Page 249 - Grow from Within Mastering Corporate Entrepreneurship and Innovation

234 Appendix A

Who (Solutions, Customers, Customer Experience)

6. In what ways can we segment our target customers to
enhance the appeal, marketability, and/or market size of
this concept (psychographics, demographics, application,
geography, size/volume, function, and so on)?
7. Specific appeal: For each of the customer segments that
our concept might target, how can we modify the
concept to better serve that segment?
8. Broad appeal: Alternatively, how can we define the
concept to appeal to the broadest market possible? Can
we target new customers for the company as a result of
this concept?
9. How can this concept lead to better solutions for specific
industries, vertical markets, or customer segments?
10. How might we augment this concept with
complementary services?
11. How can this concept be expanded to create integrated,
end-to-end solutions for our customers?
12. How might we combine products and services from
outside vendors?
13. What customization possibilities can we include to
permit this concept to be tailored to the requirements of
individual customers?
14. How does the buying process for this concept differ from
that of competitive offerings?
15. How does this concept affect the way we interact with
customers in any context (e.g., buying, delivery, support,
or service)?
16. In what ways might we incorporate interacting with,
observing, and/or engaging directly with customers as a
result of our concept?