1. Market Context Definition
& Offering Hypotheses
MARKET CONTEXT
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
Validation
3. Pulling it all
Together
HYPOTHESIZED OFFERING(S)
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?
HYPOTHESIZED OFFERING(S)
CUSTOMER
INTERVIEWS
SURVEYS
INTERNAL STAKEHOLDERS
OTHER
UTILITIES
VALIDATED OFFERING(S)
What are customers willing to pay? Are the targets defined the right ones? Did our original assumptions hold true?
HYPOTHESIZED OFFERING(S)
VALIDATED OFFERING(S)
BUSINESS IMPACTS
What new people, processes, & technology / tools are required to implement this program?
FINANCIAL MODELS
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