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
5.Conclusion

: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

■5.Conclusion

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