adequate customer orientation in the digital market

Tech pally discern Digital products Optimization Online

by Jane Richardson

Digital product development must be very structured and must never lose sight of the solution orientation. 

To stand a better chance of optimizing your digital products, these three questions must be answered.

  • What core competencies does my company have?
  • Which market trends are relevant for this?
  • Where is the innovation potential of my company?


If you can answer these three elementary questions for your company, then you also know your innovative potential, chaktty said.

You have found out in which area the innovative power has already matured to such an extent that short-term new developments make sense here.

If you still need help with adequate customer orientation in the digital market, then the product staircase may be of interest to you.


Optimize online business with the digital product ladder

Whether in the digital business world or offline, if you want to sell something, you have to convince potential customers of your product or service.

When it comes to digital products for digital business models, the keyword is digital product ladders. An example of this, Consulting:

  • Introduction of the interested party to the portfolio
  • Start working together with a single workshop
  • Familiarize the customer with the offer
  • gradually expand cooperation
  • Gradually build trust
  • Expand the scope, revenue, and depth of the relationship with every customer experience.

These goals can be put into practice step by step using the product ladder.


The product stairway to product marketing

According to businesspally, The product ladder leads to the superuser in six steps.

This ladder of success can be climbed with both products and services.

Levels 1 to 3  are used to extend the range. The products on these levels are intended to attract the attention of customers, the focus is not on earnings.

Levels 3 and 4  form the base layer of the portfolio. This is where the basic product is located. The base layer represents the basis of the company’s stable sales of this product.

Levels 5 and 6  achieve superuser status. Only about five to ten percent of all customers belong in this category.

Each of the three sections Reach, Base Layer, and Superuser represent a product or a product group.

These build on each other, and the customer benefit increases with each level.

The investments required are increasing to the same extent.

The different segments can be areas of a product range, but also graded service levels, for example.

adequate customer orientation in the digital market

adequate customer orientation in the digital market

Entry products: The customer slide is created

Subsequent products: In the IT sector, for example, this could be the Home Edition of software

The customer likes his entry-level product and then switches to more expensive alternatives from the provider.

The customer then arrives at the top of the Product ladder as a superuser, says businesspally executive.

In the beginning there is an idea, which is then put into practice. 

Meanwhile, new food for thought and ideas arise, and the inputs add up over time to an eventually inextricable knot of chaos made up of an infinite number of loose threads that were not thought through any further.

If several ideas are implemented at the same time, and several products are developed at once, then the Gordian knot will soon be perfect. Not a good prerequisite for successful innovation.

So far, the necessary structure should create a canvas in most companies.

The authors counter this model with their 6-step plan, chaktty said.

Above all, the organization of an entire range of different products should be made easier with an intuitive tool. 

Not only the product development but also the business model itself and the associated marketing can be designed with the product staircase. You can see my conclusion in this figure.


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