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PROCESS

Define Criteria and Select Prototypes OBJECTIVE

OUTCOME

Select among a range of alternatives

Ranking of prototypes

Competition and Environment How the idea allows the company to position itself related to the competition Provides Fits with tech Allows competitive and other differentiaadvantage trends tion

STRATEGYZER.COM / VPD / DESIGN / 2.4

140

Decide which criteria are most important to you and your organization and select value propositions and business models accordingly during the design process. You need to prioritize among (hopefully attractive) alternatives, even if your customer is the final judge of your ideas later on in the process.

Relation to Current Business Model How the idea builds or doesn't build on the current business model

Use the following themes and criteria as

Fit with brand

Fits current business model

Builds on strengths

Plugs weaknesses

an input for your own selection criteria.

Fit with Strategy How the idea fits with the overall direction

A A

B D

Disrupts current cash cows

of the company

B

C

Financials and Growth D

Aligns with strategy

Good timing

Fits with desired risk level

What potential each idea has related to growth and financials

C

Can replace outdated business models

Revenue potential

Market size

Market growth

1

Fit with Customer Insights

Implementation Criteria

How the idea relates to the first customer

How difficult it is to implement the idea from

Brainstorm criteria.

insights gained during first market research

design to market

Margins

Come up with as many criteria as you can to assess the attractive-

Important job

No good solution exists

Visible and tangible pain

Time to market

Cost to build

Do we have right team and skills

ness of your prototypes. Strong customer evidence

Technology risk

Risk of Implementamanagement tion risk resistance

Access to target customers

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