Visualise the Solution
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Following a blog post we made a few weeks ago about what constitutes an effective product or service solution and a visualisation we'd devised we got a lot of great feedback. A couple of people asked for more detail and a more detailed description. So here it is. This visualisation is designed to help companies and brands understand what constitutes a solution for their customers rather than a product or service that they offer.
Transcript of Visualise the Solution
Visualising the Solution
7th August 2014
Visualising the SolutionAli Nicholl
7 August 2014
Strategic Brand Consultancy
Visualising the Solution
7th August 2014
Introduction " What constitutes an effective project or service solution?
" How can we articulate meeting market needs and visualise potential offerings?
7th August 2014
Visualising the Solution
FactorsSuccessful solutions involve three equally assigned factors.
BUDGETS & FINANCIAL
CONSTRAINTS
PRODUCTS & SERVICES
CUSTOMER NEEDS &
REQUIREMENTS
7th August 2014
Visualising the Solution
Serve a needFor any given customer and product combo the overlap represents matching what a customer wants with what products and services exist.
BUDGETS & FINANCIAL
CONSTRAINTS
PRODUCTS & SERVICES
CUSTOMER NEEDS &
REQUIREMENTS
7th August 2014
Visualising the Solution
Find a price pointThe overlap is where some customers (it will never be all) can afford/see value in products and/or services.
PRODUCTS & SERVICES
CUSTOMER NEEDS &
REQUIREMENTS
BUDGETS & FINANCIAL
CONSTRAINTS
7th August 2014
Visualising the Solution
Build a business caseWhere budgets meet requirements, there is investment in, and a business case for, a given strategy.
BUDGETS & FINANCIAL
CONSTRAINTS
CUSTOMER NEEDS &
REQUIREMENTS
7th August 2014
Visualising the Solution
How it worksSo with respect to a specific market...
" Budgets & financial constraints Customer lacks investments, capital or does not have a business case to support findings
" Products & services Products and services are too expensive and lack effective ROI
" Customer needs & requirements These cannot be met with existing technology or services and/or do not make “business sense”
BUDGETS & FINANCIAL
CONSTRAINTS
CUSTOMER NEEDS &
REQUIREMENTS
PRODUCTS & SERVICES
7th August 2014
Visualising the Solution
How it works " Inappropriate Products are affordable/accessible but they do not meet all of the operational requirements and challenges
" Inaccessible The products or services match the requirements but they are unaffordable/unsustainable
" Unactionable Products that do not match the organisational strategy that has been aligned to the operational requirements – for example lack of skilled personnel UNACTIONABLE
INACCESSIBLEINAPPROPRIATE
7th August 2014
Visualising the Solution
The SolutionThe solution must be:
" Actionable By the customer measured by case of doing business
" Appropriate Does it meet the needs of a specific defined customer profile and market, can it be tailored?
" Accessible What is its value to the customer?
Because...
THE SOLUTION
Visualising the Solution
7th August 2014
The Kicker " In B2B, customers do not care about price. They care about business cases.
" If it is appropriate to market, if it is actionable by customer and if it’s value is assessable and evident then price is irrelevant.
UNACTIONABLE
INACCESSIBLEINAPPROPRIATE
THE SOLUTION
BUDGETS & FINANCIAL
CONSTRAINTS
CUSTOMER NEEDS &
REQUIREMENTS
PRODUCTS & SERVICES
Visualising the Solution
7th August 2014
Many thanks for your time
Strategic Brand Consultancy
17-21 Old Street, London EC1V 9HF
020 3058 1100
Ali Nicholl is the brand strategy lead at Make it Clear, the strategic brand consultancy.
