Strategic Canvas

STRATEGIC CANVAS

Because “the soul never thinks without an image.”

In 14 slides, we will cover• EXAMPLES of Strategic Canvas• QUALITIES of effective strategy• STEPS for visualizing strategy

EXAMPLES

Southwest airlines

Yellow tail wine

EFS Money Transfer

EXAMPLES QUALITIES STEPS




Discoveries: Customers hated wasting time with Account Execs. Ph calls were being made to confirm – Payment made?

Changes: Payment tracking, Acc Execs only for AAA account, computerisation

Competitor Clearskies’ tagline: One Click e-Z FX.Final tagline: The Federal Express of corporate foreign exchange: easy, reliable, fast, and trackable.

3 QUALITIES FOR EFFECTIVE STRATEGY


1. Focus

2. Divergence

3. Compelling Tagline

1. FOCUS

Focus on a few areas

Example:

Subway: fresh, healthy

+ price

+ many locations

from among• Taste• Health• Many locations• Variety• Price• Ambience• Drive-ins


Old Spice: Manly

from among• Long-lasting• Price• Energetic • Sporty• Anti-

bacterial


2. DIVERGENCE

Don’t keep up with competition. Be different from it.

Eg: Dove with its ‘real beauty’ voice.

THINK:

How would you diverge if selling laptops?


3. COMPELLING TAGLINE

Good and definite strategy lends itself to a clear tagline.

VISA: It’s everywhere you want to be.

Volvo: For life.

Las Vegas: What happens here, stays here.

Fox News Fair and balanced.

THINK: How is the USF tagline? “Change the world from here”


4 STEPS FOR VISUALIZING STRATEGY

EXAMPLES STEPSQUALITIES

EXAMPLES STEPSQUALITIES

Visual Awakening

Draw your current strategy “as is”. Consider all factors.

Visual Exploration

Go into the field. Ask. Observe.Discover adoption hurdles, what others are offering, what to change.

Visual Strategy Fair

Draw “to be” strategy. Invite all solutions. Modify as per feedback from customers, lost customers, to be customers.

Visual Communication

Show before-after strategy.New strategy should be narrowed down to achievable points of focus.

THE END

Business

Strategic Canvas