1. VALUE PROPOSITION CUSTOMER VALUES A new generation value system analysis SCAN MRI

2. Valuenomics The MRI SCAN is Valuenomics new, powerful tool to measure a sectors competitivenss on global markets. Hence, it is a main building block for sector strategies. Valuenomics is a new concept on trade development and promotion, designed for business support organizations and governmental institutions. Like Valuemagics, its focus is on the value proposition, but this time on mesoeconomic level –the sector. VALUE PROPOSITION CUSTOMER VALUES

3. Let us take an example of three coffee sectors..... HONDURAS UGANDAVIETNAM

4. Now lets take three potential market segments for these sectors... NORWAY SOUTH AFRICAJAPAN

5. REGULATORY LOCAL MINISTRY OF KNOWLEDGE MINISTRY OF INDUSTRY MINISTRY OF FINANCE MINISTRY OF ECONOMICS CENTRAL MINISTRY OF PLANNING GOVERNMENTS BODIES, AGENCIES BANK AGRICULTURE INSTITUTES PORTS CUSTOMS INSTITUTE TRADE SUPPORT DONORS INT. AGENCIES RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSOs SECTORAL BSOs FUNCIONAL BSOs/ NGOs KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS PRODUCERS MANUFACTURERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS TRADERS EXPORTERS BUYERS WHOLESALE DISTRIBUTOR S RETAILERS MINISTRY OF TOURISM MINISTRY OF TRADE ENABLERS DRIVERS ACTORS IMPORTERS PRODUCERS MANUFACTURERS PROCESSORS PACKERS RECRUITMENT SERVICES The first step is to identify the stakeholders that have an impact on the competitiveness of these coffee sectors....... Each of these stakeholders have a role in the system that makes up for the value proposition of the coffee sectors

6. ENABLERS DRIVERS ACTORS DEVELOPMENT MARKETINGPRODUCTION MINDS MONEY MAN POWER METHODS MATERIALS REPORTS REPRESENTATI ON READINESS RANGE ROBUSTNESS INCENTIVES INFRASTRUCTUR E INITIATIVE INSTITUTIONS INSTRUCTION MINDS MONEY MAN POWER METHODS MATERIALS MINDS MONEY MAN POWER METHODS MATERIALS REPORTS REPRESENTATI ON READINESS RANGE ROBUSTNESS INCENTIVES INFRASTRUCTUR E INITIATIVE INSTITUTIONS INSTRUCTION REPORTS REPRESENTATI ON READINESS RANGE ROBUSTNESS INCENTIVES INFRASTRUCTUR E INITIATIVE INSTITUTIONS INSTRUCTION Y X Now we can analyse the contribution of each of these stakeholders to the value proposition of these coffee sectors……. We analyse the performance of stakeholders in the three main areas of the value chain……… We analyse that performance on 5 different criteria in each of the three areas of the value chain

7. M 5 analysis Analysis of the ACTORS We assess ACTORs peformance in the

8. Analysis of the ENABLERS R 5 analysis We assess the performance of ENABLERS in the

9. Analysis of the DRIVERS I 5 analysis We assess the performance of DRIVERS in the

10. REGULATORY LOCAL MINISTRY OF KNOWLEDGE MINISTRY OF INDUSTRY MINISTRY OF FINANCE MINISTRY OF ECONOMICS CENTRAL MINISTRY OF PLANNING GOVERNMENTS BODIES, AGENCIES BANK AGRICULTURE INSTITUTES PORTS CUSTOMS INSTITUTE TRADE SUPPORT DONORS INT. AGENCIES RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSOs SECTORAL BSOs FUNCIONAL BSOs/ NGOs KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS MANUFACTURERS PRODUCERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS EXPORTERS MINISTRY OF TOURISM MINISTRY OF TRADE ENABLERS DRIVERS ACTORS RECRUITMENT SERVICES The three analyses of ACTORS ENABLERS DRIVERS make up for the........ SCAN MRI

12. Second step is to invite representatives... from companies - THE ACTORS... from BSOs - THE ENABLERS... and government - THE DRIVERS for a strategic conference

13. All participants fill in the MRI – scorecard........ INDIVIDUALLY

14. In each column, scores from 10 (best) to 1 (worst) are filled in.

15. Scores are then processed into one consolidated sheet...... discussed and agreed upon

16. The competitiveness score of the coffee sector is calculated through the following formula C = x y z 3 2 in which C = competitiveness x = average score of ACTORS y = average score of ENABLERS z = average score of DRIVERS

17. But more important than the total score... are the scores on each of the elements... since they precisely indicate what the value proposition of the sector is (the high scores)... and lead to immediate actions on the biggest challenges of the sector (the low scores)

19. What are the advantages of the MRI Scan versus a traditional value chain analysis ? Consensus amongst all stakeholders Clear identification of action holders Clear definition of the value proposition Actionable analysis of challenges Solid input for sector strategies SCAN MRI

20. C ed i s Centre for International Studies on Development Economics Hans Verhulst 22, Florapark EINDHOVEN - 5644 BX Netherlands T + 3140 213 53 23 M + 3165 152 86 89 hans@cedis.nl Vinod Sharma 160, Munirka Enclave New Dehli - 110067 India T +91 11 2617 0532 M +91 98 100 88779 vinod@cedis.nl www.valuemagics.com