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| − | =Defining the business strategic positioning=
| + | Business Roadmapping Audit - Understanding the business |
| − | * Who are our [[Customer Segmentation|customer groups]]?
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| − | * What are the benefits or our company's offering?
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| − | * How do we accomplish our [[Customer Value Proposition|value proposition]] for the customer?
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| − | =Who: Understanding the market?=
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| − | * Who are our true customers? Who decides? Who pays? Who consumes?
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| − | * 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?
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| − | * How manifest are the needs of our customers? Are there important latent needs?
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| − | * What are the [[Customer Segmentation Criteria|Customer Segmentation Criteria]]? How well do we define the hunting ground? Do we have a tight and accurate [[Market Segmentation|Market Segmentation]] which results in measurable, differentiated customer groups which allows competitive actions? How creative is this segmentation?
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| − | * What are segments we are focusing on? What are the size, growth rate and competitiveness of each of the segments?
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| − | =What: [[Customer Value Proposition]]=
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| − | * What are the qualifying [[Critical Success Factors|Critical Success Factors]] in our markets ('tickets to ride')?
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| − | * What are the winning Critical Success Factors in our markets ('tickets to heaven')?
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| − | * What are our companies [[Competitive Advantage|Competitive Advantage]]s?
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| − | ** What are we truly ''better'' at?
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| − | ** What are we truly ''different'' at?
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| − | ** Do the competitive advantages complement each other and generate a strong value proposition?
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| − | * Is our customer value proposition based on:
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| − | ** Product benefits? ''What do we offer?''
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| − | ** Customer process benefits? ''How do we offer it?''
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| − | ** Pricing benefits? ''Cost to the customer?''
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| − | ** Image benefits? ''What does our offer stand for?''
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| − | * How do we create value for the customer: What are the core process, competences and assets of our company?
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| − | * 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?
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| − | * How adequately is the business performance monitored, through market research and the balanced scorecard?
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| | [[Category:mbi]] | | [[Category:mbi]] |
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| | [[Category:Business Roadmapping Audit]] | | [[Category:Business Roadmapping Audit]] |
