Personal MBA: Distribution Channel

How you choose to get your product or service into the hands of your customers is an important decision, and affects multiple aspects of your business. According to Kaufman, your distribution channel “describes how your form of value is actually delivered to the end user.”

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Personal MBA: Value Stream

Kaufman describes in this section the concept of a value stream. He defines it as, “the set of all steps and all processes from the start of your Value Creation process all the way through the delivery of the end result to your customer.”

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Personal MBA: Value Delivery

The make or break point for any business, or any employee for that matter, is whether or not they can deliver value. Can you provide value to your customers or your boss? In the context of business, Kaufman describes this process as, “everything necessary to ensure that every paying customer is a happy customer: order processing, inventory management, delivery/fulfillment, troubleshooting, customer support, etc.”

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Personal MBA: Barriers To Purchase

Why does your sales pitch end in a no? According to Kaufman, it’s because you’ve given up too quickly, and you haven’t sufficiently addressed your customer’s specific barriers to purchase. After all, Kaufman explains, they wouldn’t be talking to you if they weren’t at least a little interested. Kaufman points out five standard barriers to purchase:

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Personal MBA: Free

Giving away free products or services is a classic marketing strategy and a great way to gain attention. Kaufman notes, however, and this has also been true in my experience that you better make sure you're giving away something of real value.

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