Steps to develop the value curve canvas

1. Competitor Analysis
technique:
STRATEGY TIPS – Value Curve Strategy TIPS - http://www.inno-smart.com
Value Curve Canvas
STEPS
Ph.D. Silvia Rodriguez-Donaire
@srodriguezd
INNO-SMART CEO, Digital Marketing Consultancy
Lecturer at UPC and IQS Business School

2. Value Curve - External Analysis
Value Curve canvas Steps
Use to analyze your company with respect to the
competition. How could you differentiate from your
rivals? By cost, differentiation or quality.
Axes:
1. specific capabilities of your market (price, features of
STRATEGY TIPS – Value Curve Strategy TIPS - http://www.inno-smart.com
the product, technology, raw materials, manufacturing
process, etc.)
2. show variation from 1 to 7.

3. Value Curve - External Analysis
Value Curve canvas Steps
STRATEGY TIPS – Value Curve Strategy TIPS - http://www.inno-smart.com
1. Generate a matrix (row: capabilities, column: competitors)
2. Order capabilities in groups: eliminate, reduce, raise and
create.
3. Analyze the different capabilities to each competitor as well as
you, assigning a value from 1 to 7.
4. Make groups of similar competitors and draw them in one
curve.
5. Look in which capability you can differentiate your
product/service.

4. STRATEGY TIPS – Value Curve Strategy TIPS - http://www.inno-smart.com
Value Curve canvas
Value Curve - External Analysis

5. STRATEGY TIPS – Value Curve Strategy TIPS - http://www.inno-smart.com
Value Curve canvas
Value Curve - External Analysis

6. Competitor Analysis
technique:
STRATEGY TIPS – Value Curve Strategy TIPS - http://www.inno-smart.com
Value Curve Canvas
STEPS
Ph.D. Silvia Rodriguez-Donaire
@srodriguezd
INNO-SMART CEO, Digital Marketing Consultancy
Lecturer at UPC and IQS Business School