PVM's Objectives and Benefits

PVM's Basic Principles

PVM's Five Phases

Using PVM with Your Development Process and Traditional Market Research










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PVMsm Phase 2 - Benchmarking

PVMsm Benchmarking has a two-fold purpose. First, objective scoring on each product interaction criteria highlights the opportunities for improvement and differentiation. Scores not only point out areas where the firm's existing product lags the competition, but also highlight areas where the entire industry performs poorly. Second, by noting the features which enable the best of class PVM score for each product interaction, the design team learns how those scores are currently achieved.

Phase 2 Actions and Deliverables
 Action  Deliverable
Competitive products and any existing produt concepts are objectively compared and scored on each of the product iteraction criteria.a 1. PVM Benchmarking Opportunity Scores
During benchmarking, the features enabling best of class interaction scores are noted. 2. Best of Class Feature List
The competitive products are plotted on a PVM Value Map of the marketplace, where a market measure (like share, price or margin) makes up one axis and the PVM benchmarking scores make up the other axis. To highlight differentiation opportunites, maps are created for various subgroups of criteria. 3. PVM Value Maps

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