Affinity is Different From Love
Affinity is described by Merriam-Webster as 1.) an attraction to or liking for something, and 2.) likeness based on relationship or causal connection.
Customers may like many different companies, but when it comes to affinity, there are few firms that make the grade. So what is it, this word affinity, and how is it different from love?
Software Platforms of the Future
A very important trend to watch in 2007 will be the ongoing efforts to separate the operating system from the platform (the APIs and user interface that an application interacts with).
Key players in this movement include Adobe’s Apollo and Microsoft WPF/E.
Deliver
Go To Market Planning & Optimization
“How do I make it happen?”
Congratulations, you’ve created a wonderful product. Now how do you make sure people will actually buy it? Picking the wrong channel, price plan, or marketing mix will at best leave a lot of money on the table, and at worst can sink your product before it even gets a chance. You should put as much energy and insight into the marketing and distribution of your product as you did into its design. We’ll help you understand customer buying patterns and channel structures, and we’ll work with you to craft the optimal mix for your product.
What we deliver:
Go to market planning. How do your customers make purchases and what motivates or prevents them from pulling the trigger now? Should you sell direct or go through a VAR? Should you focus more on PR or advertising? What sort of volume discounts should you offer? We dig out the data you need to answer these questions. We start by listening - to you, to analysts and industry insiders, to current and potential distribution partners, and to your existing and potential customers. Our diagnosis of the market and your place in it will provide new insights into customer buying behavior and unforeseen market forces. We use these insights to help you create a detailed market plan with the right balance of promotion, distribution, and price to maximize your return on investment.
Examples of Our Work
- A leading software firm was confused by inconsistency in its successes across Europe. In some countries its share was strong, while in other countries it was having trouble getting traction. We sized the opportunity in each country and identified the barriers to success. In one country it was important to add three key retailers. In another country another distributor was needed. We also helped the company set the right advertising budget, create short-term promotions, and adjust margins according to local conditions.
Contact us to discuss your market and product definition needs.