buyers…

Purchase Delivery Use Supplements Maintenance Disposal

Customer Productivity

Simplicity

Convenience

Risks

Fun and Image

Environment Friendliness

Buyer Utility Map

So what’s your next big idea?

Source:Kim, W. Chan and Mauborgne, Renee; "Knowing a Winning Business Idea When You See One"; Harvard Business Review; September-October 2000.