Canvassco has put together ideas and business frameworks showing how to assess growth options for your business.

 It adds up to an effective but simple assessment using five factors - market potential, market share, strength of value propositions, customer loyalty and potential of untapped market - to determine a “get, keep, grow and Innovation" strategy. 

 We give you a snapshot of powerful frameworks, "the market-fit test", created by the author of Business Model Generation and "the value proposition assessment", to build, test and analyse business ideas and concepts as part of the innovation process.

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How To Assess Growth Options
For Your Business
do it yourself guide !!!

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In our day-to-day
work with clients …
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... we see a pattern
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Today ...
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... the business world is evolving
faster than ever before
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Emerging & Frontier Markets
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The ASEAN Economic Community
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Regional Free Trade Agreements
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Competition creates Opportunity!
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Australia China US EU 27 Japan
THAILAND IMPORTS from selected trading partners
Source MINISTRY OF COMMERCE, THAILAND
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Customers are looking for innovative solutions ...
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... but they’re still cost-conscious!
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It’s not easy
to keep growing ...
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... even if you have
successfully done this in the past
201220112010200920082007
Annual sales
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You know ‘Innovation’ is the key …
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… but you’re fully engaged
with day-to-day operations ...
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... and office politics
Boss
Your sales
budget is 3x
over last year.
Period.
Big Boss
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So how can you innovate,
and re-energize your business ...
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... with limited time and resources?
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We will show you ...
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... a simple strategic framework ...
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... to help you assess growth options
Change is what
we need!
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But first you need to collect
certain information
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5factors
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1. market penetration
Customers who purchase products
within the category (#) /
Total population (#)
%
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2. untapped market Potential
Demand that existing products or
brands do not yet meet
?
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3. your market share
Your sales revenue /
Total market size
%
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4. Customer loyalty
• Customer retention
• Repeat business
• Referrals from customers
I love you
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5. Strength of Value Propositions
It’s the reason why customers turn to
your company rather than competitors
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Don’t worry
if you can’t put numbers on
these five things
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We just need a high-level assessment ...
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High or low?
Market
Penetration Market Share
Strength of
Value
Propositions
Customer
Loyalty
Untapped
Market
Potential
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A quick consultation
with your sales team
will get the work done
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So now let’s put it all together ...
Market
penetration
Market Share
CustomerLoyalty
Untapped
Market
Potential
Strengthof ValuePropositions
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… in a simple strategic flowchart
Start
High
Low
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GROW
Strategy
Market
Penetration
Market
Share
Customer
Loyalty
KEEP
Strategy
GET
Strategy
Untapped
Market
Potential
Strength of Value
Proposition
INNOVATION
Strategy

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GROW Strategy
High
Low
Encourage
current
customers to
spend more
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GROW
Strategy
Market
Penetration
Market
Share
Customer
Loyalty
KEEP
Strategy
GET
Strategy
Untapped
Market
Potential
Strength of Value
Proposition
INNOVATION
Strategy

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KEEP Strategy
High
Low
Retain current
customers
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GROW
Strategy
Market
Penetration
Market
Share
Customer
Loyalty
KEEP
Strategy
GET
Strategy
Strength of Value
Proposition
Untapped
Market
Potential
INNOVATION
Strategy

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GET Strategy
High
Low
Acquire new
customers
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GROW
Strategy
Market
Penetration
Market
Share
Customer
Loyalty
KEEP
Strategy
GET
Strategy
Strength of Value
Proposition
Untapped
Market
Potential
INNOVATION
Strategy

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INNOVATION Strategy
High
Low
Create new
value
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GROW
Strategy
Market
Penetration
Market
Share
Customer
Loyalty
KEEP
Strategy
GET
Strategy
Strength of Value
Proposition
Untapped
Market
Potential
INNOVATION
Strategy

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So now let’s take a look at
the four strategies in detail
GROW
Strategy
KEEP
Strategy
GET
Strategy
1 2 3
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INNOVATION
Strategy
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GET CUSTOMERS
Awareness, interest,
consideration and
purchase strategies1
Market
Penetration
Market
share
Strength of
Value Proposition
GET
Strategy
High
Low
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Here, your new market has high potential ...
2014 2015 2016 2017 2018 2019
Estimated Market Size and Growth
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… but you still have a low market share
Less
than 5%
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Your value propositions are strong
...and
I like it
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I bought the
products...

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GET Customer Strategy
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Awareness
Consideration
Purchase
Typical Activities
Branding & Advertising
Content Creation
Traffic Generation
Engagement
Lead Generation
Purchase Decision
Conversion
Think about...
Message &
Media Channels
Why we are
better than
competitors?
Contract, Pricing &
Negotiation
So you can accelerate your business through
a sales & marketing funnel ...

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... by using various media channels
Website
Owned Media Paid Media
“Channel in
control” “pay to use
the channel”
Earned Media
“customers
become the
channel”
Media Agency
Wow! Buzz
viral
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Website

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Keep customers
Interact and retain
strategies
2
Market
Penetration
Market
Share
Customer
Loyalty
KEEP
Strategy
High
Low
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Here, your market has reached maturity …
Developed
Intro
Growth
Maturity
Decline
Time
Sales
Product Life Cycle
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… and you are the key player in the market
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But you are losing customers !
EXIT
ENTRANCE
What?
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So you can create after sales support programs
to retain customers
Loyalty Program Customer Lock-In/
Customer Surveys Customer Check-in Calls
CLUB
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GROW customer budgets
New revenue strategy
3 Market
Penetration
Market
share
Customer
Loyalty
GROW
Strategy
High
Low
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Here, you are already the market leader …
Yeah...
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… with a strong customer base
Thank
you
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But new customers are hard to find
Users Non-Users
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You can only grow if existing customers
increase their spend
Cross-Selling
Program
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Up-Selling
Program
Next-Selling
Program Unbundling
+
Purchase
contract
2013 -
2017
Buy Now,
20% off

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Strength of
Value Proposition
INNOVATION STRATEGY
Create new value to
target customers
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INNOVATION
Strategy
High
Low
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Here, you may have a product
but it is not what customer wants or needs
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??

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Or, you are losing competitiveness ...
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Or, you just want to keep your advantage
to stay ahead of the game
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Whatever it is ...
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... you need a new growth engine
oh...
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Here are some growth options
for you to think about
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Option 1 : A new product in a new market
Google Glass
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Option 2 : An existing product in a new market
Let’s go
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Option 3 : Re-segment your market &
go ‘blue ocean’
Now Everyone Can Fly AIRBUS
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Option 4: Cannibalize your own business model
Adobe Creative Cloud
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Once you have found
your new growth engine ...
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... and you have a strong value proposition ...
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... you can execute your growth strategy
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You can start by ...
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Source: www.businessmodelgeneration.com
Expected
Gains
Pain
Points
Customer
jobs
Gain creators
Pain relievers
Product &
Services
... applying a Market Fit Test
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This framework helps you build stuff
that customers really want
in a more systematic way
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Source: http://businessmodelalchemist.com

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Start by thinking what your
target customers are trying to get done
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Customer
jobs
Source: http://businessmodelalchemist.com

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What are your customer pain points?
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Pain
Points
Customer
jobs
Source: http://businessmodelalchemist.com

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What are the benefits your customer expects,
desires or would be pleasantly surprised by?
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Expected
Gains
Pain
Points
Customer
jobs
Source: http://businessmodelalchemist.com

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Ask yourself which products and services you
offer that help your customer get the job done
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Expected
Gains
Pain
Points
Customer
jobs
Product &
Services
Source: http://businessmodelalchemist.com

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How do your products or services
relieve customer pain?
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Expected
Gains
Pain
Points
Customer
jobs
Pain relievers
Product &
Services
Source: http://businessmodelalchemist.com

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Finally, think of how your products or services
create customer gain
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Expected
Gains
Pain
Points
Customer
jobs
Gain creators
Pain relievers
Product &
Services
Source: http://businessmodelalchemist.com

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Once a breakthrough idea has been
identified …
We’ve
found it!!!
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... build product mock-ups or service concepts ...
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Product!Features
Important
features
only!!!

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... and test the concept
by talking to your customers
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You can apply the
Value Proposition Assessment
framework
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The goal is to build, test and analyze
product, sales and marketing concepts ...
Build
TestAnalyze
baselineConcepts/Ideas
with customersGo/No-Go
Measure
no-go
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... before you start burning cash with
sales and marketing activities !!!
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Once you’ve found the right concept, you can
accelerate your sales by using the GET strategy
Build
Testanalyze
baselineConcepts/Ideas
with customersGo/No-go
Measure & Analyze
No-Go
validated concepts/ideas
Customer Development
“Get Strategy”
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The ideas presented here are not new ...
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... or revolutionary ...
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... or even particularly surprising
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But they are undervalued in almost
every company we know !!!
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You know it well and can do it yourself
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Doing as much as possible
in-house makes sense ...
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... so why do you need canvassco?
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Shortage of staff
1 We work as an extension
to your team
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Fresh perspective
2We go out of the building
on fact-finding missions
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Business concept
practitioners
3We use a systematic approach
and tested methodology
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We are different from a typical
consulting or market research firm
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We make market research affordable
We focus on things that matter to your business
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We focus on a “less is more” philosophy
Our standardized report format covers all the
key issues you need to know
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we are ‘transparent’
We state our deliverables, our price
and our methodology upfront.
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And one last thing...
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we focus on delivering concrete results
to accelerate growth and achieve
sustainable success for our clients !!!
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www.canvassco.com
contact us
Email | contact@canvassco.com
Phone | +662 627 3081
Address | Canvassco (Thailand)
Mahatun Plaza, 14th Floor
888/143, Ploenchit Road,
Bangkok 10330, Thailand
102© Canvassco 2013.