Viewfinder Services

This service helps businesses define how they best position themselves within their category through analysis of customer insight, competitor capabilities, company competencies, and farmer purchase psychology.

The process:

1. Interview customers.

2. Map their priority stack.

3. Identify the tensions driving purchase decisions.

4. Analyse competitor positioning.

5. Find ownership opportunities.

6. Define the territory your company can credibly own.

7. Develop plan to create category leadership

The deliverable is:

• Target customer priorities

• Category tensions

• Competitive landscape

• Ownership territory

• Messaging architecture

• Tactical recommendations

Why is this important?

• Ownable positioning helps to protect margin and thin competition

• To ensure your investment decisions are driven by insight, not opinion.

What is the value proposition?

• Not being the same as your competition in your customers mind allows you to stand out

• Creates focus on your unique value

• Helps to define what you don’t do

• Ensures you are focusing effort on where you will gain the greatest return.

How much?

$14,500 +GST

View this in context of being where you want where you want in market in 2 years time and what is that is worth to your business.

What is it?

A service for agribusinesses that allows them to learn more about how farmers make purchase decisions in their category.

Discover:

• Where the problems you solve sits in their priority stack

• What your real competition is

• How much they value your company's products and services?

• What unique value do you deliver? (why did they choose your company’s products/service?)

• Where do they perceive your company’s market positioning to be? (relative to competitors)

• What does not deliver value? (are there elements of your offering they do not care about?)

• What alternatives do they consider? (competitors or substitutes)

• What is the most important touch-point with your company?

• What are their category entry points? (what triggers them into buying mode?)

• What/who influences their purchase decisions in this category?

• Where do they source their information for the category?

• What communications from your company do they consume? (and what value is it?)

 Why is this important?

• Removes risk from making decisions on incomplete or subjective information.

• To ensure your investment decisions are driven by insight, not opinion.

• Outside eyes give you a more objective view of what customers think and the competitive landscape.

• You don't want to waste your marketing spend on tactics or messages that miss the mark.

 What is the value proposition?

• Gives greater decision confidence as you are guided by customer needs

• Maximises marketing investment through having certainty that your tactics and messaging resonates with your audience.

• Compresses months of learning into weeks about your customers and what they care about.

How much?

The first question to answer is, what is your average customer lifetime value and what is your churn rate?

The second question is what would it be worth to you to reduce churn by 5% and increase acquisition by the same?

I’m guessing it is more than $8,850 +GST