- What is New Product Blueprinting?
- How is Blueprinting learned and applied?
- How does Blueprinting fit with a stage-and-gate process?
- How does Blueprinting fit with strategic planning?
- How does Blueprinting fit with Design Thinking?
- How does Blueprinting fit with Lean Startup?
- How does Blueprinting fit with Minesweeper de-risking?
- How does Blueprinting fit with LaunchStar product launch?
- What innovation metrics should we use?
Market Segmentation (Step 1)
Discovery Interviews (Step 2)
- How to plan Discovery interviews
- Preparing your interview team
- Convincing customers to be interviewed
- How to handle confidential info in an interview
- How to conduct a Discovery interview
- Finding & using a digital projector for interviews
- How to conduct a customer tour
- How to debrief & follow-up a Discovery interview
- Engaging your sales colleagues in interviews
- Engaging distributors in interviews
- Interviewing customers down the value chain
- How to interview remotely with web-conferences
- How to interview at trade shows & other venues
- Interviewing in different global cultures & languages
- How to listen well during customer interviews
- How to probe during customer interviews
- How to gather economic data during interviews
- How to create & use Current State questions
- How to identify Must Haves (MH)
- How to select Top Picks (TP)
- How to use Trigger Maps
- How to form Outcome Statements
Preference Interviews (Step 3)
Rest of Blueprinting (Steps 4-7)
5. Accounting for human behavior in pricing
Beyond financial considerations, you should also address customer risk and effort.
In the last four articles, we focused on gathering financial data for building a value calculator. Some people think getting the right price is all about financial calculations… but that’s not the case. Be sure to check out the last few slides in e-Module 8: Creating & Capturing Value at www.blueprintingcenter.com.
This is where we introduce the human behavioral aspects of getting a top price. Specifically, you’ll see our CARE model:
- Confidence: The customers’ confidence in what you are claiming is critical to gaining higher pricing. It lets you capture a much larger part of the total value than if customers doubt you.
- Audience: Reaching the right audience is equally important. If you’re telling your story to a customer contact who doesn’t care, you’re wasting your breath.
- Risk: The more risk your customer must bear, the less they’ll be willing to pay.
- Effort: If buying your product requires more effort, that will reduce the price they’ll pay.
You’ll see a dozen specific suggestions for improving your position in these four. We especially find that reducing customer risk and effort are well-rewarded.
Keywords: value calculator, customer value, value calculator example, customer risk, customer effort, CARE model, confidence, audience, risk, effort