Phát triển một khách hàng Sản phẩm Matrix

Outline for Discussion
• Understand the customer, develop a
profile
• Determining who has the power to buy
and why they buy
• Break for lunch (12:15 pm)
• Developing a customer/product matrix
• Small Group Exercise
• Company analysis: SWOT
Develop a Customer /
Product Matrix
Customer / Product Matrix
Customers
Products
What are products?
• Tangible goods;
• a service;
• an idea;
• or a combination of the above.
Some examples?
• Examples include plants, shovels,
fertilizer, book, pruners, pots, etc.
• pick-your-own, entertainment
• credit, delivery, design, installation;
• composting, low input, organic
products
What’s your value proposition?
Value proposition is a combination of three
dimensions:
• Quality: high or low
• Money: cheap or expensive

• Time: little or lots
What’s your value proposition?
Value proposition is a combination of three
dimensions:
•Quality
• Money
•Time
Value proposition for . .
• McDonalds
• Starbucks

The Experience Economy
Work is Theatre & Every
Business is a Stage
by Joseph Pine & James Gilmore
Harvard Business School
Press, 1999
Economic development
Agricultural
Economy
Service
Economy
Industrial
Economy
Evolution of the birthday
celebration (aka party)
Good
Commodity
Service
Evolution of the birthday

celebration (aka party)
Experience
How do these differ?
• Commodities are produced in the
agricultural economy.
• Goods are sold in the industrial
economy.
• Services are provided in the service
economy.
• Experiences are marketed in the
next evolution of our economy.
Pricing
Commodity
< $1
Good
$1
Experience
$40
$15
Service
Profit Potential?
Commodity
< $0.001
Good
$0.01
Experience
$5
$1
Service
Product Pricing

0.1
1
15
40
0
5
10
15
20
25
30
35
40
45
Commodity
Good
Service
Experience
Experiences differ from services
• Experiences and services are distinct offerings.
• Experiences are as distinct from services as
services are from products.
• Services are performed for the person (or
property), experiences happen within the
person.
• A result (benefit) of the paid experiences is the
creation of a lasting memory. To an extreme,
experiences even change the individual
(transformation). The individual pays not just for
another product or service, but the experience.

Just
another
doll
store?
Just another sporting goods retailer?
Absorb
Immerse
ActivePassive
Experiences
Absorb
Passive
Entertainment
Experiences
• Public gardens
• Garden & flower
shows
• Some shopping
• Display gardens
• HGTV
• Planning, planting
• Harvesting
Educational
Absorb
Experiences
• Disney Institute
• Master Gardener
Active
• Clinics & Seminars
• Show & tell

• Problem solver
• Discussions with avid
gardeners
• Learning first hand
Immerse
Active
Escapist
Experiences
• Garden adventures
• Tour groups
• Relaxing, reading
• Watching wildlife,
birds, butterflies