Summary: When evaluating your business idea, consider whether you can do jobs other industries do as well – services that people need in order to best enjoy and utilise your offering.
This is about adding complementary offerings or services in order to create superior value. In others words, helping people do supplementary jobs with your solution. These are solutions to Value Pains – things you can do that free up compromises traditionally associated with the solutions you seek to improve.
For example, one of the main Value Pains for people going to the cinemas is babysitting; if you were in the cinema business you could look at the effect of the cost of getting a babysitter killing demand and could invest in staffed crèche facilities on certain nights.
The same, (sound proofed concept!), could even work at a restaurant if the children were easily able to be seen from each table.
Changing functional/emotional bias to create unique superior value
Do the majority of competitors solutions focus on functional or emotional aspects, where Opportunity Scores show segments can also be better served by doing the opposite of the rest so add emotional value to functional, and add functional value to the emotional?
One example is Cemex – domestic cement producer in Mexico who entered all buyers into a weekly draw – the winner gets their extension built for them! QB is a Japanese hair dressers. The usual session in Japan takes 1 hour, there is lots of pampering, massing, coffee etc QB knew some people had no time for this tradition and cut this out, concentrated on the functional and got the time of a hair cut to 20 mins – halved the price and still earned more profit per hairdresser and venue than traditional hairdressers.
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