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.
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