bootcamp presentation 4 differentiation

Let’s refresh ourselves of our aims and goals of doing this work

Our AimBy December 2015 we will have a tool kit that will provide the

basis of a marketing plan – a route map by which you can bring your product / service directly to market.

Our Goal

For 2016 it is to lower the cost of getting customers by 50% and

increase the rate of keeping them by 50%

Review on what’s we have discussed so far?

The Marketing Audit – what we are doing or planning to do

Setting out some goals based around numbers including break-evens. The difference between activity and strategy

Customer buying behaviours – getting to grips with customer value. Boston Matrix and a customer audit

This Months BIG sessionUnderstanding what’s at the heart of a

product or service. – using this to create the difference from your

competitorsThe aims

• Take a service and productise it!• The three levels of a product – an analysis

• Creating a Unique Proposition• Competitor analysis – a positioning map

Taking a service and creating a product

What is a service? Intangible Cannot be stored Consumed at the point of

sale Does not result in

ownership Hard to qualify and judge

without context

What is a product? Tangible Can be stored Is taken away and

consumed or kept Has ownership rights

and can be sold on Can be qualified and

judged by others

Taking a service and making a product

Why do we do that? Because it:Provides Clarity – appears almost tangibleCan be delivered over a specified time and

not immediately consumedOwnership can be transferred part way

throughBenefits and features articulated as a single

offerIt can be ‘augmented’ and ‘pro-actively

priced’

The Tutor Doctor Service Delivery

An example

On the face of it We Sell Tutoring Services

In reality we sell opportunity

A Product – broken into threeThe Three Levels

Service and Product DevelopmentCore Product

Benefits that make it valuable to the user Actual Product

Something that is tangible, generic – but also replicableAugmented

Non-physical, tailors the core / actual product to customer - differentiates

Changing the Mind-SetFrom a service

To a product

Coaching Packages

Target Free Consultation

Personal coach /

tutor selection

1:1 Tutoring in your home

Academic Gameplan

– superior coaching

One-Day Workshops

Component Price

£

You Pay

£

Save!

Full Year Academic Program

A & AS Level

Students

52 Hours

4 Hours of 1:1

coaching

Up to 3 to choose from

£2,385-00 £2,191-00

2 Term Academic Program

A & AS Level

Students

36 Hours 4 Hours of 1:1

coaching

Up to 2 to choose from

£1,690-00 £1,554-00

Crammer Pack

A & AS Level

Students

24 Hours 2 Hours of 1:1

coaching

1 to choose from

£1,157.00 £1,065-00

£194

£136

£92

Take 10 minutes List the ‘core’ of your product / service - benefits

Write down its generic form

Write one thing that you do or could do to augment this

Could you create a package and bring in proactive pricing?

Your Unique Proposition5-steps to define it!

1. Profile your customer2. Identify the problem and how you

solve it3. Look at what ‘benefits’ you can

deliver4. Set out your ‘promise’ and how you

intend to keep it5. Write down a paragraph that says it

all

1. Customer Profilingcreate a portrait of your customersbreak down your customer into

groups sharing similar goals and characteristics

give each group an avatar with a photo, a name, and a description.

https://www.helpscout.net/blog/customer-profiling/

2. What problem do you solve?

what is the individual need or challenge your client’s face that your business can solve for them?

3. What benefits do you want to deliver?

What are the biggest benefits a client gets from choosing to work with you?

What sets you apart from someone else?

From the clients’ perspective explain why your services are important to them

List why they would choose you over another provider

4. Your Promise – implied in everything you do

Not a description of what you doIt is partly ‘your mission’It is the ‘character’ of your businessIt is the means of providing value to

your customers

Two examples of a brand promiseWhose Promises are these?

“To inspire moments of optimism and uplift.”

John Lewis

5 Write it down

Remember

Your key to positioning Positioning is a marketing strategy that

aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.

A Product – broken into threeThe Three Levels

Positioning Map 1

Positioning Map 2

Perception rather than actual

Positioning Map 3 – My Favourite

Market Perception

Demographic

Take 10 Minutes Think of your product / service and its market placeWhat needs does your product / service satisfy?What features does it have?How would you rate the quality?

On a positioning map with Price on the horizontal and a Benefit / Feature on the vertical position your offering

Any questions?