Three key tasks preliminary to starting the project:

	Organize
	Finalize Steering Committee
	Determine and orient Core Team
	Initial identification of likely useful members of Project Resource Group
	Conduct initial data gathering and review
	Internal interviews, with Steering Committee and other key managers/experts
	Review of existing strategy, market analysis documentation
	Identification of additional likely best information sources
	Refine project plan
	Define boundaries of market space(s) to explore
	Sketch key Value Delivery Chains
	Initially determine rough sample for Video One; start contacting potential entities for interviews; review available information on these targets
	Document refined project plan

Timeframe: Two-to-three weeks, starting after initial project agreement

Analysis of a sample of entities in the relevant Value Delivery Chains :

	Rough articulation of current de facto value-delivery strategy
	What Value Proposition(s) does the business try to deliver today
	How well are these actually provided and communicated, vs. competition
	Early strategic issues thus identified
	Identify, contact, and arrange interview visits at a sample of entities
	Primary entities, with range of functional players within each
	Several other entities in the chain (depends on specific chain structure)
	With base of large customers, typically analyze 5-10 primary, 3-7 other
	With base of smaller customers, typically analyze 10-20 primary, 5-10 other entities
	Careful approach, adequate lead time (usually several weeks); use top-to-top contact as needed to secure serious participation
	Typical visit and interviews at larger customers
	1-3 days prior analysis of known info, situation
	Team meets prior to interviews
	Sales and purchasing should be moved from center stage; the exercise is not about selling; a multi-functional exploration for fresh insight
	1-3 days of on-site interviews, 5-10 per entity, typically with follow-up
	Each individual interview 1-3 hours depending on complexity
	Analysis of smaller customers possible with a single-day visit
	1-3 Core Team members, 1-2 DPVG typically participate
	After visit, team debriefs to synthesize analysis of entity
	This entity’s current rough Value Delivery System(s) as relevant
	Key scenes explored
	Critique of entity’s current VDS and key implications for our strategy
	Video Two: improved scenario for the entity, possibly profitable for us
	Initial thoughts on implied Value Proposition relevant to this entity from our business and others in the chain

Timeframe : ~ Six weeks

	Synthesize Phase One analysis into preliminary value delivery strategy
	Group and generalize Video One outputs into one or more primary Value Delivery Systems (VDSs) that may be winners in this space
	Document emerging primary and supporting VDSs in detail
	Identify key issues for cost and capability-gaps
	Assess key capability gaps becoming apparent
	Rank gaps by criticality and magnitude
	Define gap-closing outlines: e.g., product development investment, new assets, or individual skill building across significant numbers
	Conduct initial cost analysis on major elements of emerging VDSs
	Project Resource Group often becomes more active in this task
	Estimate cost for our business to close key capability gaps
	Estimate operating cost, during early and on-going implementation
	Assess potential competitors’ abilities to deliver competitive Value Propositions compared to emerging strategy
	Refine VDSs based on capability, cost and competitive analyses

Timeframe: ~ Four weeks

	Design implementation plan
	How to verify the recommended new strategy with quantitative analysis and research, and in-market testing
	Specific initiatives to close the key capability gaps
	Plans for most aggressive realistic roll-out
	Recommend and win approval of Steering Committee for new value delivery strategy and implementation plan
	Communicate results of project
	To appropriate elements in organization
	In appropriate form, to some entities in the relevant Value Delivery Chain, especially those where pilot activity is contemplated in implementation plan

Timeframe: ~ Two -Three weeks

	Steering Committee:
	Owns the project; has relevant line responsibility; can act on recommended strategy; commits to implement if strategy is approved
	General and senior functional Managers
	Phase Zero interviews (~2 hours), review of outputs, individual debriefs
	Initial Kick-Off meeting and about three Progress Reviews; 4-6 hrs each
	Core Team:
	With DPVG help, conducts project research and analysis and constructs recommended value delivery strategy and implementation plan
	3-6 high-potential managers with 1-2 committed team leaders; relevant experience and knowledge; strong credibility in organization
	35-70% time commitment
	Project Resource Group:
	Provide specialized, periodic support to Core Team
	Ensures more of the organization understands the project