ãð°éå®LIVE Price strategyã
ä»åãð°éå®ã©ã€ãããŸãšããŠãããŸãã
ããŒãã¯Price strategyã§ãã
äŸ¡æ Œ(price)ã¯ãã¹ãŠã®äžå¿ã§ãã
äŸ¡æ Œã«ãã£ãŠçµå¶ãåºã®é°å²æ°å šãŠãå€ãããŸãã
æã¯ã¢ãã欲ããæ代ã§ããããä»ã¯ã¢ããããµããŠãŸãã
ã¢ãã売ãããã«äŸ¡æ ŒãäžããŠãã客ããã¯å¢ããŸããã
ã§ã¯ã©ãããã®ãïŒäŸ¡æ Œãäžããã®ã§ãã
åŠãã§ãããŸãããã
äŸ¡æ Œã®åŒŸåæ§ã«ã€ããŠ
äŸ¡æ Œãã°ããšèããŠã¿ããšãããããããšæããŸãã
ã°ãããã£ãšæŒãä»ãé¢ããšããããè·³ãè¿ããããïŒ
æŒãä»ãã®åãäŸ¡æ Œã®æå¶å
è·³ãè¿ãã販売æ°
ãšçœ®ãæããŠèããŸãã
ãããšä»¥äžã€ã¡ãŒãžã«ãªããŸãã
æã¯ãã®ããã«èããããŠãŸããã
ã§ããä»ã¯ã©ãã§ããããïŒ
äŸïŒããããåãèŠãŠã¿ãŸãã
ã³ã³ããã§æã¯60åçšåºŠã§å€ããŸããããïŒä»ã¯80åçšåºŠã«ãªã£ãŠããŸãããã®æéã«20åãå€äžããããŠããŸãã
ã§ã¯è²©å£²æ°ã¯äžãã£ãŠããã®ã§ããããïŒ
ãããã販売æ°ã¯å€ãã£ãŠãŸããã
äŸ¡æ Œãå€ããŠã販売æ°ã¯å€ãããªãã®ã§ãã
ã€ãŸãæ£ããäŸ¡æ Œãäžããã°è²©å£²æ°ã¯å€ãããŸããã
åã¡ç¶ããçºã®æŠç¥ã¯ïŒã€ãããªã
äŸïŒçŸå®¹é¢ãªãŒããŒã ãšããŸãã
ã客æ§ã«ãªãåœåºãéžãã§ããã ããã®ããã¢ãªã³ã°ãããŠã¿ãŸãã
ãããããšéžãã çç±ã®84ïŒ ã¯ãäœãšãªãããªã®ã§ãã
éžã¶çç±ã¯å€§ããïŒã€ã«åãããŸãã
ãªãšãªããäœäŸ¡æ Œãç¹ç°æ§ãã§ãã
ã客ããããç¹ç°æ§ã®éšåã®åçãæ¥ãããã®ãåºã®çµå¶è ã¯åæ Œã§ãããã
ã§ã¯åã¡ç¶ããïŒã€ã®æŠç¥ã¯ãªãã§ããããïŒ
ããã¯ä»¥äžã«ãªããŸãã
â ã³ã¹ãæŠç¥
ã»äŸ¡æ Œã«ããåªäœæ§ãä¿ã¡å€ãã®äººã«éžã°ãã
â¡å·®å¥åæŠç¥
ã»ç¹ç°æ§ã«ããåªäœæ§ãä¿ã¡ãå€ãã®äººã«éžã°ãã
â¢éäžæŠç¥
ã»äžå®ã®äººã«äŸ¡æ Œãç¹ç°æ§ã§éžã°ãã
ïŒã€ã®æŠç¥ãå³ã§è¡šããšä»¥äžã«ãªããŸãã
ããã§ã¯ïŒã€ãã€ã©ããã£ãæŠç¥ãªã®ããèŠãŠãããŸãããã
â ã³ã¹ãæŠç¥
ã»ãŠãã¯ãã®VD瞊åæŠç¥
âæã®çš®é¡ã¯å°ãªãããã«ã©ãŒããªãšãŒã·ã§ã³ã倧ããå±éããäºã§ãã³ã¹ããäžããäºãã§ãããã®åç«å°ãžæè³ãã§ããã
ã»ãããããŸãã®å
¥è·æŠç¥
ãâã¹ãªã©ã³ã«ã®ãœããªã¢æµ·è³ãéããæŒããããŠéãä»å
¥ããŠãã
ãã®ãããªã®ãã³ã¹ãæŠç¥ã«ãªããŸããããããã£ãæŠç¥ãäžå°äŒæ¥ãå®æœããã®ã¯éåžžã«é£ããã§ãããïŒ
次ã«å·®å¥åæŠç¥ãèŠãŠãããŸãã
â¡å·®å¥åæŠç¥
ã»ZARA
ãâãã¶ã€ã³æ§ã§ä»ç€Ÿãšå·®å¥å
ã»ã³ã³ãããšã³ã¹ã¹ãã¢
âã¹ããŒã§ã¯170åã®çä¹³ã§ãã³ã³ããã§200åã§è²·ã£ãŠããŸããŸãããïŒ
ããããã«ã¯ãã£ãããšçç±ããããŸãã
ããããã¯30åã®å·®ã§æéãè²·ã£ãŠããã®ã§ãããããã³ã³ããã®ç¹ç°æ§ã«ãªããŸãã
ãã®ããã«ãããããã®äŒæ¥ã®æŠç¥ã¯ã³ã¹ããå·®å¥ãéäžã«å¿ ãåããããã®ã§ãã
â¢éäžæŠç¥
ããŸãŸã§ã®â ãâ¡ã®æŠç¥ãèŠãŠããŸããããã©ããäžå°äŒæ¥ãåãçµãã«ã¯ã³ã¹ããæãããé£ããã§ãããïŒ
ã§ã¯ã©ãããã®ãïŒãŸãã¯ããããªäººã«ã¢ãããŒããããã®ã§ãã
ïŒïŒçãããŒãºã«å¯ŸããŠå®ããå€ã売ã
ïŒïŒçãããŒãºã«å¯ŸããŠé«ããå°ãªã売ã
äžèšïŒã€ã®æŠç¥ã倧åã«ãªããŸãã
ä»åã¯ç¹ã«ïŒïŒã«ãã©ãŒã«ã¹ããŠåŠãã§ãããŸãã
ã§ã¯ãã©ããã£ãŠäŸ¡æ Œãäžããã°ããã®ã§ããããïŒ
äŸ¡æ Œãäžããããã®ïŒã€ã®ãã¯ããã¯
ããã¯æ¬¡ã®ïŒã€ã§ãã
â Price Expression
â¡Value Highlight
â¢ARRïŒannual reccuring revenueïŒ
äžã€ãã€èŠãŠãããŸãããã
â Price Expression
ããã¯äœããšãããšãäŸ¡æ Œãã衚瀺ãã§ã¯ãªãããè¡šçŸãããäºã§ãã
äŸïŒå€§åŠã®æç§æž
以äžã®å Žåãçããã¯Webãååã®ã©ã¡ããè³Œå ¥ããã§ããããïŒ
å€ãã®äººã¯webãéžã¶ãšæããŸãã
ã§ã¯ä»¥äžã®å Žåã¯ã©ãã§ããããïŒ
ååã®ã¿ã§è³Œå ¥ãã人ã¯ããŸããããïŒã»ãšãã©ã®äººãwebïŒååãéžã¶ã®ã§ãã
webçã¯ææè²»ããããªãã®ã§ã»ãšãã©ã³ã¹ãã¯ããããŸããããïŒ
ããã¯å£²ãç©ãå€ãããäŸ¡æ Œã®è¡šçŸãå€ããã ãã§ãã
ããã ãã§å£²ãäžãã148ïŒ ãUPãããšããçµæã«ãªããŸããã
èŠã¯ãâ 人ã®èªå°ãããŠããããã©ã³ãã£ã³ã°ãå¿
èŠã
ãããâ¡æŸç«¹æ¢ ã®å€ä»ããå¿ èŠããšããäºã§ãã
â¡ã®æŸç«¹æ¢ ã¯ããã«å°ãã³ãããããæŸãšç«¹ã®å€å·®ãåºããäºãéèŠã§ãã
æŸïŒ18000åã竹ïŒ13000åãæ¢ ïŒ11000å
â¡Value Highlight
ïŒïŒNagative inãPositive out
ãã¬ãã£ããªäºãå ã«èšããããžãã£ãã§èœãšãäºãé¿ããããã§ãã
äŸïŒæŽæ¿¯æ©ãâããããã«é«ããã©ãäžçã¢ãã§ãã
ïŒïŒPoint Mssage
ã»çµã£ãèšãæ¹ãããã€ã¡ãŒãžã§ãã
äŸïŒèªåè»ä¿éºãâã幎é1äžKm以äžã®æ¹ãžãAGAã«ãæ©ã¿ã®æ¹ãž
ããããªäººãžã®ã¡ãã»ãŒãžã®æ¹ãé¿ããŸãã
å ·äœçãªå©çšã€ã¡ãŒãžãæãããã以å€ã®äººã¯ãããªããšãã£ãæ¹ãããããšèšã人ãéãŸãã®ã§ãã
ãã®æ¹æ³ã¯ããã°ãYUTUBEã§ã䜿ããŸãã
ãããç¹°ãè¿ããšãã¡ã³ãå¢ããè³Œå ¥ããŠããã人ãå¢ããŸãã
âãã£ããã³ããŒã¯å ·äœçãªäººãžçµããŸãããïŒåäŸ2人ã®ãããžãå¥èšºåŒã£ããã£ãæ¹ãžïŒ
â¢ARRïŒannual reccuring revenueïŒ
ARRã¯å¹Žé䟡å€ã§ãã
äžæ¬ã§å©çãåŸãã®ã§ã¯ãªããç涯ã§å©çãã§ãã°ãããšããèãæ¹ã§ãã
äŸ
ã»ã«ããœãª
ãâæ¬äœã¯å®ããã©åã®äº€æãé«ãããARRãé«ã
ã»7/11ã³ãŒããŒ
ãâãªãã³ãŒããŒã100åãïŒããã¯ã€ãã§ã«ä»ã®ã¢ããè²·ããããããæŠç¥
ã»ãšã¹ã
ãâ10000ãã±ããã8000äŸ¡æ Œã§å£²ãäºã§ã
ãã2000ãã±ããäœãã®ã§ã次ãããäžåºŠè²·ãããšãªã
ã»ã³ãŒããŒ
ãâã¿ã³ãã©ãŒãã¬ã³ã¿ã«ããŠã³ãŒããŒã¯äœåã§ãç¡æãšãããâããµãã¹ã¯
ãããããšãä»ãŸã§ã¯ä»æããã売äžãããã«ã販売æ°ãå¢ãããšãã£ãèãæ¹ã§ãã£ãããäžèšèãã§ã¯è²©å£²æ°ã§ã¯ãªã顧客ãšã®é¢ä¿æ§ãARRè©ŠäœãäžããŠããããšãèãæ¹ã«ãªãã
顧客ãšã®é¢ä¿æ§ãARRè©Šäœãé«ããªããšãã£ãŠãããªããªããŸãã
ããã¯ãªããïŒ
äžã®äžã®ããžãã¹ã¯ãªããŒã¿ãŒã倱ãã®ãåããçºã«æ°èŠç²åŸæŽ»åãããŠããŸãã
ãªããŒã¿ãŒããªããŒã¿ãŒã§ããããã°æ°èŠé¡§å®¢ã¯ãããªãã®ã§ãã
æ°èŠã®çºã«è«å€§ãªã³ã¹ãããããå¿ èŠããªãã®ã§ãã
ã§ã¯ãã®ããã«ã©ãããã®ããšãããšãFreemium Modelã䜿ããŸãã
Freemium Model
ç¡æãè©Šã/ç¡ææéããããªãããšããäºã§ãã
å çšã®ã¿ã³ãã©ãŒçã®ãµãã¹ã¯ã¯ã¯ããã¯èµ€åã§ãã
ã§ããããããããé»åã«ãªããšãã£ãŠããããšã§ãã
ããã¯ãªããïŒ
ç¡åã§äœéšããŠãããäºã§ãããã¯äŸ¿å©ã ãªãšæ°ã¥ãããäºãã§ããããã§ãã
ç¡æ貞ãåºãâäœéšâ䟿å©ã®æ°ã¥ãâãéãæã£ãŠããããšæã
ãã®æµãããªããšãµãã¹ã¯ã¯æåããªãã®ã§ãã
ãã ããç¡åã§ã®ããæ¹ã§ïŒã€ã ã泚æç¹ããããŸãã
ç¡æãšãããšã»ãšãã©ã®äººã¯çããŸããããžãã¹ã«ç¡æã¯ããããªãããã§ãã
ã ãããç¡æã®çç±ãå¿ ãæ確ã«ããããšã§ãã
ãã¢ãã«ã³ãªã³ã¯ã«ãèŠãŠãã ãããåããŠã®äººã«ã¯ãã¢ãã«ã³ãªã³ã¯ã«ã¯å£²ã£ãŠãããŸãããèã«åããåãããªãã®ã§ããŸãã¯ç¡æã§è©Šããäžã§è²·ã£ãŠã»ããããã§ãã
ã ããã¿ããªæ°ã«ãªã£ãŠãããŸãããïŒç¡æã«ã¯çç±ãä»ããŸãããã
ãŸãšã
ã»ãŸãã¯ããããªå±€ãã¿ãŒã²ããããæŠç¥ããšããŸããã
ã»æ¬¡ã«äŸ¡æ Œãäžããæ¹æ³ïŒã€åãçµã¿ãŸããã
ãâ Price Expression
ãâ¡Value Highlight
ãâ¢ARRïŒannual reccuring revenueïŒ
çŸåšããžãã¹ãè¡ã£ãŠããæ¹ã¯äžèšãèŠçŽããŠã
ä»åŸç«ã¡äžããæ¹ã¯ä»åŸã®èšç»ã«çã蟌ã¿ãŸãããïŒïŒ
ä»åãæåŸãŸã§åŸ¡èŠ§é ãããããšãããããŸããã
ãã®èšäºãæ°ã«å ¥ã£ãããµããŒããããŠã¿ãŸãããïŒ