Identifying Value in Lean Marketing


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There is a presentation using this slide deck in the training section. Though you may prefer using other tools such as the ScholtesCanvas (quickly becoming a favorite of mine) the Business Model Canvas provides clarity to the Lean Sales and Marketing team. Every Value Stream and everyone within the value stream should understand the value stream from this perspective. The book, Business Model Generation describes a visual template preformatted with the nine blocks of a business model, which allows you to develop and sketch out new or existing business models. More information on the Canvas can be found at

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Identifying Value in Lean Marketing

  1. 1. Joe Dager – Business901 with Business Model Generation
  2. 2. Lean Thinking • Identify Value • Map Value Stream • Create Flow • Establish Pull • Seek Perfection
  3. 3. Identify Value
  4. 4. Print a copy of this as large as possible and paste on your wall! Inside Outside
  5. 5. Steve Blank Video
  6. 6. Customer Segments Type of Market: • Mass Market • Niche Market • Segmented • Diversified • Multi-sided Platform
  7. 7. Value Proposition • Newness • Performance • Customization • "Getting the Job Done" • Design • Brand/Status • Price • Cost Reduction • Risk Reduction • Accessibility • Convenience/Usability
  8. 8. Channels Customer Decision Making Process: 1. Awareness - How do we raise awareness about our products/services? 2. Evaluation - How do we help customers evaluate our Value proposition? 3. Purchase - How do we allow customers to purchase products/services? 4. Delivery - How do we deliver a Value Proposition to customers? 5. After sales - How do we provide post-purchase customer support?
  9. 9. Customer Relationships Examples: Personal assistance Dedicated Personal Self-Service Automated Services Communities Co-creation
  10. 10. Revenue Streams Types: Asset sale, Usage fee, Subscription Fees, Licensing, Brokerage fees, Advertising, Lending/Renting/Leasing Fixed Pricing: List Price, Product feature dependent, Customer segment dependent, Volume dependent Dynamic Pricing: Negotiation (bargaining), Yield Management, Real-time
  11. 11. Key Resources Types of Resources • Physical • Human • Financial • Intellectual (brand, patents, copyrights, data)
  12. 12. Key Activities Our Customer Relationships? Categories • Production • Problem Solving • Platform/Network Our Revenue streams? Our Distribution Channels?
  13. 13. Key Partners Motivations for Partnerships: • Optimization and economy • Reduction of risk and uncertainty • Acquisition of particular resources and activities
  14. 14. Cost Structure Is your business more: Cost Driven - (leanest structure, low price, maximum automation, extensive outsourcing) Value Driven - (focused on value creation, premium value proposition) Sample Characteristics: Fixed Costs (salaries, rents, utilities), Variable costs, Economies of scale/scope
  15. 15. Identify Value
  16. 16. Identify Value