2016年5月30日
So inviting
Disclaimer
No matter when and/or in what circumstances you receive this presentation, the author is NOT obliged to deliver anything that mentioned in this presentation.
This presentation is ONLY to serve as an initial to be discussed with.
Agenda
- Market analysis for facts and assumptions
- Stragetic position
- How customer price the benefits
- Expected trend
- Our desired market share
- Cost Estimate
- Outcome
- Actions needed for completing the outcome
Market analysis for facts and assumptions
Strategic position
- Do we differ from competitors in customers' eye?
- Are the difference important to customers?
- Do we have the resources/capabilities to build or sustain the difference?
- How these circles will involve?
Section A: Our advantages
- How big?
- Sustainable?
- Based on our distinct capabilities?
Section B: Heads-on competition
- Are we delivering effectively?
Section C: Competitors' advantage
- How can we counter them?
Section G: Unmet needs
- Is it cost-efficeint for us to explore it?
Section D, E: non-value to customer
- Trim them off or
- Make customers value them
Section F: Competitors' non-value
- Why competitors have it?
How customer price the benefits
With visible market price and product characteristic, we may infer how the market price them:
## Estimate Std. Error t value Pr(>|t|) ## VP1 1.291425 0.2497272 5.171344 1.394806e-06 ## VP2 2.505076 0.0994080 25.199940 1.501177e-42 ## VP3 3.938515 1.8578611 2.119919 3.676517e-02 ## VP4 4.679527 0.1903676 24.581531 1.060994e-41 ## VP5 4.808588 0.5849825 8.220054 1.432470e-12 ## VP6 7.715648 1.2185446 6.331855 9.305832e-09 ## VP7 8.154845 1.0988409 7.421315 6.246645e-11 ## VP8 7.957170 1.1103416 7.166416 2.051694e-10 ## VP9 10.481302 1.0645931 9.845360 5.986639e-16
Expected trend
This is to answer:
- How the VPs move around in the future
- What are the expected evolement of participants' actions
Our desired market share
Opportunity and challenges
The effectiveness of sales channel
- The market share is the ultimate indicator of how effective of the sales channel, which entail analyzing/benchmarking the conversion rate.
Determine what benefits to offer and the size
In this example, VP9 will be our first choice for its high potential price charged and relative low competition.
Cost Estimate
Cost by benefits
- Cost down must match to price trend
- Cost are estimated at product characteristics/value proposition/benefits level
Cost in building market and R&D
- Maintaining or improving competition (B)
- Maintaining or improving our competitive advantages (A)
- Countering competitor's advantages (C)
- Exploring unmet needs or create customer need on our disequity
Outcome
Reports
- PL
- BS and CF showing where the money will be used
- Key assumptions identified in this plan
- Key milestone to be achieved
Actuals are compared to this plan
Variance do matter. Any variance may reveal assumption or environment changes
Actions needed to complete above analysis and outcome
Proposed actions
- Define our value proposition in terms of benefits offerred to customer or product characteristics
- Define market that meets the value proposition
- Quantify the market size at VP level
- Prioritize VPs based on the opportunity and challenge
- Group marketing and sales activities (overall or at VP level)
Risk of failure in completing this plan
The main purpose of this process is to force us to think customers, competitors and us simultaneously in the customer eyes.
Several factors may attribute to the failure:
- New market player, leaving lots of assumption not being tested
- No sufficient available market data
- Cross departmental cooperation entails huge clarification
Appendix
This presentation differ from business plan in
- Objectives:
Effective financial forecast and evaluation, though some can/may be used in seeking funding or determining segment market - Users:
For management internal use - Structure:
No sufficient level of detail anaysis in business environment, industrial background
Relationship between price and product charateristics
