PR.7 Develop a value chain pitch

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OVERVIEW

The aim of this activity is to build a pitch which succinctly summarizes the business benefits of eco-innovation for companies in your target market and the value chain that they are part of.

INPUT

• Sustainability hotspots, from the activity PR.4 Identify sustainability hotspots across the value chain.

• General opportunities and threats, from the activity PR.5 Identify the general opportunities and threats across the value chain.

• Value chain vision, from the activity PR.6 Develop a value chain vision.

OUTPUT

A value chain pitch document that summarizes the business case for eco-innovation tailored to your target market, used in the activity PR.8 Plan and implement engagement activities.

TEMPLATE

HOW TO GO ABOUT IT

1.

Define the type of organisation a particular message is for (the ’target market’) and who specifically within the organisation the message is intended for (the ’target audience’) before detailing the actual key messages.

2.

Define what the key messages should be for your target market and audience by reviewing the sustainability hotspots and significant threats and opportunities and then describing how eco- innovation can help to address and the threats and make the most of the opportunities.

3.

Repeat this process for each of the different types of target market and target audience that you want to communicate with.

Tips & Tricks

FOCUS ON SHORT TERM

When considering the significant threats and opportunities, it may be beneficial to focus on the issues that will have an impact within two years, as these issues are more likely to catch the attention of a CEO.

STRIVE FOR LONG TERM ALIGNMENT

You can also review the value chain vision you de ned previously as the key messages should be aligned with this long term vision.

GET INSPIRATION FOR BENEFITS

The UN Environment report on the ‘Business Case for Eco-innovation’ can provide some ideas for the types of benefits that companies might obtain through eco-innovation.

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