Page 38 - MICROHUB Handbook - ENGLISH

Also important that you assess if such providers of
alternative products have the same or different role

than yours in the value chain. Meaning, are they
actual manufacturers or just distributors? Or what

other role do they play in the value chain - along the
sequence of phases from the design, to supply of

materials, manufacturing, sale and delivery of a

product to customers. This is important to be clear,
as if they have the same role like you

they would indeed be direct competitors,
but if their role is different, they could

become your collaborators. You could for
example help distributors to expand their

product range, and they could help you by selling
your products. This could allow you to focus on your

craft, doing your products, and contracting the
selling entirely to someone else. Otherwise, it would

give you an additional selling channel, especially
relevant towards target customers that you could

not easily reach by yourself.

When performing your industry analysis, it is also key that
you understand and map out who are the other main players

in the value chain, being those contributing to creating and delivering
to the final customers the value embodied in your products. For

example, suppliers of the key materials and consumables that you
would need to manufacture your product, or of services connected to

promoting, selling and delivering your product to your target customers.
You need to establish who they are, how many and how strong they are,

which of them are most reachable and you could collaborate with. For

example, common contacts, same or complementary geographic
locations, similar values, etc.

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