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Connecting with
online
A brand new day
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A fresh perspective
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SaaS = Game Changer
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Customers The Economy
SaaS
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Game Changer +
Financial Crisis =
SaaS
OPPORTUNITY
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Large Upfront Costs
[CapEx]
Manageable Recurring
Costs [OpEx]
Hosted Services Value Proposition
Pay for it because
Customer realizes
value
Use it because you OWN it
Reduced Risks
Trial, Evaluation, Usage,
Learn from experience of
Other Users
Reduced Time to
Provision
[Free delivery]
Deployment
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Time to Market1Competitive Advantage2Products / Services3
Conventional Thinking
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Time to Market
Time to Revenue
Time to Value(Realized by customer)
It’s all about us
It’s all about them
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Two Critical Moments of Truth:
1) Purchase
2) Usage
The Web-Centric Buying Process
1. Search (What are the Options?)
2. Find
3. Self Qualify / Trial
Multiple Interactions, Web, Phone, Chat, etc.
4. Make the buying decision
5. Buy
6. Activate
7. Self-Manage
8. Self-Support
9. Self-Upsell / Cross-Sell
10. Interact with others
11.Refer and promote
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Anticipate
External Focus
See reality
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Competitive Advantage
Value Innovation
Value Advantage
Formule1: Value Innovation Curve
Value Curve Hotel **
Value
High
Low
Value Curve Hotel *
Eliminate Reduce Raise
Average
Formule1
copyright Kim & Mauborgne
Key Elements
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Create
Formule1
Value
Key Elements
Eliminate Reduce Raise
Value Curve Hôtel **
Value Curve Hôtel *
High
Low
Average
copyright Kim & Mauborgne
Formule1: Value Innovation Curve
129
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1. WHO ARE OUR
CUSTOMERS?
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Photo Portrait - Personas
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2. WHAT DO
THEY WANT?
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What do our customers want?
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What do they really want?
3 Time Horizons
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How do we foresee our customers future needs?
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Listen
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Avoid obvious mistakes
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3. HOW DO
THEY BUY?
Buyer Personas
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Persona-Based Website
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Products/Services
Applications/Solutions
Customer Experience
Who are our customers?What do they want?• Market segmentation• Customer segmentation• Customer profiling• Buyer behaviour• Buying personas
Buyer Behaviour (people)• Personal values• Buying preferences• Brand and Image• Culture and Identity• Value alignment
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Messaging
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Get their attention
Keep their attention
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Get their attention
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Connect with different Personas
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I think we captured their attention!
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Humanize
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Personalize
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Connecting with people
on their terms
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Create Community
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Engage
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Engage
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Competing for
Customers
Connecting
With People
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Stand out from the crowd
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David R Ednie
President & CEO 31 rue Robert de Flers 75015 Paris France
T : +33 (0)6 76 60 09 25 E : [email protected] W: www.saleschannel-europe.com B: http://saleschannel.blogspot.com
