Have a stunning weekend. Today is a wonderful day to release our methodology to design and build a customer value proposition (CVP) for the maritime industry.

Global Maritime Legacy Project Review.
During the last 6 weeks, we have been studying and learning about the maritime industry, its most important aspects, contexts, variables, and mechanisms of interrelation. We started with the historical sea episode number 13, a journey of 13 phases of sea trade. A pilgrimage that began with the Mesopotamian Babylon, during the Akkadian Empire (2350 BCE), and from there, through the centuries we have arrived in China (as of the 2010 decade). The history of the maritime industry was the kicking-off session for this case.
Episode 14, was about the most basic knowledge about the maritime shipping industry. In this chapter, we discussed the philosophical idea behind the TEU to GDP multiplier, and we also showed you the maritime routes, the global merchant fleet segmentation, composition, and the main nations involved in this industry. Episode 15 of this example was fully dedicated to understanding the bulk business (dry and liquid). We discussed the philosophical meaning of bulk and its connection to the planet’s demand for energy (energy to fuel people, energy to fuel machines and manufacturing, energy to ignite power plants, energy for construction and infrastructure, and energy to support all our activities). Bulk shipping exists because there is a disparity between those nations that produce those sources of energy, and the nations that lack those sources. We also show you who are the main tanker owners and operators of today. We described the history of the bulk tankers because in short (maybe 25 years from now) it is possible that human beings won´t need petroleum (oil) to sustain their societies, we expect to function with ecological green sources of energy by then.
Our Episode 16 was about ship markets and shipping cycles. Here we discussed the new shipbuilding market, the S&P Market, the Ship Freight Market, and the Ship Recycling/demolition market. Next, landing into the shipping cycles, we brought you to understand the supply and demand factors, connecting both through the freight rates. We also discovered the 6 cycles of innovation that occurred from 1750 to 2023, and we linked them, by overlapping them with the historic development of the global economy, the historic contribution to wealth creation, the long shipping cycles, the historic cost of freight rate, and the evolution of more than 250 years of GDP growth.
Episode 17 was about the cost structure of the global maritime industry. We carried you step by step, analyzing the revenues, the Operating Costs, the Voyage Costs, the Periodic Maintenance Costs, the Cargo Handling Costs, and the Financing costs. We finally disclosed what are shipping stakeholders looking ahead, and why are these economic players so important in the transformation of energy supply sources worldwide.

Today is the turn to study how to design the construction of the CVPs for this legacy project. This is a case of several customer segments (called multiple CVPs) who have different “jobs to be done” inside the Global Maritime Merchant industry, and because of that many of them can´t create synergies among their separated CVPs. The separation of the CVPs is irrefutable and essential, at least at this stage of our analysis. We need to separate the CVPs to avoid conflicts of interest or potential disagreements, but later we will integrate them with a certain degree of autonomy, but tied in between by a subtle driver: all these players are bundled into GDP growth.

For the time being, we are required to study each of these players individually. Nothing is worse than to try to integrate different stakeholders of an industry, without understanding their own needs and wants. This case will require a minimum of 35 CVPs. We invite you to discover who are each of these customer profiles in the following set of slides. Feel free to download, print, and use the template for your weekend homework. The document has 48 slides. Don´t forget to visit the bibliography. Each of the URL links provided is complementary to your understanding of the case.

Your homework is to choose one of the 35 customer profiles. Then, try to find the optimal value map that will unfold the technological-integral solution. By acknowledging the needs and wants (customer pains and customer gains) of your client profile, you will discover different/similar solutions for the Vision 2050 project. Slide number 9 has the purpose guideline of the entrepreneur´s project. Your CVP will describe the most feasible solution according to your selected customer profile.

Every single schism of our world is linked to the way we use the sea”
Eleonora Escalante Strategy.

Problem solving for this case. Our solution for this case is shown below. We have elevated the petition of the entrepreneurs to a new level. You will find a complete different product/service (with all its adjacency projects). To perform this exercise we were compelled to do 35 CVPs previously to this set of slides. I only show the final result. This is the solution for CVP 1.0. Global Maritime Legacy Project. All our commentaries and strategic reflections about it will be effectuated for each of the examples when we arrive to Episodes 23 and 24, before the end of this saga.

Announcement.
The complexity of this case is tied to many factors that we need to consider before making our CVP. This is the sixth and last consecutive publication about the global maritime industry legacy project for merchant ships. It is not an easy task. But we are trying to simplify and connect the dots of all the previous episodes, to consider an integral solution. When we build CVPs for legacy projects of this behemoth impact, our role as corporate strategists is to take our time and understand all the possible edges that are crucial for our solution. It was a mistake from my side to have not scheduled 7 weeks for this case, and I beg your pardon for it. Your homework was to try to do one CVP, by choosing one customer profile. Today we have posted our multiple-fit solution. See you next Friday 28th of June for a new case: Example number 6: A financial Sector Initiative product.

Musical Section.
This saga is about improvement, amelioration, upgrading, and the advancement required in the theory and practice of value propositions. Example number 5 has taken us 6 publications, but I hope you can make it. Value propositions are the first step in our business modeling frameworks. If the value proposition is improper, then our business model is mistaken.

Aujourd´hui we have decided to share a vintage CD from 1991. A flute concert collection from the Italian composers Tomaso Albinoni, Pietro Nardini, and Giuseppe Tartini. Interpreted by The L’Aquila Soloists (I Solisti Aquilani), Marzio Conti, and Vittorio Antonellini.

Thank you for reading http://www.eleonoraescalantestrategy.com. Blessings see you on our next episode.

Sources of reference and Bibliography utilized today. All are written in slides 45-47. Next Monday we will wrap this case. Thank you.

Disclaimer: Eleonora Escalante paints Illustrations in Watercolor. Other types of illustrations or videos (which are not mine) are used for educational purposes ONLY. All are used as Illustrative and non-commercial images. Utilized only informatively for the public good. Nevertheless, most of this blog’s pictures, images, or videos are not mine. I do not own any of the lovely photos or images unless otherwise stated.