06_The Chasm

What is meant by “The Chasm”?

What are the different market groups?

What is the psychology behind the customer group “innovators”?

What is the psychology behind the customer group “early adopters”?

What is the psychology behind the customer group “early majority”?

What is the psychology behind the customer group “late majority”?

What is the psychology behind the customer group “laggards”?

What are the four steps to cross the chasm and conquer mainstream markets?

Four steps to cross the chasm and conquer mainstream markets

• What Tool do you have to use for Step 1?

• What is the approach there?

Four steps to cross the chasm and conquer mainstream markets

Step 1 Select the target customer

• How does the Excel form look like for creation of different scenarios of target customers - as many as possible?

Four steps to cross the chasm and conquer mainstream markets

Step 1 Select the target customer

• Rate several customer scenarios based on several criteria and select the most attractive one

  • What is the market development checklist?

Four steps to cross the chasm and conquer mainstream markets

Step 2: Define your offer

• Tool: The “whole product” model

Four steps to cross the chasm and conquer mainstream markets

Step 2: Define your offer

• The simplified “whole product” model for the high-tech industry

Four steps to cross the chasm and conquer mainstream markets

Step 3: Define your competition

• Why is it important to define competition?

Four steps to cross the chasm and conquer mainstream markets

Step 3: Define your competition

• What is the focus of each target customer?

Four steps to cross the chasm and conquer mainstream markets

Step 3: Define your competition

What do you have to do if you make the transition from the Early Adopters to the Early Majority?

Four steps to cross the chasm and conquer mainstream markets

Step 3: Define your competition

What arte the early adopters interested in?

Four steps to cross the chasm and conquer mainstream markets

Step 3: Define your competition

What is the early majority interested in?

Four steps to cross the chasm and conquer mainstream markets

Step 3: Define your competition

Four Step Process to position yourself

Four steps to cross the chasm and conquer mainstream markets

Step 4: Select pricing and distribution

Selecting Channel

Four steps to cross the chasm and conquer mainstream markets

Step 4: Select pricing and distribution

Different Pricing Strategies

Four steps to cross the chasm and conquer mainstream markets

Step 4: Select pricing and distribution

What do you have to keep in mind in terms of pricing regarding early adopters?