6. Our advice
6.1 Use this sheet only in a market with a pre-existing reference offer
In a totally new/innovative market, there is no reference offer, so the approaches described in this sheet do not apply. In this case, we need to consider the offer directly in terms of the value it brings to customers, taking into account the alternative solutions the customer uses.
6.2 Apply this sheet with caution if you are the reference offer
In this case, the modification of the reference offer by you may lead customers...
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