Value Canvas in Projects

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=The Value Canvas Process=
 
=The Value Canvas Process=
One of the main tasks of each company and hence, their project leaders, is to design and develop products and services to facilitate their customers’ lives. However, 72 percent of newly developed products fail. That means, customers do not care about 7 out of 10 products introduced to the market. Global players such as Nintendo experienced failure by launching its first gaming console, namely the Famicom console. Further gaming consoles, such as the Atari or Nintendo NES also did not convince the customers. Nintendo was not the only one who struggled to offer the right products to an emerging market, other big companies, such as Apple, launched a number of failures to the market. However, it should be the aim of every company not to waste its valuable resources on introducing a failure to the market and hence launch a product not belonging to the 72 percent mentioned above. As already mentioned before, the pace of change in technology, business environment and other areas accelerates each day and organisations need to keep these fast-changing factors under control. Prince2 depicts two key challenges for organisations to survive in nowadays society. Firstly, enterprises need to maintain their daily business operations, such as customer relationships, brand loyalty and productivity. These aspects are beyond the scope of this article. Secondly, it is highly recommended to focus on the transformation of business operations in the future to remain competitive. This future change is implemented by various projects. Newly introduced projects are the main trigger for change. PMBOK and Prince2 describe a successful project as temporary, meaning it should have a clear start and end date. The project is terminated when the objectives are reached, or it failed to achieve its aims. Another reason for an early termination of the product is its redundancy. Furthermore, Prince2 argues that cross-functional teams should be aligned. Due to their different backgrounds and skills, organisations hope, that team members work more efficiently and implement a change that affects others outside the team. In addition, every project is unique. It might be the case that some projects are quite similar, but different team members, different customers and other factors distinguish a project from others. Unfortunately, every project comes with a potential risk of failure. Due to fast pace of change and the uncertainty of the near future, potential threats could appear. However, a project could also be a success and bring opportunities with it. To make use of these business opportunities, organisations set highest priorities on a successful project management. Therefore, organisations choose and select very wisely their project managers and the assigned team members. To avoid introducing a poor product, project managers play a critical role identifying and recognising the right approach in order to achieve the project’s objectives. Project managers occupy an important position as leaders in project teams which is clearly visible throughout the whole project (Reference PMBOK). According to Prince2, project managers are responsible for setting up a clear plan indicating the sequences for the upcoming steps. Without having a plan, control over everything is not guaranteed. It might be possible to accomplish somehow this new project by himself or herself, but especially in project management it is crucial for the project manager to delegate tasks to team members to make use of the synergies and cross-functionality as well as reducing risks at the same time. Furthermore, it is the project manager’s responsibility to monitor the delegated work and if necessary, take a supportive role for occurring obstacles and emerging problems. In addition, if the project team is way ahead of the schedule, the project manager ought to find ways to speed up the closing of the projects or save costs.
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One of the main tasks of each company and hence, their project leaders, is to design and develop products and services to facilitate their customers’ lives. However, 72 percent of newly developed products fail. That means, customers do not care about 7 out of 10 products introduced to the market.<ref name="Strategyzer, (2017, March 7). Strategyzer's Value Proposition Canvas Explained"> Global players such as Nintendo experienced failure by launching its first gaming console, namely the Famicom console. Further gaming consoles, such as the Atari or Nintendo NES also did not convince the customers. Nintendo was not the only one who struggled to offer the right products to an emerging market, other big companies, such as Apple, launched a number of failures to the market. However, it should be the aim of every company not to waste its valuable resources on introducing a failure to the market and hence launch a product not belonging to the 72 percent mentioned above. As already mentioned before, the pace of change in technology, business environment and other areas accelerates each day and organisations need to keep these fast-changing factors under control. Prince2 depicts two key challenges for organisations to survive in nowadays society. Firstly, enterprises need to maintain their daily business operations, such as customer relationships, brand loyalty and productivity. These aspects are beyond the scope of this article. Secondly, it is highly recommended to focus on the transformation of business operations in the future to remain competitive. This future change is implemented by various projects. Newly introduced projects are the main trigger for change. PMBOK and Prince2 describe a successful project as temporary, meaning it should have a clear start and end date. The project is terminated when the objectives are reached, or it failed to achieve its aims. Another reason for an early termination of the product is its redundancy. Furthermore, Prince2 argues that cross-functional teams should be aligned. Due to their different backgrounds and skills, organisations hope, that team members work more efficiently and implement a change that affects others outside the team. In addition, every project is unique. It might be the case that some projects are quite similar, but different team members, different customers and other factors distinguish a project from others. Unfortunately, every project comes with a potential risk of failure. Due to fast pace of change and the uncertainty of the near future, potential threats could appear. However, a project could also be a success and bring opportunities with it. To make use of these business opportunities, organisations set highest priorities on a successful project management. Therefore, organisations choose and select very wisely their project managers and the assigned team members. To avoid introducing a poor product, project managers play a critical role identifying and recognising the right approach in order to achieve the project’s objectives. Project managers occupy an important position as leaders in project teams which is clearly visible throughout the whole project (Reference PMBOK). According to Prince2, project managers are responsible for setting up a clear plan indicating the sequences for the upcoming steps. Without having a plan, control over everything is not guaranteed. It might be possible to accomplish somehow this new project by himself or herself, but especially in project management it is crucial for the project manager to delegate tasks to team members to make use of the synergies and cross-functionality as well as reducing risks at the same time. Furthermore, it is the project manager’s responsibility to monitor the delegated work and if necessary, take a supportive role for occurring obstacles and emerging problems. In addition, if the project team is way ahead of the schedule, the project manager ought to find ways to speed up the closing of the projects or save costs.
 
According to PMBOK various specific factors, such as market, stakeholder and social demand are leading to the creation of a project. Another very important impulse leading to the creation of a new project is customer requests. For example, a new industrial park was built and therefore power is needed to run the different machines. The local electricity utility agrees on a new project to build a new substation to supply the newly built industrial park with electricity. This article pays especially attention to the customer needs and how organisations can benefit from understanding them correctly.
 
According to PMBOK various specific factors, such as market, stakeholder and social demand are leading to the creation of a project. Another very important impulse leading to the creation of a new project is customer requests. For example, a new industrial park was built and therefore power is needed to run the different machines. The local electricity utility agrees on a new project to build a new substation to supply the newly built industrial park with electricity. This article pays especially attention to the customer needs and how organisations can benefit from understanding them correctly.
 
The following steps of the Value Canvas tool help to visualise, design and test how to create value through a new product for a company’s customers. Therefore, it is highly recommended to first identify the customer requirements through the introduced steps of the Value Canvas and starting a new project based on this elaboration. Afterwards, a base for successful project management is created to meet the tailored needs of this new project. However, other strategic management tools and processes can also be used. Furthermore, it is worth mentioning, that the conduction of the Value Canvas works best in conjunction with the Business Model Canvas, but it is not a necessity.
 
The following steps of the Value Canvas tool help to visualise, design and test how to create value through a new product for a company’s customers. Therefore, it is highly recommended to first identify the customer requirements through the introduced steps of the Value Canvas and starting a new project based on this elaboration. Afterwards, a base for successful project management is created to meet the tailored needs of this new project. However, other strategic management tools and processes can also be used. Furthermore, it is worth mentioning, that the conduction of the Value Canvas works best in conjunction with the Business Model Canvas, but it is not a necessity.

Revision as of 11:41, 3 March 2019

Developed by Sebastian Walther

Abstract

Everyday companies design products and services to make their customers’ lives easier. Due to the fast-moving world, technological progress and other aspects, most of nowadays markets are very competitive. On the one hand, this high competition provides a huge selection for customer to choose from, but on the other hand, companies need to figure out exactly what their customers want and need. The Value Proposition Canvas as part of the Business Model Canvas helps and supports companies to design the right products and services to meet their customer requirements. This approach was introduced for the first time by Alexander Osterwalder in the 2000s as part of his work on Business Model Ontology. [1] Similar to the Business Model Canvas, a given template guides the project manager or other employees aligned to the project through the two “maps”, namely the “customer profile” and the “value map”. The customer profile is divided into three sub sections – jobs, pains and gains. The second part is the value map, including the company’s products and services, pain relievers and gain creators. [2] In the following article the overall Value Canvas process is described with its roles, meetings and application. In addition, some helpful considerations regarding project management when using the Value Canvas in new projects are provided. Furthermore, the benefits as well as limitations of the Value Canvas methodology related to project management are discovered and critically analysed.

The Value Canvas Process

One of the main tasks of each company and hence, their project leaders, is to design and develop products and services to facilitate their customers’ lives. However, 72 percent of newly developed products fail. That means, customers do not care about 7 out of 10 products introduced to the market.[2]


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