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1. Define the product or service your company/business offers. 2. Identify the next best competitive alternative (NBCA) of your product or service and estimate its

1. Define the product or service your company/business offers. 2. Identify the next best competitive alternative (NBCA) of your product or service and estimate its reference value. 3. Identify two customer segments of your product or service and their corresponding value drivers. Give a brief explanatory statement for each driver and provide estimates. 4. Estimate your product or service Total Economic Value (TEV) for each segment.

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