4.1 The Buyer Utility Map
NOTE: Many companies fail to deliver exceptional value because they are personally
obsessed by the novelty of their products or services, especially if new technology is part of it.
Unless technology makes the client’s’ life more productive, dramatically simpler, more
convenient, less risky, or more fun and fashionable, without messing up the environment, it
will not attract the masses. Complete the 36 blocks of the table.
A company/strategy canvas must pass the test of being focused, being divergent, and having
a compelling tagline. Then expressly assess where and how the new services or products will
change the lives of buyers. The Buyer Utility Map assists in looking at the issues.
1.
Purchase
2.
Delivery
3.
Use
4.
Supplements
5.
Maintenance
6.
Disposal
Client
productivity
Simplicity
Convenience
Risk
Fun and
image
Environmental
friendliness
The Buyer Experience Cycle – please adapt to your circumstances
Purchase
How long
does it take
to find the
product or
service?
Is the place
of purchase
attractive and
accessible?
How secure
is the
transaction
environment?
How rapidly
can you
make a
purchase?
Delivery
How long
does it take
to get the
product or
service
delivered?
Use
Does the
product or
service require
training or
expert
assistance?
Does the
product or
service deliver
far more power
or options than
needed by the
average user?
Is it overloaded
with bells and
whistles?
Supplements
Do you need
other
products and
services to
make this
product
work?
If so, how
costly are
these?
Maintenance
Does the
product or
service need
external
maintenance?
Disposal
Does use of the
product create
waste items?
How easy is it
to maintain
and upgrade
the product?
How easy is it
to dispose of
the product?
How much
time do they
take?
How costly is
the
maintenance?
How much
pain do they
cause?
How easy are
they to
obtain?