1. The Value Proposition (Unique Market Positioning Statement)
Customer Criteria
Do target customers understand the value proposition?
Is the value relevant to the target customers’ needs?
Do target customers believe the value proposition?
Will the value proposition provoke customer action?
Company Criteria
Will the company support the proposition?
Does the company have the resources and capabilities to “own” the proposition?
Does selection of the proposition limit future growth into other markets?
Competitor Criteria
Are competitors trying to provide a similar value proposition?
Do current competitors have the resources and capabilities to copy the proposition?
How easy is it for the required resources and capabilities to be developed?

2. Volvo ? Four Seasons Hotels? WestJet?
The Value Proposition (Unique Market Positioning Statement)
Focuses Key Benefit on Key (usually primary) Target Market group
What is the value proposition for:
Volvo ?
Four Seasons Hotels?
WestJet?

3. Resource Systems (in-house and partners)
Align these with the Value Proposition
Unique: Good resource systems provide benefits, capabilities and activities that are different from those of competitors
Linked: Good resource systems have links between capabilities and benefits, among capabilities, among resources, and between virtual-world and physical-world business systems
Sustainable: Good resource systems are difficult for competitors to replicate
Resources Systems for an on-line venture often include:
Domain Hosting on a server often through an Internet Service Provider (ISP)
eCommerce solutions such as Shopping Carts for on-line transactions (a simple eCommerce solution for a small- to medium-sized business could be Pay Pal (
a delivery provider for distribution, such as a popular courier company like FedEx, UPS or Purolator

4. Direct vs. Indirect Competitors
Direct Competitors are rivals in the same industry
products are “close substitutes”
reach and compete for same customers (ex. Dell and Compaq)
Indirect Competitors include:
Substitute Producers produce products and services that serve the same function
Compare britannica.com with google or portal sites
Adjacent Competitors have the potential to offer “close substitutes” quickly
MSN GameZone was popular gamer site but offered no direct competition to Nintendo or Sony until they produced the XBox
Or use similar technologies or systems
Ex. Apple iPhoto competes with Kodak indirectly

5. Customer Dynamics Magnitude of unmet need
Look for trapped or new-to-the-world value here as the most profitable
Ex. eBay found customers who wanted to sell goods in the challenging auction market
eBay unlocked the trapped value (created a more efficient market) and used new-to the -world technology to do so
Interaction between segments measures the level of reinforcing activity that generates more purchase and usage.
Customers can create a “viral” effect here
How does bluemountain.com do this?
Likely rate of growth estimates annual growth of underlying customer-unit market
E.g. onvia.com takes advantage of the fast-growing, small-business market by connecting them to government contracts

6. Technology Vulnerability
Technology adoption measures customers’ adoption of the technologies required to recognize the value of the offering
What penetration level is necessary (ex. Broadband modems)
Impact of new technologies considers the likelihood of a new technology radically altering the economics or attractiveness of the offering
ex. file-sharing (peer-to-peer) and MP3

7. Microeconomics
Market size is the dollar value of all sales generated in a particular market
Profitability is the profit margin that can be realized in the market
Always consider how the company will make money
direct sales
advertising
subscriptions
purchases
merchandising
third-party partners and affiliates
sponsored content
Events (possibly sponsored or co-sponsored)
workshops
conferences
training