homework hekovnik#2
TRANSCRIPT
Homework• Segmenting: define segments – Target Market– What defined them – 4P
• Product• Place• Price• Promotion
• Targeting: choose the right segment(s) for you – Target segment– Define internal criteria (financial cohort)
• ROI, CAC, LTV, MRR, CYCLE TIME• Barriers to enter• Segment overshuting
• Define segment atributes – hipotesis for tipical and target
Jun-15Jul-1
5
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16Jul-1
6
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
Apr-17
May-17
-30,000 €
-20,000 €
-10,000 €
- €
10,000 €
20,000 €
30,000 €
40,000 €
MRR / MRC
Financial cohort
Functional Technical
High Sales executive 1 CTO 3
Low Logistics 2 IT Staff 4
PAIN GAIN
Empathy Map
How much we are going to
sell?
I’m tired of predicting
sales
Do I have to pay for the use
of this service?
Will this ad work to my schedule?
How is this that you do different from other providers?
Is it secure?
Why don’t you give us the
same prices?
Sales plansSales reports
How much we gain?
How much we gain?
When you are ready, we have to present to CEO
Isn’t that the same as…
Digital..that’s hard
Sales plan - predictions
Cost of unsold goods
Who is buying the most
Which commercialist are performing best
Work on meaningfull
solutions
Improve sales results
Logistics are hard
Better client service
Partner collaboration
PersonaPersona HEKOVNIK Startup School Name: Janko Skube Problems Journey stories
Title/Key Role: Sales Director
They have a problem with manualy planning the sales volumes and predicting the needed production. They have problems with distibution costs for smaller quantities of goods. They do not have IT department that would automate the production amounts.
They are predicting the sales 3 times a year manualy wit Excel. They have commercialists that are on the terrain selling in person and the goods that are not sold are being destroid.
Age: 45-50
Gender: Male Other Relevant facts: Realist, honest and interested in solutions, willing to help
Goals/Benefits Triggers/Emotions
They would like to improve their sales results and minimise the costs that dead stock represent and with that imprue their forecasts.
Their aim is to increase the sales of dead stock.
PlanningPlanning Sales
Unsold inventar
Distribution costs
Buyers network
Sales platform
Distribution
Help them reach the plans
Increased profits
Lower costs
25K
2K
1K