Scanning helps to understand the context of your preferred future – where you want to go.

Coffee%or%Tea??%

"We%will%con1nue%to%accelerate%the%new%store%buildup%and%so%go%from%750%stores%today%to%over%1,500%by%2015”%–%STARBUCKS%GLOBAL%

Coffee%or%Tea??%

03#November#2009###“Nearly%400%jobs%are%to%go%at%Twinings%as%Britain%falls%out%of%love%with%posh%tea.%%

The%tea%producer,%which%has%been%marketed%by%Stephen%Fry,%said%it%is%closing%its%

Newcastle%teaFpacking%factory%with%the%loss%of%260%jobs%and%130%are%going%at%its%

Andover%plant%in%Hampshire.%ProducNon%is%moving%to%Poland%and%China.”#–#LONDON#EVENING#STANDARD##

Goin’&Bananas&

COLLABORATORS&

COMPLEMENTERSCONTEXT

COMPETITION CUSTOMERS

COMPANY

“5Cs PLANNING”

EXTERNAL-MICRO(collaborators)

EXTERNAL-MACRO(context)

EXTERNAL-MICRO

(competition)

EXTERNAL-MICRO

(customers)

INTERNAL

“5Cs PLANNING

”

customers

3. consumer behaviour

2. needs analyses4. buying cycle

1. who are your customers?

1. who are your customers?

now

before

never

how they are segmented now?

how ELSE they can be segmented?

now BUT…

• novice triers • alternative users • non users ever since • Economizers

• lapsed users • lost users

• occasional users • Selective users

• new solution seekers

new users new usage

extended users more usage

identifying UNSERVED, UNDERSERVED MARKETS

M. SIZE CAPACITY TO ACCESS

seg A 3 very good

seg B 4 not so good

sec C 1 not so good

sec D 2 very good

*do this per cut

you A B

PPV1 1 3 2

PPV2 3 2 1

PPV3 2 3 1

PPV4 2 1 3

*for resulting TM

2. what are their needs?

what are their FUNCTIONAL needs WHEN “HIRING” YOUR PRODUCT?

what are their EMOTIONAL/ SYMBOLIC needs?

what are their SOCIAL needs?

what are the PAINS & GAINS/ BIGGEST HEADACHES associated with trying to meet

their needs?

h"p://www.businessmodelgenera5on.com7

3. consumer behaviour

UAI$$

•  Brand$awareness$

–  Brands$aware$of$

–  Adver0sing$awareness$

–  Sources$of$awareness$

$

•  Usage$behavior$–  Product$category$use$(or$why$not$used,$

never,$or$why$not$anymore)$

–  Size,$variants$$mix$

–  Usage$frequency$

–  Who$uses$

–  Who$else$uses$

–  When$product$is$used$

–  Product$usage$

–  Brands$tried$

–  Brands$last$used,$previous$to$last,$used$most$oEen$

–  Brand/s$used$presently$

•  Purchase$Behavior$

–  Where$last$purchased$

–  Where$most$oEen$purchased$

–  Frequency$of$purchase$

–  Size$mix$of$purchase$

–  Quan0ty$last$purchased$

–  Price$paid$

–  Alterna0ve$in$mind$during$last$purchase$

–  Brand$availability$

–  What$else$bought$with$brand$

$

•  Product$Experience$–  Product$aJribute$desired$

–  Likes$about$exis0ng$brands$

–  Dislikes$about$exis0ng$brands$

–  Ra0ng$of$compe0ng$brands$on$aJributes$target$market$

–  SocioOdemographics$data$

–  Media$habits$

Needs/$wants?,$Gaps$in$market?,$Posi0oning$

leads,$new$product$opportunity$$

Distribu0on,$product$extension,$packaging$

opportunity/$pricing$level/$indirect$&$direct$

compe00on,$placement$standard$Adver0sing$effec0veness,$gaps$between$share$

of$mind$&$share$of$market$

Market$size?$Poten0al$size?$How$to$aJract$others?$

Direc0on$for$marke0ng$communica0on,$new$use/$user/$

new$usage/$more$users$opportunity,$extension$

opportunity,$brand/s$trial$&$loyalty$incidence,$est$market$

share$

4. buying cycle

PROBLEM IDENTIFICATION

when, where, how does it happen

INFO SEARCH where buying info is sought

EVALUATION OF ALTERNATIVES

PPVs in evaluating options

PURCHASE DECISION who, when, how, where decision is made usually

POST-PURCHASE how it is managed

COMPETITION

MAJOR PLAYERS

INDUSTRY STRUCTURE

“COMPETITION LEVEL”

LOGIC OF INDUSTRYrules of the gameindustry KSFs

“economic” structureusual finance configurationprevailing technologyentry/ exit barriersindustry policies

those who offer similar products/ solutions?

strategies, business models, tactics?

*SEE PORTER’S 5 FORCES OF COMPETITION

CONTEXT

SOCIAL/CULTURAL

ECONOMICTECHNOLOGICAL

POLITICAL/ LEGAL

ENVIRONMENTAL