Market Access
How the market is delivered
Improving the dimensions of market performance.
Our Access Lens helps us see the connections between how value is delivered and why consumers transact.
We use this lens to help us to locate market distance, barriers and complexity, and to help us increase market proximity, accessibility, simplicity and affordability.
Access is the market force that makes the market increasingly available, accessible, simple and affordable. Improved access is the easiest and most reliable path to activating new market capacity. Degraded or underdeveloped market access is the leading cause of new market-system failure, and the biggest driver of market non-consumption and under-consumption.
Access in the market force best associated with market performance. The current market capacity for access is best measured by overall market activity.
To improve access a market-systems must work to deliver value more simply, affordably, quickly and conveniently.
Market Access Trajectory
- from distant >> to ubiquitous
- from complex >> to simple
- from exclusive >> to accessible
- from expensive >> to affordable
- from visible delivery-systems >> to invisible delivery-systems
Market Access Drivers
- Affordability (Market Cost)
- Speed, Convenience, Simplicity (Market Time)
- Ubiquitous, Nearby (Market Proximity)
- Emotionally or Psychologically Resonant (Market Experience)
- Exclusivity or Intimacy (Market Fidelity)
- Integration (Market Completeness/One Stop Market)