28 September 2010











06 September 2010

workshop "How to select target customer"

how to select target customer

To know some framework tools
To know how to analyse things by framework

1. Introduction + Warm up activity
2. The importance of targeting customer and place
3. What is "framework"
4. Group Work: select target customer by framework tools

:High or Low question
*Give participants 3 questions about number
*Participants guess the price are "higher" or "lower" than I said
*3 the highest answers are in a group

1. Non alcohol beer:
  on Aug. 3rd, 2010, Santory started to sell a non alcohol beer "All free"
  but one week later, they stopped selling the beer. because 300,000 cases of the beer were sold in a week.
 => Answer: Lower (200,000 cases)
2. i-Pad:
   In US, more than 2 million i-pad were sold in 2 month. it means one i-pad was sold every 3 seconds.
   =>Answer: Lower (every 2 seconds)
3. CR-Z
   it's debut on Feb., 26th, 2010. 8000 CR-Z were sold adn it's a smash hit.
   the cost is about 1,500,000 yen.
   => Answer: Higher (about 2,300,000 yen)

■2. The importance of targeting customer and place
=>It's easy to make more profit when we approach target customr and if we don't decide target it, we cannot sell our product a lot
It's sold 8000 within 3 weeks. it's amazing speed because it's expansive; the cost is more than 2 million yen
One of the reason is Honda selected the target customer....20's and 30's single.
they promoted CR-Z through Mixi (the biggest social network service in Japan) that their target people use.
so CR-Z were sold a lot.
if they selected inappropriate target customer, they wouldn't sell well.

*let participants understand the importance of selecting target customer

■3. What is "framework"
=>It's from logical thinking
=>It's useful to understand things visually
=>There are a lot of framework tools

*Introduce 3 major framework
1) Logic tree
   => ex. Categorize cars
2) Matrix 
   =>  ex. CR-Z relativizsation 
3) Process 
  => ex. process of selecting target of CR-Z

■4. Group Work: select target customer by framework tools
: select target customer of a miner maker products
1) Explain the products and the maker
2) Decide facilitator, secretary and presenter
4) Group work: 10 mins
   =>a)List up categories
   => b) Chose 2-3 categories
   => c) Make logic tree each category
5) Presentation

1) List up TO DO things
2) Make matrix table (horizontal contents: frequency, Vertical contents: need preparation)
3) Grouping TO DO things
4) break down schedule

02 September 2010

proverb=give a fish or teach how to fish=

If you give a man a fish, he can eat it today


if you teach him to fish, he can eat fish everyday.