www.FITT-for-Innovation.eu

Focussed Value Proposition

FITT

(Fostering Interregional Exchange in ICT Technology Transfer)

2 | 26.02.2010 Focused Value Proposition

New ideas/Technologies

What? How?

Narrowing the Focus of the Value Proposition is starting

to make the business feasible and real.

Position in the valorisation chain

Focussed Value

Proposition

Focussed Value

Proposition

3 | 26.02.2010 Focused Value Proposition

Formulating a Value Proposition is important as it helps you

to

Express the value of your idea/project to the outside world

Make your elevator pitch

Start with the exploitation of your idea/project

Value Proposition

Focussed Value

Proposition

Focussed Value

Proposition

4 | 26.02.2010 Focused Value Proposition

Strategic Logic

• Focussing the Value Propositions implies to assess, exploit and develop all aspects of Strategy

discoverdevelop

© Wiley

5 | 26.02.2010 Focused Value Proposition

Strategy

A strategy to develop a focussed value proposition consist of three interrelated components:

• A business concept that identifies the intended customers of the organization and the product offers and key activities that the organization will use to create value for those customers

• An organization concept that defines the resources the organization will use in its value-creating activities, the organization design for coordinating its activities, the controls it will use to monitor its value-creating activities, and the incentives – or plan for value distribution – that the organization will offer to attract and motivate resource providers in its value-creating process

• The core processes of product creation, product realization, stakeholder development, and organizational transformation through which an organization tries to create and distribute value on a sustainable basis

6 | 26.02.2010 Focused Value Proposition

Value Proposition as the Heart of Strategy

• The Value Proposition is the crystallisation of all strategic decisions

7 | 26.02.2010 Focused Value Proposition

• The FITT toolbox provides help for practitioners in:

• knowing the market (marketing process)

• integrating all information (business modeling process)

Toolbox Content

Marketing

• Market assessment

• Templates for technological marketing

• Living Labs in ICT

Business Modeling

• Business Model Decision

• Business Model Design

• Open source business model

8 | 26.02.2010 Focused Value Proposition

Suggested Readings

Link to bibliography

Link to code book

Business opportunity

Customer-Benefits & Segment-Attractiveness

Business model

Link to relevant websites

Sanchez R. & Heene A. (1999) The new strategic management:

Organization, competition and competence