1. Developing a Mobile Proposition
Section 5: Defining the proposition
MICHAEL NUCIFORO
Mobile Consultant, Innovator and Futurist
2. Section 5 – 14:10 to 15:10
Defining the proposition
Attendees will split into small groups and define a high-level proposition through a facilitated
exercise. Each group will be given a different scenario and a set of assumptions:
• Benefits drivers: selecting an opportunity on which to focus the proposition
• Customer value proposition: identify the target market and their needs
• Scope and requirements: define the scope and key functional requirements
Wrap up from breakout session:
• Presentations and feedback
• Key takeaway lessons from each group discussed
2
3. Guidelines
• Please split into three groups
• 30 minutes to prepare
• 10 minutes each to present
• Scenarios are:
– Group 1: Melissa and her friends need to split dinner at a restaurant
– Group 2: James wants to purchase car insurance at the car dealership
– Group 3: Jenny needs to save for a holiday to see her family in Ireland
3
5. Template
Proposition Details Benefits
Proposition Theme Customer Better customer experience, quicker etc.
Proposition Summary
• A brief summary of the proposition. Business New revenue stream, reduction in manual processing…
• Describe what will change as a result of
implementation.
Staff Improved efficiency…
• What does the end game look like?
a) What will the company get?
b) What will the customer get?
Opportunity Statement and Key Objectives
c) Target market?
d) What competitors exist? • What is the opportunity we are seeking to exploit? What are the macro
environmental factors that make the development timely (this includes
movements in customer regulatory, competitor markets etc)
• What strategic objectives will it meet (why are we doing this e.g.,
deepen relationships, reduce costs etc)?
• What are the critical success factors that will demonstrate the objectives
have been met? (Consider all aspects including conduct risk CSFs for
‘outcome testing’).
6. Template (Cont.)
Target Market
Who is it for? A summary of the target audience.
What primary needs will it meet? Describe the key and supporting needs that the proposition will meet.
How will it be positioned? Sum up the proposition in one sentence.
Why is it different and better? Write down one or two sentences that describe why the proposition works.
The End to End Customer Experience Journey
Discover Explore Buy/Use Engage
Depending upon the proposition What do we want the customer • What does the buying/using How will the customer interact
and strategic drivers, is a to feel and do? process look like? with the proposition on an on-
marketing communications What information can they • Is it one stop or multi faceted? going basis (if at all)?
launch campaign required? source during the lifecycle? • What do we want the customer •How will they feel after each
How will the customer first What will this lead to? to feel at this point? interaction?
come into contact with the •How will you engage with the
proposition? customer after the transaction
•How will this improve advocacy
and retention, e.g. engender
loyalty, repeat purchase, cross
product sales, channel substitution
etc?
7. Template (Cont.)
Scope and Requirements
Define the high-level scope What is the core scope for the initiative? What devices will it be available on?
High-level requirements What are the key requirements, functional and non-functional?
Product backlog Prioritise the key features in order of importance and benefit
Launch Strategy
Describe the launch strategy How will you market the proposition, what channels will you use, will you invite customers to pre-register prior to
launch?
Key proof points What are the key terms you want your customers to associate with the service i.e. speed, security etc
7
