Using the Value Chain Canvas you can analyze the production, logistics, marketing and sales processes of your company, your customers or your industry. It helps you for example to identify new customers, products or data suppliers or to structure your processes and optimize them.
The Value Chain Canvas is an analysis tool which allows for example to optimize your business model or to discover new customers and potential new products. Using the canvas you identify the relevant stakeholders which contribute in a certain industry, segment or process to the creation of value:
The Value Chain canvas supports you in:
For more information, see Data Strategy Design.
The Value Chain canvas is divided into the following areas and fields:
First decide what you would like to achieve with the Value Chain canvas. Accordingly you design, based on the canvas, the value chain of your own company or your customers respectively of your industry in general:
Start by either filling the canvas coming from the customer and final products side (right-hand side) or coming from the producers and base products (left-hand side). Work your way along the value chain to the left or to the right afterwards. Think first which are the necessary activities and then which organizational unit is taking care of each.
After having completely drawn the value chain (upper green area), turn to the suppliers and intermediaries (lower blue and yellow area). Identify which services the organizational units require for fulfilling the activities and who is supplying these. Decide in each case if the one who is supplying the service is providing it autonomously i.e. it’s a supplier or if it’s an intermediary arranging it.
As soon as all fields are filled, check if the value chain is complete or if you might have missed important steps. Depending on your objective you can analyze the value chain according to the following questions and plan it again from scratch respectively:
In contrast, if you have modelled the value chain of your customers respectively your industry ask yourself the following questions:
Afterwards you can use the result to rework or complete your Business Model / Case canvas. In case you have identified new customer segments while working in the Value Chain canvas, use the Analytics Use Case canvas, to understand your customers’ needs and to design corresponding analytical offers.
Here you can find further documentation:
Data Thinker-Group (LinkedIn)
You can find an intriduction to the value chain’s concept in Wikipedia: Value Chain.
Get to know our Data Strategy Design Method in our practical seminars:
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