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DESTEP analysis
• Is a useful tool for understanding the “big picture” of the environment in which you are operating
• By understanding your environment, you can take advantage of the opportunities and minimize the threats.
• This provides the context within which more detailed planning can take place to take full advantage of the opportunities that present themselves.
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E
S
The factors in DESTEP analysis
DE
T
P
lD– Demographicsl Currentsituationandtrendsindemographics
lE- Environmentall Local,nationalandglobalenvironmental issues
lS- Sociologicall Thewaysinwhichchangesinsocietyaffecttheproject
lT- Technologicall Hownewandemerging technologyaffectsour
organization
lE- Economicl Thelocal,nationalandworldeconomicimpact
lP– Politicall Thecurrentandpotentialinfluences frompolitical
pressures L-Legal
Relevantlocal/n
ational/g
loballegislation
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• Demographics:– Groups (e.g. age, gender, race, family size etc.)– Typical behavioral patterns– Personas
• Economic:– Stage of a business cycle – Current and projected economic growth, inflation and interest rates – Unemployment and supply of labor– Labor costs – Levels of disposable income and income distribution – Impact of globalization – Likely impact of technological or other changes on the economy – Likely changes in the economic environment
DESTEPL
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DESTEPLl Sociological:
l Cultural aspects, health consciousness, population growth rate, age distribution, l Organizational culture, attitudes to work, management style, staff attitudesl Education, occupations, earning capacity, living standards l Ethical issues, diversity, immigration/emigration, ethnic/religious factorsl Media views, law changes affecting social factors, trends, advertisements, publicity
l Technological:l Maturity of technology, competing technological developments, research funding,
technology legislation, new discoveriesl Information technology, internet, global and local communications l Technology access, licensing, patents, potential innovation, replacement
technology/solutions, inventions, research, intellectual property issues, advances in manufacturing
l Transportation, energy uses/sources/fuels, associated/dependent technologies, rates of obsolescence, waste removal/recycling
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DESTEPL
l Environmental:l Ecologicall environmental issues, environmental regulationsl customer values, market values, stakeholder/ investor valuesl management style, staff attitudes, organizational culture, staff engagement
l Political:l Government type and stability l Freedom of the press, rule of law and levels of bureaucracy and corruption l Regulation and de-regulation trends l Social and employment legislation l Tax policy, and trade and tariff controls l Environmental and consumer-protection legislation l Likely changes in the political environment
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DESTEPLl Legal:
l current home market legislation, future legislationl European/international legislationl regulatory bodies and processesl environmental regulations, employment law, consumer protectionl industry-specific regulations, competitive regulations
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• The main problem with these external DESTEPL factors is that they are continuously changing
• Therefore DESTEPL analysis should include a thorough analysis of what is affecting the organization or a project Now, and what is likely to affect it in the Future
• The result of a DESTEPL analysis is usually a list of positive and negative factors that are likely to affect a project – However, by themselves, theses factors they mean very little – It is important to bear in mind, that DESTEP analysis requires careful
Application of results
Issues of concern
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• Other forms of PEST - PESTLE, PESTLIED, STEEPLE and SLEPT:Some people prefer to use different flavors of PEST analysis, using other factors for different situations. The variants are:
• PESTLE/PESTEL: Political, Economic, Sociological, Technological, Legal, Environmental;
• PESTLIED: Political, Economic, Social, Technological, Legal, International, Environmental, Demographic;
• STEEPLE: Social/Demographic, Technological, Economic, Environmental, Political, Legal, Ethical; and
• SLEPT: Social, Legal, Economic, Political, Technological
Similar analysis
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Bonus slides over innovation, hype en change
Strategische Planning
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Why do they…
Behavior
Motivation
PermissionAbilityPoiesz 1999
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Why do they…
Poiesz 1999
• What strategic incentives does (s)he have?
• How can I present my solution so that it matches his/her incentives (and underlying needs)?
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Lean Product Development
TheSearchforaMinimalViableProduct
Scalingandexecutionofthebusiness
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Market sizing assignment
• Pick a product/service• Estimate the total
market for that product/service
• Estimate the attainable market for your company
http://productmanagementtips.com/2012/04/21/market-sizing-quick-and-dirty-techniques/
Total market
Market for your company’s product/service
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Strategy canvas: ClothingPr
ice
Cus
tom
izat
ion
Pres
tige
Varie
ty
of d
esig
ns
Dur
abili
ty
Onl
ine
sale
s
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http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf
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Business Modeling Week 1
Business model canvas:
Skype
The business model canvas is used as a technique to analyze the core aspects of a business in a strategic way, whereby it creates, delivers and captures value. The model consists of a systematic
analysis of key points such as key resources, revenue streams etc. The business model canvas below demonstrates this approach for Skype.