Obtain

Advisories: These examples contain warnings and advice that should be considered as you are using the approach to cost improvement described below.

Examples: We offer brief write-ups for each method describing a situation where the idea is used or implied. Use these supporting examples in order to expand your range of ideas. These examples are neither mutually exclusive nor collectively exhaustive.

We offer you both a short version and a long version of some of these products and services concepts. We have enough examples of some of these concepts to expand the concept into more specific concepts with their examples. Use the short version to complete your innovation in less time. Use the long version for more in-depth innovation.

Intermediary Customers Purchasing from the Producer of the Product. Each of these costs represent steps an intermediary or channel customer must take in connection with the product:

Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.

1. Knowledge: Increase the customer's knowledge and understanding of the company and its products

   1. Company and products – Help customers recognize and recall name of company and its products

      1. Warnings and advice Examples>>

      2. Create brand for company or product Examples>>

   2. Relative benefits – Help customers understand the unique benefits of your product

      1. Warnings and advice Examples>>

      2. Establish reputation for brand Examples>>

      3. Deliver brand message to customers Examples>>

   3. Process where product is used – Explain how product can or should operate in customer cost system Examples>>

2. Resources: Reduce resources required for the use of the product

   1. Money – Reduce the money the customer uses with the product. For more ideas on using pricing, please see the Improve/Pricing section of StrategyStreet.

      1. Reduce the level of payment for use of the product Short Examples>>
         Long Examples>>

      2. Reduce the customer's spending on People, Purchases or Capital costs the customer uses with the product itself Short Examples>> Long Examples>>

      3. Improve the customer's profits directly Short Examples>> Long Examples>>

   2. Time – Reduce the time the customer must spend with the product

      1. Reduce steps the customer must use with the product Short Examples>> Long Examples>>

      2. Improve wait times in the process Short Examples>> Long Examples>>

      3. Help customers obtain and use related products Short Examples>> Long Examples>>

      4. Customize the product functions for the customer's use Examples>>

   3. Energy – Reduce the energy the customer uses with the product

      1. Effort – Reduce the physical constraints on the customer Short Examples>>
         Long Examples>>

3. Experience: Enhance the experience the customer has with the product

   1. Add new appeal to the senses Examples>>

   2. Associate the company or the product with an image to increase customer pleasure in using the product

      1. Project an image of the or capabilities of the firm Examples>>

      2. Project an image of the values of the firm Examples>>

   3. Increase the customer's sense of security with the product

      1. Warnings and advice Examples>>

      2. We can fix problems promptly Examples>>

      3. Your investment is safe Examples>>

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Basic Strategy Guide Users Go To Step 18

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