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Appendix H – Customer and Market research
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Demand Market research Satisfaction Marketing Competition Differentiation
KH the belief that we think the product will be sold
KH how do I differ from the other ten?
KH Is there already another vegetable shop in the neighbourhood?
KH What does your competition look like? Sizing the market and sizing the demand for the product.
KH Do you believe that it will indeed bring what you promise or think it will bring?
VS The entrepreneur really needs to show that he taught his plan through. He needs to know what his
customers want.
VS Show that he has done market research, searched the Internet. This can be very handy, although not
for a small regional start-up.
VS ask people on the corner of the street about what their needs are and what they will demand from your
story instead of comparing your findings with that of the Internet.
VS go to the corner of the street and ask people if they demand / require your product. What their needs
are.
VS Conduct a questionnaire to find out what the people want and what they are looking for when you are
opening a store.
VS When somebody hasn’t done his homework you will notice that soon enough.
VS · The business plan;
- product,
- market and
- marketing
TB focused on simple things as customers and employee satisfaction.
TB Why not ask are you satisfied?
TB I used the costumer and employee aspect.
TB companies spent a huge amount of money to facilitate that. This is done by commercials.
TB Why would you not just talk to people? Why don't we setup councils for members or customers, and
than talk with them. That way you create discourse.
TB when somebody can do something very well and it has a curtain value for the society, you should do it.
TB You will need to look, what from an economic, social, ecological perspective is relevant for a target
group.
TB from the perspective that the customer/employee is a participant in the society and that you provide
services to them, he is very important.
TB It goes wrong when you disconnect customers and employees in your mental model
RL Third the What. What are we providing?
RL One trend in the world is that you should consider each customer as a unique one, with a unique set of
demands and wishes.
RL we strongly believe in; 'see the need' if there is a demand for something than for the marketing you
only need tell people; 'here is the product'.
RL When the product is clear and when there is a demand for it, then people will buy it. With good product
you don't need marketing.
RL is there demand? Yes, well than we do something with that. Instead of thinking: 'I can do something
really cool', when actually it is something nobody needs.
RL The marketing part; how many new users do we have, how is the interface, how often do people use
the helpdesk, is it user friendly?
Elmar Hoogendoorn 117
Sustainable Microfinance