Share these talks and lectures with your colleagues
Invite colleaguesWe noted you are experiencing viewing problems
-
Check with your IT department that JWPlatform, JWPlayer and Amazon AWS & CloudFront are not being blocked by your network. The relevant domains are *.jwplatform.com, *.jwpsrv.com, *.jwpcdn.com, jwpltx.com, jwpsrv.a.ssl.fastly.net, *.amazonaws.com and *.cloudfront.net. The relevant ports are 80 and 443.
-
Check the following talk links to see which ones work correctly:
Auto Mode
HTTP Progressive Download Send us your results from the above test links at access@hstalks.com and we will contact you with further advice on troubleshooting your viewing problems. -
No luck yet? More tips for troubleshooting viewing issues
-
Contact HST Support access@hstalks.com
-
Please review our troubleshooting guide for tips and advice on resolving your viewing problems.
-
For additional help, please don't hesitate to contact HST support access@hstalks.com
We hope you have enjoyed this limited-length demo
This is a limited length demo talk; you may
login or
review methods of
obtaining more access.
Printable Handouts
Navigable Slide Index
This material is restricted to subscribers.
Topics Covered
- Successful product launch
- Influencers
- Industry analysts
- Cost estimation
Talk Citation
Addison, E. (2024, August 29). Initial market penetration [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 2, 2024, from https://doi.org/10.69645/OCMQ4611.Export Citation (RIS)
Publication History
Other Talks in the Series: Key Concepts: Managing New Product Launches
Transcript
Please wait while the transcript is being prepared...
0:00
Welcome back. This
is Ed Addison.
I'm with NC State University and
this program is Managing
New Product Launches.
This is Session 5, Initial
Market Penetration.
0:14
Today we're going to talk about
product positioning and
initial market penetration.
Just to review,
product positioning
answers the question
who, why and how.
To whom are you marketing?
Why should they buy it and
how do we best make that claim?
0:32
Before going into to the subject
of the market penetration,
I want to talk briefly
about the business model.
The business model
answers the question,
how are you going to make money?
0:44
In order to answer
the question how you're
going to make money,
let's go to your customer.
Your customer is the
person or company who
pays you and that
person or company
may or may not be the user of
your product but the sponsoring
organization perhaps.
For example, when you
do a Google search,
you are not the customer,
the advertiser is.
So, focus on who your customer
is and answer these questions.
What are they paying for?
Specifically, what are
the line items that
they're paying for and
what are the price metrics
you're going to use
for those line items
and are there users
who are not payers?
These users are not
the customer that you
want to focus on,
but you want to focus
on the actual person
who pays you and what
are they paying for.
If you can answer that question,
then you know what your
business model is.
1:35
Now, I'm going to
talk about steps to
a successful tech
product launch.
Once you know who your customer
and your business model is,
we can talk about how to
penetrate the market
with your new product.