Visualise the Solution
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The document discusses the factors that constitute an effective project or service solution, emphasizing the importance of aligning customer needs, products, and financial constraints. It outlines the characteristics of a successful solution as being actionable, appropriate, and accessible, highlighting that price is secondary to the business case in B2B contexts. The analysis is framed around visualizing how to meet market demands while ensuring viable solutions for customers.
Visualise the Solution
- 1. Visualising the Solution 7th August 2014 Visualising the Solution Ali Nicholl 7 August 2014 Strategic Brand Consultancy
- 2. Visualising the Solution 7th August 2014 Introduction "" What constitutes an effective project or service solution? How can we articulate meeting market needs and visualise potential offerings?
- 3. 7th August 2014 Visualising the Solution Factors Successful solutions involve three equally assigned factors. BUDGETS FINANCIAL CONSTRAINTS PRODUCTS SERVICES CUSTOMER NEEDS REQUIREMENTS
- 4. 7th August 2014 Visualising the Solution Serve a need For any given customer and product combo the overlap represents matching what a customer wants with what products and services exist. BUDGETS FINANCIAL CONSTRAINTS PRODUCTS SERVICES CUSTOMER NEEDS REQUIREMENTS
- 5. 7th August 2014 Visualising the Solution Find a price point The overlap is where some customers (it will never be all) can afford/see value in products and/or services. PRODUCTS SERVICES CUSTOMER NEEDS REQUIREMENTS BUDGETS FINANCIAL CONSTRAINTS
- 6. 7th August 2014 Visualising the Solution Build a business case Where budgets meet requirements, there is investment in, and a business case for, a given strategy. BUDGETS FINANCIAL CONSTRAINTS CUSTOMER NEEDS REQUIREMENTS
- 7. 7th August 2014 Visualising the Solution How it works So with respect to a specific market... Budgets financial constraints Customer lacks investments, capital or does not have a business case to support findings Products services Products and services are too expensive and lack effective ROI Customer needs requirements These cannot be met with existing technology or services and/or do not make “business sense” BUDGETS FINANCIAL CONSTRAINTS CUSTOMER NEEDS REQUIREMENTS PRODUCTS SERVICES
- 8. 7th August 2014 Visualising the Solution How it works Inappropriate Products are affordable/accessible but they do not meet all of the operational requirements and challenges Inaccessible The products or services match the requirements but they are unaffordable/unsustainable Unactionable Products that do not match the organisational strategy that has been aligned to the operational requirements – for example lack of skilled personnel UNACTIONABLE INACCESSIBLEINAPPROPRIATE
- 9. 7th August 2014 Visualising the Solution The Solution The solution must be: Actionable By the customer measured by case of doing business Appropriate Does it meet the needs of a specific defined customer profile and market, can it be tailored? Accessible What is its value to the customer? Because... THE SOLUTION
- 10. Visualising the Solution 7th August 2014 The Kicker In B2B, customers do not care about price.They care about business cases. If it is appropriate to market, if it is actionable by customer and if it’s value is assessable and evident then price is irrelevant. UNACTIONABLE INACCESSIBLEINAPPROPRIATE THE SOLUTION BUDGETS FINANCIAL CONSTRAINTS CUSTOMER NEEDS REQUIREMENTS PRODUCTS SERVICES
- 11. Visualising the Solution 7th August 2014 Many thanks for your time Strategic Brand Consultancy 17-21 Old Street, London EC1V 9HF 020 3058 1100 info@makeitclear.co.uk Ali Nicholl is the brand strategy lead at Make it Clear, the strategic brand consultancy.