# Know Your Playground ## Integrated Tools [**`From strategyzer.com`**](https://www.strategyzer.com/) ![All the three tools are integrated and work together to provide a comprehensive picture of your business.](https://3944842272-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MFEctDDTdl9ayVGHOhy%2F-MFHUkvesm3Gcam5Vuzl%2F-MFHVR_1uQ7hq9s9BIhp%2FStrategyzer%20Integrated%20Tools.png?alt=media\&token=74b6d2be-a9a4-41cc-9346-50383e888e27) ## 01. The Environment Map Use this map to understand the environment in which your firm is operating. You can control the business model, but not the environment; you have to work with it. ![The Environment Map from Strategyzer](https://3944842272-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MFEctDDTdl9ayVGHOhy%2F-MFHRD1gDMOkYK2VhaOV%2F-MFHSPCa9KE9dVZfYQwn%2FStrategyzer%20Environment%20Map.png?alt=media\&token=08f4e79e-1448-45e2-887a-4ddd87ade254) \[ Also refer to [competitive intelligence in enterprise marketing](https://playbook.marketingtrailhead.com/the-foundations/marketing-assessment#competitive-inteligence-in-enterprise-marketing) below ]. ## 02. The Business Model Canvas \[ Business stage: Revenue, Scale] Use this simple framework to easily understand your business - how your firm is creating value, delivering value and capturing value. {% file src="" %} The Business Model Canvas {% endfile %} ## 03. The Value Proposition Canvas \[ Business stage: Empathy, Stickiness] #### Use this tool to: * break **your value proposition** into products and services, pain points it solves and gains it creates for your customers. * break **your customers** into jobs they want to get done, pains they experience and concrete benefits they intend to seek. {% file src="" %} The Value Propostion Canvas {% endfile %} #### Videos on the above tools {% file src="" %} 1 page PDF with links to videos and files {% endfile %} ## 04. Market Navigator: a Tool to Identify Your Next Playground \[ Business stage: Scale] The **value proposition canvas** help creators on *how to* rapidly find product/market fit inside a market, and how to pivot when their hypotheses are incorrect. The **business model canvas** helps managers create value for the business. However, these tools don’t help managers figure out *where to start the search* for their new business. This article by noted entrepreneur Steve Blank introduces a complimentary tool called **'Market Navigator'** developed by [Prof. Marc Gruber](https://twitter.com/MarcBGruber) and [Dr. Sharon Tal](https://twitter.com/WhereToPlayCo) at [wheretoplay.co](https://wheretoplay.co/) to address this gap: {% embed url="" %} Find more about the **Market Navigator** here: {% embed url="" %} #### Read a case study How Flyability - a Swiss company building safe drones [used Market Navigator.](https://wheretoplay.co/flyability-safe-drones-for-inaccessible-places/) #### Download the main board and three worksheets: * **The Navigator's main board** to map out the 3-step process of identifying, evaluating and prioritising market opportunities for your business {% file src="" %} WS00: The Navigator's main board {% endfile %} * **Worksheet 1:** Generating your market opportunity set – The first step of the Navigator helps you to uncover different market opportunities stemming from your core abilities. {% file src="" %} WS01: Generating your market opportunity set {% endfile %} * **Worksheet 2:** Evaluating market opportunity attractiveness – The second step of the Navigator helps you to systematically assess the potential and the challenge of your opportunities, so you can better grasp their upsides and downsides, compare and prioritise them. {% file src="" %} ​WS02: Evaluating market opportunity attractiveness {% endfile %} * **Worksheet 3:** Designing your agile focus strategy – The third step of the Navigator helps you to clearly define your primary focus, and to design a smart portfolio of backup and growth options that you will keep open to ensure future adaptability. {% file src="" %} WS03: Designing your agile focus strategy {% endfile %} ## 05. Lean Analytics Map #### Business Stage > Objectives This is one of the most crucial concept that a marketer should understand. This map or mental model helps you know / remain aware of: 1. the **stage of the business** that you are marketing. 2. your **firm's business model** (overlaps with Business Model Canvas ). 3. the **metrics** that you should be tracking depending on combination of the above two. 4. and the fact that you **should not move ahead** to a stage unless you have proven yourself in the earlier one. | Stage | Objective | Metrics | | ---------- | ---------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Empathy | Fine (1) a problem worth solving and (2) a good solution to garner traction. | Problem is painful enough for many people to care who are already trying to solve it. \[ Also refer to Value Proposition Canvasꜛ ] | | Stickiness | Retention and Engagement | You have solved the problem in a way that keeps people coming back. MAU, DAU. Evaluating product features. | | Virality | Acquisition and growth | Along with Stickiness stage, this is where [Growth Marketing](https://playbook.marketingtrailhead.com/marketing-frameworks/growth-marketing) primarily comes in. Focus is on growth loops / 3 types of virality - inherent, artificial, word-of-mouth. Search of a 'lead indicator' predicting future growth. | | Revenue | Proving you can make money in a scalable, consistent, self-sustainable way. | Focus on CAC, LTV, magic number, break-even, monetising. | | Scale | Proving a market | Entry into new markets, larger customers, new partners. \[ also refer to Market Navigator toolꜛ ]. Channel relations, competitors, focus on efficiency or differentiation, multiple-levels of metrics. | #### Business stage + Type of business = Metrics to track ![Lean Analytics: business model - stage - metrics map.](https://3944842272-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MFEctDDTdl9ayVGHOhy%2F-MFh8kdq_FvQLjsMxZgU%2F-MFh96EKn8iWf8a0vCIF%2FLean-Analytics-Stages.png?alt=media\&token=728afaae-b2e3-42b5-a996-d57867350359) {% hint style="success" %} Invest in some online dashboard tools rather than sharing spreadsheets via emails as attachments. You know the drill! 😁 {% endhint %} ## Competitive Intelligence in Enterprise Marketing \[ more to come in this section on the methods used. ] Enterprise product marketing teams gather, analyse and interpret competitor data and have the resulting information ready to guide decisions. 1. A competitive analyst works with business development, sales, and product management to continually gather competitive intelligence. 2. Multiple sources such as public news, field sales reports, attendee’s notes from events, proprietary competitive information platforms are used to prepare a robust picture.