If this is about market segmentation, surely an existing customer focus sounds counter-intuitive? Why would anyone hire a consultant to get the business that they already have, that’s what we have our existing team for. The truth is, when we look at the classic Ansoff Matrix, we understand that the lowest risk expansion we can take is market penetration. Our existing customers and existing product lines. Within this area, there can be many different customer segments, but how do we ensure we are serving them all to maximum effectiveness, for a start, are they buying all of the product lines they could be buying? What can we do to increase our top line revenue, without adding huge conversion cost elements and maximise our return on sales?
Following our proven process driven approach, we can review current market segmentation within a business, support with an action plan of who to target, how to approach the opportunity and deploy the tools that allow us to win more business.
Know what your customers want most and what your company does best. Focus on where those two meet.
Being in business is all about taking risk, but good business is about mitigating and offsetting it effectively. At some stage, through choice, judgment or opportunity – businesses will need to at the very least review market development or product development. To whichever extent, greater or lesser that may be.
Understanding what new customers may look like, what your value proposition to their needs is, and creating the channel in which to sell to them is just a number of ways of mitigating risk when considering market development. Product development follows a similar pattern of must haves to mitigate risk, at Akcela we strongly believe that product development should be driven from your existing customer base. Just like is demonstrated in the Ansoff matrix, the closer this new product sits to your existing customers, the lower the risk. A good strategy to deliver this, reduces this risk even further.
Diversification by its very nature carries the most risk of any market segmentation activity. Akcela utilise our core team of management consultants to bring in skills that include brand strategy, organisational alignment and channel identification, sales process and full implementation strategy to create a roadmap that can support your businesses diversification strategy.