– a description of the customer problem, the
solution that addresses the problem, and the
value of this solution
from the customer's perspective.
– the group to target, recognizing that different
segments have different
needs. Sometimes the potential of an
is unlocked only when a different market segment is
Value Chain Structure
– the firm's position and activities in the
and how the firm will capture part of the value that it
creates in the chain.
Generation and Margins
how revenue is generated (sales, leasing,
subscription, support, etc.), the cost structure, and target profit
Position in the Value Network
– identification of
competitors, complementors, and any network effects that can be utilized to
deliver more value to the customer.
how the company will attempt to develop a
Sustainable Competitive Advantage
and use it
to improve the enterprise's competitive position in the market.