Example 2: CASE TEXT

Alisha from EFP copiers (EFP) has a meeting today with the office manager at the law firm Abercrombie and Wilson (A&W). A&W is a law firm with five full-time attorneys working from one office in the CBD. During her initial telephone conversation with Ryan, the office manager, he indicated that the firm was reasonably satisfied with their current copiers, but that he is always looking for ways to increase office productivity. Ryan mentioned that he is personally concerned that for what they are currently paying, the firm may not be currently getting the right copier features to help improve productivity. The law firm needs to make a lot of large legal-sized copies, be able to staple them and send clear, good quality copies of documents to clients and courts. The law firm uses a separate fax machine to send copies, but this is not always effective for clear copies. He also indicated that it is important that a copier be dependable, because the law firm makes many copies each day. When a copier does break down, Ryan said that the firm needs fast service to repair it.

Ryan has some familiarity with EFPs products, and he is eager to talk in more detail with Alisha. However, he made it clear that any decision to switch to EFP would require that Alisha also meet with the attorneys and his PA who make most use of the copier, and admin personnel to get their approval. If Alisha could convince Ryan that EFP could support an increase in productivity at the law firm, he would be glad to set up a meeting for Alisha with the attorneys, PA and admin personnel.

Having actively listened to what Ryan had to say, Alisha feels that she has a good understanding of the needs and pain points of the law firm. She has in mind an EFP product that is a multifunctional printer that consolidates the functionality of a printer, copier, scanner and email function into one machine. It is known for its reliability, comes with an auto-digital fault messaging app, is simple to use and automates stapling and emailing of copied or scanned documents. Alisha also knows from sales meetings with other firms that buyers do worry about this machine based on cost and the reliance on a single machine if there is a breakdown.

QUESTIONS Please answer all questions in this section.

QUESTION ONE Analyse the case evidence and complete the Customer Profile section of the Value Proposition Canvas. Write an email to Alisha explaining whether the EFP product can address the three elements of the Customer Profile and if so how