The customer scenario is the foundational document. Getting this right is critical. It will take some time and effort to get it right.
Clarity and completeness are essential.
The bidding and agreements that create the value web derive directly from the customer scenario.
Several of BoundaryLess' canvases are meant to help you write this document.
The customer scenario (story) must answer these questions:
existential (setting)
* **What is the intended product(s) and/or service(s)?** * **Who are the intended customers?** * **What is the current market situation? Availability, cost, quality.** > * [ ] No such product or service is available in the intended market. > * [ ] Current offerings are too expensive for intended customers. > * [ ] Current offerings are of too low quality or availability. * **Can we significantly outperform (cost, quality, profit) the current market offerings--for the intended customers? How will we do that?**
participation (characters)
> Who are the Necessary Creative People (ENTREPRENEURIAL)
* **Why will others choose to participate in producing this good/service?** * Who will make or provide the product/service?
production (action, plot)
> What is the Necessary Collaborative Web (ECOSYSTEMIC)
* How will it be made? * What all will be needed to produce or deliver the service? * Who all will be needed in order to do this?
technology (props)
> What are the Necessary Tools for Agreement Management (ENABLING)
* How will all this activity be integrated and coordinated? What helps and what hinders integration and coordination?
finance (staging)
* How will we afford to make this product/service? * How much will we need to charge the customers? * How much will our customers be willing/able to pay? * How much will we need to pay to produce the product/service? * Will our profit be greater than the current market profit for this good/service? * How much capital is required to get to profitable status? * How much capital is required to outperform the market? * Where will the needed capital come from?
governance & ownership (authorship)
* How will decisions be made? * How will performance be measured? * How will performance be rewarded? * Who will own the enterprise?