30EE Assignment 2.1 on creativity
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B2B Strategy
Acting in business markets, deciding over marketing: approaching business partners, creating value propositions.
Situation
This part takes into consideration your hotel’s strategy. You have selected the strategy for your hotel, which gives the input for your decisions regarding your unique value propositions, their marketing channels and distribution channels.
Goal
Your hotel must have an USP (Unique Selling Proposition) and you must be able to pitch it.
Task, deliverable
The product/service of a company is nowadays generally referred to as Value Proposition (VP). The more unique it is, the more likely you will acquire a substantial market share of your customer segment. For your unique product or service, you most probably need some sort of investment. You might need to build something, outsource some services or hire people with special skills. We advise Value Proposition Canvas to summarize your VP. Build your VP on the paper, visualize it and fit it in your business model (Business Model Canvas could be used).
Assessed elements
The Pitch By the end of year 1 you will have to have made a video pitch of maximum 1 minute. The pitch must show your USP (aka VP), its ball-park budget numbers and it’s integration to the business model.
Further Instructions and Recommendations Use suitable literature or websites to analyse the background, set objectives, and plan the budget for bringing your value proposition to life. Give all sources. Write in a concrete and serious way as to show knowledge on the subject.
Handing in
Upload your work anywhere in the cloud (Dropbox e.g.: do not e-mail).
- Be sure that it is pubic
- Be sure anyone with a link can access it without any login (!)
- Copy the link (only the link, not the document or content) and put it in your Team File before the deadline. Tab Decisions, D47: 'Extra information for your coach'. Furthermore, all other relevant information for your coach is welcome in this cell as well!
Additional information
“Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers” by A. Osterwalder & Y. Peigneur “Value Proposition Design: How to Create Products and Services Customers Want” by A. Osterwalder & Y. Peigneur NB! This list is not an exhaustive list! Do find additional materials and concepts that add benefit to your approach!
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