Each stakeholder experiences the problem differently and may care about different aspects of your offerings, such as cost, safety features, effort to implement, etc. You must uniquely understand and develop value proposition for each stakeholder category in your target market.
Stakeholder Mapping
There will likely be a number of stakeholders who experience the problem you are attempting to solve in different ways and may care about different aspects of how a solution provides value. You need to understand the different stakeholders that will impact your opportunity for success. These include, but are not limited to:
End User | Decision Maker | Economic Buyer | Recommender | Influencer | Saboteur | Gatekeeper…
and they need to be factored into your market research and customer (stakeholder) discovery as well. You need to think about and ask yourself:
- Who are all the people affected by this problem?
- How does each stakeholder experience the problem?
- Which of the stakeholders are potential paying customers, end users, saboteurs, decision makers, recommenders, influencers, or gatekeepers?
As you conduct your customer (stakeholder) discovery you will want be able to articulate:
- What value we need to deliver to them
- Who are the key stakeholders
- How they experience the problem
- What influence they have