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VALUE PROPOSITIONS: A PATHWAY TO CREATING VALUEA PATHWAY TO CREATING VALUE
Michigan Family Business CenterMichigan Family Business CenterUM-Flint School of Management
Vi Sh kVince ShunskyCorporate Planning & Consulting, LLC
June 9, 2010
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Value Creation
Create valueUse capital to generate future cash flowsAt rates of return exceeding the cost of capital
Create more value:Increase revenuesDeploy more capital at attractive rates of return
Sustain strong growth and high returns on invested capital: Have a well-defined competitive advantage Have a well defined competitive advantage
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Should You Care?
Creating wealth is a choiceCreating wealth is a choice
Many owners seek only a lifestyle not wealthMany owners seek only a lifestyle – not wealth
M lif l b i h dMany lifestyle businesses are threatened
May need to reexamine your business model
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Creating Wealthg
Sustainable revenue is a key driver of value for any enterpriseenterprise
Can only be achieved by presenting a compelling Can only be achieved by presenting a compelling value position to your customer
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What is a Value Proposition?p
The unique value your business offers to its customers customers
The reason customers will want to do business with The reason customers will want to do business with you
The defining difference from your competitors
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Types of Value Propositionsyp p
EnterpriseCompany culture (Harley Davidson)Company culture (Harley Davidson)
ProductProducts manufactured and/or soldProducts manufactured and/or sold
ServiceStand aloneStand aloneIn connection with a product
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Price
Wal-Mart
Always low pricesS Save money• Live better
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Lowest Price
• NAME OF THE GAME:ff• Producing a competitive product that you can afford to sell at a lower price
• THE RIGHT STRATEGY:• Developing a manufacturing and distribution methodology that squeezes every • Developing a manufacturing and distribution methodology that squeezes every
drop of extra operational cost, or else lowest price strategy will eventually put your firm out of business.
EXAMPLE• EXAMPLE:• Outsourcing to the lowest bidder; if your competitor is outsourcing its
manufacturing to China, outsourcing your manufacturing to Vietnam, where labor costs are even lower.
• WARNING:• If a price war ensues, be the last firm standing; make sure that your firm has
deep pockets in case you end up slogging through a price war.deep pockets in case you end up slogging through a price war.
Source: Geoffrey James BNET INSIGHT
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Qualityy
Mercedes BenzMercedes Benz
Culture of innovation and excellenceCulture of innovation and excellence
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Product Excellence
• NAME OF THE GAME: Making sure that your products are always better than the competitioncompetition
• THE RIGHT STRATEGY: Determining, through interviews and market research, which features will cause customers to consider your product superior to the competition;
fbuilding it faster than anyone else
• EXAMPLE: Finding the right fit; if you’re launching a line of “designer” desk chairs, finding out what fabrics and leather provide a look and feels that potential buyers finding out what fabrics and leather provide a look and feels that potential buyers view as “upscale”
• WARNING: The “superiority” of your product may be the result of irrational human preference and your “image” (designer handbags) That makes your value preference and your image (designer handbags). That makes your value proposition very vulnerable to bad publicity (like using child labor in your supply chain).
Geoffrey James BNET INSIGHT
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Convenience
ACE HardwareACE Hardware
The helpful placeThe helpful place
E d iExperts and convenience
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Ease of Purchase and Use
NAME OF THE GAME C ti h l f t i• NAME OF THE GAME: Creating a hassle-free customer experience
• THE RIGHT STRATEGY: Figuring out why it’s difficult to buy and/or use your competitor’s product; make yours far easier to buy and use
• EXAMPLE: If your competitors are selling software the requires a EXAMPLE: If your competitors are selling software the requires a complicate installation process and a corporate data center, offering the same capability as an online service
• WARNING: Your competitors will quickly imitate whatever you’re doing.
Geoffrey James BNET INSIGHT
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Solutions
SASSAS
The power to knowThe power to know
L d i b i l i f d iLeader in business analytics software and services
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Own Customer Results
• NAME OF THE CAME: Performing a strategic function inside the customer’s b i b tt th th ld ibl f it th lbusiness better than they could possible perform it themselves
• YOUR STRATEGY: Becoming an expert who deeply understands your customer’s business; ideally you should be an ex-employee of the customer s business; ideally, you should be an ex-employee of the companies to which you’re selling
• EXAMPLE: Rather than selling office supplies, you become the de-facto g pp , yfacilities manager, ensuring that everything is always available when its needed…without the customer ever having to worry about it
WARNING Th b i l i hi ill b hi hl d d h • WARNING: The business relationship will be highly dependent upon the relationship that you have with individuals within the customer firm; if they leave, you could find yourself thrown out of the account
Geoffrey James BNET INSIGHT
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Value Proposition Issuesp
Help the customer satisfy a need or solve ap ybusiness problem
The customer must perceive valueDemonstrable benefitAvoidance of consequences
Your proposition must be perceived as superior to alternatives being considered
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Avoid Mistakes
Value propositions based solely on product features, functions, performance, and pricing are not functions, performance, and pricing are not sustainable
Your relationships may provide greater value
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Benefits to Customers
Do we help our customers:p
Increase revenue
Decrease costs
Improve productivity
Improve their quality?
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Discipline of Market Leadersp
Choose your customers
N fNarrow your focus
Dominate your market
No company can succeed today by trying to be all things to all people
Find the unique value that you alone can deliver to a chosen market
Michael Treacy and Fred Wiersema
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Value Disciplinesp
Three distinct value disciplinesOperational excellenceProduct leadershipCustomer intimacyy
Each discipline produces a different kind of customer value
Choosing one discipline to master does not mean that a company abandons the other two, only that it picks a dimension of value on which to stake its market reputationdimension of value on which to stake its market reputation over the long term
Michael Treacy and Fred Wiersemay
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Operational Excellencep
Simple value proposition: low price or hassle-free service, b hor both
Provide middle-of-the-market products at the best priceProvide middle of the market products at the best price with the least inconvenience
Not primarily product or service innovatorsNot primarily product or service innovators
Do not cultivate deep one-to-one relationships with p pcustomers
Wal-Mart Costco and DellWal Mart, Costco, and Dell
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Product LeadershipProduct Leadership
Value proposition: offer of the best product, period
Offer products that push performance boundaries
Do not build their positions with just one innovation; continue to innovate yearDo not build their positions with just one innovation; continue to innovate year after year, product cycle after product cycle
Competition is not about price or customer service (though those can't be p p ( gignored)
Johnson & Johnson is a product leader in the medical equipment field
Nike’s superior value does not reside only in its athletic footwear, but also in the comfort customers can take from knowing that whatever product they buy from Nike will represent the hottest style and technology on the market.
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Customer Intimacyy
Value proposition: the best solution for the customer, and we provide all the support needed to achieve optimum results, or value, or both, from whatever products are purchased
Focus on delivering not what the market wants but what specific customers want
Do not pursue one-time transactions; cultivate relationships
Specialize in satisfying unique needs, which often only they recognize, p y g q , y y g ,through a close relationship with, and intimate knowledge of, the customer
SAS provides software solutions customized to the customer
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Market Leaders
Value Discipline Basic Philosophy Examples
Operational excellence
Low or lowest price and hassle-free service
Wal-Mart, McDonalds
Product leadership Products that push performance b d i
Intel, Nike, 3Mboundaries
C t i ti D li i h t ifi A H D tCustomer intimacy Delivering what specific customers want
Amazon, Home Depot
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Market Leaders
Instead of trying to do all things well, they pick just one discipline-best price, best product, or best solution-and execute like crazy
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Company Traits Operational Product Leadership Customer Intimacyp y pExcellence
p y
Core business processes
Sharpen distribution systems
Translate ideas into products and market
Provide solutions and help customers
and provide no-hassle service
them skillfully improve their businesses
Business structure Strong central authority and a finite level of empowerment
Acts in , organic, loosely-knit, ever-changing way
Pushes empowerment closeto customer contact
empowerment
Managementsystems
Operating procedures standardized
Reward innovative capacity and new product success
Measure cost of providing service and maintaining standardized product success and maintaining customer loyalty
Culture Acts predictably –one size fits all
Experiments and thinks out side of the
Flexible and thinks have it your wayone size fits all thinks out-side of the
boxhave it your way
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The Value of your Customery
What is the value of your customer?What is the value of your customer?
On a transaction basisOn a transaction basis
O h lif i f h l i hiOver the lifetime of the relationship
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Does your Customer Create Value?y
Do you know what you earn on a transaction?
Do you know what resources are consumed to serve your customer?your customer?
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Understanding Costsg
What is the cost of you product or service?What is the cost of you product or service?
Do you know what margin is generated?Do you know what margin is generated?
Wh i i i d i What activities do you engage in to generate revenue?
What resources are consumed by those activities?
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Understanding Costsg
Have you considered the cost of the capital needed Have you considered the cost of the capital needed to support the enterprise?
Do you recognize the real economic cost of their business?business?
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Hindsight and Foresight
Based on past events Future
Hindsight Foresight
Reactive Proactive
Historical -Trends, insights,
Predictive -Uncertainty, risk
inferences management
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Business Intelligenceg
Moving from data to intelligence and beyondMoving from data to intelligence and beyond
Understand the nature and shortcomings of Understand the nature and shortcomings of traditional information used in business
Moving from business hindsight to business insight
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Business Intelligenceg
Understand the pastUnderstand the past
Monitor the presentMonitor the present
P di h fPredict the future
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Important Strategic Assetsp g
Data –Data Beyond transactionalUnstructured (social networks, blogs, call Unstructured (social networks, blogs, call centers)
Analytics-Providing the ability to predict and optimize g y p poutcomes
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Words of Wisdom
“If you don't know where you are going you might If you don t know where you are going, you might wind up someplace else”
L.A. Berra (Yogi)
American philosopher
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Sources
Robert Slee, Private Capital MarketsRobert Slee, Private Capital Markets
Michael Treacy & Fred Wiersema Discipline of Market Michael Treacy & Fred Wiersema, Discipline of Market Leaders
Gary Cokins, Performance Management Integrating Strategy, Execution, Methodologies, Risk, and AnalyticsStrategy, Execution, Methodologies, Risk, and Analytics
Geoffrey James BNET INSIGHTGeoffrey James, BNET INSIGHT
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Thank You
For more information contact:
Vince ShunskyCorporate Planning & ConsultingCorporate Planning & Consulting
www corpplanconsult comwww.corpplanconsult.com517-455-7940i @ l [email protected]