[AI-Driven New Business Creation] Qualiteg's Original MVV Analysis: How to Identify the New Business Your Company Should Pursue

Hello, and welcome to the Qualiteg blog. I'm Michele. In my work on AI-driven new businesses and marketing, there are questions I hear from clients again and again. Through this blog, I would like to share my own answers to the challenges that anyone considering an AI-based business is likely to face.

When planning a new business, the single most important point is to make clear why your company, of all companies, should be the one to pursue it. Many clients start brainstorming ideas without answering this question, and when they later bring the plan to their executives, it is often dismissed with a simple "Why do we need to do this?"

Today, I would like to walk you through a method for clarifying why your company should be the one to pursue a given business.

What Is MVV?

MVV is shorthand for "Mission," "Vision," and "Values," a framework for corporate management policy advocated by the management scholar Peter Drucker.

It puts into words a company's reason for existing, the mission it should fulfill, the direction it should aim for, and the guiding principles for employee behavior. Companies define an MVV because it brings clear benefits: the path the company wants to take becomes explicit, employees have something to anchor their actions to, behavior becomes more consistent, the company's message is easier to communicate to others, and people who share the same aspirations are drawn to the company.

In everyday work you may rarely have occasion to act with the MVV consciously in mind, but since it spells out the company's direction, let's use it to examine themes for a new business.

Some companies have not written out all three elements. In that case, look at the mission statement and analyze that.

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Idea workshops foster a culture of questioning what is "taken for granted," and open innovation and partner development bring in outside perspectives that "a company could never arrive at on its own," driving the redefinition of the business. Our experienced consultants, including support for leveraging state-of-the-art AI technology, open up new possibilities for value creation beyond conventional frameworks. Question the obvious, go beyond the frame, and venture into the unknown. The journey toward innovation begins with redefinition.

MVV Examples from Well-Known Companies

First, let's look at the mission, vision, and values of some well-known companies.

Google

[Mission] To organize the world's information and make it universally accessible and useful

[Vision] To provide access to the world's information in one click

Source: About Google, from Google

Amazon

[Mission] To be Earth's most customer-centric company

Source: Amazon.co.jp, About Amazon

Facebook

[Mission] Bring the world closer together.
Give people the power to build community and bring the world closer together.

Reference: Company Info / About Facebook

What these world-leading companies have in common is that the concepts and commitments each one holds dear are expressed in its mission.

In this column, let's set up a hypothetical mission for an electric bicycle startup and run an MVV analysis on it.

Electric Bicycle Startup, Company A

[Mission]By providing innovative, environmentally friendly electric bicycles, we revolutionize urban mobility, promote environmental sustainability, improve the quality of urban life, and deliver the finest cycling experience.

Step 1: Analyze the Mission, Interpret It, and Understand the Terms

First, read the company's mission statement carefully and grasp the meaning of the keywords and phrases it contains. At this stage, it is important to understand the intent behind the wording and what kind of value the company is trying to deliver. If there are unfamiliar or technical terms, look up their meanings.

• Innovative = adopting original in-house technology that no other company uses
• Environmentally friendly = zero emissions, helping curb global warming
• Revolutionize urban mobility = introducing smart transportation systems
• Promote environmental sustainability = expanding the use of renewable energy
• Improve the quality of urban life = promoting the development and greening of public spaces
• Deliver the finest cycling experience = building safe, wide dedicated bicycle lanes

Interpreted this way, the mission can be summarized as follows.

Develop electric bicycles using original in-house technology that no other company has yet implemented, curb global warming with zero emissions, and, alongside this, introduce smart transportation systems.

In doing so, expand the use of renewable energy, promote the development and greening of public spaces, and build safe, wide dedicated bicycle lanes while rolling out the company's own electric bicycles.

Step 2: Understand the Mission's Context and Consider Concrete Examples

In Step 2, research the company's history, culture, and position within its industry to understand how the mission came to be. Then, to see how the mission is reflected in actual operations, look into concrete examples such as projects, products, and social contribution activities. This lets you capture the mission's influence not only in theory but also in practice.

Our company, which has long had a strength in developing electricity-based products, is participating in a project of the Ministry of Land, Infrastructure, Transport and Tourism to help prevent global warming, proposing the construction and operation of dedicated electric bicycle lanes along motorways.

Step 3: Analyze the Mission's Applicability and Impact

Finally, evaluate whether the mission fits the company's current strategy and market conditions. This includes considering the mission's sustainability, its influence, and how it is received by employees and customers.

With the global trend pointing toward a sustainable society, our company is expanding its business not through electric bicycles alone, but by also aiming to build safe dedicated bicycle lanes and introduce smart transportation systems. These efforts help ease commuting problems caused by urban congestion and are well regarded by people who work in cities.

Finding a Direction for New Business Exploration

Having analyzed this far, the company's strengths become clear: it holds original technology that can be used in operating electric bicycles, and it is well regarded by people living in urban areas.

Therefore, when exploring new business ideas with the goal of establishing a new pillar for the company, a direction emerges:leverage the company's eco-friendly branding to come up with offerings that reach people who work in urban areas.

Follow these steps to analyze your company's MVV, and then move on to exploring ideas for your next new business.

Thank you very much for reading this column to the end. At Qualiteg, we provide training and consulting on AI technology and on methods for planning new businesses. If you are interested, or if you have a specific request, please feel free to contact us through the inquiry form here.

We also offer a popular workshop for those who want to master the steps of new business creation. The training focuses on having each participant think about a business from an executive's point of view, and the content is designed not only for planning staff but also for their counterparts in engineering, design, and marketing.

We sincerely look forward to hearing from you. Please stay tuned for the next column.