Proposition Masterclass Summary

How to turn a good idea into a winning proposition

"Innovation distinguishes between a leader and a follower"

Proposition Development Masterclass

Introduction Module 1: What makes a great proposition
Innovation challenge What makes a great proposition The good, the bad & the ugly

AGENDA

Module 2: Anatomy of a proposition

Introduction to the proposition blueprint approach - Understanding the market context o Break out session Wheres the opportunity? - Understanding the value proposition o Break out session Whats the proposition? - Understanding the commercial impact o Break out session Show me the money!

Module 3: Stretching a proposition

The importance of challenge and iteration o Break out session Challenge & Renew

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

Wrap up

Proposition development process

Insight and Platforms

In-Depth

Ideas and Opportunities

Breakthrough

Proposition

Validated

Design Testing
and

Rapid

Business Planning

Pilot

Live

Launch

Successful

Create insight stimulus to fuel idea generation & identify target platforms

Generate a wide range of ideas using a variety of techniques

Develop commercial propositions around target themes

Design & validate the customer experience

Develop a detail business plan

Confirm commercial approach & validate operating assumption s

Customers buying product or taking up the service

Outcomes

Activities

Actionable insights

Portfolio of new ideas

Fully developed commercial proposition

Customer experience design and interactive prototype

Business Plan with Financial Model

In-market live testing with customers

Successful launch

Focus on propositions

Insight and Platforms

In-Depth

Ideas and Opportunities

Breakthrough

Proposition

Validated

Design Testing
and

Rapid

Business Planning

Pilot

Live

Launch

Successful

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

Elements of a good proposition

Founded on customer and market insight
Customer Opportunity Attractive Market
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? What proposition, benefits and features do we need to offer? What is the customer experience we need to delight customers? What is the long-term vision for our place in this market? How much could this make / cost, what are the key assumptions? How should we go to market, what capability gaps exist? What are the key risks & uncertainties, what validation is required?

You have a right to play in the market

Competitive Space Right to Play

You can deliver real customer value

Customer Proposition Customer Experience

Its commercially attractive

Growth Path Financial Projection

Its deliverable

Capabilities & Gaps Risks & Mitigations

The Proposition Blueprint

Designing a winning proposition

8

THE PROPOSITION BLUEPRINT

THE MARKET OPPORTUNITY THE CUSTOMER PROPOSITION THE BUSINESS RATIONALE

Target Customers and their Needs

Market Attractiveness
Competitive Landscape

The Customer Proposition

Proposition Growth Path

Capability Requirements
Financial Projection

The Customer Journey

Right to Play

Risks

Who is Market Gravity?

We help large companies to ...

create new businesses

map opportunities, develop concepts, define business models and create ventures

grow existing businesses

redesign business around the customer, develop propositions and enter new markets

develop new capabilities

provide training and design functions to embed innovation across the business

We bring new concepts to market

Growth Strategy
Create and manage business growth strategy

Innovation Strategy Market-Led BU Strategy

Strategic Planning Portfolio Management

Product & Service Development

Insight and Platforms

In-Depth

Ideas and Opportunities

Breakthrough

Proposition

Validated

Design Testing
and

Rapid

Business Planning

Pilot

Live

Launch

Successful

Capability Development
Embed best practices

Corporate Entrepreneur Programme Innovation Bootcamp

Building innovation teams

Sponsoring Innovation

To enquire about the full 45 page version of the Proposition Masterclass Workbook, with detailed templates at each stage of the blueprint, please contact info@marketgravity.com

www.marketgravity.com | 29 Wootton Street, London SE1 8TG