la value proposition - knowledge for business...design thinking framework dott. marco leonetti di...
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La Value Proposition
Dott. Marco Leonetti di Santojanni 1
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nu
mer
o
di
clie
nti
2Dott. Marco Leonetti di Santojanni
Lavoratoredipendente
Libero professionista
Auto imprenditore
Artigiano ImpresaImpresa scalabile
Livello del rischio
tipologie di impiego
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3Dott. Marco Leonetti di Santojanni
l’imprenditore
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10
100
1.000
10.000
100.000
1.000.000
Investimenti
4Dott. Marco Leonetti di Santojanni
EngineeringCommercial development
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design thinking
framework
Dott. Marco Leonetti di Santojanni 5
Feasibility
(technology)
Desirability
(value)
Viability
(business)
Design & interactivityHuman computer interactionvisual thinkingdesign for sustainabilityaesthetics and form
Organizational behaviourmanagement & teamshuman resourcesorganizational dynamicsnegotiation
Manufacturingmanufacturing technologymanufacturing processsupply chain managementrapid prototyping
INNOVATION
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6Dott. Marco Leonetti di Santojanni
Progetto d’Impresa
COSAtecnologia e
valore
CHIgruppo di
clienti
COMEmodello di business
il progetto
d’impresa
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Market
ResearchEnterprise
Consumes
innovation
Produces knowledge
Proposes value
Istitutions not droven by market
Strategic Short-sightedness
Lack of dialogue
The Innovation
cycle
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Purchasepower
Market
Needs
Desires
Demand
Productservices
ValueCost
=<transaction
A need occurs when a a basic necessity for human life has not been satisfied
Desires are generated by the identification of something specific that can satisfy needs
Demand is based on specific desires fonuded on the wish and the possibility to purchase them
A product/service is anything that can be offered to someone in order to satisfy a need or a desire
Products or services
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Monetary
price
Value of
time
Expenditure
of energy
Psichic
Cost
Product
service
value
Value of
services
Value of
personnel
Image
value
Total cost
for clients
Total
value for
clients
Value
exchange
Strategy A:
Increase total value
Strategy B:
Reduce monetary
costs
Strategy C:
Reduce monetary
price
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Value Proposition options
Improving design
Making products/services more accessible
Making products/services easier
to use
innovating
Making products/servic
es more convenient
Improving performance
Reducing risks
Reducing price
Solving a specific problem
There are different ways to add value for customers
Branding
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The “Customer Value Proposition” derives from two main streams, the
first concerns the product/service, the other concerns the customer
Customers’ profile:
a) Customer description;
b) “Needs/Wants”
c) “Problems/Pains”
Product/service cause–effect flow:
a) Product’s technology/specific capabilities of consultants;
b) Product/service’s features and functionalities;
c) Benefits and advantages brought by the product/service.
Benefits and advantages
Problems and pains VALUE
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Customer Profile
• Basic needs• Functional activities• Social activities• Emotional Activities
Savings
• time, money and effort, ...
Outcomes
• level, more of something, less of something, ...
Level of current satisfaction
• specific features, performance, quality, ...
Easier adoption of the solution
• flatter learning curve, more services, lower cost of ownership, ...
Social consequences
• makes them look good, increase in power, status, ...
Expectations
• good design, guarantees, specific or more features, ...
Ambitions
• big achievements, big reliefs, ...
Measurement scale
• performance, cost, ...
Costs for customers
• Time expense, emotional costs, effort expense, monetary costs, ...
Negative feelings
• frustrations, annoyances, physical feelings, ...
Lack of performances
• lack of features, performance, malfunctioning …
Difficulties and challenges
• complexity, difficulties getting things done, resistance …
Social consequences
• loss of face, power, trust, or status …
Risks
• financial, social, technical risks …
Issues and concerns
• Legal, social, environmental …
Problems adopting solutions
• usage, understanding, ...
Barriers in adopting solutions
• upfront investment costs, learning curve, resistance to change, ...
Nee
ds
–C
ust
om
ers’
exp
ect
atio
ns
Pains –
Cu
stom
ers’ dissatisfactio
ns
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13Dott. Marco Leonetti di Santojanni
market segments
Misurability
Availability
Importance
Praticability
Dimension
Homogeneity
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size
trendaffoardable
segments dimension
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Introduce new savings
• time, money and effort, ...
Produce better outcomes
• better quality level, more of something, less of something, ...
Copy or outperform current solutions
• regarding specific features, performance, quality, ...
Easier adoption of the solution
• flatter learning curve, usability, accessibility, more services, lower cost of ownership, ...
Create positive social consequences
• makes them look good, produces an increase in power, status, ...
New features
• good design, guarantees, specific or more features, ...
Fulfil ambitions
• help big achievements, produce big reliefs, ...
Produce positive outcomes
• better performance, lower cost, ...
Better adoption ease
• lower cost, less investments, lower risk, better quality, performance, design, ...
Increase savings
• time, money, or efforts, ...
Reduce negative feelings
• kills frustrations, annoyances, physical feelings, ...
Fix performances
• new features, better performance, better quality, ...
Reduce difficulties and challenges
• make things easier, helping them get done, eliminate resistance, ...
Reduce negative social consequences
• loss of face, power, trust, or status, ...
Eliminate risks
• financial, social, technical risks, or what could go awfully wrong, ...
Reduce issues and concerns
• by helping with big issues, diminishing concerns, or eliminating worries, ...
Resolve common mistakes
• usage mistakes, ...
Eliminate barriers
• lower or no upfront investment costs, flatter learning curve, less resistance to change, ...
Cre
atio
n o
f n
ew v
alu
e
Solu
tion
to p
rob
lems
Product or service
• Basic proposition• Functional proposition• Social proposition• Emotional proposition
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Segmenti di Mercato:
I segmenti di mercato rappresentano i diversi gruppi di consumatori o organizzazione che l’impresa intende
servire. Per meglio soddisfare i bisogni dei clienti l’azienda potrebbe aggrupparli in diversi segmenti
in base a bisogni,comportamenti, o altri attributi che hanno in comune.
Diversi gruppi di clienti rappresentano segmenti separati se:
• I loro bisogni richiedono un’offerta specifica•Sono serviti tramite canali diversi
•necessitano di relazioni diverse• hanno profittabilità differenti
• sono disposti a pagare per diversi aspetti dell’offerta
Value Proposition:
La value proposition descrive come il prodotto o servizio crea valore per un determinato segmento di clienti: è il motivo per il quale un determinato gruppo di clienti sceglie l’offerta competitiva di un’azienda anziché di un’altra. La Value Proposition può essere caratterizzata dai seguenti elementi:
•Portata innovativa•Performance•Personalizzazione•Soluzione di problemi•Design•Immagine/status•Prezzo•Riduzione di costo•Riduzione del rischio•Accessibilità•Convenienza/usabilità
Customer Relationship:
examples• Personal assistance• Dedicated Personal Assistance • Self-Service• Automated Services • Communities• Co-creation
Channels
channel phases1. Awareness2. Evaluation3. Purchase4. Delivery 5. After sales
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processo
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partnerships
18
Cost
Optimization
risk and uncertainty
reduction
Acquisition of specific
resourcesand activities
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19
Res
ou
rces
Physical
Intellectual (brandpatents, copyrights,
data)
Human
Financial
Services
risorse
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MAKE ?
BUY ?
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Anno 1 Anno 2 Anno 3
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Physical Resources IndirectDirrect
% waste
Proportional to:
•Product complexity •Human Resource’s skills
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Human Resources IndirectDirect
Lack of productivity
0
2
4
6
8
10
12
14
16
%
1 2 3
Anni
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human resources management
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Income Statement (Profit & Loss)
PhysicalResources
HumanResources
Services
Ricavi
profitto
PhysicalResources
Human Resources
Services
Ricavi
Perdita
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Balance Sheet
Debt and Liabilities
Assets Liabilities
EquityNon CurrentAssets
CurrentAssets
Cash
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Statement of Cash Flows
RevenuesCosts
Cash out Flow
Cash Flow
Cash in Flow
Cash Flow
RevenuesCosts
Dott. Marco Leonetti di Santojanni