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Pratyasha Saha
30-09-2020
Client-side
Something wasn't clicking in bars!
Problem
B̶i̶g̶ ̶D̶a̶t̶a̶ ̶-̶ ̶A̶n̶a̶l̶y̶t̶i̶c̶s̶ ̶-̶ ̶Q̶u̶a̶n̶t̶i̶t̶a̶t̶i̶v̶e̶ ̶A̶p̶r̶o̶a̶c̶h̶
Promotional products => No value!
Social Anthropologists
Immersed in the lifestyle
Unaware! Not willing to be aware!
Observing people
200 hours of Videos, Notes, Photographs
User-side
PROBLEM?
Biggest deficit: Lack of customer insight.
It may be possible to predict a customer's next mouse click or purchase, but no amount of quantitative data can tell you why she made that click or purchase.
Experience Life!
Phenomena
Client Needs
How can OS reduce attrition?
How do our customers experience e-learning, and why are they leaving?
How can we create a premium offering?
What is a good learning (offline/online) experience?
What is the role of learning (offline/online) in Bangladesh?
What should be our go-to-market approach for e-learning in Bangladesh?
Observation
Themes
• How does education (online/offline) impact everyday life?
• How does technology (mobile/PC/SM/others) impact everyday life?
• How do they plan their everyday lives?
• How do they variously perceive quality education care?
• What are their aspirations for care?
• What are their study/teaching routines?
• What are their crucial needs and challenges?
• What are the key decision processes choosing products/accessories?
Spend days with the students, observing them with their friends and families, on the street, and, perhaps most important, when trapped at home being embarrassed or anxious about their study condition.
In addition, spend day with mentors
in order to understand the way they choose products and their concerns about money, popularity, tuition perceptions etc.
Observables/Pain-points
Habits and practices informing users' behavior and choices
Why we are lagging?
- how e-learning facilities affects life/routines/plans
- how social stigma builds up,
- roles of trust.
- Could social stigma explain why students avoid OS service?
- Do students have different standards of learning at home and elsewhere?
- How are their study affected by OS?
- What happens to a person's identity/life/study progress when she opt for e-learning?
Underlying causes of those habits and practices
Existing
Cannot build trust -- Review System
Heavy data consumption -- Whiteboard
Cannot contact mentor -- Mentor reaching option
New
Spends time in TBD/FB -- An essence of social media
Believes in short time reward -- Gems
Loves to play games -- Gamification
Interested in learning new skills -- ECA courses
Spending weeks or even months preparing a comprehensive plan for how the company will invest in existing and new assets and capabilities in order to achieve a target—an increased share of the market, say, or a share in some new one. The plan is typically supported with detailed spreadsheets that project costs and revenue quite far into the future.
By the end of the process, everyone feels a lot less scared.
Hard choices
C̶o̶m̶f̶o̶r̶t̶a̶b̶l̶e̶
Apprehensive
E̶l̶i̶m̶i̶n̶a̶t̶e̶ ̶r̶i̶s̶k̶s̶
Increase the odds of success
Hours of thorough and careful research
Simple
Rough-and-ready process (Apple Inc)
Realistic
Inevitable conclusion
CT 1: Strategic Planning
CT 2: Cost-Based Thinking
For costs, the company makes the decisions. But for revenue, customers are in charge.
CT 3: Self-Referential Strategy Frameworks
N̶o̶ ̶l̶o̶n̶g̶e̶r̶ ̶i̶s̶ ̶t̶h̶e̶r̶e̶ ̶a̶ ̶n̶e̶e̶d̶ ̶t̶o̶ ̶m̶a̶k̶e̶ ̶a̶n̶g̶s̶t̶-̶r̶i̶d̶d̶e̶n̶ ̶d̶e̶c̶i̶s̶i̶o̶n̶s̶ ̶a̶b̶o̶u̶t̶ ̶u̶n̶k̶n̶o̶w̶a̶b̶l̶e̶ ̶a̶n̶d̶ ̶
u̶n̶c̶o̶n̶t̶r̶o̶l̶l̶a̶b̶l̶e̶ ̶t̶h̶i̶n̶g̶s̶.̶
Choose
WISELY
Rule 1: Keep the strategy statement simple.
Focus your energy on the key choices that influence revenue decision makers—that is, customers. They will decide to spend their money with your company if your value proposition is superior to competitors’. Two choices determine success: the where-to-play decision (which specific customers to target) and the how-to-win decision (how to create a compelling value proposition for those customers). There is no reason why a company’s strategy choices can’t be summarized in one page with simple words and concepts.
Rule 2: Recognize that strategy is not about perfection.
Strategy always involves a bet.
Rule 3: Make the logic explicit.
For your choices to make sense, what do you need to believe about customers, about the evolution of your industry, about competition, about your capabilities? It is critical to write down the answers to those questions, because the human mind naturally rewrites history and will declare the world to have unfolded largely as was planned rather than recall how strategic bets were actually made and why. If the logic is recorded and then compared to real events, managers will be able to see quickly when and how the strategy is not producing the desired outcome and will be able to make necessary adjustments.
#1
Agile vs Waterfall, Why MVP?
#2
Competitive Advantage, Market Segment, Efficiency Frontier
#3
Four R's of Customer Experience (Recog, Request, Respond, Repeat)
Chicken and Egg Problem (Fundamental needs vs deeper connection with customers)
#4
Many more on Connected Strategy (continuous, low friction, personalized)
#4
For any questions: pratyasha@mainframes.ltd