Value Proposition Simulation: Surgical Robotics

The Value Proposition Simulation: Surgical Robotics is uniquely designed to teach students the concept of value proposition visually. Developing effective propositions requires a nuanced understanding of organizational capabilities, of customer needs, and of potential competitive actions. The simulation highlights how effective propositions complete an organization's strategy, depend on the definition of the business category, and are operationalized through execution. In this simulation, students play the role of CEO at one of four surgical robotics companies, and are asked to define their company's category strategy, business goal, and brand positioning. Students must then execute their strategy and value proposition in light of likely competitive reaction. Students visualize their standing in the market relative to other student-controlled brands, through a series of interactive reports. The visualizer within the simulation enables students to forecast their brand's positioning and input possible reactions by competitors. Based on this analysis, students craft their strategy and value proposition, and implement them through a series of executional investments. The simulation illustrates how well-designed and executed propositions can lift brand value and how reactive value propositions can destroy that value. This product was designed and developed to comply with WCAG 2.0 AA standards.