Using the Stakeholder Analysis Canvas you can identify which people or roles in a company are relevant for an important decision: for example for issuing an order or the approval of a project. The analysis tool helps to differentiate between users, buyers and decision-makers.
The Stakeholder Analysis Canvas is a visual analysis tool and complements the Business Model and the Value Proposition Canvas. It helps you to answer the question of who is the user, the buyer, or the decision-maker with regard to a value proposition (a product, service, or project). It empowers you to shape your value proposition accordingly. Doing so the canvas differentiates between the following roles:
If you want to sell a product or service to a commercial customer or a consumer group (e.g. a family), or in case you want to receive the (internal) approval for a project, you most often need to deal with several people in different roles who have a stake in the decision regarding the purchase respectively the approval. The Stakeholder Analysis canvas helps you find out:
For more information, see Data Strategy Design.
First, begin with the most important people of interest and find out who is taking over which role in the decision-making process:
In doing so, one person or position within a company can take over more than one role simultaneously and one role can also be shared by more than just one person. Place a note for each person or position in the respective field.
Besides the decision-makers who are directly affected, there is another group of people who can have a positive or negative influence on the decision. This might be because of objective or subjective reasons.
After you have identified all relevant people respectively positions you might want to prioritize them. Ask yourself:
Finally, think about how you can convince the respective people of your undertaking. Use the Analytics Use Case canvas to find out which are the people’s objectives and which are their pain points.
Here you find further documentation:
Data Thinker Group (LinkedIn)
The Stakeholder Analysis Canvas is inspired by the reading of the “Business Model Generation” book.
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