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7/28/2019 Plantilla Workbook
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Proposition Masterclass
Summary
How to turn a good idea into a winning proposition
7/28/2019 Plantilla Workbook
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"Innovation
distinguishes
between aleader and a
follower"
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Proposition Development Masterclass
Module 1: What makes a great proposition
Innovation challenge
What makes a great proposition The good, the bad & the ugly
Module 2: Anatomy of a proposition
Introduction to the proposition blueprint approach
- Understanding the market context
o
Break out sessionWheres the opportunity?- Understanding the value proposition
o Break out sessionWhats the proposition?
- Understanding the commercial impact
o Break out session Show me the money!
IntroductionAGENDA
Module 4: Selling a proposition
The importance of a great proposition pitch
- Why a great proposition is not enough
o Break out session Into the Dragons Den
Module 3: Stretching a proposition
The importance of challenge and iteration
o Break out session Challenge & Renew
Wrap up
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In-Depth
Insight
and Platforms
Breakthrough
Ideas and
Opportunities
Validated
Proposition
Rapid
Designand
Testing
Live
PilotSuccessful
LaunchBusiness
Planning
Createinsight
stimulus to
fuel idea
generation
& identify
target
platforms
Generate awide range
of ideas
using a
variety of
techniques
Design &validate the
customer
experience
Developcommercial
propositions
around
target
themes
Confirmcommercial
approach &
validate
operating
assumption
s
Customersbuying
product or
taking up
the service
Develop adetail
business
planActivities
Outcomes
Actionable
insightsPortfolio of
new ideas
Customer
experience
design and
interactive
prototype
Fully
developed
commercial
proposition
In-marketlive testing
with
customers
Successful
launch
Business Plan
with Financial
Model
Proposition development process
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In-Depth
Insightand Platforms
Breakthrough
Ideas andOpportunities
Validated
Proposition
Rapid
Designand
Testing
Live
PilotSuccessful
LaunchBusinessPlanning
Focus on propositions
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So, what makes a good proposition?
Founded on customer and market insight
You have a right to play in the market
You can deliver real customer value
Its commercially attractive
Its deliverable
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Elements of a good proposition
Founded on customerand market insight
You have a right toplay in the market
You can deliver realcustomer value
Its commerciallyattractive
Its deliverable
Customer Opportunity
Attractive Market
Competitive Space
Right to Play
Whos the target customer, what are their
needs, how do we know?
Is the market large & growing, what are
the relevant trends?
Who else is in the market, where is the
space for our offering?
Why does it make sense for us to offer
this proposition?
Customer Experience
Customer Proposition What proposition, benefits and featuresdo we need to offer?
What is the customer experience we
need to delight customers?
How much could this make / cost, whatare the key assumptions?
What is the long-term vision for our place
in this market?
Financial Projection
Growth Path
How should we go to market, what
capability gaps exist?
What are the key risks & uncertainties,
what validation is required?
Capabilities & Gaps
Risks & Mitigations
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The Proposition Blueprint
Designing a winning proposition
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THE PROPOSITION BLUEPRINT
Target
Customers and
their Needs
Market
Attractiveness
Competitive
Landscape
Right to Play
The Customer
Proposition
The CustomerJourney
PropositionGrowth Path
Capability
Requirements
Financial
Projection
Risks
THE MARKET OPPORTUNITY THE CUSTOMER PROPOSITION THE BUSINESS RATIONALE
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Who is Market Gravity?
We help large companies to ...
create new businessesmap opportunities, develop concepts, define
business models and create ventures
grow existing businessesredesign business around the customer,
develop propositions and enter new markets
develop new capabilitiesprovide training and design functions to
embed innovation across the business
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Product & Service Development
Capability
DevelopmentEmbed best practices
Corporate Entrepreneur Programme
Innovation Bootcamp
Growth StrategyCreate and manage business
growth strategy
Innovation Strategy
Market-Led BU Strategy
Strategic Planning
Portfolio Management
Building innovation teams
Sponsoring Innovation
In-Depth
Insightand Platforms
Breakthrough
Ideas andOpportunities
Validated
Proposition
Rapid
Designand
Testing
Live
PilotSuccessful
LaunchBusinessPlanning
We bring new concepts to market
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www.marketgravity.com | 29 Wootton Street, London SE1 8TG
To enquire about the full 45 page version of the
Proposition Masterclass Workbook, with detailed
templates at each stage of the blueprint, please
contact [email protected]
mailto:[email protected]:[email protected]