Turu loomine

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Üks teema, mida oleme käsitlenud nii MicroLinki kui ka inkubaatori teenuste arendamisel - Kas ja millises mahus on võimalik luua B2B mudeliga uut turgu ja uut vajadust millegi täiesti seniolematu vastu.

Mina olen selles osas natuke skeptiline ja arvan, et kindlam strateegia on kujundada enda teenused kliendi vajadustest lähtuvalt. Teha teenuseid mingi olemasoleva probleemi lahendamiseks. Aga seda teemat laiemas ringis arutades leidsime ka edukaid näiteid sellest, et on loodud täiesti uut turgu. Näiteks Altex, kes läbi seminaride, blogimise, Twitterdamise ja internetiturunduse on loonud suure osa Eesti internetiturunduse teenuse turust. Või ka MicroLinki süsteemihaldus kes oli Eesti üks esimesi serveri- ja arvutitöökoha halduse pakkujaid ja kogu selle turu tekitas.

... aga äkki need on siiski näited sellest kuidas olemasolevale vajadusele, turundusele ja IT süsteemi käimashoidmisele, pakutakse lihtsalt teistsugune lahendus?

Nii, et küsimus mõtisklemiseks. Kas B2B turul tegutsedes on võimalik avastada ja kujundada klientides täiesti uus vajadus, seda seminaride, reklaami ja müügiga turgutada ja siis selle vajaduse rahuldamiseks hakata teenust pakkuma? Kas tead mõnda näidet? Kui palju selline tegevus aega ja raha nõuab?

P.S. Eraklientide puhul on muidugi võimalused selles vallas hoopis laiemad. Näiteks 3 aastat tagasi ei teadnud meist keegi, et enda tervise kaitsmiseks tuleb juua hapupiima 100ml plastmasspudelist. Vett aga on hoopiski kasulik torude (24 kr/m3) asemel pudelitega (10 kr/0,5l) transportida. Aga nüüd me teame! Kui tervislik hapupiim, siis Actimel. Kui vesi, siis Vichy!

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