EXECUTIVE SUMMARY

The project partner Kreatize, which is a Berlin based cloud-manufacturing startup, wanted to double-check if their target audience perceives their customer value proposition as intended. Hence, the project goal was to outline Kreatize´s customer value proposition, which forms the basis on which Kreatize communicates with its stakeholders.

Goal

The main goal of the project was to determine requirements of current and potential customers in the German manufacturing industry concerning cloud-manufacturing and procurement processes. The sub-objectives of the project included: determining how these requirements match with the current value proposition of Kreatize, determining the customer needs, and analyzing the macro-environment and competitors in the industry.

Methodology

To reach the project goals, secondary sources posed as the starting point for the project research, providing first insights into the project, market and firm environment. A PESTEL analysis was performed to investigate the political, legal, social, economic, and environmental factors. Further, an analysis of the competitor landscape offered insights into competing business models as well as into trends emerging in the industry. Additionally, interviews with potential and existing customers of Kreatize were conducted in order to collect information about procurement processes and their existing pains and gains.

Results

Based on the research, the team developed a customer value proposition that is tailored to the derived specific customer needs and takes the competitors’ position into account. The new value proposition was compared to the existing one and possible refinements for Kreatize were derived. Additionally, possible offer extensions were defined that would allow Kreatize to satisfy even more customer needs and therefore become more relevant. Lastly, customer pains and concerns about cloud-manufacturing that Kreatize is not able to relieve with its current business model were discussed.

Cooperation Partner

• Kreatize
  Dessauer Str. 28-29
  10963 Berlin
  Deutschland
  kreatize.com

Contact Person

• Linus Grabher - linus.grabher@kreatize.com

Student Team

• Bauer, Maximilian

• Hofmann, Nino

• Kurz, Chiara

• Litschka, Emma

• Schinkovits, Felix

Project Manager

• Mag. Benjamin Monsorno, MA

• Dr. Jakob Pohlisch