{"id":30681,"date":"2021-05-30T15:25:57","date_gmt":"2021-05-30T13:25:57","guid":{"rendered":"https:\/\/www.monempresarial.com\/2021\/05\/10\/crea-productos-y-servicios-que-compraran-y-usaran\/"},"modified":"2025-06-06T10:03:15","modified_gmt":"2025-06-06T08:03:15","slug":"crea-productes-i-serveis-que-siguin-comprats-i-usats","status":"publish","type":"post","link":"https:\/\/www.monempresarial.com\/ca\/2021\/05\/30\/crea-productes-i-serveis-que-siguin-comprats-i-usats\/","title":{"rendered":"Crea productes i serveis que siguin comprats i usats"},"content":{"rendered":"<h4 style=\"color: #602d11;\"><strong>Si has dedicat temps a escoltar els teus clients potencials (vegeu M\u00f3n Empresarial 20) i has qualificat i quantificat el teu mercat (21), comences a tenir una idea de les necessitats i prefer\u00e8ncies dels teus clients. El seg\u00fcent pas consistir\u00e0 a dissenyar alguna cosa que correspongui a all\u00f2 que el teu mercat espera de tu.<\/strong><\/h4>\n<h4><span style=\"color: #663300; font-weight: bold; text-transform: uppercase;\">S\u00e9bastien Bauer. <\/span><strong>Professor de programes d\u2019emprenedoria a la TBS Education \u2013 Barcelona, la UAB i la UIC.<\/strong><\/h4>\n<hr style=\"color: #b72126;\" \/>\n<p>El problema \u00e9s que no et poden dir qu\u00e8 \u00e9s el que volen. Com va dir Henry Ford: &#8220;Si hagu\u00e9s preguntat als meus clients qu\u00e8 volien, m\u2019haurien contestat que cavalls m\u00e9s r\u00e0pids.&#8221; O Steve Jobs: &#8220;Moltes vegades, la gent no sap el que vol fins que no l&#8217;hi ensenyes.&#8221; O dit d&#8217;una altra manera, dissenyar productes o serveis reeixits \u00e9s com jugar una partida de Master Mind: has de trobar la combinaci\u00f3 perfecta per a alg\u00fa que \u00fanicament pot contestar &#8220;s\u00ed o no&#8221;, &#8220;blanc o negre&#8221;. La soluci\u00f3: com en una partida de Master Mind, assajar combinacions, fallar, aprendre i progressar. Els millors jugadors fallen met\u00f2dicament i realitzen grans progressos amb un redu\u00eft nombre d&#8217;iteracions.<\/p>\n<p>Una jove startup espanyola de gran projecci\u00f3, Allread Machine Learning Technologies, va n\u00e9ixer preguntant-se qu\u00e8 podien crear a partir d&#8217;un algoritme capa\u00e7 de millorar la manera com les c\u00e0meres &#8220;llegeixen&#8221; textos del nostre entorn. Van comen\u00e7ar dissenyant una app que identificava un producte nom\u00e9s pel fet de passejar la c\u00e0mera del tel\u00e8fon per davant de la caixa: no van trobar-ne el mercat, per\u00f2 van aprendre molt d&#8217;aquest frac\u00e0s. El seu segon intent va ser una app de lectura de comptadors de subministraments: un \u00e8xit a mitges que els va permetre realitzar-ne les primeres vendes, per\u00f2 que no arribava als objectius que s&#8217;havien fixat. El m\u00e9s important: l&#8217;objectiu de cada intent no era vendre, sin\u00f3 entendre. El seu tercer intent, una soluci\u00f3 d&#8217;alta qualitat i baix cost per al transport de mercaderies, va incorporar lli\u00e7ons dels dos primers i est\u00e0 sent tot un \u00e8xit.<\/p>\n<h4 style=\"text-align: center;\"><span style=\"color: #663300;\"><strong>Els conceptes claus d&#8217;aquesta estrat\u00e8gia s\u00f3n el Producte M\u00ednim Viable (en angl\u00e8s, MVP) i els Prototips de Baixa Qualitat i Alta Qualitat (<\/strong><a style=\"color: #663300;\" href=\"https:\/\/blog.adobe.com\/en\/publish\/2017\/11\/29\/prototyping-difference-low-fidelity-high-fidelity-prototypes-use.html#gs.uux37y\"><strong><em>Lo-fi &amp; Hi-fi Prototypes<\/em><\/strong><\/a><strong>). Airbnb va validar la seva idea de negoci venent-ne el servei a Craigslist, molt abans de dissenyar-ne la web i l\u2019<em>app<\/em>. Mitjan\u00e7ant l\u2019experiment, els seus fundadors van aprendre que no necessitaven pas un web sofisticada per vendre, per\u00f2 s\u00ed que les fotos fossin professionals: l&#8217;\u00e8xit de la teva empresa rau a descobrir on cal posar-hi la qualitat i on no importa, i per aix\u00f2, les t\u00e8cniques del m\u00e0rqueting tradicional (com ara enquestes i <em>focus groups<\/em>) serveixen de ben poc, perqu\u00e8 els teus clients &#8220;no saben el que volen fins que no els ho ensenyes&#8221;. Per aix\u00f2, resulta m\u00e9s adient de fer servir les eines que permeten fabricar prototips d&#8217;<em>apps<\/em> sense codi (vegeu <em>M\u00f3n Empresarial<\/em> 22).<\/strong><\/span><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Si has dedicado tiempo a escuchar a tus clientes potenciales (ver Mundo Empresarial 20) y has cualificado y cuantificado tu mercado (21), empiezas a tener una idea de las necesidades y preferencias de tus clientes. El siguiente paso consiste en dise\u00f1ar algo que corresponda a lo que tu mercado espera.<\/p>\n","protected":false},"author":70,"featured_media":30679,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"mc4wp_mailchimp_campaign":[],"jnews-multi-image_gallery":[],"jnews_single_post":{"source_name":"","source_url":"","via_name":"","via_url":"","override_template":"0","override":[{"template":"1","single_blog_custom":"","parallax":"1","fullscreen":"1","layout":"right-sidebar","sidebar":"default-sidebar","second_sidebar":"default-sidebar","sticky_sidebar":"1","share_position":"bottom","share_float_style":"share-monocrhome","show_share_counter":"1","show_view_counter":"1","show_featured":"1","show_post_meta":"1","show_post_author":"1","show_post_author_image":"1","show_post_date":"1","post_date_format":"default","post_date_format_custom":"Y\/m\/d","show_post_category":"0","show_post_reading_time":"1","post_reading_time_wpm":"300","show_zoom_button":"0","zoom_button_out_step":"2","zoom_button_in_step":"3","show_post_tag":"1","show_prev_next_post":"0","show_popup_post":"1","number_popup_post":"2","show_author_box":"1","show_post_related":"1","show_inline_post_related":"1"}],"override_image_size":"0","image_override":[{"single_post_thumbnail_size":"crop-715","single_post_gallery_size":"crop-500"}],"trending_post":"0","trending_post_position":"meta","trending_post_label":"Trending","sponsored_post":"1","sponsored_post_label":"Patrocinat per","sponsored_post_name":"Consorci Zona Franca Barcelona","sponsored_post_url":"https:\/\/zfbarcelona.es\/ca\/","sponsored_post_logo_enable":"1","sponsored_post_logo":"40377","sponsored_post_desc":"","disable_ad":"0"},"jnews_primary_category":{"id":"10826","hide":""}},"categories":[9,10820,10826,10819,37,42],"tags":[252,270,436,5587,7425,10045,10605],"_links":{"self":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts\/30681"}],"collection":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/users\/70"}],"replies":[{"embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/comments?post=30681"}],"version-history":[{"count":7,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts\/30681\/revisions"}],"predecessor-version":[{"id":46104,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/posts\/30681\/revisions\/46104"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/media\/30679"}],"wp:attachment":[{"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/media?parent=30681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/categories?post=30681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.monempresarial.com\/ca\/wp-json\/wp\/v2\/tags?post=30681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}