Impunity wrote:It will be complicated initially but possible to refine later.
Think about the first car which was steam operated by burning firewood...so bulky.Who thought we could have ICE the size of Vitz and Proboxies?
yeah... that's my point! right... my analogy of the camera in 1996 is that exact hint. Of course hindsight is 20-20 and everyone is a genius looking behind - right? Here is what I think - OK. Hardware unlike software is much more difficult to innovate and release quickly simply because it has something nasty called DISTRIBUTION CHANNELS i.e. the way your product lands on the customer's feet/doorstep - you need to figure this out.
I gave the reference to "CROSSING THE CHASM". The Car when invented was on the left side of the Chasm - right. Smoky machine, slow and e.t.c.
Tech Enthusiasts and Visionaries bought into it - right? but it wasn't until until the Model T by Ford that the cars crossed the Chasm ok.
So if we could backup a bit to the Ugali Maker - we have a limited number of persons who eat ugali. I have my biases that Ugali is eaten less when people get better off, but that is just me - so let's ignore that.
We have an average disposable income for people in this market.
We have existing options Sufurias of all sizes e.t.c. cheap workers to stir the paste into being ugali and they are pretty good at it. Like all version 0.1. products your ugali maker will not make the best ugali EVER! right? Think Nescafe and Kawaida coffee. Right? So you if you are going to survive - you need to make some decision up front...
1) WHO IS YOUR CUSTOMER (the one buying Version 0.1).
2) WHY IS HE BUYING?
once you figure this out (you are in 1996) - iterate and iterate and iterate until you have a product/process that is attractive to the pragmatists) and you will be a financial success. The version 0.1. customer is not the customer who will make you rich (think Hotels, Prisons e.t.c.) he/she is a stepping stone - think war terms... you need to capture normandy before you can capture berlin...
In my opinion, who your normandy is should be best described by the
the theory of disruption - lookup it up . in this case - your end goal is to ensure that all 150 million people who consume Ugali use your product and not the many sized cooking pots they have [THIS IS BERLIN]. How will you attack that market? The theory gives us hints - for example... attack persons who are not consuming Ugali and are desperate to do so. Since the normal person has to make a decision - do I buy your (possibly more expensive) product or do I make ugali the same old way I was used to - which produces better Ugali that your version 0.1 product [YOUR NORMANDY].
Your version 0.1 will be a crummy product and you need a customer to buy it so that you can continuously improve in order to cross the Chasm and sell to everyone (150 million people).
Examples of this are all over - Equity bank with banking kawaida mwananchi before eating the cheese that was barclays...
Digital cameras went through the same process - version 0.1 was terrible compared to the then kawaida film product - but it was marketed to a section of society that did not care about the shortcomings since they were non consumers of the existing film technology and with time it disrupted the film technology. Transistor radios and TVs disrupted Vacuum tube companies in exactly the same way by selling crummy but portable products to young people who wanted to listen to Rock music away from the parents who owned the big bulky machine that was the Radio. Your product has to replace the current ugali making process but you need to start somewhere... with someone....
So again.. WHO IS YOUR VERSION 0.1 CUSTOMER? A PERSON WHO WILL OVERLOOK ALL SHORTCOMINGS FOR SOME ADDED BENEFIT AND SHOULD IDEALLY BE NON CONSUMING.
By the way - if you are able to figure this out... the same model can be used to disrupt MPESA and Equity bank.... coz it's almost a reverse of the existing disruption model. Since the majority of the consumers are not well off and the service is fairly good.
All Mushrooms are edible! Some Mushroom are only edible ONCE!