identifying value in lean marketing

Joe Dager – Business901

with Business Model Generation

Lean Thinking

• Identify Value

• Map Value Stream

• Create Flow

• Establish Pull

• Seek Perfection

Identify Value

www.businessmodelgeneration.com

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Inside Outside

Steve Blank Video

Customer Segments

Type of Market:

• Mass Market

• Niche Market

• Segmented

• Diversified

• Multi-sided Platform

Value Proposition

• Newness

• Performance

• Customization

• "Getting the Job Done"

• Design

• Brand/Status

• Price

• Cost Reduction

• Risk Reduction

• Accessibility

• Convenience/Usability

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?

Customer Relationships

Examples:

Personal assistance Dedicated Personal

Self-Service Automated Services

Communities Co-creation

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

Key Resources

Types of Resources

• Physical

• Human

• Financial

• Intellectual (brand, patents, copyrights, data)

Key Activities

Our Customer

Relationships?

Categories

• Production

• Problem Solving

• Platform/Network

Our Revenue

streams?

Our

Distribution

Channels?

Key Partners

Motivations for Partnerships:

• Optimization and economy

• Reduction of risk and uncertainty

• Acquisition of particular resources and activities

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

Identify Value

www.businessmodelgeneration.com

Identify Value Alex Osterwalder