Toolkit—New Customers and Product Development

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Abstract This chapter gets down to the nitty–gritty of what we are going to do: How we are going to develop a way of adding value and creating a product or service that is useful and sustainable. The key issue in the chapter is to be truly creative. The chapter discusses innovation and how our unique business offering is going to make money. So, we need to think about market research and the difference between marketing and sales. The chapter also discusses three ways to get into the market: business tendering, starting a business with no products (‘drop-shipping’), and starting a business with no money. To start a business, we sell a product to a customer. The SHAPE Lean Model highlights the importance of working out what people want; we then sell it to them and build an organisation that can continue doing this.

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