Just Ask – you never know…..Part 2

In my last post on this topic I shared two real life incidents of how by just asking – they were able to get things. Both the people kept their egos and fear aside and checked and they were able to get things that they wanted.

Today we will look at why most people – including me , many times – end up with the mice rather than the antelopes.

The story goes that a lion is very much capable of capturing mice and eating them. But it does not hunt mice. It hunts antelopes. Mice are to be found all over the place, but antelopes are few and have to be searched. The lions also have to chase the antelopes to capture one of them, because antelopes can run very fast. But the lion still prefers to hunt the antelopes because the calorific value the lion gets by eating a mouse is not worth the effort. But when it hunts an antelope, it can keep the lion satiated for multiple days, so it’s worth the effort. A lot of times because we see the low hanging fruit we chase that, rather than chasing the worthwhile fruit.

Most of us have extremely big egos and / or a lot of fear. That stops us from asking questions. Given a chance most of us would be scared of even opening our mouth in front of a stranger. We would rather accept what is available without asking the question.

So a lot of times what “antelope” could have been yours, just disappears, because you didn’t ask the route to get the antelopes and stuck yourself in finding the “mice” because they were easier to find. Its all in our brain.

Our brain takes its primary role as survival and fears , asking a question may endanger you or your ego (people may laugh at you because you asked a stupid question or people may shout at you). In school I remember I was taught “curiosity killed a cat”. For a long time and quite a few times even now, this comes up at the back of my mind and stops me from asking questions.

But quite often its worth the try.

Till next time then……just ask…..curiosity doesn’t kill cats.

Carpe Diem!!!

Product Management concepts for a consumer company

B2B, differentiation, ideal customer, Marketing, Product Management, Profitability, Risks, single target market

When you see the large venture capital backed companies burning cash month on month you wonder if the general concepts of Product Management / Marketing are valid, these days, for a consumer facing company.

There is one dynamic to keep in mind – the principles of Product Management / Marketing have not changed, what’s changed is the availability of money at extremely low rates – in most developed countries the interest rates are hovering at or less than 1% on bank deposit . In Japan just a few months back interest rates had actually gone negative.

If you keep this in mind where cost of money is so low, people are looking for ways to get a higher return on their investment so the propensity to take risk is higher. If the cost of money would be say at about 5% on bank deposits, then the propensity to put in risk capital would be different. That’s also one of the key reasons that the stock markets are at a record high even though countries have been facing lockdowns.

Now inspite of this these VC based companies are generally not stupid. The VCs do put in checks and balances to ensure their money does not sink.

So the burning of cash is part of a strategy to acquire customers. This would only succeed if the life time value of a customer is known. This principle is true for any kind of product or service you get into. If you know the life time value of a customer then you can actually buy customers because you know that if they are happy they will buy more often from you and also refer others to you.

The second is the convenience factor / inertia factor. Once you have given some customer a good service and they get used to the convenience of working with you, they will generally end up buying from you because the cost of getting another vendor is quite high. In case of B2B customers the number of processes to complete to get a new vendor empanelled are so large that procurement teams want to limit their vendors. In case of consumer products, its so difficult to understand another new “app” to order items. So you go ahead and order again on an “amazon” just because your card is already loaded and you can buy without hassle.

The other factor is critical volume . In the “app” based consumer companies the network effect plays a big role. So the larger the customers and vendors on a platform they feed into each other to create a positive snowball effect. Due to this in any market you cannot have more than two “amazon” or more than two “uber” kind of companies.

In B2B business also something similar happens with critical volume. If you look at it about 25-30 years back there were at least 5-6 prominent ERP vendors including SAP, Oracle Financials, MFG Pro etc. today there are only 2 primary companies in this arena. This is because based on the number of installations, the number of technical people needed goes up, so do salaries so more people train themselves to avail this opportunity. Slowly the availability of trained manpower becomes one of the key reasons to choose a product.

So in my opinion the principles of product management / marketing don’t change. The methods / platforms for delivering the product / service may change as technology changes. In my next few posts I will cover other principles like Single Target Market, Ideal Customer profile etc.

I would love to know if any of you thinks otherwise.

Till next time then.

Carpe Diem!!!

Buying confidence with insurance

confidence, Fear, Insurance, Leverage, Risks

FEAR is generally caused by the unknown. What you are not sure off causes you to be uncertain. When you are uncertain you get fearful about the outcome.

Earlier I always used to talk about how investments would lead you to have the confidence to take the risks of life without being fearful .

However I have recently started analysing different kinds of risks that I face – so as we grow older, medical costs is a big issue. Next I have only one house in which I presently live – so there’s always the risk of a catastrophe that can hit.

I actually listed at least 5 or 6 different things which are high risks, that can suddenly wipe out my savings and investments.

Based on the ideas given by Garrett Gunderson, in his book Killing Sacred Cows, I have gone about figuring out if there’s insurance available to me to cover each of those risks.

While I knew about health insurance, I didn’t know about the concept of top-up that can add a quantum leap in your coverage at a very small premium. The caveat is that you should have the base medical insurance in place. Since I identified the risk and put a value to it, I was able to identify a product which would give me coverage to that risk.

Once you can list out all your risks and start putting a monetary value to them, chances are that you may also get a company who will be willing to cover the risk for you at a price. Once you have covered the monetary value of the possible risk, then its no longer a risk.

Insurance is a different kind of leverage, you are covering a large monetary risk by paying a small premium.

Once there is no risk, the fear reduces. Once fear reduces, you get the confidence to look at bigger things and aim for them. Insurance helps you get that confidence.

Till next time then.

Carpe Diem!!!

Insurance to eliminate fear

Fear, Happiness, Health, Insurance, Leverage, Risks

I read an extremely interesting concept today. I have considerably got convinced about the idea, still digesting a few things, but thought of sharing to see what you think.

I have always been aware of insurance being necessary. As a matter of fact in my posts on advice to young women, I had layed great stress on both health and life insurance.

Quite frankly given the high inflation in healthcare costs, I would anyway recommend you to take the highest possible health insurance. On life insurance however I was generally of the view that you should take term insurance to cover the major risks that you envisage.

One of the key things in financial independence that I keep harping about is the ability to take decisions without the fear of having a job in the future.

One of the reasons that financial independence becomes a moving target is because as you grow in life, your finances improve, you get used to a better lifestyle. To be able to achieve that lifestyle if you leave your job, you need to have a much higher level of assets. So you again start saving and investing for the next higher level but by then your target amount has moved further.

This happens primarily because FEAR, the What if eventuality.

This is where if you have more than adequate insurance of different types, you transfer the risk to the insurance company and your fear can reduce. This is where I have to delve deeper on how you can leverage this ideato become more fearless.

I will keep you posted as I delve deeper into this subject.

Till next time then.

Carpe Diem!!!