Sustainable Microfinance - Balanced Scorecard's added value for ...

MB that is an indication that you have a product that already goes quite well. I can imagine that you can
see that in this model.
MB If someone already has a deal with a bakery that will buy products. Then for you marketing plan you
already have quite some information
MB she already knows that there is demand and there is already a customer.
MB ZZP-ers will only start for themselves if they already have some customers or contracts. Then the
demands that you make for the marketing side, are a bit softer, because you already have a lot of
prove.
CS Your price, promotion, actually all the P's, competition.
CS I would like to take the edge of the sentence; 'when it is a good product it will sell itself'. I believe that it
is a combination.
CS There are a lot of good ideas, but if you do not get your marketing up and running it is never going to
work.
CS A problem is that when a product does not exist yet, people find it difficult to imagine whether they will
need it.
CS That is something to be careful with, because sometimes you do not expect it, but it can become big
business
CS You think this is not going to work, but maybe there is a lot of demand for it. That is always difficult to
determine. You do not know that.
CS products will not be so innovative that people will not understand what you talk about.
CS when you go ask on the street, people will say; 'that is a very crappie idea' while it might actually be a
very good idea. Than it is difficult to determine the actual demand.
CS work with numbers, you can say; 'you need at least 1000 or 500 people that you have asked detailed
questions
CS in whatever way, by questionnaires or interviews’, that way you can make it quantitative.
CS Developing the right questions is very difficult
AP Sometimes questionnaires, sometimes by focus groups, or idea boxes, those kind of things, or a
helpdesk, if you are not satisfied you can call this number.
Elmar Hoogendoorn 119
Sustainable Microfinance