[Section 3.0] Solution 2.0/2.0 -- Designed Around Optimal User Value

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The challenges and desires that 2.0/2.0 Consulting's network of end-users seek define Solution 2.0/2.0. In the following two sections (3 and 4) we've worked backwards from the key user experiences to clearly identify and present the value of Solution 2.0/2.0.

Brand 2.0 Customer Value - Solution 2.0/2.0 provides a network of channels through which Brand 2.0’s end-customers can share their opinions and evaluations of the company’s product or service. Through product ratings, evaluations, tagging on social network sites (external to the company), and company-sponsored community sites, end-customers can express their likes, dislikes and desires about a product – and the brand can sense and engage with this customer activity.

This aspect of Solution 2.0/2.0 affects the brand's customer in the following ways:

• Rationally: Brand 2.0’s customers see their thoughts about the brands they use affect future product decisions, packaging or pricing decisions, and even the purchasing decisions of others in their SNS communities. These customers choose to purchase these better designed products because they've essentially helped co-create them, so they meet their needs precisely.

• Emotionally: The customer of Brand 2.0 feels that the brand cares about its customers because it listens to them and engages with them on SNS and through product innovations. This makes the customer happy because they feel they've developed a deep and genuine relationship with the Brand 2.0.

• Politically: Brand 2.0 makes its customers feel that they’re part of a larger community. Solution 2.0/2.0 allows Brand 2.0 to bring together an entire ecosystem of users and Brand 2.0 employees. The customer of Brand 2.0 feels that they are one consumer voice for many consumers.  Other brands who offer similar products don't do anything like this, which makes them less appealing.

Brand 2.0 R&D and Marketing - Soluton 2.0/2.0 removes two huge constraints for the brand's R&D and Marketing Teams: information transfer between R&D and Marketing and between the brand and the customer. Solution 2.0/2.0 helps brands leverage their presence on various social networks to evaluate, vet, and test new product ideas and/or to discover new product ideas and trends. The 2.0/2.0 System makes certain brands keep their fingers on the pulse of the latest trends and customer needs.

This aspect of Solution 2.0/2.0 affects Brand 2.0's R&D and Marketing Teams in the following ways:

• Rationally: Brand 2.0 Marketing and R&D save money on focus groups and market research by aggregating customer "noise" from SNS and their own organically-grown customer communities.

• Emotionally: Brand 2.0 Marketing and R&D feel that they have to put less of their time into organizing focus groups and usability tests because they have pools of customers ready and waiting to do it for free because they’ve built strong relationships based on mutual value exchange.

• Politically: Brand 2.0 Marketing and R&D don't have to argue about which products to launch or how to launch them based on information they come up with on their own in a conference room. Information on where innovation should happen now comes directly from the customer network they've developed through the right social media channels.

Brand 2.0 Senior Management - Because R&D and Marketing will be interacting directly with customer communities, Brand 2.0 will save time and moneyy in bringing product to market.

This aspect of Solution 2.0/2.0 affects Brand 2.0's Senior Management Team in the following ways:

• Rationally: Brand 2.0 products will go to market faster, more efficiently, and with more impact because customer needs will lead Brand 2.0 in the right direction the entire time. Brand 2.0 will cut costs by decreasing waste in the product development and marketing pipelines. Brand 2.0 will raise revenues by developing products that exactly meet customer needs.

• Emotionally: Brand 2.0 will feel closer to its end-customer because its R&D and marketing teams are connecting with them more intimately, accurately, and efficiently.

• Politically: Brand 2.0 will have a competitive advantage because they will collectively know their customers’ needs better than their Brand 1.0 competitors who are still doing product development the old-fashioned command-and-control / plan-and-push way.  Brand 2.0 shareholders and investors will also be happy and bring more capital into the organization.

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