Session 6: Growing The Business

Question 1

Sales revenue

Answer 1

Userspriceusage rate*goods

Question 2

Managing adoption vs managing usage

Answer 2

Adoption is about evaluation of alternatives and purchase decision

Usage is about need recognition and post purchase behavior

Question 3

Lessons from Gillette case

Answer 3

Understand drivers of price perception (more blades is higher value)

Positioning can effect usage (grey Poulin to late night snack) so can product design (Gillette blue strip)

Consider sources of your revenue stream (racers vs blades)