1. ValueNomics THE MRI SCAN

2. VALUE PROPOSITION CUSTOMER VALUES SCAN MRI

3. ValueNomics Valuenomics is about trade from a sectoral or national perspective. While “Valuemathics” focuses on the primary actors in the value system -the firms-, Valuenomics’ focus is on the other stakeholders : the enablers, drivers and factors

4. ValueNomics Valuenomics is a new concept on trade development and –promotion. It is designed for business support organizations and governmental institutions. Focus is on understanding and enhancing “competitiveness”. Valuenomics consists of three elements: 1.A stakeholder mapping tool 2.A competitiveness scan 3.A sector strategy model

5. MRI SCAN The MRI SCAN is Valuenomics’ new, powerful tool to measure a sector’s competitivenss on global markets. Hence, it is a main building block for sector strategies. Valuenomics is a new concept on trade development and promotion, designed for business support organizations and governmental institutions. Like Valuemathics, its focus is on the value proposition, but this time on mesoeconomic level –the sector. VALUE PROPOSITION CUSTOMER VALUES

6. Let us take an example of three coffee sectors..... HONDURAS UGANDAVIETNAM

7. Now let’s take three potential market segments for these sectors... NORWAY SOUTH AFRICAJAPAN

8. REGULATORY LOCAL MINISTRY OF KNOWLEDGE MINISTRY OF INDUSTRY MINISTRY OF FINANCE MINISTRY OF ECONOMICS CENTRAL MINISTRY OF PLANNING GOVERNMENTS BODIES, AGENCIES BANK AGRICULTURE INSTITUTES PORTS CUSTOMS INSTITUTE TRADE SUPPORT DONORS INT. AGENCIES RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSO’s SECTORAL BSO’s FUNCIONAL BSO’s/ NGO’s KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS PRODUCERS MANUFACTURERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS TRADERS EXPORTERS BUYERS WHOLESALE DISTRIBUTORS RETAILERS MINISTRY OF TOURISM MINISTRY OF TRADE ENABLERS DRIVERS ACTORS IMPORTERS PRODUCERS MANUFACTURERS PROCESSORS PACKERS RECRUITMENT SERVICES The first step is to identify the stakeholders that have an impact on the competitiveness of these coffee sectors....... Each of these stakeholders have a role in the system that makes up for the value proposition of the coffee sectors

9. ENABLERS DRIVERS ACTORS DEVELOPMENT MARKETINGPRODUCTION MINDS MONEY MAN POWER METHODS MATERIALS REPORTS REPRESENTATION READINESS RANGE ROBUSTNESS INCENTIVES INFRASTRUCTURE INITIATIVE INSTITUTIONS INSTRUCTION MINDS MONEY MAN POWER METHODS MATERIALS MINDS MONEY MAN POWER METHODS MATERIALS REPORTS REPRESENTATION READINESS RANGE ROBUSTNESS INCENTIVES INFRASTRUCTURE INITIATIVE INSTITUTIONS INSTRUCTION REPORTS REPRESENTATION READINESS RANGE ROBUSTNESS INCENTIVES INFRASTRUCTURE INITIATIVE INSTITUTIONS INSTRUCTION Y X On the vertical axis, we list the stakeholders of the sector ……. On the horizontal axis, we list the three main value adding domains….. On each crossroad we assess the competitiveness of the sector on 5 criteria

10. M 5 analysis Analysis of the ACTORS We assess ACTOR’s peformance in the

11. Analysis of the ENABLERS R 5 analysis We assess the performance of ENABLERS in the

12. Analysis of the DRIVERS I 5 analysis We assess the performance of DRIVERS in the

13. REGULATORY LOCAL MINISTRY OF KNOWLEDGE MINISTRY OF INDUSTRY MINISTRY OF FINANCE MINISTRY OF ECONOMICS CENTRAL MINISTRY OF PLANNING GOVERNMENTS BODIES, AGENCIES BANK AGRICULTURE INSTITUTES PORTS CUSTOMS INSTITUTE TRADE SUPPORT DONORS INT. AGENCIES RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSO’s SECTORAL BSO’s FUNCIONAL BSO’s/ NGO’s KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS MANUFACTURERS PRODUCERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS EXPORTERS MINISTRY OF TOURISM MINISTRY OF TRADE ENABLERS DRIVERS ACTORS RECRUITMENT SERVICES The three analyses of ACTORS ENABLERS DRIVERS make up for the........ SCAN MRI

15. Second step is to invite representatives... from companies - THE ACTORS... from BSO’s - THE ENABLERS... and government - THE DRIVERS for a strategic conference

16. All participants fill in the MRI – scorecard........ INDIVIDUALLY

17. In each column, scores from 10 (best) to 1 (worst) are filled in.

18. Scores are then processed into one consolidated sheet...... discussed and agreed upon

19. The competitiveness score of the coffee sector is calculated through the following formula C= x y z 3 2 in which C = competitiveness x = average score of ACTORS y = average score of ENABLERS z = average score of DRIVERS

20. But more important than the total score... are the scores on each of the elements... since they precisely indicate what the value proposition of the sector is (the high scores)... and lead to immediate actions on the biggest challenges of the sector (the low scores)

22. What are the advantages of the MRI Scan versus a traditional value chain analysis ? Consensus amongst all stakeholders Clear identification of action holders Clear definition of the value proposition Actionable analysis of challenges Solid input for sector strategies SCAN MRI