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Marketing Canvas - Market and Economic Value

Economic value can be described as a measure of the benefit from a good or service to an economic agent. It is typically measured in units of currency. Another interpretation is that economic value represents the maximum amount of money an agent is willing and able to pay for a good or service.

Questions you should ask with the Marketing Canvas

Questions you should ask with the Marketing Canvas

Marketing canvas is an easy yet powerful tool you can use for assessing your Marketing Strategy. It works for small and very large companies. It can be used by novices or experts. A list of key questions to be asked can be found in this article. Enjoy!

Why you need a bold question for your Marketing Strategy?

What is the best way to start defining the marketing strategy of your company, business or activity? My proposal is to start with a bold strategic question! Why?

Marketers, You Should Unlock The Next Decade

As CMOs gain more power in the boardroom — and over technology spend — it will be critical that they understand the factors that drive success.

Marketing Canvas - Job To Be Done

Marketing Canvas - Job To Be Done

Job To Be Done is the first concept you should explore in the Marketing Canvas. It is under the Customer category. It helps you to understand if you really know the people that are buying/using or might buy/use your products and services.

How To Define Your Commercial Plan for Your Startup with Marketing Canvas?

When you work on your commercial strategy for your startup, you can facilitate this conversation with using the Marketing Canvas (more on the canvas here). Please find below 10 steps you should follow:

  1. What is your goal? Big Idea? Define a question that will clarify your projected future like How can we achieve 1M€ after one year of operation? How can we generate 5% growth next year? How can we differentiate our brand in a digital world where predictive technologies driven by AI will become a standard?

  2. What is the problem you are trying to solve? Clarify the job to be done for your customers.

  3. Who is our buyer and user? Define your persona.

  4. If not you who else? Define the category where you are playing and what are the alternatives for your buyer.

  5. How do you want to be remembered? What people will say about you? Your BRAND

  6. What is your answer to the problem your buyer has? What is your value proposition? Do you have USP, ESP, Clear Pricing and Proofs?

  7. What experience people will have with you? Will it generate sales and engagement? JOURNEY

  8. How do you discuss with your buyer? Do you have conversations? Do you listen? Do you have content, stories, influencers? Which media do you use?

  9. Does it make any financial sense? What is your Marketing Budget and Revenue?

  10. If you don't think it all works, iterate one more time

Use the canvas and answer to these questions using all dimension while asking the same question:

Will my .... help me to achieve my goal?

RED: Not at all; GREEN: Definitely

Visualise your Commercial Strategy on Marketing Canvas

Visualise your Commercial Strategy on Marketing Canvas

RED dimension must be reviewed or mitigated because that are not helping you to achieve your goal.

Interested in the Marketing Canvas, you can find more information here

What are the Benefits of Simplicity in Marketing?

What are the Benefits of Simplicity in Marketing?

Do you think Simplicity is important for your Marketing? Is it a compulsory process for being successful with your Marketing? Why some Brands are capable to be extremely simple while others are complex, sometimes leading to confusion or frustration? Let's investigate.