A quick guide to creating stakeholder maps that help you provide networked value

1. Stakeholder mapping
A quick guide to creating stakeholder maps that
help you provide networked value
Erik Roscam Abbing
June 2011

2. you
Put yourself in the centre (ususally not the best of ideas, but hey, it’s
1 your stakeholder map!

3. what what
do you Who do you
need? Are want?
You?
what
do you
have?
Before you move on to the stakeholders, let’s zoom in on you for a bit: who
2 are you? What do you have? (resources and capabilities). What do you
want? (ambitions, dreams). What to you need? (goals, kpi’s, deliverables)

4. Customer
segment 2
Customer Customer
segment 1 segment 3
Share
holders You Employees
Service
providers Dealers
Suppliers
Now, start mapping all the stakeholders that are important to your
3 business. First the most important ones, that you have a direct
relationship with.

5. Lobby
legislators
groups
Customer
segment 2
Research Customer Customer Students/
facilities segment 1 segment 3 talent
Share
holders You Employees
Univer- Service Indirect
sities providers Dealers
suppliers
Suppliers
3rd party Compe-
suppliers titors
Then, also map the indirect stakeholders that influence your business,
4 or that you have an influence on.

6. Lobby
legislators
groups
Customer
segment 2
Research Customer Customer Students/
facilities segment 1 segment 3 talent
Share
holders You Employees
Univer- Service Indirect
sities providers Dealers
suppliers
Suppliers
3rd party Compe-
suppliers titors
Next, it’s time to map all the realtionships you have with your
5 stakeholders and your stakeholders have with eachother.

7. Share
holders You Employees
Service providers Dealers
Suppliers
Now the real work starts: zoom in to one relationship that you want to
6 explore in more detail. Let’s take the realtionship between you and
3rd party suppliers your suppliers Compe-titors

8. Wh fro hold
d
at m
ke thi ee
sta
do thi r ?
sta rom ou n
r?
ke
ho s
yo s
lde
y
uw
do
an
e
at
f
t
Wh The relationship
from your point of
view
What do you have
for this
stakeholder?
Now the real relationship from your point of view: what do you need from yourto
Describe the work starts: zoom in to one relationship that you want
supplier (e.g. parts, materials, services), what do you want from your supplier (e.g.
7 explore inquality, reliability), and take do you have for your supplieryou and
punctuality,
more detail. Let’s what the realtionship between (e.g. Long
your contracts)
term suppliers

9. Wh eho you
sta from
r
d
at lde ?
fro olde you
k
yo nee
do r w
s
es
u?
ke doe
r
yo
sta at
ur
m
h
an
The relationship
Wh
t
from your
stakeholder’s
point of view
What does your
stakeholder have
for you?
Now try toreal work starts: zoomfrom your supplier’s point that you want to
Then the describe the relationship in to one relationship of view: what does
your supplier need from you (e.g. specs, payment), what does your supplier want
8 explore in more loyalty), Let’s take theyour supplier have for you you and
from you (e.g. trust,
detail. and what does realtionship between (e.g. parts,
your suppliers
expertise)

10. d
ke thi ee
Wh t fro lder
wa keh
sta m u n
sta
at
n
r?
ho s
fro o yo
do thi
lde
m
yo s
o
d
The
at
u
Wh
relationship
?
from your
point of view
What do you
have for this
stakeholder?
your stakeholder
you generating
What value are
generating for
What value is
stakeholder?
for your
you?
Wh ke
yo nee r
d
fro lde you
wa
at
sta from
do olde u?
nt
ho oes
u?
r
es
h yo
sta hat d
The
yo
m
relationship
ur
ke
r
W
from your
stakeholderʼs
point of view
What does your
stakeholder have
for you?
Finally,the real work starts: zoom in to one relationship that ‘whatwant do
Now summarize your insights by answering these two questions: you value to
9 you generatemore detail. Let’s take thevalue does you between you and
explore in for your supplier?’ and ‘what realtionship supplier generate for
you?’ Repeat step 7-10 with as many stakeholders as you find useful.
your suppliers

11. Customer
segment 2
Customer Customer
segment 1 segment 3
Share
holders You Employees
Service
Dealers
providers
Suppliers
Now So, if you’re thorough about it, your stakeholder map willthat youthis to
the real work starts: zoom in to one relationship look like want
10 explore in more detail. Let’s take the realtionship between you and
your suppliers

12. Lobby
legislators
groups
Customer
segment 2
Customer Customer
segment 1 segment 3
Research Students/
facilities talent
Share
holders You Employees
Univer- Indirect
sities suppliers
Service Dealers
providers
Suppliers
3rd party Compe-
suppliers titors
Now the real work starts: zoom in to one relationship that you want to
11 explore in more detail. Let’s take the realtionship between you and
Or even this :-)
your suppliers