Scanning helps to understand the context of your

preferred future where you want to go.

Coee%or%Tea??%

"We%will%con1nue%to%accelerate%the%new%store%
buildup%and%so%go%from%750%stores%today%to%over%
1,500%by%2015%%STARBUCKS%GLOBAL%

Coee%or%Tea??%

03#November#2009##
#

Nearly%400%jobs%are%to%go%at%Twinings%as%Britain%falls%out%of%love%with%posh%tea.%%
The%tea%producer,%which%has%been%marketed%by%Stephen%Fry,%said%it%is%closing%its%
Newcastle%teaFpacking%factory%with%the%loss%of%260%jobs%and%130%are%going%at%its%
Andover%plant%in%Hampshire.%ProducNon%is%moving%to%Poland%and%China.##
LONDON#EVENING#STANDARD#
#

Goin&Bananas&

COMPANY

COMPETITION

CUSTOMERS

5Cs
PLANNING

CONTEXT

COLLABORATORS
&
COMPLEMENTERS

INTERNAL

EXTERNALMICRO
(competition)

5Cs
PLANNING

EXTERNALMACRO
(context)

EXTERNALMICRO
(customers)

EXTERNAL-MICRO
(collaborators)

1. who are your

customers?

4. buying cycle

customers

3. consumer
behaviour

2. needs analyses

now
now BUT
1. who are your
customers?

before
never
how they are segmented now?
how ELSE they can be segmented?

novice triers
alternative users
non users ever since
Economizers

new users

new solution seekers

new
usage

extended users more usage

lapsed users
lost users

occasional users
Selective users

identifying UNSERVED, UNDERSERVED MARKETS

*do this per cut

M. SIZE

CAPACITY TO
ACCESS

seg A

very good

seg B

not so good

sec C

not so good

sec D

very good

*for resulting TM
you

PPV1

PPV2

PPV3

PPV4

2. what are their

needs?

what are their FUNCTIONAL needs

WHEN HIRING YOUR PRODUCT?
what are their EMOTIONAL/ SYMBOLIC needs?
what are their SOCIAL needs?
what are the PAINS & GAINS/ BIGGEST
HEADACHES associated with trying to meet
their needs?

h"p://www.businessmodelgenera5on.com7

3. consumer
behaviour

UAI$$

Distribu0on,$product$extension,$packaging$
opportunity/$pricing$level/$indirect$&$direct$
compe00on,$placement$standard$

Adver0sing$eec0veness,$gaps$between$share$
of$mind$&$share$of$market$

Brand$awareness$

Brands$aware$of$
Adver0sing$awareness$
Sources$of$awareness$
$

Usage$behavior$

Product$category$use$(or$why$not$used,$
never,$or$why$not$anymore)$
Size,$variants$$mix$
Usage$frequency$
Who$uses$
Who$else$uses$
When$product$is$used$
Product$usage$
Brands$tried$
Brands$last$used,$previous$to$last,$used$
most$oEen$
Brand/s$used$presently$

Market$size?$Poten0al$size?$How$to$aJract$others?$
Direc0on$for$marke0ng$communica0on,$new$use/$user/$
new$usage/$more$users$opportunity,$extension$
opportunity,$brand/s$trial$&$loyalty$incidence,$est$market$
share$

Purchase$Behavior$

Where$last$purchased$
Where$most$oEen$purchased$
Frequency$of$purchase$
Size$mix$of$purchase$
Quan0ty$last$purchased$
Price$paid$
Alterna0ve$in$mind$during$last$purchase$
Brand$availability$
What$else$bought$with$brand$

Product$Experience$

Product$aJribute$desired$
Likes$about$exis0ng$brands$
Dislikes$about$exis0ng$brands$
Ra0ng$of$compe0ng$brands$on$
aJributes$target$market$
SocioOdemographics$data$
Media$habits$

Needs/$wants?,$Gaps$in$market?,$Posi0oning$
leads,$new$product$opportunity$$

4. buying cycle

PROBLEM
IDENTIFICATION

when, where, how does

it happen
where buying info is
INFO SEARCH
sought
EVALUATION OF
PPVs in evaluating
ALTERNATIVES
options
who, when, how, where
PURCHASE DECISION
decision is made usually
POST-PURCHASE

how it is managed

LOGIC OF INDUSTRY

COMPETITION
LEVEL

rules of the game

industry KSFs

COMPETITION

INDUSTRY
STRUCTURE
economic structure

*SEE PORTERS 5 FORCES

OF COMPETITION

usual finance configuration

prevailing technology
entry/ exit barriers

MAJOR PLAYERS

industry policies

those who offer similar products/ solutions?

strategies, business models, tactics?

POLITICAL/ LEGAL

TECHNOLOGICAL

SOCIAL/CULTURAL

CONTEXT

ECONOMIC

ENVIRONMENTAL