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Two Roads Converged

Two Roads Converged. Accelerating Market Adoption for Electric Vehicles. Silicon Valley Leadership Group Driving Charged & Connected June 6, 2013. EV Market Development Strategy Should it be B2B or B2C?. Two roads diverged in a yellow wood, And sorry I could not travel both

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Two Roads Converged

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  1. Two Roads Converged Accelerating Market Adoption for Electric Vehicles • Silicon Valley Leadership Group • Driving Charged & Connected • June 6, 2013

  2. EV Market Development StrategyShould it be B2B or B2C? Two roads diverged in a yellow wood, And sorry I could not travel both And be one traveler, long I stood And looked down one as far as I could To where it bent in the undergrowth; Then took the other . . . The roads must converge!

  3. Road #1 Crossing the Chasm A B2B Market Development Model

  4. The Technology Adoption Life CycleHow Disruptive Innovations Get Assimilated MAIN STREET TORNADO EARLY MARKET BOWLING ALLEY CHASM Laggards Late Majority (Conservatives) Innovators Early Majority (Pragmatists) Early Adopters (Visionaries)

  5. Implications for Market DevelopmentAdapt Your Tactics to Your Adoption Stage • Deliver competitive advantage • Project orientation • Focus on performance • Fix a broken process • Solution orientation • Focus on performance/price • Improve productivity • Product orientation • Focus on price/performance • Reduce costs • Systems orientation • Focus on price/TCO

  6. Category Maturity Life CyclePutting Technology Adoption in Perspective Fault Line! E Indefinitely elastic middle A B C D Revenue Growth Emerging Market (pre-Tornado) Growth Market Mature Market Declining Market End of Life Time Catch NextWave Technology Adoption Life Cycle

  7. Category Maturity Life CyclePutting Technology Adoption in Perspective How you can tell: MS: Is there an established market pecking order? T: Is there a land grab under way displacing the Old Guard? BA: Is there a segment of the market that has fully converted? X: Are there lots of seminars and conferences? EM: Has a market darling emerged? Revenue Growth Time Technology Adoption Life Cycle Where is Electric Vehicle Adoption?

  8. Four Chasm-Crossing Success Factors • Accessible, Well-Funded Target Customer • Pragmatists in pain, able to buy in bulk • Compelling Reason to Buy • Broken mission-critical business process • Feasible Whole Product • End-to-End solution for the broken process • Bowling Alley Potential • Adjacent markets that would adopt after this one Do We Have Beachhead Segments in Mind?

  9. Road #2 Spinning up a Tornado: A B2C Market Development Model

  10. Spinning Up a TornadoThe Four Gears Model MONETIZATION ACQUISITION ENLISTMENT ENGAGEMENT

  11. Spinning Up a TornadoThe Four Gears in Action MONETIZATION ACQUISITION Tornado Time!!! Starter Motor ENLISTMENT ENGAGEMENT

  12. Spinning Up a TornadoThe Four Gears Model MONETIZATION ACQUISITION ENLISTMENT ENGAGEMENT

  13. Key Metrics for the Four GearsPerformance vs. Power How many vehicles? How many owners? MONETIZATION ACQUISITION Performance Gears How much vehicle revenue? How much ARPU?

  14. Key Metrics for the Four GearsPerformance vs. Power How much social media? How many referrals? Power Gears ENLISTMENT ENGAGEMENT How many miles driven? What percent of total miles?

  15. Slowest Gear Theory • Thesis • Prior to the tornado • At any given point in time • One of the four gears is slowing the other three down • Actions Required • Identify the slowest gear • Focus everyone on speeding it up • Maintain attention on the other three gears • Repeat every quarter until • The tornado happens • Or you run out of gas

  16. An Alternative to Crossing the ChasmThe Four Gears Model MONETIZATION ACQUISITION What is the slowest gear today for Electric Vehicle Adoption? ENLISTMENT ENGAGEMENT

  17. How Do We Work Both Roads in Tandem? • Crossing the Chasm • Top-down approach • Segment market development, targeting specific enterprises • Direct sales to the economic buyers • Pay-as-you-go model • Biggest risk: Getting stuck in a niche, losing out to a gorilla • The Four Gears • Bottom-up approach • Land and expand, targeting end users • Viral adoption leveraging digital communities • Become profitable late in the game • Biggest risk: Not getting real traction, running out of funding What are your ideas?

  18. Q&A Geoffrey Moore & Mike Calise

  19. gmoore@geoffreyamoore.comtwitter.com/geoffreyamoorehttp://linkd.in/YnBwiggmoore@geoffreyamoore.comtwitter.com/geoffreyamoorehttp://linkd.in/YnBwig

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