• What’s the market context?
  

• Competitor proposition analysis
  
• Market share analysis
  
• Market history (incl. benchmarking to previous launches)
  
• PEST analysis
  
• Porters 5 Forces analysis
  

• What’s world class?
  

• Global trends, best practise and benchmarking analysis

• What do customers want & who wants what?

• Market research
  

  • Usage and attitudes
  • Demographics
  • Switching propensity
  • Proposition testing

• What do we require to deliver that?

• Capability assessment
  

  • Current, required and gap closing strategies

• How will we take that to market?

• Proposition construction and testing
  
• Campaign direction development
  
• Communication plan development
  
• Campaign evaluation criteria definition

• What’s the business opportunity?

• Financial modeling
  
• Scenario building
  
• Sensitivity analysis

• How will we know if we’re successful?

• KPI and MI definition

• How do we manage risk?

• Risk assesment
  
• Mitigation planning

• How will we organise to deliver?

• Organisational design
  
• Outsourcing
  
• Program setup
  

  • Planning (incl. go/no go decision points and criteria)
  • Program office set up
  • Project kick off

Subsequent work included

• Customer value analysis and enhancement strategies
  
• Acquisition
  
• Behavioral migration
  
• Cross sales
  
• Retention
  
• Brand positioning review
  
• Communications effectiveness review
  
• Product profitability analysis