Value Curve
Shows where you deliver more or less value than competitors and what to do with each attribute.
What you find on this screen
A portrait of the screen, read from the screen itself — it changes when the screen changes.
Available actions
Add
Form fields
Nota nossaNota de 0 a 10 do nosso nível de oferta no atributo de valor avaliado.
Nota do concorrente 1Nota de 0 a 10 do primeiro concorrente no mesmo atributo de valor.
Nota do concorrente 2Nota de 0 a 10 do segundo concorrente no mesmo atributo de valor.
Média dos concorrentesMédia das notas dos concorrentes no atributo, usada na barra comparativa.
É diferencialMarca se o atributo é tratado como diferencial competitivo da nossa oferta.
Ação (ERRC)Movimento sugerido para o atributo: eliminar, reduzir, elevar ou criar.
Start here
How to use it
List the attributes the customer values and give a score from 0 to 10 for your company and for 2 competitors. Mark the ones that are strategic differentiators.
Para que esta tela existe
Compares the company's offering level with competitors by attribute and suggests Eliminate/Reduce/Raise/Create/Keep (ERRC). — this is the role of the "Value Curve" screen within the platform.
How to
Notas 0–10 e a média dos concorrentes
Each attribute gets three scores from 0 to 10: yours (Us) and those of up to two competitors; the competitors' average is calculated and becomes the gray bar in the comparison, next to your blue bar. The score is saved when you leave the field — there is no save button per row. The "Differentiator?" checkbox marks the attributes you're betting on as differentiation, and that marking goes into the calculation of the suggested ERRC action in the last column.
Rules
ERRC
Based on the comparison, Tenka suggests: RAISE (a differentiator where you're behind), REDUCE (heavily invested in a common attribute), CREATE (nobody delivers it), ELIMINATE (low and not a differentiator) or KEEP.
Deleting an attribute removes the scores immediately
The red X at the end of the row deletes the attribute immediately, with its three scores and the differentiator marking — and the comparison recalculates without it. There is no trash on this screen: if the attribute was removed by mistake, you need to register it again and retype the scores. That's why it's worth finalizing the list of attributes before investing time scoring each one — changing the list at the end of the work costs rework on the scores.
Frequently asked questions
Where it fits in
The value curve complements the other formulation tools in the Strategy module (positioning, VRIO, 5 Forces): while positioning declares for whom and against whom, here you measure attribute by attribute where you stand above, equal to, or below competitors — and the ERRC action turns that reading into an offer decision: eliminate, reduce, raise or create. Use attributes that weigh in YOUR customer's buying decision; scoring an irrelevant attribute just pollutes the comparison.
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