Select one of the project ideas you submitted and expand on the idea information outlined in the earlier assignment using the attached format to provide an initial executive summary for your program. Program Initial Executive Summary AssignmentProgram Initial Executive Summary An Executive Summary is ideally a one- or two-page overview of your program, which presents a concise and convincing argument for the success of your program concept. More than just a simple explanation of your idea, the Executive Summary is the hook that must grab and hold the attention of your readers. If the people reading your business case do not like what they see in the Executive Summary, they rarely read any further, and your beautifully crafted case, based upon your brilliant concept, will be tossed onto the already sky-high pile of rejects. Don’t fall into the trap of using jargon, the technical and sometimes short-hand language of a specific field that can create a separation between the group that uses it and everyone else. Doctors may call symptoms by their Greek names, such as presbyopia when speaking with each other, but by their plain English names (“nearsightedness”) when talking to patients. This initial Executive Summary will be re-written and improved after you have written the body of the Business Case. Program Initial Executive Summary Assignment Select one of the project ideas you submitted and expand on the idea information outlined in the earlier assignment to provide an initial executive summary for your program. That idea information is: Offering – What specifically are you offering (innovation, commodity, product or service)? This may be a clinical program (e.g., HIV/AIDS prevention, TB treatment, etc.), a program that positively influences health (e.g., smoking cessation, healthy eating, etc.), a specific device or software, an education program, or any program that impacts the health of a specific population. Program Initial Executive Summary Assignment The way in which it does so is at the same time distinctive, measurable, and sustainable. Customer – Who are you offering it to? Who IS and who IS NOT your customer – i.e. “everyone” is not your customer – state exactly who your customer is. Think and talk of the customer as an individual human being who does real things and needs your offering to do them better. Among the customers, you have articulated the user/beneficiary and the buyer/decision maker, if they are different people. The customers are reachable, by you, in sufficient numbers. Is the need growing or stable? How large is the population at risk and what is the incidence rate? The opportunity is significant: you have a plan to reach customers in time in sufficient numbers to make the venture sustainable and, as appropriate, scalable. Value Proposition – Why does that person care? The associated offering improves the customer’s well-being by solving a big problem or creating a significant opportunity for them. Describe the problem or opportunity that the program is intended to address. The more thoroughly and accurately the need for the program is described, the better. Describe what the program is expected to accomplish in terms of outputs and impact. Consider both short-term and long-term results. The associated offering improves the customer’s well-being by solving a big problem or creating a significant opportunity for them. The way in which it does so is at the same time distinctive, measurable, and sustainable. You have succinctly stated the value proposition in a way that people can easily understand and support – I get it and they get it. Substitutes or Alternatives – What substitute or alternatives are currently being offered to provide that value to customers? Substitutes are offerings in different forms that have the same functionality, e.g. coffee, coca-cola, and energy drinks are all substitute offerings for someone seeking “a boost” when tired. They include direct competition. Alternatives are offerings with different functions that serve the same purpose, e.g. taking a nap is an alternative to the offerings mentioned above. Program Initial Executive Summary Assignment There are very few substitutes and alternatives, OR your value proposition is unique among them in its potential to improve the customer’s well-being. People – Who is the team that will be required? Who are the people needed to start this initiative? What relevant experience do they bring to the table? Are there specific skills or knowledge required or these can be gained in a timely fashion? Program Initial Executive Summary Assignment Do additional contributors or partners have incentive to contribute fully (vs. do it on their own). Program Initial Executive Summary Assignment How are individuals on the team inspired and how does the venture fit with the values, vision, mission, and strategic goals of the team and/or organization. Distinctive Competencies – What distinctive competencies do you/your team provide? Is a capability you or your organization possesses that is hard for others to imitate Is different from (or at least very rare among) the capabilities of substitute or alternative offerings. Is easily recognized by / visible to the customer as being superior to other available offerings in the ability to improve his or her well-being. Distinctive competencies are the most desirable. Core competencies are next – they are central to the value creation process but not as distinctive among substitutes and alternatives. And common competencies provide little advantage because everyone’s got them. Truly distinctive competencies contribute to your capability to add value, and are at the same time: valuable and visible to the customer rare among solution providers superior to those of competitors costly for others to imitate Other critical details. Mention only any defining details that would matter to the person that will ultimately read the summary. Remember, some readers will only look at the executive summary of your business case. Program Initial Executive Summary Assignment
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