Business Roadmapping Audit - Understanding the business

Defining the business strategic positioning

• Who are our customer groups?
• What are the benefits or our company's offering?
• How do we accomplish our value proposition for the customer?

Who: Understanding the market?

• Who are our true customers? Who decides? Who pays? Who consumes?
• What are the true, core needs, or our customers? What does our offering accomplish for our customer: does it address functional, experiential or sumbolic needs?
• How manifest are the needs of our customers? Are there important latent needs?
• What are the Customer Segmentation Criteria? How well do we define the hunting ground? Do we have a tight and accurate Market Segmentation which results in measurable, differentiated customer groups which allows competitive actions? How creative is this segmentation?
• What are segments we are focusing on? What are the size, growth rate and competitiveness of each of the segments?

What: Customer Value Proposition

• What are the qualifying Critical Success Factors in our markets ('tickets to ride')?
• What are the winning Critical Success Factors in our markets ('tickets to heaven')?
• What are our companies Competitive Advantages?
  • What are we truly better at?
  • What are we truly different at?
  • Do the competitive advantages complement each other and generate a strong value proposition?
• Is our customer value proposition based on:
  • Product benefits? What do we offer?
  • Customer process benefits? How do we offer it?
  • Pricing benefits? Cost to the customer?
  • Image benefits? What does our offer stand for?
• How do we create value for the customer: What are the core process, competences and assets of our company?
• To what extent are the value creation processes included in the marketing planning and the budgeting process? How well is the company's customers value proposition matured?
• How adequately is the business performance monitored, through market research and the balanced scorecard?