terça-feira, março 25, 2014

"The severely underserved segment of customers"

Se calhar, agora que os modelos low-cost estão tão em voga, talvez faça sentido pensar nos modelos de negócio destinados aos clientes underserved:
"The profit share strategy, by contrast, addresses a highly underserved population that’s willing to pay much, much more to get a job done significantly better than is currently possible. Here’s how it works:
It starts by identifying the focal segment of highly underserved customers. These customers, who may comprise as little as 10 percent of the market, are highly underserved because the products available today fail to consider their unique situation. While executing the same job (task) as others, these customers are different: they face complexities that others do not; they face unique obstacles; they are forced to push the envelope; failure is not an option; they seek perfection. Consequently, they struggle more than others to execute their job-to-be-done and will pay a lot more for a solution that delivers.
A company enters this market by offering these underserved customers a product that will help them get their job done significantly (20 to 30 percent) better than any existing alternative. Because its solution is so much better and the need is so great, the company is able to price its new product two to five times higher than the products it is competing against. While this pricing strategy alienates most of the market, the severely underserved segment of customers is willing to pay."

Trecho retirado de "The Profit Share Strategy – Part 1"

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