the complete set of products and services a buyer needs to successfully achieve the objective they had when purchasing a specific product.
layers of product:
generic product: what's in the box and/or contract
expected product: what the buyer thought they were buying; minimal bundle of goods and services required to achieve the objective
augmented product: additional accessories that maximize the odds of achieving the objective
potential product: room for growth
a Start Up typically focuses on implementing the Generic Product, and Visionary Buyer-s take on the burden of assembling the rest of the Whole Product themselves. As you try to penetrate further into the Adoption Life Cycle, the buyers expect you to do that assembly.
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