INNOVATORS EARLY   EARLY  MAJORITY LATE  MAJORITY LAGGARDS

ADOPTORS MAIN  STREET

PERSONALITY TECHIE PRAGMATIST CONSERVATIVE SKEPTIC
VISIONARY
  Technology   Block  purchases
for  own  sake Match   # # #

technology  to   TORNADO # Cost  orientation

Truth strategic   Horizontal Revenue Profit
business   “Ship  It” Highlight  historic  
No  tricks opportunity Product  Leaders gap  between  
“Long  Haul” promise  and  
Basic  Needs,  
Characteristics First  to  get   “Dream”  driven implementation
Service  Leaders Don’t  want  to  
new  stuff
pioneer Best  selling  
“Breakthrough”,   1+  Market
Cheap  or  Low   “leapfrog”  or   technique  is  to  
Simplify  /  Enhance   Incremental   Development hide  or  embed  
cost   “Order  of  
whole  Product improvement technology  in  
orientation magnitude  ROI   Tradition
orientation Expel Mkt Everything  bundled,  
something  else
Prudent
Competitors Share low  price
In  a  hurry CORE  NEEDS
GROW  PROFITS:  SELL: Quality  but  price  
Reduce  Costs,   Simplicity:  single
Design  Service  out sensitive -  Supplier  
-More  products Need  careful   benefit  Responsiveness
-to  more  customers expectation   “Trust”,  “Control” -  Predictability  of  Supply
management Cust.  Referrals “One  Whole  Product”
-more  often -  Software  Control
-at  higher  price  or +
Existence  of  after- “Rational”    (Application  Downtime)
Technology   Partners
   lower  cost market,  
+
orientation VERTICAL infrastructure  of  
Profitable,  
Repeatable  Niches   supporting  products Monkeys Chimps
>40%  M/S
Min  #  of   Low  Cost Niche
Bowling  Alley relationships Commodity Orientated
Mkt Mkt -  “Service  Led  Focus”  :  ZBB Provider Premium  Brand
Leaders Challengers -  Market  defined  by  Customer (END  OF  LIFE)
   Application
Industry  orientation
(diff.  tornado)
-  Focus  on  Economic/
favour favour (ANNOUNCE)      Infrastructure  buyer GORILLA
Design  out

Continuous Discontinuous
 <  CHASM  > -  Eject  all  Competitors  niche
     by  niche
only  can  do  both
product
partners:
Innovation Innovation GENERIC EXPECTED -  Keep  finishing  each  niche AUGMENTED   POTENTIAL HIDDEN
fill  channels
-  paradigm PRODUCT PRODUCT      wish  list PRODUCT PRODUCT PRODUCT
instead
   shock
-  application
PRODUCT  LEADERSHIP CUSTOMER  INTIMACY PRODUCT  LEADERSHIP OPERATIONAL  EXCELLENCE

Probe
-  Revenue/Profits
-  Architecture -  Benchmarks -  Market  Share Respond Learn -  Strategic  Partners Avoid!
-  Schematics -  Product  Reviews -  3rd  Party  Support -  Top  tier  Customers Embed  technolgy  
-  Demos -  Design  Wins -  Standards -  Full  product  line in  something  else
Supporting   -  Trial -  Initial  Sales  Volumes -  Industry  Analyst   What  do  we  have  to  offer   -  Business  press  coverage
Evidence   -  Tech  Press -  Trade  Press  Coverage    endorsements at  little  or  no  cost  to   -  Financial  Analyst  
needed  to  close      Coverage -  Visionary  Endorsements -  Proliferation  of   ourselves  that  the  market   Endorsements
sale   -  Guru    applications would  pay  us  money  for? -  Benefits  articulated  using  own
successfully    Endorsement -  Vertical  press  coverage Bundle  offers,  celebrate      products,  never  a  competitors
little  used  functions  (until  a  
product  feature  is  used,  it  
has  no  value)

©  1995,  Ian  Waring