Having worked for American companies for most of my working life, I am accustomed to using the term Value Proposition. However, if I translate this into English “Statement of Direction” is probably the closest interpretation, and for those familiar with Balance Scorecard it is translates closely to “Destination Statement”. The purpose of defining a Value Proposition is to provide a means of driving the Strategy and to give direction to the organisation and its constituents. When Kaplan and Norton introduced strategy maps to provide a means of connecting strategy and objectives to Performance Indicators it emphasised the focus on driving value, however, later it was necessary to add a Destination Statement to define a goal and purpose. You might ask why? The reason is clear, I have map of how to get there (strategy), and I have a defined set of objectives (KPI’s) but have no defined destination.
In my previous Blog “Disruptive Business Modeling” where I discussed business modeling it highlighted the importance of establishing a Value Proposition or a “Statement of Direction”. A Value Proposition is defined as “an analysis and quantified review of the benefits, costs and value that an organization can deliver to customers and other constituent groups within and outside of the organization.” To build a Value Proposition the following points can be considered:
1. The Value you bring as an organisation
a. A selected set of customers
b. Why they need your offerings
c. How your Products and Services fulfill their needs
d. What benefits you will bring to them
2. How you differentiate the Value you bring to your Customers and Stakeholders
a. How you position yourself from the competitors
b. What differentiate you Products and Services
c. Identify and produce proof of this differentiation
There is a strong link between the Value Proposition and the Profit Model. Customers and Suppliers require a company or organisation to have a sustainable financial structure that ensures they will be in business for the foreseeable future. Financial strength is built on healthy sustainable growth in revenues supported by a programme focused on managing and containing costs ensuring the ability to invest in the resources required to grow the business.
There are three principle drivers when considering the development of a Business Model:
1. Increasing Velocity - The ability to deliver products to end-users as fast or faster than competitors and to reconfigure the business strategy & operations as fast or faster than competitors in response to changes in market or supply/supplier conditions
2. Improving Visibility - The ability to monitor, control and change the business strategy & operations from supplies acquisition to product or service delivery at end user.
3. Controlling Variability - The ability to continuously monitor and improve planning and forecast accuracy and reduce the impact of unplanned events on business performance.
Business Processes are developed to maintain the integrity of the business model, that are built into and around applications and data stores supported by the IT Infrastructure. The design and the management of the processes impact the performance of the business and its ability to respond to change. To ensure a quick response, the performance of the business processes are monitored and analysed to assess their impact on the performance of the business. Each activity that is monitored is analysed in terms of its contribution to the overall performance of the business. This ability to roll up and drill down performance indicators are an important aspect to ensure problems are pin pointed and resolved as quickly before they, in conjunction with others, create a much bigger problem.
In conclusion the Value Proposition is not static; it is reviewed periodically to ensure it is maximising value for the business and constituents. The business processes supporting the creation of value are monitored and analysed to ensure they are still relevant and change management processes are used to manage the changes required to keep the business on track or put in place new processes delivering value for new opportunities. This is a continuous improvement programme that adjusts to the changing business environment.