MICHAEL NUCIFORO

Mobile Consultant, Innovator and Futurist

Developing a Mobile Proposition

Section 5: Defining the proposition

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

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Section 5 – 14:10 to 15:10

• 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

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Guidelines

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Framework…

1. Proposition

Summary

2. Benefit Themes:

• Customer

• Business

• Staff

3. Target Market

4. Key Objectives

START BRAINSTORM CAPTURE 1. Scope

2. Key Requirements

3. Product Backlog

4. Launch Approach

Proposition Details

Proposition Theme

Proposition Summary • A brief summary of the proposition.

• Describe what will change as a result of

implementation.

• What does the end game look like?

a) What will the company get?

b) What will the customer get?

c) Target market?

d) What competitors exist?

Benefits

Customer Better customer experience, quicker etc.

Business New revenue stream, reduction in manual processing…

Staff Improved efficiency…

Opportunity Statement and Key Objectives

• 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’).

Template

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 Depending upon the proposition

and strategic drivers, is a marketing communications launch campaign required?

How will the customer first come into contact with the proposition?

Explore What do we want the customer

to feel and do? What information can they

source during the lifecycle? What will this lead to?

Buy/Use • What does the buying/using

process look like? • Is it one stop or multi faceted? • What do we want the customer

to feel at this point?

Engage How will the customer interact with the proposition on an on-going basis (if at all)? •How will they feel after each interaction? •How will you engage with the customer after the transaction •How will this improve advocacy and retention, e.g. engender loyalty, repeat purchase, cross product sales, channel substitution etc?

Template (Cont.)

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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

Template (Cont.)