The final phase of customer development is Company Building, when a little-known startup turns into a full-fledged manufacturing company. Now the main problems should not be related to the positioning of the product on the market and sales volumes - if everything is done correctly, these problems will never return. What tasks does this stage of customer development set and solve? Firstly, it is ensuring quality and increasing market share, and secondly, it is developing the production itself. And here are some tips from experts on this topic:
Attracting new consumers
The initial target audience mom database is an extremely important circle of consumers who, ideally, should be in the greatest need of your new product. However, this audience, unfortunately, cannot be wide. According to statistics, it makes up no more than 5% of the market for this product, so it is necessary to make efforts to attract the maximum possible number of other groups of buyers to purchase. Here you will need to reach the category of ordinary consumers - here are their main features:
They are not looking for a quick solution to the problem; stability of access to the solution product is important to them.
These people are indifferent to favorable reviews. However, they are influenced by positive feedback from people close to them (not necessarily relatives, but simply acquaintances who are closer than random fellow travelers on the subway).
Ordinary consumers are able to maintain demand at a constant level much longer than the most interested clients from the very first target audience (the latter generally like to switch to everything new).
Attracting new consumers
Policy Statement
This is a slogan that describes the main target function of the company. For the car manufacturer Volvo it is “To create the safest cars in the world”, for PayPal it is “To create the most convenient, secure and cost-effective solution for online payments”. After reading such a slogan, you understand exactly what goal this company puts at the forefront. Moreover, this priority allows the company's team to unite and think in one direction, which significantly increases the efficiency of their work as a single team.
Quality of management
In order to be confident in the future, your team must be able not only to work to the point of exhaustion, spending sleepless nights processing the results of marketing research, but also to show even results, as they say, over long distances. Employees and partners must be loyal, insightful and pragmatic, able to calculate their own strengths and understand what the situation requires of them.
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