A T E
B
INSTRUCTIONS
OUR STORY
Melt Frame 2
Created and designed by Miikka Leinonen, Ghost Company www.ghostocompany.fi.
ELEVATOR PITCH
1 This is the summary of all other frames.
Our service,
Before you do anything else, fill in this service description. It does not have to be perfect. It’s just a starting point.
NAME OF SERVICE
is a
KEY FEATURE/ PROCESS
.
It helps
DEFINED CUSTOMERS
SOLVE A PROBLEM / ANSWER A NEED
.
When you feel like you have discovered something new come back to this frame and see how your new insight changes it.
WHAT IS UNIQUE ABOUT OUR SERVICE?
2
It uses
These are optional. In some cases more in-depth service description is needed.
WHAT IS OUR BIGGER MISSION?
INNOVATIVE FEATURES OR PROCESSES
BIGGER TREND / PROBLEM
leads to
NEED/ PROBLEM
.
You may change the wording to fit your story.
to
UTILIZE OR COMBINE RESOURCES
producing
EFFECT
.
We help
DEFINED CUSTOMERS
by producing
VALUE PROPOSITION
.
INSTRUCTIONS 4
WHAT FEATURE OF OUR SERVICE USES IT?
How does it link to the service.
3 What you must do to get access to the data. E.g. You must buy it. Add sensors. Get people’s permission.
IS THERE SOMETHING WE MUST DO TO GET THE DATA? WHAT DATA CAN WE GET FROM THEM?
2 If it moves or changes in any way it can be turned into data. E.g. temperature, shopping habits, location data…
WHAT PHYSICAL OBJECTS AND ACTIONS SURROUND OUR SERVICE?
1 List things that could be your resources. E.g. How and where people use your service? List objects, places, people, actions, etc. The more the better!
BE
TA
PHYSICAL RESOURCES
Created and designed by Miikka Leinonen, Ghost Company www.ghostocompany.fi.
Melt Frame 2
A T E
B
INSTRUCTIONS 1 What emotions, knowledge and talent your customers, employees, wannabe customers do have. List them all here. E.g. A caregiver knows how a patient is feeling. People know if their neighbourhood feels safe.
2 How can you get access to this? E.g. survey, community, rating, purchase history, physical location.
3 What can we offer to gain access to these? It can be either intangible like openness, sense of belonging. Or e.g. a platform for discussion.
4 How does it link to the service.
INTANGIBLE RESOURCES WHAT KNOWLEDGE AND EMOTIONS SURROUND OUR SERVICE?
WHAT COULD BE THEIR TANGIBLE FORM?
IS THERE SOMETHING WE MUST DO TO ACHIEVE THIS?
WHAT FEATURE OF OUR SERVICE USES IT?
Created and designed by Miikka Leinonen, Ghost Company www.ghostocompany.fi.
Melt Frame 2
INSTRUCTIONS 4 Typically handing over the ownership grants you access to new resources. E.g. Users feel they own their own Facebook feed and want to create more content. You may need to go back to Resource frames.
3
PROCESS HOW DO CHANGES IN OWNERSHIP AFFECT ACCESS TO RESOURCES AND OUR VALUE PROPOSITION? WHAT DO WE NEED TO DO TO MAKE THIS HAPPEN?
What we need to change.
USER (OR SOMEONE ELSE) CONTROLS THESE PARTS OF THE PROCESS
2 Start playing with the ownership. Do you need to control everything? Take your time. Typically this is one of the most difficult tasks as ownership is so firmly deep-seated in business thinking. Customers don’t need to own the service, but their relationship to it changes if they have a sense of ownership.
1 Map the process. First the major parts and then un-bundling if needed. Do it chronologically from left to right. First, put them all down here.
BE
TA
USER FEELS HE/SHE OWNS THESE PARTS OF THE PROCESS WE CONTROL THESE PARTS OF THE PROCESS
Created and designed by Miikka Leinonen, Ghost Company www.ghostocompany.fi.
Melt Frame 2
INSTRUCTIONS 5 What is the most important feature that your customers see as providing the solution to their problems. E.g. “The service had X (key feature) that helped me to…”
4 This must match the problem! But it does not have to be exactly the same. E.g. A person needs a job. Service provides “The best job match engine”.
3
WHAT IS THE KEY FEATURE TO PROVIDE THIS?
WHAT DOES OUR SERVICE PROVIDE?
WHAT ARE THE PROBLEMS OUR SERVICE MUST SOLVE?
You don’t have to solve all their problems. Pick the most important ones.
CUSTOMER’S PHYSICAL PROBLEMS 2 List their problems (or needs).
KEY CUSTOMER GROUPS
1 Prioritize your customers. Be cruel.
BE
TA
MOST IMPORTANT CUSTOMER GROUP
PHYSICAL VALUE
2ND
3RD
Created and designed by Miikka Leinonen, Ghost Company www.ghostocompany.fi.
Melt Frame 2
A T E
B
INSTRUCTIONS 1
IMMATERIAL VALUE KEY IS THE WHAT KEY FEATURE TO CUSTOMER PROVIDE THIS? GROUPS
Prioritize your customers.
ALL POSSIBLE EMOTIONAL OR KNOWLEDGE NEEDS 2 List their needs (or problems) E.g. hope, sense of belonging, fame, enjoyment, admiration, curiosity, recognition, etc.
3 You don’t have to fulfil all their needs. Pick the most important ones.
4 This should match the need. E.g. Fear = Sense of security, Curiosity = passionate community.
5 The most notable feature.
WHAT ARE THE NEEDS OUR SERVICE MUST MEET?
WHAT DOS OUR SERVICE PROVIDE?
WHAT IS THE KEY FEATURE TO PROVIDE THIS?
MOST IMPORTANT CUSTOMER GROUP
Created and designed by Miikka Leinonen, Ghost Company www.ghostocompany.fi.
2ND
Melt Frame 2 3RD