The exchange and delivery of services between the Associations and their members were mainly based on analogous means, such as face-to-face communication or telephone conversations. They made the information about the respective standards and regulations for construction methods available as individual files on their website – the customers had to collect and download the necessary files themselves. Over time, our client has noticed changes in the needs of their end customers, so comments were made that the information should be prepared in a more individual and structured way. This was one of the triggers why the customer decided to rethink its services in order to be able to satisfy the needs of its end customers in the future as well.
In terms of length, the project was rather one of the shorter kind, so we were able to complete and implement it within a few workshops together with the customer. With our service package “Strategy & Business Model” we were able to meet the scope of the project. After an initial meeting to understand the client’s challenge and the context of the current business model, we were able to define the subsequent workshops together.
The service package has 4 elements:
Vision – How could the future of the customer look like, where do they want to engage themselves and how they want to develop themselves.
Value proposition – Which customer segments should be focused on value generation? And in this context: Which pays and gains do these segments exhibit in their journey?
Business Model – The business model contains the intended value proposition as a core element. The model answers the questions to what extent the company has to orchestrate itself in the future to be able to implement this value proposition in reality.
Action Map – The question arises as to how the foregoing topics can be implemented – with an action map, the most important milestones and responsibilities can be mapped on a timeline.
Based on the gains and pains of the respective customer journey, we outlined a set of possible solutions, which we then transferred into high-level business models. These business models are a first step towards the intended vision. For example, one of our solutions is a B2B platform, in which the association can interact directly with its end customers digitally and they can obtain the information they need directly based on their needs. We have also explored new options in terms of membership fees to make the interaction even more flexible.
Solution and result
The outcome has been presented to the CEO. My proposal was that we continue with a process characteristic of this type of innovation and create a lean prototype to test with potential customers, who belong to the corresponding customer segment. According to the feedback received and the resulting learning, the assumed value proposition would then have to be adapted appropriately. As the last step an MVP (Minimum Viable Product, which has a minimal set of functionalities, but just enough to offer a first added value to the end customer) would be set up, to check whether the end customers use it and are willing to pay for it. After that, further agile development can take place.
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