Last week businessmodel canvas segments coherence innovation and pressure assignment
Today Iterating your model improving your value proposition XPLANE empathy map
Traditional questions: WHO... am I selling to? WHAT... am I selling them? (and (more importantly) how does it help them?) HOW... do I organize value? HOW... do I make money?
The problems in cases... Usually boil down to... The model doesnt “work” anymore The subject wants to try something else
So how do you knowyour new combo will work...?
Iterations: Customer insight
Concepting working Insight black box conceptSource: Lili Sukirman; value proposition workshop, Happen 2011
DifferentationSource: Lili Sukirman; value proposition workshop, Happen 2011
Recipe • Insight, target client need, paradox • Tangible description of product / service • Big Beneﬁt + maximally one secondary beneﬁt (focus!) • Reason to believe (why you credibly deliver the beneﬁt with the concept to fulﬁl the need) • Usage instructions • Pricing • TaglineSource: Lili Sukirman; value proposition workshop, Happen 2011
A word on narrative
Insight• Set the scene, context• “have you ever wondered...”
So what about competition?
points of reference A C Product UserSource: Lili Sukirman; value proposition workshop, Happen 2011
A B C A! A! that gives you B A! the B without C A! the anti - CLili Sukirman: value proposition workshop, Happen 2011
For (target group), (company) is the (frame of reference) that (differentiating beneﬁt), because only (company) has (RTB proving beneﬁt is true).Lili Sukirman: value proposition workshop, Happen 2011
For people who enjoy being outdoors, Senz is the weather protection expert who’s products help you get around outside, because only Senz can design products that withstand absolutely anything the elements will throw at you. For people who don’t want to be caught out in a rainstorm, Senz is the rain protection expert who’s products help you get around outside, because only Senz can design rain protection that withstands the worst of storms. For city dwellers who need to get around on foot when it rains, Senz is the umbrella company who’s products keep them dry, because only Senz can make umbrellas that withstand gale force 12.Lili Sukirman: value proposition workshop, Happen 2011
The Anti-CFor business travelers, easyJet is the airline that guarantees disappointment, because only easyJet has cramped seats, aridiculous on-board retail system and 98% tourists as travel companions. Source: Lili Sukirman; value proposition workshop, Happen 2011