customer segments
DESCRIPTION
TRANSCRIPT
![Page 1: Customer segments](https://reader033.vdocuments.mx/reader033/viewer/2022051610/548cc6bbb47959ce0c8b6490/html5/thumbnails/1.jpg)
Italian FoundersStartup Design Lab
Customer segments
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Customer segment
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Customer segment
Il blocco dei consumatori de!nisce i di"erenti gruppi di persone e organizzazioni che la startup intende raggiungere e servire.
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Attenzione!
Tutti gli utenti Internet Tutti gli utenti italianiTutte le aziende del mondoTutte le aziende del Lazio
non sono un gruppo
(utile su cui lavorare)
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Bisogna avere il coraggio di scegliere
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Crossing the Chasm
innovatori
earlyadopter
earlymajority
latemajority
ritardatariscettici
baratro
tecnologiae performance
soluzionie convenienza
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La piramide dell’acquisto
Decision maker
Compratore
Raccomandatore
In#uente
Utente
Intermediari
Sabotatori
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Casi di studio
MammOptics Hospital purchasing decision tree
Fonte: Steve Blank
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Casi di studio
Fonte: Steve Blank
MammOptics Private practice purchasing decision tree
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Casi di studio
Fonte: Steve Blank
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Business o consumer?
Business to BusinessIl cliente compra e usa il prodotto dentro un’organizzazione
Business to ConsumerIl cliente compra e uso il prodotto per se stesso
Business to Business to ConsumerIl cliente attiva una partnership per servire insieme i propri consumatori(multi-sided market)
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Business to Business
Li aiutate ad aumentare i ricavi?Potete diminuite i loro costi?Permettete loro di acquisire nuovi clienti?Li rendete più competitivi?
Che cosa hanno in agenda?Si tratta di un problema o di un bisogno?
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B2B: il cliente ideale
Ha un problema
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B2B: il cliente ideale
E’ consapevole del problema
Ha un problema
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B2B: il cliente ideale
Cerca una soluzione
E’ consapevole del problema
Ha un problema
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B2B: il cliente ideale
Sta provando col fai da te
Cerca una soluzione
E’ consapevole del problema
Ha un problema
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B2B: il cliente ideale
Ha i soldi
Sta provando col fai da te
Cerca una soluzione
E’ consapevole del problema
Ha un problema
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Segnali di successo e di fallimento
Come fate a testare l’interesse?Che tipo esprimenti potete fare?Con quante persone dovete parlare?
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Business to Consumer
Siete in grado di intrattenerli?Potete metterli in collegamento con altri?Rendete loro la vita più semplice?So$sfate dei bisogni di base?
E’ importante per loro?Se lo possono permettere?
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Business to Consumer: un esempio
Fonte: Steve Blank
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Segnali di successo e di fallimento
Come fate a testare l’interesse?Che tipo esprimenti potete fare?Con quante persone dovete parlare?
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Business to Business to Consumer
Startup ClienteB2B
ConsumatoreB2C