Business Roadmapping Audit - Understanding the business
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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?
