VentureWell July 28 2017 CUSTOMERS ARE THE MOST IMPORTANT PEOPLE FOR ANY BUSINESS Q Is My Center a Business Is it here for the benefit of customers Does it have paying customers Do I need to invest resources to maintain ID: 781599
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Slide1
Scouting, Connecting and Building Industrial Relationships to Grow Membership
VentureWell
July 28, 2017
Slide2CUSTOMERS ARE THE MOST IMPORTANT PEOPLE FOR ANY BUSINESS
Slide3Q: Is My Center a Business?
Is it here for the benefit of
customers?
Does it have paying
customers?
Do I need to invest resources to maintain
it?
Do I need to manage relationships to make it
run?
Does it require
vision/leadership?
Is there a succession
plan?
Slide4My Center is a Hobby if...
It
costs more to run than it takes in
It would die without me
Customers/Members
needs come second to mine
Customers?
Slide5What is the number one reason why a business fails?
YOU BUILD SOMETHING NOBODY CARES
ABOUT
Slide6What Business is my Center in?
Generating proposals and expecting to obtain funding for cutting edge research
Servicing industry members on what they won’t or can’t afford to do on their alone
Engineer/Scientist minting and recruiting
IP
licensing
Technology Commercialization
C
orporate networking
Company-launching
Anti-antitrust
Workshop
delivery
Slide7Business Value Proposition
Value
proposition is a clear statement
that
Explains how your product/service
solves customers' problems
or improves their situation (relevancy
)
Delivers
specific benefits
(quantified value
)
T
ells
the ideal customer
why they
should buy
from
you and not from the competition (unique differentiation
)
Slide8A
VALUE PROPOSITION
IS KEY TO ATTRACT, CONNECT AND BUILD MEMBERSHIP (CUSTOMERS)
Slide9Core Value
Proposition Considerations:
Who
are my
customers (beneficiaries)?
How
are they
segmented?
What needs do they have?
What problems
are they trying to
solve?
What
opportunities are they
pursuing?
Why
do they care about
you?
How
can they derive value from
you?
Slide10Who Are My Center Customers (beneficiaries)?
Two Primary Customer Segments (6
sub-segments
):
People
that sit on my IAB
(Members)
For
Profit
Non
Profit
State/Local/Federal
People
within my Academic
Institution
Administration
Faculty
Researchers
Slide11Customers or Beneficiaries are not institutions but ‘individuals.’ Am I talking to right person?
User
Influencer
Recommender
D
ecision maker
E
conomic buyer
S
aboteur
Slide12How is the Value Proposition connected to Customer Segments?
Slide13How can I connect the Value Proposition to all my Center functions?
A
Business or Mission
Model Canvas
is a strategic management and lean startup template for developing new or documenting
existing
business
models.
Slide14Mission Model Canvas
Slide15Your Value is ever-changing
Does
technology
evolve or change?
Do
new threats appear on the
horizon?
Do your
customers
change?
Do
markets
change?
Are
there new entrants into you
market?
Slide16Where are you in Life Cycle?
Slide17What is the number one reason why a business fails?
YOU BUILD SOMETHING NOBODY CARES
ABOUT
also known as:
You do not deliver a benefit/value that enough customers want
Slide18Typical excuses/answers when membership is low:
The
members were too cheap
Have
you heard of this thing called the recession?
We
ran out of resources before we got traction
The
IP policy in our industry is handled differently
Our
administration undermined our efforts to attract members
The
Industry Members couldn’t understand the value we were providing them
Slide19Overall Issue
Slide20More typical initial members’ feedback
“We don’t care about
XYZ
research
”
“
What you have isn’t what we need
”
“This topic
is
dead in industry”
“
IUCRC are nice, but
”
“
What do you mean a
Center for Multifunctional and Parallel Processing of Discrete
…
?”
“
Why would I work with the IUCRC, I already have a project with
your university?”
Slide21So
Slide22What We Need?
You must clearly
understand what
your customers/beneficiaries need and want.
Your
value proposition
must clearly connect to IAB member’s needs.
You must
offer something unique and avoid selling an unclear membership
value.
Slide23Now What?
Slide24The Charge
5
tables: Planning through year 3
2
tables: year 4- 6
1
table: year 7-15
One
breakout room (
Heath
and
Dorn)
What
new value
propositions
can I use to attract
and grow membership?
–
Use VentureWell Value Proposition Exercise form.
At
the end of the session each table will report out their findings
Slide25Resources
Talkingtohumans.com
bit.ly
/
llpcdvs