It is impossible to meet all the needs of the target customers – a B-end product cannot meet all the functions of the hospital: such as the diagnosis and treatment system and the canteen system.
How is the general good B-end product positioning determined?
Let's take a look at the positioning of some ToB products:
DingTalk: Provide all-round digital email list management for small, medium and micro enterprise managers
Fenxiang Sales: Provide enterprises with mobile customer life cycle management that integrates sales management, marketing management and service management
School Treasure Online: Provide overall information solutions for education and training institutions
From the above excellent products in different industries, the general components of B-side product positioning can be extracted: target customers + differentiated components.
Compared with the C-side, the user value of the B-side users is often more rational and measurable. The core concept of B-end products is "cost reduction and efficiency increase". E.g:
CIchan: Save 35% punch-in costs, increase customer contracts by 40%, and increase corporate marketing by 80%.
DingTalk: Binding attendance and performance to reduce administrative staff statistics
Financial system: reduce the amount of financial calculation, storage and data storage
Share sales: help high-tech profitability increase by 30%
The above will be more general. Next, take the marketing consultant in the beauty salon that girls often go to as an example to break down what value the B-side can bring to users (cost reduction and efficiency increase):