Value Map
Stage 4 · Implementation
Value Map
A Value Map plots perceived performance against price for you and your competitors. It shows whether your price matches the value customers see, and lets you model what happens when you or a competitor changes price.
Questions it answers
1Is our price in line with the value customers see?
2Where are competitors positioned?
3How will a competitor respond to our move?
How it works
The steps teams follow in our programs and projects.
Step 1
Use performance scores
From the competitive assessment.
Step 2
Add prices
Actual transaction prices where possible.
Step 3
Plot the map
Find the fair-value line.
Step 4
Model moves
Price changes and competitor responses.
What you get
The output
A chart of performance against price, with each competitor and your price position.
Where AI helps
Where judgment decides
Gathers competitor prices and plots scenarios.
Chooses the price position and holds it with customers.
From our client work
How clients apply it
Paraphrased and anonymized from recent programs and engagements.
Application 1
A crop nutrition launch team reconfirmed its value proposition, then did a final price check with Value Maps.
Application 2
Growth plans use Value Maps with competitor profiles to war-game how competitors will react to success.
Point of view
Seen in the market
All points of view →Recent Market Edge points of view that apply this tool.
Agriculture · September 2026
What does record farm debt mean for agricultural input suppliers?
US net farm income is down about 16% from its 2022 peak while farm sector debt has reached a record, so growers are optimizing return per acre and cutting input costs.
Read →Volatile markets · April 2026
Why do purchase criteria shift in volatile markets?
In volatile, uncertain markets, supply assurance and lead time can quickly become the criteria that decide a purchase, and share and price move with them.
Read →Value and differentiation · April 2026
Which purchase criteria actually drive B2B buying decisions?
Most technical performance criteria in B2B applications are table stakes: every credible supplier meets them.
Read →Linked tools
The output of one tool becomes the input to the next.
Builds on
Where it's used
Academy program
Pricing
See dates →Expertise
Pricing & Value
Explore →Problem it solves
No common process
Read more →Problem it solves
Price increases damage relationships
Read more →Problem it solves
Prices drift to cost-plus
Read more →Problem it solves
New products launch underpriced
Read more →Situation
Pricing a new product launch
How we help →Situation
Moving from commodity to specialty
How we help →Questions about Value Map
What does it mean to be above the line?
Your price is high for the value customers perceive. Expect share loss unless you improve perception or performance.
Can we use list prices?
Transaction prices are better, because discounts often change the picture.
Other tools in stage 4: Value Map · Price Change Analysis · Transactional pricing · Launch and campaign plan · Key Account Plan · Opportunity assessment and NPV
Want to use Value Map on a live plan?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.