The document discusses deconstruction and value innovation in products and services. It explores how analyzing business drivers and customer needs can impact how organizations evolve their value propositions. The document provides a framework for deconstructing a product/service by prioritizing attributes, identifying impactful business drivers, benchmarking competitors, and defining goals for improving each attribute based on drivers and benchmarks. An example case application of this framework to a healthcare consensus platform is also included.
13. huntingmammoths.net
Infraestructura Operativa Plataforma Comercial
Alianzas Relaciones
Clientes
Estructura de Costes Flujo de Ingresos
Capacidades
Esenciales
Arquitectura
(Recursos/
Procesos)
Segmentos
Clientes
Canales
Distribución
Proposición
de Valor al
Cliente
Resultados
Oferta
Business model framework
17. huntingmammoths.net
1 2 3
Analysis Benchmark Change
Prioritize and
weigh the
attributes of a
product/service
& identify the
drivers that
impact most.
Identify top p/s
or firms as a
reference for
each one of the
attributes of the
p/s.
Define a principal
goal per attribute,
referent and
driver.
Tasks
18. huntingmammoths.net
Attributes*
Cost (C )
[ 1 to 10]**
Value (V )
[1 to 10] **
Weighted value
WV = C x V
Prices & financing
Aesthetics Image & Brand
Novelty
Customer Experience Empathy
Specialization & Line
Capacity, Logistics & Distribution
Security & Durability
* Reorder the drivers according to the ranking from major to minor weighted value
** Total sum of costs and total sum of values must be 10.
Tasks 1. Analysis (a).
Prioritize and weigh the attributes of a product/service.
19. huntingmammoths.net
Tasks 1. Analysis (b).
Identify the drivers that impact most over the p/s.
Use the table to collect the votes of all the participants in the practice
Business
Drivers Fundamental Technical Commercial
Attributes
Integrative
Thinking
Leadership
and values Tendencies Different.
design
Technology
acceleration
Embedded
services
Consultative
selling
Prices &
financing
Aesthetics
Image & Brand
Novelty
Customer
Experience &
Empathy
Specialization &
Line
Capacity,
Logistics &
Distribution
Security
&Durability
20. huntingmammoths.net
Tasks 2. Benchmark.
Top p/s or firms as references for the attributes of the p/s
Attributes Top referent (10) Position (1-10)
Prices & financing
Aesthetics Image & Brand
Novelty
Customer Experience Empathy
Specialization & Line
Capacity, Logistics & Distribution
Security & Durability
21. huntingmammoths.net
Attributes Driver Referent Goal
Prices & financing
Aesthetics Image & Brand
Novelty
Customer Experience Empathy
Specialization & Line
Capacity, Logistics & Distribution
Security & Durability
Tasks 3. Change.
Define a principal goal per attribute, referent and driver.
Establish and justify the goals for each attribute in relation with drivers and referents.
23. huntingmammoths.net
Attributes*
Cost (C )
[ 1 to 10]**
Value (V )
[1 to 10] **
Weighted value
WV = C x V
Research 10 4 30
Image & Brand 3 2 6
Flexibility & Adaptability 6 10 60
Usability 5 7 35
Capacity 1 3 3
Distribution 2 1 2
Training 3 3 9
* Reorder the drivers according to the ranking from major to minor weighted value
** Total sum of costs and total sum of values must be less than 30 and only one 10
Tasks 1. Analysis (a).
Prioritise and weigh the attributes of a product/service.
24. huntingmammoths.net
Tasks 1. Analysis (b).
Identify the drivers that impact most over the p/s.
Business
Drivers Fundamental Technical Commercial
Attributes
Integrative
Thinking
Leadership
and values Tendencies Different.
design
Technology
acceleration
Embedded
services
Consultative
selling
Flexibility &
Adaptability *
Usability
*
Research
*
Training
*
Image &
Brand *
Capacity
*
Distribution
*
25. huntingmammoths.net
Tasks 2. Benchmark.
Top p/s or firms as references for the attributes of the p/s
Attributes Top referent (10) Position (1-10)
Flexibility & Adaptability Amazon 4
Usability Doodle 7
Research X Space 4
Training Ikea 4
Image & Brand Apple 1
Capacity Google 2
Distribution Udacity 1
26. huntingmammoths.net
Attributes Driver Referent Goal
Flexibility & Adaptability Design Amazon Offering the right service
Usability Trends Doodle
Understanding of users
needs
Research
Integrative
thinking
X Space
Focusing on the
appropriated challenge
Training
Consultative
selling
Ikea
Systematise the learning
process
Image & Brand
Leadership
& values
Apple Synthesis of our brand
Capacity Technology Google
Improving technical
capabilities
Distribution
Embedded
services
Udacity Connect with partners
Tasks 3. Change.
Define a principal goal per attribute, referent and driver.