<<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?