Identifying Value in Lean Marketing
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Transcript of Identifying Value in Lean Marketing
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Joe Dager – Business901
with Business Model Generation
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Lean Thinking
• Identify Value
• Map Value Stream
• Create Flow
• Establish Pull
• Seek Perfection
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Identify Value
www.businessmodelgeneration.com
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Print a copy of this as large as possible and paste on your wall!
Inside Outside
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Steve Blank Video
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Customer Segments
Type of Market:
• Mass Market
• Niche Market
• Segmented
• Diversified
• Multi-sided Platform
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Value Proposition
• Newness
• Performance
• Customization
• "Getting the Job Done"
• Design
• Brand/Status
• Price
• Cost Reduction
• Risk Reduction
• Accessibility
• Convenience/Usability
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Channels
Customer Decision Making Process:
1. Awareness - How do we raise awareness about our products/services?
2. Evaluation - How do we help customers evaluate our Value proposition?
3. Purchase - How do we allow customers to purchase products/services?
4. Delivery - How do we deliver a Value Proposition to customers?
5. After sales - How do we provide post-purchase customer support?
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Customer Relationships
Examples:
Personal assistance Dedicated Personal
Self-Service Automated Services
Communities Co-creation
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Revenue Streams
Types: Asset sale, Usage fee, Subscription Fees, Licensing, Brokerage
fees, Advertising, Lending/Renting/Leasing
Fixed Pricing: List Price, Product feature dependent, Customer segment
dependent, Volume dependent
Dynamic Pricing: Negotiation (bargaining), Yield Management, Real-time
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Key Resources
Types of Resources
• Physical
• Human
• Financial
• Intellectual (brand, patents, copyrights, data)
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Key Activities
Our Customer
Relationships?
Categories
• Production
• Problem Solving
• Platform/Network
Our Revenue
streams?
Our
Distribution
Channels?
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Key Partners
Motivations for Partnerships:
• Optimization and economy
• Reduction of risk and uncertainty
• Acquisition of particular resources and activities
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Cost Structure
Is your business more: Cost Driven - (leanest structure, low price, maximum automation, extensive
outsourcing)
Value Driven - (focused on value creation, premium value proposition)
Sample Characteristics: Fixed Costs (salaries, rents, utilities), Variable costs, Economies of scale/scope
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Identify Value
www.businessmodelgeneration.com
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Identify Value Alex Osterwalder
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