思想与战略(ppt 20页)(英文).ppt

AT CZG002 120199Coyne MSTR IdeasandStrategy PRESENTATIONTO BUSINESSPLANCOMPETITIONPARTICIPANTS 1 AT CZG002 120199Coyne MSTR Today DevelopinganideaAssessingyourideaDescribingyourstrategyAcoupleofwrinkles 2 AT CZG002 120199Coyne MSTR Developinganidea Whybrainstormingusuallyfails3frameworksProducttrees4killerquestionsThe5Csmodel 3 AT CZG002 120199Coyne MSTR Unexpectedusers Heavyusers Potentialusersblockedbyoneobstacle Potentialuserswhodifferinonewayfromcurrentusers Creativebundlingtoeliminatecomplements Radicaldistortionsofkeyvalueequationcomponents Newusesforexistingproducts Newusersforexistingproducts Newwaystomeetexistingneeds Stimulatingnewneeds radicallymodifyexistingproducts generateradicalincreasesinexistingproductsales developnewproducts Searchforkillerproductideasbyexploringopportunitiesto Productideatree 4 AT CZG002 120199Coyne MSTR Whatwouldittaketomakemyproductathalfthecost Radicaldistortionofkeyvalueequationcomponents CanIreducebyhalfordoublemydistributioncost CouldIoffermyproductat5timesthecostifithadgreaterfeature function CouldIdoublemyproductdepthorcutbreadthinhalf Whatinput ifreducedbyhalfthecost wouldallowmetocutmyprice20 Question Existingexample SouthwestAirlinesPCclones PersonalshopperMailorder Premiumicecream PetSmartBabySuperstore ZincinbatteriesLow ratecreditcardsforhighcreditrating Potentialidea 6packsofsingle use lightweight disposableumbrellas Discountrealtors Abankwithhomecashdelivery Homedecoratorsuperstore Industrialpawnshopforsmallbusinesslending Productideatree 5 AT CZG002 120199Coyne MSTR 1 Whatisthebiggesthassleaboutthisproduct Forwhatsubgroupofusers Forwhatsubgroupofusages Etc 2 WhatdotheBatmanmovie rollerblades andBenandJerry shaveincommon 3 HowwouldIdothingsdifferentlyifIhadperfectinformation 4 Wherearethesearch orderentry andtrackingcostsalargepercentageoftotalcosts 4killerquestions 6 AT CZG002 120199Coyne MSTR Rawmaterialsuppliers Volume Costs Concentratesurplusfromsuppliers 2 Costs Competeforsurplus 1 Client OEM Costs Concentratesurplusfromchannels 2 Retailer Capturesurplusfromcustomers 3 Price Cooperatetocapturesurplus 5 Createnewdemand 4 The5Csmodel 7 AT CZG002 120199Coyne MSTR Today DevelopinganideaAssessingyourideaHowpowerful Howlarge DescribingyourstrategyAcoupleofwrinkles 8 AT CZG002 120199Coyne MSTR Uniqueperformance Performanceenhancement 9 AT CZG002 120199Coyne MSTR ComparedtoTheGap ComparedtoIBMandCompaq Percentbelowcompetitors 50 50 20 20 HomeDepot Amazon Staples OfficeDepot OldNavy CompUSA Dell Gateway Commodore AmericaWest PeopleExpress E Plus Orange Mobilcom Retailers PCmanufacturers Airlines Telecom IomegaZipDrive Other Averagepricediscountsof30 45 20 50 20 80 40 50 30 40 50 50 70 60 70 30 50 20 30 15 Price basedvaluepropositionsmustofferextremediscounttomarket 10 AT CZG002 120199Coyne MSTR PrimaryeffectsSecondaryeffects Estimatingmarketsize 11 AT CZG002 120199Coyne MSTR Today DevelopinganideaAssessingyourideaDescribingyourstrategyAcoupleofwrinkles 12 AT CZG002 120199Coyne MSTR Astrongbusinessconcept Wheretocompete Howtocompete drivingareinforcingbusinesssystem Describingyourstrategy 13 AT CZG002 120199Coyne MSTR ProductrangeTargetcustomersChannelsGeography Wheretocompete 14 AT CZG002 120199Coyne MSTR Thecompellingreasonwhythetargetcustomershouldbuyyourproductinsteadofalternatives Valueproposition Whycompetitorscannotcopyyouonceitisobviousyouaresucceeding Sustainablecompetitiveadvantage Howtocompete 15 AT CZG002 120199Coyne MSTR Reinforcingbusinesssystem Providethevalue Designproduct process Procure manu facture Distribute Service Price Salesmessage Adver tising Promotion PR Communicatethevalue 16 AT CZG002 120199Coyne MSTR Today DevelopinganideaAssessingyourideaDescribingyourstrategyAcoupleofwrinkles 17 AT CZG002 120199Coyne MSTR RealvalueAbsoluteresourcescarcityTruenetworkexternalitiesFalsevalue Controllingthespace Howvaluableisthefirstmoveradvantage 18 AT CZG002 120199Coyne MSTR Levelsofrolloutaggressiveness High Bigbet Low bootstrapper Replicator Scaler Local National Naturalbusinessscale Establishpresenceinmanylocalmarketssimultaneously Targetrelativelylargepercentageofnationalmarketfromtheoutset Establishpresenceinlocalmarketorregion thenmoveontothenext Initiallytargetsmallpercentageofnationalmarket thenattempttoincreasescale Serialreplicator Sneakyscaler Bigbang Blitzkreig 4primarymodelsexistforrollout 19 AT CZG002 120199Coyne MSTR Risk Velocityofgrowth inagivenyear FunctionofManagementcapacityCapitalavailableAbilityofcompanytoreplicateskillsPhysicalavailabilityofscarceresourcesQualityofmanagementdecisionmaking FunctionofExtentof crowding howcloseareyourcompetitors Scaleadvantages whenyoudorunintocompetition howmuchscale marketcaptureisnecessarytowin Capturingscaleresources aretherealimitednumberofkeyscarceresources e g scientists storelocations thatyoumustcapture Determinelevelofrolloutaggressivenessthroughcarefulbalanceofstrategicandoperatingrisk Operatingrisk Strategicrisk 20 AT CZG002 120199Coyne MSTR Risk VelocityNumberofstoresaddedinthatyear Withlowstrategicr