Rev.06/12
The following one-page diagram is of a fictitious company…It is only an
example.
•
Purpose
– A one-page diagram to illustrate why a company exists…its vision, who it serves, its
mission and its “framework” for creating value for its core customers
•
•
•
•
•
STRATEGY: The approach
WHAT: The value proposition
WHY: The “pain” or “passion” of the core customer that will be addressed
HOW: The competitive advantages that will be leveraged
Applications
– Internally
• This diagram can be used to ensure that everyone in a company (from the owner/CEO to the
lowest level employee) has an accurate, clear and consistent understanding of why they are in
business, who they serve and how value is created
– Externally
• This diagram provides a clear and concise picture of what the company is all about…its
marketplace…its approach to the business
• This is extremely valuable in sharing with potential investors/business partners, potential
employees, potential board members, current/potential customers and the media (i.e. in press
kits)
XYZ Medical Labs, Inc.
EXAMPLE
One-Page Approach To The Market
Our Core Customers*
• Hospitals
• Surgical Centers
• Physicians’ Offices
• Clinics
• Endoscopy Centers
*Patient is “end user”
Our Mission
Help physicians and patients make
fully-informed treatment decisions
with the best scientific/technical
expertise and customer service
By Executing
This Approach
(STRATEGY)
© Above C-Level, LLC
• XYZ Labs as the “one stop” for all pathology needs
• Assigned pathology specialists
• Direct pathology consultations (no middleman)
• Customized solutions and reporting
• All processing done on-site
• Regular turn around time: 24 – 48 hours
• Urgent turn around time: 6 – 12 hours
…And By
Offering This
Value
Proposition
(WHAT)
…To Address
These “Pains” Or
“Passions” Of
Our Core
Customers
(WHY)
Our Vision
To be a commercially-successful
specialty boutique medical lab,
consistently-delivering exceptional
performance and value to the
outpatient market
• Add OB/GYN market niche to our specialty portfolio
• Expand our service area throughout Georgia
• Open additional Lab/Customer Service facility in
Gwinnett County
• Continuously develop capabilities of Sales team and
Pathology Department
• Hire a CFO and implement profit-driven initiatives
• Reinvest in the business
…By
Leveraging
These
Competitive
Advantages
(HOW)
• Need for accessibility, responsiveness, accuracy
and reliability
• Desire for individual customization
• Requirement for simplified transactions for
physicians (and patients)
• Desire for single/direct point of contact
• Demand for outstanding value
• Board certified pathologists and CAP & CLIA accredited
facilities
• HIPPA-compliant, locally-based operations
• State-of-the-art facilities and proprietary technologies
• Reports sent directly to physicians and patients
• The only pathology lab with access to 100% of GA
insurance providers
• In-house courier/delivery fleet
XYZ Medical Labs, Inc.