Geospatial 2.0 is a fast expanding part of the geospatial industry. It is a natural progression, driven by advances in technology. Specifically advances in our ability to collect location-based data. That includes satellite data/imagery, IoT, 3D LiDAR data, mobile sensors (eg. smartphones) etc. It also includes the data collected by social media platforms such as Twitter. We are in the midst of a location data revolution. Data which has potentially enormous value. But data which is large in volume, impossible to process by humans (note, Geospatial 1.0 remains human-centric). Artificial intelligence (AI) is now being used for that task.
Those aggregating big (location) data and using AI to process that data to help answer questions …. are all members of the Geospatial 2.0 community
In 2020 we published a list of to Top 100 Geospatial 2.0 companies. As we discovered, this was the tip of the iceberg. An incredible array of Geospatial 2.0 companies have emerged over the last few years. New solutions, targeting new verticals and a new audience characterize those in this 2.0 community.
We spent much time in 2020 both in conversation, and working with Geospatial 2.0 companies. Both big and small. What we learned was fascinating.
Most companies have the technology largely understood. But a clear business path remains challenging.
That is many did not have the pieces in place to build a solid, profitable business. WhyofThere was set up to help fill that gap. Building on our deep knowledge of the geospatial industry, we have constructed a step-by-step process we call The Geospatial 2.0 Roadmap. It is based around answering 5 questions. In this article we will discuss the first of these questions:
Problem … Solution
As this articles title asks: If we asked you to define your Geospatial 2.0 value proposition .. COULD YOU?
Too often when we ask this question, the answer is either a no or a maybe. That is a problem.
Your value proposition is foundational. Whether that be your value as a company or any product or service you offer. Your value proposition is often a single statement. A statement which answers the basic question: What problem are we solving? It is often in a specific format:
We help (X) do (Y) by doing (Z)
Our work with customers starts here; helping you to define your value proposition. Prepare for some important, potentially time-consuming work. There are two key elements which make up your value proposition: Your WHY (belief or purpose) and your HOW (uniqueness).
Let’s use WhyofThere to help illustrate.
WHY – We help Geospatial 2.0 companies grow by engaging in the right conversations with the right audience.
HOW – We have built a 5-step process called The Geospatial 2.0 Roadmap which provides a sales and marketing success framework.
VALUE PROPOSITION – We help Geospatial 2.0 companies drive revenues by engaging in the right conversations with the right audience using our 5-step Geospatial 2.0 framework.
It took us many months to come up with the above set of statements. As mentioned earlier in the article, much of that time was spent in conversation with those companies in the Geospatial 2.0 space. We wanted to understand a major pain point, and to create and validate a solution. Sales and marketing are only successful if they are sharing the right content (verbal or written) with the right audience. We realised many in the 2.0 space are struggling in this area.
Your why statement is your belief or purpose, this should resonate with your potential customers. A shared why. Your how statement really narrows down on your proposed solution, and how that solution is unique.
The value proposition statement is a combination of the why and how statements.
A poor understanding of a value proposition, is like a house without a foundation. Everything is built from this solid base.
In our next article we will discuss the second key question in our Geospatial 2.0 Roadmap: Who should we be talking to?