Schlagwort-Archiv: Deliverables

The Crux of the right time

Today’s entrepreneurs are at the mercy of a much more volatile world. Perhaps that is the reason why they are looking for the right time. In the past, the development of novelties was well advanced when marketing was put into place. Today, startups begin their PR as soon as an idea as a one page and a business plan describe the enterprise and the first three fiscal years. This enables investors to provide funds for the development of the idea at an early stage. The crux is that at this moment the future proposition is still in a vague state. Everyone has to ask the question: when is the right time to become visible in the market with what level of detail?

In retrospect, with the de facto outcomes in mind, everyone is smarter and knows why something did (not) work. For founders, however, it is helpful to have some indications of the degree of maturity of their novelties beforehand. Additionally to a realistic business plan, the product and/or service should be described in a way that the application context, the deliverable, the design and any extras are clearly outlined.

  • Application context
    Each offer has to be prepared for one or more application fields. This goes from the thematic areas of application, to the geographical locations, to the corresponding target groups, to the respective use cases. A hammer drill is rather not used in a surgery room. Software with a Chinese interface will certainly not be a big seller in Europe. Mountaineers equipment is of no use to the athlete. And only in an emergency, when there is no scalpel at hand, a surgeon will make the tracheotomy with a kitchen knife. What conditions need to be taken into account? Which target group is targeted? What are the typical use cases?
    Therefore: Clarify at least one application context with its conditions.
  • Deliverable
    A deliverable can be a product or a service, or a mix of both. Describe the features or use as well as the required inputs and generated outputs. The service consists of practical, symbolic and economic advantages. Without a sufficient description of the deliverable, you should get out of this meaningless PR loop. There is no point in talking about the best and simplest product or the friendliest and fastest service. What are the technical features of a product? What is the task of a service? How do shape, color and haptic support the application? What makes the application easier for the users? What extras are provided – advice, customer support, financing? What requirements must be met? What are exemplary results?
    Therefore: Describe the product and the customer support as if it had been on the market for a long time.
  • Design
    The design of the deliverable is decisive for the acceptance by the customer. There is no deliverable without having to be designed, since they are all part of the real world. An ugly device will not prevail. An alien user interface repels. The lack of a classified style provides a unique selling proposition, but customers initially have to get used to it. How do you want to be perceived (e.g. best product, customer-driven solution or the most economical deliverable)? Which remembrance can be linked to the customer support? Which categorizations (e.g. style, content) are possible? How clearly do you want to position yourself?
    Therefore: Design the deliverable in such a way that the desired target group is reached and convinced.
  • Packaging
    The packaging has to fulfil certain tasks – which you can see in the many unboxing clips on YouTube. The packaging should be considered from the beginning. It is used for protection, storage and transport. With the appropriate design, it serves as advertising space and also promotes sales. In the case of customer support, packaging covers the shop layout, the staff clothing and the ergonomics of the website. What packaging does the product need? In what context is the customer support presented?
    Therefore: Create appropriate packaging for the product and the customer support.
  • Extras
    Today, all offers include supplementing components such as accessories and extras that provide further incentives to buy. More and more complex deliverables require more and more professional advice and customer support. Sustained customer loyalty is promoted through informative newsletters and a lively online community. An added guarantee and favorable financing round off the proposal. Which extras can you offer additionally? How can you skillfully advice your customers? What other gadgets can be proposed?
    Therefore: The completed assortment should plan appropriate extras right from the start.

Even if this effort may seem very high, you should be aware that it is very difficult to develop marketing for something that yet cannot be explained in detail. The crux of the matter is when are you sufficiently prepared. In any case, there is a lot to be said against starting marketing early, with the first idea, or very late, when everything is finished. If people want to know more details, it’s probably not enough. If they’re waving off due to too much information, it’s probably too much.

Bottom line: The tendency of start-ups to develop their websites early on and to plan the corresponding marketing measures is clumsy, as a lot is still changing and must be adapted subsequently. The first step, in any case, is the preparation of the product and/or service: description of the application context, the deliverable, the design and the packaging as well as the extras. The crux of the right time is left over. The main thing is that you do not become active too early or too late.

Where do I want to go?

The longer an enterprise exists, the more with difficult it is to maintain the enthusiasm. An impressive illustration of the direction and the goals produces the necessary energy to keep the momentum during the activity. This is valid for teams and particularly for each person – inclusive oneself. This direction can be more or less extensively prepared as a text, a metaphor or an image. Remember the following visions:

  • … before this decade is out, of landing a man on the Moon and returning him safely to the Earth? (J.F. Kennedy)
  • … a computer in each household? (Bill Gates)
  • … ideas worth spreading? (Chris Anderson)

These future pictures from the past are already accomplished. In order to make this happen, it needs many people and much time. The direction becomes tangible by defining the strategy (where you want to go) and motivates the involved people to take part during a longer period.

Strategie03Miss

The following parts provide the comprehensive picture of the future.

  • Vision
    Through the easily conceivable picture of the desired future, the vision, the creativity of the involved people becomes stimulated and creates momentum that prevails for a long time. At best it affects, if it is described in a way, as if it already would be reality.
  • Mission
    The general assignment, the mission, includes the expectations of the decision makers. The mission produces a view of target states similar to the vision. Additionally, it contains the expectations of the leadership team with their assumptions and a consistent explanation, including what should be done, for whom, and what it makes special.
  • Influence factors
    The description of the influence factors (i.e. the critical success factors, the favored value discipline as well as the strengths, the weaknesses, opportunities and risks) shows the involved people the external framework that should be expected during the realization.
  • Strategic direction
    The generally targeted trends create focus for the people involved. It enables them to bring in their competencies. For example, the will to grow or shrink explains additionally, what is intended to be reached, see here.
  • Strategic goals
    The strategic goals are the framework for breaking down the aims. At the same time, it shows a compact overview of the intentions. Make sure that the highest level covers the entire topic.
  • Strategic core
    In the future the core competencies, the core processes and core deliverables become more and more important, since overarching cooperation’s take place more frequently in different constellations (e.g. across locations or enterprises). Clarify the substantial abilities for your deliverables. Limit yourself on those aspects that you actually need for your value creation. Last but not least it is important to assign the products and services that have to be produced to each unit or person.

Bottom line: In times, when everything is possible, it is important to determine your own future. The strategy, described as clear as possible, is the pre-requisite for the ever more frequent cooperation in various groupings. It ensures that all people pull the rope in one direction and at the same time that only a few friction losses arise from conflicts or misunderstandings.

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