visualise the solution

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Visualising the Solution Ali Nicholl 7 August 2014 Strategic Brand Consultancy

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Following a blog post we made a few weeks ago about what constitutes an effective product or service solution and a visualisation we'd devised we got a lot of great feedback. A couple of people asked for more detail and a more detailed description. So here it is. This visualisation is designed to help companies and brands understand what constitutes a solution for their customers rather than a product or service that they offer.

TRANSCRIPT

Page 1: Visualise the Solution

Visualising the Solution

7th August 2014

Visualising the SolutionAli Nicholl

7 August 2014

Strategic Brand Consultancy

Page 2: Visualise the Solution

Visualising the Solution

7th August 2014

Introduction " What constitutes an effective project or service solution?

" How can we articulate meeting market needs and visualise potential offerings?

Page 3: Visualise the Solution

7th August 2014

Visualising the Solution

FactorsSuccessful solutions involve three equally assigned factors.

BUDGETS & FINANCIAL

CONSTRAINTS

PRODUCTS & SERVICES

CUSTOMER NEEDS &

REQUIREMENTS

Page 4: Visualise the Solution

7th August 2014

Visualising the Solution

Serve a needFor any given customer and product combo the overlap represents matching what a customer wants with what products and services exist.

BUDGETS & FINANCIAL

CONSTRAINTS

PRODUCTS & SERVICES

CUSTOMER NEEDS &

REQUIREMENTS

Page 5: Visualise the Solution

7th August 2014

Visualising the Solution

Find a price pointThe overlap is where some customers (it will never be all) can afford/see value in products and/or services.

PRODUCTS & SERVICES

CUSTOMER NEEDS &

REQUIREMENTS

BUDGETS & FINANCIAL

CONSTRAINTS

Page 6: Visualise the Solution

7th August 2014

Visualising the Solution

Build a business caseWhere budgets meet requirements, there is investment in, and a business case for, a given strategy.

BUDGETS & FINANCIAL

CONSTRAINTS

CUSTOMER NEEDS &

REQUIREMENTS

Page 7: Visualise the Solution

7th August 2014

Visualising the Solution

How it worksSo with respect to a specific market...

" Budgets & financial constraints Customer lacks investments, capital or does not have a business case to support findings

" Products & services Products and services are too expensive and lack effective ROI

" Customer needs & requirements These cannot be met with existing technology or services and/or do not make “business sense”

BUDGETS & FINANCIAL

CONSTRAINTS

CUSTOMER NEEDS &

REQUIREMENTS

PRODUCTS & SERVICES

Page 8: Visualise the Solution

7th August 2014

Visualising the Solution

How it works " Inappropriate Products are affordable/accessible but they do not meet all of the operational requirements and challenges

" Inaccessible The products or services match the requirements but they are unaffordable/unsustainable

" Unactionable Products that do not match the organisational strategy that has been aligned to the operational requirements – for example lack of skilled personnel UNACTIONABLE

INACCESSIBLEINAPPROPRIATE

Page 9: Visualise the Solution

7th August 2014

Visualising the Solution

The SolutionThe solution must be:

" Actionable By the customer measured by case of doing business

" Appropriate Does it meet the needs of a specific defined customer profile and market, can it be tailored?

" Accessible What is its value to the customer?

Because...

THE SOLUTION

Page 10: Visualise the Solution

Visualising the Solution

7th August 2014

The Kicker " In B2B, customers do not care about price. They care about business cases.

" If it is appropriate to market, if it is actionable by customer and if it’s value is assessable and evident then price is irrelevant.

UNACTIONABLE

INACCESSIBLEINAPPROPRIATE

THE SOLUTION

BUDGETS & FINANCIAL

CONSTRAINTS

CUSTOMER NEEDS &

REQUIREMENTS

PRODUCTS & SERVICES

Page 11: Visualise the Solution

Visualising the Solution

7th August 2014

Many thanks for your time

Strategic Brand Consultancy

17-21 Old Street, London EC1V 9HF

020 3058 1100

[email protected]

Ali Nicholl is the brand strategy lead at Make it Clear, the strategic brand consultancy.