The creation of diversified business models for the same product may be necessary primarily in a business strategy of market diversification or target audience. The topic is addressed by a report from Portal HSM, which interviewed management experts and advocates that companies maintain their focus, investing in the flexibility of strategies and developing the capacity to simultaneously serve diverse audiences.

Consultant Leonardo Toscano is one of the interviewees in the article and believes that, especially in the service sector, changes to the standard model are necessary to increase the number of closed contracts. The expert proposes a basic formula to follow for diversification without losing focus: “The company should maintain a standardization of about 70%”, Toscano states in an interview with HSM.Com.

The remaining 30%, in the specialist's opinion, serve as a margin for defining specific parameters that will be included in the business model, with a view to serving a particular contract or market. Toscano also advises that, when diversifying, companies should use outsourced services as a guarantee of maintaining the core business of their original business model.

According to project analyst Igor Mascarenhas, who was also interviewed by the report, this percentage dedicated to new models should focus on the customer, not the product. In other words, companies seeking to meet the needs of differentiated markets or audiences should change the offering model that surrounds the niche they aim for, not the products and services themselves. The initial strategy guidelines, such as goals and standards, costs, and personnel management, should be maintained.

To give an example, Mascarenhas cites online sales, whose audience has a different profile than the buyer in physical stores. In this case, investments in logistics and infrastructure change, for example; but the sales model should prevail in both channels, as the specialist advises.

With information from the HSM Portal