"Ask first-time entrepreneurs who they plan on selling their product to, and the most likely answer you’ll hear is an enthusiastic “Everyone!” Those a bit more savvy back off from global hegemony by proposing a vertical slice, such as “financial services companies,” or horizontally, “the Fortune 1000,” or by product, as in “people who buy milkshakes,” or even a specific demographic, such as “women between the ages of 18 and 73.” Unfortunately for new businesses, these ill-defined segments are neither realistic nor helpful.
...
Imagine you were a commercial fisherman. Your livelihood depends on catching and selling fish. If you are asked, “What sort of fish do you plan to catch?” and you answer, “All the fish in the sea,” you are surely doomed as a commercial fisherman. It turns out there are not only many fish in the sea, but they have different forms and different ethologies. Methods of fishing that work well for some species don’t work so well for others. Battle-tested entrepreneurs know how to fish, and when asked who will buy their product, they respond not by reciting demographic characteristics, but by speaking about specific buyers and their particular pains, passions, and needs. Who will buy your product is as important as the gloriousness that is your product. Although the customer chooses the product, when building a new business it’s up to you to choose your customer. (Recordar que o cliente pode ter a última palavra; contudo, o fornecedor tem a primeira - aqui e aqui) In fact, depending on your values and vision, the choice you make may be even more important than your product idea. If the most important element of your business idea is the particular market segment you want to serve, and you think you can serve them in a way that matches the vision you have for your business, then you may decide to treat your market segment as the fulcrum on which to pivot. In other words, you change your product idea, your distribution channels, and your marketing and sales plans to fit the needs of that segment."
Trechos retirados de "The lean entrepreneur : how visionaries create products, innovate with new ventures, and disrupt markets" de Brant Cooper e Patrick Vlaskovits.
Sem comentários:
Enviar um comentário