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Profile of a potential R&D customer - Coggle Diagram
Profile of a potential R&D customer
USER PROFILE CONCEPT
RD B2B USER PROFILE STRUCTURE:
Customers are companies
But communication is with people
=>> RD user profile =
Company Profile + Job Role Profile
JOB ROLE PROFILE (OVERVIEW)
User position
CEO / OWNER / FOUNDER
CEO, General Manager, Owner, Co-Founder, etc
Role in Decision
Despite having only 7% but possess
significant decision-making power.
Final approval
Evaluates long-term cooperation value
Controls risk, cash flow, and strategy
Main Pain Points
High operating costs
Market competition
Supply chain risks
Scalability of suppliers
What CEOs Care About Most
Can this supplier grow with us?
Is this cooperation safe and stable?
Will this reduce long-term cost and risk?
ENGINEER / TECHNICAL ENGINEER
(Mechanical Engineer, Design Engineer,
Mechanical Design Engineer, Manufacturing Engineer,
Project Engineer, etc)
Role in Decision
Accounts for 55% of R&D customers
– the highest percentage.
Checks drawings, tolerance, materials, process
Recommends or rejects suppliers technically
Evaluates technical feasibility
Main Pain Points
Tight project deadlines
Complex part structures
High responsibility for quality failures
Risk of rework or design changes
Uncertainty about supplier technical capability
What Engineers Care About Most
Can you manufacture exactly as drawing?
Can you suggest design-for-manufacturing improvements?
Can you meet lead time?
Example:
A German automation company needs CNC aluminum parts for a prototype.The engineer is worried about ±0.01mm tolerance and surface finish.
The supplier reviews the drawing, suggests changing one radius to reduce machining time, and provides inspection photos.
Result: Engineer strongly recommends this supplier to purchasing.
PURCHASING / PROCUREMENT MANAGER (Buyer, Purchasing, Purchasing Specialist, Senior Sourcing Manager, Purchasing Manager, Sourcing Strategy Manager, etc)
Role in Decision
Accounts for 14%
Compares suppliers
Negotiates price, MOQ, payment terms
Manages supplier performance & risk
Main Pain Points
Cost pressure from management
Need for stable pricing
Fear of delivery delays
Supplier reliability & communication issues
What Purchasing Cares About Most
Competitive & stable price
On-time delivery history
Clear quotation structure
Risk control (backup plans)
PRODUCT DESIGNER / INDUSTRIAL DESIGNER
(Designer, Mechanical designer,
Product designer, Drafter, etc)
Role in Decision
Approximately 5%, which is the initial
stage for the engineer.
Controls product appearance
Selects materials, surface finish
Influences early-stage supplier choice
Main Pain Points
Limited manufacturing knowledge
High local manufacturing cost
Difficulty producing small batches
Material & finishing uncertainty
What Designers Care About Most
Can you make my design look good?
Can you advise on materials & finishing?
Can you produce small batches?
PROJECT MANAGER (Project manager,
Technical project manager, Resource manager,
Project coordinator, Project director,
NPI production planner, etc)
Role in Decision
hold 4%, primarily responsible for
overseeing the overall project progress
and coordinating resources
Coordinates internal teams
Controls timeline & project milestones
Manages supplier communication
Main Pain Points
Schedule delays
Poor communication
Unexpected cost changes
Risk of missing launch deadlines
What Project Managers Care About Most
Clear timeline
Fast response
Transparency
Risk warning in advance
COMPANY PROFILE (OVERVIEW)
Region
Mainly North America & Europe
Over 70% from North America
USA alone accounts for ~63%
Company Size
68% of TOP100 customers have <100 employees
Large companies (5000+ employees): ~15%
C. Industry Distribution
Main contributing industries:
Consumer products
Medical devices
Automotive
Automation
New energy
User Profile
User profile = tag-based, semi-virtual model built from:
Social attributes
Consumption habits
Preferences
Behavioral data
👉 Purpose:Understand potential users, not individual buyers
Vs Customer Profile
User Profile
Broader scope
Lower accuracy
Used for marketing & research
Customer Profile
Based on real data
High accuracy
Used for sales & execution
Value
Precise Marketing
Identify target users faster
Reduce wasted outreach
Customized Services
Understand customer pain points
Provide targeted solutions
Product & Experience Improvement
Design products based on real needs
Improve customer experience
High-Potential Customer Profile: A customer is defined as Strategic & High-Potential
👉 ONLY when all 6 conditions are met
Geographic Location
Located in developed countries
Focus regions:
North America
Europe
Company Location Type
Located in:
Technology parks
Large industrial parks
Mid-to-high-end commercial areas
Industry Focus
Key industries include:
Industrial robotics
Medical devices
Automotive
New energy
Aerospace
Industrial / commercial automation equipment
Company Type
Industrial companies
Product design companies
Brand owners
End manufacturers
Manufacturing Needs (Capability Match)
Customer must need manufacturing services that match RD’s core strengths:
CNC machining
Mold making
Sheet metal fabrication
3D printing
Company Size & Revenue
Micro enterprises: 5–50 employees
SMEs: 50–500 employees
Annual revenue: USD 5M+