<<tiddler [[M11-S2 - Audio - Defining the business]]>>
The session started with 'Defining the business' using the [[Abell Framework]] which can be summarized into three questions:
# Who do we serve?
## Define [[Customer segments]]
# What do we offer?
## Define [[Value Proposition]]
# How do we do that?
## Define [[Business Model]]
<<image /static/files/MBI/Module%2011/optimization.PNG width:600>>
There should be a good balance in harvesting existing business (Business Exploitation) and creating new business (Business Exploration).

In defining customers segments it is important to define your [[Way-to-market architecture]]. Who is your customer? Who in a complicated delivery chain is 'the customer'??? To help discover who is really the focal customer the company should be concentrating on, three questions are important:
# ''Who makes the choices?''
## Who is the person making the purchasing decision? (See also: [[DMU]])
## Marketeers should be interested in the //customers// over the //consumer//
# ''Who pays?''
# ''Who consumes''?'
We next talked about channel design, in this picture the difference between HP and Oce is depicted.
<<image /static/files/MBI/Module%2011/channeldesign.PNG width:400>>
Risks for HP:
* Loosing ownership of the end customer
Risk for Oce:
* Scalability
To know who you customer is, ask yourselves the following questions:
<<image /static/files/MBI/Module%2011/customerprofile.PNG width:500>>
* What do they do?
* What do they experience?
* Who are they?
bag
marketing_public
created
Sat, 15 Jan 2011 19:30:51 GMT
creator
dirkjan
modified
Sat, 15 Jan 2011 19:30:51 GMT
modifier
dirkjan
tags
M11
Session
creator
dirkjan