1. Market Context Definition
& Offering Hypotheses
Understand the macro factors which will define the offering. This can be executed through secondary research, past utility experiences, industry knowledge, interviews with key stakeholders, & current environment. What’s going on in the market today?
2. Offering Hypothesis
3. Pulling it all
Constructed as a result of the market context. Who should the Utility target? How should the offering evolve over time? What might an offering look like?
What are customers willing to pay? Are the targets defined the right ones? Did our original assumptions hold true?
What new people, processes, & technology / tools are required to implement this program?
What is the 20-year financial outlay based on pricing models, customer acquisition estimates, and new costs incurred to support the program?
Product-centric Framework Overview