Connecting to Market, Behind the Mask
A fundamental aspect in developing the Business Model for an enterprise is Connecting to Market. This component involves structuring effective means to penetrate the market and interact with customers, facilitating sales and support strategies, as to promote valuable and sustainable relationships. A fantastic Value Proposition will not contribute to the business success as expected, if it is not perceived as such by the target audience. This may require segmenting and establishing appropriate channels to enable optimized sales and post-sales interfaces, which are friendly to customers and efficient for the company. When the offering and the audience are much diversified, the standardized treatment can hinder the perception of value by some being poorly served, and the financial equation for exceeding it with others. It is important to know customers’ profiles and their related expectations, so to enable serving them suitably, either directly or via third parties. In this way, the business can build appropriate bridges to maximize the expected value flow.
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Throughout the Coronavirus pandemic we are facing, this aspect has been deeply impacted, precipitating changes to make this connection possible without physical contact. The widespread use of Internet and social media, of online platforms to hold meetings, virtual classes and transactions, the implementation of delivery mode for products and experiences, all demanded a lot of unexpected effort. On the other hand, resistant behaviors were overcome and unavoidable changes were accelerated, reducing operating costs and expanding the business reach through virtualization. We already knew that digital marketing and technology in business were important, but now they no longer seem optional. For some, this transition can be very complicated or even impossible, but it should be noted that this business challenge continues to be Connecting to the Market, and needs to be tackled so we can remain in the game and win.