(Re)Dizajn servisa

Dejan Restak

CEO & Founder @Vibe Networkex Mondo.rs - Wireless Mediaex B92.net

Definicija tržišta

1. Skup aktivnih i potencijalnih kupaca/korisnika/posetilaca

2. Za dati skup servisa ili proizvoda

3. Koji imaju zajednički skup potreba i želja

4. Koji referenciraju jedni druge kada donose odluke o kupovini

“Ako dvoje ljudi kupi isti proizvod a nemaju načina da referenciraju jedan drugog,oni nisu pripadnici istog tržišta” – Crossing the Chasm, Geoffrey A Moore

“Nijedna kompanija ne može priuštiti da plati za svaki pojedinačni marketing kontakt”

Prihvatanje inovacije – Rodžers Everet (Rogers Everett)

Kako preskočiti ponor – Džefri Mur (Geoffrey A Moore)

Inovatori – vole sve što je novo, tolerišu bagove, ne zadržavaju se dugoVizionari – traže inspiraciju, totalnu promenu, nov servis, nov proizvod, konceptPragmatisti – Traže sigurne i postepene promene na bolje, nije potrebna inovacija, lojalniKonzervativci – Ne vole promene, idu na provereno i ostaju dugoNegativci – Nema vajde, minimiziramo štetu

Concept Product Dev.

Alpha/Beta Test

Launch/1st Ship

- Create Marcom Materials- Create Positioning

- Hire PR Agency- Early Buzz

- Create Demand- Launch Event- “Branding”

• Hire Sales VP• Pick distribution Channel

• Build Sales Channel / Distribution

Marketing

Sales

• Hire First Bus Dev

• Do deals for FCS

Business Dev.

Engineering • Write MRD

• Waterfall • Q/A •Tech Pubs

Kako se to uglavnom radi

Biznis model

Svaku kompaniju opisuje 9 osnovnih elemenata

1. Segment klijenata

Koje klijente i korisnike opslužujete? Šta oni zaista žele da im učinite?

2. Vaša ponuda (Value proposition)

Šta nudite? Šta to njima čini? Da li im je bitno i koliko?

3. Kanali (channels)

Kako pristupi svakom segmentu klijenata? Kojim tačkama interakcije?

4. Odnosi sa klijentima i korisnicima

Kakve relacije uspostavljate sa svakim segmentom? perosnalne? automatske? akvizicija?

zadržavanje/lojalnost?

5. Izvori prihoda

Šta su vaši klijenti i korisnici spremni da plate? Koliko? Kako?

Da li su prihodi periodični (pretplata), transakcionog tipa (prodaja ogl.prostora), servisni, po projektu?

6. Ključni resursi

Koji resursi obezbeđuju vaš biznis model? Koja sredstva su esencijalna?

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7. Ključne aktivnosti

Koje aktivnosti morate da radite jako dobro u vašem biznis modelu? Šta je ključno?

8. Ključni partneri

Koji partneri i dobavljači obezbeđuju vaš biznis? Na koga morate da se oslonite? Od koga zavisite?

9. Struktura troškova

Koja je rezultujuća struktura troškova? Koji to ključni elementi čine vaše troškove?

Business Canvas #1

- Powerful sellers

- Server providers

- Variable costs: server and traffic maintenance costs

- Fixed Cost: rent, salaries

Seller side:

- transaction fees

Buyer side:

- targeted ads

- Maintaining online

buyer/seller communities

and credibility of

transactions

- Promotion of website and

brand

- Physical resources (IT

infrastructure)

- Existing social

networks -Buyer and

seller communities,

- Brand awareness

- Web & App sales

- Online social networks

Seller:

- Access to large

online customer pool

- Bulk sales with

reduced commission

Buyer:

- Better discounts

- Automated services

- Communities of buyers

and sellers

- Co-creation of value

through customer

feedback

Multi-sided platform

Seller:

Pro-sellers in Amazon

and eBay who sell

electronics

Buyer:

Online shoppers

Business Canvas #2

- Variable costs: server and traffic maintenance costs

- Fixed Cost: rent, salaries

Seller side:

- transaction fees

Buyer side:

- targeted ads

- Maintaining online

buyer/seller communities

and credibility of

transactions

- Promotion of website and

brand

- Physical resources (IT

infrastructure)

- Existing social

networks -Buyer and

seller communities,

- Brand awareness

- Web & App sales

- Online social networks

Seller:

- More customer traffic

- Bulk sales with

reduced commission

Buyer:

- Better discounts

- Power to choose

product deal

- Buyer community

feedback on products

and sellers

- Automated services

- Communities of buyers

and sellers

- Co-creation of value

through customer

feedback

Multi-sided platform

Seller:

Trustworthy online sellers

with verifiable websites

Buyer:

Online shoppers who are

willing to wait to get

significant discounts on

products

Business Canvas #3

- Sellers who need more

traffic

-Server providers

Established services

- Online Marketing :

Google/Facebook

-Variable costs: server and traffic maintenance costs

- Fixed Cost: rent, salaries

- Online ad campaigns

Seller side:

- transaction fees

Buyer side:

- targeted ads

- Maintaining online

buyer/seller communities

and credibility of

transactions

- Promotion of website and

brand

- Physical resources (IT

infrastructure)

- Existing social

networks -Buyer and

seller communities,

- Brand awareness

- Web & App sales

- Online social networks

- Online advertising

Seller:

- More customer traffic

- Bulk sales with

reduced commission

Buyer:

- Better discounts

- Power to choose

product deal

- Buyer community

feedback on products

and sellers

- Automated services

- Communities of buyers

and sellers

- Co-creation of value

through customer

feedback

Multi-sided platform

Seller:

Trustworthy online sellers

with verifiable websites

Buyer:

Online shoppers who are

willing to wait to get

significant discounts on

products

Business Canvas #4

- Sellers who need more

traffic

-Server providers

Established services

- Online Marketing :

Google/Facebook

-Payment Gateway :

Paypal

- Customer Service

(Front side

webservice) : Self

- Customer Service

(Product side) : Sellers

- Delivery : Sellers

-Variable costs: server and traffic maintenance costs

- Fixed Cost: rent, salaries

- Online ad campaigns

Seller side:

- transaction fees

Buyer side:

- targeted ads

- Maintaining online

buyer/seller communities

and credibility of

transactions

- Promotion of website and

brand

- Physical resources (IT

infrastructure)

- Existing social

networks -Buyer and

seller communities,

- Brand awareness

- Web & App sales

- Online social networks

- Online advertising

Seller: - More customer traffic

-Bulk sales with reduced commission

- Access to customer contact information

- Cross-sell their products.- Site advertising- Power to create deals

Buyer: - Better discounts

- Power to choose product deal

- Buyer community feedback on products and sellers

- Automated services

- Communities of buyers

and sellers

- Co-creation of value

through customer

feedback

Multi-sided platform

Seller:

Trustworthy online sellers

with verifiable websites

Buyer:

Online shoppers who are

willing to wait to get

significant discounts on

products

Business Canvas Final

- Sellers who need more

traffic

-Server providers

Established services

- Online Marketing :

Google/Facebook

- Payment Gateway :

Paypal

- Customer Service

(Front side

webservice) : Self

- Customer Service

(Product side) : Sellers

- Delivery : Sellers

-Variable costs: server and traffic maintenance costs

- Fixed Cost: rent, salaries

- Online ad campaigns

Seller side:

- transaction fees

Buyer side:

- targeted ads

- float money

- Growing and maintaining online buyer/seller communities and credibility of transactions- Promotion of website and brand

- Establishing credibility

- Physical resources (IT

infrastructure)

- Existing social

networks -Buyer and

seller communities,

- Brand awareness

- Web & App sales

- Online social networks

- Online advertising

Seller: - More customer traffic

-Bulk sales with reduced commission

- Access to customer contact information

- Cross-sell their products.- Site advertising- Power to create deals

Buyer: - Better discounts

- Power to choose product deal

- Buyer community feedback on products and sellers

- Automated services

- Communities of buyers

and sellers

- Co-creation of value

through customer

feedback

Multi-sided platform

Seller:

Trustworthy online sellers

with verifiable websites

Buyer:

Online shoppers who are

willing to wait to get

significant discounts on

products