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Strategy to catch & turn small & medium businesses into profitable customers (sme) through mass customization, digitization... by Livosphere - www.livosphere.com
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Catching the small fishes ®
How to turn small businesses into
customers and being profitable ?
Dimitri Carbonnelle
How do you catch small fishes ?
Dimitri Carbonnelle (SFR)
You go direct ?
Weight Ratio
1 / 85 000 000
How ? Swallow huges amount of water and
filters it out to keep the krills
No intermediaries but …
Weight and Speed ! Dimitri Carbonnelle (SFR)
You go indirect ?
Weight Ratio
1 / 5
Quicker and slimmer but …
Depends on each part of the chain to eat
How ?
Dimitri Carbonnelle (SFR)
In between ?
Weight Ratio
1 / 3000
Less dependant but
Shark’s Prey
How ?
Dimitri Carbonnelle (SFR)
Small Businesses on the Long Tail
Nb of companies
Size / Value
per company
How do you get those
without becoming a whale ? Dimitri Carbonnelle (SFR)
What’s different about Small Companies ?
Large Medium Small
Price
Cost
• Higher price BUT
distribution and sales force costs can outweigh it
• Expectations close to medium and large companies
Dimitri Carbonnelle (SFR)
Potential
Sales Costs
Impact ?
Oversized (B2B solutions)
Undersized (B2C solutions)
• From Small Business perspective
Vs Vs
• From vendor’s perspective
Too fragmented Too expensive to cover
Dimitri Carbonnelle (SFR)
Untapped Market
Opportunity
Goal :
Provide the fittest solutions
at the most appropriate cost
Dimitri Carbonnelle (SFR)
How can we handle it ?
So you can Focus on the Value
• Eliminate
Too much customisation
• Move
Administrative &
repetitive tasks
• Digitize
All tasks that can be
done directly by customer
Dimitri Carbonnelle (SFR)
Eliminate : Too much customisation
B2B
Standard
Customized
B2C Mass
Customisation
Modular
Dimitri Carbonnelle (SFR)
Mass Customisation
Move : Mix B2B & B2C selling strategies
B2B
B2C
Dimitri Carbonnelle (SFR)
Move : Massive Catching
Use B2C techniques to
- Build and qualify your database
- Filter out
- Get « Sales Ready » Leads
Use B2B techniques to
- Deepen customer needs
- Adapt offer
- Transform into sales
Dimitri Carbonnelle (SFR)
Digitize : Self-Service
Reduce the hassle of the customer and yours …
- Self Customisation through internet (web/mobile)
- Direct access to billing info, analysis
- Self - adaptable offers
Dimitri Carbonnelle (SFR)
Focus on value
Optimize costs at your customer :
- Reduce unnecessary costs
(unused lines, inadequate offers…)
and increase customer loyalty
Offer real solutions to solve customers issues
- Critical applications
- Solutions for their Sales Reps,
Technicians…
- Help to build partnerships
Dimitri Carbonnelle (SFR)
Key Messages
• « Blue Ocean » Market Think out of the box
• Mix B2B & B2C Strategies
• Adapt your organisation to fulfill SME needs
without jeopardizing your margins :
- Industrialize your solutions & processes so they are reusable
- Push digitization : Self Care, Self Buy, Self Customize…
- Make it simple for your customer and you !
Dimitri Carbonnelle (SFR)
Questions ?
Dimitri Carbonnelle