Se on Stanford Research Insitituutin kehittämä pitching- malli, jota käyttäen pystyt rakentamaan selkeän ja myyvän esityksien liikeideasta ja sen tuottamasta lisäarvosta.
Mitä kirjaimet tarkoittavat ?
N = Need, Tarve A= Approach, Ratkaisu B= Hyödyt B=Benefits, Kilpailu
All proposals and business plans must, at a minimum, answer these four questions: need, approach, benefits, and competition - the fundamentals that define a project's value proposition. The NABC approach described here helps us focus on answering these four questions. It is the first step in creating a more complete proposal or business plan.
The benefit of the NABC approach is that it creates a common format - a template - for gathering and sharing essential information. Since it includes the fundamental ingredients of a project's value proposition, it applies to all government, commercial and internal investment requests.
The NABC approach encourages a culture of brainstorming and continuous collaboration to create better solutions with less clientrisk. After a series of iterations, an evolving NABC provides the basis for a concise business summary, an "elevator pitch," which can be delivered to prospective clients, even at chance meetings.
An NABC is also a tool our clients can use to sell our solutions within their organizations. They must answer these questions, too.
The NABC Efficiently Answers Four Fundamental Questions
An NABC comprises the four fundamentals that define a project's value proposition:
- Need: What are our client's needs? A need should relate to an important and specific client or market opportunity, with market size and end customers clearly stated.
- Approach: What is our compelling solution to the specific client need? Draw it, simulate it or make a mockup to help convey your vision. As the approach develops through iterations, it becomes a full proposal or business plan, which can include market positioning, cost, staffing, partnering, deliverables, a timetable and intellectual property (IP) protection. If we are developing a product, it must also include product specifications, manufacturing, distribution and sales.
- Benefits: What are the client benefits of our approach? Each approach to a client's need results in unique client benefits, such as low cost, high performance or quick response. Success requires that the benefits be quantitative and substantially better - not just different. Why must we win?
- Competition/alternatives: Why are our benefits significantly better than the competition? Everyone has alternatives. We must be able to tell our client or partner why our solution represents the best value. To do this, we must clearly understand our competition and our client's alternatives
The elevator pitch is a good first test of a successful NABC. Can you sum up your value proposition to a client in the time it takes an elevator to travel a few floors and have that client ask you for a follow-up meeting? If not, iterate yet again!