Creation of a value proposition for SMEs based on Strategy, Process and Change Management : customer profile and product definition.

Abstract

Peter Piccard, Stéphane Yansenne, Master in Management option MBA. “Creation of a value proposition for SMEs based on Strategy, Process and Change Management: Customer profile and product definition.” The purpose of this study is to check the validity of our basic hypothesis: “is it possible to create a value proposition based on three different fields of knowledge: strategy, business process management and change management that can create value for SMEs”. This is done by taken into consideration two blocks of the Business Model Canvas, the Customer Profile and the Value Proposition and looking for the FIT between them. The Customer profile was drafted in accordance to the results of several interviews conducted by two different methods, the journalist approach and the qualitative research approach. The Value Proposition was designed, using techniques of all 3 concerning fields of knowledge, during a “Go Live” experiment in an existing company that served as our testing environment. The FIT was investigated by taken into consideration the correlation between the Customer Profile and the Value Proposition. On the basis of the results of our experiment, it can be concluded that the level of FIT between the Customer Profile and the Value Proposition is high enough for our basic hypothesis to be considered as confirmed.