Meaning Mining and Value creation. Louise Harder Fischer Pre-venture cup 2012

Transcription

1 Meaning Mining and Value creation Louise Harder Fischer Pre-venture cup 2012

2 Louise Harder Fischer Partner, VidenNU Creating Costumer Value in Mobile Media throuhg Insight methods Owner, Harder Kommunikation knowledge- and change management External associate professor, CBS and The Danish school of media and Journalisme in innovation and entrepreneurship. Author of books in the fields of media management development, e-branding and target groupanalysis. Asking Why? the next book is published on the danish market in a month. Master of Business and Computer Science (Cand.merc.dat) 1997 Developed an lasting interest in bringing in the end-user into the heart of the design process. Why design something useless? Former vicepresident in Gad s Research and Reflexion, Former Dean, Copenhagen technical Academy Former Journalist at Politiken

3 Meaning & Value Creation Meaningfulness is the big thing. You can create a technology, a product or a solution. But meaning is what people pay for. What is generated when people use your services?

4 Meaning & Value Creation We cannot decide what should be meaningful to other people, which is why we need to listen louder to have relationships with clients, the stakeholders, the future, and just people in general. My value offer to day is thinking and wokring with Listen louder to create value

5 Meaning & Value Creation When it comes to value creation, well nice concept. Problem is that added value soon becomes added crap. To day the perspective is on the unarticulated needs and the scarce resources. A real, genuine interest in others is needed for those who want to create meaningful value.

6 Is this meaningfull value?

7 Product Bolimia 1. Technology 2. Solution 3. Situation 4. Meaning? Alot of useless senseless offers

8 Q e=plcp&context=c4a45e37vdvjvqa1ppcfmwxj-u 9M6CXvS1I2YiVd48aKMwPcbHjI=

9 Meaning Mining Meaning -> What are we solving? What is the customer pain? What makes sense? Situation -> What is the situation we are trying to solve something in? Solution -> How do we solve this problem. What is the gain? Technology -> Is there any technlogy that supports this?

10 What are we trying to solve?

11 Costumer Value What does our customers value? Any success starts with that question. And why not everybody is asking that is beyond my comprehension Peter F. Drucker

12 A value proposition A value proposition is a promise of value to be delivered and a belief from the customer of value that will be experienced. I am a costumer, and I come into to your shop with a problem. I leave without one with a solution that makes perfect sense ti me. I adopted it. The solution is not the product The solution is what the products offer you. The end result = the value obtained and the meaning created.

13 . The noun and verb game

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16 Taskekrog

17 Peel the Onion Constantly explore the real experiences to gain deep insight. To conscious act upon the experiences that gives the most value, to the customer. By asking But why?

18 Value offer The resulting experience is the essence of the value proposition. What are the gains? Your value offer needs to be specific and precise. Your choices and prioritization of functions, processes, key resources and activities in your start-up depends upon it.

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20 Newness Everything new has potential meaning to costumers.

21 Performance The performance race

22 Customization Appreciate the costumer for who he is, valuing the litle different preferences. ch?v=ndngayf890g&feature= player_embedded

23 Design & Usability Who wants to buy a product, that is difficult to figure out? Not any more. Customers expect design and usability in every relation and functionality.

24 More rational factors Risk reduction, and lesser money Accessibility & Convenience Easy acces and easy choice.s

25 Turning in to the emotionals Emotional factors Meeting my life needs? Satisfying my ego? Talking to my aspirational values?

26 What value does my costumers focus on? You can not arrive at the right definition of results without significant input from your customers Peter F. Drucker

27 Curiosity is the key Start digging and mining examine customers, products, services, technologies, solutions and value propositions offered by others in the marketplace. The insight gives you new ideas of how to better solve the customers pain and.

28 HOW? Seek first to understand, to be understood.

29 Empathy map Good value propositions are grounded in a deep understanding of the customer for whom you are creating value. An Empathy Map is one tool to help us synthesize our observations and draw out unexpected insights. Visualization of customers mindset

30 Empathymap

31 Quick and dirty Step 1 Description of situation Turn the paper. Write down the situation that you are trying to understand and then solve!. Step 2 Fill-out empathy map Try to imagine beeing your costumer. What is top-of-mind? Go trough all the fields. Step 3 Insight What gains? And what pains?

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33 Credits The Business Model Generation By Pigneur and Osterwalder En linedans - fra idé til succes : Future Navigator. Lyngsø & Skare Nielsen Spørg hvorfor? By Harder og Borch coming soon

34 Forretningsmodel Beskriver rationalet bag, hvordan en organisation skaber, levere og indfanger værdi. Sammansat af 9 byggeklodser, der tilsammen viser logikken og sammenhængen i hvordan din virksomhed tjener penge. as

35 The canvas Et strategisk ledelsesværktøj også til iværksættere. Beskrive, designe, udfordre, opfinde og vend din forretningsmodel igen og igen.

36 Hvem er vores primære partnere og hvordan samarbejder vi med dem? Hvad er vores hovedaktivitet? Hvilke værdier leverer vi til vores kunder? Hvilke relationer vil vi bygge med kunderne? Det segment af kunder vi giver værdi Hvilke essentielle ressourcer har vi brug for? Gennem hvilke kanaler når vi vores kunder? Hvordan ser vores omkostningsstruktur ud? Hvordan betaler vores kunder for den værdi vi tilbyder dem?

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38 The why factory The important and difficult job is never to find the right answers, it is to find the right question. Peter F. Drucker

39 The Why Factory Why isn t the computer more friendly? Steve Jobs, Apple Computer

40 The Why Factory Why not back first? Dick Fosbory, opfinderen af the Fosbury flop

41 The Why Factory Why does girls in football have to suffer so many injuries? Majken Gilmartin, Inventor of the Womens Football, First Sensational

42 The Why Factory Why don t we put Ozon in the suncream, to protect against skin cancer Sara Naseri og Emilie Riis Kjeldsen, Opfinderne af Bucky O Zun