Page 5 - INNO4CHANGE_WP3_M7_Self-study session_EN

Content roadmaps in action

We return to the story of Irina. After evaluating the market, she has concluded that if she

successfully implements her business model and reaches most of the livestock market in the

region, it could be a sustainable, socially valuable and responsible economic initiative. But to

achieve this, it needs a plan. This plan allows Irina to go through the customer journey with

her clients, going from being a perfect stranger to them to becoming a partner provider of

veterinary services at the lowest possible price.

As we have already seen, the economic sustainability of her initiative also involves

intervening in some activities that are not directly related to a veterinary service, such as the

intermediation and personalisation of the feed and fodder to be purchased by her customers

in the region.

The first thing Irina will do is to investigate whether her potential customers will receive her

service idea well, identifying their initial mental positions on which to build her proposal, as

well as the barriers to overcome to achieve their final acceptance.