Column in DIE WELT: Thanks to customer feedback for the right positioning


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In the current, today's column in the newspaper DIE WELT Today it is about the right positioning in a niche. How to find the best? Most likely by the Feedback of customers. We introduce different business models. Column in DIE WELT: Thanks to customer feedback for the right positioning DIE WELT

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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Not just for the self employed

Overview

The topic of positioning does not only concern self-employed people in the long term, but also employees in Company and of course their bosses. The following questions are explained:

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  1. How do I manage to isolate myself from the competition on the labor market?
  2. How do I create a unique seling position?
  3. What makes it unique and distinctive to colleagues and competitors?
  4. And how do I find the correct positioning at all?

How to develop the right business model?

Overview

Because while in the past, for example, goods were produced in large quantities at reasonable prices and brought to the public, this is not working so well today. In the age of digitization, customers will eventually have more choice and move faster to the competition - of which there is more today.

If you want to stand out from the competition with your business idea, you have to focus on individual customer requirements, which increases production costs. Helpful is the customer and employee feedback. It shows what is required on the market and in which direction it is worth investing more time and money. We show four business models that have directly integrated the wishes of their customers into their business strategy.

Trend Mass Customization

Overview

For example, there is the so-called Mass Customization, with which companies conquer market niches. Although products are customized according to individual customer wishes, they are manufactured at the same time as the low cost of mass production. The Munich fashion label RoQua shows how that looks like:

The customers set up their personal business wardrobe from a well-coordinated assortment. They can choose from numerous colors, patterns and materials. For the future, individual size specifications are also considered. For RoQua founder Myriam Chebance, the key to the success of her concept lies in direct contact: "It is important to receive the direct feedback from the customers and to understand their needs."

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Individual services for groups

Overview

Individual, tailor-made services for a larger group of customers - a concept that works well offline: in Saint-Raphaël, in the south of France, Romain Lépine and Géraud Le Roux provide yachts for group and teambuilding activities for companies. They organize, among other things, company regattas, multi-day sailing trips and even events on ships.

For this, Team Yachting relies on a network of 40 skippers that they can use in different locations. "We see ourselves as an interface between the skippers and the companies," explains the commercial director Romain Lépine and makes it clear: "We make sure that the companies get the right skippers and everything works smoothly on board."

Customer wishes in the development process

Overview

Ute Kranz from the travel blog Bravebird.de went a step further: she designed flexibly adjustable backpacks and allowed her production to be funded entirely by the potential customers.

Your current crowdfunding action with kickstarter reached the required target sum in only half a day. This shows how successful it is for a company to integrate customer wishes into the development process of a product.

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3D printing makes indivivual mass production possible

Overview

Nevertheless, much more is to be expected here. Even small businesses such as the goldsmiths Lee Harding and Seamus O Donaghue in Dublin are already using the possibilities of 3-D printing for a more cost-effective production - a concept that offers even more possibilities for individualizing customer requirements.


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