If a tree falls in a forest and no one is around to hear it, does it make a sound? If a great product can't get into the hands of the customer, is it a great product?
Distribution is often the middle child of any startup family (forgotten, neglected, but the most important and the best…but I digress). Oftentimes a company is so consumed with building the best product that it will forget to think about how it’s going to reach the right customer. When a founder is describing what makes their company so great, no one ever talks about the distribution. There are plenty of great products out there that never saw the light of day because poor sales and distribution killed the company. On the other hand, companies that build up strong distribution advantages can protect themselves from the competition.
A health tech company that uses AI to improve on a medical process needs to figure out how hospitals and doctors make buying decisions for these types of products. Oftentimes, it involves conducting trials with a local research hospital in cooperation with leading local doctors. The advantage here that a foreign competitor cannot easily replicate is the relationship with the local medical establishment.
A startup selling some innovative new consumer item might achieve a leading position selling on an online platform, consistently appearing at the top of search results, or a leading position negotiating shelf space with key brick-and-mortar partners.
How about when it’s time to expand to a foreign country with a big market with only nascent players? The health tech company has no relationship with the local medical establishment, and are totally indistinguishable from the dozens of other players trying to secure a trial or cooperation. They can show all the evidence they want, but evidence from a foreign country, especially if it does not share many cultural similarities, is often discounted.
The consumer item startup, entering a new market, also faces issues replicating its previous success distributing on the new country’s leading online marketplace, and will likely have to start from scratch in selling in physical stores as well. Distribution and marketing costs swell, hurting the viability of the startup in the new market.
When a startup that has figured out how to make distribution work for them by turning it into a differentiator against competitors looks to expand to a new market, it should carefully choose a market where their advantage travels.
-David
This is part 4 of the series “How well does your competitive advantage travel?”
marketing research process 在 矽谷阿雅 Anya Cheng Facebook 的最佳貼文
五分鐘讓矽谷獵頭找到你(下)
越來越多的矽谷獵頭只用Linkedin找候選人,甚至略過履歷,但要怎麼樣容易被獵頭找到,昨天跟大家談了如何把標題變成關鍵字的秘訣,不過除了標題,還有一個被找到的關鍵:技能Skills & Endorsements。
常常有人請我幫他們介紹工作,但一打開他們Linkedin上的技能,明明是個名校mba,首要技能卻是什麼打字、游泳、Outlook!或是想轉職做軟體產品經理,但關鍵字上全是過去經驗的硬體採購。
獵頭或人資把職缺刊登到Linkedin上後,他們會填該職位期待的首要技能,這些技能,通常是招聘經理在職缺說明上寫的關鍵字,Linkedin則會把你的技能和職缺要的技能做比對,推薦獵頭聯繫配對率比較高的候選人!(真的,我曾經上傳職缺說明,結果Linkedin一直寫信給我,推薦我看一個候選人,打開是我自己!哈哈哈!氣得害我差點叫Linkedin退我刊登職缺的錢。)
🔥不知道該寫什麼技能?打開職缺說明,部分的職缺說明旁邊Linkedin會跟你說你少了什麼技能,如果那是你會的技能,把它們補上就對啦!不用五分鐘!
❗️切記,只有最上面三個技能會在其他人不點開展的情況下顯示,因此最上面三個一定要是跟你想找的職缺最有相關的技能。特別是沒有多年經驗的人,最好放硬技能(不要放什麼領導能力、溝通之類的)
❗️LESS IS MORE!
如果你去一家小小的義大利餐廳,看到菜單上有義大利麵和比薩,你覺得怎麼樣?很好。如果你在那家餐廳,看到菜單上還有滷肉飯、海南雞、日式銅鑼燒、泰式酸辣湯、美式大漢堡,你是不是覺得很不妙?
很多人會害怕刪掉技能,即使那些技能跟要找的工作毫無相關,尤其是以前很多人推薦的技能,感覺刪掉好可惜。可是,如果你看到一個只有兩三年經驗的履歷,卻寫說自己會專案管理、產品管理、行銷、設計、業務、財務、招募團隊、寫code,明明要找的其實是數據分析師,你是不是覺得這個人不專業?
🔥不知道該寫什麼技能,職缺說明旁邊又沒跟你說缺什麼
1. 把職缺說明打開看一下關鍵字
2. 有時候小公司貼職缺的是招募經理,直接看招募經理會的技能是什麼
3. 搜尋一下你覺得有同樣職稱的人,看看他們都有什麼關鍵字。比如說職缺是臉書的數據科學家,查一下擔任這個職務的人都有什麼技能。
4. 真的想不到,下面這些參考看看囉!
✅ 軟體產品經理:Product Management, Roadmap Planning, Software Development, A/B Testing, App, Software as a Service (SaaS), Strategy, User Experience (UX), Technical Product Management, Computer Science, User Stories, Product Strategy, Technologist
✅ 專案經理:Project Management, Program Management, Scum, Agile Software Development, Change Management, Process Improvement, PMP, PMO, Resource Management, Project Portfolio Management, Cross-functional Team Leadership
✅ 軟體設計師:User Experience Design, Visual Design, Interaction Design, User Interface, Content Strategy, Prototype, Animation, Motion Design, User Testing, Illustration, Wireframes, Web Design, Usability, User Research, Persona, User Journey
✅ 軟體工程師:Python, JavaScript, NodeJS, Java, AI, AR, VR, Computer Science. Web Development, C++, Mobile Application, iOS Development, HTML, Backbone.js, React.js, SQL, Objective-C, Ruby, CSS
✅ 數據分析師:Web Analytics, A/B Testing, Adobe Analytics, Google Analytics, Marketing Analytics, Product Analytics, Big Data, SPSS, SAS, Tableau, SQL, Modeling, R, Data Analytics, Data Science
✅ 行銷經理:Digital Marketing, SEO, PPC, Programmatic Advertising, Content Marketing, Email Marketing, Online Marketing, Marketing Strategy, Advertising, Online Advertising, Social Media Marketing, Marketing Research
✅ 通用:B2B, B2C, B2B2C, Leadership, Analytical Skills, Organization Skills, E-commerce/產業名
🙌 從花五分鐘挑三個技能開始吧!
快改好你的標題,加阿雅為好友吧(順便幫我的技能按讚喔)!https://www.linkedin.com/in/anyacheng/
Medium 好讀版👇
五分鐘讓矽谷獵頭找到你(下)https://bit.ly/3afc5d2
五分鐘讓矽谷獵頭找到你(上)https://bit.ly/2vuP5Is
marketing research process 在 浩爾譯世界 Facebook 的最佳解答
[轉貼,歡迎轉給朋友]
職缺: Senior Account Executive
Job Description:
*Support project manager liaising and communicating with agencies internationally during the course of a project.
*Monitor fieldwork schedule and data quality, solve problems in time to ensure a smooth process.
*Assist in questionnaire development including translation, internal pilots, liaising with fieldwork agency.
*Assist document preparation including qualitative interview transcript and analysis draft and responsible for ensuring the accuracy if data there in.
*Meet individual deadline, flagging potential issues to the project manager.
*Build effective relationship with field and operation colleagues.
*Provides daily administrative assistance to project manager.
Required Experience/Skills:
- 2-3 years marketing research experience
- Strong logical thinking and communication skills
- Attention to detail and accuracy - Strong communications skills
- Fluency (verbal and written) in English and Chinese
- Highly Organized and independent
- Experience in B2B marketing or healthcare industry is a plus
薪資待遇
月薪 40K-45K
保證1個月年終獎金
提供培訓計畫
試用期三個月,通過試用期後採責任制,於期限內完成負責事項。彈性工時,除了會議安排,其餘時間為彈性工時,可自行運用。(試用期可能依實際情形加以調整)
有興趣請將履歷投遞至[email protected]
公司簡介
Ceresus是一家年輕的行銷研究公司,也是歐洲知名行銷顧問公司的亞洲策略夥伴,目前客戶以歐美企業為主,提供客戶亞洲各國的市場研究服務。專注於醫療設備、醫療服務、照明等產業。
目前公司規模不大,由於業務量增加,特別徵求能獨立作業、勇於嘗試、喜歡國際合作的夥伴與公司一同成長。
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