New Market Creation
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New Market Creation

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Strategyn Founder & CEO, Tony Ulwick presents how companies can win in new markets using jobs-to-be-done thinking.

Strategyn Founder & CEO, Tony Ulwick presents how companies can win in new markets using jobs-to-be-done thinking.

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New Market Creation New Market Creation Presentation Transcript

  • New Market CreationHow to win in new markets usingjobs-to-be-done thinking
  • Jobs-To-Be-Done Theory
  • People buy products andservices to get jobs done
  • People want to get thewhole job done ...
  • ... on a single platform
  • Will pay more ...to get the job done better
  • Insight into a high-profit,market entry strategy
  • Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • Define thejob-to-be-done
  • What job are people hiringmy product for?
  • Adjust thetemperature
  • That’s what the productdoes, but ...
  • What job are people tryingto get done?
  • Product-centric Customer-centricWhat job arepeople hiring myproduct for?What job is thecustomer tryingto get done?
  • Adjust thetemperature
  • Achieve personalcomfort
  • Control a process
  • Optimize processoutput
  • Kill weeds
  • Grow a crop
  • Define the job from thecustomer’s perspective
  • The entire job,not just part of it
  • Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • Pay more to get thejob done better
  • Over servedUnder servedSatisfactionImportance
  • Does this segmentexist in your market?
  • Segmentation
  • Traditional SegmentsVertical SizeGeography
  • SatisfactionImportanceOver servedUnder servedNot Vertical
  • SatisfactionImportanceOver servedUnder servedNot Geography
  • SatisfactionImportanceOver servedUnder servedNot Size
  • Wrong Units
  • Convenient classifications donot explain differences
  • Must segment aroundunmet needs
  • Outcome-basedsegmentation
  • Broad MarketSatisfactionImportanceOver servedUnder served
  • Factor and cluster analysis:unmet needs
  • SatisfactionImportanceOver servedUnder servedMarket Segments
  • People will pay more to getthe job done better
  • WillingnesstoPayLowHighNo. of Job ExecutorsLow High
  • WillingnesstoPayLowHighNo. of Job ExecutorsLow HighNeed Curve™Currently paying to get job doneSize of market
  • WillingnesstoPayLowHighLow HighNeed Curve™Increased SatisfactionPremium marketNo. of Job Executors
  • People will only pay more forsignificant improvement
  • WillingnesstoPayLowHighCustomer SatisfactionLow High
  • Success = Know All Unmet Needs
  • Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • Get the wholejob done
  • Products rarely get thewhole job done
  • Get more of the job done
  • Get it done significantly better
  • Win a disproportionateshare of profits
  • Starve the competitionof capital
  • Raise the barrierto entry
  • AdjustenvironmentMonitorconditionsMakemodificationsReturn roomto originalconditionDefinecomfortAssess theroom’scomfort levelDeterminewhatvariables toadjustDeterminewhatadjustmentsto makeAchieve personal comfort
  • AdjustenvironmentMonitorconditionsMakemodificationsReturn roomto originalconditionDefinecomfortAssess theroom’scomfort levelDeterminewhatvariables toadjustDeterminewhatadjustmentsto makeThermostat
  • AdjustenvironmentMonitorconditionsMakemodificationsReturn roomto originalconditionDefinecomfortAssess theroom’scomfort levelDeterminewhatvariables toadjustDeterminewhatadjustmentsto makeNest
  • 7 times the price
  • 5%market share
  • 5%market share20%profit share
  • Remove dirtfrom carpetMonitor dirtremovalAdjust dirtremoval planDispose ofdirtDeterminecondition ofcarpetAssess bestmethod toremove dirtGatherneededsuppliesSet up for dirtremovalRemove dirt from carpets
  • Remove dirtfrom carpetMonitor dirtremovalAdjust dirtremoval planDispose ofdirtDeterminecondition ofcarpetAssess bestmethod toremove dirtGatherneededsuppliesSet up for dirtremovalTraditional vacuum
  • Remove dirtfrom carpetMonitor dirtremovalAdjust dirtremoval planDispose ofdirtDeterminecondition ofcarpetAssess bestmethod toremove dirtGatherneededsuppliesSet up for dirtremovalDyson
  • 5 times the price
  • 24%market share
  • 24%market share59%profit share
  • Dozens ofjobs doneThousands ofjobs done
  • 5 times the price
  • 21%market share
  • 21%market share72%profit share
  • Let’s reinvent the TV
  • What job are customerstrying to get done?
  • Watch TV
  • Get jobs done byviewing content
  • View contentMonitor theviewingexperienceModifycontentselectionAssessexperienceDeterminewhat jobs theviewer wantsto get doneDeterminewhat contentwill get thejob done bestOrganize thecontent forviewingConfirmviewing planGet jobs done
  • View contentMonitor theviewingexperienceModifycontentselectionAssessexperienceDeterminewhat jobs theviewer wantsto get doneDeterminewhat contentwill get thejob done bestOrganize thecontent forviewingConfirmviewing planTraditional TV
  • View contentMonitor theviewingexperienceModifycontentselectionAssessexperienceDeterminewhat jobs theviewer wantsto get doneDeterminewhat contentwill get thejob done bestOrganize thecontent forviewingConfirmviewing planApple iTelevison
  • 5%market share20%profit share
  • Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • Win big innew markets