Fundraising During COVID – A Blue Ocean Strategic View

Fundraising During COVID – A Blue Ocean Strategic View

Blue Ocean Articles, Buyer Utility Maps
Fundraising during COVID is presenting tremendous challenges. It's appropriate to share as Blue Ocean strategic view. As a refresher, Blue Ocean Strategy's premise is that new customers/donors/constituents are found in an organization's current non-customers. The product or service offering must be a value innovation. Value innovation implies the costs of the offering has come down while the value of the offering has simultaneously risen. A negative impact "Most fundraisers expect to see some negative impact into 2021, with close to 72% anticipating that giving next year will continue to be lower than in a typical year. Approximately 16% believe giving will be about the same, while 12% think giving will increase in 2021." “We expected to see a significant drop in giving as a result of COVID-19, and our data…
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It will be a while before FB Shops and Shopify threaten Amazon’s dominance. Here’s why.

It will be a while before FB Shops and Shopify threaten Amazon’s dominance. Here’s why.

Blue Ocean Articles, Buyer Utility Maps
It's been a big week for companies seeking to be king of the hill with respect to e-commerce dominance. Shopify is doing its dead level best to be the online store for mom and pop shops and main street local. They're doing a great job at it by the way. [caption id="attachment_1316" align="aligncenter" width="907"] Shopify from Yahoo Finance on May 22, 2020[/caption] Facebook announced Shops recently. With Shops, business owners can create a dedicated “shop” section of their Facebook or Instagram page and build out a catalog of their products for users to browse and buy. Importantly, most actual purchases won’t be happening on Facebook. Product listings will direct to a business’ existing website — unless it’s one of a handful of companies using Facebook or Instagram’s in-app checkout feature.…
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“Give me a LEVER long enough and a fulcrum on which to place it, and I shall move the world.” Archimedes

“Give me a LEVER long enough and a fulcrum on which to place it, and I shall move the world.” Archimedes

Blue Ocean Articles, Buyer Utility Maps
Archimedes of Syracuse (Greek: Ἀρχιμήδης; c. 287 BC – c. 212 BC) was a Greek mathematician, physicist, engineer, inventor, and astronomer. Although a few details of his life are known, he is regarded as one of the leading scientists in classical antiquity. Among his advances in physics are the foundations of hydrostatics, statics and an explanation of the principle of the lever. He is credited with designing innovative machines, including siege machines and the screw pump that bears his name. What might Archimedes and his work have to do with Blue Ocean Strategy and Blue Ocean Shift? It's all about his lever. We've spent the last six posts breaking down and sharing examples of the Buyer Experience Cycle and its six stages. Click any one of the hot links below…
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The Six Stages of the Buyer Experience Cycle. Stage Six is Disposal.

The Six Stages of the Buyer Experience Cycle. Stage Six is Disposal.

Blue Ocean Articles, Buyer Utility Maps
Disposal. This is a huge stage in the buyer experience cycle. Today, more than ever, how your product is disposed of after use or whether or not it creates waste or by-products is extremely important. Let's take a quick look again at the preceding components or stages of the Buyer Experience Cycle. Click each link to see the post written associated with that stage if you wish to review. Purchase -> Delivery -> Use -> Supplements -> Maintenance The grid used in Blue Ocean Strategy work associated with the Buyer Experience Cycle and its associated levers is call the Buyer Utility Map. The Buyer Utility Map features the six stages we've discussed in this series of posts on the horizontal axis. On the vertical axis we see what are called…
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The Six Stages of the Buyer Experience Cycle. Stage Five is Maintenance.

The Six Stages of the Buyer Experience Cycle. Stage Five is Maintenance.

Blue Ocean Articles, Buyer Utility Maps
We've been discussing the buyer experience cycle from a blue ocean strategy perspective in this series. As a quick review, the six stages of the buyer experience cycle are Purchase - Delivery - Use - Supplements - Maintenance - Disposal. Today's stage is Maintenance. We're all familiar with purchasing something and then having to maintain it or paying the price if we don't. In a blue ocean strategy context we view these buyer experience cycle stages as a way to gauge how these stages affect buyer utility. When you use these stages as factors on a horizontal scale and what are called levers, on a vertical scale, you end up with a Buyer Utility Map. Those of you that have been following along have seen this image in each post.…
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The Six Stages of the Buyer Experience Cycle. Stage Four is Supplements.

The Six Stages of the Buyer Experience Cycle. Stage Four is Supplements.

Blue Ocean Articles, Buyer Utility Maps
Supplements. It's a loaded word with lots of applications. In the context of our business discussion today, we are going to stick solely with a narrowly defined meaning. When your customers buy your product or service, are they required to, or is it helpful for them to buy something in addition to what you have sold them? For example, my wife recently purchased a car. It had beautiful carpet on the floors and we didn't wish to destroy it with heel marks, grime, moisture, etc. We bought after-market floor mats custom sized to fit the vehicle, thereby protecting the carpet. This is a supplement. Simply stated, it is a product or service that is supplemental to your product or service. Most of you have thought of these issues. However, most…
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The Six Stages of the Buyer Experience Cycle. Stage Three is Use.

The Six Stages of the Buyer Experience Cycle. Stage Three is Use.

Blue Ocean Articles, Buyer Utility Maps
How a customer uses your company's offering, whether it's a product or service is massively important. I know this seems intuitive but allow for a moment's thought here. How often have you bought that piece of furniture from Ikea, Target, or, Wayfair and realized, "Wow, there are a lot of parts here." It is still a delightful surprise when you open a box of any kind and experience things just coming together. You know, when things are well explained and easy. Translate this to an online offering. I build WordPress sites. I'm not a coder but have built 50 or so over the course of time. There are occasions where you utilize a Theme, the skin that rides over the Wordpress software architecture allowing for design and functionality. When these…
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The Six Stages of the Buyer Experience Cycle. Stage Two. The Delivery.

The Six Stages of the Buyer Experience Cycle. Stage Two. The Delivery.

Blue Ocean Articles, Buyer Utility Maps
In this series we're unpacking the Blue Ocean Strategy Buyer Experience Cycle. We are discussing how our new realities are requiring a systematic approach to unlocking value by reassessing how the customer experience looks through the entire buyer experience cycle. In review, there are six stages of the buyer cycle. These are measured against six levers on a vertical axis. Today, we cover stage two in the buyer experience cycle, delivery. We are encouraging you to carefully ask what are the blockages to the delivery of your product or service to your customers. The consumer package goods market has undergone transformation in the last few years and it is being accelerated and stressed at the moment. When you think of your product or service, what is the customer's experience when…
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The Six Stages of the Buyer Experience Cycle. More Important Now than Ever. Stage One.

The Six Stages of the Buyer Experience Cycle. More Important Now than Ever. Stage One.

Blue Ocean Articles, Buyer Utility Maps
In the launch post of this series, I shared the importance of testing for exceptional utility. The reason this is so important is simple. Many industries, most in fact, will have to reassess how customers are experiencing the product or service offered. The safety of customers, clients, employees, staff and more will all become a first consideration. All liability for that safety will rest on how the buyer experience is planned, implemented, and monitored. It is imperative that companies assess these factors. The greatest blocks to buyer utility often represent the greatest and most pressing opportunities to unlock exceptional value. Building value and value innovation that naturally follows is what leads to blue oceans of uncontested market space. The buyer experience defined: It is summed up as the entirety of…
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How Do You Measure Your Buyer Experiences NOW?

How Do You Measure Your Buyer Experiences NOW?

Blue Ocean Articles, Buyer Utility Maps
We are all seeing differences in how we shop, work, and experience everyday interactions. Whether it's a trip to the grocery store, the dentist, the pediatrician, or the garage. Restaurants are literally having to reinvent their customer experiences to accommodate our current and future reality. This exercise, now a necessity, has been an ongoing process and growth strategy in Blue Ocean Strategy. It's known as "Testing for Exceptional Utility". In the past, i.e. last January, companies fell into traps of ignoring measurements of exceptional utility because they were enamored with new technology or the novelty of their product. This is no longer an option. Once a company has sufficiently drilled down on its offerings through use of a strategy canvas or strategic plan of some kind they can really begin…
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