Placement By Peter Baskerville 24/04/2019

Price P Promotion Place Product

Distribution planning horizons H3 – Growth – Own channels SALES H2 – Breakeven – Network partnerships H1 – Launch – Leverage easiest access TIME

Planning by phase H1 – Baby steps - Super easy – Friends/family – warm leads. H2 – Expansion - Friends of friends – industry networking – referrals. H3 – Own the channels – minimise partners – maximise profits Easy Access Networks Ownership

Distribution Channels Reach Communicate Deliver Value Proposition Customer Needs

Channel Phases Evaluation Purchase Delivery After Sales Awareness Social media, advert. Trials, Freemium testimonials PayPal, credit card, cash, time pay Download, come to us, go to them, physical outlets. Complaints, home visit, store, phone.

Customer Journey + Touch Points

The journey and the experience Describe your customer’s complete journey and the way you intend to engage with them at each ‘touch point’ in that journey. Journey + points How are you going to use the ‘touch points’ to maximise the customer’s experience? Experience

Create a Storyboard http://www.storyboardthat.com/

Distribution Channel Options Raw material Manufacturer Retailer Consumer Raw material Manufacturer Retailer Consumer Raw material Manufacturer Wholesaler Retailer Consumer Consumer

Bricks and mortar Vs Online Pros – experience, product type suitable, reaction/engagement, try Cons – access, capital costs, Long term, online disruption, short hours Start – Markets, Van Bricks ‘n mortar Pros – easy entry, 24/7, low cost Cons – no trust, not found, tactile & personal experience loss. Start – Auction sites, Website. Online

Market Entry Barriers Economies of Scale - DVD Existing Brand loyalty - Coke Capital requirement - Printing Buyer switching costs - Software Access to distribution channels – Buyers ..Coles Proprietary factors – IP, patents. Government Regulations – Liquor Licenses Industry hostility - Airlines

Child Care Centre Photographic studio Cafe Selling crafts on Etsy