Stakeholder mapping

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A quick guide to creating stakeholder maps that help you provide networked value

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  • Stakeholder mapping

    1. 1. Stakeholder mappingA quick guide to creating stakeholder maps that help you provide networked value Erik Roscam Abbing June 2011
    2. 2. you Put yourself in the centre (ususally not the best of ideas, but hey, it’s1 your stakeholder map!
    3. 3. what what do you Who do you need? Are want? You? what do you have? Before you move on to the stakeholders, let’s zoom in on you for a bit: who2 are you? What do you have? (resources and capabilities). What do you want? (ambitions, dreams). What to you need? (goals, kpi’s, deliverables)
    4. 4. Customer segment 2 Customer Customer segment 1 segment 3 Share holders You Employees Service providers Dealers Suppliers Now, start mapping all the stakeholders that are important to your3 business. First the most important ones, that you have a direct relationship with.
    5. 5. Lobby legislators groups Customer segment 2 Research Customer Customer Students/ facilities segment 1 segment 3 talent Share holders You Employees Univer- Service Indirect sities providers Dealers suppliers Suppliers 3rd party Compe- suppliers titors Then, also map the indirect stakeholders that influence your business,4 or that you have an influence on.
    6. 6. Lobby legislators groups Customer segment 2 Research Customer Customer Students/ facilities segment 1 segment 3 talent Share holders You Employees Univer- Service Indirect sities providers Dealers suppliers Suppliers 3rd party Compe- suppliers titors Next, it’s time to map all the realtionships you have with your5 stakeholders and your stakeholders have with eachother.
    7. 7. Share holders You Employees Service providers Dealers Suppliers Now the real work starts: zoom in to one relationship that you want to6 explore in more detail. Let’s take the realtionship between you and 3rd party suppliers your suppliers Compe-titors
    8. 8. Wh fro hold d at m ke thi ee sta do thi r ? sta rom ou n r? ke ho s yo s lde y uw do an e at f t Wh The relationship from your point of view What do you have for this stakeholder? Now the real relationship from your point of view: what do you need from yourto Describe the work starts: zoom in to one relationship that you want supplier (e.g. parts, materials, services), what do you want from your supplier (e.g.7 explore inquality, reliability), and take do you have for your supplieryou and punctuality, more detail. Let’s what the realtionship between (e.g. Long your contracts) term suppliers
    9. 9. Wh eho you sta from r d at lde ? fro olde you k yo nee do r w s es u? ke doe r yo sta at ur m h an The relationship Wh t from your stakeholder’s point of view What does your stakeholder have for you? Now try toreal work starts: zoomfrom your supplier’s point that you want to Then the describe the relationship in to one relationship of view: what does your supplier need from you (e.g. specs, payment), what does your supplier want8 explore in more loyalty), Let’s take theyour supplier have for you you and from you (e.g. trust, detail. and what does realtionship between (e.g. parts, your suppliers expertise)
    10. 10. d ke thi ee Wh t fro lder wa keh sta m u n sta at n r? ho s fro o yo do thi lde m yo s o d The at u Wh relationship ? from your point of view What do you have for this stakeholder? your stakeholder you generating What value are generating for What value is stakeholder? for your you? Wh ke yo nee r d fro lde you wa at sta from do olde u? nt ho oes u? r es h yo sta hat d The yo m relationship ur ke r W from your stakeholderʼs point of view What does your stakeholder have for you? Finally,the real work starts: zoom in to one relationship that ‘whatwant do Now summarize your insights by answering these two questions: you value to9 you generatemore detail. Let’s take thevalue does you between you and explore in for your supplier?’ and ‘what realtionship supplier generate for you?’ Repeat step 7-10 with as many stakeholders as you find useful. your suppliers
    11. 11. Customer segment 2 Customer Customer segment 1 segment 3 Share holders You Employees Service Dealers providers Suppliers Now So, if you’re thorough about it, your stakeholder map willthat youthis to the real work starts: zoom in to one relationship look like want10 explore in more detail. Let’s take the realtionship between you and your suppliers
    12. 12. Lobby legislators groups Customer segment 2 Customer Customer segment 1 segment 3 Research Students/ facilities talent Share holders You Employees Univer- Indirect sities suppliers Service Dealers providers Suppliers 3rd party Compe- suppliers titors Now the real work starts: zoom in to one relationship that you want to11 explore in more detail. Let’s take the realtionship between you and Or even this :-) your suppliers

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