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Workshop 3 the value proposition

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  • 1. Value Proposition WorkshopMay 2013
  • 2. ObjectiveUnderstand what is a value proposition.Give shape, revise or restate the valueproposition of the idea, project or company.Having the value proposition to accompany theprocess of interaction with PMV customers
  • 3. Agenda•  What is a value proposition.•  Example of value offers.•  Canvas of the Value Proposition (VP).•  Creating your canvas.•  Oceans Blue v / s Red Oceans in VP.•  Competing for consumers.
  • 4. •  The value proposition is what theproduct does to satisfy thecustomer•  People do not buy products, theycontract them to do a job .Clayton Christensen
  • 5. Bespoke
  • 6. Bespoke
  • 7. •  The best and most upto date, tested andmodular from Linux foryour business•  Easy to download.•  Cost for services(support, assistanceand monitoring)
  • 8. •  All your files backed up on Internet.•  Accesibles 24/7, from all your devices.•  Easy to share with others.
  • 9. •  Food preservation (primarily liquids) without use of coolingor freezing.•  Space Reduction of storage, transportation, display ofproducts.•  Recyclable packaging, reusable materials to redo packagingor other uses.
  • 10. •  Delicious and authentic latin food.•  Recipe transmited from generation to generation.•  Bar of fresh dressings.
  • 11. José  Mourinho  Obtain  Results  
  • 12. Manuel  Pellegrini  Team  Maker  
  • 13. The Value Proposition Canvas123456
  • 14. Electric Car for ResortTransporting inenclosed vastplaces.Have fun on vacation.Mobility and independence.Flexibility.Do not use car.Expenditure oftime and energy.Wait transport.Safety concerns.Electric car(golf car)for shortdistances invacationresort.Be able to move yourselfor the whole family.Easy to park and nomaintenance.Low risk of accidents.Entertainmentelement.Unconcern ofvehicle safety.Without fuel.Autonomy fortransportation.
  • 15. Trio WineServe dinner withsomething ofquality.Show how originalperson one is.Simple to taste and explain.Novelty..Drinking the same.Consuming a product ofquality and taste.Little budget.Wineassembly.Differentmixtures ofvinesWine at an affordable price.  Distinguishes oneself asoriginal person.Innovative mix of flavors.Quality is stable over time
  • 16. •  What functional jobs is your customer trying getdone? (e.g. perform or complete a specific task,solve a specific problem, ...)•  What social jobs is your customer trying to getdone? (e.g. trying to look good, gain power orstatus, ...)•  What emotional jobs is your customer trying getdone? (e.g. esthetics, feel good, security, ...)•  What basic needs is your customer trying tosatisfy? (e.g. communication, sex, ...)12356CUSTOMER  JOBS  
  • 17. EXAMPLE•  Trio:–  Accompany a nice dinnerwith something new andof predictable quality.–  Appear as an originalperson with good taste.•  Resort electric car:–  Transport, transfer, goingfrom one point toanother in far-flungplaces (closed)independently.
  • 18. CUSTOMERJOBS•  Activity 11.  Individually, fill the box (5minutes).2.  Choose two from the tablethat display and receivefeedback (2 minutes each).3.  The rest of the table givesfeedback on the otherpresentations (6 min total).
  • 19. •  What does your customer find too costly? (e.g. takes a lot of time, costs toomuch money, requires substantial efforts, ...)•  What makes your customer feel bad?(e.g. frustrations, annoyances, thingsthat give them a headache, ...)•  What are the main difficulties and challenges your customer encounters?(e.g. understanding how things work, difficulties getting things done,resistance, ...)•  What risks does your customer fear? (e.g. financial, social, technical risks, orwhat could go awfully wrong, ...)•  What common mistakes does your customer make? (e.g. usage mistakes, ...)12356PAINS  
  • 20. Example•  Trio:–  Do not drink the samething (find alternatives).–  To drink a wine whichquality and flavor staystable over time–  Little budget to get whatyou want.•  Resort electric car:–  Spending time andenergy walking(tiredness).–  Having to wait for publictransport and bear all theroutes.–  Safety concerns duringthe holidays.
  • 21. PAINS •  Activity 21.  Individually, fill the box (5minutes).2.  Choose two from the tablethat display and receivefeedback (2 minutes each).3.  The rest of the table givesfeedback on the otherpresentations (6 min total).
  • 22. •  Which savings would make your customer happy? (e.g. in terms of time, moneyand effort, ...)•  What outcomes does your customer expect and what would go beyond his/herexpectations? (e.g. quality level, more of something, less of something, ...)•  What would make your customer’s job or life easier? (e.g. flatter learning curve,more services, lower cost of ownership, ...)•  What do customers dream about? (e.g. big achievements, big reliefs, ...)•  How does your customer measure success and failure? (e.g. performance, cost, ...)12356GAINS  
  • 23. EXAMPLE•  Trio:–  Simple to taste andexplain.–  Novelty.–  Show how original personone is and that he/shehas good taste.•  Resort electric car:–  Have fun.–  Movility andindependence.–  Flexibility.–  Not using the car.
  • 24. GAINS •  Activity 31.  Individually, fill the box (5minutes).2.  Choose two from the tablethat display and receivefeedback (2 minutes each).3.  The rest of the table givesfeedback on the otherpresentations (6 min total).
  • 25. What products and services youoffer that help a customer tomake a functional, social oremotional work, or that help tosatisfy a basic need?123456PRODUCTS  &  SERVICES  
  • 26. Example•  Trio:–  Red or white wineassembly (3 vines in asingle bottle).–  Different mixtures withvarying levels of intensityper vine.•  Resort electric car:–  Electric car (golf type) fordistances in extensiveholiday resorts.
  • 27. PRODUCTS ANDSERVICES•  Activity 41.  Individually, fill the box (5minutes).2.  Choose two from the tablethat display and receivefeedback (2 minutes each).3.  The rest of the table givesfeedback on the otherpresentations (6 min total).
  • 28. •  ... produce savings? (e.g. in terms of time, money, or efforts, ...)•  ... make your customers feel better? (e.g. kills frustrations, annoyances, thingsthat give them a headache, ...)•  ... fix underperforming solutions? (e.g. new features, better performance,better quality, ...)•  ... wipe out negative social consequences your customers encounter or fear?(e.g. loss of face, power, trust, or status, ...)•  ... eliminate risks your customers fear? (e.g. financial, social, technical risks, orwhat could go awfully wrong, ...)•  ... help your customers better sleep at night? (e.g. by helping with big issues,diminishing concerns, or eliminating worries, ...)  23456PAIN  RELIEVERS  
  • 29. Example•  Trio:–  Wine at an accesibleprice.•  Resort electric car:–  Be able to move yourselfor the whole family.–  Easy to park and nomaintenance.–  Low risk of accidents.
  • 30. PAIN RELIEVERS •  Activity 51.  Individually, fill the box (5minutes).2.  Choose two from the tablethat display and receivefeedback (2 minutes each).3.  The rest of the table givesfeedback on the otherpresentations (6 min total).
  • 31. •  ...create savings that make your customer happy? (e.g. in terms of time, moneyand effort, ...)•  ... produce outcomes your customer expects or that go beyond theirexpectations? (e.g. better quality level, more of something, less ofsomething, ...)•  ... copy or outperform current solutions that delight your customer? (e.g.regarding specific features, performance, quality, ...)•  ... make your customer’s job or life easier? (e.g. flatter learning curve, usability,accessibility, more services, lower cost of ownership, ...)•  ... create positive social consequences that your customer desires? (e.g.makes them look good, produces an increase in power, status, ...)23456GAIN  CREATORS  
  • 32. Example•  Trio:–  Distinguishes oneself asoriginal person.–  Innovative mix of flavors.–  Quality is stable overtim)•  Carro eléctrico resort:–  Entertainment element.–  Unconcern of vehiclesafety.–  Without fuel.–  Autonomy fortransportation.
  • 33. GAIN CREATORS •  Activity 61.  Individually, fill the box (5minutes).2.  Choose two from the tablethat display and receivefeedback (2 minutes each).3.  The rest of the table givesfeedback on the otherpresentations (6 min total).
  • 34. Red Ocean v/s Blue OceanUndifferentiated value propositions Innovative value propositions
  • 35. Traditional Circus
  • 36. Traditional Circus
  • 37. Traditional Circus
  • 38. Circo tradicionalCirque du soleil
  • 39. Cirque du soleil
  • 40. COMPETITORS •  Activity 71.  Individually make a listwith the two mostimportant products /companies / offerscompeting (5 minutes)
  • 41. COMPARAISONASPECTS•  Activity 81.  Individually make a listcomparing aspectsbetween thecompetition and theentrepreneurship,maximum 7 attributes(10 minutes)§  Earnings§  Analgesics§  Products / services /solutions or prominentfeatures
  • 42. COMPARAISONTABLE•  Activity 91.  Draw up the table,assigning a score of1-5 for each attributeto each company.A B UsAttribute 1Attribute2Attribute 3Attribute 4Attribute 5Attribute 6Attribute 7
  • 43. Competing for customers
  • 44. Cirque Du Soleil Value Curve
  • 45. www.p3-ventures.biz