Es cierto que no todas las empresas tienen en su ADN el deseo de ser innovadoras revolucionarias.
Sin embargo, todas están interesadas en mejorar su performance y en aumentar la rentabilidad. La mejor forma de lograr eso es ver a la empresa como un mecanismo que puede ser mejorado, gradual pero permanentemente.
Ese mecanismo es el modelo de negocio, que toda empresa tiene, aunque sea por default.
Esta es una guía breve de diez herramientas que puede utilizar una empresa para poner a punto su motor -el modelo de negocio- y mejorar su rendimiento:
1. Ampliar el alcance del producto y el mercado
Cada empresa produce y vende concentrándose en determinados clientes, áreas geográficas y segmentos de mercado. Cambiar o ampliar esas variables puede producir innovación y mejora en el desempeño de la empresa.
2. Modificar las bases de la diferenciación
Una empresa se diferencia de las demás en su mismo sector por una o más características que que hacen que sus clientes elijan sus productos. A mayor grado de diferenciación, menos competencia. A menos diferenciación, más competencia y menores ganancias.
3. Aplicar las capacidades básicas en otras oportunidades de negocio
Las capacidades básicas son lo que una empresa sabe hacer. Son habilidades, destrezas. Para identificar una capacidad básica uno debe preguntarse: ¿qué cosa sé hacer
a- mejor que los demás, y
b- que sea valioso para mis clientes?
Si a esas capacidades les busco aplicación en otras oportunidades de negocio o productos, puedo encontrar formas de mejorar los ingresos y el desempeño de la empresa.
4. Reutilizar activos estratégicos
Los activos estratégicos son lo que la empresa posee. Son cosas, no técnicas. Pero pueden ser tangibles (cosas físicas), como talleres, máquinas, terrenos, fábricas, o intangibles, como patentes, marcas, datos de clientes, etc. Esos activos pueden ser utilizados también para desarrollar nuevas unidades de negocio o aprovechar nuevas oportunidades comerciales
5. Modificar la ejecución y el apoyo
La ejecución y el apoyo es la forma en que una empresa llega a los clientes, los canales comerciales que usa y los servicios y el apoyo que les presta a sus clientes. Modificando cualquiera de estas variables una empresa puede ampliar su mercado y/o su rentabilidad.
6. Aprovechar la información sobre los clientes
En la relación con los clientes se recojen conocimientos e información que son potencialmente valiosos para el desempeño de la empresa. La forma en la que empresa interpreta y utiliza esa información puede ser muy valiosa en términos económicos.
7. Crear y aprovechar la comunidad con los clientes
En muchos casos las relaciones entre clientes y empresa van más allá de la pura relación económica. Hay cierta lealtad de los clientes o inclusive identificación con la marca o la empresa. Esas situaciones, relativamente poco frecuentes, pueden ser creadas, estimuladas, para crear lazos entre clientes y empresa que tengan un componente más fuerte o más profundo que el sólo intercambio económico.
8. Modificar la estructura de precios
Hay varias alternativas en cuanto a la forma de cobrar a los clientes. Se puede cobrar por un producto, por un servicio, por una membresía, se puede cobrar directamente o indirectamente por un tercero, se puede cobrar por un paquete o por por cada componente por separado, se puede cobrar un precio fijo o se puede cobrar por tiempo, se puede cobrar en efectivo o en especie.
9. Incorporar los proveedores al modelo de negocio
Los proveedores son quienes están antes que nuestro emprendimiento en la cadena de valor. Tener una relación privilegiada o estrecha con ellos puede darle a la empresa una ventaja. Sus innovaciones, su calidad y su eficiencia, son las nuestras. Elegir a los proveedores y mejorar las relaciones con ellos es así de importante.
10. Aprovechar las capacidades de otras empresas
Los socios son proveedores de componentes críticos o especiales. La relación con ellos es más horizontal que con los proveedores. Las capacidades y activos de nuestros socios son nuestras capacidades. Eligiendo correctamente a mis socios incorporo capacidades que antes no tenía. Ellos saben hacer cosas que nosotros no sabemos.
Cada una de estas diez herramientas puede usarse individualmente o en conexión con otras en una tarea permanente de ajuste y mejoramiento. Innovar en el modelo de negocio de una empresa (como mejorar un motor) es una tarea que no termina nunca.
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Me paraecen muy acertados los 10 puentus anteruires, les agradezco la informacion y desde luego que la aplicare en mi desempeño en la empresa que represento
Mil gracias
Por nada Alberto. Me alegro que te sirvan. Saludos!
Me parece muy bueno el enfoque de diferenciaciòn.
Y lo mas importante, sin mucho adorno.
mil gracias! esta informacion me ayudo mucho ya que estoy haciendo un plan estrategico de marketing para una empresa comercializadora de productos tecnologicos 🙂
Hola Enma, si es posible me gustaría conocer un poquito mas sobre el plan estrategico para la comercialización de productos tecnológicos.
saludos y gracias
wpazmino6@hotmail.com
Pingback: 5 estrategias para innovar en 2017 – Eduardo Remolins
por favor podrias decirme si esto se puede considerar como de estrategia? Si no es asi puedes decirme que es exactamente el modelo de Estrategia en una empresa? No me queda claro.
Gracias
Las reuniones consumen el tiempo y limitan el potencial, sobre todo si un proyecto debe salir en un momento determinado. Para que el proyecto mantenga su rumbo, evita las reuniones de actualizaciones frecuentes y semanales que consumen la rentabilidad de la agencia. La adopcion de metodos alternativos de reunion es necesaria, como gestionar la comunicacion mediante un software de gestion de proyectos. El equipo de marketing digital puede instalar un servicio de conferencias que habilite las reuniones remotas, e incluso, alguna parte de la informacion se puede hacer llegar al publico meta mediante la correspondencia por correo electronico y programas de chat. A veces, las reuniones pueden ser monotonas y poco productivas, y se convierten en un terreno fertil para el gasto de la compania. Las reuniones inevitables deberian definir con claridad su objetivo y su plan. Ademas, las reuniones bien definidas estan orientadas a los objetivos y a los clientes para ayudar a generar ganancias con el fin de que la agencia alcance la rentabilidad.
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