8案例讨论：Intuit (个人理财软件开发商)

Intuit1.WhatgaveScottCooktheideatostartIntuit?Intuit1.WhatgaveScottCooktheideatostartIntuit?2. WasIntuitthefirstcompanytomarketcheck-writingsoftware?Intuit1.WhatgaveScottCooktheideatostartIntuit?2. WasIntuitthefirstcompanytomarketcheck-writingsoftware?3. WhatweresomeofthetypesofmarketresearchthatIntuitused?Intuit1.WhatgaveScottCooktheideatostartIntuit?2. WasIntuitthefirstcompanytomarketcheck-writingsoftware?3. WhatweresomeofthetypesofmarketresearchthatIntuitused?4.HowmanypeopleareinIntuit'ssalesforce?Intuit1.WhatgaveScottCooktheideatostartIntuit?2. WasIntuitthefirstcompanytomarketcheck-writingsoftware?3. WhatweresomeofthetypesofmarketresearchthatIntuitused?4.HowmanypeopleareinIntuit'ssalesforce?5. HowmanypeopleareinIntuit'stechnicalsupportservices?Intuit’sIntegratedStrategyMarketingMarketingResearchResearchProductProductDevelopmentDevelopmentCustomerCustomerServiceServiceQuicken98ProductsIntuit1.WhatgaveScottCooktheideatostartIntuit?2. WasIntuitthefirstcompanytomarketcheck-writingsoftware?3. WhatweresomeofthetypesofmarketresearchthatIntuitused?4.HowmanypeopleareinIntuit'ssalesforce?5. HowmanypeopleareinIntuit'stechnicalsupportservices?6.HowmuchdoesQuickencost?Intuit1.WhatgaveScottCooktheideatostartIntuit?2. WasIntuitthefirstcompanytomarketcheck-writingsoftware?3. WhatweresomeofthetypesofmarketresearchthatIntuitused?4.HowmanypeopleareinIntuit'ssalesforce?5.HowmanypeopleareinIntuit'stechnicalsupportservices?6.HowmuchdoesQuickencost?7. IsQuickeninayoungexpandingmarketoramature,slowgrowingmarket?(CanthesalesofQuickencontinuetogrowatthispace?)Intuit’sKeyProductsandMarkets•Quicken•QuickBooks•TurboTaxThefutureofIntuit…..• WeareremakingIntuitintosomethingverydifferentfromwhatitoncewas.Today,thecompanycanbeviewedinoneoftwoways–eitherasasuccessfulestablishedsoftwarecompanywithahugeInternetupside,orasafast-growingInternetcompanythat,unlikemostothers,alreadyhasanestablishedbaseofcustomers,abrandname,revenues,andcashflow.ScottCookIntuit1.WhatgaveScottCooktheideatostartIntuit?2.WasIntuitthefirstcompanytomarketcheck-writingsoftware?3.WhatweresomeofthetypesofmarketresearchthatIntuitused?4.HowmanypeopleareinIntuit'ssalesforce?5.HowmanypeopleareinIntuit'stechnicalsupportservices?6.HowmuchdoesQuickencost?7. IsQuickeninayoungexpandingmarketoramature,slowgrowingmarket?(CanthesalesofQuickencontinuetogrowatthispace?)8.WhatproductswouldtheIntuitapproach(not)workfor?Intuit1.WhatgaveScottCooktheideatostartIntuit?2.WasIntuitthefirstcompanytomarketcheck-writingsoftware?3.WhatweresomeofthetypesofmarketresearchthatIntuitused?4.HowmanypeopleareinIntuit'ssalesforce?5.HowmanypeopleareinIntuit'stechnicalsupportservices?6.HowmuchdoesQuickencost?7. IsQuickeninayoungexpandingmarketoramature,slowgrowingmarket?(CanthesalesofQuickencontinuetogrowatthispace?)8.WhatproductswouldtheIntuitapproach(not)workfor?9. Considerabadexperiencethatyouhavehadwithaproductorservice–couldtheyhavelearnedfromIntuit?Importanceofpsychology• Consumeradoptionisdrivenmuchmorebyanunderstandingofthecustomer'spsychologythanitisbytechnology.Thetechnologyisthere…..what's[usually]missingisanunderstandingofhowcustomersactuallythinkandworkinthisspaceandhowtobuildsomethingthatgetscustomerstowanttouseit.ScottCookYeltsin,ClintonandBillGateswereinvitedtohavedinnerwithGod.DuringdinnerGodtoldthemIneedthreeimportantfigurestosendmymessageouttoallpeople.TomorrowIwilldestroytheearth.YeltsinimmediatelycalledtogetherhiscabinetandtoldthemIhavetworeallybadnewsitemsforyou:1.Godreallyexistsand2.TomorrowGodwilldestroytheearth.ClintoncalledanEmergencymeetingoftheSenateandCongressandtoldthemIhaveGoodnewsandBadNews:1.Godreallydoesexist;2.ThebadnewsistomorrowGod'sdestroyingtheearth.BillGateswentbacktoMicrosoftandhappilyannouncedIhavetwofantasticannouncements:1.I'moneofthethreemostimportantpeopleonearthand2.TheYear2000problemissolved.EmpathicDesignandUserObservation•Putyourselfintheusersituation• Intuit’s“Follow-Me-Home”•Contextualinquiry