la value proposition - knowledge for business...design thinking framework dott. marco leonetti di...

La Value Proposition

Dott. Marco Leonetti di Santojanni 1

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o

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2Dott. Marco Leonetti di Santojanni

Lavoratoredipendente

Libero professionista

Auto imprenditore

Artigiano ImpresaImpresa scalabile

Livello del rischio

tipologie di impiego


l’imprenditore

10

100

1.000

10.000

100.000

1.000.000

Investimenti


EngineeringCommercial development

design thinking

framework


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


Progetto d’Impresa

COSAtecnologia e

valore

CHIgruppo di

clienti

COMEmodello di business

il progetto

d’impresa

Market

ResearchEnterprise

Consumes

innovation

Produces knowledge

Proposes value

Istitutions not droven by market

Strategic Short-sightedness

Lack of dialogue

The Innovation

cycle

Dott. Marco Leonetti di Santojanni

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


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


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


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


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



market segments

Misurability

Availability

Importance

Praticability

Dimension

Homogeneity

size

trendaffoardable

segments dimension


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


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


processo


partnerships

18

Cost

Optimization

risk and uncertainty

reduction

Acquisition of specific

resourcesand activities


19

Res

ou

rces

Physical

Intellectual (brandpatents, copyrights,

data)

Human

Financial

Services

risorse


MAKE ?

BUY ?


Anno 1 Anno 2 Anno 3


Physical Resources IndirectDirrect

% waste

Proportional to:

•Product complexity •Human Resource’s skills


Human Resources IndirectDirect

Lack of productivity

0

2

4

6

8

10

12

14

16

%

1 2 3

Anni


human resources management

24

Income Statement (Profit & Loss)

PhysicalResources

HumanResources

Services

Ricavi

profitto

PhysicalResources

Human Resources

Services

Ricavi

Perdita


Balance Sheet

Debt and Liabilities

Assets Liabilities

EquityNon CurrentAssets

CurrentAssets

Cash


Statement of Cash Flows

RevenuesCosts

Cash out Flow

Cash Flow

Cash in Flow

Cash Flow

RevenuesCosts


la value proposition - knowledge for business...design thinking framework dott. marco leonetti di...

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