I want just to remind you that you
should really digest these posts and immediately apply these ideas to the
current ideas you are working on, not just to enjoy reading this and be happy
that you understand this so easily. I tell you now: they are F easy, and you
are no genius, it is all about effort and applying these theories to a
practical applicable idea
The term we
are speaking of now is called "Bundling – Unbundling"
It is almost
the same as the previous term: you take an offer, and break it down "Unbundle
it" to many small offers, and sell them individually or may be group them
in different ways to form "Bundles"
"Bundling"
means that you group many values in one offer with extra added-value to them
(like discount). A reason of doing that may be that many customers usually buy
these values together and it would be very appealing to them to have them
gathered for an added-value
Let us set
some examples:
-
Bundling: think of the mobile
service: you may but the smart phone + the line + a business plan. The total
price is less than the sum of each of them
-
Unbundling: think of iTunes:
take the audio-CD and break it down to single tracks and buy them individually
The benefit
of that we have already talked about: to create value for different types of customers, and to test your values: what would be the
best offers and values to make them the main offerings and what would be best
fit as side-offerings
N.B. There
are a lot of not-so-smart guys who are just so immersed in labels and all the
care about is what the difference between this term and that term. For the
GOD's sake labels are just words and voices. It doesn’t matter at all.
Understanding the meaning, digesting and applying it is more than enough :)
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