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1. Opportunity
Opportunity phase consists of analysis that results in a marketplace segmentation scheme and prioritized investments - captured in a business plan. It provides the fundamental information necessary to frame, initiate, and drive a project that results in a successful business venture. It is based on a sound understanding of market conditions, customer and user requirements, and the competitive landscape. Customer and user requirements may be described in terms of price, value, channel delivery, packaging, applicability, ease of use, function, assurances (delivering on product claims), life cycle costs, social influences, standards, and sanctions. These aspects affect customers' competitive buying decisions and resulting market share. It is necessary to understand how customers and users rate the importance of each of these attributes. This importance, in conjunction with business goals, is used to prioritize tasks for the project. It also establishes a winning position in the marketplace. These metrics are used throughout the project as targets to be achieved at every phase.
opportunity | understanding | design |
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