Catching the small fishes ®

How to turn small businesses into

customers and being profitable ?

Dimitri Carbonnelle

How do you catch small fishes ?

Dimitri Carbonnelle (SFR)

You go direct ?

Weight Ratio

1 / 85 000 000

How ? Swallow huges amount of water and

filters it out to keep the krills

No intermediaries but …

Weight and Speed ! Dimitri Carbonnelle (SFR)

You go indirect ?

Weight Ratio

1 / 5

Quicker and slimmer but …

Depends on each part of the chain to eat

How ?

Dimitri Carbonnelle (SFR)

In between ?

Weight Ratio

1 / 3000

Less dependant but

Shark’s Prey

How ?

Dimitri Carbonnelle (SFR)

Small Businesses on the Long Tail

Nb of companies

Size / Value

per company

How do you get those

without becoming a whale ? Dimitri Carbonnelle (SFR)

What’s different about Small Companies ?

Large Medium Small

Price

Cost

• Higher price BUT

distribution and sales force costs can outweigh it

• Expectations close to medium and large companies

Dimitri Carbonnelle (SFR)

Potential

Sales Costs

Impact ?

Oversized (B2B solutions)

Undersized (B2C solutions)

• From Small Business perspective

Vs Vs

• From vendor’s perspective

Too fragmented Too expensive to cover

Dimitri Carbonnelle (SFR)

Untapped Market

Opportunity

Goal :

Provide the fittest solutions

at the most appropriate cost

Dimitri Carbonnelle (SFR)

How can we handle it ?

So you can Focus on the Value

• Eliminate

Too much customisation

• Move

Administrative &

repetitive tasks

• Digitize

All tasks that can be

done directly by customer

Dimitri Carbonnelle (SFR)

Eliminate : Too much customisation

B2B

Standard

Customized

B2C Mass

Customisation

Modular

Dimitri Carbonnelle (SFR)

Mass Customisation

Move : Mix B2B & B2C selling strategies

B2B

B2C

Dimitri Carbonnelle (SFR)

Move : Massive Catching

Use B2C techniques to

- Build and qualify your database

- Filter out

- Get « Sales Ready » Leads

Use B2B techniques to

- Deepen customer needs

- Adapt offer

- Transform into sales

Dimitri Carbonnelle (SFR)

Digitize : Self-Service

Reduce the hassle of the customer and yours …

- Self Customisation through internet (web/mobile)

- Direct access to billing info, analysis

- Self - adaptable offers

Dimitri Carbonnelle (SFR)

Focus on value

Optimize costs at your customer :

- Reduce unnecessary costs

(unused lines, inadequate offers…)

and increase customer loyalty

Offer real solutions to solve customers issues

- Critical applications

- Solutions for their Sales Reps,

Technicians…

- Help to build partnerships

Dimitri Carbonnelle (SFR)

Key Messages

• « Blue Ocean » Market Think out of the box

• Mix B2B & B2C Strategies

• Adapt your organisation to fulfill SME needs

without jeopardizing your margins :

- Industrialize your solutions & processes so they are reusable

- Push digitization : Self Care, Self Buy, Self Customize…

- Make it simple for your customer and you !

Dimitri Carbonnelle (SFR)

Questions ?

Dimitri Carbonnelle