Value Curve A0 (47" x 33") synthetic paper (EN)
Why Value Curve Canvas?
When designing value propositions, for example with the Value Proposition Canvas or the analytics use case Canvas, you often find yourself in the situation of having to compare many ideas for value propositions with each other or to decide in which concrete form you want to bring a value proposition, i.e. a product or service, to market. A comparison with the offers of the competition helps you to find out where the weaknesses of the competition lie and where your strengths are and whether your target group is at all satisfied with the existing product offer. Ideally, you should design a product or service that does not compete with the competition at all, because you offer a unique combination of product features that has not been found on the market before. This approach is also known as Blue Ocean strategy and the concept of the value curve originates from the Blue Ocean methodology.
What is Value Curve Canvas?
A value curve compares the supply strength of various product features of your value proposition with those of your competitors. A high offer strength means that your value proposition is perceived positively by the customer in relation to this competitive factor. Thus, a low priced offer indicates a high level of the price factor, while a product perceived as cheap has a low offer strength with regard to the quality factor. If you arrange the factors on the canvas from left to right in descending order of the strength of your product and in ascending order of the strength of the competitor's products, you will see on the left side those factors that offer a high potential for differentiation from the competition.
The Value Curve Canvas enables you to develop a quick and well-founded assessment of your value curve in workshops. At the bottom you have the possibility to define up to nine factors by placing corresponding Stattys Notes. At the top you will find fields for your company as well as for four competitors or groups of competitors (e.g. low-cost versus premium suppliers).
How to use Value Curve Canvas?
How to start.
First fill in the lower fields labeled "1st factor", "2nd factor", etc. and then fill in the upper fields labeled "Own company", "1st competitor / group", "2nd competitor / group", etc. Use differently colored notepads for the companies. For example, write the name of your company on a green slip of paper, the name of the first competitor on a red slip of paper, the name of the second competitor on a yellow slip of paper, etc.
Determine the offer strengths.
Then run through the individual competitive factors and first determine the strength of your company's offer with regard to the competitive factor. Place an appropriately colored note - green in our example - along the vertical dotted line. If you or your team think that the value proposition is strong in relation to this factor, place the green note at the top of the scale. Repeat this for the competitors. Make sure that you use the appropriate color for the notes and that you place the notes relative to the green note, i.e. to your value proposition. It is difficult to determine the absolute strength of the offer - you will find it easier to determine the strength of the competitors' offers compared to yours.
Focus on the factors that are decisive for chewing.
After you have gone through the procedure for all competitive factors, sort the factors according to the strength of your company's offer (descending) and that of your competitors (ascending). Consequently, your value curve runs from top left to bottom right, those of your competitors from bottom left to top right. You should pay particular attention to the factors where your distance to the competition is greatest, i.e. those on the left-hand side, in product development and marketing.
Create new markets.
You may also need to sharpen your value proposition by completely eliminating those factors that are particularly strong in your competitive environment. This is possible, for example, with individual functional features: many travelers today do not need a telephone, minibar or even a safe in their hotel room. By doing without them in your hotels, you save money - money you can use for other purposes, for example to lower the price. Some features cannot be completely eliminated, but you can at least reduce them to save time and money. You can invest this time and money in factors that make you stand out from the competition: for example, free WLAN. You may also be able to develop factors that the competition does not yet offer at all. To stay with the hotel example: an online check-in.
More informationen you will find at Datentreiber.
|Size in cm||118,9 x 84,1 cm (49" x 33")|
|Quantity in shipping unit||1|
|Material||Synthetic paper 210 g/m²|
|Weight in kg||0.21|
|Delivery||We do our best to send within 0-2 days with DHL or Deutsche Post|
|VAT Number in EU||While completing your online order, please make sure you fill in your VAT number, if you have one and the delivery is to an EU-country outside Germany. Otherwise we have to incl. 19 % VAT on your invoice|
|Online offering||Our online offering is targeted for companies, registered business, freelancers and associations as well as authorities, schools and universities. German VAT added to all deliveries in Germany and EU deliveries without valid VAT number.|