Author: animeshjmathur

Single Target Market – again

differentiation, differentiation, Marketing, Positioning, Product Management, segmentation

I can’t stop myself from seeing the magic of focusing on only one small segment of the market.

Today I was working on one offering after my team had yesterday isolated 3 possible segments based on data. Based on data I was to work on identifying the right niche for this product.

I have mentioned multiple times earlier and would like to recommend the podcast at Morecheeselesswhiskers.com. By far its one place where you will see how Dean Jackson goes about analyzing single target markets.

Coming back to my experience today. I first eliminated 2 of the markets because there was nothing to create a common strategy.

Then I  came to what we club  – as BFSI – Banking, Finance,  Securities and Insurance.  As I stated thinking about the geographic differences that can come into these customers.  So I decided to stick to just North India.

As I started to think of the conversation going on in the minds of my audience I realized that I was thinking of the marketing heads, the CTO, the CIO. All 3 would have different things which keep them up at night.

While these differences not enough , I realized that even the marketing head of an insurance company would have different concerns than the marketing head of a securities company.

So now we had brought down our single target market to just the marketing head ds of insurance companies in North India. However I still have a nagging feeling that I may need to splice this further. But we will leave that for another day.

Till next time then.

Carpe Diem!!!

The tide will turn – once again

Affirmative action, confidence, Health

I had written a post similar to this about 8-9 months At that time we did not have the Covid vaccine. This time we have but still these are crazy times. When you hear thousands of people dying everyday, in the news, it’s natural to feel dreadful about your personal future. You can be fearful or you can be hopeful its a choice that you make everyday.

However history has had various events and the human race has adapted and come back stronger always. Whether these have been related to hurricanes or the plague the human spirit has always ensured that we survive. Eventhough across the world millions are getting vaccinated everyday, the virus is also become smarter and is mutating even more viciously. Let’s ensure that we maintain social distancing and bring down the compounded daily growth rate of the virus.

The tide will turn – Always

So during this time you could see all the problems, you could binge on watching movies and serials on TV and feel even more depressed.

Or you could think of what else you can do to brighten your future. This is not about just positive attitude. Its about affirmative action. The surfer takes advantage of the tide to get his momentum, the airplane takes advantage of the air resistance to fly.

Get prepared while you are locked down so that you can be stronger to face the future. Get trained – there are so many universities offering free courses. Or get trained on products – so many consultants, OEMs are offering free training.

We have a bright future ahead, let this “reset” time that nature has given us, not go waste.

Carpe Diem !!!

The negative effects of compounding – Covid second wave

compounding

I talk a lot of the magic of compounding and how it helps in various areas of life.

Last year in the middle of the pandemic I had written about how compounding was giving power to the virus and if we don’t bring down the rate then the virus will only keep growing forever. It will follow a pattern similar to the Fibonacci pattern in the picture.

Last year in most countries people exercised restrain on their own or the governments did lock downs to ensure that people maintain distance since that was the only way to protect yourself.

Suddenly in India in the last week or 10 days the virus has again started compounding at about 40% per day. Even though in most parts of the country over the last year we have built the necessary infrastructure, nothing can match the problems that can arise if the compounding takes place at this pace.

Eventhough we are doing massive vaccination at close to about 2 million people in a day, it takes time for the antibodies to build . But people have taken this issue so lightly that the virus has used this opportunity to make such a massivee comeback.

The only way to control this virus is to keep distance from each other because you never know who is a asymptomatic carrier of the virus.

To all the readers of my blog, pls stay safe in your homes as far as possible,

Till next time

Carpe Diem!!!

Personal Differentiation- Part II

B2B, differentiation, Marketing, Product Management, Sales

I look at marketing and sales being part of the same activity group. While sales is done face to face or via phone, in person,  marketing is done without being in person.

That being the case, while there has to be differentiation with respect to your products and services, when marketing,  when selling the customer should be able to clearly see a value in interacting with you as a person.

In my last post on this topic I  listed some points to make yourself more endearing to customers.

If you can be remarkable in your ability to deliver value to the customer, the customer will remember and refer you also.

But the key is that you need to be very good.

Till next time then.

Carpe Diem!!!