Create a decision map (see figure 5.10 as an example) that considers value creation and support processes in your map. Include in your decision map the choices for each of your satisfiers and dissatisfies from the previous project.

Here is my previous project:

Dissatisfiers

• Not catching fish or targeted species, low volume of fish, or small fish.

• Customers that assume they don’t need a fishing license since the service is being provided for them. The state requires that any anglers that are 16 years and older must have a fishing license just as if they were fishing by themselves.

• The guided fishing tour may have to be cut short or canceled due to poor weather conditions.

• Some lakes have special regulations that are different from state regulations. Some customers may not be able to keep a fish of a certain size or a certain amount of fish.

• To provide the best fishing experience and to best utilize the space on the boat, the number of customers on a boat will be limited. Depending on the pricing strategy it may upset customers if they are charged per person or boat if multiple boats are needed for larger groups.

Satisfiers

• All of the equipment necessary will be provided for fishing and boating except for fishing licenses (fishing tackle, fishing rods, live bait, boat, life preservers, etc.)

• To add to the overall experience, the fishing guides will be able to meet and launch boats at specified lakes.

• We will provide beverages and a meal for customers. Customers will be encouraged to bring their meal if they have any food allergies.

• During the winter months, we offer fishing tours that are in an enclosed icehouse.

• The service will be catered to our customers’ needs (baiting hook, hooking fish on the rod if necessary, fishing advice, etc.).