TESLA Analysis
Write up of TESLA:
-Stakeholder analysis
-SWOT analysis
-Customer Segments( Technology Enthusiasts, Early Adopters, Early Maturity, Late Maturity, Laggards.
-Conclusion including prioritization of company’s future challenges.
Adopter Categories: Characteristics
In Roger’s adopter categories, he acknowledges that not everyone possesses the same motivation to adopt new technologies.
1. Early adopters: This group tends to create opinions, which propel trends. They are not unlike innovators in how quickly they take on new technologies and ideas but are more concerned about their reputation as being ahead of the curve.
2. Early majority: If an idea or other innovation enters this group, it tends to be widely adopted before long. This group makes decisions based on utility and practical benefits over coolness.
3. Late majority: The late majority shares some traits with the early majority but is more cautious before committing, needing more hand-holding as they adopt.
4. Laggards: This group is slow to adapt to new ideas or technology. They tend to adopt only when they are forced to or because everyone else has already.
When comparing these groups, the progression of adoption is gradual and logical. Most marketers and business developers find that bridging the gap between early adopters and the early majority is their most vexing task. It represents a fundamental change in behavior to adopt something because it is new and cool and then progress to judging and adopting some innovation because it is valuable, useful, and productive. In the case of the early majority, coolness might be a detriment.
