Positioning USP Draf transkrip automatik penuh. Pembetulan istilah berdasarkan sumber direkodkan secara berasingan; tanda semakan menunjukkan perkataan yang perlu diperiksa. [00:00:00–00:00:06] Dan last sekali untuk chapter yang ni adalah kita nak kena clear tentang positioning kuadran. [semak: uncertain words] [00:00:06–00:00:08] Ini adalah 4 positioning yang awak boleh menang. [semak: uncertain words, number or amount] [00:00:09–00:00:10] Awak nak menang kat mana? [00:00:10–00:00:12] Awak nak menang jadi paling murah boleh. [00:00:13–00:00:15] Nak menang jadi paling quality boleh. [00:00:15–00:00:17] Paling laju boleh. [00:00:17–00:00:18] Paling secara dapat pun boleh. [00:00:18–00:00:20] Ni distribution ni terpaling mudah dapat. [semak: uncertain words] [00:00:21–00:00:23] Cita dia guys, fokus satu kalah semua. [semak: uncertain words] [00:00:24–00:00:27] Fokus satu sengaja kalah semua. [00:00:27–00:00:28] Contoh, saya ambil brand A. [00:00:28–00:00:30] nampak brand A cheap [semak: uncertain words] [00:00:30–00:00:32] dia memang 9.10 padu [semak: number or amount] [00:00:32–00:00:33] quality dia 4.10 [semak: number or amount] [00:00:33–00:00:35] speed dia tak menang [00:00:35–00:00:36] distribution tak menang [00:00:36–00:00:37] siapakah brand tersebut [00:00:37–00:00:39] dia adalah speed mart [semak: uncertain words] [00:00:39–00:00:40] waktu mula-mula dia start [00:00:40–00:00:42] speed mart terkenal dengan apa [00:00:42–00:00:44] dengan murah [00:00:44–00:00:45] bersensin [00:00:45–00:00:46] tapi bila investor dah masuk [00:00:46–00:00:48] barulah distribution [00:00:48–00:00:49] lepas itu distribution ni [semak: uncertain words] [00:00:49–00:00:50] jangan main [00:00:50–00:00:51] ini game jerung besar [00:00:51–00:00:53] distribution ni awak kena tunggu [00:00:53–00:00:55] bila awak dah start besar [00:00:55–00:00:56] ada investor [00:00:56–00:00:58] baru awak boleh game distribution [00:00:58–00:01:00] So that's why dalam papan ni tutup satu [semak: uncertain words] [00:01:00–00:01:02] Pilih salah satu orang nak menang kat mana [semak: uncertain words] [00:01:02–00:01:03] Macam ni dia menang pada chip [00:01:03–00:01:04] Tutup je satu [00:01:04–00:01:06] Apa lagi brand-brand yang menang pada chip [00:01:06–00:01:08] Contohnya kedai Speedmart [00:01:08–00:01:09] Mungkin Mr. DIY [00:01:10–00:01:12] Mungkin McZui apa [semak: uncertain words] [00:01:12–00:01:13] Yang air-air tu [00:01:13–00:01:16] Next pula brand yang menang pada quality [semak: uncertain words] [00:01:16–00:01:18] Brand apa yang menang pada quality [00:01:18–00:01:20] Contoh saya suka satu baju Melayu ni [00:01:22–00:01:24] Contohnya baju Melayu custom made Omar Ali [semak: uncertain words] [00:01:24–00:01:26] Dia nak jadi brand yang betul-betul premium [00:01:26–00:01:28] Contohnya kalau kita kedai makan [semak: uncertain words] [00:01:28–00:01:31] Oh saya makan dekat kedai makan premium ni [semak: uncertain words] [00:01:31–00:01:33] Dia memang nak pentingkan kualiti [00:01:33–00:01:34] Kedai makan tu memang mahal [00:01:34–00:01:35] Dah lah lambat siap [00:01:35–00:01:37] Fine dining contohnya [00:01:37–00:01:38] Tapi memang kualiti [00:01:38–00:01:39] Contohnya [00:01:39–00:01:41] Ada satu kedai makan dekat TTDI tu [00:01:41–00:01:43] Nama dia Midpoint contohnya [00:01:43–00:01:46] So dia nak buat beef yang sedap [semak: uncertain words] [00:01:46–00:01:47] Yang berkualiti [00:01:47–00:01:48] So dia bukan fokus pada chip [00:01:48–00:01:49] Dia bukan fokus pada speed [00:01:49–00:01:50] Memang normal [00:01:50–00:01:51] Tak laju tak cepat [00:01:51–00:01:51] Normal [00:01:51–00:01:53] Kedai lambat tapi kualiti [semak: uncertain words] [00:01:53–00:01:55] Sebab barang kualiti biasanya lambat [00:01:55–00:01:57] Contoh awak buat interior design [semak: uncertain words] [00:01:57–00:01:58] Awak bangga [semak: uncertain words] [00:01:58–00:02:00] Kami nak buat projek memang setahun tuan [semak: uncertain words] [00:02:00–00:02:01] Memang lambat [00:02:01–00:02:02] Tapi memang kualiti [00:02:02–00:02:03] Sebab kita akan pastikan [00:02:03–00:02:04] Semua wiring kita check [00:02:04–00:02:05] Ini semua kan [semak: uncertain words] [00:02:05–00:02:07] Pastikan binaan punya kualiti [00:02:07–00:02:09] Nak buat interior design [00:02:09–00:02:10] Planning pun kita sampai rebus banyak kali [semak: uncertain words] [00:02:10–00:02:12] Pastikan puan betul-betul puas hati [00:02:12–00:02:13] Ini rumah hidaman [00:02:13–00:02:14] Nampak [00:02:14–00:02:16] Barang kualiti memang kena slow [00:02:16–00:02:17] Dia tak boleh menang dua-dua tau [00:02:17–00:02:18] Kalau menang dua-dua [00:02:18–00:02:20] Awak tak ada unique selling point [00:02:20–00:02:22] Awak tak nampak unique [00:02:22–00:02:23] Satu lagi issue dia adalah [00:02:23–00:02:24] Awak tak ada margin profit [00:02:24–00:02:26] next pula brand C [semak: uncertain words] [00:02:26–00:02:28] brand C ni dia menang pada speed [00:02:28–00:02:30] kelajuan, ni contoh McDonald [00:02:30–00:02:33] brand-brand yang jenis touch and go laju-laju macam ni [00:02:33–00:02:34] tapi bila barang yang [semak: uncertain words] [00:02:34–00:02:37] laju biasanya kualiti tak tinggi sangat [00:02:37–00:02:38] bolehlah, sedap lah juga [00:02:38–00:02:41] tapi McDonald dah lah mahal, tak murah [00:02:41–00:02:42] ha nampak tak, cuma [semak: uncertain words] [00:02:42–00:02:45] kenapa McDonald boleh menang dekat distribution [00:02:45–00:02:46] juga sebab McDonald ni [00:02:46–00:02:48] dia dah ada investor company [00:02:48–00:02:50] di luar, ada juga brandy [semak: uncertain words] [00:02:50–00:02:52] yang masuk Malaysia, ni biasanya brand-brand [00:02:52–00:02:54] jerong lah, ataupun orang-orang kaya yang [00:02:54–00:02:56] buat bisnes ni, dia terus letak [00:02:56–00:02:58] dekat distribution, distribution ni adalah [00:02:58–00:02:59] letak terus dekat [00:03:01–00:03:02] seribu cawangan 7-Eleven [semak: number or amount] [00:03:02–00:03:04] seluruh Malaysia, checkmate, tapi [00:03:04–00:03:06] nak kena high risk lah, kena [00:03:06–00:03:07] stock banyak gila [00:03:08–00:03:10] ada pula yang menang dua-dua, chip dan [semak: uncertain words] [00:03:10–00:03:12] distribution, ni contoh speedmate sekarang [semak: uncertain words] [00:03:12–00:03:14] ada pula yang menang dua, distribution dan speed, ni contoh [00:03:14–00:03:16] McDonald's sekarang, so, point dia guys [semak: uncertain words] [00:03:16–00:03:18] sekarang ni, saya nak awak pilih [00:03:18–00:03:20] salah satu, pilih satu je [00:03:20–00:03:22] dia macam ni, awak kena pilih satu [00:03:22–00:03:23] awak nak menang kat mana [semak: uncertain words] [00:03:23–00:03:24] tutup distribution lah [00:03:25–00:03:25] anggap lah awak [00:03:25–00:03:27] kalau menang pada chip [00:03:27–00:03:28] awak kena letak chip awak ni [00:03:28–00:03:29] macam 8 [semak: number or amount] [00:03:29–00:03:30] ataupun 9 [semak: number or amount] [00:03:30–00:03:30] 10 [semak: uncertain words, number or amount] [00:03:30–00:03:31] yang ni letak lah [semak: uncertain words] [00:03:31–00:03:32] 3 per 10 [semak: uncertain words, number or amount] [00:03:32–00:03:32] 3 per 10 [semak: number or amount] [00:03:32–00:03:33] 3 per 10 [semak: uncertain words, number or amount] [00:03:33–00:03:34] lebih kurang macam tu [00:03:34–00:03:35] memang sengaja kita kalahkan semua [00:03:35–00:03:36] sebab [00:03:36–00:03:37] contoh [00:03:37–00:03:38] saya nak buat quality [00:03:38–00:03:39] tapi chip saya nak [00:03:39–00:03:40] still murah juga [00:03:40–00:03:41] 5 per 10 [semak: number or amount] [00:03:41–00:03:41] impossible [00:03:41–00:03:44] in order untuk bagi berkualiti [00:03:44–00:03:44] saya kena [00:03:44–00:03:45] mahalkan lagi [00:03:45–00:03:47] in order untuk berkualiti [00:03:47–00:03:48] saya kena [00:03:48–00:03:49] lambatkan lagi [00:03:49–00:03:50] memang itu hukum alam dia [00:03:50–00:03:51] so katalah [00:03:51–00:03:53] saya dah pilih quality sebagai saya punya [semak: uncertain words] [00:03:53–00:03:55] USP. Sekarang ni saya nak [00:03:55–00:03:57] awak keluarkan apakah [00:03:58–00:03:59] USP, unique selling [00:03:59–00:04:01] point, unique selling proposition [00:04:02–00:04:03] untuk positioning awak tu [00:04:03–00:04:05] sebab bila kita kata quality [semak: uncertain words] [00:04:05–00:04:07] quality ni subjektif. Quality ni apa? [00:04:08–00:04:09] keluarkan lah apa quality [semak: uncertain words] [00:04:09–00:04:11] oh saya punya quality bagi saya [semak: uncertain words] [00:04:12–00:04:13] saya buat [00:04:13–00:04:15] custom design ni memang lawa. Memang designer [00:04:15–00:04:17] saya memang professional. Lepas tu tuan [00:04:17–00:04:19] printing saya, saya siap bagi free [00:04:19–00:04:21] nak tukar design 3 kali. Free. Push [semak: number or amount] [00:04:21–00:04:23] quality betul eh, yes memang nak quality [semak: uncertain words] [00:04:23–00:04:25] lepas tu tuan, bila customer bayar je deposit, saya terus [00:04:25–00:04:27] bagi dia tester, 5 size kita bagi [semak: number or amount] [00:04:28–00:04:29] S, M, L [00:04:29–00:04:31] X, L, XXL, contohnya [semak: uncertain words] [00:04:31–00:04:33] serius lah, serius, itu a part [semak: uncertain words] [00:04:33–00:04:35] of kita punya quality [00:04:35–00:04:37] service, bagus nampak [semak: uncertain words] [00:04:37–00:04:39] awak yang kena define quality [00:04:39–00:04:41] untuk kedai printing lain, mungkin dia kata quality dia [00:04:41–00:04:43] adalah material, ada yang kata [00:04:43–00:04:44] kedai lain pula, quality kami adalah packaging [00:04:44–00:04:47] kita punya packaging ni macam beli [semak: uncertain words] [00:04:47–00:04:49] brand branded ni, sampai boleh [semak: uncertain words] [00:04:49–00:04:51] buat business terus, apa pula [00:04:51–00:04:53] Kualiti, oh kualiti kita, sekian-sekian [00:04:53–00:04:55] Macam tu, so katalah awak kata speed [semak: uncertain words] [00:04:55–00:04:57] So awak kena define lah, speed, oh kita [semak: uncertain words] [00:04:57–00:04:59] Available setiap malam, kita boleh siap dalam [semak: uncertain words] [00:04:59–00:05:01] Masa satu hari, tapi kualiti [00:05:01–00:05:03] Biasa-biasa lah tu kan, tapi instant, haa macam tu [semak: uncertain words] [00:05:03–00:05:05] Harga mahal, so that's why [00:05:05–00:05:07] Kalau awak pilih chip, define chip awak [00:05:07–00:05:08] Keluarkan tiga, dan kalau boleh [00:05:08–00:05:11] Dia kena ada numbers, dia tak boleh macam [semak: uncertain words] [00:05:12–00:05:13] Padu, terbaik [00:05:13–00:05:14] Cantik, come on lah [semak: uncertain words] [00:05:14–00:05:17] Cuba luahkan, sebab bila kita [semak: uncertain words] [00:05:17–00:05:18] Kata murah, apa yang murah [00:05:19–00:05:21] Contoh awak kata, oh saya punya kedai makan murah [00:05:21–00:05:22] Apa yang murah? [semak: uncertain words] [00:05:22–00:05:26] Oh menu saya di bawah harga market 30% [semak: uncertain words, number or amount] [00:05:26–00:05:28] Dengan killer menu nasi ayam [00:05:28–00:05:29] Nasi ayam saya murah [00:05:29–00:05:31] Oh yang lain mahal, ok faham [semak: uncertain words] [00:05:31–00:05:32] Contoh murah lagi apa murah? [00:05:32–00:05:36] Air saya hidangkan air sirap, sekian-sekian-sekian, murah [00:05:37–00:05:38] Set lunch saya, apa yang murah? [00:05:39–00:05:40] Kenapa awak menang pada murah? [00:05:40–00:05:41] Define murah [00:05:41–00:05:42] So macam tu guys [00:05:42–00:05:44] So bila awak tengok benda ni [00:05:44–00:05:46] Awak dah start nampak [00:05:46–00:05:48] yang saya [semak: uncertain words] [00:05:48–00:05:49] dah ajar empat-empat ni. Macam [00:05:49–00:05:51] main problem [semak: uncertain words] [00:05:51–00:05:53] target audience [00:05:53–00:05:55] repeatable solution dan positioning [00:05:55–00:05:57] USP. So, bila awak clear [00:05:57–00:05:58] pasal keempat-empat ni [00:05:59–00:06:01] barulah awak boleh [00:06:01–00:06:03] membina satu [00:06:03–00:06:05] positioning yang mantap [00:06:05–00:06:07] bukan mantap dari sudut [semak: uncertain words] [00:06:07–00:06:09] problem tepat. Audience pun [00:06:09–00:06:11] betul. Solution yang awak [00:06:11–00:06:13] bagi ni pun orang repeat. Tapi [00:06:13–00:06:14] nampak unik. [00:06:14–00:06:16] Unik di mata customer [semak: uncertain words] [00:06:16–00:06:17] Sampai customer repeat [00:06:17–00:06:18] Sebab dia clear [00:06:18–00:06:19] Oh awak murah [00:06:19–00:06:21] Oh awak laju [00:06:21–00:06:22] Oh awak quality [00:06:22–00:06:25] So bila investor dah masuk [00:06:26–00:06:26] Barulah [00:06:26–00:06:29] Awak ada distribution power [00:06:29–00:06:30] So guys [00:06:30–00:06:31] Itu untuk topik yang ni [00:06:31–00:06:32] Topik 2 ni [semak: uncertain words, number or amount] [00:06:32–00:06:33] Heavy sikit minta maaf [00:06:33–00:06:35] Awak boleh buat kotak yang tadi [00:06:35–00:06:35] Yang saya dah tunjukkan tadi [00:06:35–00:06:36] Buat kotak tu [00:06:36–00:06:39] Sekarang ni awak boleh cuba untuk design [00:06:39–00:06:41] Contoh awak tengok kotak ni [00:06:41–00:06:43] Cuba buat kotak macam ni [00:06:43–00:06:44] Buat 1, 2 [semak: number or amount] [00:06:44–00:06:46] buat cheap quality speed distribution [semak: uncertain words] [00:06:46–00:06:47] tulis per 10 berapa [semak: uncertain words, number or amount] [00:06:47–00:06:50] per 10 berapa, per 10 berapa, per 10 berapa [semak: number or amount] [00:06:50–00:06:52] ok, so kita jumpa dalam video [semak: uncertain words] [00:06:52–00:06:53] yang seterusnya