Question

So I'm on one of the last parts of the assignment: Execution.
The Syllabus indicates that Professor Nordhielm wants to see us clearly define the product with key points of interest. In my case, does this mean.. clearly defining the different communication methods I've thought about using. I.e. Radio advertisement - defining what will be communicated in the advertisement etc.

OR does this mean clearly defining the Building that IACS proposes to build. (Both can be considered a product in their own way). I'm thinking I will clearly define both, out of confusion.

Comments would be appreciated!

- Sherwin

5- Box Revisited

I don't know about you guys, but as this deadline approaches, I'm beginning to find a lot more flaws in some of the work I did previously. Just trying to Iron these things out. I redid my 5-box positioning statement. Curious to see what you all think...

Customer Benefits Exercise

Hey guys, This was from my presentation to Professor Nordhielm. I was a little stuck on some of the operation metrics. Maybe you guys have some good insight?

Feature Benefit Value Map

Hey All,

I created this map during class, and I think I have too many linkages, and I could probably add a few more benefits and features. But this is what I'm tinkering with right now. Comments would be appreciated!

- Sherwin

5 Box Exercise

After Monday's class, I realized I had to go back and revise my 5-Box positioning statement. I think mine was too complicated and wordy. This is much more simple. Lemme know what you guys think....

MV and Customer Definition

Main variable
The Main Variable, also called the category definition, is supposed to be something that the organization is already the category leader in.
Therefore this is what I think...

Main Variable: Nonprofit Iranian-American Cultural Organizations who host year long events which promote, encourage, and foster the charitable and educational interests of the Persian community.

I might still be confused about this but, I think I'm on the right track. On the other hand, I'm still quite confused about the dynamic variable.


CUSTOMER DEFINITION

Ali is a 45 year old software engineer who drops his children off to school in the morning every day on the way to work. Ali is an American-raised Iranian who works long hours and has little time to spend with his children. He wishes he could spend more time teaching them Farsi and the Iranian culture. Ali's wife, Mozhdeh works full time and calls home (Iran) about once a month to talk to her family. Neither have much time to cook or to learn how to cook Persian dishes. Ali knows a few Iranians in the area, but does not spend more than an afternoon with them in a months time. Ali's family attends the annual Norouz celebration hosted by the local University. Ali's son, Reza, is having a hard time adjusting in school, as he struggles with his cultural identity.


More to Come Soon....

More Thoughts

With regards to the Customer Attidunal stance, I would have to say that the target customer is definitely a HEART loyal. Again Persians are a very prideful group. Our country is in shambles, the US media portrays us negatively, the events in MD and the cultural importance strikes a major chord among constituents. It's almost, all they have going on, to remind them of the true value of their culture.

Honestly, I'm not sure if the whole heart, head, hand loyal thing really applies here. There aren't any other Iranian cultural NPs in the area. There is no other place where they can donate to Iranian related purposes than the IACS. But if we were to really force the framework to this context, then it would look something like this.

Head loyals, choose between IACS sponsored events and University sponsored events (for major events). (Although University events don't ask for donations ever). Heart loyals: See this is difficult. The Iranians in the area, support many of our groups (IACS, Universities, etc.). They go to IACS events, and University events. They only compete on the major cultural events. The only distinction really, is on how often some people attend events / donate, and those who don't come at all(whom I would categorize as hand loyals). So lets force the framework:

Heart loyals: Frequent attenders who donate
Head loyals: Attenders of major cultural events, usually non donors
Hand loyals, once in a blue moon attenders / non attenders

Again, my target audience are frequent attenders who donate occassionally, but I want
them to donate major.