The Market Value Map

Target Market Market Offering

What customer need does Customers Product
the company aim to fulfill? What are the key
Who are the customers with this need? features of the company’s product?

What other entities will Collaborators

work with the company Service
to fulfill the identified customer need? What are the key
features of the company’s service?
What are the company’s Company
resources that will enable
it to fulfill the identified customer need? Brand
What are the key
What other offerings aim Competitors features of the offering’s brand?
to fulfill the same need of
the same target customers?
Price
What are the sociocultural, Context What is the
technological, regulatory, economic, offering’s price?
and physical aspects of the environment?
Incentives
Value Proposition
What incentives
Customer Value
does the offering provide?
What value does
the offering create for target customers?
Communication
How will target
What value does Collaborator Value customers and collaborators become aware of
the offering create the company’s offering?
for the company’s collaborators?
Distribution
Company Value How will the offering
What value does
be delivered to target customers and
the offering create for the company?
collaborators?

© Alexander Chernev Strategy Tactics

The Customer Value Map
Target Customers Customer Offering
Customer needs Product
What customer need does What are the key features of the product
the company aim to fulfill? that the company offers to target
customers?
Customer profile Service
What are the key features of the service
Who are the customers with this need? that the company offers to target
customers?

Competition Brand
Key competitors What are the key aspects
of the offering’s brand?
What other offerings aim to
fulfill the same customer need? Price

Value proposition What is the offering’s price

for target customers?
What value do these offerings
create for target customers? Incentives
What incentives does the offering
Offering attributes provide to target customers?
What are the key aspects Communication
of the competitive offerings?
How will target customers become aware of
Customer Value the company’s offering?

Reason to choose Distribution

What value does the
offering create for target customers? Why would How will the offering be
customers choose this offering? delivered to target customers?

© Alexander Chernev
The Collaborator Value Map
Collaborators Collaborator Offering
Collaborator profile Product
Which entities would partner with the company to What are the key features of the product
create value for target customers? that the company offers to collaborators?

Collaborator goals Service

What goals do these collaborators pursue by What are the key features of the service
partnering with the company? that the company offers to
collaborators?

Competition Brand
Key competitors What are the key aspects
of the offering’s brand?
What other offerings aim to fulfill the same
collaborator goals? Price

Value proposition What is the offering’s

price for collaborators?
What value do these offerings
create for collaborators? Incentives

What incentives does the

Offering attributes offering provide to collaborators?
What are the key aspects Communication
of the competitive offerings?
How will the offering be communicated to
Collaborator Value collaborators?

Reason to choose Distribution

What value does the
offering create for collaborators? Why would How will the offering
collaborators choose this offering? be delivered to collaborators?

© Alexander Chernev
The Company Value Map
Company Company Offering
Company profile Product
What entity is managing the offering? What are the key features of the product
What are its key resources? that the company offers to its customers
and collaborators?
Company goals Service
What goal does the company What are the key features of the service
aim to fulfill with this offering? that the company offers
to its customers and collaborators?

Alternative Options Brand

Key alternatives What are the key aspects
of the offering’s brand?
What alternative options can
fulfill the same company goal? Price

Value proposition What is the offering’s price for its customers

and collaborators?
What value do these options
create for the company? Incentives

What incentives does the offering provide to its

Option attributes customers and collaborators?
What are the key aspects Communication
of the alternative options?
How will the offering be communicated to its
Company Value customers and collaborators?

Reason to choose Distribution

What value does the
offering create for the company? Why should the How will the offering be delivered to its
company choose this offering? customers and collaborators?

© Alexander Chernev
The Market Value Map
Target Market Market Offering
Customers Product

Collaborators
Service

Company

Brand

Competitors

Price
Context

Incentives
Value Proposition
Customer Value

Communication
Collaborator Value

Distribution
Company Value

© Alexander Chernev Strategy Tactics

The Customer Value Map
Target Customers Customer Offering
Customer needs Product

Customer profile Service

Competition Brand
Key competitors

Price

Value proposition

Incentives

Offering attributes

Communication

Customer Value
Reason to choose Distribution

© Alexander Chernev
The Collaborator Value Map
Collaborators Collaborator Offering
Collaborator profile Product

Collaborator goals Service

Competition Brand
Key competitors

Price

Value proposition

Incentives

Offering attributes

Communication

Collaborator Value
Reason to choose Distribution

© Alexander Chernev
The Company Value Map
Company Company Offering
Company profile Product

Company goals Service

Alternative Options Brand

Key alternatives

Price

Value proposition

Incentives

Option attributes

Communication

Company Value
Reason to choose Distribution

© Alexander Chernev