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>Note- The following definitions aren’t necessarily >what other authors would use or how they would use >them. So, I want to be sure these are understood. >These examples explain the definitions to bring out >wider meanings. > >Overshooting means having a wider range of benefits >&/or more depth of benefits than a customer needs. >Basically, it means users settle for paying a higher >price to get they want or need. The price is higher >because of the whole ranges of benefits provided. >Total cereal generally tastes good, can fill my >stomach & is touted as having more nutrients than any >other cereal. You’d have to XX number of bowls of >cereal ABC to get the nutrition in just 1 bowl of >Total. That’s nice, but I eat more than one meal per >day, so I don’t need a day’s worth of nutrition in my >first daily meal. > >Undershooting means having a narrower range of >benefits &/or less depth of benefits than a customer >needs. Basically, it means users settle for less than >what they want or need. Corn Flakes cereal has >significantly less nutrition, including fiber, than >many cereals. Though it can fill my stomach, I don’t >like the taste & I prefer more nutrition in a meal. > >Please be aware - You understand things related to >your business since you deal with them often. It >doesn’t mean customers & prospects won’t be confused. >This next example is kind of confusing, so I’m >including it to give an idea what some customers might >put up with to be able to do some things. If you can >configure services & products (even those you don’t >manufacture) to make them more useful & less >confusing, you’d be providing a great benefit. >Unfortunately, End User License Agreements usually >specify changing programming coding isn’t allowed. You >might also void some warranties by changing some >products. > >Can a product overshoot & undershoot the same person? >Yes. >Though I’ve gotten used to various versions & editions >of Microsoft Office, I prefer Lotus Organizer in the >Millennium Smart Suite. Outlook doesn’t provide what I >like about Organizer. Freelance Graphics also has >templates I think are useful, even without making >presentations. >I don’t make multimedia presentations, so any version >of MS Office with PowerPoint overshoots what I need. >Office 2003 Small Business Edition has Outlook 2003 >with Business Contact Manager, so it offers something >Lotus Organizer doesn’t. But to use the Business >Contact Manager, a person needs a computer built after >2000 to be fast enough. >Excel 2003 can do things Excel 97 can’t, but the Small >Business Financial Manager only works with Excel 97. >Here’s my frustration- I still use Excel 97 with the >Small Business Financial Manager. I use Excel 2003 for >more functionality. >I use Access 2000 for more functionality than Access >97. >I have Office 2000 & 2 versions of Office 97 installed >in older computers & Microsoft doesn’t like it when >people install the same copy of its software on >multiple computers. >If I only used one computer - Can you imagine trying >to download updates for these various versions & >inserting the CD-ROMs to prove I own them legally? >This would be besides the frustration of having 2-3 >versions of Excel in one computer. It does work, but >not so smoothly. “Was that calculation done by Excel >97 or 2003? No, it’s in the computer with Office 2000.” >The Moral- Make things as easy as you can for >customers. Solutions you offer shouldn’t cause more >problems. > >Range of benefits means how many things a product can >do. Microsoft Office 2000 Professional has PowerPoint >& Binder. I haven’t used either of these & I don’t >know if I ever will. >Depth of benefits means how well a product solves a >problem. Office 97 Small Business Edition has Excel, >but doesn’t have Access. Excel can do some database >tasks, but it’s not as useful as Access for processing >concepts for writing sales copy. >To have the Office 97 Small Business Financial Manager >& Access 97, I’ve bought the Professional & Small >Business Edition of Office 97. >Years later, Office 2000 was released. > >Dennis S. Vogel >thrivingbusiness@email.com >Are you waiting results from your marketing >investment? Why? Your target market isn't waiting for >you, they're getting benefits from somebody else. You >should at least be learning while you wait. Here's >free information to help you get results sooner. >http://web1.lakefield.net/~thrivingbusiness/ >http://www.voy.com/31049/

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