In the second episode of the Agile Experts webinar series, learn about a fundamental approach to sustainable profitability: Customer Benefit Analysis (CBA), a key component of the Profit Stream Canvas.
Miro and Applied Frameworks hosts, joined by Tyler Simons, Head of Customer Success from Fullcast, explored Customer Benefit Analysis using Fullcast as a case study. Over the course of the session, Tyler and Jason discussed how conducting a Customer Benefit Analysis improved revenue opportunities and highlighted key pricing and discounting initiatives that immediately impacted profitability.
Customer Benefit Analysis is a robust framework and process designed to answer two key questions that drive revenue:
It captures the answers to these questions in a unified economic model based on tangible and intangible benefits. The analysis's results drive pricing, positioning, and packaging choices. The information also drives product backlog prioritization decisions and provides business and product leaders with essential skills as they seek to increase revenue and improve profitability.
A: The system described in the webinar is lightweight systems modeling to identify any relationships between identified benefits. The system we described resembles impact mapping since the cards could be interpreted to identify actors and impacts based on the specific customer segment's overall goals. Our focus is on the dimension and magnitude of benefits or impacts to align the software-enabled solution's solution, pricing, and licensing.
A: The next best alternative does not impact benefit analysis. However, competitors and alternative solutions will definitely impact solution development, price strategy, price structure, and price specifics, such as price level for each segment.
Miss the first session? Check out the recording for Start from Zero with Feature Mining.