Choice 2: Where we play - Considerations to assist in making - Where to play sub choices
"Don't judge each day by the harvest you reap but by the seeds
that you plant.
.”
Robert Louis Stevenson
Define your arena as you prefer
The where to play Industry choice is yours. You can define it in any number of ways,
at your discretion. Retain, your purpose, in the forefront of your choice making.
Your purpose is to define the field
- where to play - where your value proposition can be successful
or the most successful.
You can choose the industry and segments by product/service types and segments
as they make sense to you or alternatively you could choose an industry, or a
segment based upon the needs to be met.
Productive segment understanding and assessment
Using the Arena canvas to create an understanding of a segment within a geography and inform your - Where to play choice
The following table is a replica of the StrategyCAD™ Arena canvas. The Arena canvas assists in discovering attributes of and gaps in existing arenas to help define and play in fertile arenas.
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Industry segment |
Demand for the products / services in this industry*1 segment is Embryonic | Rapid Growth | Shakeout | Mature | Stagnant | Decline |
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Ecosystem players Identity the players, suppliers, partners, rivals in the segment ecosystem |
Segment rivals Likely worthy rivals in this segment |
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Rival learnings What are rivals doing well, that your business can learn from and may need to match or is already doing better |
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Segment promises What are the players in the industry promising |
Customer satisfaction drivers What is driving customers willingness to buy / pay in the segment Possibilities: Quality, performance, support, price, brand / trust |
Promises missing Is the segment missing a promise of value, if so, what might it be? |
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Capabilities What capabilities are necessary to succeed in this segment |
Types of products / What types of products / services is the segment offering? |
Channels utilized / underutilized Channels utilized or underutilized for awareness, promotion, sales, distribution, support |
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Resources Resources required to enable those capabilities intangible resources such as skills and physical resources |
Customer segments targeted How does the industry segment seem to partition its market Are there segments under-served / overserved |
Relationships utilized / underutilized Relationships under-utilized/ overutilized |
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Segment costs Costs of production, sales, distribution and support Ability of the business to manage these costs |
Revenue models How does the industry generate its’ revenue? Revenue models includes Advertising, subscription, transactional, leasing, financing, licensing and so forth. Are the revenue models matched to consumer needs? |
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Viability What needs to be true for the business to succeed in this segment |
Segment fit Based upon the capabilities and resources in the business how likely is it the business can succeed in this segment? |
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Decision |
Record decision on this segment here |
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Replica of StrategyCAD Arena canvas to define an Arena
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